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Agenda

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Day 1 Monday, February 11

8:30 am - 12:30 pm

Conquering the Customer Journey with Content Marketing

AM Workshop
  • Shana Sullivan, Vertical Measures
  • Shana Sullivan
  • Understand why it’s vital to create content that resonates with your audience at different parts of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beats the competition in search and beyond
  • Know where, when and how to amplify your content in a way that encourages engagement and progression through the customer journey
  • Combine and leverage traditional and digital marketing to increase your audience reach and engagement
  • Use content marketing as a business asset and create revenue with your audience
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing
  • Strategy

SEO of Today

AM Workshop
  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein
  • Identify technical issues on your website that are hurting rankings and/or performance
  • Prepare for site migrations (including https) and re-designs
  • Uncover hidden gems in Google Analytics and Google Search Console
  • Find and pursue additional SERP opportunities, such as rich snippets, image and video results
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure the website to create themes
  • Develop a content strategy based upon topical density that drives traffic
  • Increase online publicity and brand awareness through SEO techniques
  • Create an SEO strategy that can be implemented in prioritized steps
  • Win over key executives with the right data and reporting
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • SEO & Search
  • Strategy

45 Tactics to Take Your Email from Zero to Hero

AM Workshop
  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why email still matters to you and the people you’re trying to reach
  • Ensure your campaigns are making it to the Inbox
  • Learn how Internet Service Providers (ISPs) might be treating your campaigns
  • Know the similarities and differences for how B2B and B2C audiences consume email, convert from it, and how different design choices impact those conversions
  • Perform regular email audits which are crucial to email success
  • Make sure you’re tracking the metrics you should be and discover those you may not be or may not know about
  • Have some insight into what the future of email might look like
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Email Marketing
  • Strategy

1:15 pm - 2:15 pm

The What, Why, and How of Community-Driven Brand Content

Keynote
  • Liza Dunning, Airbnb
  • Liza Dunning

Branded content is a social game. To be truly powerful, brands need to harness the power of conversation and their community’s own stories into their content strategy. This session will break down the what, why, and how of community-driven content, challenging marketers to go beyond “talking at” their audience with clever copy and instead creating authentic, insightful conversations and storytelling opportunities that speak right to the consumer.

2:30 pm - 3:00 pm

Reimaging, Rediscovering and Reinventing Your Brand through Storytelling

  • Noelle LaCharite, Microsoft
  • Noelle LaCharite
  • Creating consistency and refreshing brand look and feel
  • Evolving the voice to be more conversational
  • Creating video content to share the “why”
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Strategy

Stop Blasting, Start Conversing! A Success Blueprint for Cultivating Lasting Relationships with Email Marketing

  • Understand the five “levels” of messaging that should be part of your email marketing program
  • Articulate and justify the value and purpose of each level and campaign type
  • Identify the automated email campaigns that best serve your business model and prioritize their importance
  • B2C
  • Content Marketing
  • Email Marketing
  • Strategy

Death to Display Ads

  • Phil Herbert, Phil Herbert Consulting
  • Phil Herbert
  • Understand the relevant metrics to accurately measure the true return on your display buys
  • Find out what channels would be more effective to spend your ad budget on
  • Be able to navigate some of the hidden risks to your brand when running display campaigns
  • Paid Advertising
  • Strategy

3:15 pm - 3:45 pm

What? How? Why? Building Query Personas to Power Your Content Strategy

  • Robert Rose, Content Marketing Institute
  • Robert Rose
  • Understand Google’s drive to satisfy every query
  • Ideate & research your customer’s intent based needs
  • Produce content that both users and bots should love
  • Drive relevant organic & social traffic to engage your audience
  • Build a content strategy based on Question Personas (and success!)
  • B2C
  • Content Marketing
  • Conversion
  • SEO & Search

Using Social Media and Content to Build Your Personal Brand and Land Your Next Job

  • Jeff Perkins, Parkmobile
  • Jeff Perkins
  • Develop your personal brand positioning
  • Build a content strategy for your personal brand
  • Leverage social media to build your personal brand
  • Balance your personal brand with your professional responsibilities
  • Branding
  • Content Marketing
  • Social Media

Building Compassionate Brands

  • Keesa Schreane, You've Been Served
  • Keesa Schreane
  • Create internal practices of service and generosity that impact perceptions of your brand even more
  • Leverage social media research to identify issues that matter most to your customer community- beyond the product
  • Develop strategies using your brand’s digital platforms, events, earned and owned media to raise awareness around what matters most to customer communities
  • B2B
  • B2C
  • Branding
  • Conversion

4:00 pm - 4:30 pm

How To Prepare For Voice Search To Change Customer Discovery

  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein
  • Determine voice search’s impact on your business for today and the future
  • Better understand how IAs are “indexing” content to searchers
  • Take those learnings and apply them to your customer acquisition strategy
  • B2C
  • Emerging
  • SEO & Search
  • Strategy

Capture Your Buyers Attention with Innovative Content on a Community Platform

  • Ursula Ringham, SAP, Inc.
  • Ursula Ringham
  • Develop a community platform strategy
  • Create value through innovative content such as live-streaming videos, podcasts, and blogs—all in one take
  • Integrate social media & influencer marketing to build awareness about your community
  • Utilize employee engagement to increase brand recognition and reach
  • Measure and nurture community growth
  • B2B
  • B2C
  • Content Marketing
  • SEO & Search
  • Strategy

Data Download: The Big Deal On Big Data From Those Who Use it Best

  • Utilize turnkey solutions through innovative targeting tactics and technology
  • Identify the data most vital to marketers and their businesses (1st, 2nd, 3rd, declared data and inferred data, etc.)
  • Understand how to best collect, capture and harness that data for smarter marketing
  • Create a thoughtful data strategy
  • Data
  • Measurement
  • Strategy

4:45 pm - 5:15 pm

The Power of Deep Content: Articulating Your Brand Story in a Noisy Environment

  • Curtis Midkiff, Southwest Airlines
  • Curtis Midkiff
  • List 5 verbs that are the necessary building blocks for deep content
  • Unlock the power of pain points
  • Know how and when to use Storytelling vs storyselling
  • Understand and implement deep content’s triple win into your own content game plan
  • B2C
  • Content Marketing
  • Strategy

How to Strengthen UX with Tactical and Strategic Involvement

  • Understand how organizations have prospered because they’ve adapted to Tactical-Strategic UX mindset
  • Advocate for and strengthen the concept of user experience within your company
  • Obtain strategic buy in for user experience from management
  • Bring UX practitioners and management together to further empower the concepts and advancement of user and customer experience
  • Strategy
  • UX

How to Run a Content Practice

  • Matt Ingwalson, Vladimir Jones
  • Matt Ingwalson
  • Clearly articulate a strategic goal and map your content to meet it
  • Determine the pieces you need to produce – and when to share them
  • Assign accountability for who concepts, produces and approves tactics
  • Develop a process that allows you to cost-effectively produce content for mobile, social and owned channels
  • Content Marketing
  • Strategy

Day 2 Tuesday, February 12

8:30 am - 9:00 am

So Many Platforms, So Little Time: The Right Content for the Right Platform

  • Better understand the unique audiences on each of your social media marketing platforms
  • Develop a unique strategy for each of your channels
  • Learn to embrace new and existing features of the platforms to make them work for you
  • Maximize social media engagement by using “found time” to foster creativity
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Strategy

Not an Oxymoron: Marketing Metrics that Matter

  • Tina Shakour, Cisco
  • Tina Shakour
  • Understand what vanity metrics are and whether there is any value in measuring them
  • Use business-focused metrics for digital platforms: web, email, and social
  • Evaluate how your brand stacks up to current industry benchmarks
  • B2B
  • B2C
  • Content Marketing
  • Email Marketing
  • Measurement
  • Strategy

9:15 am - 9:45 am

From Frustration to Success with Link Building

  • Shana Sullivan, Vertical Measures
  • Shana Sullivan
  • Understand why backlinks are still one of the most important ranking factors
  • Improve your backlink portfolio for a dramatic and positive impact on your traffic
  • Creat content that will earn great links
  • B2B
  • B2C
  • Content Marketing
  • SEO & Search
  • Strategy

Email Accessibility: How to Truly Captivate, Communicate and Connect with every Subscriber

  • Understanding of why accessibility within the digital ecosystem is so important
  • Discuss how temporary and permanent disabilities impact digital experiences
  • Make simple HTML code enhancements that will drastically improve email and landing page accessibility
  • Use best practices to design creative in which key messages are not missed
  • Content Marketing
  • Email Marketing
  • Measurement
  • Mobile Marketing
  • UX

Deciphering Digital Transformation: 25 Years in the Making

  • Kelley O’Brien, The Variable
  • Ryan Reichmann, P.F. Chang
  • Kelley O’Brien
  • Ryan Reichmann
  • Grow wisely across digital and social to keep your brand top of mind and increase conversion
  • Incorporate marketing trends based on behaviors of your brand’s audience
  • Transform your brand in the digital space to maximize reach and minimize media expense
  • B2C
  • Branding
  • Conversion
  • Data
  • Strategy

10:00 am - 10:30 am

Bloody Hell! And Other Marketing Truths My British Mum Taught Me

  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why we have to be more keenly focused than ever on customer experience and retention
  • Appreciate that we are often underserving our customer’s expectation of their experience
  • Learn a framework that will help ensure your products and services are more tuned to your customer’s needs and experience
  • Enjoy many of the equally amazing, applicable, and ridiculous lessons my British Mother taught me and how they apply to thinking through customer experience
  • B2B
  • B2C
  • Customer Experience
  • Strategy

Align Paid Search and Social Across the Customer Journey

  • Develop the most effective, actionable cross-channel marketing strategy for your business needs
  • Leverage audiences across Google and Facebook better, and with more confidence
  • Implement a new attribution model to properly credit each touch point
  • Measure top-line ROI and incremental lift of a unified program
  • B2B
  • B2C
  • SEO & Search
  • Social Media

Enhance Customer Experience Using Analytics and Experimentation

  • Effectively use data and anaytics to improve Customer Experience
  • Draw from specific CX metrics use cases to make product improvement decisions
  • Set up new technical integrations between various analytics tools to seamlessly analyze all relevant CX data
  • Effectively apply qualitative and quantitative data to analyze user behavior
  • Conversion
  • Customer Experience
  • Data

11:00 am - 11:30 am

Digital Reputation Management and Social Media

  • Casey Hall, Thomson Reuters
  • Casey Hall
  • Effectively audit your existing social media footprint
  • Utilize best practices for deleting or gaining control of “rogue accounts”
  • Develop an application and approval process for new accounts
  • Monitor and take appropriate action on messages that create reputational risk
  • B2B
  • B2C
  • Social Media
  • Strategy

Everyone’s a Star: Making B2B Content Creation a Company Initiative

  • Understand why inauthentic B2B content just doesn’t work
  • Coordinate your content marketing machine to leverage internal teams
  • Simplify the creation of content from internal experts so you get consistent, valuable material
  • B2B
  • Content Marketing
  • Conversion
  • Strategy

Mobile: Why Customers Are Addicted (And What Marketers Can Do About It)

  • See how mobile has changed the way customers shop and what marketers can do about it
  • Understand the psychology to what makes mobile (and the content on it) so addictive
  • Add marketing tactics to your toolkit to help you better reach (and convert) your customers
  • Better position mobile media as a revenue-generating channel within your media mix
  • B2C
  • Mobile Marketing
  • Strategy

11:45 am - 12:15 pm

How to Run a Content Practice (Without Inciting Mass Panic)

  • Clearly articulate a strategic goal and map your content to meet it
  • Determine the pieces you need to produce – and when to share them
  • Assign accountability for who concepts, produces and approves tactics
  • Develop a process that allows you to cost-effectively produce content for mobile, social and owned channels
  • B2C
  • Strategy
  • UX

Facebook Analytics: The Secret Weapon You Aren’t Using

  • Susan Wenograd, Media Consultant
  • Susan Wenograd
  • Properly set up your analytics so all of your data is tracked correctly
  • Use cohorts to unlock the potential of demographics you may be overlooking
  • Create funnels to dictate where you need to move your money for better return on cold traffic/prospecting audiences
  • B2B
  • B2C
  • Measurement
  • Social Media

The Feng Shui of Modern Email

  • Recognize design trends that prioritize engagement and accommodate mobile and desktop email clients
  • Better align messaging and calls to action with campaign objectives
  • Boost ROI with personalization that moves the needle
  • Identify opportunities to streamline messaging and production processes
  • Leverage the CTA secret that gets the click—even among disengaged subscribers
  • Data
  • Email Marketing
  • UX

12:35 pm - 1:25 pm

Lunch Keynote

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

1:40 pm - 2:10 pm

How to Win the UX War on the Corporate Battle Field

  • Lynne Adams, Johnson & Johnson
  • Lynne Adams
  • Diagnose and overcome common obstacles marketers face when convincing colleagues and management to prioritize user experience
  • Create a strategy to effectively communicate the benefits of design to your organization
  • Build stakeholder trust and confidence by articulating the value of good UX
  • Identify allies who will help build momentum on your journey to promoting a user-centric culture
  • B2B
  • B2C
  • Strategy
  • UX

It’s a Pay to Play World: Finding Real Value in Social Media

  • Understand when organic social media can work – and when you will need to leverage paid social media
  • Move past the “boosted post” to targeted social media campaigns that provide results
  • Better measure the results of paid social media campaigns.
  • More expertly dissect winning Facebook and Instagram ad strategies
  • Measurement
  • Paid Advertising
  • Social Media

Using Augmented Reality to Turn a Customer Experience into Factual Data

  • Matthew Capala, Alphametic
  • Matthew Capala
  • Better understand how to incorporate augmented reality into consumer activations
  • Use your existing content in new immersive environments
  • Understand the design and consumer interfaces can make or break your marketing campaign
  • B2C
  • Content Marketing
  • Design
  • Emerging
  • Mobile Marketing

2:20 pm - 2:50 pm

Prospect Experience Design: How the Right Design Will Turn Researchers Into Buyers

  • Effectively communicate your market position
  • Deliberately guide prospects through key pages and decision points to the right actions
  • Use a detailed, reliable system for holding all design decisions accountable to marketing goals
  • Conversion
  • Data
  • UX

3:00 pm - 3:30 pm

How Brands Can Harness the Power of Instagram Stories

  • Quinn Tempest, Digital Strategy & Design Consultant
  • Quinn Tempest
  • Understand why you should create a unique Story strategy and how to do just that
  • Explore tools, formats, and Story engagement opportunities you should know
  • Employ strategies to drive conversions and generate leads right from Stories
  • Strategically plan your Instagram marketing editorial calendar
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Video Marketing

The New Requirement: Social Media Analytic Integration

  • Identify key social media metrics and relate them to additional business-critical KPIs
  • Look beyond the primary social media channels of Facebook, Instagram, Twitter, etc. to identify the impact of social review sites on business outcomes
  • Generate a game plan to create key stakeholder engagement in order to drive the success of your integration efforts throughout the marketing organization
  • B2B
  • B2C
  • Measurement
  • Social Media
  • Strategy

Understand Your Audience – Become a Programmatic Rock Star

  • Diane Sidden, Cisco
  • Diane Sidden
  • Understand the programmatic process and the role of AI
  • Take advantage of key elements of identifying and understanding your audience
  • Know the five key do’s and don’ts of implementing programmatic advertising
  • Use data and insights to optimize the programmatic experience
  • Data
  • Paid Advertising

3:40 pm - 4:30 pm

Closing Keynote

Keynote
  • Meg Goldthwaite, NPR
  • Meg Goldthwaite

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