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AM Workshops

Maximize your Digital Summit learning experience by adding any of these AM Workshops intensives.
Each offers a thorough deep dive into these core tactical skills:

Led by leading digital marketing experts, these sessions will deliver so many actionable ideas for you to take back to the office, you might need to pack a spare brain to fit them all in.

“AM Workshop alone was worth the price of the entire ticket!”

– 2017 Digital Summit attendee

Day 1 Monday, February 11

8:30 am - 12:15 pm

Move Prospects Through the Customer Journey With a Solid Content and Digital Marketing Strategy

AM Workshop
  • John Triplett, Vertical Measures
  • Samantha Kermode, Investis Digital
  • John Triplett
  • Samantha Kermode

Two things will help make you successful with your digital marketing; a well-defined customer journey and a strategy that moves your prospects through each stage of the journey. Yet study after study indicate that most organizations do not have a documented content or digital marketing strategy or a well-defined customer journey.
There is a strong correlation between not having a written strategy and failing at digital marketing. And, not aligning that strategy with your customer journey leaves a lot of opportunity on the table. This workshop will hone in on the importance of the Customer Journey – Awareness, Consideration, Decision and Advocacy. And, walk you step-by-step through the process of creating a strategy, based on that customer journey, for your organization.

At the end of this workshop, you will be able to:

  • Create ‘your’ customer journey and gain the ROI benefits of mapping that journey
  • Understand why it’s vital to create content that resonates with your audience at different stages of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beat the competition in search and beyond
  • Know where, when and how to promote your content in a way that encourages engagement and moves your prospects through the customer journey
  • Build an audience that you own, not rent, and the prove the value it creates for your organization
  • Evaluate your return on investment (ROI) for your digital marketing efforts

You will leave this workshop well on your way to creating an effective digital marketing strategy. You’ll be given the tools and references you need to complete the provided interactive workbook which will continue to guide you through your ongoing efforts well after you get back to the office.

Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing
  • Strategy

SEO of Today: What Really Moves the Needle

AM Workshop
  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein

SEO of today involves technical and marketing expertise. On the technical side, you must have a solid website structure, so that the search engines can find and index your webpages. That means your website needs to be free of technical errors and optimized for your targeted keywords. On the marketing side, you need to understand the web user’s behavior and how to attract them to your site.

This SEO workshop provides a balance of technical and marketing tactics that when used together, will drive targeted traffic to your website. The focus is on intermediate to advanced information, but the information will be presented in such a way that it encompasses everyone.

You will receive an online interactive workbook to use during the workshop, which will allow you to walk through exercises, and personalize the information you learn to your company or brand.

At the end of this workshop, you’ll be able to:

  • 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
  • Put it all together— Create a customized, step-by-step SEO plan to get results
  • 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

Email 2020: Email Marketing for This Year & Beyond

AM Workshop
  • Michael Barber, Godfrey
  • Michael Barber

Email continues to be the most effective one-to-one communication tactic available to marketers. In this workshop, you’ll gain a solid understanding of email’s role within your marketing mix, how to develop your email marketing strategy, how to design and develop impactful emails, the tactical differences for b2b and b2c email, along with a sprinkling of the future of email.

By the end of the workshop, you’ll be able to:

  • Explain why email still matters for brands
  • Understand permission and list building/hygiene
  • List the metrics that impact deliverability
  • Decipher how internet service providers score engagement
  • Use a roadmap for managing inactive subscribers
  • Design and develop an impactful email
  • Know why subscribers open and why they don’t
  • Personalize and segment your subscribers
  • Determine the right frequency for your brand and subscribers
  • Fit email into your demand generation plan
  • Determine the right email metrics for your brand
  • Review what the future of email might look like over the next few years.
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Email Marketing
  • Strategy

Pro Tip: Send a team to attend Digital Summit and these workshops. That way you can either tackle multiple workshops simultaneously or attend a single workshop as a team building exercise.

“The in-depth AM Workshops are the biggest value of the event.”

– 2016 Digital Summit attendee

See What People Love About Digital Summit
A certificate of completion is available for all AM Workshops attendees

Tout your new skills to your boss, colleagues, LinkedIn profile, resume or just to your dog!

Join us at Digital Summit Phoenix 2020