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Masterclass Day Tuesday, February 20

Full Day Interactive Workshops

With deep dives into your choice of:

Day 1 Wednesday, February 21

  • February 21
  • 8:30 am - 12:30 pm
  • Stage 1
  • AM Workshop
  • 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
  • February 21
  • 8:30 am - 12:30 pm
  • Stage 2
  • AM Workshop
  • 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
  • February 21
  • 1:15 pm - 2:15 pm
  • Keynote

When Blake Irving joined GoDaddy as CEO in January of 2013, the organization had already achieved an impressive 80% brand awareness and had grown to $1 billion in bookings, but it was largely in thanks to a controversial advertising strategy that was widely seen as shocking.

  • February 21
  • 2:30 pm - 3:00 pm
  • Stage 3
  • Leverage tensions to fuel creativity
  • Incorporate conflict into the structure of your next campaign
  • Share examples of healthy conflict from various industries
  • Understand pattern interrupts and use them to propel your brand
  • February 21
  • 2:30 pm - 3:00 pm
  • Stage 1
  • Know what, and why, your customers are expecting a “relationship” from marketing efforts
  • Understand the power of flexible, structured content and how it is critical to the success of your omni-channel marketing efforts
  • Replicate real life examples of campaigns using the latest tools and channels, combined with creativity and flair
  • Align your content acquisition and creation to the needs of the channel
  • Understand why it is important to tell an experience, not a story
  • February 21
  • 3:15 pm - 3:45 pm
  • Stage 2
  • Build and sell better products with this new cross-border role for CMOs
  • Toss out the traditional org chart and place marketing and product teams under one umbrella
  • Map teams to areas of focus, rather than disciplines
  • Improve efficiency across the company by sharing cross-functional goals that are based on outcomes, not features
  • Understand why it’s important to “picture” and “market” to your customer
  • February 21
  • 3:15 pm - 3:45 pm
  • Stage 3
  • Know which metrics to focus on when measuring your content marketing efforts
  • List which tools will help you measure these metrics
  • Determine if your content marketing strategy is producing results
  • Understand which types of content can help you obtain an ROI
  • February 21
  • 3:15 pm - 3:45 pm
  • Stage 1
  • Diagnose common problems that can hurt your search rankings
  • Prioritize technical fixes based on the level of impact on the website
  • Communicate technical implementations to both the marketing and IT teams
  • Identify areas of quick wins
  • February 21
  • 4:00 pm - 4:30 pm
  • Stage 2
  • Implement and track advanced engagement metrics in your marketing and CX
  • Discover and analyze new data in Google Analytics that will move the needle
  • Add enriched data code snippets to improve SERP results and CTR
  • February 21
  • 4:00 pm - 4:30 pm
  • Stage 3
  • Understand what product marketing is and why it’s essential to your business
  • Develop a product marketing strategy that generates revenue and results
  • Demonstrate KPIs and metrics to report on programs and initiatives
  • February 21
  • 4:45 pm - 5:15 pm
  • Stage 3
  • Understand the relationship between your brand positioning and organizational culture
  • Determine what your customer data reveals about how customers view your brand
  • Do what it takes to shift your brand position for good
  • Employ new tips to build a global community with social media
  • February 21
  • 4:45 pm - 5:15 pm
  • Stage 1
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and precision
  • Use and understand the data from your results more efficiently for future tests

Day 2 Thursday, February 22

  • February 22
  • 8:30 am - 9:00 am
  • Stage 1

Keynote speakers Blake Irving, CEO of GoDaddy and Lisa Stone, CMO of Ellevest are leading the charge of building brands and communities that empower women and promote inclusiveness, and we can’t wait to hear their thoughts at DS Phoenix. As a Platinum Pass attendee, you’re invited to participate in a candid Q&A session with Blake and Lisa and moderated by Jon-Mikel Bailey, resident of Wood Street on Wednesday, February 22 from 8:30 am to 9:00 am and join them in a conversation about marketing leadership and any topics on your mind. To jumpstart an awesome discussion, please send us questions you’d like to ask Blake and Lisa and we’ll make sure they’re part of the session.

  • February 22
  • 8:30 am - 9:00 am
  • Stage 2
  • Evaluate and implement emerging technologies
  • Understand how AR, VR and chatbots have positively impacted the Warriors’ fan experience
  • Replicate how the Warriors have implemented the technology
  • February 22
  • 9:15 am - 9:45 am
  • Stage 1
  • Effectively optimize your site to combat Google’s ever-changing algorithm and land on top of the search results.
  • Understand how the popular opinion on paid media view has changed and how to beat your competitors for the bid
  • Get your SEO and Paid teams working together towards the same goal
  • Build and grow your own audience and leverage it for real revenue growth
  • February 22
  • 10:00 am - 10:30 am
  • Stage 3
  • Understand where AI could fit in to your digital strategy
  • Determine how an AI agent can enhance your customer experience
  • Design concepts for your own AI agent and understand limitations
  • Develop a plan to roll-out your own AI minimum viable product (MVP)
  • February 22
  • 11:00 am - 11:30 am
  • Stage 1
  • Understand why the Bee is such an important framework for your marketing decisions
  • Take the Beyoncé approach to your marketing efforts
  • Approach how you keep you and your organization aligned to your customer's needs, and
  • Enjoy some of Sasha Fierce's favorite jams along the way
  • February 22
  • 11:00 am - 11:30 am
  • Stage 3
  • Use Amazon as a way to drive growth for brands and products
  • Understand key elements for Amazon SEO and conversion
  • Get initial conversions and protect your brand on Amazon
  • February 22
  • 11:45 am - 12:15 pm
  • Stage 3
  • Implement an approach to omnichannel customer journey mapping to gain a deeper understanding of your customer’s wants and needs
  • Optimize digital engagement within the larger context of an omnichannel experience
  • Leverage customer journey mapping to enrich your ROI
  • Develop a customer effort score and experience metrics
  • February 22
  • 11:45 am - 12:15 pm
  • Stage 1
  • Define how Google looks at content purpose
  • Understand why user satisfaction should be central to your content strategy
  • Research your customers’ needs with satisfaction in mind
  • Create content that satisfies
  • Minimize friction in presenting your content
  • February 22
  • 11:45 am - 12:15 pm
  • Stage 2
  • Understand the key ingredients and see examples of successful innovation projects
  • Evaluate your consumer-facing technology stack
  • Develop practices to constantly discover and infuse innovation nto your business strategy
  • Measure the ROI of current and prospective tech investments driving innovation in your business
  • February 22
  • 12:35 pm - 1:25 pm
  • LUNCH KEYNOTE

Why should women trust you or your brand? Lisa Stone, CMO of Ellevest, will share case studies on how she built strong communities of women (25-100+ million visitors a month) at Ellevest, BlogHer and Women.com with content,

  • February 22
  • 1:40 pm - 2:10 pm
  • Stage 2
  • Identify website issues affecting performance
  • Make the right choice for hosting
  • Optimize images and video
  • Prioritize the use of smart coding techniques
  • Know when to use responsive design, AMP, or an app for mobile users
  • February 22
  • 1:40 pm - 2:10 pm
  • Stage 3
  • Understand the evolution of artificial intelligence and why a human's role is now more important
  • Know what channels to optimize for building deeper relationships with your customers
  • Leverage AI and big data to build a human connection
  • Determine where a human can't be replaced...and when they should
  • February 22
  • 2:20 pm - 2:50 pm
  • Stage 1
  • Understand how progressive businesses leverage stretch budgets for marketing wins
  • Re-think marketing budgets based on growth stages of your business
  • Use the power of agile workflows for content and email marketing
  • February 22
  • 2:20 pm - 2:50 pm
  • Stage 3
  • Implement an iterative and strategic approach to increasing your digital advertising
  • Evaluate how to set, measure and implement key KPI’s to prove, justify and communicate your progress
  • Double down what marketing efforts are working and discontinue or cut back efforts that are not
  • Prove or disprove paradigms in your industry using data (e.g. older audiences don’t use social media)
  • February 22
  • 2:20 pm - 2:50 pm
  • Stage 2
  • Use keyword data to develop a website architecture based on searchers’ interests
  • Work collaboratively with Analytics and Paid Search Teams to target concepts most important to the overall business
  • Successfully present complicated data concepts to your C-Level Executives
  • February 22
  • 3:00 pm - 3:30 pm
  • Stage 2
  • Change the company culture and awareness of SEO so you can acquire more organic traffic
  • Learn from real life examples of disastrous decisions that could have been avoided
  • Use evangelism methods and tactics that have worked for companies like Microsoft, Hallmark and GoDaddy
  • Educate all teams that produce websites so you don’t miss out on traffic and revenue opportunities
  • February 22
  • 3:40 pm - 4:10 pm
  • Stage 1
  • Use the intuitive platform to immediately start A/B testing on your website (for free!)
  • Generate data that will convince your boss or client (or yourself) to make impactful website changes
  • Apply website updates that will improve UX and generate more traffic and conversions for your business or client
  • February 22
  • 4:25 pm - 5:00 pm
  • Closing Keynote

In this keynote, Brian Fanzo will walk the audience through the strategy shift required to not only embrace the new Facebook news feed algorithm but to create meaningful community interactions, empower employees, and leverage both influencers and fans to stand out from the noise and embrace the power of digital marketing.

Join us at DS Phoenix 2019

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