Agenda
Session Filters
Day 1 Tuesday, April 17
8:30am - 12:30pm
How to Create and Amplify Content that Converts
AM Workshop
- Mike Huber, Investis Digital
- Arnie Kuenn, Vertical Measures
- 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
The Path to Positon 1: Search Engine Optimization in a User First World
AM Workshop
- Jake Finkelstein, Method Savvy
- Surface and leverage data to understand your customers’ behaviors and intent
- Create content that aligns customer interests with strategic business objectives
- Utilize recent search engine algorithm updates to supercharge online visibility
- Create trust and authority through smarter brand citations
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
45 Tactics to Take Your Email from Zero to Hero
AM Workshop
- Michael Barber, barber&hewit
- 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
Main Conference
1:15pm - 2:15pm
Search Marketing’s Evolution: 2018 and Beyond
Keynote
- Rand Fishkin, SparkToro
2:30pm - 3:00pm
Video Marketing: Winning with Big and Small Budgets
- Eve Mayer, EveMayerMedia.com
- Convince your executive team why you should start using videos in marketing and other departments
- Recognize where live videos or video podcasts that cost $0 would benefit the business
- Get your coworkers to stop creating the same boring testimonial videos that only their mom’s watch
- Determine when to spend money on professional video and use 6 tips to limit your spend
Attribution Modeling and the Holy Grail of Marketing Analytics
- Chip Reno, T-Mobile
- Know where to start for attribution modeling and omni-channel analytics
- Be aware of the political, legal, and data wrangling roadblocks
- Understand the landscape of vendors and effort for building internally
- Use statistical models and analytics for actioning upon omni-channel data
How to Predict the Future of Marketing & Communications
- Jeremy Goldman, Proponent
- Make better predictions – and make your company more money in the process
- Better understand how to conduct winning experiments and research
- Break down marketing problems into their component parts
- Predict which technologies will help you leapfrog the competition
- Avoid skew & bias in all your predictions
There’s Nothing Artificial about Biases in AI
- Dan Gifford, AARP
- Understand how biases manifest themselves in algorithms
- Use AI to find authentic imagery for brand campaigns
- Develop a toolkit of strategies and best practices for keeping the human, creative element in the AI algorithmic models and processes
3:15pm - 3:45pm
The Power of Video: Integrate Video Creative into Your Social Media Strategy
- Nik Scott, University of Denver
- Identify the opportunities in your brand and marketing strategy where video will have the greatest impact
- Create a concrete, actionable plan for integrating video into your social media strategy for the whole team to get excited about
- Understand the breadth of social media video platforms available to you and choose the right tools for you
Design Upstream: Advancing Strategic User Experience Without Going Against the Current
- Chris Avore, Nasdaq
- Show management the benefits of design to the organization, and how design should influence product strategy
- Write concise, communicable vision statements that set the organization’s sights high
- Scale design’s influence across different teams and into the C-suite
- Identify & promote the champions and advocates who will help you on your journey to empower a design-enabled culture
Global SEO: Five International Marketing Fails
- Nicola Winters, Search Laboratory
- Identify which markets present the biggest opportunity
- Fully localize a site for users to increase ROI
- Understand how to implement technical onsite considerations
- Satisfy cultural differences (habits, behavior, buying patterns, trust signals)
- How to promote your websites (which channels to use in which market)
Products, Packaging and Proof: Building Trust into Customer Experience
- Eric Weaver, Xerox
- Find technologies that enable consumers to engage with products in completely new ways
- Understand how to build trust via CX
- Replicate use cases for innovative engagement technologies
4:00pm - 4:30pm
The 7 and 3/4 Things You Don’t Ever Want to Do in Email… Never… No really… Not at all!
- Ryan Phelan, Origin Email
- Avoid the most common pitfalls including terrible design and acquisition errors
- Employ advanced segmentation models to move out of batch-and-blast mode
- Use transactional emails the right away
- Adapt your data to enhance targeting
- Make the most of automated features such as triggers
The New Requirement: Social Media Analytic Integration
- Paul Her-Sturm, Credit One Bank
- 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
The Future of Influencer Marketing: From Headache to Artificial Intelligence
- Dmitry Malyanov, Adhive
- Understand how Blockchain and AI modules can help in running massive native ad campaigns
- Effectively run campaigns with the help of AI modules and Blockchain
Deliver Value to Customers In-store Through a Mobile App
- Sidd Bhaskar, Best Buy
- Use Mobile apps to offer value at various stages of a customer’s store visit (pre-visit preparation, in-store experience & post visit)
- Leverage marketing opportunities that open up during these stages to increase wallet size
- Provide a positive in-store experience that helps you stay connected with customers and increase CLV
4:45pm - 5:15pm
Five Key Traits for High Performing Marketing Organizations
- Mathew Sweezey, Salesforce
- 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
Increase Email Response Rates: How Zillow Doubled Visits from Content Emails
- Jamie Plankenhorn, Zillow
- Build strategies for developing engagement-based campaigns to increase lift rate
- Identify small tests that yield big impact
- Evolve your foundational program to maximize engagement
- Leverage tools to empower your team to work smarter
Personal Branding and Storytelling Go Hand in Hand
- Monique Hayward, Intel Corporation
- Identify key “frames” within which to tell your stories about your skills and experience for maximum impact
- Understand the best ways to promote yourself and your brand
- Connect where you are at this moment in your career with where you want to go for long-term success
Use Humor to Increase Your Conversion Rate by 28%
- Halley Gray, Evolve and Succeed
- Identify how you can use humor to increase your conversion rates
- Implement the equation of what makes something funny vs not funny
- Discover your ideal client/customer’s funny bone and tickle it with your campaigns
- How to A/B test if humor is working for your client’s brand
5:15pm - 6:15pm
Opening Reception
Day 2 Wednesday, April 18
8:30am - 9:00am
Unraveling the Mystery of the Facebook Algorithm
- Alex Baker-Whitcomb, WIRED Magazine
- Produce and find the content types that Facebook prioritizes most
- Build partnerships with brands that effectively boost your own content
- Avoid penalties and potholes that can sink your content overnight
Connecting with the 12s: How the Seahawks Use Content to Drive Fan Engagement
- Kenton Olson, Seattle Seahawks
- Move beyond engagement metrics to measure success
- Apply techniques to optimize your content for outcomes
- Develop a framework for your content calendar, which leads to content creation that resonates with your audience
Prove It: Capturing the Marketing Metrics that Matter
- Andrea Tarrell, Sercante
- Determine the data you need to improve your campaigns vs. the vanity metrics to ignore
- Take the next step toward improving attribution for your organization — even with gaps in data and technology
- Effectively report on results to senior leadership and internal stakeholders
- Demonstrate marketing’s contribution to pipeline, including sourced and influenced revenue
9:15am - 9:45am
How to Find and Tell the Story of Your Ideas
- Tamsen Webster, The Red Thread
- Understand why you’re wired to miss what your messages needs most
- Use a simple tool for identifying the key concepts needed to drive understanding and action in any presentation or message
- Turn those key concepts into messages that create the connections (and conversions) you need
How AI Will Give You Marketing Super Powers, Not Eliminate Your Job
- Loren McDonald, Acoustic
- Detect moments of customer “struggle”
- Identify and reduce marketing churn
- Uncover data and insights on campaigns via voice interaction
- Deliver the best content to individual customers
- Put experiences into context – weather and location
Paid Search Trends That Impact Your Business in 2018 and Beyond
- Mika Carter, Just Conversion Marketing
- Leverage major changes impacting your PPC campaigns on both mobile and desktop
- Level up your PPC strategy to expand your ROI beyond the initial clickthrough
- Understand why Siri and Alexa matter to your paid search strategy, and what to do about it
- List paid search trends to be aware of, with action items to try around AI, advanced cross-channel remarketing and AMP
10:00am - 10:30am
Combine Paid & SEO Strategies to Increase Your Bottom Line
- Arnie Kuenn, Vertical Measures
- 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
Mobile Video is the New Influencer: Top Trends & How to Master Them
- Carly Goodwin, Facebook
- Michael Miller, T-Mobile
- Understand major consumer media consumption shifts happening in the age of video and mobile
- Learn how Facebook is helping brands take advantage of these consumer shifts
- Apply best practices and tips that T-Mobile has used for its video efforts
The Future of B2B Marketing: Think Like Disney and 6 Other Trends
- Peter Weinberg, LinkedIn
- Appreciate the true value of thought leadership
- Apply the Disney model of “”total merchandising”” to your marketing
- Scale your brand through your most valuable touchpoint: your employees
- Understanding how to structure a “”60/40″” brand and why it’ll lead to more growth
Developing Innovative Solutions for a Better Customer Experience
- Scott Emmons, Neiman Marcus
- 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
11:00am - 11:30am
Making Lemonade: Traits Beyoncé Can Teach the Modern Marketer to Run the World
- Michael Barber, barber&hewit
- 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
Accelerating Return: Making Paid Ads Your Most Viable Channel Through AI
- Jeremy Hudgens, Genius Monkey
- Move beyond reach, frequency & CPM
- Use Artificial Intelligence (AI) to be a smarter marketer
- Speak to the right now generation, understand your audience, & impact the bottom line with AI
- Create heavy competition among publishers & networks to stretch your ad dollars in real-time
The New Content Marketing Table Stakes
- Kane Jamison, Content Harmony
- Learn how to prioritize your content marketing efforts to match your goals
- Understand how to value content developed with organic search traffic as the primary goal
- Set up a basic conversion path once visitors experience top-of-funnel content on your website
- Develop a better content marketing measurement framework than last-touch attribution
Disrupting Diversity: Applying Marketing Insights and Cross-Departmental Collaboration to Solve an Age-Old Problem
- Dr. Gabriela Burlacu, SAP Success Factors
- Identify the warning signs that indicate people, structures, and methods are no longer meeting the needs of today’s consumers
- Consider how technology use cases can expand beyond what was originally designed
- Recognize when historically distinct markets work better together
- Break down “this is how we’ve always done it” arguments and enact real change
11:45am - 12:15pm
Storytelling: From the Campfire to the Screen
- Jon Fish, ESPN
- Effectively and thoroughly research story topics
- Overcome the hurdle of storytelling such as time, tone and budget
- Understand the importance of storyboards and how to use them
- Have clarity and confidence in your storytelling
Building Your Brand in the Digital Age
- Greg Perotto, Hootsuite
- Clearly articulate the value of brand in the digital age and in social
- Leverage social to build your brand where your customers and prospects are
- Build the foundation for success with a keen understanding of the basics
FUTURE SHOCK: Marketing in an Era of Attention Economics
- Geoffrey Colon, Microsoft
- How to use analog activities help enhance your digital marketing results (“moments in time” aka “insta syndrome”)
- Why engagement doesn’t matter even though most social media “gurus” says it does
- Understanding and leveraging the value of a “like”
- Why reach is more important than performance marketers realize
- How to understand and use culture jamming in your marketing strategy
- How to use bots and voice commands to create experiences for both humans and robots based on an “internet of actions”
How to Strengthen UX with Tactical and Strategic Involvement
- Christopher LaRoche, MIT
- 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
12:30pm - 1:30pm
Building A Brand with Outrageous Marketing
Keynote
- Scott Dikkers, The Onion
1:45pm - 2:15pm
Bringing Consumer Growth Strategies to the Enterprise
- Rachel Hepworth, Slack
- Leverage traditional B2C marketing tactics to scale B2B growth
- Understand where to best focus acquisition efforts to create consumer-style growth and virality
- Create grassroots loyalty and brand ambassadors
- Utilize your product as a powerful customer acquisition and upsell tool – no matter your industry
Storytelling is the Only Strategy
- Jeremy Gilbert, The Washington Post
- Understand what separates a great story from the great mass of storytelling
- Know how to shape an organization to deliver great stories
- Measure successful storytelling
- And target and improve stories not living up to their potential
Behind the Scenes: How LinkedIn Marketers Master B2B
- Megan Golden, LinkedIn
- Future proof their content planning
- Activate their content strategy with both organic and paid tools
- Take the lessons learned from LinkedIn’s very own A/B tests and apply them to their digital campaigns
Goodbye audience demographics. Hello behavioral archetypes
- Antonio Holguin, Smashing Ideas
- Understand the difference between market profiles/personas and behavioral archetypes, and the inherent value each has in knowing your audience
- Define the contextual scenarios and motivational mindsets that drive the behaviors of your target segments
- Build your own behavioral archetypes that will set you up to make decisions with confidence, align stakeholders, identify features that resonate with your core users, and much more
2:25pm - 2:55pm
The What, Why, and How of Community-Driven Brand Content
- Liza Dunning, Airbnb
- Understand the difference between generic marketing copy and strategic community-driven content
- Build a team and content strategy that generates inspiring social content for community, by your community
- Turn marketing copy into conversational calls-to-action.
- Elicit user-generated content and insight-driven marketing campaigns
Rich Snippets: What Are They, and How Can I Get One?
- Colleen Harris, CDK Global
- Know which types of structured data should be used where on a site, and tips on scaling schema over a large website
- Understand the positive impact rich snippets can have on paid search ads and organic results
- Write content that makes your site the answer Google wants to highlight in an answer box
Omni-channel Marketing for Today’s Connected Retail Customer
- Brian Hovis, Nordstrom, Inc.
- Use targeting and personalization more effectively
- Employ marketing technology as an enabler for omni-channel
- Deliver enhanced customer experiences via the lens of the mobile device
- Develop enriched content specific to your target audiences to drive brand reach and engagement
Will AI replace creativity?
- Dillon Emry, Picasso Labs
- Better understand how data and creativity can be used together to improve your imagery and video.
- Look at creatives from an analytical perspective and correlate performance to specific attributes within that image.
- Better recognize your audiences’ visual preferences
- Isolate creative white spaces from industry and user-generated insights.
3:05pm - 3:35pm
SEO and Content Unite
- Garth O’Brien, GoDaddy
- Identify how and what your audience is seeking online
- Ensure your content efforts will pay off and maximize your ROI
- Open your eyes to new content opportunities giving you an edge over your competitors
B2B Omni-Channel: Transforming an Organization with People, Process and Technology
- Jenny Hooks, Cisco
- Understand the dependencies of people, process and technology on delivering an omni-channel customer experience
- Crush organizational siloes to deliver the best experience for customers
- Implement small things that can make a big difference in your customer experience, regardless of which technologies you have access to
CRM Technology is Critical to the Customer Journey
- Adam Rugel, Conde Nast
- Use your CRM platform to connect customer data and map user journeys/li>
- Automate personal interactions with your customers to increase sales
- Implement a framework developing a short-term strategy that compliments the long-term business goals
- Successfully work with stakeholders in a matrixed organization
Evolving to a Holistic Approach to Grow Engagement and Conversions
- Samantha Iodice, Brierley + Partners
- Execute an effective customer experience discovery
- Employ data to identify cross-channel opportunities
- Expand your digital blueprint to evolve towards 1:1 customer journeys
- Apply advanced learnings to grow engagement and ROI
3:45pm - 4:15pm
Facebook #LIVE: How to Engage Your Followers and Grow Your Audience in New Ways
- Caitlin Angeloff, DocuSign
- Why Facebook Live? Learn how going live on Facebook provides the greatest return for your time spent
- Recommended tools and resources to shoot a great Facebook #LIVE video on any budget
- Planning and optimizing Facebook Live strategies and campaigns, with step-by-step, hands-on instruction
12 Principles of Viral Content
- Nadya Khoja, Venngage Infographics
- Define “viral” and understand why you’re struggling to get your content noticed and shared organically
- Craft content that not only showcases your product, but that also EXCITES your audience.
- Use the same framework that helped grow Venngage’s traffic and revenue by over 800% in less than a year
Circles of Marketing: Keep Your Business Growing with Customer Acquisition AND Retention
- Louis Tanguay, Circle Marketing
- Understand that we MUST focus on Product and Retention, or we’ll be wasting marketing dollars
- Leverage client experiences and relationships to create brand evangelists, saving you marketing dollars
- Close the loops in the Circles of Marketing to keep your customers coming back
- Creating magnets for your business who attract new clients, and fuel your organic acquisition
Influencer Marketing: Why Influencers as Content Creators are Becoming a Must Have for Every Brand
- Heidi Ob’bayi, SEIU 775 Benefits Group
- Develop an influencer marketing strategy that fits your brand
- Understand the goals and actionable measures that can be used in influencer marketing
- Replicate what has worked for some brands, and understand why
- Put together and understand a follow up report to an activation
4:25pm - 5:15pm
Entertain Me or Else: How Gen Z is Changing Everything
Keynote
- Mary Ellen Dugan, WP Engine
