Agenda | Digital Summit Seattle


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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
  • Mike Huber
  • Arnie Kuenn
  • 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
  • Jake Finkelstein
  • 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
  • SEO & Search
  • Strategy

45 Tactics to Take Your Email from Zero to Hero

AM Workshop
  • Michael Barber, Brand Consultant and Marketing Strategist
  • 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

Main Conference

1:15pm - 2:15pm

Search Marketing’s Evolution: 2018 and Beyond

  • Rand Fishkin, SparkToro
  • Rand Fishkin

2:30pm - 3:00pm

Video Marketing: Winning with Big and Small Budgets

  • Eve Mayer,
  • Eve Mayer
  • 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
  • Strategy
  • Video Marketing

Attribution Modeling and the Holy Grail of Marketing Analytics

  • Chip Reno, T-Mobile
  • Chip Reno
  • 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
  • Measurement

How to Predict the Future of Marketing & Communications

  • Jeremy Goldman, Proponent
  • Jeremy Goldman
  • 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
  • Strategy

There’s Nothing Artificial about Biases in AI

  • Dan Gifford, AARP
  • Dan Gifford
  • 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
  • Branding
  • Emerging Technology

3:15pm - 3:45pm

The Power of Video: Integrate Video Creative into Your Social Media Strategy

  • Nik Scott, University of Denver
  • Nik Scott
  • 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
  • Social Media
  • Video Marketing

Design Upstream: Advancing Strategic User Experience Without Going Against the Current

  • Chris Avore, Nasdaq
  • Chris Avore
  • 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
  • Strategy
  • UX & Design

Global SEO: Five International Marketing Fails

  • Nicola Winters, Search Laboratory
  • Nicola Winters
  • 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)
  • SEO & Search

Products, Packaging and Proof: Building Trust into Customer Experience

  • Eric Weaver, Xerox
  • Eric Weaver
  • 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
  • Customer Service
  • Emerging Technology

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
  • Ryan Phelan
  • 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
  • B2B
  • B2C
  • Email Marketing
  • Strategy

The New Requirement: Social Media Analytic Integration

  • Paul Her-Sturm, Credit One Bank
  • Paul Her-Sturm
  • 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
  • Strategy

The Future of Influencer Marketing: From Headache to Artificial Intelligence

  • Dmitry Malyanov, Adhive
  • Dmitry Malyanov
  • 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
  • Content Marketing
  • Emerging Technology

Deliver Value to Customers In-store Through a Mobile App

  • Sidd Bhaskar, Best Buy
  • Sidd Bhaskar
  • 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
  • B2B
  • Mobile Marketing

4:45pm - 5:15pm

Five Key Traits for High Performing Marketing Organizations

  • Mathew Sweezey, Salesforce
  • Mathew Sweezey
  • 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
  • B2B
  • B2C
  • Strategy

Increase Email Response Rates: How Zillow Doubled Visits from Content Emails

  • Jamie Plankenhorn, Zillow
  • Jamie Plankenhorn
  • 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
  • Content Marketing
  • Email Marketing

Personal Branding and Storytelling Go Hand in Hand

  • Monique Hayward, Intel Corporation
  • Monique Hayward
  • 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
  • Branding
  • Strategy

Use Humor to Increase Your Conversion Rate by 28%

  • Halley Gray, Evolve and Succeed
  • Halley Gray
  • 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
  • B2B
  • B2C
  • Content Marketing
  • Strategy

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
  • Alex Baker-Whitcomb
  • 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
  • Content Marketing
  • Social Media

Connecting with the 12s: How the Seahawks Use Content to Drive Fan Engagement

  • Kenton Olson, Seattle Seahawks
  • Kenton Olson
  • 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
  • Content Marketing
  • Measurement

Prove It: Capturing the Marketing Metrics that Matter

  • Andrea Tarrell, Sercante
  • Andrea Tarrell
  • 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
  • Measurement

9:15am - 9:45am

How to Find and Tell the Story of Your Ideas

  • Tamsen Webster, Find The Red Thread
  • Tamsen Webster
  • 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
  • B2B
  • B2C
  • Content Marketing
  • Conversion

How AI Will Give You Marketing Super Powers, Not Eliminate Your Job

  • Loren McDonald, Acoustic
  • Loren McDonald
  • 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
  • B2B
  • B2C
  • Emerging Technology
  • Strategy

Paid Search Trends That Impact Your Business in 2018 and Beyond

  • Mika Carter, Just Conversion Marketing
  • Mika Carter
  • 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
  • B2B
  • B2C
  • Paid Advertising
  • SEO & Search

10:00am - 10:30am

Combine Paid & SEO Strategies to Increase Your Bottom Line

  • Arnie Kuenn, Vertical Measures
  • Arnie Kuenn
  • 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
  • B2B
  • B2C
  • SEO & Search
  • Strategy

Mobile Video is the New Influencer: Top Trends & How to Master Them

  • Carly Goodwin, Facebook
  • Michael Miller, T-Mobile
  • Carly Goodwin
  • Michael Miller
  • 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
  • Mobile Marketing
  • Video Marketing

The Future of B2B Marketing: Think Like Disney and 6 Other Trends

  • Peter Weinberg, LinkedIn
  • Peter Weinberg
  • 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
  • B2B
  • Emerging Technology
  • Strategy

Developing Innovative Solutions for a Better Customer Experience

  • Scott Emmons, Neiman Marcus
  • Scott Emmons
  • 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
  • B2C
  • Customer Experience
  • Strategy

11:00am - 11:30am

Making Lemonade: Traits Beyoncé Can Teach the Modern Marketer to Run the World

  • Michael Barber, Brand Consultant and Marketing Strategist
  • Michael Barber
  • 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
  • B2B
  • Customer Experience

Accelerating Return: Making Paid Ads Your Most Viable Channel Through AI

  • Jeremy Hudgens, Genius Monkey
  • Jeremy Hudgens
  • 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
  • B2C
  • Content Marketing
  • Measurement
  • Social Media

The New Content Marketing Table Stakes

  • Kane Jamison, Content Harmony
  • Kane Jamison
  • 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
  • B2B
  • B2C
  • Content Marketing

Disrupting Diversity: Applying Marketing Insights and Cross-Departmental Collaboration to Solve an Age-Old Problem

  • Dr. Gabriela Burlacu, SAP Success Factors
  • Dr. Gabriela Burlacu
  • 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
  • Strategy

11:45am - 12:15pm

Storytelling: From the Campfire to the Screen

  • Jon Fish, ESPN
  • Jon Fish
  • 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
  • Content Marketing
  • Video Marketing

Building Your Brand in the Digital Age

  • Greg Perotto, Hootsuite
  • Greg Perotto
  • 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
  • B2B
  • B2C
  • Branding

FUTURE SHOCK: Marketing in an Era of Attention Economics

  • Geoffrey Colon, Microsoft
  • Geoffrey Colon
  • 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”
  • B2B
  • B2C
  • Content Marketing
  • Mobile Marketing
  • Social Media
  • Strategy

How to Strengthen UX with Tactical and Strategic Involvement

  • Christopher LaRoche, MIT
  • Christopher LaRoche
  • 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
  • UX & Design

12:30pm - 1:30pm

Building A Brand with Outrageous Marketing

  • Scott Dikkers, The Onion
  • Scott Dikkers

1:45pm - 2:15pm

Bringing Consumer Growth Strategies to the Enterprise

  • Rachel Hepworth, Slack
  • Rachel Hepworth
  • 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
  • B2B
  • Conversion
  • Strategy

Storytelling is the Only Strategy

  • Jeremy Gilbert, The Washington Post
  • Jeremy Gilbert
  • 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
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • Strategy

Behind the Scenes: How LinkedIn Marketers Master B2B

  • Megan Golden Hanks, LinkedIn
  • Megan Golden Hanks
  • 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
  • B2B
  • B2C
  • Measurement
  • Social Media

Goodbye audience demographics. Hello behavioral archetypes

  • Antonio Holguin, Smashing Ideas
  • Antonio Holguin
  • 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
  • Customer Experience
  • UX & Design

2:25pm - 2:55pm

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

  • Liza Dunning, Slack
  • Liza Dunning
  • 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
  • Branding
  • Content Marketing

Rich Snippets: What Are They, and How Can I Get One?

  • Colleen Harris, Sincro
  • Colleen Harris
  • 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
  • B2B
  • B2C
  • Content Marketing
  • SEO & Search

Omni-channel Marketing for Today’s Connected Retail Customer

  • Brian Hovis, Nordstrom, Inc.
  • Brian Hovis
  • 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
  • Content Marketing
  • SEO & Search

Will AI replace creativity?

  • Dillon Emry, Picasso Labs
  • Dillon Emry
  • 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.
  • Emerging Technology
  • Video Marketing

3:05pm - 3:35pm

SEO and Content Unite

  • Garth O’Brien, GoDaddy
  • Garth O’Brien
  • 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
  • Strategy

B2B Omni-Channel: Transforming an Organization with People, Process and Technology

  • Jenny Hooks, Cisco
  • Jenny Hooks
  • 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
  • B2B
  • Strategy

CRM Technology is Critical to the Customer Journey

  • Adam Rugel, Conde Nast
  • Adam Rugel
  • 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
  • Conversion
  • Strategy

Evolving to a Holistic Approach to Grow Engagement and Conversions

  • Samantha Iodice, Brierley + Partners
  • Samantha Iodice
  • 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
  • B2B
  • B2C
  • Content Marketing
  • Strategy

3:45pm - 4:15pm

Facebook #LIVE: How to Engage Your Followers and Grow Your Audience in New Ways

  • Caitlin Angeloff, DocuSign
  • Caitlin Angeloff
  • 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
  • B2B
  • B2C
  • Content Marketing
  • Mobile Marketing
  • Social Media

12 Principles of Viral Content

  • Nadya Khoja, Venngage Infographics
  • Nadya Khoja
  • 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
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Strategy

Circles of Marketing: Keep Your Business Growing with Customer Acquisition AND Retention

  • Louis Tanguay, Circle Marketing
  • Louis Tanguay
  • 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
  • B2B
  • B2C
  • Conversion
  • Strategy

Influencer Marketing: Why Influencers as Content Creators are Becoming a Must Have for Every Brand

  • Heidi Ob’bayi, SEIU 775 Benefits Group
  • Heidi Ob’bayi
  • 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
  • B2B
  • B2C
  • Content Marketing
  • Social Media

4:25pm - 5:15pm

Entertain Me or Else: How Gen Z is Changing Everything

  • Mary Ellen Dugan, WP Engine
  • Mary Ellen Dugan

5:15pm - 6:15pm

Closing Reception