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Day 1 Tuesday, February 26

8:30 am - 12:30 pm

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

AM Workshop
  • John Triplett, Vertical Measures
  • John Triplett
  • 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
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing
  • Strategy

Develop a Facebook Advertising Strategy to Reach Your Best Prospects

AM Workshop
  • Susan Wenograd, Aimclear®
  • Susan Wenograd
  • Understand the differences between ad types, bidding optimizations, and ad placement
  • Fine tune your targeting to reach the best possible audience
  • Fit the newest types of ads into your marketing strategy
  • Create Instagram ads with the Facebook Ads Manager
  • Use the Facebook pixel works for tracking and retargeting
  • Split testing your ads and diving into the reports so you save money
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • Paid Advertising
  • Social Media

Email 2020: Email Marketing for This Year & Beyond

AM Workshop
  • Michael Barber, Godfrey
  • Michael Barber
  • 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

1:15 pm - 2:15 pm

Future Consumers

Keynote
  • Randi Zuckerberg, Zuckerberg Media
  • Randi Zuckerberg

Technology provides incredible new opportunities for our lives and our businesses. But it can also make us want to rip our hair out of our head with complication and confusion. In this insightful talk, Randi will give real world advice on how to make tech work for you and your business: recruiting, managing employees, marketing your business, engaging customers, and much more – in a talk that feels fun, lively, and fresh.

2:35 pm - 3:05 pm

The Funnel is Dead: Long Live the Marketing Flywheel to Engage Customers

  • Dave Meyer, BizzyWeb
  • Dave Meyer
  • Define why the Marketing Flywheel makes more sense than the metaphor of a funnel
  • Take steps to re-engage your audience to help deepen relationships and grow faster
  • Get more and better results by spinning your flywheel faster, to keep your marketing machine running
  • Increase your marketing efficiency, and tie results to CRM as your business growth hub
  • Content Marketing

Customer-Obsessed Digital User Engagement

  • Simon Poile, Amazon
  • Simon Poile
  • Learn more about your customer through a single view derived from disparate data sources
  • Create highly personalized engagement experiences
  • Better understand when and on which channel to engage your users
  • B2B
  • B2C
  • Conversion
  • Customer Experience
  • Data

Three Ways to Dramatically Improve Your Email Results

  • Caroline Matis, Delivra
  • Caroline Matis
  • Understand why email is still the center of the digital marketing universe
  • Use tools like segmentation to amp up your results long-term
  • Implement tactical ways to prove the effectiveness of your email marketing
  • Conversion
  • Data
  • Email Marketing
  • Strategy

(Art)ificial: How to Start Leveraging AI Without Losing Your Brand

  • Anne Gherini, Affinity
  • Anne Gherini
  • Start implementing AI today without diluting your brand
  • See why AI will not replace humans, but instead enhance our work
  • Understand how these technologies can save your team time and money
  • Learn the mistakes that many make in bringing AI into their business strategy (ie. chatbots)
  • Branding

3:20 pm - 3:50 pm

Payments: The Overlooked and Underappreciated Customer Experience Super Power

  • John Pleau, BlueSnap
  • John Pleau
  • Create experiences that will increase customer conversions—B2C, B2B, global, mobile
  • Understand the benefits of integrating payments into software platforms
  • Know what to look for when selecting a payment provider
  • B2B
  • B2C
  • Conversion
  • Customer Experience
  • Strategy

From Brand Ambassadors to Content Creators: Using Micro-Influencers to Create Engaging, On-Brand Content

  • Beth Teague, HotelTonight
  • Beth Teague
  • Establish criteria that identifies effective micro-influencers
  • Connect micro-influencer content and capabilities to your overarching content goals
  • Develop content guidelines to keep micro-influencer content on brand
  • B2B
  • B2C
  • Social Media
  • Strategy

Positioning in Crowded Markets: How to Make Any Offering Obviously Awesome

  • April Dunford, Ambient Strategy
  • April Dunford
  • Understand how a change in context can transform a losing product into a winner
  • Follow a simple method to find the best market context for any offering
  • Replicate examples of companies that achieved breakthrough success through a strategic shift in positioning
  • B2B
  • B2C
  • Branding
  • Conversion
  • Strategy

Affiliate is Dead: Long Live Partner Marketing

  • Max Ciccotosto, Mediarails by Impact
  • Wade Tonkin, Fanatics
  • Max Ciccotosto
  • Wade Tonkin
  • Shift your company’s focus from affiliate marketing to a more impactful, collaborative approach through marketing partnerships
  • Create an ecosystem of many different types of partnerships, from small-scale social media influencers to powerful publishers
  • Establish a management and organizational structure to deliver and accelerate on your marketing partnership goals
  • B2B
  • B2C
  • Strategy

4:05 pm - 4:35 pm

The Most Powerful Email Data Lessons Can be Found in the Movie Groundhog Day

  • Sam Douglass III, 250ok
  • Sam Douglass III
  • Better understanding of GDPR, Panel Data’s upheaval, and email data privacy concerns
  • Explore “hidden” email data including spam traps and blacklists, DMARC policy protection, proper email list validation, and email engagement analytics
  • Explore email innovations such as Google’s AMP updates and Annotations, Microsoft’s Business Profile Experience, BIMI and emailing with Smart Speakers
  • B2B
  • B2C
  • Conversion
  • Data
  • Email Marketing

“Meh” to “Marvelous”: How to Market on Facebook Ads in the Era of Killer Competition

  • Susan Wenograd, Aimclear®
  • Susan Wenograd
  • Understand what changed over the past year and how to adapt your selling strategy for it TODAY
  • Navigate the changes on Facebook Ads and go from media buyer to masterful marketer
  • Use smart scaling tactics to cast a wider net without emptying your wallet
  • B2B
  • B2C
  • Measurement
  • Social Media

Five Reports Every Marketer Needs to Master in Google Analytics

  • Colleen Harris, CDK Global
  • Colleen Harris
  • Understand the five most common reports in Google Analytics plus tricks on how to diagnose data issues for your website using Google Analytics
  • Leverage segments in Google Analytics to understand user engagement and the importance of setting up goals for your business
  • Utilize Google Data Studio to make reports that can highlight user engagement, and customer funnels while automating all of your reporting
  • B2B
  • B2C
  • Data
  • Measurement

It’s Time to Think Differently About Mobile

  • Stephanie Cox, Lumavate
  • Stephanie Cox
  • Understand the major shifts happening in mobile tech, why they’re occurring, and how the biggest tech players (Apple, Google, etc.) are paving the way
  • Explain how these shifts will change how brands interact with consumers on mobile
  • Outline how your brand should rethink its mobile strategy to adapt to this change
  • Develop a plan to bring true personalization to your mobile strategy
  • B2B
  • B2C
  • Emerging
  • Mobile Marketing

4:50 pm - 5:20 pm

What Brands Need to Know About Amazon Alexa and Building for Voice

  • Noelle LaCharite, Microsoft
  • Noelle LaCharite
  • Understand Alexa and the opportunity it offers to brands
  • Use best practices for designing voice user interfaces (VUI)
  • Follow a blueprint for implementing this in your next campaign
  • Content Marketing
  • Emerging
  • Voice

Customer First! How to Build an Amazing Customer-Centric Approach to Content Marketing

  • Amanda Nelson, Salesforce
  • Amanda Nelson
  • Understand why content marketing is the right customer marketing approach
  • Build a strategic content program that will drive results
  • Empower employees to build your content marketing program for customer
  • Identify the different types of content to reach customers
  • Find and partner with the best customers
  • B2B
  • B2C
  • Content Marketing
  • Conversion
  • Customer Experience
  • Strategy

Your Users Will Reward You For Using Accelerated Mobile Pages (AMP)

  • Elena Legeros, Google
  • Elena Legeros
  • Understand why AMP was created and why it’s effective
  • Debunk common myths about AMP
  • Discover the power of AMP to create full-featured, beautiful websites
  • Define how AMP can be used well and used poorly
  • Incorporate AMP into your site, saving time and improving retention
  • B2B
  • B2C
  • Mobile Marketing
  • SEO & Search

Creating a Podcast Content Strategy for Your Brand

  • Kent Lewis, Anvil Media Inc
  • Kent Lewis
  • Develop a podcast format and frequency that meets your objectives and listener needs
  • Leverage competitive research, industry insights and partners to uplevel your podcast content
  • Incorporate elements that maximize visibility for your content
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Strategy

5:20 pm - 6:20 pm

Opening Reception

Get your networking on. The opening reception is a great opportunity to make new industry connections and reconnect with old friends too. Hoist a beverage or two while you reflect on today’s awesome content. Mingle with onsite exhibitors, speakers, and fellow attendees to talk shop about your biggest marketing challenges, while having some fun in the process.

Day 2 Wednesday, February 27

8:30 am - 9:00 am

Building and Growing an Employee Advocacy Program

  • Casey Hall, LumberjackSocial
  • Casey Hall
  • Properly train and effectively recruit employees for an employee advocacy program
  • Building a content strategy for your employee advocates
  • Measure and optimize the results of your employee advocacy program for your business
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • Social Media

Filling the Funnel: How to Build a Modern Content Marketing Strategy

  • Kate Richling, MediaMonks
  • Kate Richling
  • Identify your organization’s whitespace and define talk tracks to target and align your content efforts
  • Flush out your content strategy by building user personas, picking a platform, creating a content calendar and setting goals
  • Work hand-in-hand ongoing with sales to fill the funnel, drive ROI and affect the bottom line
  • Create content for every layer of the funnel and across marketing activities – to accelerate demand gen, and lead nurture with more closed-won opportunities
  • Get a quick glimpse into what Netflix, Amazon and other global brands are doing at the cutting-edge of content
  • B2B
  • B2C
  • Content Marketing
  • Conversion

Digital Advertising and Data: Fulfilling the Mad Men Creative Promise

  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross
  • Understand the relationship of ad creative to audience and content
  • Use your new working knowledge of the various creative elements of social ads
  • Test for the best combination of creative​​
  • UX & Design

9:15 am - 9:45 am

Get New and Repeat Business on Autopilot with Email Marketing

  • Dave Charest, Constant Contact
  • Dave Charest
  • How to turn more website visitors into new email contacts
  • How to automate timely engagement with new contacts
  • How to do more business by sending more relevant emails
  • B2B
  • B2C
  • Conversion
  • Email Marketing

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

Designing Connected Content

  • Mike Atherton, Facebook
  • Mike Atherton
  • Transform your audience’s mental model into a logical content model
  • Craft content based on the things your audience truly cares about
  • Discover how to scale your content infrastructure without the usual chaos
  • Content Marketing
  • Strategy

Give Your Brand A Voice: The Future of AI & Voice Assistants

  • Nick Myers, RedFox Creative
  • Nick Myers
  • Understand how AI and Voice Assistant technology works in today’s marketplace
  • Follow specific steps to begin optimizing your brand for the AI and voice era in order to stay top of mind for your customers
  • Leverage voice assistant technology to create new experiences for your audience
  • Share with others how voice-enabled AI will integrate with IoT to reformat how brands interact with people
  • B2B
  • B2C
  • Branding
  • Conversion
  • Emerging
  • SEO & Search

10:00 am - 10:30 am

Should You Fire Your Chief Marketing Officer?

  • John Triplett, Vertical Measures
  • John Triplett
  • Understand changing role of the CMO (or lead marketing executive)
  • Explain the emerging skill set every marketing executive should possess
  • Recognize why ROI should drive the CMO’s actions and decisions
  • Grasp where the marketing executive should focus time and resources
  • Answer whether or not your CMO is allocating budget to the right channels
  • Determine if your marketing executive is setting the organization up for future success by focusing on an ‘owned’ audience
  • Know when the CEO is really the one to blame
  • B2B
  • B2C
  • Strategy

Ignore at Your Peril: 9 Trends That Will Shape Marketing in 2019

  • Loren McDonald, Acoustic
  • Loren McDonald
  • Better plan and prioritize marketing investments for 2019
  • Communicate to your team why 2019 is the year to embrace agile marketing
  • Rationalize to management why it is time to reorganize around the entire customer journey
  • Convince your marketing leadership that data integration needs to be a dedicated marketing role
  • B2B
  • B2C
  • Content Marketing
  • Data
  • Emerging
  • Strategy

Improving Person-Based Omnichannel Analytics and Targeting

  • Chip Reno, T-Mobile
  • Chip Reno
  • Understand the process for person based marketing
  • Know how to use modern AdTech
  • Speak to the process for identity resolution
  • Deploy your own advanced multi touch attribution
  • B2C
  • Conversion
  • Data
  • Measurement

When Madmen Meet Wall Street: Content Marketing for Publicly-Traded Companies

  • Jon Malach, NativeAds.com
  • Jon Malach
  • Identify common behaviors of online retail investor communities and work with an invisible conversion funnel
  • Develop investor-friendly and compliant landing pages that convey brand value
  • Create and distribute content that builds trust with investors
  • B2B
  • B2C
  • Content Marketing
  • Strategy

11:00 am - 11:30 am

Why 80% of Marketers are Failing with Display, and How to Fix it Fast!

  • Jeremy Hudgens, Genius Monkey
  • Jeremy Hudgens
  • Better understand your customers’ journeys, and how they should be applied to your strategy
  • Recognize how display advertising fits into your overall marketing strategy
  • Utilize Google Analytics and other tools to measure the metrics that matter
  • Optimize your ad spend and improve your ROI
  • Paid Advertising
  • Strategy

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 Service
  • Strategy

Build a Loyal Base of Listeners: B2B Podcasting

  • Sean Campbell, Cascade Insights
  • Sean Campbell
  • Promote your podcast more effectively via 5 key tips
  • Produce a show that leads to a loyal subscriber base
  • Leverage a set of tools and apps that will help you promote and produce a professional B2B podcast
  • Conversion
  • Customer Experience
  • Data

Proving the Value of Marketing to Management

  • Janett Haas, Forbes Media
  • Janett Haas
  • Use a financially valid marketing accountability model to measure marketing’s value
  • Effectively communicate marketing’s value to management with hard numbers
  • B2B
  • B2C
  • Measurement
  • Strategy

11:45 am - 12:15 pm

Get More out of Every Email You Send

  • Zachary Hanz, ActiveCampaign
  • Zachary Hanz
  • Send more actionable emails
  • Easily segment for every stage of the customer lifecycle
  • Simplify your processes and improve reporting
  • Prove your value with better results
  • B2B
  • B2C
  • Conversion
  • Data
  • Email Marketing

Conversational Strategies to Reach Today’s Consumer

  • Grad Conn, Sprinklr
  • Grad Conn
  • Understand why it’s important to shift from traditional communication tactics to interactive, human conversations
  • Know what a human, personalized conversation from a brand should look like on modern channels
  • Create a marketing strategy that focuses on reaching customers via messaging applications and social media
  • B2B
  • B2C
  • Strategy

Filmmaking in Marketing Simplified: How to Tell Better Stories

  • Derek Lavon Dienner, MAKE Films
  • Derek Lavon Dienner
  • Develop a creative brief process to strategically craft videos to connect to your audience
  • Implement three ways how to grow empathy to tell better stories
  • Use personal tragedy to inspire better stories
  • B2B
  • B2C
  • Content Marketing
  • Video Marketing

Brand Tone: Crafting The Journey

  • barry johnson, barryjohnson.co
  • barry johnson
  • Skip the best practice noise and get straight to the point when addressing your audience
  • Understand why you should develop your tone with your audience in mind
  • Craft content with the F.R.E.S.H. approach
  • B2B
  • B2C
  • Branding
  • Strategy

12:45 pm - 1:40 pm

Elevate Your Content Strategy: How to Scale and Produce Effective Consumer Conversations

Keynote
  • Beverly Jackson, MGM Resorts International
  • Beverly Jackson

Reaching as many people as possible through personalized and engaging content is a significant marketing challenge, but this year offers technology advancements and proven strategies that help improve these efforts. During this Keynote, Beverly Jackson will discuss how to develop a sophisticated content strategy that’s optimized for how consumers behave and where they’re interacting today.

2:00 pm - 2:30 pm

4 Steps to Use AI to Positively Disrupt Your Business

  • Eric Nelson, Logic20/20
  • Eric Nelson
  • Follow specific steps to implement AI into your marketing strategy and gain a competitive edge
  • Create tools that are accessible, usable, and without the “creepy” factor that can be associated with AI
  • Find successful application of these tools with the knowledge of how to monitor & test these systems to ensure precision
  • Secure the support of key figures within your organization that will act as change champions for these new technologies
  • B2B
  • B2C
  • Emerging
  • Strategy

What Marketers Can Learn About Social Media from DJ Khaled and Drake

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Tap into new storytelling features on Snapchat and Instagram Stories
  • Create an employee advocacy strategy to boost organic social media reach
  • Leverage social listening effectively to find and engage potential customers
  • Build relatable, real-time moments like an A-list celebrity for your brand
  • List the types of content given preferential treatment by Facebook and Instagram
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Social Media

Advanced SEO Techniques: From Logs to Language

  • Ian Lurie, Portent
  • Ian Lurie
  • Develop a rubric for advanced SEO audits
  • Understand tools and techniques for log file analysis. GREP and SED, anyone?
  • Know when javascript is actually bad for SEO (and when it’s not)
  • Have a model for SERP-based competitive keyword research using TFIDF
  • Use a few tricks for assessing pages in bulk
  • B2B
  • B2C
  • Conversion
  • SEO & Search

UX Meets MBA: A Designer Goes to Business School

  • McLean Donnelly, The Makery Group
  • McLean Donnelly
  • Articulate the ROI of improved customer experiences
  • Build strategic plans that include customer and business outcomes
  • Teach creatives to use business metrics in their everyday work
  • Strategy
  • UX & Design

2:40 pm - 3:10 pm

Hacking the Website Design RFP Process

  • Jon-Mikel Bailey, Wood Street
  • Jon-Mikel Bailey
  • Develop a simple yet effective project narrative
  • Outline project specs that make sense to everyone
  • Offer agreed upon and measurable goals
  • Provide realistic timelines and milestones
  • Create a realistic budget you can share, yes, you need to talk about $$$​​
  • B2B
  • B2C
  • Strategy
  • UX & Design

Rehearse for Real Time: Preparing for the Moments That Make Content Great

  • Lauren Teague, Convince & Convert
  • Lauren Teague
  • Scale a team of one to many for live content coverage​​
  • Identify which channels align with the right content to tell your story​​
  • Plan your content playbook for cohesive storytelling across any event​​
  • Effectively practice and rehearse your playbook ahead of going live​​
  • B2B
  • B2C
  • Content Marketing
  • Social Media

Crisis Communications: How To Do It Right

  • Tatiana Kuzmowycz, ClassPass
  • Tatiana Kuzmowycz
  • Develop a communication playbook that spans all areas of the business, from press to customer service to your executive team
  • Communicate change with an empathetic customer-first approach
  • Understand ways to preserve your brand and retain customer loyalty
  • Plan for the unexpected with toolkits and plans for the moments you don’t expect​​
  • Strategy

Customer Experience as the Lever to Drive Demand Generation – And Revenue

  • Lauren Goldstein, ANNUITAS
  • Lauren Goldstein
  • Apply buyer insights to close the gap between planning and execution, and improve cross-company alignment
  • Create conversations that matter most to your buyers and drive engagement
  • Operationalize your marketing initiatives to drive greater engagement across the lifecycle of your buyer relationships
  • B2B
  • Customer Experience
  • Strategy

3:20 pm - 3:50 pm

Surviving the Business Apocalypse: Transforming into a Courage Brand

  • Ryan Berman, Courageous
  • Ryan Berman
  • Recognize the four truths of the Business Apocalypse
  • Utilize a modern day, step-by-step framework to becoming a Courage Brand.
  • Overcome the clarity epidemic we currently find ourselves in
  • Smoke out, address and overcome your largest corporate business fears
  • Deliver a ‘Return On Courage’
  • B2B
  • B2C
  • Conversion
  • Strategy

Personalizing Emails and Notifications to Drive Customer Success

  • Seth Weisfield, Pinterest
  • Seth Weisfield
  • Understand how Pinterest moved from manual content curation to automation
  • Develop strategies for leveraging customer data to personalize email and push notifications
  • Avoid the pitfalls of integrating automation into consumer marketing programs
  • Leverage new tactics in your day to day marketing programs regardless of scale
  • Conversion
  • Data
  • Email Marketing
  • Mobile Marketing

Grow Your Business Through the Flawless 5-step eCommerce Growth Pyramid

  • Jeeyan Rostam Abadi, Hawke Media
  • Jeeyan Rostam Abadi
  • Develop (or redevelop) the foundational footprint necessary to optimize your current eCommerce efforts
  • Design and execute on a full-funnel media strategy to generate quality traffic and leads to your website
  • Attract new customers, nurture your current customers and expand your customer base.
  • Identify the platforms and strategies necessary to achieve your desired growth outcomes by analyzing your existing funnel
  • Leverage new data and insights to sustainably grow your revenues
  • B2C
  • Conversion
  • Data
  • Strategy

4:00 pm - 4:45 pm

The Four Horsemen of the Web Marketing Apocalypse

Keynote
  • Rand Fishkin, SparkToro
  • Rand Fishkin

Web marketing certainly isn’t going away, but four forces are combining to radically change how we’ve approached our work the last ten years vs. how we’ll have to in the decade ahead. Google’s removal of SEO opportunity, Facebook ending referral traffic, falling ad impact and rising competition spell an end to the “best practices” of the 2010s. In this presentation, Rand will look onto the horizon to see what new tactics and strategies are emerging from the ashes, and what we’ll need to know to stand out in the years ahead.

4:45 pm - 5:45 pm

Closing Reception

Before you say adieu…join us for a last hurrah. Have a final toast to your new chums, and cheer each other on as you go out to use your new marketing powers and ideas for good. Sadly, DS is over for this year, but applying all your new digital marketing knowledge and insight is only just beginning!

Join us at Digital Summit Seattle 2020