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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!”

– 2018 Digital Summit attendee

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

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

Develop a Facebook Advertising Strategy to Reach Your Best Prospects

AM Workshop
  • Susan Wenograd, Aimclear®
  • Susan Wenograd

Effective Facebook Advertising is so much more than Boosted Posts and hoping for the best. As Facebook changes its algorithm, knowing how to use Facebook Ads is becoming much more critical. But you can easily burn through your advertising budget without any real results when you don’t know how to use Facebook ads properly. When you know how to choose the right Facebook ad objective, track all the way through your funnel, and split test your ads correctly, you know how to make it rain. Use Facebook Ads to find new leads, hyper-target to your warm audience with the perfect sales messages that will help their buying decision, and stay top of mind with your customers. In this workshop, we’ll dive into advanced strategies for targeting and discuss which ad types work best for your goals. You’ll learn how to use the Facebook Pixel for tracking, and the magic of retargeting your ads. You’ll walk away with a solid understanding of how to approach your next marketing campaign.

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

  • 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

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.

Long time speaker Michael Barber will guide you through this half-day workshop designed for intermediate email marketers, as well as those marketers looking to broaden their email marketing knowledge.

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.”

– 2018 Digital Summit attendee

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A certificate of completion is available for all AM Workshops attendees

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