Agenda

Session Filters

Pre-event Tuesday, April 14

10:00 am - 4:00 pm

Advanced Social Media

Masterclass
  • Lauren Teague, Convince & Convert
  • Lauren Teague

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

  • Audit your current state of social
  • Identify landscape and competitive benchmarks
  • Use content that moves, sings and smiles to capture audience attention
  • Refresh social media reports for your organization
  • Choose KPIs that demonstrate campaign health
  • Understand how paid media augments a health organic strategy
  • Develop custom audiences for specific targeting and testing
  • Create a social media playbook for your brand
  • Dial in the best tools and processes for you and your team
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Advanced Digital Analytics Strategies and Tactics

Masterclass
  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema

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

  • Analytics Audit: Learn the criteria required to efficiently evaluate an existing analytics program and diagnose issues affecting data accuracy and measurement efficiency.
  • Configuration: Get a blueprint for activating all the features necessary to produce a representative and rich data set.
  • Reporting: Discover how to deliver clarity, accountability and vision with reporting structure, and learn how to automate your report generation process.
  • Data Mining and Insights: Learn the tricks of the analytics trade pertaining to efficient data mining, finding exciting correlations and extracting insights to “wow” your team.
  • Measurement Process: Find out the best ways to build, maintain and advocate for a solid analytics process that saves time, improves accuracy and fosters growth for your organization.
  • At the end of this masterclass, you’ll be able to:
  • Create new Google Analytics (GA) Accounts, Properties and Views and/or audit an existing account.
  • Configure conversion goals, filters, account integrations, advanced segments and cross-domain tracking within GA.
  • Prepare an accurate, reliable and repeatable process for campaign tracking code creation and stewardship.
  • Demonstrate a working knowledge of Google Tag Manager.
  • Develop meaningful and actionable reports for a variety of audiences from senior leadership to content marketers and media tacticians.
  • Use Google Data Studio to automate your reporting process.
  • Compare and contrast different attribution models.
  • Utilize analytics documentation and other tools to improve measurement efficiency and advance your analytics program.
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Day 1 Wednesday, April 15

8:30 am - 12:30 pm

The Domino Effect and the Billion-Dollar Differentiator: Create & Activate Your Owned Audience

AM Workshop
  • John Triplett, Investis Digital
  • John Triplett

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

  • Benchmark your company’s efforts against the competition and your skill set against your peers to find the topics and tactics you need to use in 2020
  • Learn how a written strategy helps you ideate and create user-focused content for each stage in the customer journey
  • Learn how to activate your content and channels with the customer journey
  • Determine what’s working, what’s not, and how to test with measurement and CRO
  • Manage your owned audience and prove the value it creates for your organization
  • Prove your ROI and how to communicate that with the C-Suite
  • Get access to the interactive workbook, tools and materials to guide you through your ongoing efforts when you get back to the office
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing

Become an SEO Rock Star: Actionable Strategies, Tactics & Tools

AM Workshop
  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton
  • Troubleshoot and fix common technical errors that hurt rankings and traffic
  • Prepare for site migrations (including https) and re-designs
  • Analyze your audience for SEO purposes
  • Map keywords to the buyer’s journey
  • Find and pursue additional SERP opportunities, such as featured snippets, image and video results
  • Audit your existing content to find hidden gems and problem areas
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure your website to create themes
  • Develop a content strategy based upon topical density that drives traffic
  • Increase online publicity and brand awareness through SEO techniques
  • Create an SEO strategy that can be implemented in prioritized steps
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • SEO & Search

Forget Everything You Know About Email Marketing

AM Workshop
  • Jen Capstraw, Iterable
  • Jen Capstraw

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

  • List the components of a complete email program
  • Determine email best practices worth busting
  • Implement The Goldilocks Zone: A practical path to personalization
  • Break free of batch ‘n blast
  • Know when to just say no to A/B testing
  • Name the essential components of preference centers that work
  • Use the feng shui approach to email design
  • Understand the future of email
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes

1:15 pm - 2:15 pm

Opening Keynote

Keynote
  • Paul Plumeri, Wall Street Journal
  • Paul Plumeri

2:35 pm - 3:05 pm

Listening For A Change: The New Frontier of Brand Strategy and Digital Engagement

  • Will Cady, Reddit
  • Will Cady
  • Understand the opportunity for brands and marketers who listen and build community
  • Leverage the tension between consumer’s rejection of ads and love of brands
  • Build a playbook for building community online (ideally on Reddit!)
  • B2B
  • B2C
  • Branding
  • Culture, Impact & Leadership

Establishing a Data-Driven Social Content Strategy

  • Ericka Kurtz, MGM Resorts International
  • Ericka Kurtz
  • Understand how to use process, data and insights to drive your content strategy
  • Implement social listening to optimize content curation and output
  • Identify the value of influencers as part of your content strategy and turn it in to a scalable channel
  • Define and defend social KPIs to key stakeholders
  • B2B
  • B2C
  • Content Marketing
  • Social Media

Customer Service Design: Content Strategy in the Spaces Between

  • Mike Atherton, Facebook
  • Mike Atherton
  • Map a customer journey step-by-step
  • Plan content activities for stronger engagement
  • Discover ways to build long-term loyalty
  • B2B
  • B2C
  • Content Marketing
  • Lead Gen / Conversion / Retention
  • Social Media

3:20 pm - 3:50 pm

The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Fine-tune your approach to finding your customers on social media and build long-lasting relationships one by one through direct conversation and content that converts to sales.
  • Apply community management best practices that are used by the world’s leading brands (i.e., Wendy’s), and learn why every brand should spend more time paying attention to what’s said about them and their competition.
  • Improve decisions on what to post, where, when, and how to engage by understanding how Facebook and other social networks will penalize content marketers for click-bait and fake news, engagement-bait and links which live outside of the native platform
  • “Futureproof” your company & job over the next decade as AR/VR and advancements in technology disrupt marketing further by creating more noise and friction between brands and their customers.
  • Artificial Intelligence
  • B2B
  • B2C
  • Lead Gen / Conversion / Retention
  • Social Media
  • Voice / AR / VR

Engagement Redefined: Go Beyond the Moment in a Connected World with the Power of Audio

  • Gabe Tartaglia, Pandora
  • Gabe Tartaglia
  • Understand why sound is one of the most powerful ways to impact human behavior
  • Develop a sonic strategy for your brand
  • Build new models of measurement and effectiveness in the screen-less era
  • B2C
  • Lead Gen / Conversion / Retention
  • SEO & Search
  • Voice / AR / VR

Analytics for Agencies: Processes to Become the Purveyors of Truth

  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema
  • Prepare and utilize the five key documentation resources at the core of the most venerated analytics practices
  • Produce eye-opening reports designed specifically for your client audience(s)
  • Roll out a systematic process for mining data and unearthing juicy insights
  • Understand what to look for when hiring your next agency analyst
  • B2B
  • B2C
  • Data & Analytics

4:05 pm - 4:35 pm

Align Sales and Marketing Teams with a Successful B2B Account-Based Marketing Strategy

  • Fabian Gehring, Bosch
  • Fabian Gehring
  • Align sales and marketing goals
  • Identify and analyze target accounts
  • Develop personalized messages for high-value customers
  • Increase efficiencies and ROI of marketing campaigns
  • B2B
  • Lead Gen / Conversion / Retention

The Authenticity Lie: How to Build Loyalty Through Storytelling

  • Eric Thomas, SAGA MKTG
  • Eric Thomas
  • Build a digital identity that is unique to YOUR brand.
  • Understand how current brands are using trends to “feel” authentic
  • Use Digital Storytelling to do consistent cross-platform world building
  • Make “boring” brands more engaging
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Customer Experience
  • Storytelling

Using Data to Drive Superior Digital Marketing Returns

  • Will Bailey, USADATA
  • Will Bailey
  • Manage and exceed expectations with stakeholders by clearly defining campaign KPI’s based on existing and enhanced data
  • Understand what differentiates your customers at the demographic, psychographic, and econographic levels to select the best audience and generate higher value prospects
  • Create and deliver post-campaign analytics reports that provide clear and actionable goals for future and ongoing campaigns
  • B2B
  • B2C
  • Data & Analytics
  • Lead Gen / Conversion / Retention

4:50 pm - 5:20 pm

Beyond Personalization: Deliver Authentically Human Emails That Drive Meaningful Result

  • Bruce Swann, Adobe
  • Bruce Swann
  • Be inspired with meaningful trends and best practices in email
  • Infuse creativity, storytelling and humanization your email programs
  • Incorporate email into an omnichannel strategy
  • B2B
  • B2C
  • Data & Analytics
  • Email Marketing
  • Lead Gen / Conversion / Retention
  • Personalization

How to Build Digital & Strategic Partnerships to Reach New Audiences

  • Mike Epstein, Cinematic Music Group
  • Mike Epstein
  • Gain an understanding of three specific types of audiences you can reach out to for your business
  • Learn strategies for approaching brands you’re interested in partnering with
  • Use social media to find what audiences make sense for your business
  • B2B
  • B2C
  • Branding
  • Conversion
  • Social Media

How Disruptions in TV and Video Are Changing Marketing

  • Kenneth Kinney, Ai Media Group/ A Shark's Perspective Podcast
  • Kenneth Kinney
  • Plan and optimize an omni-channel campaign across all channels including TV (Advanced, Addressable, Connected, Linear, Programmatic, VOD, TV Everywhere, etc.) digital, email, voice, social, podcasts, influencers, and more
  • Leverage data-driven decisions to look at attribution and measurement
  • Optimize across channels for the best results of your spend and that of the customer
  • Data & Analytics
  • Lead Gen / Conversion / Retention
  • Video

5:20 pm - 5:50 pm

Closing Reception

Day 2 Thursday, April 16

8:30 am - 9:00 am

Brand-first. Not Digital-First: The Importance of “Brand-Building” in a Digital World

  • Anthony Wiktor, Ad Victorem
  • Anthony Wiktor
  • Understand why it’s even more vital to have a strong brand in the digital age
  • Create a strong brand in three phases: Brand Platform, Brand Identity, Brand Expansion
  • “Story craft” not “story tell” as a way to create emotional connections between your brand and customers
  • B2B
  • B2C
  • Branding

Leverage Challenger Thinking to Redefine Your Brand and Ramp Up Your Marketing Strategy

  • Nicola Smith, REBEL & REASON
  • Nicola Smith
  • Understand why conformity is killing your brand and how to stop it
  • Break the rules or conventions of your industry to move your business forward
  • Use tangible ways to apply challenger thinking to your brand and marketing strategy
  • Replicate examples of brands breaking the rules and hacking the system to drive growth
  • B2B
  • B2C
  • Branding
  • Culture, Impact & Leadership
  • Customer Experience

Humanization Is the New Personalization: Driving Growth With Good

  • Jen Capstraw, Iterable
  • Jen Capstraw
  • Understand how dignity and morality have become central to business growt
  • Replicate exceptional examples of empathy in actio
  • Identify common tactics and tricks that are past their prime and ready for retirement
  • B2B
  • B2C
  • Branding
  • Culture, Impact & Leadership
  • Personalization

9:15 am - 9:45 am

Website Migration: What to do Pre, During and Post

  • John Triplett, Investis Digital
  • John Triplett
  • List the reasons to migrate (there are plenty)
  • Learn how to make your new site SEO-friendly
  • Prepare for your migration
  • Find out what to expect during migration day
  • Know what to monitor post-migration
  • B2B
  • B2C
  • SEO & Search
  • UX & Design

A Sound Advantage: Search and Semantics

  • Upasna Gautam, CNN
  • Upasna Gautam
  • Understand the two fundamental parts of Google’s Automatic Speech Recognition (ASR): how sound is processed and how speech modeling is conducted
  • Know exactly what the four metrics Google uses to track the quality of the system are
  • Apply given tactics on how to target content by searcher need states to your own strategy
  • Artificial Intelligence
  • B2B
  • B2C
  • SEO & Search
  • Voice / AR / VR

Driving Customer Visits to Your Physical Store

  • Andrew Smith, initiate-it
  • Andrew Smith
  • Craft relevant, meaningful email communications for customers within specific funnels of your company’s CRM system
  • Gain creative inspiration from viewing landing pages that are designed for A/B testing with target audiences, leading to real-time decision making and nimble pivoting for optimal results
  • Use social listening to build loyalty and generate repeat sales
  • B2C
  • Customer Experience
  • Lead Gen / Conversion / Retention

10:00 am - 10:30 am

The Dojo – Implementing an Immersive Learning Environment for Teams

  • Travis Klinker, Target
  • Travis Klinker
  • Establish an immersive learning environment
  • Build curriculum to drive behaviors
  • Staff a team of coaches to build capabilities
  • B2B
  • Culture, Impact & Leadership

Customer Experience as the Lever to Drive Growth and Elevate Your Demand Marketing Success!

  • 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
  • B2C
  • Consumer Behavior
  • Lead Gen / Conversion / Retention

11:00 am - 11:30 am

A Balanced Attack: Creating and Enhancing a Communication Skill Set in the Workplace

  • Dan Devone, Fox Sports
  • Dan Devone
  • Effectively communicate in the work place and more importantly socially
  • Prepare for the infusion of A.I. in the work place
  • Better influence digital marketing and communication going forward
  • B2B
  • B2C
  • Culture, Impact & Leadership
  • Emerging

How to Win the UX War on the Corporate Battle Field

  • Lynne Adams, Johnson & Johnson
  • Lynne Adams
  • Diagnose and overcome common obstacles marketers face when convincing colleagues and management to prioritize user experience
  • Create a strategy to effectively communicate the benefits of design to your organization
  • Build stakeholder trust and confidence by articulating the value of good UX
  • Identify allies who will help build momentum on your journey to promoting a user-centric culture
  • B2B
  • B2C
  • Culture, Impact & Leadership
  • UX & Design

11:45 am - 12:15 pm

Email Deliverability Best Practices From The Experts

  • Tracey Ellis, Leadous Inc.
  • Tracey Ellis
  • Create your own email deliverability plan
  • Understand and know how to review deliverability tracking
  • Proven ways to design and deploy emails for success
  • B2B
  • B2C
  • Email Marketing

Three Keys to Mastering B2B Email Like a Jazz Musician

  • Cliff Seal, Salesforce
  • Cliff Seal
  • Use testing for benchmarks (not a free metrics boost) like the best high-performance marketers
  • Understand how target audience segmentation & personalized content strategies work together
  • Leverage cross-channel brand consistency & real-time behavioral triggers to drive results
  • Automation
  • B2B
  • Content Marketing
  • Email Marketing
  • Personalization

How to Become a Thought Leader on LinkedIn

  • Ty Heath, LinkedIn
  • Ty Heath
  • Define the anatomy of a strong LinkedIn profile and summary
  • Invest in an effective content strategy to grow engagement around your thought leadership with a goal of generating leads
  • Amplify your voice and curate powerful conversations to guide prospects through the buyer’s journey
  • B2B
  • B2C
  • Content Marketing
  • LinkedIn

12:45 pm - 1:40 pm

Storytelling Secrets: How To Go Viral In 2020

Keynote
  • Jon Youshaei, Instagram
  • Jon Youshaei

According to Inc Magazine, “If anyone has cracked the code for going viral, it’s Jon Youshaei.” Named a top marketer by Forbes and Entrepreneur magazine, Youshaei worked at YouTube as their Head of Creator Product Marketing before joining Instagram.

In today’s world of short-attention spans, Youshaei’s keynote provides the blueprint for how to break through the noise no matter what industry you’re in. You’ll walk away with proven techniques, templates, and tools to reach many more people with your message.

2:00 pm - 2:30 pm

Fyre Festival: Lessons Learned, Influencer Truths & Takeaways – A Chat with Ja Rule

  • Ja Rule, Rapper and Entrepreneur
  • Carlos Gil, Gil Media Co.
  • Ja Rule
  • Carlos Gil
  • Understand what’s necessary to go all-in to build an authentic brand
  • Approach influencer marketing with a mindset based on today’s changing consumer environment
  • Draw practical lessons from both successful and unsuccessful influencer campaigns and apply to your own efforts
  • Influencer Marketing
  • Social Media

Design Tips for Better Data Storytelling

  • Tim Degner, Nike
  • Tim Degner
  • Build a process & method for more successful data visualization designs
  • Become more aware of the process of critical thinking & visual analysis
  • Understand how layering in relevant contextual data helps your audience
  • Create a new understanding of interpreting data and incorporating your most valuable data sets into your content strategy
  • B2C
  • Content Marketing
  • Data & Analytics
  • UX & Design

2:40 pm - 3:10 pm

7 Tips to Level Up Your Social Media (and Also Make it Accessible)

  • Carmen Collins, Cisco
  • Carmen Collins
  • Have good hashtag etiquette that will keep you from a PR fail—with the bonus of making them easier to consume by all of your users
  • Understand that emoji etiquette will keep your post from becoming annoying to users of all abilities
  • Post better visuals that will get you more metrics success and allow you to help others “see” through your brand’s eyes
  • Master the silent auto-play challenge and get more views with better video practices
  • Depart the session with the understanding that accessible social is just good social, with take-aways that will change the way you “see” your content
  • B2B
  • B2C
  • Content Marketing
  • Social Media

First Impressions: Creating Iterative, Automated Customer Segmentation with AI

  • Ivelyse Andino, Radical Health
  • Ivelyse Andino
  • Social Media

3:20 pm - 3:50 pm

Cause Marketing Strategies that Build Business and Communities

  • Gina Davis, Ticket to Dream Foundation
  • Gina Davis
  • Understand how consumer-focused giving activations build brand preference and sales
  • Create campaigns, content and stories that connect with a socially-aware audience
  • Apply digital and mass marketing strategies to target and engage audiences
  • B2C
  • Branding
  • Content Marketing
  • Culture, Impact & Leadership
  • Customer Experience
  • Social Media

The Hidden Psychology of Social Networks

  • Joe Federer, McGraw-Hill
  • Joe Federer
  • Optimize your social media channel strategy to reach people in the most effective environments
  • Understand why people act so differently in different kinds of social networks — and what that means for us as brands
  • Create campaigns and content suited to these different social network structures to maximize engagement and social sharing
  • Consider lessons from brands that have already mastered their niches in different online environments
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Social Media

4:00 pm - 4:30 pm

How to Become a Pop-Marketer: Wield Attention Like a Lightsaber, Using the Power of Popular Culture

  • Joe Cox, Pop Marketer
  • Joe Cox
  • Learn how to define your “editorial authority”, giving your brand’s social content laser focus
  • Supercharge your social media by implementing key principles from popular culture
  • Apply Pop-Marketing secrets from Red Bull & Adidas that will change your game
  • B2C
  • Branding
  • Content Marketing
  • Social Media

Surviving Google’s Algorithm Updates Before They Happen

  • Taylor Kurtz, Crush the Rankings
  • Taylor Kurtz
  • Measure your website against the known standards set by Google and other search engines
  • Identify immediate areas of improvement based on Google’s Algorithm, as well as competitor analysis
  • Create a winning SEO strategy that will allow you to breathe easier when an Algorithm Update is on the way
  • B2B
  • B2C
  • Content Marketing
  • SEO & Search

Viral Velocity: How to Build Buzz at Record Speed

  • Ben Kaplan, PR Hacker
  • Ben Kaplan
  • Simplify complex ideas and increase their viral velocity
  • Seed content with influencers who will spread it
  • Activate emotions to trigger immediate action in your audience
  • B2B
  • B2C
  • Content Marketing
  • Social Media

4:40 pm - 5:15 pm

Evening Keynote, Rand Fishkin

Keynote
  • Rand Fishkin, SparkToro
  • Rand Fishkin

5:15 pm - 5:45 pm

Closing Reception