Agenda | Digital Summit Seattle

Agenda

These great sessions have been confirmed so far, with more on the way. Keep checking back for updates!

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Day 1 Wednesday, September 07

8:30am - 12:30pm

SEO in 2022: Win More Visibility in Customer Searches

Masterclass
  • Greg Gifford, SearchLab Digital
  • Greg Gifford

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

  • Understand how Google’s algorithm functions and which elements it uses for ranking
  • Identify technical issues that could be hurting visibility and user experience
  • Learn how to write content that customers love and Google rewards
  • Learn how to acquire links from other websites to help boost relevance
  • Learn how to gain more visibility in local searches
  • Learn how to optimize Google My Business
  • Learn how to use Google Analytics to track organic performance and site actions
  • Create a prioritized strategy for SEO in 2022

Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

Customer Experience: Turning Every Customer into a Hero for Treasure and Glory

Masterclass
  • Michelle Stinson Ross, Mindful Appy
  • Michelle Stinson Ross

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

  • Build and use customer personas for more than new content creation
  • Flip the script on the customer journey as we’ve known it to help customers meet their objectives and drive your sales and revenue
  • Ask the right questions at the right moments to understand what’s driving the behaviors you’ve tracked in analytics for decades

Included with Platinum Passes, upgrade required for Main Event Passes
  • Customer Experience

Building a Standout Brand: How to Stand Out in a Crowded, Distracted World

Masterclass
  • Nick Westergaard, Brand Driven Digital
  • Nick Westergaard

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

  • Implement the seven digital dynamics of standout brand building
  • Endow brands with a unique meaning, story, and structure (standout brands stand for something)
  • Create marketing gravity through compelling content and an engaged community internally and externally
  • Build a connected brand experience for customers both online and off

Skill-level/audience-level: Intermediate (or if by job title, marketing leadership)

Included with Platinum Passes, upgrade required for Main Event Passes
  • Branding

1:15pm - 2:15pm

Recession-Proof Marketing: 8 Tips I Learned After 8 Years Working at Instagram & YouTube

Keynote
  • Jon Youshaei, Formerly of Instagram & YouTube
  • Jon Youshaei

Reaching millions of people isn’t an accident. It’s a process – one that Jon Youshaei mastered as a leading marketer at YouTube, Instagram and writer for Forbes and Time magazine. Especially with a recession looming, there’s never been a better time to revamp your marketing to reach more people at lower costs.

In this keynote, Youshaei shares the latest tools, tips, and tactics you’ll need to do exactly that, including how to use artificial intelligence in a way that most of your competitors won’t. By the end of his talk, you’ll have your notepad filled with how to break through the noise without breaking the bank.

As a bonus, Jon will also host a Q&A after the keynote and do live “Instagram Audits” where he’ll review your brand’s page and provide a list of personalized changes you can implement immediately.

2:30pm - 3:00pm

Standout Brand Storytelling: Using the Science of Story to Captivate Customers

  • Nick Westergaard, Brand Driven Digital
  • Nick Westergaard

After this session, you’ll be able to:

  • Define the key elements of brand story including protagonist, antagonist, and world building
  • Capture attention by creating empathetic stories based on customer challenges
  • Craft captivating stories that drive profitable actions and long-term brand loyalty

This session is for digital marketers who are looking for ways to harness the power of storytelling to stand out to today’s increasingly distracted customer.

  • Consumer Behavior
  • Customer Experience
  • Storytelling

3 Critical Considerations to Take When Moving Your DXP/CMS to the Cloud

Presented by Optimizely
  • Mike Zaruba, Rightpoint
  • Mike Zaruba

After this session, you’ll be able to:

  • Prepare your team to begin a large scale digital transformation project
  • Determine what key attributes & details to look for when deciding on a new technology stack
  • Ensure you have allowed for adequate time, type and frequency for training

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Marketing Operations

Meet & Greet with Jon Youshaei, Former Marketing Lead at Instagram and YouTube

  • Jon Youshaei, Formerly of Instagram & YouTube
  • Jon Youshaei

This is an opportunity for you to connect with Jon after he delivers the event’s keynote in a casual, intimate setting and ask him any lingering questions. Come prepared with questions relevant to your marketing efforts or specific talking points that Jon discussed during this talk!

3:15pm - 3:45pm

Ricky Bobby’s Guide to Showing up in Local Searches

  • Greg Gifford, SearchLab Digital
  • Greg Gifford

After this session, you’ll be able to:

  • Understand the additional signals involved with Local SEO
  • Optimize both on-site and off-site signals to influence local search rankings
  • Optimize Google My Business for better visibility and better first impressions with customers

  • SEO & Search

Don’t Delay Design: Understanding the Business Value of UX

  • Sharanya Ravichandran, JPMorgan Chase
  • Sharanya Ravichandran

After this session you’ll be able to:

  • Capitalize on the business value of design and its impact on customer satisfaction
  • Employ effective design strategies to drive better business outcomes
  • Implement an engagement model to collaborate with design at key decision points

  • Consumer Behavior
  • Customer Experience
  • UX & Design

5 Steps to Build Data-Driven Video Strategies

Presented by Effectv, A Comcast Company
  • Becky Martin, Effectv
  • Becky Martin

After this session, you’ll be able to:

  • Understand what data sets should inform your video strategy
  • Build reach across a fragmented video ecosystem
  • Make considerations for audiences, geography & creative
  • Better measure success with video

This session is for anyone who is utilizing or considering TV & video in their marketing mix and is looking for proven criteria to build data-driven video campaigns that deliver effective results.

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Strategy
  • Video Marketing

4:00pm - 4:30pm

Content First Omnichannel Planning

  • Patty Radford Henderson, Annum
  • Patty Radford Henderson

After this session you’ll be able to:

  • Garner top-down alignment on an omnichannel approach to strategic planning
  • Establish an overarching and prioritized content plan
  • Develop cross channel content programming

Who should attend? This session is for marketers who are striving to deliver more integrated omnichannel experiences and need some quick wins to get things moving in the right direction.

  • Content Marketing

Develop a Pay to Play Strategy for Cause-Driven Advertising

Sponsored by Pantheon
  • Steven Bond, Forum One
  • Steven Bond

After this session, you’ll be able to:

  • Persuade decision makers to reevaluate the reality of organic reach and shift to a “pay-to-play” mindset
  • Adjust your advertising budget to experience valuable ROI
  • Incorporate paid digital advertising tactics into your cause marketing campaigns and boost engagement

You’ll walk away with practical questions to answer that elevate your cause marketing efforts, and be able to take action steps that are necessary to move your digital advertising strategy forward.

Who should attend? This session is for digital marketers looking to boost the impact of their social media and search engine optimization efforts. Steven will present the information in a way that’s understandable without several years of experience with social media and digital advertising. For example, a CMO or someone with PR background could follow.

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

Navigating the New Fractional Talent Economy

  • John Arms, JP Arms
  • John Arms

After this session, you’ll be able to:

  • Discover the tactics needed to position yourself for Fractional work in your career
  • Take steps to set up your own Fractional practice
  • Use the right tech stack to get started as a potential fractional pro

  • Culture, Impact & Leadership
  • Professional Development

4:30pm - 5:30pm

Opening Reception

Hosted by Haensel AMS - CDI2

Day 2 Thursday, September 08

8:30am - 9:00am

Quality and Quantity: How to Scale Your Marketing by Creating a “Content Machine”

  • Rachel Hernandez, The HOTH
  • Rachel Hernandez

After this session, you’ll be able to:

  • Turn your current content strategy into a scalable model
  • Determine what you can automate or outsource without sacrificing quality or results
  • Easily manage large content teams and high-volume initiatives

This session is for experienced content marketers who are ready to “level-up” their current reach by creating high-volume, high-quality content.

  • Content Marketing

Embedding DEI into your Marketing Strategy

  • Guneet Kaur, Snap Inc.
  • Guneet Kaur

After this session, you’ll be able to:

  • Implement inclusions and accessibility principles in your work, from content to event marketing
  • Understand why it’s important to become a DEI advocate and encourage others to follow suit
  • Analyze and leverage feedback on your current marketing strategy

This session is designed for digital marketers who have several years’ experience and want to understand how to effectively increase their commitment to DEI and broaden their reach.

  • Inclusive Marketing

9:15am - 9:45am

Preparing Your SEO and Content Strategy for 2023 and Beyond!

  • Taylor Kurtz, Crush the Rankings
  • Taylor Kurtz

After this session, you’ll be able to:

  • Understand the recent changes by Google and how to be compliant with these new standards
  • Create a targeted content strategy aimed at driving relevant organic traffic, as well as improve your authority and trust within Search Engines
  • Improve your overall user experience and core vitals to thrive with the ongoing Page Experience Update

This presentation is aimed at business owners or marketing professionals with several years of experience in Search Engine Optimization who are looking to compete with large companies without the large budget.

  • Content Marketing
  • SEO & Search

Finding the Value in Your Marketing Using Data and Analytics

  • Connor Bonam, Dealer Inspire
  • Connor Bonam

After this session, you’ll be able to:

  • Maximize your marketing ROI through the use of data and analytics
  • Implement simple tips to identify what business success looks like, using data
  • Improve tracking for your campaigns and prioritize the right marketing tactics

  • Data & Analytics

Battle the Burnout: Future Proof Your Social Strategy

  • Laura Wilson, Weber Shandwick & Georgetown University
  • Laura Wilson

After this session, you’ll be able to:

  • Develop a right-sized plan that leverages your customer’s entire ecosystem to tell the right story in the right format for the right channel
  • Create a strategy that ensures creation of engaging content that supports business objectives and allows for experimenting with new formats
  • Identify the right approach to scale social media content creation processes and get the most impact out of your efforts

This session is for digital marketers who have several years’ experience with social content strategy and want to understand how to best use their time and budget to keep up with a rapidly evolving social landscape.

  • Content Marketing
  • Social Media

10:00am - 10:30am

Content Deep Dive: How to Audit, Improve, and Generate New Content

  • Ashley Segura, TopHatRank.com
  • Ashley Segura

After this session, you’ll be able to:

  • Perform your own content audit (with a spreadsheet template to take home)
  • Create content that outranks the competition (and analyze competitor content)
  • Generate hundreds of new topic ideas (that your ideal audience is searching for)
  • Update your existing content and identify which topics to reuse (the optimized way)
  • Develop a content strategy that converts (and the spreadsheets to keep you organized along the way)

  • Content Marketing

How to Drive Effective Outbound Sales via LinkedIn

  • Kent Lewis, Deksia
  • Kent Lewis

After this session, you’ll be able to:

  • Understand the power of using LinkedIn to drive qualified sales leads
  • Apply proven best practices to generate MQLs and SQLs via LinkedIn
  • Create an outbound sales strategy that works

  • Lead Gen / Conversion / Retention
  • LinkedIn
  • Social Media

Unlocking the Secret to Effective Paid Search Campaigns

  • Jaimee LaTorra, Rover.com
  • Jaimee LaTorra

After this session you’ll be able to:

  • Understand if running paid search makes sense for your company
  • Comfortably navigate Google Ads and audit the most important areas
  • Extract insights from Paid Search for use in other channels
  • Save your company tons of wasted PPC spend

This session is for digital marketers who are experienced in other marketing channels and want to feel more confident navigating Google Ads.

  • Paid Advertising
  • SEO & Search

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Freddy Krueger’s Guide to Scary Good Reporting

  • Greg Gifford, SearchLab Digital
  • Greg Gifford

After this session, you’ll be able to:

  • Understand why most SEO reports are overloaded with data and pointless metrics
  • Create actionable reports that your clients or leadership team love
  • Learn which metrics to include… and which ones you should drop immediately

  • Data & Analytics
  • SEO & Search

Marketing in the Metaverse: Why and How Brands Can Engage in Virtual Worlds

  • Kent Lewis, Deksia
  • Kent Lewis

After this session, you’ll be able to:

  • Capitalize on new opportunities to market in the metaverse
  • Develop and implement strategies to engage audiences in virtual worlds
  • Identify the importance of the metaverse to the future of marketing and who the key players are

  • Emerging Technology

We’re Not So Different You and I: Blending Content and Product Offerings

  • Zack Davisson, Booyah Advertising
  • Zack Davisson

After this session, you’ll be able to:

  • Effectively blend your content and products to create a culture within your company where content is seen as connected and impertive to the broader strategy
  • Orient your product and content strategies around data-driven storytelling
  • Define the relationships between content and product teams, making it easier for everyone involved to understand each other
  • Keep these core questions at the center of both your content and product teams’ work: How are we helping? Why should our customers care? How do we deliver those answers most effectively?

  • Content Marketing

11:45am - 12:15pm

Cause Marketing Strategies that Build Business and Communities

  • Gina Davis, Ticket to Dream Foundation
  • Gina Davis

After this session, you’ll be able to:

  • 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

  • Cause Marketing
  • Content Marketing
  • Social Media
  • Strategy

From Feed to FYP: Creating Content that Works and Wins

  • Laura Wilson, Weber Shandwick & Georgetown University
  • Laura Wilson

After this session, you’ll be able to:

  • Identify elements that help certain content break through and stand out
  • Tell stories that makes users want to activate their own communities
  • Think beyond the behind-the-scenes to democratize content and show up authentically

  • Content Marketing
  • Storytelling

Branded Video Content Programs That Last

  • Angélique Pendley, Tommy Bahama
  • Angélique Pendley

After this session, you’ll be able to:

  • Launch robust, brand-enhancing video programs with a solid foundation for successful, durable, and expandable results
  • Continue to seamlessly expand upon and measure the success of your content programs in a modular fashion
  • Apply key session takeaways to a vast array of campaigns and marketing initiatives, whether working with an internal creative team or outside agency

This session is for seasoned digital marketers experienced in content strategy who want to enhance their reach and creative collaborations, as well as tho­­se newer to video and creative content creation who want to start off with a strong foundation for success.

  • Content Marketing
  • Video Marketing

12:15pm - 1:15pm

Lunch & Networking Break

1:15pm - 1:45pm

Future Proofing Your Instagram Approach

  • Lauren Teague, Convince & Convert
  • Lauren Teague

After this session, you’ll be able to:

  • Reset your Instagram approach to maximize on sweeping platform changes
  • Apply a Creator’s mindset to Instagram content
  • Measure Instagram success using non-vanity metrics

  • Social Media

A Proven Content Strategy for Ranking On Page One of Google

  • John Triplett, Ignite Visibility
  • John Triplett

After this session, you’ll be able to:

  • Create content guidelines by analyzing what performs best
  • Ideate and create content with both your audience and Google in mind
  • Rank your content on the first page with a proven strategy for any business vertical

  • Content Marketing
  • SEO & Search

The Power of Storytelling: How to Humanize Your Brand

  • Gina Michnowicz, The Craftsman Agency
  • Gina Michnowicz

After this session, you’ll be able to:

  • Listen and evolve your brand voice to better engage with your audience
  • Drive conversations, loyalty, and ROI through the creation and delivery of intentional content
  • Utilize your social media platforms to tell an effective story that connects with target audiences

This session is for digital marketers looking to reframe their brand strategy to share effective stories and build meaningful connections with their customers.

  • Branding
  • Content Marketing
  • Customer Experience
  • Social Media
  • Storytelling

2:00pm - 2:30pm

The Digital Advertiser’s Guide to Privacy Maturity

  • Chris Park, Microsoft
  • Chris Park

After this session, you’ll be able to:

  • Evaluate your privacy and data maturity
  • Level up your business by improving how you collect and manage your data
  • Create better marketing programs and create stronger relationships with your customers

  • Data & Analytics
  • Privacy

The Ultimate Guide to Accessibility for 2023

  • Patricia Evanno, Logic20/20
  • Patricia Evanno

In this session, you’ll learn how digital accessibility can benefit your business, best practices for implementation, and how to scale accessibility across your organization.

After this session, you’ll be able to:

  • Better understand why accessibility is critical for both your customers and your brand
  • Pinpoint key areas of accessibility focus, including social media, email, webpages, and more
  • Follow specific steps for designing and implementing a digital accessibility strategy
  • Develop a change management plan to help you scale accessibility across your business

  • Accessibility
  • Social Media
  • Website

2:45pm - 3:15pm

Emotion and the Customer Journey: Go Beyond the NPS to Improve Your Customer Experience

  • Michelle Stinson Ross, Mindful Appy
  • Michelle Stinson Ross

After this session, you’ll be able to:

  • Identify how emotion impacts micro conversions along your customers’ journey
  • Implement a customer feedback strategy that goes beyond the NPS
  • Adjust customer engagements based on feedback

  • Consumer Behavior
  • Customer Experience
  • Data & Analytics

Data-Driven SEO & Content Strategy to Reduce Your Customer Acquisition Costs

  • Prashant Puri, Adlift
  • Prashant Puri

After this session, you’ll be able to:

  • Reduce your overall customer acquisition costs
  • Synergize efforts between SEO and Paid Search
  • Leverage consumer behavior to model their content marketing strategy – decide with data

  • Consumer Behavior
  • Content Marketing
  • Data & Analytics
  • SEO & Search

3:30pm - 4:00pm

Problem Solving Tactics for SEO Success

  • Corey Morris, Voltage
  • Corey Morris

After this session, you’ll be able to:

  • Recognize specific SEO challenges and areas that can tank the best strategies and plans
  • Engage with the right stakeholders and navigate through to specific resolutions to your SEO problems
  • Find the space in between strategy and tactics to solve problems before they happen and when in the midst of them

This session is for digital marketers who are responsible for or connected with SEO strategy, tactical execution, or are stakeholders to SEO performance and success.

  • SEO & Search

Exposing the Failure of B2B Inbound Marketing: Generate Content that Empowers Your Sales Team

  • Pragadish Kalaivanan, Toucan Toco
  • Pragadish Kalaivanan

After this session you will be able to:

  • Generate B2B content differentiated by stages of the sales cycle
  • Build traditional and social content that empowers your sales team
  • Align marketing and sales to create an educational experience for your prospects

  • B2B
  • Content Marketing
  • Lead Gen / Conversion / Retention