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AM Workshops

Maximize your Digital Summit learning experience by adding any of these pre-conference 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.

“Pre-workshop alone was worth the price of the entire ticket!”

– 2017 Digital Summit attendee

Day 1 Tuesday, December 04

8:30 am - 12:30 pm

SEO of Today: What Really Moves the Needle

AM Workshop
  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein

SEO of today involves technical and marketing expertise. On the technical side, you must have a solid website structure, so that the search engines can find and index your webpages. That means your website needs to be free of technical errors and optimized for your targeted keywords. On the marketing side, you need to understand the web user’s behavior and how to attract them to your site.

This SEO workshop provides a balance of technical and marketing tactics that when used together, will drive targeted traffic to your website. The focus is on intermediate to advanced information, but the information will be presented in such a way that it encompasses everyone.

You will receive an online interactive workbook to use during the workshop, which will allow you to walk through exercises, and personalize the information you learn to your company or brand.

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

  • Identify technical issues on your website that are hurting rankings and/or performance
  • Prepare for site migrations (including https) and re-designs
  • Uncover hidden gems in Google Analytics and Google Search Console
  • Find and pursue additional SERP opportunities, such as rich snippets, image and video results
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure the 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
  • Win over key executives with the right data and reporting
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Search
  • Strategy

45 Tactics to Take Your Email from Zero to Hero

AM Workshop
  • Michael Barber, barber&hewitt
  • Michael Barber

Email isn’t the sexiest marketing topic, nor is it the most fun, but if done well it can lead to the best ROI of any channel in your marketing mix. Regardless of industry and even though there is more noise in the inbox and more apps for consumers to juggle, email continues to prove itself as the best one-to-one communication channel for brands and most preferred by consumers.

But marketers continue to struggle with email. Whether it’s sending the same email to all our subscribers, not authenticating our domains, designing campaigns for consumers of yesteryear, being blatantly too personal, not using the right data to effectively personalize email content, not testing, not mixing up our email tactics, or simply living up to averages, we stumble all the time with this channel.

Join Michael Barber as he explores 45 of the best and practical ways to improve your email campaigns, challenges your email conceptions, and shows you just why this channel continues to be vitally important for marketers.

We’ll focus on intermediate to advanced information. Plus, you’ll receive an online interactive workbook to use during the workshop which will allow you to walk through exercises, and personalize the information you learn to your company or brand.

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

  • 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
  • Strategy

How to Build a Marketing Plan that Maps to Your Sales Pipeline

AM Workshop
  • Stephanie Ristow, Charter School Capital
  • Stephanie Ristow

Building a marketing plan that is understood, valued, and approved by both executive leadership and sales is tougher than it looks. This workshop will provide a step-by-step how-to on building the elements for an effective, strategic marketing plan that prevents strategy tourism among your team, gives you the flexibility to shift and prioritize quickly throughout the year, aligns marketing and sales departments to a central mission, and paves the way for a predictable pipeline of sales for your leadership team. You’ll walk away from this session with a fully-outlined marketing plan (literally in your hands) that will impress executive leadership and get your sales team pumped about marketing.

After this workshop, you’ll be able to:

  • Define budget and resource allocation between demand generation and account-based marketing efforts
  • Establish the stage-level objectives specific to your product buyer-cycle
  • Develop audience personas specific to your business and target market
  • Create messaging for each persona at each stage in the buyer-cycle
  • Map messaging, channel, and campaigns against the persona/buy-cycle
  • Plan pipeline-based goals and identify your budget/resource priorities based on real numbers
  • Identify and flesh out the most important programs and generate briefs for team-execution
  • Walk away with a marketing plan that meets marketing and sales needs

Plus, you’ll receive an online interactive workbook to use during the workshop that outlines a framework for your marketing plan. You’ll fill it out during the workshop. By the time you leave, you’ll have a sketched version of your marketing plan that you can polish and share with leadership when you get back to the office.

Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • Conversion
  • Data

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 pre-conference sessions are the biggest value of the event.”

– 2017 Digital Summit attendee

See What People Love About Digital Summit
A certificate of completion is available for all pre-conference attendees

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