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Day 1 Tuesday, December 04

8:30 am - 12:30 pm

Writing Content for the Customer

AM Workshop
  • Ahava Leibtag, Aha Media Group
  • Ahava Leibtag
  • Think about your audience and their journey so that your content reflects their needs
  • Create content that takes SEO for mobile and voice into consideration
  • Write using plain language to capture how people read on screens
  • Use new writing skills to create compelling, actionable content
  • Build keyword and keyphrases lists for SEO
  • Interview stakeholders and work with them to create actionable content
  • Collaborate with editors and content strategists
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content
  • Search
  • Strategy

SEO of Today: What Really Moves the Needle

AM Workshop
  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein
  • 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
  • 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
  • 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
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • Conversion
  • Data

1:15 pm - 2:10 pm

Opening Keynote

Keynote
  • Liza Dunning, Airbnb
  • Liza Dunning

2:30 pm - 3:00 pm

Thought Leadership Disrupted: New Rules for the Content Age

  • Heather Taylor, The Economist
  • Heather Taylor
  • More rapidly identify which content works best for the B2B client and why
  • Reframe your content strategy to make your organization a thought partner, rather than a thought leader
  • Be the go-to source of content for executives in your org
  • Develop a new distribution, format and cadence framework to reach your target audience
  • B2B
  • Content
  • Strategy

The Digital Marketers Toolkit

  • Thom Craver, CBS Interactive
  • Thom Craver
  • List the types of marketing technology you need for success versus the ones that are nice to have
  • Understand how multiple facets of digital marketing work together
  • Learn tactics to help you maximize your technology’s performance
  • Sell you’re your executives on the benefits of using marketing technology
  • Conversion
  • Strategy

Data That Drives Email Marketing Relevance… and Revenue

  • Jessica Best, Barkley
  • Jessica Best
  • Determine if/which of your data ready is to power your email marketing program.
  • Choose data to use in email that impacts the bottom line, a.k.a. bolsters email ROI.
  • Integrate multiple data sources, from easy plug-ins to robust data power tools.
  • Data
  • Email

Global SEO: Five International Marketing Fails

  • Nicola Winters, Search Laboratory
  • Nicola Winters
  • Identify which markets present the biggest opportunity
  • Fully localize a site for users to increase ROI
  • Understand how to implement technical onsite considerations
  • Satisfy cultural differences (habits, behavior, buying patterns, trust signals)
  • How to promote your websites (which channels to use in which market)”
  • B2B
  • B2C
  • Content
  • Design
  • Email

Don’t Wait to Optimize Your Marketing for Integrated Voice-Activated Technology

  • Johanna Weber, National Public Media/NPR
  • Johanna Weber
  • Understand the key trends, behaviors and attitudes of consumers using voice-activated technology today
  • Identify steps to optimize your marketing now for the growing voice landscape
  • Make a roadmap for integrating voice into their marketing strategies long term
  • B2B
  • B2C
  • Emerging
  • Search
  • Strategy

3:15 pm - 3:45 pm

The 7 and 3/4 Things You Don’t Ever Want to Do in Email… Never… No really… Not at all!

  • Avoid the most common pitfalls including terrible design and acquisition errors
  • Employ advanced segmentation models to move out of batch-and-blast mode
  • Use transactional emails the right away
  • Adapt your data to enhance targeting
  • Make the most of automated features such as triggers
  • B2B
  • B2C
  • Email
  • Strategy

What’s Technically Wrong With Your Website?

  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein
  • Diagnose common problems that can hurt your search rankings
  • Prioritize technical fixes based on the level of impact on the website
  • Communicate technical implementations to both the marketing and IT teams
  • Identify areas of quick wins and go get them!
  • B2B
  • B2C
  • Search

Creating More Successful Content Based In Data

  • Paxton Gray, 97th Floor
  • Paxton Gray
  • Find access to free info your target marketing is giving up.
  • Increase the likelihood your content will resonate with your audience.
  • Reduce the amount of content you need to create while improving overall results.
  • Get access to some free templates and tools to help with content creation.
  • Content
  • Data

Paid Search Trends That Impact Your Business in 2018 and Beyond

  • Mika Carter, Just Conversion Marketing
  • Mika Carter
  • Leverage major changes impacting your PPC campaigns on both mobile and desktop.
  • Level up your PPC strategy to expand your ROI beyond the initial clickthrough.
  • Understand why Siri and Alexa matter to your paid search strategy, and what to do about it.
  • List paid search trends to be aware of, with action items to try around AI, advanced cross-channel remarketing and AMP.
  • B2B
  • B2C
  • Paid Advertising
  • Search

4:00 pm - 4:30 pm

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

The Power of Video: Integrate Video Creative into Your Social Media Strategy

  • Nik Scott, University of Denver
  • Nik Scott
  • Identify the opportunities in your brand and marketing strategy where video will have the greatest impact.
  • Create a concrete, actionable plan for integrating video into your social media strategy for the whole team to get excited about.
  • Understand the breadth of social media video platforms available to you and choose the right tools for you.
  • Social
  • Video

How to Use Structured Data for SEO

  • Adopt the benefits of structured data and schema.org markup.
  • Use best practices for technical implementation and validation.
  • Understand the key features that drive increased clicks and conversion.
  • Avoid common mistakes and penalties.
  • B2B
  • B2C
  • Search

4:45 pm - 5:15 pm

Leveraging Social Care to Win Brand Loyalists (Even During a Crisis)

  • John Young, Southwest Airlines
  • John Young
  • Apply a process for moving beyond social marketing to building brand advocates
  • Implement strategies for optimizing listening from a tool and operational perspective
  • Equip and train your team to be standouts in customer care, and treat employees as customers to build loyalty within
  • Uncover and amplify customer stories, and create memorable experiences that capture the media’s attention
  • Customer Experience
  • Social

Everyday Behavioral Science For Better Conversion Optimization

  • Brian Massey, Conversion Sciences
  • Brian Massey
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and data-driven precision
  • Use and understand the data from your results more efficiently for future tests
  • B2B
  • B2C
  • Conversion
  • Measurement
  • Strategy

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
  • Video

A Non-SEOs Guide to the Power of Search Behavior

  • Tylor Hermanson, Intouch Solutions
  • Tylor Hermanson
  • B2B
  • B2C
  • Data
  • Search
  • Strategy

Your Content Marketing Sucks (And Other Ways to Give Tough Feedback)

  • Joe Hirsch, Semaca Partners
  • Joe Hirsch
  • Deliver criticism to your team without harming morale.
  • Apply the science and skills of improv to boost creativity.
  • Put time-efficient strategies in place to hold regular performance conversations.
  • Create a coaching culture that aligns with business strategy and industry trends.
  • B2B
  • B2C
  • Design
  • Strategy
  • UX

5:15 pm - 6:15 pm

Opening Reception

Day 2 Wednesday, December 05

8:30 am - 9:00 am

Humanize Your Brand: Core Values As a Marketing Tool

  • Eve Mayer, EveMayer.com
  • Levi Sauerbrei, NerdButler.com
  • Eve Mayer
  • Levi Sauerbrei
  • Use your organization’s core values as a tool to attract customers that align with your brand so they remain clients longer, increasing revenues
  • Project your organization’s unique culture and personality into your marketing to create a more authentic relationship with customers
  • Improve the storytelling power of your marketing efforts by increasing the emotional investment of your audience
  • Strategy

Digital Goes Over the Top: Ad Strategies for the Connected OTT Consumer

  • Ben Van Horn, Spectrum Reach
  • Ben Van Horn
  • Understand how OTT has revolutionized the Video landscape
  • Create effective marketing strategies in the evolving OTT landscape
  • Develop a plan to reach the right audience in the growing OTT space
  • B2C
  • Emerging
  • Paid Advertising
  • Strategy
  • Video

Paying for SEO: A Method For Increasing Lead Volume By Over 300%

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth
  • Understand the data that validates why you need to immediately execute this strategy
  • Identify third-party sites that rank well for your top queries
  • Implement 5+ tactics for maximizing the selected third-party sites so that they perform profitably
  • SEO

AR + AI: Co-Creating the Most Personalized Consumer Experience

  • Ashley Crowder, VNTANA
  • Ashley Crowder
  • Develop a marketing campaign integrating AR to interact with consumers to create more personalized experiences
  • Use AR in advertising to reach beyond consumer engagement and extend into data-capture and lead generation
  • Learn what types of AR work best in various situations and help provide meaning data and reporting to increase lead generation and sales
  • B2C
  • Emerging

9:15 am - 9:45 am

From Frustration to Success with Link Building

  • Mike Huber, Vertical Measures
  • Mike Huber

Lessons learned from over 12 years of link building:

  • Backlinks are still one of the most important ranking factors
  • Improving your backlink portfolio can have a dramatic and positive impact on your traffic
  • Why content is so important to earning great links
  • SEO

Data Download: The Big Deal On Big Data From Those Who Use it Best

  • Utilize turnkey solutions through innovative targeting tactics and technology
  • Identify the data most vital to marketers and their businesses (1st, 2nd, 3rd, declared data and inferred data, etc.)
  • Understand how to best collect, capture and harness that data for smarter marketing
  • Create a thoughtful data strategy
  • B2B
  • B2C
  • Data
  • Measurement
  • Mobile
  • Strategy

The Feng Shui of Modern Email

  • Jen Capstraw, Iterable
  • Jen Capstraw
  • Recognize design trends that prioritize engagement and accommodate mobile and desktop email clients
  • Better align messaging and calls to action with campaign objectives
  • Boost ROI with personalization that moves the needle
  • Identify opportunities to streamline messaging and production processes
  • Leverage the CTA secret that gets the click—even among disengaged subscribers
  • B2B
  • B2C
  • Customer Experience
  • Data
  • Email
  • Mobile
  • UX

Why Storytelling Remains the Future of Successful Marketing

  • Andrea Leitch, National Geographic
  • Andrea Leitch
  • Create an actionable content plan based on revenue goals and resources
  • Build a success social media and newsletter strategy based on data-driven results
  • Develop a membership program to meet your audience and customers’ needs
  • B2B
  • B2C
  • Content
  • Social
  • Strategy

10:00 am - 10:30 am

Five Secrets to Creative Content From Your Favorite Songwriters

  • Ahava Leibtag, Aha Media Group
  • Ahava Leibtag
  • Sharpen your ability to craft strong images
  • Tighten your collaboration techniques
  • Use techniques for breaking through blocks
  • Expand your understanding of “writing”
  • B2B
  • B2C
  • Content
  • Strategy

How AI Will Give You Marketing Super Powers, Not Eliminate Your Job

  • Loren McDonald, IBM Watson Marketing
  • Loren McDonald
  • Detect moments of customer “struggle.”
  • Identify and reduce marketing churn.
  • Uncover data and insights on campaigns via voice interaction.
  • Deliver the best content to individual customers.
  • Put experiences into context – weather and location.
  • B2B
  • B2C
  • Content
  • Data
  • Emerging
  • Strategy

The Next Era of Mobile Messaging

  • Rob Lawson, Google
  • Rob Lawson
  • Mobile

Lean, Mean, Marketing Machine: How to Leverage a Lean Team to Hit your Moonshot Goals

  • Marissa Ranalli, DoSomething.org
  • Marissa Ranalli
  • Develop and execute a strategic multi-channel marketing plan
  • Build a successful, lean cross-functional team
  • Uncover opportunities
  • Address and overcome challenges
  • B2B
  • B2C
  • Strategy

11:00 am - 11:30 am

Bloody Hell! And Other Marketing Truths My British Mum Taught Me

  • Michael Barber, barber&hewitt
  • 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
  • Strategy

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

Digital Marketing Unlearned

  • Ivonne Kinser, Avocados From Mexico
  • Ivonne Kinser
  • Have a clear vision to build or re-build the structure of your digital marketing team, to be able to impact the overarching business goals or your organization.
  • Break the obsession with engagement and focus on metrics that matter.
  • Gain the insights and the inspiration to foster a true digital transformation mindset within your organization.
  • B2B
  • B2C
  • Strategy

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.
  • Design
  • Strategy
  • UX

11:45 am - 12:15 pm

Send Great Email: How to Truly Communicate, Captivate and Connect with Every Subscriber

  • John Thies, Email on Acid
  • John Thies
  • Avoid Spam filters like a ninja
  • Effectively use the Subject line and Preheader text to encourage a subscriber to open your email
  • Understand why considering accessibility within your email design is critical to the success of your campaigns
  • Make quick and easy email code changes that will allow you to communicate, captivate and connect with your subscribers
  • Understand how Voice technologies (Google Home, Amazon Alexa, etc.) are going to change the way we interact with email
  • B2B
  • B2C
  • Email
  • Emerging

Automate, Improve and Optimize your Lead Generation

  • Dave Meyer, BizzyWeb
  • Dave Meyer
  • Map out your current lead-gen process and decide what’s working.
  • Focus on the audiences that matter most to your business.
  • Set follow-ups designed to convert (without being annoying).
  • Set measurable, achievable goals for your lead funnels.
  • B2B
  • Lead Generation
  • Strategy

Harnessing the Power of Amazon: Customer Acquisition, Lead Generation, and Proof of Concept Sales

  • Robyn Johnson, Best From The Nest
  • Robyn Johnson
  • Use Amazon as a way to drive growth for brands and products.
  • Understand key elements for Amazon SEO and conversion.
  • Get initial conversions and protect your brand on Amazon.
  • Strategy

12:15 pm - 1:35 pm

Lunch Keynote

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

1:55 pm - 2:25 pm

Tag, You’re It! Track Your ROI with Google Tag Manager

  • Siobhan Lidon, FSC Interactive
  • Siobhan Lidon
  • Track valuable consumer actions on your website.
  • Link specific goals and conversions to your consumers’ stages in the buying funnel.
  • Find and report on unique data in Google Analytics.
  • Search

The Purchase Begins on Pinterest: From Inspiration to Action

  • Lisa Fong, Pinterest
  • Lisa Fong
  • Tap insights to craft campaigns with heart that reach audiences at every stage of purchase consideration
  • Launch a Pinterest Business profile, including top tips in areas including creative, targeting, paid, and organic
  • Harness insights to create campaigns at scale
  • B2C
  • Paid Advertising
  • Search
  • Social

The Forgotten Phase of the Marketing Funnel: Driving Consideration in The Digital Age

  • Nick Stagge, ExpertVoice
  • Nick Stagge
  • Better understand your target consumer & who they turn to for advice on what to buy.
  • Think holistically around how to take control of the consideration phase of the buying journey.
  • Scale the voice of people making trusted recommendations.
  • B2B
  • B2C
  • Conversion
  • Strategy

2:40 pm - 3:10 pm

The Age of Invisibility

  • Mike King, iPullRank
  • Mike King
  • Understand trends in the features of organic search results
  • Apply six tactics to be effective in SEO
  • Optimize on-page content for search engine algorithms
  • Survive this age of invisibility
  • B2B
  • B2C
  • Content
  • SEO
  • Strategy

Rebranding: Making a 145-Year-Old Institution Not Only Relevant but Irresistible

  • Cynthia Round, Metropolitan Museum of Art
  • Cynthia Round
  • Excavate the essential, intangible truth of your brand.
  • Understand how to “read between the lines” of your audience research.
  • Better align your organization to deliver a 360-degree brand experience.
  • B2B
  • B2C
  • Strategy

The Future Of B2B Marketing: Trends For The Contrarian Marketer

  • Jann Martin Schwarz, LinkedIn
  • Jann Martin Schwarz
  • Understand why you should always stick with your old creative
  • Not be fooled by cheap media buys that are actually expensive
  • Explain why “Brand Newsrooms” are a horrible approach to content
  • Define why real-time marketing is one of the worst ideas in marketing
  • B2B
  • Strategy

Use Humor to Increase Your Conversion Rate by 28%

  • Halley Gray, Evolve and Succeed
  • Halley Gray
  • Identify how you can use humor to increase your conversion rate in your online marketing materials.
  • Identify the equation of what makes something funny vs not funny.
  • Discover your ideal client/customer’s funny bone and tickle it with your campaigns.
  • Content

3:25 pm - 3:55 pm

Conflict, What is it Good For? Absolutely Everything

  • Tyler Farnsworth, August United
  • Tyler Farnsworth
  • Leverage tensions to fuel creativity.
  • Incorporate conflict into the structure of your next campaign.
  • Share examples of healthy conflict from various industries.
  • Understand pattern interrupts and use them to propel your brand.
  • B2B
  • B2C
  • Strategy

Rich Snippets: What Are They, and How Can I Get One?

  • Colleen Harris, CDK Global
  • Colleen Harris
  • Understand which types of structured data should be used where on a site, and tips on scaling schema over a large website.
  • Understand the positive impact rich snippets can have on paid search ads and organic results.
  • Write content that makes your site the answer Google wants to highlight in an answer box.
  • B2B
  • B2C
  • Content
  • Search

How to Strengthen UX with Tactical and Strategic Involvement

  • Understand how organizations have prospered because they’ve adapted to Tactical-Strategic UX mindset
  • Advocate for and strengthen the concept of user experience within your company
  • Obtain strategic buy in for user experience from management
  • Bring UX practitioners and management together to further empower the concepts and advancement of user and customer experience
  • Customer Experience
  • Design
  • Strategy
  • UX

4:10 pm - 4:50 pm

Closing Keynote

Keynote
  • Mitch Lowe, Netflix
  • Mitch Lowe

4:50 pm - 5:50 pm

Closing Reception

Join us at Digital Summit Dallas 2018