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AM Workshops Workbooks

Thanks for choosing to attend one of our workshop intensives at Digital Summit Dallas! You’re welcome to attend any of the four workshops.

Please download the workbooks (click on the buttons below) to the laptop or tablet device you plan to bring with you to the event. Be sure to download them prior to the event to save time (and WiFi bandwidth) on site. The workbook will be used during the workshops so you’ll want to have them with you to get the most out of the presentation.

Writing Content for the Customer
SEO of Today: What Really Moves the Needle
45 Tactics to Take Your Email from Zero to Hero
How to Build a Marketing Plan that Maps to Your Sales Pipeline

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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

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

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
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A certificate of completion is available for all AM Workshops attendees

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