Agenda

Session Filters

Masterclass Day Monday, December 4

Full Day Interactive Workshops

With deep dives into your choice of:

Day 1 Tuesday, December 5

PRE-CONFERENCE INTENSIVE WORKSHOPS

Included with All-Access, Premium & Platinum Passes, upgrade required for Conference Passes

  • December 5
  • 8:30 am - 12:30 pm
  • Stage 1
  • Pre-Conference
  • Strategy Development | How to create a plan that guides all your content efforts
  • Ideation | Ways to play "content Moneyball" and come up with hundreds of topic ideas painlessly
  • Content Creation | What types of content are out there and how each can be created
  • Optimization | Don’t press publish before you follow these simple, yet essential SEO best practices
  • Promotion | Get social and understand what platforms work best for you and if paid ads can help
  • Distribution | How you can get more eyes on your content through targeted, off-site channels
  • Lead Nurture | Email is a vital component of a content strategy that keeps your relationships alive
  • Measurement | Learn what core KPIs to look at to understand failures and successes
Show Session Description
  • December 5
  • 8:30 am - 12:30 pm
  • Stage 2
  • Pre-Conference
  • Understand what RankBrain is
  • Choose the right keywords
  • Determine if linking still matters
  • List content factors that really make a difference. Is it quality, quantity or both?
  • Measure SEO ROI, and the impact it has on your business
  • Justify your investment in SEO
  • Define AMP, and it’s importance
  • Solve the most common SEO pitfalls
  • Solve the most common SEO pitfalls
Show Session Description
  • December 5
  • 8:30 am - 12:30 pm
  • Stage 4
  • Pre-Conference
  • Develop genuinely useful personas
  • Incorporate user roles more strategically into your integrated marketing plans
  • Create Customer Journey Maps that are actually usable
  • Introduce Experience Maps into your digital strategy
  • Develop better, more advanced A/B Testing methodologies
Show Session Description
  • December 5
  • 12:00 pm - 1:10 pm

Main Registration and Sponsor Demo Area Opens

Show Session Description
  • December 5
  • 1:15 pm - 2:25 pm
  • Opening Keynote
Show Session Description
  • December 5
  • 2:45 pm - 3:15 pm
  • Stage 2
  • Understand why the Bee is such an important framework for your marketing decisions
  • Take the Beyoncé approach to your marketing efforts
  • Approach how you keep you and your organization aligned to your customer's needs, and
  • Enjoy some of Sasha Fierce's favorite jams along the way
Show Session Description
  • December 5
  • 2:45 pm - 3:15 pm
  • Stage 5
  • Define the team’s Connected Ecosystem and Connected Design strategy.
  • Inform the teams on the design process of their Connected Ecosystem.
  • Design application for popular streaming media devices like Smart TV’s, Gaming Consoles and devices like Apple TV and Roku.
  • Understand the ways that emerging technologies like VR+AR can be included in the connected strategy.
Show Session Description
  • December 5
  • 2:45 pm - 3:15 pm
  • Stage 4
  • Understand the history of digital data and what makes it so unique
  • Establish a digital data foundation that can scale and evolve with your business
  • Avoid common measurement missteps and focus on the data that matters
  • Streamline your analytical process to rapidly and repeatedly develop valuable insights
  • Gain executive trust and compel your organization to take action on your recommendations
Show Session Description
  • December 5
  • 3:30 pm - 4:00 pm
  • Stage 3
  • Understand what skills/tools/processes are required to build a first-class digital analytics practice
  • Develop an understanding of best practices in digital analytics space
  • Differentiate a good Digital Analytics strategy from a bad one
  • Apply a solid analytics framework your business today
Show Session Description
  • December 5
  • 3:30 pm - 4:00 pm
  • Stage 4
  • Determine if your content marketing strategy is producing results
  • Know what kind of results can be produced from content marketing
  • Use a variety of tools to help measure these results
  • Alter your existing content marketing strategy to produce results
  • Understand which types of content can help you obtain an ROI
Show Session Description
  • December 5
  • 3:30 pm - 4:00 pm
  • Stage 1
  • Get and keep Featured Results – the most prime real estate available
  • Understand what types of content increases the likelihood of retaining snippets
  • Know where to find the best opportunities to acquire new snippets
Show Session Description
  • December 5
  • 4:15 pm - 4:45 pm
  • Stage 1
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and precision
  • Use and understand the data from your results more efficiently for future tests
Show Session Description
  • December 5
  • 4:15 pm - 4:45 pm
  • Stage 5
  • Develop genuinely useful personas
  • Incorporate user roles more strategically into your integrated marketing plans
  • Create Customer Journey Maps that are actually usable
  • Introduce Experience Maps into your digital strategy
  • Develop better, more advanced A/B Testing methodologies
Show Session Description
  • December 5
  • 4:15 pm - 4:45 pm
  • Stage 3
  • How to identify where their organization stands in the marketing analytics life cycle
  • The strengths and weaknesses to each approach
  • The first steps to creating a more mature analytics operation
Show Session Description
  • December 5
  • 5:00 pm - 5:45 pm
  • Afternoon Keynote
Show Session Description
  • December 5
  • 5:45 pm - 6:45 pm

Opening Reception

Show Session Description

Day 2 Wednesday, December 6

  • December 6
  • 8:30 am - 9:00 am
  • Stage 2
  • Tie technical SEO KPIs to rankings.
  • Make data-driven decisions about ranking strategy based on site structure, content quality or site speed.
  • Optimize crawlability and discoverability of content with SEO log file analysis.
  • Manage indexibility of content, capturing factors like noindex tags and non-canonical pages that are less likely or ineligible to be included in search engine indices.
Show Session Description
  • December 6
  • 9:15 am - 9:45 am
  • Stage 4
  • Determine voice search's impact on your business for today and the future
  • Better understand how IAs are "indexing" content to searchers
  • Take those learnings and apply them to your customer acquisition strategy
Show Session Description
  • December 6
  • 9:15 am - 9:45 am
  • Stage 3
  • Use specific techniques to begin the brainstorming process
  • Determine how to approach your own brand or products identity in order to properly assess the direction of your content
  • Address the positive and negatives of your content in order to drive towards being funnier
Show Session Description
  • December 6
  • 9:15 am - 9:45 am
  • Stage 1
  • Listen to what your customers are saying
  • Sort through the noise and aggregate topic trends
  • Build internal alignment and communicate results
  • Leverage results to inform product and business decisions
Show Session Description
  • December 6
  • 10:00 am - 10:30 am
  • Stage 1
  • Use the provided roadmap to consistently create remarkable marketing
  • Go into your next creative brainstorm ready to ask the right questions
  • Understand how even "boring industries" can create remarkable work
Show Session Description
  • December 6
  • 10:00 am - 10:30 am
  • Stage 5
  • Use keyword data to develop a website architecture based on searchers’ interests
  • Work with Analytics and Paid Search Teams to target concepts most important to the overall business
  • Present complicated concepts & big data to C-Level Executives
Show Session Description
  • December 6
  • 11:00 am - 11:30 am
  • Stage 1
  • Identify the key 20% of actions that drive 80% of results
  • Adapt to the recent Google changes and position your strategy ahead of the evolving algorithm
  • Use the most recent SEO tools, techniques and strategies that will not break the bank
  • Remove the complexity of tasks and streamline projects to move the needle
  • Collect actionable data to make the case for SEO budget and support
  • Design an agile and inclusive SEO process that works for everyone
  • Eliminate project downtime, reduce cost, and effect transformational change
Show Session Description
  • December 6
  • 11:00 am - 11:30 am
  • Stage 2
  • Version your video content to appeal to disparate groups such as, lines of business, industries, and net new vs. customers
  • Create video content that can be adapted to co-marketing with various groups such as, partners, ABM customers, and “Must Win” account pursuits
  • Distill video into both gated and ungated content
Show Session Description
  • December 6
  • 11:00 am - 11:30 am
  • Stage 4
  • Understand what’s driving change in consumer and business buyers
  • List key metrics and their impact on your customers’ path to purchase
  • Determine investments you can make to gain competitive advantages
  • Explore potential impacts on your bottom line and the digital maturity of your organization
Show Session Description
  • December 6
  • 11:45 am - 12:15 pm
  • Stage 1
  • How to perform deep content topic ideation to capture organic traffic
  • Techniques to shift your strategy to adopt agile methodologies (I think we are going with lower case on this)
  • Learn an amazing Hub & Spoke content model to drive results
  • Discussions about why search engine optimization is more critical than ever
Show Session Description
  • December 6
  • 11:45 am - 12:15 pm
  • Stage 4
  • Understand what ABM really is, and decide if it is a strategy that would work for your organization.
  • Prepare your team, your database structure, your content and your channel selection for ABM.
  • Align with sales leadership to create a shared understanding and plan for proper ABM.
Show Session Description
  • December 6
  • 11:45 am - 12:15 pm
  • Stage 5
  • Apply the Agile principles of software development to the marketing development process
  • Create greater communication, transparency and trust between marketing and sales
  • Become more flexible in adapting marketing messages to reflect real-time consumer reactions
Show Session Description
  • December 6
  • 12:35 pm - 1:35 pm
  • Lunch Keynote
Show Session Description
  • December 6
  • 1:55 pm - 2:25 pm
  • Stage 1
  • Build unstoppable story engines, stories told by people through people
  • Create personalized moments throughout their customer journey to be present when matters
  • Understand which social algorithms are best for your audience relevancy
Show Session Description
  • December 6
  • 1:55 pm - 2:25 pm
  • Stage 5
  • Create and use events to understand user behavior
  • Use a tag manager to measure events, goals and other data points
  • Track people, not disjointed sessions, using existing site data
Show Session Description
  • December 6
  • 1:55 pm - 2:25 pm
  • Stage 3
  • Identify new, innovative sources of remarketing data you’re missing out on
  • Stop wasting ad budget on the wrong types of website visitors
  • Expand your remarketing reach to increase your marketing ROI.
  • Use remarketing to more effectively move prospects from Lead to Closed/Won.
Show Session Description
  • December 6
  • 2:40 pm - 3:10 pm
  • Stage 3
  • Tactics for boosting social engagement organically
  • Tips for engaging brand advocates and influencers
  • How to expand your reach on Instagram and Snapchat (for free)
Show Session Description
  • December 6
  • 2:40 pm - 3:10 pm
  • Stage 1
  • Understand what works and what doesn't for modern SEO
  • Optimize your internal linking structure to improve rankings
  • Identify where Google is not crawling on your site
  • HUse machine learning to speed up your link building efforts
Show Session Description
  • December 6
  • 2:40 pm - 3:10 pm
  • Stage 5
  • Achieve successful, healthy app releases on the enterprise level
  • Successfully marry your users needs with century-old business needs
  • Break down walls of silo's in large companies and collaborate (seriously!)
  • Build a culture of innovation and change the the way you deliver value to customers
Show Session Description
  • December 6
  • 3:25 pm - 3:55 pm
  • Stage 2
  • Deploy social listening tactics to monitor online conversations about specific topics for your business
  • Develop a customer persona to understand how to approach your audience with the right message
  • Allocate resources wisely to the most appropriate content and channels
  • Analyze results to assess performance
Show Session Description
  • December 6
  • 3:25 pm - 3:55 pm
  • Stage 1
  • Understand why the Bee is such an important framework for your marketing decisions
  • Take the Beyoncé approach to your marketing efforts
  • Approach how you keep you and your organization aligned to your customer's needs, and
  • Enjoy some of Sasha Fierce's favorite jams along the way
Show Session Description
  • December 6
  • 4:10 pm - 4:40 pm
  • Stage 4
  • Define experiential marketing, as well as tactics and uses
  • Explain augmented reality and image recognition
  • Replicate how top brands use these powerful tools by viewing 4 video case studies
  • Integrate your team with strategic technology partners in this space
Show Session Description
  • December 6
  • 4:10 pm - 4:40 pm
  • Stage 1
  • Appreciate the true value of thought leadership
  • Apply the Disney model of "total merchandising" to your marketing
  • Scale your brand through your most valuable touchpoint: your employees
  • Understanding how to structure a "60/40" brand and why it'll lead to more growth
Show Session Description
  • December 6
  • 4:40 pm - 5:40 pm

Closing Reception

Show Session Description