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Agenda

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Day 1 Wednesday, September 04

8:30 am - 12:30 pm

How to Create Irresistible Content Marketing

AM Workshop
  • Leigh George, Freedom
  • Leigh George
  • Understand how the latest content marketing stats impact your organizational goals
  • Evaluate the effectiveness of your current approach to content marketing
  • Develop a deep understanding of your business from your customer’s point of view
  • Create and customize content to customers’ needs at each phase of their interactions with you from awareness to advocacy
  • Efficiently organize content promotion to help you achieve more with less work
  • Measure the impact of content marketing on your business goals
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing
  • Measurement

Advanced SEO Tactics for 2019

AM Workshop
  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller
  • Fix core indexing issues
  • Identify inbound links and deal with spammy links
  • Choose the right internal links to maximize PageRank
  • Use schema code
  • Add multiple languages to your website
  • Address mobile-specific SEO challenges
  • Avoid pitfalls during a redesign process
  • Improve conversion from organic search
  • Identify and address lead generation holes in your SEO execution
  • Accurately report SEO results and how they contribute to ROI
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Conversion
  • Measurement
  • Mobile Marketing
  • SEO & Search

Forget Everything You Know About Email Marketing

AM Workshop
  • List the components of a complete email program
  • Determine email best practices worth busting
  • Implement The Goldilocks Zone: A practical path to personalization
  • Break free of batch ‘n blast
  • Know when to just say no to A/B testing
  • Name the essential components of preference centers that work
  • Use the feng shui approach to email design
  • Understand the future of email
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • Email Marketing
  • Measurement
  • Strategy
  • UX & Design

Main Conference

1:15 pm - 2:15 pm

Opening Keynote: Randi Zuckerberg, Zuckerberg Media

Keynote
  • Randi Zuckerberg, Zuckerberg Media
  • Randi Zuckerberg

Technology provides incredible new opportunities for our lives and our businesses. But it can also make us want to rip our hair out of our head with complication and confusion. In this insightful talk, Randi will give real world advice on how to make tech work for you and your business: recruiting, managing employees, marketing your business, engaging customers, and much more – in a talk that feels fun, lively, and fresh.

2:30 pm - 3:00 pm

Break The Rules: How Brave Brands Are Challenging The Status Quo

  • Nicola Smith, REBEL & REASON
  • Nicola Smith
  • Understand why conformity is killing your brand and how to stop it
  • Break the rules or conventions of your industry to move your business forward
  • Apply Challenger thinking and strategies to your brand and marketing initiatives
  • Replicate examples of brands challenging the status quo to increase sales, customer loyalty, awareness and engagement
  • B2B
  • B2C
  • Strategy

Facebook #LIVE: How to Engage Your Followers and Grow Your Audience in New Ways

  • Why Facebook Live? Learn how going live on Facebook provides the greatest return for your time spent
  • Recommended tools and resources to shoot a great Facebook #LIVE video on any budget
  • Planning and optimizing Facebook Live strategies and campaigns, with step-by-step, hands-on instruction
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Video Marketing

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
  • Conversion
  • Data
  • SEO & Search

3:15 pm - 3:45 pm

Adjust Your Marketing Strategy to Fit in a Mobile-First World

  • Comprehend why it’s important to think mobile-first
  • Develop a cohesive strategy to making a mobile-first shift
  • Understand what areas still need desktop attention
  • Decide what marketing channels to ditch and which to double down
  • Discover new technologies that can help your company compete in a mobile landscape
  • B2C
  • Mobile Marketing
  • Strategy

Facebook Ads Mad Science: 7 Crazy Growth Hacks for Facebook Ads in 2019

  • Leverage creative new ad targeting strategies that double CTR
  • Try new Ad Formats like Click-to-Messenger ads which offer +70% open rates and +20% CTRs
  • Use Larry’s formulas for campaign budget allocation to increase campaign ROI
  • B2B
  • B2C
  • Paid Advertising
  • Social Media

First Impressions: Creating Iterative, Automated Customer Segmentation with AI

  • Ashley Bryant-Baker, Amtrak
  • Ashley Bryant-Baker
  • Iteratively implement AI to make quick decisions and learn more about your customers
  • Create dynamic segmentation that grows as your customer grows
  • Use segmentation early to improve customer engagement and satisfaction, increase lifetime value and improve conversion
  • B2B
  • B2C
  • Conversion
  • Data

4:00 pm - 4:30 pm

How to Measure the Effectiveness of Your Marketing and Social Campaigns Like a Boss

  • Mia Vallo, National Geographic
  • Mia Vallo
  • Set the right Key Performance Indicators (KPIs) and other metrics to measure the performance of your marketing and social campaigns
  • Avoid common pitfalls in setting up analytics tracking for marketing
  • Design a measurement plan for your marketing campaigns
  • B2B
  • B2C
  • Measurement
  • Social Media

Extend Your Reach through Content & Influence Marketing

  • Juanika Cuthbertson, Ladypreneur® Academy
  • Juanika Cuthbertson
  • Identify the voice of the brand you represent, and how to communicate it effectively
  • Develop marketing strategies that are both flexible and connectable
  • Create accountability within your target
  • Measure techniques through digital and responsive analytics
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • Social Media

Seven Habits for Highly Successful Digital Marketers

  • Marc Engelsman, Digital Brand Expressions
  • Marc Engelsman
  • Better develop and “sell-in” integrated digital marketing strategies
  • Evaluate the potential impact of and adapt to emerging digital technologies/techniques
  • Turn data into meaningful insights
  • Stay ahead of your competition and generate win/win results
  • B2B
  • B2C
  • Conversion
  • Strategy

Bridging Silos Between SEO, UX, and Content for Big Marketing Wins

  • Leverage keyword data to unite your UX, SEO, and content efforts
  • Avoid classic marketing mistakes that stem from fractured strategies and disconnected teams
  • Holistically optimize your digital presence across the web with practical, real-world approaches
  • B2B
  • B2C
  • Content Marketing
  • SEO & Search
  • UX & Design

4:45 pm - 5:15 pm

The Era of the Social Brand Troll: How We Got Here and What You Should Do

  • Obele Brown West, Weber Shandwick
  • Obele Brown West
  • Understand the impact of social “troll” marketing on consumers and public sentiment
  • Use specific criteria to evaluate whether this form of social connection is right for your company
  • Gain clarity on what contributes to valuable “human” relationships and engagement on social
  • Branding
  • Social Media
  • Strategy

The Future of Digital Marketing: AI, Analytics and Automation

  • Sterling McKinley, McKinley Media
  • Sterling McKinley
  • Integrate AI into your campaigns without losing the human element
  • Reduce Ad spend while increasing engagement
  • Create better-performing content while increasing productivity
  • B2B
  • B2C
  • Content Marketing
  • Emerging
  • Paid Advertising

Winning the Local Search Game

  • Better understand your customers’ local search tendencies
  • Break down Google’s local rankings factors: Relevance, Distance & Prominence
  • Take your website and Google My Business (GMB) pages to the next level
  • Keep your eyes on the prize
  • B2C
  • Data
  • SEO & Search

So You’ve Joined the “Sonic Revolution” . . . Now What?

  • Gabe Tartaglia, Pandora
  • Gabe Tartaglia
  • Understand the importance of developing a Sonic strategy as we move towards an increasingly screenless world
  • Know why sound is one of the most powerful platforms that can impact human memory, emotion, and behavior
  • Get started developing a sonic ID
  • Build new models of measurement and effectiveness in this new era
  • B2B
  • B2C
  • Conversion
  • Emerging
  • Measurement

5:15 pm - 6:30 pm

Opening Reception

Get your networking on. The opening reception is a great opportunity to make new industry connections and reconnect with old friends too. Hoist a beverage or two while you reflect on today’s awesome content. Mingle with onsite exhibitors, speakers, and fellow attendees to talk shop about your biggest marketing challenges, while having some fun in the process.

Day 2 Thursday, September 05

8:30 am - 9:00 am

Employee Advocacy: Build Your Brand & Retain Your Employees in One Hour a Week

  • Sameena Kluck, Paladin
  • Sameena Kluck
  • Understand why employee advocacy can grow your brand faster than your traditional social media channels
  • Help your employees feel authentic and connected at work, increasing retention
  • Set up a program that requires your employees to spend as little as 15 minutes/week on employee advocacy
  • B2B
  • B2C
  • Branding
  • Social Media

Hear and Now: Marketers Are Working to Grow “Share of Ear”

  • Ginger Shimp, SAP
  • Ginger Shimp
  • Tap into a market/tactic that has seen double-digit growth year over year
  • Create a variety of useful content that stands out in the market, expands your audience, and fits into even the leanest budget
  • Use audio to enhance other, non-audio, content pieces to elevate them in the market
  • B2B
  • B2C
  • Content Marketing
  • Emerging

Data That Drives Email Marketing Relevance… and Revenue

  • 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.
  • B2B
  • B2C
  • Data
  • Email Marketing

9:15 am - 9:45 am

Website Migration: What to Do Pre, During and Post

  • Shana Sullivan, Vertical Measures
  • Shana Sullivan
  • List reasons why you should migrate (there are plenty)
  • Take advantage of opportunities to make your new website SEO friendly
  • Use best practices presented to prepare for your migration
  • Find out what to expect during migration day
  • Know what you need to monitor in post-migration
  • B2B
  • B2C
  • SEO & Search
  • Strategy
  • UX & Design

Analytics for Non-Profits: Processes to Derive Impactful Insights in Less Time

  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema
  • Prepare and utilize the five key documentation resources at the core of the most venerated analytics practices
  • Produce eye-opening reports designed specifically for your reporting audience(s)
  • Roll out a systematic process for mining data and unearthing juicy insights
  • Understand what to look for when hiring your next analyst
  • Data
  • Measurement

How You Can Save Up To 50% on Your Digital Media Budgets

  • Senthil Govindan, Datawrkz
  • Senthil Govindan
  • Understand the digital media value chain
  • Use a framework for deciding whether to outsource media buying or keep it in house
  • Determine if media buying will be done in a transparent fashion
  • Evaluate media buying firms, especially with respect to pricing structure
  • Understand when to use Search, Social, and Programmatic channels
  • B2B
  • B2C
  • Conversion
  • Data
  • Paid Advertising

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
  • Leverage the CTA secret that gets the click—even among disengaged subscribers
  • B2B
  • B2C
  • Email Marketing

10:00 am - 10:30 am

Marketing Trends that Matter in 2019—and How to Leverage Them

  • Leigh George, Freedom
  • Leigh George
  • Overcome the biggest threat to your business that may not even be on your radar
  • Understand the five most importance changes in consumer behavior today and evaluate their implications for your brand and marketing
  • Replicate the approaches of top brands to these seismic changes successfully at your organization
  • Implement an approach to marketing that ensures your brand resonates with customers’ changing needs—no matter who they are
  • B2B
  • B2C
  • Conversion
  • Strategy

Six Data-Validated Tactics to Increase Marketers Qualified Lead Volume

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth
  • Execute on six tactics that have been statistically proven to increase qualified lead volume
  • Avoid four widely implemented tactics that simply do not work
  • Analyze your current marketing efforts with a list of questions that will spark your journey towards repeatable and scalable growth
  • B2B
  • Conversion
  • 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
  • Strategy
  • UX & Design

11:00 am - 11:30 am

How Brands Can Harness the Power of Instagram Stories

  • Understand why you should create a unique Story strategy and how to do just that
  • Explore tools, formats, and Story engagement opportunities you should know
  • Employ strategies to drive conversions and generate leads right from Stories
  • Strategically plan your Instagram marketing editorial calendar
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Video Marketing

The Psychology of a Website: Optimize for Cognitive Biases, Conversion Triggers, and Google’s RankBrain

  • Matthew Capala, Alphametic
  • Matthew Capala
  • Discover the key cognitive psychological biases and conversion triggers that affect your website visitors’ decision making
  • Replicate dozens of examples from some of the biggest brands to master the key principles of website persuasion
  • Upgrade your SEO game by optimizing for Google’s RankBrain, which uses AI and machine learning to better understand basic human instincts and behaviors
  • Use content to position your brand as a trusted authority in your field to reduce friction
  • B2B
  • B2C
  • Branding
  • Conversion
  • Emerging
  • SEO & Search

Trust by Design: Keeping Your Customer on Your Side

  • Look at visual and interactive signals to build trust in the experience and product
  • Asses designs for how the viewer will trust their visual and interactive messages
  • Look at a product’s long term success based on trust, rather than short-term profit gains
  • B2C
  • Strategy
  • UX & Design

11:45 am - 12:15 pm

What Marketers Can Learn About Social Media from DJ Khaled and Drake

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Tap into new storytelling features on Snapchat and Instagram Stories
  • Create an employee advocacy strategy to boost organic social media reach
  • Leverage social listening effectively to find and engage potential customers
  • Build relatable, real-time moments like an A-list celebrity for your brand
  • List the types of content given preferential treatment by Facebook and Instagram
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Conversion
  • Social Media

Get More Out of Every Email You Send

  • Brett Merle, ActiveCampaign
  • Brett Merle
  • Send more actionable emails
  • Easily segment for every stage of the customer lifecycle
  • Simplify your processes and improve reporting
  • Prove your value with better results
  • B2B
  • B2C
  • Conversion
  • Data
  • Email Marketing

Optimize Your Brand for Integrated, Voice-Activated Technology

  • Johanna Weber, NPR
  • Johanna Weber
  • Understand the key trends, behaviors and attitudes of consumers using voice-activated technology today
  • Learn how other brands are integrating voice into their marketing strategies
  • Identify steps to optimize your marketing now for the growing voice landscape
  • B2B
  • B2C
  • Emerging
  • SEO & Search

Make Podcasting Your Most Powerful Form of Content Marketing

  • Carey Green, PodcastFastTrack.com
  • Carey Green
  • Know without a doubt if podcasting is a good fit for you / your brand
  • Have a clear road map of the topics and value you will provide to your podcast listeners
  • Take the first steps to launching your podcast in the next 4 weeks
  • B2B
  • Content Marketing
  • Conversion
  • Social Media
  • Strategy

12:45 pm - 1:45 pm

Lunch Keynote: Paul Plumeri, Wall Street Journal

Keynote
  • Paul Plumeri, Wall Street Journal
  • Paul Plumeri

2:00 pm - 2:30 pm

Cracking the Content Code: Guidelines for Maximizing Content Marketing ROI

  • Mina Seetharaman, The Economist
  • Mina Seetharaman
  • Implement provided guidelines to help drive content marketing success
  • Use data to place smart bets shaping and optimizing programs
  • Replicate examples of programs that showcase best practices.
  • B2B
  • B2C
  • Content Marketing
  • Data
  • Measurement

Defining the 5 Key Elements of your Brand DNA

  • Adrion Porter, AP & Company
  • Adrion Porter
  • Develop a strategic process of building your brand (company or personal) using five elements as a blueprint
  • Understand the true difference between branding and marketing
  • Differentiate your brand against the competition with an effective purpose, positioning, and promise
  • B2B
  • B2C
  • Branding
  • Strategy

Six Data-Validated Tactics to Increase Marketers Qualified Lead Volume

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth
  • Execute on six tactics that have been statistically proven to increase qualified lead volume
  • Avoid four widely implemented tactics that simply do not work
  • Analyze your current marketing efforts with a list of questions that will spark your journey towards repeatable and scalable growth
  • B2B
  • Conversion
  • Strategy

Finding Fit: Messaging Frameworks for Marketing Growth

  • Justin Watkins, Native Digital
  • Justin Watkins
  • Identify and tailor messaging to influential advocates
  • Plot how your brand is positioned relevant to competitors in the minds of your audience
  • Evaluate creative & channel performance metrics to justify marketing investments
  • B2B
  • B2C
  • Branding
  • Measurement

2:40 pm - 3:10 pm

Contagious Content: Turn Your Customers From Privately Placid to Publically Passionate

  • Ossa Fisher, Istation
  • Ossa Fisher
  • Understand what marketing elements turn ordinary campaigns into contagious collateral
  • Use psychological triggers that continually remind consumers of your brand
  • Develop a playbook for turning ordinary products into social currency and emotional memories
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Social Media

Accelerating Return: Making Paid Ads Your Most Viable Channel Through AI

  • Move beyond reach, frequency & CPM
  • Use Artificial Intelligence (AI) to be a smarter marketer
  • Speak to the right now generation, understand your audience, & impact the bottom line with AI
  • Create heavy competition among publishers & networks to stretch your ad dollars in real-time
  • B2C
  • Content Marketing
  • Measurement
  • Social Media

How to Rock SEO in a Machine Learning World

  • Understand the massive changes SEO is going through, today (don’t blink!)
  • Know what AI capabilities are legitimately moving the needle in SEO and what are fantasy
  • Understand how to evolve your SEO strategy to include AI technologies
  • B2B
  • B2C
  • SEO & Search

3:20 pm - 3:50 pm

Future Proof: Marketing Transformation in the 2020s

  • Geoffrey Colon, Microsoft
  • Geoffrey Colon
  • List the nine different types of intelligence and how to use all of them in your marketing
  • Understand why it’s essential to study retro trends since they are the building blocks of future trends
  • Organize your company and organizational principles around the remixed ABCDs: Audience, Behavior, Convergence and Design
  • B2B
  • B2C
  • Strategy

Overcoming Content Overload: Marketing Tactics for 2020

  • Paxton Gray, 97th Floor
  • Paxton Gray
  • Use the free software provided which is designed to assist in the content creation process
  • Run circles around your Goliath competitors using tactics they can’t deploy (and if you’re a Goliath, learn how to beat those pesky startups)
  • Analyze your audience in more effective ways to increase content success
  • B2B
  • B2C
  • Content Marketing

4:05 pm - 4:35 pm

What’s Technically Wrong With Your Website?

  • 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
  • SEO & Search

How to Double Conversion Rates With Human-Centered Experience Design

  • Chris Mechanic, WebMechanix
  • Chris Mechanic
  • Identify the psychological reasons people don’t convert
  • Re-engineer your conversion experiences for big, immediate gains
  • Reference real-life examples and case studies from various industries
  • B2B
  • B2C
  • Conversion
  • UX & Design

4:35 pm - 5:35 pm

Closing Reception, hosted by Workfront

Before you say adieu…join us for a last hurrah. Have a final toast to your new chums, and cheer each other on as you go out to use your new marketing powers and ideas for good. Sadly, yet another Digital Summit DC comes to a close, but applying all your new digital marketing knowledge and insight is only just beginning!

Join us at Digital Summit Washington DC 2019