Header Image

Agenda

Session Filters

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
  • Jen Capstraw, Iterable
  • Jen Capstraw
  • 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

Future Consumers

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

Digital Disruption and Managing the Impact

  • Obele Brown West, Weber Shandwick
  • Watchen Nyanue, Chicago Sky WNBA
  • Lauren DiPaola, PhRMA
  • David Acup, Environmental Defense Fund
  • Obele Brown West
  • Watchen Nyanue
  • Lauren DiPaola
  • David Acup
  • Learn how to elevate the role of digital marketing within your organization
  • Understand successful digital approaches to achieve diverse organizational goals
  • Determine effective methods for measuring success
  • B2B
  • B2C
  • Strategy

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

Winning with CRO: Key Pillars of a Successful Conversion Optimization Program

  • Sameer Sinha, VWO
  • Sameer Sinha
  • Understand the dynamic nature of customer expectations & behavior on your website/online store
  • List the key pillars on which a successful CRO optimization program is based
  • Get impactful insights by understanding your visitor’s/audience digital journey
  • Set up a definitive result-oriented CRO program
  • B2B
  • B2C
  • Conversion
  • Data
  • Ecommerce

Understanding the Basics of Structured Data for SEO

  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller
  • Understand what structured data (schema) is and how it works
  • Describe the benefits of using structured data for SEO
  • Implement structured data correctly and test for errors
  • Use best practices when applying structured data
  • B2B
  • B2C
  • Conversion
  • SEO & Search

3:15 pm - 3:45 pm

Unleashing the Hidden Power of Email Marketing: Improve Results and Avoid Mistakes

  • Yosef Silver, Fusion Inbound
  • Yosef Silver
  • Implement actionable best practice email marketing concepts that in some cases have increased revenue by 300%
  • Use tactics to grow your list online, offline, and through other marketing channels
  • Understand which email metrics you should be tracking, and why they matter
  • B2B
  • B2C
  • Conversion
  • Email Marketing
  • Measurement

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

A/B Testing & Optimization: How to Take Your Digital Web Efforts From Good to Great

  • Scott Calderwood, SAS Institute
  • Scott Calderwood
  • Understand the ROI and impact testing can have to your business and web experiences
  • Leverage tools and methods for identifying high ROI areas for web optimization
  • Use data-driven decision making through the power of testing and learning
  • B2C
  • Data
  • Measurement
  • Strategy

Link Building and Content Go Together Like Peas and Carrots

  • Debra Mastaler, Alliance-Link
  • Debra Mastaler
  • Understand what general content format has a high probability of attracting inbound links and attention
  • Create SEO content that delivers value and builds algorithmic and human trust
  • Find trending topics to create SEO content around
  • B2B
  • B2C
  • Content Marketing
  • Conversion
  • SEO & Search

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

Building Ideas for the Attention Economy: Increasing Connection With Your Content

  • Kim Price, Facebook
  • Kim Price
  • Define what matters to customers in a world where they’re in control of where they spend their time
  • Understand how to build content ideas that break through, but also reward interest
  • Use a framework that lets you create connection through content that is immediate, interactive, and immersive
  • B2B
  • B2C
  • Content Marketing
  • Conversion
  • Customer Experience

9 Machine Learning Tools You Can Use To Add Efficient Growth to Your Digital Advertising

  • Andrew Nelson, Silverback Strategies
  • Andrew Nelson
  • Integrate new tactics and strategies into your paid advertising campaigns that are impactful, low-cost, and easy-to-implement
  • Transform your approach to targeting, creative, optimization, and cross-channel measurement
  • Understand in clear terms where machine learning can (and can’t) help
  • B2B
  • B2C
  • Data
  • Measurement
  • Paid Advertising

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

4:45 pm - 5:15 pm

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

The Future of Digital Marketing: AI, Analytics and Automation

  • Sterling McKinley, Get Found
  • 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

Driving Customer Visits to Your Physical Store

  • Andrew Smith, initiate-it
  • Andrew Smith
  • Craft relevant, meaningful email communications for customers within specific funnels of your company’s CRM system
  • Gain creative inspiration from viewing landing pages that are designed for A/B testing with target audiences, leading to real-time decision making and nimble pivoting for optimal results
  • Use social listening to build loyalty and generate repeat sales
  • Conversion
  • Strategy

Survey Says: Top Marketing Challenges for Associations in 2019

  • Dave Bornmann, Naylor Association Solutions
  • Adam J. Smolyar, Urban Land Institute
  • Charlie Jones, Futures Industry Association (FIA)
  • Dave Bornmann
  • Adam J. Smolyar
  • Charlie Jones
  • Understand successful approaches to cutting through the information clutter
  • Identify current tactics to engage young professional members
  • Determine effective methods for communicating with different member segments
  • Conversion
  • Strategy

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

Social Video: It’s All About Going Native (And the Natives are Mobile)

  • George Potts, Fifth Influence
  • George Potts
  • Understand what native video on social media platforms means
  • Appreciate why native video is important for social media marketing success
  • Grasp how producing native video for social media differs from other types of video production projects
  • Possess the ability to address and resolve typical issues in producing native video for social media
  • B2B
  • B2C
  • Social Media
  • Video Marketing

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

How Brands Can Follow the YouTuber Imprint and Win Over Gen Z

  • Christy Pregont, Movement Strategy
  • Christy Pregont
  • Why editorializing your brand’s YouTube channel resonates with Gen Z—and how to develop the best strategy to do so
  • How to find the YouTube content that works, and shift away from what doesn’t
  • Maximizing your content with cost-effective production methods
  • Social Media
  • Strategy
  • Video Marketing

9:15 am - 9:45 am

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

Capturing Attention With Content in an Algorithmic World

  • Greg Swan, Fallon
  • Greg Swan
  • Understand how today’s recent algorithm changes impact your content and advertising
  • Use consumers’ behavioral changes with consuming and sharing content to inform your marketing efforts
  • Develop compelling, creative content that form authentic customer relationships
  • B2B
  • B2C
  • Content Marketing
  • Paid Advertising
  • Social Media

Website Migration: What to Do Pre, During and Post

  • Shana Sullivan, Investis Digital
  • 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

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

Kill the Website Relaunch! Replace It with an Iterative, Results-driven Approach

  • Zack Rosen, Pantheon
  • Zack Rosen
  • Explain how a best-in-class Agile approach to websites work
  • Assess the team, tools, processes, and executive buy-in you will need to make Agile work at your organization
  • Apply best practices gleaned from companies that already have successfully implemented Agile for web team
  • Transcend the dreaded website relaunch and become a digital marketing hero at your company
  • B2B
  • B2C
  • Strategy
  • UX & Design

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

11:00 am - 11:30 am

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

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

Programmatic Evolved: Advanced Targeting + Superior Tracking = Your Advantage

  • Evian Moreno, Genius Monkey
  • Evian Moreno
  • Move beyond reach, frequency & CPM
  • Benefit from data collection to reach your ideal customers
  • Leverage Artificial Intelligence (AI) to be a smarter marketer
  • Speak to the right now generation, understand your audience, and impact the bottom line
  • Create heavy competition among publishers & networks to stretch your ad dollars in real-time
  • B2B
  • B2C
  • Paid Advertising

Digital Jetpacks: Cultural Strategy, Brand Leadership & Real-Life Experience

  • Eric Shutt, SummitX
  • Eric Shutt
  • Activate on the core principles of Cultural Experience Marketing
  • Apply new strategic approaches to brand, creative, and digital campaign planning
  • Understand and bridge cultural gaps in your marketing approach
  • Evaluate the fundamental value and purpose that people can get from your Brand
  • Implement a new Brand Leadership approach to become a true Cultural Experience brand
  • B2B
  • B2C
  • Branding
  • Customer Experience
  • Strategy

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

  • Dathan Brown, ActiveCampaign
  • Dathan Brown
  • 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

Podcasting: Powerful Content Marketing For Brands And Agencies

  • Carey Green, PodcastFastTrack.com
  • Carey Green
  • Know without a doubt if podcasting is a good fit for you / your brand / your clients
  • Understand how brands are changing the game and how to put your agency in a lucrative spot
  • Take the first steps to launching your own podcast in the next four weeks
  • B2B
  • B2C
  • Content Marketing

12:45 pm - 1:45 pm

Content and Chaos: Diary of a News Marketer

Keynote
  • Paul Plumeri, Wall Street Journal
  • Paul Plumeri

2:00 pm - 2:30 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

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

The Five Biggest Fails People are Doing With Video and How to Fix It

  • Derek Lavon Dienner, MAKE Films
  • Derek Lavon Dienner
  • Create better video content
  • Reverse engineer your content to target your audience better
  • Develop a better distribution plan for video
  • B2B
  • B2C
  • Content Marketing
  • Video Marketing

Captain Marvel, Disney+ and Star Wars: 8 Content Marketing Lessons Your Brand Can Learn from Walt Disney Studios

  • Hilary Sutton, McKinley Marketing Partners
  • Hilary Sutton
  • Overcome your content limitations
  • Replicate the Disney approach to content
  • Respond to industry disruption and pivot to get optimal results
  • Discover your strongest content pillars
  • B2B
  • B2C
  • Content Marketing
  • Video Marketing

2:40 pm - 3:10 pm

Finding Fit in Silicon Valley: 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

Analytics & Reporting: Making Sense of the Data

  • Madeline Gryczman, General Mills
  • Madeline Gryczman
  • Produce actionable insights that answer the “so what?” and “now what?” of your data
  • Create test plans from insights to further understand what information your audience wants/needs
  • Use data to better understand what message/information to deliver in different digital channels
  • B2B
  • B2C
  • Data
  • Measurement

Modernize Your Marketing Work: 4 Simple Ways to Get More Done

  • Mike Riding, Workfront
  • Mike Riding
  • Create a more effective strategy to better attack your workload
  • Unify processes to get everyone on the same page
  • Reclaim more time for the job you were actually hired to do
  • B2B
  • B2C
  • Strategy

Improve Digital Performance With Real-World Dominance

  • Regis Maher, do it outdoors media
  • Regis Maher
  • Allocate your digital marketing budgets more efficiently, based on strategic locations and the greater media mix at play in market
  • Improve your click-through-rate, brand lift and foot fall conversions on mobile advertising campaigns through integrations with physical messaging
  • Increase ROI by adding a valuable channel to your mix and unifying the creatives across both
  • Report back evidence to your strategy team on how physical media is driving more online engagements for a deeper internal discussion
  • B2B
  • B2C
  • Strategy

3:20 pm - 3:50 pm

Measuring Social in Today’s Shifting Sands

  • Chad Israel, Siegal Entertainment
  • Chad Israel
  • Setup the right tools and parameters to ensure social media success
  • Determine and prioritize KPI’s that buckshot goals and targets
  • Launch bold concepts and ground your ideas through substantiating data
  • Reverse engineer audiences to find underserved content opportunities
  • B2B
  • B2C
  • Data
  • Measurement
  • Social Media

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

How to Combat Today’s Skyrocketing Advertising Costs

  • Erik Huberman, Hawke Media
  • Erik Huberman
  • Understand where to focus in your business to identify profitable opportunities
  • Use proven tactics to deliver campaigns where you almost don’t notice cost increases
  • Approach your advertising budget based on industry changes
  • Social Media
  • Strategy

4:05 pm - 4:35 pm

The Magic of Tidying Up Your Content: How to Declutter Your Website to Grow and Spark Joy

  • Alli Berry, The Motley Fool
  • Alli Berry
  • Determing your best performing content using Google Analytics and optimizing it for long-term SEO growth
  • Using advanced search techniques to uncover “too similar” content that is cannibalizing your efforts
  • Creating a redirect strategy to improve the organic performance of your best pages
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • SEO & Search

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

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 2020