Agenda | Digital Summit DC

Agenda

These great sessions have been confirmed so far, with more on the way. Keep checking back for updates!

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Day 1 Thursday, September 09

8:30am - 12:30pm

Become an SEO Rockstar: Actionable Strategies, Tactics & Tools

Masterclass
  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein

At the end of this Masterclass, you’ll be able to:

  • Troubleshoot and fix common technical errors that hurt rankings and traffic
  • Prepare for site migrations (including https) and re-designs
  • Analyze your audience for SEO purposes · Map keywords to the buyer’s journey
  • Find and pursue additional SERP opportunities, such as featured snippets, image and video results
  • Audit your existing content to find hidden gems and problem areas
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure your 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
Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

Advanced Email Marketing: Tactics to Build Robust Email Programs

Masterclass
  • Michael Barber, barber&hewitt
  • Michael Barber

At the end of this Masterclass, you’ll be able to:

  • Explain why email still matters
  • Understand the difference between simple and robust email programs
  • Develop a roadmap for managing inactive subscribers
  • Leverage advanced design tactics for your templates
  • Make your emails more accessible
  • Better understand how the ISPs (internet service providers) score your campaigns
  • Move from “”batch and blast”” to segmented and personalized campaigns
  • Develop a robust email metrics dashboard
  • And, see what the future of email might look like
Included with Platinum Passes, upgrade required for Main Event Passes
  • B2B
  • B2C
  • Email Marketing

Conversion Optimization for Every Business

Masterclass
  • Brian Massey, Conversion Sciences
  • Brian Massey

At the end of this Masterclass, you’ll be able to:

  • Design a website and landing pages with high conversion rates
  • Effectively use data to manage design teams
  • Determine what to test and what not to test
  • Answer design questions before launch
  • Learn best practices from live reviews of your websites and landing pages
Included with Platinum Passes, upgrade required for Main Event Passes
  • Lead Gen / Conversion / Retention
  • UX & Design

1:15pm - 2:15pm

Opening Keynote: Jon Youshaei, Instagram

Keynote
  • Jon Youshaei, Instagram
  • Jon Youshaei

2:30pm - 3:00pm

Customer Generation: Delivering on the Promise that Demand Generation Forgot About

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth

After this session, you’ll be able to:

  • Perfectly understand and compare channel level performance using the Customer Lifetime Value to Customer Acquisition (LTV:CAC) formula
  • Boldly identify and emotionally connect with your exact persona at your ideal accounts
  • Correctly leverage 1st party data for campaign success
  • Aggressively grow pipeline revenue via gift giving and psychology
  • Lead Gen / Conversion / Retention

SEO Tips for Pinterest and YouTube to Increase Site Traffic

  • Jerri Helms, HarperCollins Publishing
  • Jerri Helms

After this session, you’ll be able to:

  • Include platforms like Pinterest and YouTube in your SEO strategy and understand the benefits of doing so
  • Develop and leverage content for YouTube and Pinterest via competitive keyword research and data optimization
  • Know which free and paid tools to leverage for keyword research
  • Pinterest
  • SEO & Search
  • Social Media
  • Website
  • YouTube

Mapping Your Content to the Buyer Journey to Achieve and Demonstrate Higher Marketing ROI

  • Michael Brenner, Marketing Insider Group
  • Michael Brenner

After this session, you’ll be able to:

  • Map your content to the buyer journey for higher marketing ROI
  • Use tools to prove that marketing is a strategic business growth contributor to revenue
  • Measure and present the ROI of your marketing efforts to win executive support
  • Content Marketing
  • Marketing Operations
  • Marketing Strategy

3:15pm - 3:45pm

The Modern Marketer’s Guide to Gaming, AR & NFTs

  • Joe Cox, The Pop-Marketer
  • Joe Cox

After this session, you’ll be able to:

  • Discover specific ways marketers can join in on the fun of the gaming future
  • Apply examples & tips to take advantage of AR experiences before Apple Glass gets here
  • Understand the marketing value of NFTs and what action steps to take in this space
  • Voice / AR / VR

Results Driven SEO Strategy & Tactics For The Busy Marketer

  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein

After this session, you’ll be able to:

  • Identify and take action on the SEO tasks that will get quick results
  • Create page structures that will get you optimal traffic from your targeted searchers
  • Determine the tools that will make your SEO work a whole lot easier
  • SEO & Search

4:00pm - 4:30pm

Marketing in a Post-Pandemic Society

  • Carlos Gil, Gil Media Co.
  • Carlos Gil

After this session, you’ll be able to:

  • Apply framework to help you reclaim organic engagement in today’s noisy, algorithm-driven ecosystem
  • Develop industry-leading strategies for engaging customers as a “”marketing savage””
  • Create content that converts without going for the sale right away
  • Know how to use TikTok effectively to build community and brand awareness
  • Implement best practices from notable organizations, including Wendy’s and others
  • B2C
  • Branding
  • Content Marketing
  • Customer Experience

Loaves and Fish: How to Turn One Piece of Content Into a Year’s Worth

  • Hilary Sutton, HSL Digital
  • Hilary Sutton

At the end of this session, you will be able to:

  • Identify a piece of content that can expand and influence your entire editorial calendar for the year
  • Strategically expand your role from content creator to content strategist
  • Determine the most effective content pillars for your marketing
  • Work smarter, not harder, by squeezing out dozens of potential uses from one piece of content
  • Create a content legacy that sets your company up to monetize and reuse content for years to come
  • Content Marketing

Top Three Google Analytics Mistakes You’re Probably Making – and How to Fix Them

  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller

After this session, you’ll be able to:

  • Identify the three most common Google Analytics mistakes marketers make and learn how to avoid them
  • Take clear steps to fix your Google Analytics errors to ensure your analytics tracking is accurate
  • Improve the accuracy of your metrics for more sound strategic planning and measurement
  • Data & Analytics

4:45pm - 5:15pm

6 Seconds or Bust: Mastering Short-Form Storytelling

  • Megan Toth, NBCUniversal
  • Megan Toth

After this session, you’ll be able to:

  • Understand how short our attention spans actually are and how it relates to social media
  • Apply strategies for creating “thumb-stopping” social media content that stands out among the noise
  • Take real-world examples of brands creating “snackable” content back to your day-to-day work
  • Content Marketing
  • Social Media
  • Storytelling

Building the Pillars of Marketing Your Brand in the Digital Age

  • Mike Epstein, Cinematic Music Group
  • Mike Epstein

After this session you’ll be able to:

  • Build a blueprint to your brand’s marketing strategy
  • Learn simple, effective tools to reward your most loyal customers
  • Implement out of the box, creative marketing strategies to reach your target audience
  • Branding

How Brands Can Use NFTs to Engage Consumers and Generate Revenue

  • Kent Lewis, Anvil Media Inc
  • Kent Lewis

After this session, you’ll be able to:

  • Understand the key NFT benefits and challenges faced by brands and marketers
  • Apply best practices from current examples of NFT brand campaigns
  • Implement core strategies for campaigns to help create your own NFT roadmap
  • Ecommerce

5:15pm - 6:30pm

Opening Reception

Day 2 Friday, September 10

8:30am - 9:00am

Marketing in The New Normal: 5 Ways to Readjust Your Content Marketing Plans for 2022

  • Juntae DeLane, Digital Branding Institute
  • Juntae DeLane

After this session, you’ll be able to:

  • Understand what your adjusted marketing budget should look like in 2022
  • Evaluate content suggestions you can use for the new user’s journey
  • Learn how your competitors are dealing with the crisis and what new best practices you can apply to your content efforts
  • Reframe your thinking to engage better with consumers
  • Content Marketing
  • Marketing Operations

How the Big Dogs Optimize for Searcher Intent

  • Daniel Russell, Go Fish Digital
  • Daniel Russell

After this session, you’ll be able to:

  • Understand why searcher intent is the future of content and SEO
  • Familiarize yourself with the changes Google is making to its algorithm that will change how we make content
  • Track content changes on industry leading (and competitor) websites
  • Determine if website updates are deliberately guided by data or subjective
  • Apply tactics today to start learning from your competitors and the leaders of your industry
  • Content Marketing
  • SEO & Search

The Psychology of a Website: Mastering Cognitive Biases, Conversion Triggers and Modern SEO

  • Matthew Capala, Alphametic
  • Matthew Capala

After this session, you’ll be able to:

  • Discover the key cognitive biases and conversion triggers that affect your website visitors’ decision making
  • Replicate examples from some of the most successful 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
  • Content Marketing
  • Data & Analytics
  • SEO & Search
  • Website

9:15am - 9:45am

Conversion Optimization for the Hero’s Journey

  • Brian Massey, Conversion Sciences
  • Brian Massey

After this session, you’ll be able to:

  • Understand the stages of the hero’s journey and apply the insight to your messaging efforts
  • Implement persuasive techniques to drive increased conversions
  • Avoid hurting your brand when using conversion optimization tactics
  • Lead Gen / Conversion / Retention
  • Storytelling

The Dream of the 90s is Alive on YouTube: How to Increase Views, Subscribers and Revenue on the World’s Second Largest Search Engine

  • Eli Feldblum, Rank Above/Search Interactions/MWWPR
  • Eli Feldblum

After this session, you’ll be able to:

  • Understand and apply 8 practical tips to improve video discoverability, subscription rates and view counts on YouTube
  • Ensure your videos appear in blended search results for popular keywords
  • Use methods for YouTube growth following that worked for companies like Nikon, ClickBank and BET
  • SEO & Search
  • Social Media
  • Video Marketing
  • YouTube

Top SEO Tactics That Most Companies Ignore In 2021

  • Jon Bennion, Online Marketing Gurus
  • Jon Bennion

After this session, you’ll be able to:

  • Adapt your search strategy for industry changes in 2021 and beyond
  • Pinpoint the most profitable SEO strategies (and how to create high ROI campaigns yourself)
  • Find the “quick wins” of proven SEO tactics to apply first and outshine the competition
  • SEO & Search

10:00am - 10:30am

Driving Equity and Inclusion through Marketing

  • Cherise Bernard, McCann New York
  • Cherise Bernard

After this session, you’ll be able to:

  • Understand key concepts of equity for audiences
  • Apply practical strategies to differentiate your content marketing strategy towards inclusivity
  • Gleam from key examples of brand campaigns who are “doing it well”
  • Content Marketing
  • Culture, Impact & Leadership
  • Customer Experience

Creating Online Videos that Educate, Entertain and Inspire: Lessons and Tactics from PBS

  • Brandon Arolfo, PBS
  • Brandon Arolfo

After this session, you’ll be able to:

  • Structure a YouTube channel, including consistency in topics, release schedule and format
  • Understand the importance of video packaging online, and why you need to think about the title and thumbnail early on in the process of a video
  • Write “classy clickbait” that draws viewers in but doesn’t overpromise
  • Content Marketing
  • Video Marketing
  • YouTube

Overwhelmed and Stressed Out? Transform Your Mindset in 7 Steps

  • Joni Rae, The Mindset Group
  • Joni Rae

After this session, you’ll be able to:

  • Think holistically to help give you focus
  • Eliminate distractions that are wasting your time and holding you back
  • Walk away with the top priorities you need to focus on right now
  • Culture, Impact & Leadership
  • Professional Development

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Co-Creating Compelling Video Stories that Drive Real Engagement

  • Michael Hoffman, Gather Voices
  • Michael Hoffman

After this session, you’ll be able to:

  • Understand how communication preferences and digital marketing trends are changing the way your audience wants to engage with one another and with your organization
  • Define best practices for collecting, editing, and publishing user-generated video content from your audience
  • Identify simple video content co-creation ideas and tactics that you can begin implementing at your own organization
  • Content Marketing
  • Video Marketing

Create “Word-Of-Mouse Advantage” through Purpose & Sustainability

  • Jeff Fromm, Barkley
  • Jeff Fromm

After this session, you’ll be able to:

  • Create cultural conversations that drive word-of-mouth and “”word-of-mouse”” growth for brands
  • Connect your brand purpose to key financial drivers using the Purpose-Profit Loop™
  • Build a purpose and sustainability strategy that fuels your brand growth
  • Branding

11:45am - 12:15pm

The Art of Insta-Storytelling

  • Meredith Howard, Deloitte
  • Meredith Howard

After this session, you’ll be able to:

  • Understand how to better use Instagram Stories to attract, retain, and convert your key audiences
  • Learn best practices for elevating your use of Stories
  • Determine how to measure the success of Stories content
  • Instagram
  • Social Media

What Do I Do Now? A Guide to Thriving in Marketing

  • Michael Barber, barber&hewitt
  • Michael Barber

After this session, you’ll be able to:

  • Survive the bananas of a career ad/marketing/communication
  • Develop tactics to tackle your imposter syndrome
  • Be ready for that next job offer and salary negotiation
  • Culture, Impact & Leadership

Battle the Burnout: Future Proof Your Social Strategy

  • Laura Wilson, Weber Shandwick
  • Laura Wilson

After this session, you’ll be able to:

  • Develop a right-sized plan that leverages your customer’s entire ecosystem to tell the right story in the right format for the right channel
  • Create a strategy that ensures creation of engaging content that supports business objectives and allows for experimenting with new formats
  • Identify the right approach to scale social media content creation processes and get the most impact out of your efforts

This session is for digital marketers who have several years’ experience with social content strategy and want to understand how to best use their time and budget to keep up with a rapidly evolving social landscape.

  • Content Marketing
  • Social Media

12:30pm - 1:00pm

How to Find Your Digital Marketing Sweet Spot, Improve Your Performance and Advance Your Career

  • Arvell Craig, Chatbot Funnels
  • Arvell Craig

After this session, you’ll be able to:

  • Find your digital marketing sweet spot by identifying the most important and effective use of your time and energy
  • Improve your confidence, decision-making skills and performance as a marketer
  • Network and partner with the right people to advance your career
  • Culture, Impact & Leadership
  • Marketing Operations

Can You Hear Me Now? How to Incorporate Audio into Your Marketing Plan

  • Ginger Shimp, SAP
  • Ginger Shimp

After this session, you’ll be able to:

  • Spot new uses for audio throughout your marketing mix
  • Build new audiences as well as engage with current audiences via audio
  • Define and defend KPIs to key stakeholders
  • Content Marketing
  • Voice / AR / VR

1:15pm - 1:45pm

Modern Market Research: Tactics from the Trenches

  • Sarah Weise, Bixa
  • Sarah Weise

After this session, you’ll be able to:

  • Deeply understand your customer segments
  • Map your customer’s experience across their end-to-end journey
  • Identify the moments that matter most
  • Create raving, loyal customers who are addicted to your services
  • Consumer Behavior
  • Customer Experience
  • Data & Analytics

Get the Confused Buyer to Say Yes

  • Kenneth Kinney, Ai Media Group/ A Shark's Perspective Podcast
  • Kenneth Kinney

After this session, you’ll be able to:

  • Produce effective lead generation tactics across all channels that lead to a higher lift in leads and sales as well as a clearer customer experience
  • Understand the real customer journey across all of the noise and touch points that customers see from ad to conversion point
  • Realign internal teams and external agencies to change the way leads are generated and measured
  • Lead Gen / Conversion / Retention

2:00pm - 2:30pm

Adapting Quickly in a Wild World: Social Media Tips for the New Roaring ‘20s

  • Sonja Likness, Duke University
  • Sonja Likness

After this session, you’ll be able to:

  • Plan your big social campaigns while leaving room for upheaval
  • React quickly to crisis situations
  • Successfully ride the waves of new features, algorithm changes, new platforms, and audience shifts
  • Social Media

How to Create B2B Content That Won’t Put Your Audience To Sleep

  • Paxton Gray, 97th Floor
  • Paxton Gray

After this session, you’ll be able to:

  • Beat your Goliath competitors using tactics they can’t deploy
  • Analyze your audience in more effective ways to increase content success
  • Apply tools, frameworks, and tips that you can take home and implement ASAP to improve your B2B content
  • B2B
  • Content Marketing

2:45pm - 3:15pm

11 Must-Have Automations for Ecommerce Email Marketing

  • J.J. Abbott, Premiere Creative
  • J.J. Abbott

After this session, you’ll be able to:

  • Build the must-have 11 automations for driving revenue with your emails
  • Create reporting standards that allow you to maximize revenue within your marketing emails
  • Get stakeholders across your organization aligned on which email campaigns matter for your customers and prospects
  • Automation
  • Ecommerce
  • Email Marketing

Building An Authentic Company Brand Through Social Media and Employee Advocacy

  • Sameena Safdar Kluck, LawGeex
  • Sameena Safdar Kluck

After this session, you’ll be able to:

  • Increase the authenticity of your social media, leading to more followers and engagement
  • Understand what to post and on what frequency for a consistent and engaging social media presence
  • Focus on employee advocacy to help your employees feel authentic and connected at work, increasing happiness and reducing turnover
  • Branding
  • Culture, Impact & Leadership
  • Employee Advocacy
  • Social Media

Bridge the Divide: How to Overcome Obstacles & Attract Customers

  • Leigh George, PhD, Freedom
  • Leigh George, PhD

After this session, you’ll be able to:

  • Understand the trends upending the attention economy, how they affect your brand and how you market to your audience
  • Escape the tyranny of the marketing funnel and leverage the forces that actually control consumer demand
  • Shift your priorities from endlessly creating more and more marketing assets to designing experiences that delight your customers
  • Build a brand that is flexible, adaptable, and responsive to change
  • Draw inspiration from and successfully apply the approaches of top brands to your organization
  • Consumer Behavior
  • Content Marketing
  • Customer Experience

3:30pm - 4:00pm

The Product Management Mindset for Success

  • Upasna Gautam, CNN
  • Upasna Gautam

After this session, you’ll be able to:

  • Understand and apply the principles of Product Management
  • Harness and embody the attributes of great Product Managers
  • Use your experience and skillset to become the Product Manager of your own domain
  • Customer Experience
  • Marketing Operations

Standout Brand Storytelling: Using the Science of Story to Captivate Customers

  • Nick Westergaard, Brand Driven Digital
  • Nick Westergaard

After this session, you’ll be able to:

  • Define the key elements of brand story including protagonist, antagonist, and world building
  • Capture attention by creating empathetic stories based on customer challenges
  • Craft captivating stories that drive profitable actions and long-term brand loyalty
  • Consumer Behavior
  • Customer Experience
  • Storytelling

4:00pm - 5:00pm

Closing Reception