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

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

Advanced Email Marketing: Tactics to Build Robust Email Programs

Masterclass
  • Michael Barber, Brand Consultant and Marketing Strategist
  • 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

1:15pm - 2:15pm

$0 Marketing Ideas: How To Market To Millions Without Breaking The Bank

Keynote
  • Jon Youshaei, Formerly of Instagram & YouTube
  • Jon Youshaei

After this session, you’ll be able to:

  • Easily find engaging content for your social media calendar
  • Reach more potential customers without spending as much of your budget
  • Predict which posts may drive the most engagement before publishing them
  • Social Media

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

How To Get Pop-Culture Buzz on a Shoestring Budget

  • Joe Cox, The Pop-Marketer
  • Joe Cox

After this session, you’ll be able to:

  • Replicate strategies to start a cultural tidal wave with a limited or virtually no budget, using a case study from Adult Swim
  • Use pop culture to sell your marketing ideas and get invited to the meetings that matter
  • Implement methods to get the maximum buzz with minimal resources using the power of pop culture
  • Branding
  • Content Marketing

A Digital Marketer’s Guide: 5 Tactics for Effective Streaming TV Advertising Success

  • Peter Jones, Premion
  • Peter Jones

After this session, you’ll be able to:

  • Navigate an increasingly fragmented and complex streaming TV marketplace
  • Find your audiences with advanced targeting capabilities
  • Measure the efficacy of your campaigns with outcomes-based KPIs
  • OTT

3:15pm - 3:45pm

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

ABM and Sales Velocity: How to Use ABM for Pipeline Acceleration

  • Kristen Rauch, Terminus
  • Kristen Rauch

After this session, you’ll be able to:

  • Understand why ABM is critical to increasing your sales velocity and improve your efforts
  • Use ABM to Run Pipeline Acceleration Programs
  • Apply proven best practices to shorten sales cycles, based on real-world examples and data of pipeline acceleration campaigns
  • 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

4:00pm - 4:30pm

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

Negative Nancy: Turning the Bad into Funny in Otherwise Unfunny Times

  • Michael Albanese, Comedian, Writer & Producer
  • Michael Albanese

After this session, you’ll be able to:

  • Apply clear techniques on how to approach funny content as we leave a lockdown weary world
  • Understand how to approach your own brand or product identity to properly assess the direction of your content
  • Implement tactics to best address the positive and spin the negatives of your brand to create a funny voice
  • Branding
  • Content Marketing
  • 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

4:45pm - 5:15pm

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

Open Rate Is Dead: What to Know About iOS 15 and How to Continue Delivering Strong Email Results

  • Michael Barber, Brand Consultant and Marketing Strategist
  • Michael Barber

After this session, you’ll be able to:

  • Develop a plan in response to iOS 15 (kinda) ending marketers’ reliance on open rates
  • Apply tactics to ensure your campaigns continue performing
  • Consider different metrics to add to your email marketing dashboard
  • Email Marketing

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

5:15pm - 6:30pm

Opening Reception hosted by Online Marketing Gurus

Day 2 Friday, September 10

8:30am - 9:00am

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

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

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

9:15am - 9:45am

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

  • Juntae DeLane, DIGITAL DELANE
  • 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

Telling Authentic Stories in an Age of Distrust

  • Leah Gabriel Nurik, Gabriel Marketing Group
  • Leah Gabriel Nurik

After this session, you’ll be able to:

  • Connect your brand’s core values, goals and beliefs with your marketing messaging to demonstrate how they exist at the core of your business
  • Reframe your marketing outreach with statements that convey humanity, understanding and honesty
  • Explain to the C-Suite how injecting a human element into marketing efforts can continually create value, benefit your customers and improve your business
  • Culture, Impact & Leadership
  • Storytelling

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

10:00am - 10:30am

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

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

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

10:30am - 11:00am

Networking Break

11:00am - 11:30am

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

Generating Value from your Brand Assets

  • Eric Hazzard, MarcomCentral
  • Eric Hazzard

After this session, you’ll be able to:

  • Position your DAM to fully benefit from the 6 Pillars of DAM
  • Apply organizational tips in an all-digital world to keep creative teams moving at a rapid pace
  • Use proven DAM best practices based on several micro-case studies of teams winning with DAMs
  • Marketing Operations

Overwhelmed and Stressed Out? Gain Clarity + Freedom in 7 Steps

  • Joni Rae, The Mindset Group
  • Joni Rae

After this session, you’ll be able to:

  • Start taking immediate action on a plan that energizes you
  • Eliminate distractions that are wasting your time and holding you back
  • Have peace of mind and FUN in areas of life that are weighing you down
  • Culture, Impact & Leadership
  • Professional Development

11:45am - 12:15pm

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

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

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

12:45pm - 1:15pm

Must-Have Automated Email Campaigns for Every Organization

  • Michael Barber, Brand Consultant and Marketing Strategist
  • Michael Barber

After this session, you’ll be able:

  • Apply tactics to improve existing automated email campaigns
  • Develop new automated email campaigns to build for your subscribers
  • Determine what analytics/metrics to use for automated email campaigns
  • Automation
  • Email Marketing

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

Increase Traffic and Sales in a SNAP with Internal Link Optimization

  • Jenny Halasz, JLH Marketing, Inc.
  • Jenny Halasz

After this session, you’ll be able to:

  • Improve your organic performance with internal link optimization
  • Utilize the SNAP method to increase site traffic
  • Boost sales and fix Core updates on your site”
  • SEO & Search
  • Website

1:30pm - 2:00pm

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

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
  • Content Marketing
  • Social Media

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

2:15pm - 2:45pm

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

How to Go From a Regular Brand YouTuber to a COOL Brand YouTuber​

  • Sonja Likness, Duke University
  • Sonja Likness

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

  • Use YouTube’s social media functionality to boost the efficacy of your video content
  • Curate your YouTube channel to take advantage of the subscription model
  • Reach a YouTube-native audience
  • Video Marketing
  • YouTube

Launch Your Brand’s Podcast

  • Chad Parizman, Ader Communications
  • Chad Parizman

After this session, you’ll be able to:

  • Identify podcast opportunities for your brand
  • Decide if you can go it alone or if you need a partner
  • Apply the appropriate metrics & reporting capabilities to measure success
  • Voice / AR / VR

3:00pm - 3:30pm

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

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

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

3:45pm - 4:15pm

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

Main Character Energy: How a Different Way of Viewing Your Audience Unlocks Content That Resonates

  • Quinten Rosborough, Artemis Ward
  • Quinten Rosborough

After this session, you’ll be able to:

  • Create content that allows your audience to be active participants and places them at the center of the conversation
  • Better utilize emerging digital platforms like TikTok and Clubhouse
  • Connect with younger, more online audiences
  • Develop content that takes on a life of its own
  • Consumer Behavior
  • Content Marketing
  • Customer Experience
  • Storytelling

4:15pm - 5:00pm

Closing Reception hosted by MarcomCentral