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 Wednesday, August 03

8:30am - 12:30pm

Secrets of the Email Marketing Strategist

Masterclass
  • Jen Capstraw, Women of Email
  • Jen Capstraw

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

  • Evaluate so-called best practices and industry advice through a critical lens
  • List the components of a complete email program
  • Understand the difference between vanity metrics and meaningful KPIs
  • Identify the key campaigns that drive customers toward loyalty
  • Know when A/B testing makes sense – and when it doesn’t
  • Clear the roadblocks that are hampering the maturity of your email program
  • Apply a prioritization methodology to zero in on strategies will move the needle
  • Impress the boss with an email program roadmap for 2022 and beyond

Included with Platinum Passes, upgrade required for Main Event Passes
  • Email Marketing

YouTube Lead Generation Strategies to Boost Your Business

Masterclass
  • Desiree Martinez, All-In-One Social Media
  • Desiree Martinez

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

  • Develop a business case for using video to generate business leads
  • Identify specific type of videos to create based on your marketing goals
  • Understand what equipment is required to produce scalable video content
  • Create videos that are optimized for conversions and easily found in online searches
  • Engage more prospects and broaden your content marketing strategy with YouTube content

Included with Platinum Passes, upgrade required for Main Event Passes
  • Video Marketing
  • YouTube

Advanced SEO Tactics for 2022

Masterclass
  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller

Through this Masterclass, you’ll learn:

  • Indexing vs. Ranking Factors for SEO
  • Which SEO fundamentals are still relevant and which are not
  • What the core vitals are
  • Tools you can use to measure your (and your competitors’) compliance
  • How to fix common issues with CWV
  • How to develop content that drives website traffic and the key components to focus on
  • Apply measurement tactics to identify just how well content is performing
  • How to identify pages that are performing well in organic search but maybe aren’t always pulling their weight for engagement, lead generation, or sales
  • How to implement CRO tests using Google Optimize to continually make improvements on your page’s performance
Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

1:15pm - 2:15pm

Building Creative Habits That Lead to Better Marketing

Keynote
  • Jenny Haggard, Spotify
  • Jenny Haggard

After this session, you’ll be able to:

  • Understand four core sources of creativity in marketing
  • Uncover the most impactful questions to develop creative ideas
  • Use sound and silence to fuel your marketing
  • Implement daily habits that improve your creativity
  • Practice brainstorming techniques to use with your team

  • Creativity
  • Voice / AR / VR

2:30pm - 3:00pm

The World’s Greatest SEO Audit: Transformative Strategies to Futureproof your Success

  • Matthew Capala, Alphametic
  • Matthew Capala

After this session, you’ll be able to:

  • Adapt to the recent Google changes to position your strategy ahead of the evolving algorithm (and the competition)
  • Perform a strategic and action-oriented SEO audit to prioritize your content, UX, backlink, and technical strategies
  • Identify and focus on the 20% of the strategies that will drive 80% business results to develop a winning SEO Roadmap
  • Upgrade your SEO game by learning the latest advanced strategies from the trenches

  • Content Marketing
  • SEO & Search

Migrating to GA4: How to Prepare Now for the Mandatory Transition

  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller

After this session, you’ll be able to:

  • Create a GA4 migration plan for your organization
  • Ensure that your GA4 property mirrors much of what you currently measure in Universal Analytics
  • Archive your historical Universal Analytics for future access

  • Customer Experience
  • Data & Analytics
  • Website

Unlocking NFTs and The Metaverse for Marketers

  • Carlos Gil, Bestselling Author & NFT Advisor
  • Carlos Gil

After this session, you’ll be able to:

  • Reach a new audience of consumers through blockchain technology, including NFTs and the Metaverse
  • Create NFTs for your brand which unlocks real-world utility for your customers
  • Invest in NFT communities which will yield more significant ROI for your brand than Facebook Ads
  • Apply a framework to help you enter virtual worlds such as Decentraland and Sandbox without alienating a younger audience
  • Implement best practices from notable organizations, including Adidas, Chipotle, Visa, Pepsi, Budweiser, and others
  • Have the answers that you need to enter this new world and effectively market in Web3

  • Consumer Behavior
  • Emerging Technology

3:15pm - 3:45pm

The Ultimate Guide to Audience Segmentation: Reaching Your Best (and Next) Customers!

  • Sarah Weise, Bixa
  • Sarah Weise

After this session, you’ll be able to:

  • Leverage a winning roadmap to segment your customers
  • Upgrade your market research game by learning the latest advanced mix of qualitative and quantitative strategies from the trenches
  • Apply cluster analysis to identify and focus on new audience segments from quantitative survey results
  • Craft meaningful personas and journey maps that give you clarity and confidence in every business decision you make
  • Prioritize your audience segments with a proven formula
  • Connect with a research firm you can call anytime to help
  • Audience Segmentation
  • Consumer Behavior
  • Data & Analytics
  • Marketing Strategy

Why CTV/OTT for Digital Marketers? A Guide to Effective Streaming TV Advertising Success

Sponsored by Premion
  • 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

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • CTV/OTT

Data Storytelling: Leverage Data and Visualizations to Deliver Engaging and Actionable Reports

  • Tanu Javeri, Foundry
  • Tanu Javeri

After this session, you’ll be able to:

  • Understand the difference between metrics and KPIs, and when to utilize each
  • Consider the appropriate type of analysis for your marketing data
  • Tell a story with your data through visualization for more effective reports and presentations
  • Avoid common pitfalls to maximize your data analysis

  • Data & Analytics

4:00pm - 4:30pm

NextGen Marketing: How to Connect Authentically with Gen Z (and Why You Should)

  • Brittany Ward, Create Collabs & The Twenty-First Agency
  • Samantha Flynn, Junipr Public Relations
  • Brittany Ward
  • Samantha Flynn

After this session, you’ll be able to:

  • Create campaigns that appeal to Gen Z buying motivations
  • Adopt platforms to connect online with Gen Z
  • Effectively engage with Gen Z consumers by understanding what they care about, current trends, and what to watch out for

This session is for any business owner or marketer who wants to better understand their audience or tap new audiences within Gen Z.

  • Consumer Behavior
  • Millennials & Gen Z

The Feng Shui of Modern Email

  • Jen Capstraw, Women of Email
  • Jen Capstraw

After this session, you’ll be able to:

  • Recognize trends that prioritize engagement and accommodate a range of rendering environments
  • Better align messaging and calls to action with campaign objectives
  • Boost ROI with personalization that moves the needle
  • Leverage Jen’s #1 strategy secret for getting the click

  • Email Marketing

5 Digital Hacks To Steal Your Competitor’s Traffic

Sponsored by Media Shark
  • Joey Lowery, Media Shark
  • Joey Lowery

After this session you’ll be able to:

  • Place your digital ads directly in front of your competitor’s digital advertising efforts
  • Understand how to leverage tools that’ll give you instant competitor insights
  • Outrank your competitor’s highest driving traffic keywords

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Digital Ads

4:30pm - 5:30pm

Opening Reception

Day 2 Thursday, August 04

8:30am - 9:00am

Preparing Your SEO and Content Strategy for 2023 and Beyond!

  • Taylor Kurtz, Crush the Rankings
  • Taylor Kurtz

After this session, you’ll be able to:

  • Understand the recent changes by Google and how to be compliant with these new standards
  • Create a targeted content strategy aimed at driving relevant organic traffic, as well as improve your authority and trust within Search Engines
  • Improve your overall user experience and core vitals to thrive with the ongoing 2021 Page Experience Update

This presentation is aimed at business owners or marketing professionals with several years of experience in Search Engine Optimization who are looking to compete with large companies without the large budget.

  • Content Marketing
  • SEO & Search

Making Your Data Talk/Sing For You: Use the Power of Storytelling to Influence Action

  • Alan K’necht, Knechtology Inc.
  • Alan K’necht

After this session, you’ll be able to:

  • Use data visualization tactics to turn 1,000-word explanations into a quick and easy-to-understand single image
  • Apply the elements of storytelling to share the value of your data
  • Understand the difference between precise vs accurate data and how to leverage the power of accurate analytics data

  • Data & Analytics
  • Storytelling

Dispel Programmatic Myths and Boost Your Search & Social Efforts

Sponsored by Klever
  • Kent Julien, Klever Programmatic Inc.
  • Kent Julien

After this session, you’ll be able to:

  • Better understand the landscape and opportunities of programmatic
  • Engage in even more strategic media planning and conversions with your clients & teams
  • Align your media strategies to measure success, boost KPIs, and client satisfaction

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Programmatic

9:15am - 9:45am

Cruella, Disney+, and Baby Yoda: 8 Content Marketing Lessons Your Brand Can Learn from Disney

  • Hilary Sutton, HSL Digital
  • Hilary Sutton

After this session, you’ll be able to:

  • Overcome your content limitations
  • Replicate the Disney approach to content
  • Respond to industry disruption and pivot to get optimal results
  • Identify your strongest content pillars

  • Content Marketing

How to Make Paid Social Your Largest Revenue Driver

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth

After this session, you’ll be able to:

  • Identify and advertise to every target account in your total addressable market
  • Apply tips and tactics for getting your ideal customer persona to convert directly into a sales meeting from paid social campaigns
  • Access proprietary industry benchmark data across cost per conversion, cost per lead, cost per opportunity, cost per customer, and more
  • Replicate the exact copy, creative, offers and call to actions Directive uses across millions of dollars of spend to drive tens of millions in revenue

  • Paid Advertising
  • Social Media

Are They The One? How to Hire the Right Agency Partners in 2022

Sponsored by 2060 Digital
  • Melanie McKee, 2060 Digital
  • Melanie McKee

After this session, you’ll be able to:

  • Draft an action plan to ensure you are seeking the RIGHT partners (starting today!)
  • Know the questions to ask potential agencies and yourself to ensure the partnership is a fit
  • Determine ROI from your current agency partners and your marketing
  • Gain insider knowledge, resources and strategies to ensure you are making the most advantageous choices when it comes to agency partnerships

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Marketing Operations

10:00am - 10:30am

2022 B2B Trends for the Contrarian Marketer

  • Ty Heath, LinkedIn
  • Ty Heath

After this session, you’ll be able to:

  • Gain a competitive advantage by following little-known B2B best practices
  • Find the bravery to reject consensus opinion and embrace contrarian marketing ideas
  • Identify B2B marketing trends to achieve success in 2022 and beyond

  • B2B

A How-To Guide for Successful Website Post-Launches

Sponsored by GoDaddy Pro
  • Sandy Edwards, GoDaddy
  • Sandy Edwards

After this session, you’ll be able to:

  • Navigate the post-website launch checklist
  • Provide your client or team peace of mind
  • Pinpoint when your site is ready for marketing campaigns

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Website

Game On: Apply In-Game Advertising Strategies to the Metaverse

  • Nicole Mancino, Frameplay
  • Nicole Mancino

After this session, you’ll be able to:

  • Identify the nuances between gaming and the future metaverse, and how to gauge legitimate advertising opportunities in virtual worlds
  • Learn why some in-game placements are fundamentally unique from traditional forms of digital advertising like web- or mobile-based buys (Hint: because they are integrated into the game engine itself!)
  • Develop a clear strategy on how to properly measure new placements like intrinsic ad contexts in virtual worlds

  • Emerging Technology
  • Paid Advertising

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Building Advocates with Experiences

  • Cliff Seal, Salesforce
  • Cliff Seal

After this session, you’ll be able to:

  • Identify opportunities to create a uniquely memorable experience
  • Empower every customer-facing employee to create advocates through consistently positive interactions
  • Leverage your brand to make a positive impact on the world, hand-in-hand with your customers
  • Customer Experience

How To Build Effective Cookieless Digital Campaigns… Starting Today!

  • Tiffany Schreane, The City University of New York
  • Tiffany Schreane

After this session, you’ll be able to:

  • Lay the groundwork of building an effective cookieless digital marketing campaign (starting today!)
  • Build channels to access your audiences’ journey directly (with their permission, of course)
  • Understand that measurement is now more important than ever and why it is the main ingredient at the beginning of the digital planning process

  • Consumer Behavior
  • Data & Analytics
  • Website

7 Unknown SEO/PPC Tips to Make You a Marketing SuperStar

Sponsored by Bruce Clay
  • Mike Weiner, Bruce Clay, Inc.
  • Mike Weiner

After this session, you’ll be able to:

  • Adapt to algorithm changes faster than your competitors
  • Arrange your website content in a hierarchy that increases relevance
  • Avoid SEO practices that could hurt your site in the long run
  • Save TONS on Google PPC spend while protecting your brand

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • SEO & Search

11:45am - 12:15pm

The Schitt’s Creek Guide to Email That Converts

  • Jen Capstraw, Women of Email
  • Jen Capstraw

After this session, you’ll be able to:

  • Apply new tactics for standing out in the inbox
  • Avoid common engagement tricks that cause more harm than good
  • Utilize top strategies to drive loyalty, clicks, and ultimately, conversions
  • Email Marketing
  • Lead Gen / Conversion / Retention
  • Strategy

Develop a Pay to Play Strategy for Cause-Driven Advertising

Sponsored by Pantheon
  • Steven Bond, Forum One
  • Steven Bond

After this session, you’ll be able to:

  • Persuade decision makers to reevaluate the reality of organic reach and shift to a “pay-to-play” mindset
  • Adjust your advertising budget to experience valuable ROI
  • Incorporate paid digital advertising tactics into your cause marketing campaigns and boost engagement

You’ll walk away with practical questions to answer that elevate your cause marketing efforts, and be able to take action steps that are necessary to move your digital advertising strategy forward.

Who should attend? This session is for digital marketers looking to boost the impact of their social media and search engine optimization efforts. Steven will present the information in a way that’s understandable without several years of experience with social media and digital advertising. For example, a CMO or someone with PR background could follow.

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Cause Marketing

Quick SEO Content Hacks (That Aren’t Shady) For Faster Rankings

  • Rachel Hernandez, The HOTH
  • Rachel Hernandez

After this session, you’ll be able to:

  • Determine where to focus your efforts to get the most bang for your ROI buck
  • Adapt to recent changes in SEO and what Google expects from businesses today
  • Apply hyper-focused SEO strategies that not only generate traffic but increase conversions
  • SEO & Search

12:15pm - 1:15pm

Lunch Pickup & Break

1:15pm - 1:45pm

The Transformative Power of Inclusive Content Marketing

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

After this session you’ll be able to:

  • Identify and avoid the harmful biases that undermines your efforts
  • Transform how you understand your audience and create profiles that don’t rely on demographics or even general psychographics
  • Craft emotionally-driven stories that are accessible and authentic, animate what unites your audience, and highlight the impact only you can help them achieve
  • Content Marketing
  • Inclusive Marketing

Purpose-Driven SEO: A Modern SEO Strategy that Any Company Can Apply

  • Dale Bertrand, Fire&Spark
  • Dale Bertrand

After this session, you’ll be able to:

  • Capitalize on Google’s AI which is tuned to amplify brands that resonate with online consumers
  • Craft a purpose-driven strategy that resonates with search engines
  • Apply lessons learned from case studies of leading brands with a purpose purpose-driven approach to SEO

  • Social Media
  • Website

How to Create an Emotional Connection for Lifelong Customer Loyalty

  • Martine Cadet, Kaderique Media, LLC
  • Martine Cadet

After this session, you’ll be able to:

  • Apply a new and unique approach to social media marketing to grow your business in 2022 without spending a dime on Ads
  • Double your conversion rate and build a strong connection with your audience using the ‘T.E.R.A’ method without getting overwhelmed
  • Focus your attention in the right places to increase profitability by 63% (hint: what you sell is NOT the most important thing to your customers)

  • Content Marketing
  • Customer Experience
  • Social Media

2:00pm - 2:30pm

Implement Video Marketing Strategy Anyone Can Do (No Dancing Required!)

  • Desiree Martinez, All-In-One Social Media
  • Desiree Martinez

After this session, you’ll be able to:

  • Dismantle myths and understand the facts about the current state of video marketing
  • Generate video content ideas by identifying top trends
  • Make video content that’s relevant to your brand
  • Widely distribute your videos and get more leads
  • Video Marketing

Quality and Quantity: How to Scale Your Marketing by Creating a “Content Machine”

  • Rachel Hernandez, The HOTH
  • Rachel Hernandez

After this session, you’ll be able to:

  • Turn your current content strategy into a scalable model
  • Determine what you can automate or outsource without sacrificing quality or results
  • Easily manage large content teams and high-volume initiatives

This session is for experienced content marketers who are ready to “level-up” their current reach by creating high-volume, high-quality content.

  • Content Marketing

Build Brand Authority with Actionable Advice

  • Dan Gilgoff, AARP
  • Dan Gilgoff

After this session, you’ll be able to:

  • Translate search trends into actionable, how-to digital content
  • Create search-friendly content that stands out and breaks through
  • Position content to succeed on search and other platforms, from newsletters to social

  • Content Marketing
  • SEO & Search

2:45pm - 3:15pm

Lights, Camera, Inaction? The Hollywood Storytelling Secrets Missing from your Data Presentations

  • Lea Pica, Story-Driven Data
  • Lea Pica

After this session, you’ll be able to:

  • Identify the top “kiss of death” presentation practices plaguing your slides and charts
  • Get inside your audience’s heads and understand exactly why they keep tuning you out
  • Understand what story mechanics actually are and how they apply to your data
  • Apply simple and powerful strategies sourced straight from classic and modern storytelling examples

This session is for digital marketers who are responsible for presenting insights and recommendations to stakeholders and want to keep them awake during business meetings.

  • Data & Analytics
  • Storytelling

Crossing The Sonic Color Line: Strategies for Sonic Diversity

  • Steve Keller, SiriusXM
  • Steve Keller

After this session, you’ll be able to:

  • Understand how technology and advertising have played a role in perpetuating sonic color lines
  • Apply insights from new research demonstrating the positive impact sonic diversity can have on ad favorability and effectiveness
  • Implement best practices that will result in a more sonically diverse expression of your brand
  • Audio

How to Make Your B2B Partners Actually Care About Your Business

  • Kim Patel, MainStreet
  • Kim Patel

After this session, you’ll be able to:

  • Gain an advantage by following best B2B partnership practices
  • Understand how to build strong partner relationships
  • Walk away with a foundation on building partnerships to fuel your growth

  • B2B
  • Strategy

3:30pm - 4:00pm

What’s Love Got To Do With It? Scaling Community and Brand Affinity Through Advocacy

  • Christina Garnett, HubSpot
  • Christina Garnett

After this session, you’ll be able to:

  • Apply new engagement and activation tactics to nurture your audience and mature them into community members and advocates
  • Implement a social listening plan to help you identify and maintain a connection with the people who you want to love your brand
  • Define your objectives and key results (OKRs) and set up a reporting structure to measure success

This session is for digital marketers tasked with fostering positive sentiment and community growth, and professionals who would like to launch programs that are set up for scale or have hit a wall with their current efforts.

  • Branding
  • Consumer Behavior
  • Customer Experience
  • Social Media

From Feed to FYP: Creating Content that Works and Wins

  • Laura Wilson, Weber Shandwick & Georgetown University
  • Laura Wilson

After this session, you’ll be able to:

  • Identify elements that help certain content break through and stand out
  • Tell stories that makes users want to activate their own communities
  • Think beyond the behind-the-scenes to democratize content and show up authentically
  • Content Marketing
  • Storytelling

4:00pm - 5:00pm

Closing Reception