Digital Summit Dallas 2016
Join Digital Summit Dallas for two days of leading-edge digital media and marketing content, mixed alongside top-flight networking with internet execs, online marketers, entrepreneurs and digital strategists.

Register Now!

Tuesday, December 6

Pre-Conference Workshops

8:30am – 12:45pm
Pre-Conference Intensive Workshops

(Included with All-Access & Platinum Passes, upgrade required for Conference Passes)

Quinn Whissen - Vertical Measures

Content Marketing Workshop: The Proven 8 Step Formula

Quinn Whissen | Director of Marketing, Vertical Measures
  • Content
  • Strategy

Content marketing is no longer a trend, or some newfangled strategy; it’s an important part of digital marketing that is here to stay. Come spend the morning with experts from content marketing agency, Vertical Measures, where you’ll learn an 8 step formula for creating content marketing that can drive some serious traffic, leads and sales.

More details

It doesn’t matter who you are; whether in B2B or B2C, a large or small company, these 8 foundational principles have been proven to work for companies across multiple industries. Get ready to dive right into this fun and interactive session!

This 8 Step Process is a continuous, dynamic process that never ends, and knowing the ins and outs of this process is vital. In this morning long session, you will walk away with knowledge on how each step fits into the larger picture:

  1. Strategy Development | How to create a plan that guides all your content efforts
  2. Ideation | Ways to play “content Moneyball” and come up with hundreds of topic ideas painlessly
  3. Content Creation | What types of content are out there and how each can be created
  4. Optimization | Don’t press publish before you follow these simple, yet essential SEO best practices
  5. Promotion | Get social and understand what platforms work best for you and if paid ads can help
  6. Distribution | How you can get more eyes on your content through targeted, off-site channels
  7. Lead Nurture | Email is a vital component of a content strategy that keeps your relationships alive
  8. Measurement | Learn what core KPIs to look at to understand failures and successes

In this half day workshop, you’ll get real world advice from trainers who have been in the trenches and have seen what it takes to make content marketing truly work. Plus, you’ll be equipped with even more insights and tools, including:

  • An editorial content calendar and other actionable worksheets and guides
  • Tactics on how to convince your boss to invest in content marketing
  • How to align your processes, priorities, and people to drive new business
  • A background on the history and philosophy that drives content marketing
  • Ways to jumpstart your strategy with simple “hacks” that actually work
  • Inspirational advice to align your team and create a content marketing culture

At the end of this workshop, you will receive a workbook, certificate of completion, and you’ll also get access to Vertical Measures’ latest book that goes into each of the 8 Steps in further detail, Content Marketing Works: 8 Steps to Transform your Business.

Michael King - iPullRank

Comprehensive Search & SEO Strategies

Michael King | Founder & Digital Marketing Consultant, iPullRank
  • SEO
  • Strategy

In a world where 80% of consumers search for a product or service before purchasing it, invisibility is a fate much worse than failure. Yet, showing up in Google became the Labors of Hercules far many business owners. Each year, Google changes its search algorithm around 500–600 times. While Google is evolving at a light speed, many webmasters and marketers are lost fighting for survival.

More details

You will not do well in SEO by chasing the algorithm; you need to get in front of it.

But when it comes to SEO, you can spend all your time studying the roots of the tree, or you can just learn to pick the fruit. At this SEO workshop, our approach lets you focus  on picking up the fruit, not studying the tree.SEO workshop is It’s for brands and business that need to get results NOW and don’t have the time to wait months to start selling on Google. This intensive and comprehensive SEO workshop is both collaborative and comprehensive. The end product is an actionable roadmap for a total makeover of your online business visibility.

Key Take-Aways:

  • The major algorithm changes and how they affect your SEO strategies
  • How to develop a comprehensive SEO strategy and plan of action
  • How to build a search-friendly website
  • How to perform effective technical audits
  • How to get support for your SEO initiatives at your organization
  • What are the best plugins, tools and optimization hacks
  • How to build a killer content strategy rooted in keyword research
  • How to build relationships with bloggers and influencers
  • How to monetize your website and sell online
  • How to attract backlinks to your content
  • How to leverage high-growth social networks to support your SEO objectives
Michael Barber - barber&hewitt

For the Love of All Things Email: How to Build Effective Email Programs for the Modern Consumer

Michael Barber | Founder, barber&hewitt
  • Email
  • Strategy

While we (marketers) were shoring up our social and mobile strategies over the last 5+ years, something happened: Email had a renaissance. Driven largely by our always present smartphones and Inbox FOMO (fear-of-missing-out), we are consuming more email at all times of day in all sorts of places.

More details

These trends provide massive opportunities for marketers to capitalize on this tried and true digital tactic, but most brands are still doing the same old one-size-fits-all campaign.

In this half-day workshop, you’ll learn how to ask the right questions related to your strategy, generate insights for effective campaigns and additional marketing channels, and delivery great campaigns for our subscribers.

Key takeaways include:

  • Latest trends and stats on email marketing.
  • How to perform effective email audits.
  • How to select email marketing/marketing automation providers.
  • How to build effective email workflows with your organization/agency.
  • How to leverage modern web tools to create kickass emails.
  • How to develop short and long-term communications plans with subscribers.
  • How to determine the email metrics that matter.
  • What does the future look like for email?
Michael Salamon - Lousy

UX Strategies: Lean & Mean

Michael Salamon | Director of Experience & Principal, Lousy
  • UX/Design

Human Centered Design, Design Thinking, Agile, Mobile First, Lean. These tech methodologies have fueled our disruptive revolution. But ecosystem design is hard, and successful campaigns typically cross a wide section of “silos”. As digital marketers and strategists, our careers depend on facilitating and driving the vision to the rest of the team.

More details

The focus of this workshop is on understanding the current consumer and anticipating the consumer of the near future. Specifically, this session focuses on understanding a consumer who is empowered, participatory and discriminating and thinking about how they behave across platforms.

By investigating the shift in the traditional Consumer Decision Journey, we will deconstruct successful integrated campaigns to establish a framework for creating our own.

In this half day session you will:

  • Understand the Profiles, Triggers, and Motivations of the Connected Shopper.
  • Identify all relevant touch points in the Customer Decision Journey.
  • Learn design thinking exercises to enable disruptive thinking.
  • Leave with a ‘UX design vernacular’ to accurately communicate concerns.
  • See a LIVE design audit (if we have any volunteers).

Main Conference

12:45pm
Main Conference Registration Opens
1:20pm – 2:20pm
Opening Keynote
Seth Godin - Bestselling Author of Linchpin: Are You Indispensable?

 

Seth Godin | Bestselling Author of Linchpin: Are You Indispensable?
  • Keynote

Seth Godin is the author of 17 books that have been bestsellers around the world and have been translated into more than 35 languages. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. You might be familiar with his books Linchpin, Tribes, The Dip and Purple Cow. In addition to his writing and speaking, Seth has founded several companies, including Yoyodyne and Squidoo. His blog (which you can find by typing “seth” into Google) is one of the most popular in the world. In 2013, Godin was inducted into the Direct Marketing Hall of Fame, one of three chosen for this annual honor. Recently, Godin once again set the book publishing on its ear by launching a series of four books via Kickstarter. The campaign reached its goal after three hours and ended up becoming the most successful book project ever done this way. His latest, The Icarus Deception, argues that we’ve been brainwashed by industrial propaganda, and pushes us to stand out, not to fit in.

2:40pm – 3:10pm
Hally Pinaud - Marketo

Tomorrow’s Marketer: Leading Transformation in your Organization

Hally Pinaud | Sr. Product Marketing Manager, Marketo
  • Acquistion
  • Data
  • Strategy

In this digital and data dominant world, positive customer experience across all touchpoints is paramount. A marketer’s greatest achievement is an engaged customer who buys, promotes and repeats purchase. The key to helping marketers master the art and science of digital marketing is one thing: engagement. Come learn how to thrive in this new era of engagement marketing and drive customer delight while increasing revenue for your company. In this session, attendees will walk way with a better understanding of:

  • The New Era Of Digital Marketing
  • What It Takes To Win
  • Customer Engagement Marketing
Tim Washer - Cisco

Improv Rules for Award-Winning Video Content

Tim Washer | Creative Director, Cisco
  • Video
  • Content

John Cleese preaches that creativity is not a skill set, but a way of operating. By applying principles from improve comedy, every marketer can become an idea factory to improve their video content. In this session we’ll explore, how to get your team into the “open state” to create concepts on the fly, a list for sources of inspiration, alternative approaches to the “talking head” video, ideas for recruiting customers and influencers, and steps for low-budget, same-day production. At the end of this session, you’ll be able to:

  • Create videos that connect emotionally with your audience
  • Successfully get your videos approved by management
  • Avoid the small mistakes that kill a video’s chance of getting shared.
Chris Murphy - IBM

Digital Marketing: It’s About Evolution, Not Revolution

Chris Murphy | Product Marketing Director, IBM
  • Strategy

Increasing pressure from the C-suite, the explosion of channels, and an endless barrage of new marketing technologies has left many marketers feeling like they need to completely revolutionize their marketing efforts or get left behind. But with barely enough time and resources to manage your current campaigns, how do you incorporate needed improvements, let alone implement new “revolutionary” tactics?

In this presentation, we’ll show how you can evolve your digital marketing efforts to increase engagement, while taking advantage of new tactics and technologies at the right pace for your organization.

Roundtable: Content Marketing Strategies

Michael Barber | Founder, barber&hewitt
Karen Pattani-Hason | Head of Agency and Strategic Alliances, Urban Airship
Spencer Kollas | VP, Global Deliverability Services, Experian Marketing Services
  • Content
  • Strategy

There’s little doubt that content marketing is an essential component of an effective digital marketing strategy. But good, proactive marketers know that to maintain brand relevance and up-level their campaign’s effectiveness, it’s critical to stay on top of constantly proliferating technologies and distribution channels. This roundtable of experts will consult their crystal balls to consider:

  • Will “content marketing” simply become “marketing?”
  • How automation will expand the value and impact of content
  • Connecting content to KPIs
  • The intersection of content and customer journey mapping
  • Growing metrics associated with the pipeline versus a website
Antonio Casanova - Starcom MediaVest

UX + SEO = Experience Optimization (XO)

Antonio Casanova | VP of Search, Starcom MediaVest
  • UX/Design
  • SEO

This session will discuss how UX and SEO can work together to deliver aligned approaches that meet both conversion and SEO goals. Specifically, you’ll hear UX-SEO approaches to content strategy, information architecture, copywriting, mobile design, and landing page testing. This session is best suited for user experience and interaction designers, product managers, content strategists, and SEO professionals. Attendees will walk awy being able to:

  • Better understanding of common UX and SEO challenges present to their marketing strategies
  • Identify the methodologies needed to successfully overcome these challenges
3:25pm – 3:55pm
Michael King - iPullRank

Futureproofing your SEO

Michael King | Founder & Digital Marketing Consultant, iPullRank
  • SEO
  • Strategy

You’re an executive with too many things under your purview, the last thing you have time for is keeping up with the myriad changes Google is making. You’re not sure what to make of the landscape, who are the right partners or how to set the strategy for your organization. So how do you stay on top of SEO into 2017 and beyond? In this session, iPullRank founder Mike King, gets you up to speed on everything you need to know about Search Engine Optimization to make the right decisions about Organic Search for your organization. In this session you will learn:

  • What changes Google has made that can make a material impact on your business goals.
  • What are the upcoming trends in Organic Search that you need to prepare for
  • How to strategically execute modern SEO
  • How to effectively measure SEO results for business impact
  • How to make the right SEO hire
  • How to find the right SEO partner
  • What tools your team should be using to do effective enterprise-level SEO
David Johnson - Oracle

The Rise of Adaptive Marketing

David Johnson | Director of Product Marketing, Oracle
  • Customer Experience

In the age of the customer, traditional marketing programs are not meeting buyer expectations. Customer experiences can feel anonymous and fragmented. And Buyers’ Journeys become rigid and quickly break down.
Prospects expect pervasive personalization and dazzling digital experiences whenever and however they choose to interact with a brand. In this discussion, learn how Marketers can meet both the increasing personalization demands of prospects and breakdown technology and organization silos that are creating fragmented experiences.

Carlos Gil - BMC Software

Snapchat for Business

Carlos Gil | Head of Global Social Media, BMC Software
  • Content
  • Social

With more than 60% of smartphone users between the ages of 13-34 on Snapchat and over 8 billion daily video views, it’s safe to say that the platform is here to stay. If you haven’t jumped on board yet, we’ll get you up to speed on how to use Snapchat for your business.

After this session you will be able to:

  • Gain insight into the real-time storytelling trend on social media
  • Review tips and hacks to use Snapchat for your business
  • Learn about Snapchat’s on-demand geo-filters and how to leverage them for your business
  • Discuss ways to incorporate influencer marketing
  • Ask questions specific to your business during an open Q&A session
Michael Salamon - Lousy

10 UX Mistakes You Are (Probably) Making Right Now

Michael Salamon | Director of Experience & Principal, Lousy
  • UX/Design

Nobody sets out to create a poorly designed experience, and yet there isn’t a strict formula that guarantees success. Typically problems are a result of internal business or technology problems, sometimes it’s the culmination of a bunch of minor issues, or legacy choices interfering with the present.

This presentation explore the 10 most common pitfalls in UX, explains why they are dangerous – and gives suggestions about how to address each one.

We will cover topics like:

  • Obsessive copying from your neighbor
  • Immobile pages
  • Designing for the Dark Side of the Moon
  • And 7 more!
Ashley Crowder - VNTANA

Using Augmented Reality to Turn a Customer Experience into Factual Data

Ashley Crowder | CEO and Co-Founder, VNTANA
  • Emerging
  • Mobile

Turning customer experiences into factual data is a key metric for brands. However, most immersive experiences are constrained to the individual, leaving brands with little or no feedback from the user, and customers no avenue to share their voice. It should be a two-way street and technology should allow customers to tell brands what they want in a fun and non-intrusive way, while providing brands advanced data collection capabilities. Ashley Crowder, CEO of VNTANA, the world’s only scalable, affordable and interactive hologram system will discuss new ways for brands to use augmented reality to create innovative experiences, while actively collecting valuable data that can be analyzed to improve products, learn more about customers and to reduce costs by eliminating inefficiencies. Additionally, Ashley will touch on how brands can provide customers an engaging way to give voluntary feedback, through group experiences without the use of wearables, which is most ideal for public spaces and purchasing locations such as malls, retail, restaurants and stadiums.

After this session, you’ll:

  • Have fresh insight on new ways to incorporate augmented reality into consumer activations without the use of wearables
  • Learn techniques on how to use existing content in new immersive environments
  • Understand how design and consumer interfaces can make or break your marketing campaign
4:10pm – 4:40pm
Oli Gardner - Unbounce

Frankenpage: Using A Million Little Pieces of Data to Reverse Engineer the Perfect Landing Page

Oli Gardner | Co-Founder, Unbounce
  • Data
  • Acquisition

Theory. Principles. They’re essential to guide how we design our campaign experiences. But, if they aren’t backed up by data, our decision making powers are missing a critical piece of the conversion equation.

In the only landing page session you’ll need to attend this year, Oli will share a series of conversion data stories. After mining through a million data points to uncover and dissect how conversion actually works, Oli will channel lightning bolts and body parts as he sews together the ultimate landing page.

Takeaways from this session include:

  • How to improve the clarity of your value proposition through qualitative experimentation
  • How to combine data insights and user experience to create marketing experiences that are both delightful, and high converting
  • How to use attention-driven design to focus your visitors on the conversion goal of your pages
  • How to create a high-converting lead generation form
  • How to hack your way to conversion insights with no technical help or stakeholder permission
Cliff Corr - Emma

Thinking Outside the Inbox: Powering The Very Best Customer Journey

Cliff Corr | Director of Client Success, Emma
  • Email

As marketers, it’s easy to feel overwhelmed by all of the data that you have at your fingertips. From the information in your CRM to the actions consumers are taking (or not taking) on your website and social channels, it’s difficult to determine what really matters when crafting smart marketing campaigns.

In this talk, Cliff Corr (Director of Client Success at Emma) will show you how top-performing brands from retail, B2B, hospitality and more are combining multiple data points to listen to consumers and learn more about the customer lifecycle. With the use of web-tracking, better online forms, dynamic content and automated email workflows, it’s easier than ever before for marketers to take control of data overload and create high-converting campaigns inside and outside of the inbox.

After this session you’ll be able to:

  • Better use the data you already have to get people into the right segments and craft better campaigns
  • Know how to listen, both on and offline, and learn where consumers truly are in their lifecycle with your brand
  • Identify the data you’re missing across channels to deliver high-converting content in the inbox
Chris Moody - GE Digital

How to be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

Chris Moody | Content Marketing Leader, GE Digital
  • Content
  • Strategy

Many of the best marketing campaigns come from companies that have 10x more resources than the rest of us. But regardless of company size, you can still produce amazing campaigns. Ultimately, you want to produce marketing so successful that you’ll get the resources, budget, or time you desire. Chris has led award-winning marketing teams at both startups and Fortune 100 companies with limited resources. You’ll discover how marketing efforts at GE Digital, Oracle, Compendium, and Bandwidth have been successful with teams ranging from two to five employees. Whether you’re at a start-up, SMB or enterprise company, you’ll learn how to be insanely effective no matter your size or budget.

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

  • Document an effective content strategy in 1-2 pages
  • Produce more leads and results with your marketing
  • Prove to management how marketing is contributing the bottom line
Matt Hertig - Alight Analytics

The Truth About Marketing Analytics

Matt Hertig | Co-Founder, Alight Analytics
  • Data
  • Measurement & Analytics

With so many service providers and promises in the marketplace today, it’s hard to understand which marketing analytics tool might be the best fit. Join Matt Hertig, Co-Founder of Alight Analytics, for this interactive session as he shares the best solutions to automate your marketing data gathering process, build repeatable dashboards and deliver actionable insights and recommendations.

With this session, you will:

Understand the difference between reporting and analytics

Walk away with our actionable 3 pillars of success

Learn how to break down different solution models

Be able to establish the right analytics and reporting approach for your organization

Equip your team for long-term analytics success

Mindy Weinstein - Market MindShift

Discover What “Real” Customers Search: Keyword Research of Today

Mindy Weinstein | Founder & President, Market MindShift
  • SEO
  • Content

Great SEO begins with the right keywords. Those magical words and phrases are what will attract search engines and your target customers. The problem that many marketers face is that they rely solely on software to determine what keywords their audience is using in search. The focus is on the numbers instead of the “real” customers. Don’t fall into this trap. The best keyword research is a mix of psychology, technology and good old fashioned marketing. In this session, you’ll discover what it takes to kill it in terms of keyword research.

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

  • Gather and use customer and prospect data to start your keyword list.
  • Transform persona definitions into keywords.
  • Uncover a goldmine of keyword information within your organization.
  • Identify user intent for your keywords.
  • Capture mobile and voice search queries.
4:55pm – 5:25pm
Pamela Vaughan - HubSpot

Everything You Thought You Knew About Blog CRO Is Wrong

Pamela Vaughan | Principal Marketing Manager, Web Strategy, HubSpot
  • Social
  • Data
  • Content

Want to transform your lackluster business blog into a high-value traffic and conversion asset? Publishing high-quality content is only part of the equation. In this session, you’ll discover why you should curb your reliance on blog optimization “best practices” and instead take a data-driven approach that generates better results for your business. Specifically, you’ll learn about …

  • Real case studies that demonstrate why relying on blog conversion “best practices” can steer you wrong, and how taking a data-driven approach can yield better results
  • How to identify, evaluate, and prioritize the right tests for your blog
  • Various tests and analyses you can conduct to optimize your blog’s traffic and conversions
Michael Barber - barber&hewitt

Friction: The Only Thing Marketers Should Care About Between Now & Forever

Michael Barber | Founder, barber&hewitt
  • Strategy
  • Content
  • UX/Design

For all the humming and hawing we do over marketing tactics, we often forget about the experience through and between those tactics. We make copy too complicated; our landing pages ask for information that isn’t 100% necessary to convert a prospect. We push out irrelevant, useless content through our channels; we add an unnecessary step to our checkout process. We don’t take time to customize our message – no matter the platform. Put simply, we create a lot of friction for our customers.

More friction = more time wasted = unhappy people = less likely people are going to do business with us. After this session, you’ll be able to:

  • Become a friction master, slaying it daily in your business
  • Understand how to work cross functionally to solve friction issues around your organization
  • Learn about the tools available to help you combat friction
  • And, understand why friction is so important to your organization
Dave Fryer - Domo

Know Your Numbers: Using Data to Measure the Effectiveness of Your Marketing

Dave Fryer | Product Advocate, Domo
  • Data
  • Measurement & Analytics

Today’s marketer has access to more data than ever to better do her job, but data doesn’t necessarily mean answers. How we take data from different sources to create one cohesive view of our customer journey, marketing campaign performance, or return on marketing spend is easier said than done. In this session, we’ll talk about how to overcome the challenges that marketers face today in measuring the effectiveness of your marketing efforts.

After this session, you will be able to:

  • Quickly identify gaps in your ability to measure your spend
  • Understand how technology can help or hurt your reporting process
  • List three distinct KPI classifications that every marketer should know

Roundtable: Trends in Search & Social

Matthew Capala | Founder & Managing Director, Alphametic, Author
Laura Wilson | Director of Digital Engagement & Social Media, Georgetown University
Josh McCoy | Lead Strategist, Vizion Interactive
Jason Dove | Senior VP of Sales, SocialCentiv
  • Social
  • SEO

Most experienced marketers “get” that SEO and Social Media functions are less effective as distinct channels and work better as a coordinated effort. Hear a group of leading practitioners discuss the trends that impact the technology that powers the search and social media experience, and the real world logistics of implementing integrated search and social media campaigns within a company.

Michael Brito - LEWIS Pulse

Breakthrough Storytelling Starts With Analytics

Michael Brito | Head of U.S. Digital Marketing, LEWIS Pulse
  • Data
  • Content

There is a content & media surplus in the market today and customers have an attention deficit. This is causing your customers to have tunnel vision and only pay attention to the content that is relevant to them at a very specific moment in time. And, because purchase behavior is dynamic and unpredictable, capturing customer interest is critical.

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

  • Craft a laser-focused content strategy based on audience intelligence
  • Leverage the same data to determine your paid media strategy
  • Reach customers with the right content, at the right time, in the right channel, with a story that is completely relatable, Integrate employee driven storytelling into the brand experience
5:25pm – 6:30pm
Opening Reception

Make new friends and share ideas over drinks and hors d’oeuvres with fellow attendees, speakers and sponsors.

Wednesday, December 7

7:30am – 8:30am
Morning Coffee Networking
8:30am – 9:00am
Eric Yale - Forrester

How to Serve Your Customers in the Post-Digital World

Eric Yale | Senior Consultant, Forrester
  • Strategy
  • Emerging

We’ve entered a new world order where entitled customers integrate digital fluidly into physical experiences, but marketing practices haven’t kept up. The fix is a new marketing worldview in which the digital distinction dissolves and marketers think of their customers as people first. Post-digital marketing is doing what you say: be human, be helpful, be handy. Come to this session and learn the requirements for a post-digital marketing mindset.

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

  • Understand that’s no longer about being the “best” digital marketer – that time has passed
  • Relate to the three imperatives for embracing the post-digital mindset
  • Realize that customers are expecting you to address their digital and physical needs all at once
Jeff Greer - Blue Cross Blue Shield of Michigan

Content Strategy and Plain Language: Making Your Experience Work for Customers

Jeff Greer | Digital Content Strategist, Blue Cross Blue Shield of Michigan
  • Content

You want your content to matter to your customers. You want it to be clear and crisp, meaningful and helpful, inspirational and actionable. You’re probably using editorial calendars, messaging grids, and style guides. That’s a great start. And if your content is great, that’s great.

But sometimes, all your planning doesn’t make your content any better. Your customers don’t understand it and it’s not helping improve their experience with your organization. If you want your content to work, you need to understand the strategies of plain language.

Understand it, and you’ll create content that’s more findable, better organized, and popping to the top of the search engines. You’ll surprise your customers with the answers they need, whenever they need it. In this session, we’ll discuss how to build a content strategy based on plain language. Takeaways include:

  • How, when and where to plan your plain language content strategy
  • How plain language improves your customer experience
  • How plain language improves your search results and findability
John Thies - Email on Acid

5 Ways to Improve your Email Campaigns (and get Better Results)

John Thies | CEO and Co-Founder, Email on Acid
  • Email

Email is an amazing channel for marketers and can have an enormous impact on brand awareness and revenue, if done correctly! To say that inboxes are overcrowded is an understatement. An estimated 93 billion marketing emails are sent each day, yet only 22% of them are opened. Do your emails stand out in today’s crowded inboxes? Are you getting the most out of every email campaign?

There are many factors that can affect the performance of an email campaign from inbox placement to design. In this session we’ll take a deep dive into five key areas that will certainly increase your email marketing effectiveness.

Key Takeaways

  • How to use list segmentation to increase open rates by as much as 14%
  • Effectively using the Subject line and Preheader text to encourage a subscriber to view your
  • Why designing for mobile is so important and which design methodologies are best
  • How to captivate your subscribers by creating a different email experience depending where its opened
Kelsey Carroll - HP Enterprise

Hide the Vegetables: How to Make Content More Digestible

Kelsey Carroll | Global Digital Marketing Manager, HP Enterprise
  • Content

90% of video views on Facebook are counted with the sound off. The days of the 10-minute talking-head video interview are over. Only the most captivating and innovative content can influence a tech-savvy audience. Most ads are ignored, skipped or rejected and users are becoming numb to marketing messages. In this talk, you will learn how to harness creativity, conversation, and connection to connect with the right audience and drive impact in 2017. After this session you’ll be able to:

  • Gain simple, repeatable content marketing tactics anyone can employ, whether you have a small business, are in the Fortune500, or are looking to grow your personal brand
  • Learn a few tricks of the trade as far as penetrating the right audience with Twitter video ads, Facebook Video ads, Instagram Stories, VR (360) and Snapchat (AR)
  • Develop an enterprise-ready model for achieving greatness at scale
9:15am – 9:45am
Dixon Jones - Majestic

Link Building to Improve Your Search Visibility

Dixon Jones | Marketing Director, Majestic
  • Search

Digital Marketing online has multiple facets – one of which is understanding the role links play in user behaviour and the very important role they play in making a business be seen online in the right place at the right time. Whilst links are important for being seen on third party websites, the collective link graph is an integral part of search algorithms. Learn what sort of links increase your chances of being seen correctly on the search engines and just as important, understand the pitfalls of link building in a way that aims to manipulate search. Tactical things you’ll learn in this session include:

  • How to assess your link profile and those of your competitors
  • How to avoid and defend against link building tactics that could harm your business
  • How to develop a coherent marketing strategy that develops links that search engines will love
Quinn Whissen - Vertical Measures

How to Get 77% More Traffic from Your Existing Content

Quinn Whissen | Director of Marketing, Vertical Measures
  • Content
  • SEO

Fact: 93% of all buyers, online or in stores, use search engines prior to making a purchase

Fact: 86% of those searches are non-branded queries

Fact: You can get a lot more traffic from your existing content from those searchers

Join this session to learn how to find gaps in your existing content, edit your content, and fill those gaps with semantic keywords to boost dozens of SEO metrics. After all, you’ve already done most of the work with the content that’s already on your website. Why not get the most from it? We’ll share our proven tactics, complete with a case study example for executing a wildly successful Content Gap Analysis and Semantic Keyword Strategy.

We’ll show you, step-by-step:

  • How to map the buyer personas and their journey to your business objectives
  • How to identify and plug holes in your existing content
  • How to grab rankings share from your competitors
  • How to expand your keyword footprint in the search results
  • How to drastically increase your organic traffic
Leo Sei - Google

Optimizing for Every Moment with Adwords Scripts

Leo Sei | Product Manager, AdWords Team, Google
  • SEO

You’ve all heard that AdWords is about the right ad at the right moment for the right person. If you’re a large business, this can quickly become very complicated if you do not have a large IT team. Come see how you can leverage AdWords scripts, the free & hosted programmatic AdWords tool, to optimize your account at scale.

After this session you will be able to:

  • Have a deeper understanding AdWords scripts and how people use them.
  • Get started even with little javascript knowledge.
  • Implement tips and tactics to become an automated optimization powerhouse.
Brendan Walsh - Mole Street

Experiential Marketing: How the Best Brands Amplify Their Live Experiences Through Digital

Brendan Walsh | Co-Founder & Principal, Mole Street
  • Branding
  • Emerging

Citing leading examples of some of the best experiential case studies worldwide, join Brendan Walsh, Principal and Co-Founder of Mole Street- an Award winning experiential marketing and branding firm, as he breaks down the latest trends and successes from large brands to non-profit institutions how a good digital campaign can elevate and amplify live events and activations to new heights.

In this session you will learn:

  • General background on Experiential marketing techniques and how they intersect with a social/digital campaign
  • Profiles of some of the best known brands and how they use it effectively
  • Video examples for reference within the retail, hospitality, fmcg, tourism and entertainment space
  • Learn about new tools available to capture social information at events without hashtags
Doug Platts - Dialexa

Leading a Global Digital Marketing Strategy

Doug Platts | VP of Marketing, Dialexa
  • Global
  • Strategy

Creating and delivering a global digital marketing strategy is a huge challenge, no matter if it is a single channel initiative, multi-channel program or complete digital overhaul (e.g. global site redesign). Too often teams focus just on a strategy and not on the operations of the strategy to deliver results, or assume a strategy for one market will work in every market. In this session, you’ll discover a proven method for rolling out a global digital marketing strategy that you can apply in your own organization. This method also applies to businesses with multi-brand/multi-business units that don’t necessarily have a global presence.

After this session, you’ll be able:

  • Put the right structure in place to operationalize across global teams
  • Define which types of activity should be centralized vs managed at a local level
  • Understand how best to communicate learnings, connect teams, and share the value of your work across your organization
10:00am – 10:30am
Eve Mayer - Social Media DeliveredJean Scheidnes - Social Media DeliveredRichard Nino - Social Media Delivered

Influencers, Festivals and Snapchat: A Perfect Millennial Storm

Eve Mayer | CEO, Social Media Delivered
Jean Scheidnes | VP of Client Services, Social Media Delivered
Richard Nino | Social Media Director, Social Media Delivered
  • Social
  • Branding

Jean Scheidnes and Eve Mayer from Carrollton (DFW) Social Media Delivered present a case study on how their client, StubHub, used social media to move beyond sports and concerts to stake a claim on the global festival business. StubHub launched a global rebrand and needed a campaign that would galvanize advocates and elevate ambassadors who shared the StubHub vision. Oh and it needed to launch in one week! Then the campaign needed to connect with festival-goers on the ground through the #FestivalPro conversation and the Millennial favorite, Snapchat.

In this session you will learn

  • What works on Snapchat, what doesn’t and what to measure.
  • Why well known influencers are not always the right answer.
  • The risks to take and the ones to skip in a global social media contest campaign.
Justine Jordan - Litmus

The Hidden Talents of Email: Creating Customer-Centric Messages

Justine Jordan | VP of Marketing, Litmus
  • Email
  • Mobile

Channels come and go, but in the last 15 years nothing has replaced, displaced, or outpaced email as one of the most effective means to engage your customers. In this session, Justine will explain how you can use email to deliver personal, 1-to-1, contextually relevant, and even (gasp!) fun messages that delight your subscribers and encourage engagement. From device-a-palooza and preview text to tables and triggers, this session will break down the subscriber experience so you (and your audience) get the most from your next campaign.

During this session, you’ll:

  • See examples of forward-thinking campaigns using interactive elements and gamification in email.
  • Learn how to “unsuck” your emails, including tips for everything from subject lines to design to CTAs.
  • Pick up practical advice for creating emails that get opened, clicked, and stay out of the spam folder.
  • Hear how Gmail recently shocked the industry with a huge announcement about mobile optimized campaigns.
  • Discover the emails every company should be sending throughout the customer lifecycle.
Scott Emmons - Neiman Marcus GroupDouglas Baldasare - ChargeItSpot

Developing Innovative Solutions for a Better Customer Experience

Scott Emmons | Head of the Innovation Lab, Neiman Marcus Group
Douglas Baldasare | Founder, ChargeItSpot
  • Emerging
  • Culture
  • UX/Design

In today’s ever evolving tech environment and hyped-up media coverage, it can be difficult to decipher between a passing trend and a powerful innovation. The key is to think about real, persistent problems that the customer faces and create innovative solutions to address them…and in a way that advances your business goals. In this session, Scott Emmons (Neiman Marcus, Innovation) and Doug Baldasare (ChargeItSpot, Founder), will discuss how they partnered to do just this. You’ll discover examples from Neiman Marcus, Under Armour, Caesars, and Uniqlo.

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

  • Evaluate your consumer-facing technology
  • Optimize outcomes for both the user and the enterprise client
  • Measure ROI of tech investments
  • Understand key ingredients for success between a large enterprise client and a tech vendor
Billy Schuh - Roundedcube

Why Web Product Managers Are A Digital Marketers Best Friend

Billy Schuh | VP of Client Services, Roundedcube
  • UX/Design
  • Sales

As marketing automation tools have exploded onto the market, the need for technologically savvy and forward looking internal teams is critical to achieving digital maturity as an organization. The emerging role of Web Product Manager, equipped with the right tools and a support staff of UX designers, digital marketers, data analysts and developers will allow marketing initiatives to scale as needed and speed go-to-market delivery increasing conversions, maximizing ROI and fostering customer loyalty and retention. In this presentation you’ll discover how to build up a web product management ecosystem to support your digital sales and marketing goals.

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

  • Help develop a web product manager ecosystem to support sales and marketing initiatives
  • Assess your own organization’s Digital Maturity
  • Ensure your own requirements and goals are included in a digital roadmap
Ginger Shimp - SAP

The Care and Feeding of the Content Engine

Ginger Shimp | Marketing Director, SAP
  • Content

We understand that the customer journey is hyperlinked, not linear. We further understand that we are living in an “always-on” world. The confluence of these premises requires that we marketers prime the demand generation engine with a constant diet of fresh resources. This session will inspire marketers to design evergreen marketing campaigns for a digital age.

After this session, you’ll be able to:

  • Version your content to appeal to disparate groups such as, lines of business, industries, net new vs customers
  • Design content to be consumed in multiple formats
  • Create a content plan that will appeal to how prospects choose to consume information
10:30am – 11:00am
Networking Break
11:00am – 11:30am
Todd McGee - CataBoom

Content Meets Games: New Ways to Engage Consumers

Todd McGee | CEO, CataBoom
  • Content

More and more brands are harnessing the addictive quality of games to create content that engages audiences beyond a “Like” or “Share.” This creates a massive opportunity for marketers to craft campaigns with staying power and that drive consumers back to a brand again and again. In fact, brands that use game mechanics in their marketing often see a 90% response rate for repeat customer visits, showing marketers in all industries that they can achieve incredible ROI just by infusing a little fun into their content. But what are the elements of a game that draw consumers in the first place? And how can marketers affordably and effectively infuse games into their content? This session will explore the power of gamification in marketing, and ways marketers can think beyond standard content to tap into consumers’ innate desires to play and win.

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

  • Evoke the power of dopamine and oxytocin, the hormones that control excitement and love, in their marketing
  • Use prizes in game-infused content
  • Understand examples of game-infused campaigns that were executed with minimal budget, and their results
Anne Gherini - Node

Marketing to Millennials: As the Banner Dies, Content Thrives

Anne Gherini | Head of Marketing & Communications, Node
  • Emerging
  • Mobile
  • Strategy

For brands, Millennials are an incredibly important generation that many still don’t understand. Stereotypes are hard to ignore, yet facts can help you understand why this generation acts the way they do. These digital natives are early adapters and setting trends, allowing savvy brands to position themselves ahead of the curve. demo. This presentation will touch on the following:

  • Who are Millennials – Facts beyond the stereotypes
  • Why do they matter – Even if they are not your target audience
  • How do you reach them – Rethink your marketing strategy
  • What do they consume – Mobile content thrives
  • How to rise above the clutter – Amplification is key
Jamie Hunt - Avanade

Use Design Thinking to Replace Silos with Innovation

Jamie Hunt | VP Global Digital Advisory, Avanade

 

To deliver truly great experiences, look inward before you look at your customers. Sure, you have a plan to transform your customer experience and get some new workplace tools in the next few years. But are you also realigning internally, dismantling silos, and fostering a culture of innovation? If you ignore this critical pre-work, then your digital transformation is likely to be far more painful than necessary—if your brand survives at all. Come learn how to prepare for the digital shock wave that’s about to hit.

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

  • Understand what digital transformation really requires
  • List 6 key steps to Digital Transformation
  • Understand how companies are reorganizing to eliminate silos
  • Use Design-Led Thinking to change how you approach business challenges
Chris Goward - WiderFunnel

Personalization Drives Conversions, But Go Too Far And It Could Backfire

Chris Goward | CEO & Founder, WiderFunnel
  • Mobile
  • UX/Design
  • Data
  • Acquisition
  • Measurement & Analytics

Personalizing your web and mobile messages is guaranteed to improve your results — except when it doesn’t. Personalization allows you to deliver more relevant messaging to each of your prospects, engaging your audience through a customized user experience. But over-segmentation holds hidden risks, bloats marketing budgets, and can sabotage your optimization efforts. So how can you ensure your personalization strategy will be a success? The right conversion rate optimization (CRO) strategy can reveal the ideal messaging to present to visitors, enhancing user experience and filtering out unqualified leads—saving your budget and leading to increased conversions.

The world’s leading optimizers have well-oiled machines with cross-functional teams that run disciplined, insight-driven experiments synchronizing qualitative and quantitative data— and Chris will explain specific tactics so you can do it too. In this session, attendees will learn:

  • Three methods to create just the right amount of personalization to capture viewer attention and drive conversions, and how to test and use the right one at the right time.
  • How you can use A/B and multivariate testing to optimize personalization for conversions.
  • How over-segmentation can sabotage conversion optimization if done incorrectly.
Jessica Best - Barkley

Data That Drives Email Marketing Relevance… and Revenue

Jessica Best | Director of Data-Driven Marketing, Barkley
  • Data
  • Email

As we look ahead to 2017, email marketers have more data than ever. You have lots of data sources and systems — marketers report up to 8 on average! –but what’s useful? And how do you use it? The secret is: it all has to talk to each other to be put to work. In this session, you’ll discover 6 steps to putting your data to work for your email program. Plus, listen to real stories of how using data in email has produced results. After this session you’ll be able to:

  • Determine what data is actionable and which types make a difference in your results
  • Prioritize which data you don’t have access to, but need for a successful email program
  • Integrate multiple data sources (from plug-and-play to custom integrations)
11:30pm – 12:45pm
Lunch Keynote
Ann Handley - Marketing Profs

 

Ann Handley | Bestselling Author of Everybody Writes & Chief Content Officer, Marketing Profs
  • Keynote

Ann Handley is a Wall Street Journal best-selling author, keynote speaker, and the world’s first Chief Content Officer. Ann speaks and writes about how you can rethink the way your business markets. Cited in Forbes as the most influential woman in Social Media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category. She is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program , and the co-author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, originally published 2011. Paperback 2012.) The book has been translated into nine languages, including Turkish, Chinese, Japanese, Korean, Italian, Portuguese. Her most recent book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (Wiley, 2014) is a Wall Street Journal bestseller.

1:05pm – 1:35pm
Curtis Midkiff - Southwest Airlines

Crisis Management in a Live Setting – The Southwest Airlines Way

Curtis Midkiff | Senior Advisor, Social Business Strategy, Southwest Airlines
  • Social
  • Customer Experience

Last July, Southwest Airlines experienced an epic technological outage. In this presentation, Curtis Midkiff will present a case study on how the strategic use of Facebook live enabled Southwest to inform customers, the media and the public at large. In this session, you will learn how Facebook Live streams were employed throughout the response cycle as well as best practices learned from the process that can be applied to your organization.

Laura Wilson - Georgetown University

Embracing the Impermanent: How to Master Snapchat and Live-Streaming Video to Reach Younger Consumers

Laura Wilson | Director of Digital Engagement & Social Media, Georgetown University
  • Content
  • Social
  • Mobile

Learn how to leverage Snapchat, Periscope, and live video without feeling like a chaperone at a One Direction concert. Learn how your brand can connect with millennials and digital natives through emerging platforms by creating impactful content that keeps them coming back.

You’ll learn how to:

  • Create effective and engaging content that speaks to younger consumers regardless of your industry
  • Overcome logistical challenges when creating content on these platforms
  • Build brand loyalty through a deeper understanding of this demographic
  • Integrate this content into your existing social media strategy
Jim Boykin - Internet Marketing Ninjas

LINKS: The Most Important SEO Factor: How to Get and Measure Them

Jim Boykin | Founder and CEO, Internet Marketing Ninjas
  • SEO
  • Content
  • Strategy

In this session,duve deo into link-building, covering trusted link-building, broken link-building, competitor link-building, infographic link-building, and more! With more than 17 years as the CEO of Internet Marketing Ninjas and owner of WebmasterWorld and SEOChat, Jim Boykin is one of the foremost leaders on SEO and link building topics. Attendees of this session will learn:

  • The importance of Links to any SEO Campaign
  • How to Measure and Value Links
  • How to Create Trusted Content
  • How to Build Trusted Backlinks
  • How to Perform Broken Link Building
  • How to Harvest and Reap Competitor Backlinks
  • How to get Links and Social Shares through Creative Efforts
  • Tools which can Assist your Link Building
Bob Millar - Adestra

The Evolving Landscape: How the Email World Has Shifted to the Center of the Digital Ecosystem

Bob Millar | Sales Director for Canada, Adestra

What is your email address? Think about it. You use it to communicate with your bank, insurance, family, social media and the list goes on and on. Once considered disposable or not essential to daily life, you’re email address is more important than your bank account number. How this changes our perception and use of internet technologies and the convergence of MarTech and AdTech is just now becoming conceived by companies. Many have coined the term “people based marketing” and others like Facebook and Google (to name a few) are aggressively attempting to do that which email marketers have known and done for years. Identify the consumer through email address. Join Adestra’s Senior Director of Sales, Canada, Bob Millar, to learn how the changes in global data practices and privacy laws are pushing companies across the world to look to email marketing to lead them to the promised land of addressability of the consumer and what that means for email marketing and marketers.

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

  • Understand the true power of third party data to enhance your current targeting
  • Learn how email marketing has evolved and how you can make sure you’re on the cutting edge
  • Develop strategies that you can implement tomorrow that will incrementally evolve your program
Amanjot Kaur Sandhu - AT&T, AccessibleUXD

Accessible UXD – Challenge Your Myths About Accessibility

Amanjot Kaur Sandhu | Sr. UX Architect, AT&T and Founder, AccessibleUXD
  • UX/Design

Internet has become basic human right but not all digital applications are accessible for all. This session will introduce you to a design methodology called “AccessibleUXD” which if used by designers will help them to design for everyone, including people with disabilities. I will share my UT research work findings which challenges myths associated with accessibility.

After this session, you will be able to:

  • Acknowledge the need to design for all, including people with disabilities
  • Understand how a digital application or product can be made accessible enhancing the overall user experience
  • Myths associated with accessibility and design will be clarified with facts and research findings.
1:45pm – 2:15pm
Alisa Ben - Universal Music Group

Audience Growth is No Field of Dreams

Alisa Ben | VP, Insights, Universal Music Group
  • Acquisition

Just because you build it doesn’t mean they’ll come. They have to want to watch the game even if that means you have to change it. Understanding your audience’s ever-changing preferences and being able to connect with them based on those will mean the difference between an audience and a loyal audience. In today’s highly fragmented market, businesses that solely focus on the short-term strategy of acquisition will eventually lose endurance and strike out.  You must have a long-term game plan that is practiced across the entire organization day-in and day-out, an Audience Engagement strategy. Those companies building long-term relationships with their audience through the repetitive practice of Audience Engagement are the ones knocking it out of the park. Step up to the plate if you want to learn:

  • The difference between Audience Development and Audience Engagement
  • Effective strategies for developing your own Audience Engagement framework
  • Learn the key secrets to optimizing your customer connections
  • The MVP (most valuable part) of true Audience Growth
Matthew Capala - Alphametic

How to be an SEO Change Agent: Transformative Strategies for Stellar Results

Matthew Capala | Founder & Managing Director, Alphametic, Author
  • SEO

Despite your best efforts most of your SEO plans will fail to deliver results because they are not actionable. It’s not that your ideas or insights lack persuasive arguments. It’s because the legacy systems in place – technology, people, and processes – will naturally resist any significant change to the status quo… unless you become the change agent your company desperately needs.

The “SEO Change Agent” is a person from inside or outside the organization who helps it transform itself by focusing on organic marketing effectiveness, accountability, and development. SEO done right is not a one-person job. It requires designing a repeatable and scalable process that everyone in your organization “actually” wants to use and contribute to, including:

  • Collecting actionable data to make the case for SEO
  • Identifying organizational metrics that everyone in your organization can understand, measure and stand behind
  • Overcoming the common organizational roadblocks that will derail your best efforts
  • Developing a winning game plan based on 20% actions for 80% results
  • Getting an enthusiastic support from internal and external stakeholders
  • Choosing the right SEO tools and tech solutions that scale
  • Implementing a repeatable process that will not break your bank
  • Bracing for the latest and future Google’s algorithm changes that are constantly reshaping SEO ranking factors and strategies
Jesslyn Beattie - Universal Mind

The Innovation Mindset: Fresh Thinking for Business Innovation

Jesslyn Beattie | Director of UX, Universal Mind
  • Innovation
  • Strategy

Consumer expectations for business innovation are growing at a staggering rate. Organizations must adopt a sustainable model to include innovation throughout the product lifecycle. However, innovation is not only the output of creative thinking. True business innovation requires enterprises to have a cultural belief system that generates fresh ideas focused on impacting the overall trajectory of an organization. This talk will explore how to embrace divergent thinking to encourage and execute on meaningful ideas.

After this session, you’ll walk away with…

  • Understanding characteristics demonstrated by successful innovating organizations
  • Tactics to effectively measure the business value of innovation initiatives
  • Learning common innovation challenges that affect culture, productivity, and improvement
Kristina Libby - S.W.C.

Why You’re Doing Influencer Marketing Wrong: The Down And Dirty Facts of Influencer Brand Engagements

Kristina Libby | Professor, University of Florida & CEO, S.W.C.
  • Social

In this session, you’ll discover the initial results of a multi-city research project meant to understand influencers: who are real influencers, the intersection of on and offline influence, and how influencers are part of a new entrepreneurship model. The research uncovers what both marketers and influencers are doing wrong. As a result, you’ll learn new ways to think about engaging with influencers to generate true ROI, ways to better find influencers, what you’ve forgotten to tell influencers and new models of influencer engagement.

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

  • Comprehend how a slight twist to your influencer relations model will mean a big shift in ROI.
  • Take advantage of the “influencer as entrepreneur” model to get bigger exposure for less spend.
  • Understand the intersection of on and offline influence and how to exploit it for business benefits.
  • Identify who the influencers are in your city – and why they are different from who you think.
Shane Long - SevenTablets

You Don’t Know What You Don’t Know, but Predictive Analytics does!

Shane Long | Mobility Pioneer, Visionary, President, SevenTablets
  • Measurement & Analytics

A common thought we all share as Leaders and Executives in the digital space is, “How is our new Digital or Mobility Strategy going to perform?” By using traditional Business Intelligence methods, you are always just looking back at history and then doing your best to extrapolate, forecast and eventually make changes to your business. But what if you could add an entire new level of accuracy and predictability, what if you could in essence have instant reactions to the ever changing data around you?

By using Predictive Analytics and new Artificial Intelligence data science methods you can. You will be able to know with high levels of certainty what is likely to happen and be able to make realtime adjustments to improve revenue, client acquisition/retention, cost efficiencies and more.

After this session, you’ll walk away with:

  • Process and strategies for implementing predictive analytics in your business
  • Real world cases and results of Predictive Analytics to shape your strategic roadmap
  • Current trends of adoption of Predictive Analytics, by industry vertical
  • A peek at the role of Predictive Analytics and AI in the digital world
2:30pm – 3:00pm
Brad Spychalski - Pinterest

The Art + Science of Content Strategy: How Values, Interests and Insights Can Unlock Creative Ideas

Brad Spychalski | Creative and Brand Strategist, Pinterest
  • Content
  • Social

According to Jef I. Richards, “Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’” Compelling content and creative is only possible when it’s rooted in strategy and insight. This session will examine how Pinterest, through the platform’s interactive Workbench curriculum, works hand-in-hand with brands to synthesize platform insights, user interests + behavior, and brand + product values to build compelling content strategies that achieve business goals. After this session you’ll be able to:

  • Better understand the role of user behavior and interests when creating content strategies
  • Leverage platform insights to unlock lighthouse creative ideas
  • Build a content strategy for your brand utilizing Pinterest’s Workbench content framework
  • See how other Fortune 500 brands are leveraging Workbench to create compelling creative, inform merchandising and impact offline marketing
Susan Wenograd - FiveMill

Facebook Ads: Right Users, Right Timing

Susan Wenograd | Partner and SEM Manager, FiveMill
  • Social

Facebook Ads have evolved rapidly from a simplistic auction environment into a robust enterprise marketing platform. You can reach almost any persona possible through the targeting combinations Facebook offers, to the point it can feel overwhelming. Where do you start? It all depends on what you’re trying to accomplish, and a keen understanding of how the Facebook auction space works. Exploiting the incredibly specific targeting options and leveraging users who currently interact with your brand is just the start! Attendees of this session will walk away with a better understanding of:

  • The myriad ways you can target on Facebook out of the box based on their offerings
  • How to retarget and move current customers further down the funnel of the sales path using Facebook’s features
  • The latest ad offerings, and ways to consider using them based on your business type
Jon-Mikel Bailey - Wood Street

The Web Design Circle of Trust: Using Content and Design to Increase Conversions

Jon-Mikel Bailey | Principal, Wood Street
  • UX/Design
  • Content

The Web is changing. Websites are no longer placeholders for boring brochure content. Everyday people are empowered by social media to become influencers in their own right. And Google today looks nothing like the Google of the past. Your clients are savvy surfers of the interwebs. They’re not fooled by smoke and mirrors, they want substance. Digital marketers have to understand that the today’s audience is made up of finicky critics with zero attention span and very high expectations. In this session, attendees will learn how design can work with your content to increase your return on your SEO, SEM, and Social Media Marketing efforts, all while building an ongoing level of trust with your audience. Attendees of this session will walk away able to:

  • Understand why design and user experience matter when it comes to increasing both conversions and brand loyalty and how to drive this conversation with their team.
  • Implement a mobile strategy with a focus on design and usability all while avoiding the perils of Mobilegeddon.
  • Advocate for control of your website content and marketing efforts using a CMS that allows for updates in all areas of your website, not just content.
  • Use design and images to improve the speed and usability of your website to boost rankings and conversions.
Jeremy Hudgens - Genius Monkey

Programmatic Advertising: Beyond Reach, Frequency and CPM

Jeremy Hudgens | SVP / Director of Client Solutions, Genius Monkey

Advertisers have always strived to incorporate the cutting edge of technology. The emerging trend is highly precise, data-driven, automated, artificial intelligence-aided ad buying … better known as Programmatic Advertising.

In today’s world, brands are seeing a three to five times greater ROI through programmatic buying than through traditional environments. Through cutting-edge technology, it is now possible to track more than just clicks. You can now understand exactly what your marketing dollars are doing for you, right down to the individual consumer, thereby providing insights to eliminate waste. Globally, billions of dollars are now transacted programmatically, and this explosive growth is expected to continue with an average annual increase of 27% over the next four years.

This session will challenge your thinking of traditional media buying and give you the tools to stay on the cutting edge of tomorrow’s ad technology:

  • Creating competition in the marketplace for your ad dollar, in real-time
  • Integrating digital and traditional media for optimal performance
  • Closing the loop: tracking conversions to the initial impression
  • Test different creative / messages for different audiences
  • Overcoming new challenges to programmatic advertising
  • How to eliminate over 95% of all ad fraud
Chase Eddington - Texas A&M University-Commerce

Murder Mystery Marketing: Develop Killer Content with Forensic Linguistics

Chase Eddington | Coordinator of Communication Outreach, Texas A&M University-Commerce
  • Content

Forensic linguistics helps determine authorship of writings. It helped nab the Unabomber and is perhaps most prominently used in determining authorship of ransom notes, emails, and other writing used as evidence in court. The theory underlying forensic linguistics is that a body of writing from a known person can then be compared to a sample from some unknown source to determine authorship. But can it help marketers? Absolutely. While marketers may not need to know that all of a company’s content was created by the same person, an informal forensic linguistic analysis can shed valuable insight into the type of language and structure that a competitor uses (perhaps successfully) that is not apparent in a cursory reading of the text. These insights can help content marketers to develop better campaigns by finding and exploiting effective language structure. An analysis of a marketer’s own writing may provide insight as well: what may seem like an upbeat and positive campaign may unduly rely on negative function words that hinder brand messaging and could likely cost companies in lost conversions. By the end of this presentation, audience members will be able to:

  • See the value of forensic linguistics as a reliable content marketing development tool,
  • Learn a brief overview of some of the specific ways a forensic linguistic study can impact content creation and how to optimize content based on the lessons learned from a linguistic analysis, and
  • Understand real-world examples of how this tool has impacted a business’ content marketing positively and where to begin when undertaking such an analysis.
3:15pm – 3:45pm
Michael Albanese - Comedian, Writer & Producer

Be More Funny! Using Humor to Elevate Your Brand

Michael Albanese | Comedian, Writer & Producer
  • Strategy
  • Content

In today’s marketing landscape, the addition of humor can be the most important part of your content strategy.  But before you start dropping one-liners into your copywriting, it’s important to take a step back and make sure you examine the type of humor for your audience, the amount of humor, and ensure you are speaking the same language as your user.  Content creators don’t have to shy away from funny, and with the right road map, can navigate their way to amping up humor and increasing engagement.  In this session, attendees will learn tips and tricks on how to start the process of adding humor to their content through real world examples and live session interactions.

Attendees of this session will walk away with:

  • A better understanding of how to effectively brainstorm for humor
  • How to approach specifically targeted audiences appropriately
  • Which humor tools are best for what type of content
Tiffany Starnes - Starnes Solutions

A Proven Cure for Shiny Object Syndrome: Measurable Goals

Tiffany Starnes | Founder, Starnes Solutions
  • Social
  • Strategy

Snapchat. Periscope. Blab. The digital marketplace is constantly changing and remaining relevant means staying ahead of the curve. But, in a cross-channel world with millions of options, how do pick the right ones? First, take a deep breath. Then, let’s talk goals. Set goals with clear metrics for marketing success. Couple that with a keen understanding of your audience and you will create relevant content that goes beyond platforms or channels to reach your core customer. In this session we will learn how to avoid being blinded by the bling of the coolest new platform and focus on reaching your ideal audience- where they are and with the information they want.

After this session, you’ll be skilled and ready to:

  • Define goals and determine hard metrics that matter to your business
  • Find your target audience online
  • Develop a consistent cross-channel content marketing campaign
  • Measure success
Rebecca Stone - LiveRamp

Why Identity Resolution Matters To Every Marketer

Rebecca Stone | Head of Demand Generation Marketing, LiveRamp
  • Strategy

Multi-channel marketing is a double-edged sword. As the number of touchpoints increases, so too does the volume and variety of consumer data available to brands. This can be either a huge opportunity or a massive problem for marketers. The opportunity – get to know what consumers really want, and create experiences that deliver. The problem – unless you can tie all those customer identifiers back to real people, you don’t truly understand who you’re marketing to. That’s where identity resolution comes in.

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

  • Define identity resolution
  • Utilize people-based marketing to recognize consumers across channels
  • Enable more effective targeting, measurement, and personalization use cases
Nicholas Galante - Direct Agents

What Smart Data Means for the Future of Programmatic

Nicholas Galante | Director of Programmatic, Direct Agents
  • Mobile
  • Emerging
  • Data

In the last year alone, Programmatic has accounted for almost 90% of US RTB digital display ad spending totaling $8.14 billion, while spending on private marketplaces is projected to reach $3.31 billion over the next few years according to Emarketer. With the systematic influence of tech, real time data modeling, global reach, and algorithmic intelligence, the dots are finally being connected. In the era of smart data, programmatic media buying is already evolving past display – to all other channels including native, video, mobile and Connected TV. With users on their desktop at work, iPhone on the ride home and tablet when they get home, data is everywhere. Soon, even your refrigerator will understand what products you need and when you need them. Programmatic’s reach will soon extend to the Internet of Things. The tools at our disposal to ingest these touch points are (almost) limitless, and marketers want to find stronger audience indicators to ensure greater efficiency for clients. In this session attendees will leave be able to understand:

  • How the systematic influence of Technology is all encompassing, including and especially digital marketing.
  • How machine learning and algorithmic intelligence now allow for unprecedented targeting, efficiency and scale.
  • Why data opt-in and privacy become paramount, as operators consider the implications of this framework in a multi device world.
4:00pm – 4:30pm
Janet Driscoll Miller - Marketing Mojo

Your Digital Marketing Is Failing You – So Let’s Fix It!

Janet Driscoll Miller | President & CEO, Marketing Mojo
  • Strategy
  • Data
  • Measurement & Analytics

SEO. PPC. Facebook. Twitter. LinkedIn. Email. These days marketers are working hard to execute on all of the digital marketing channels to drive leads and sales. But are your digital marketing efforts really fulfilling your lead and sales goals? In this session, Janet Driscoll Miller will introduce  you to the power of digital channels you may not have previously considered and how to integrate those efforts to generate the most leads, MQLs and sales. To ensure you’re tracking your attribution correctly from the start, she’ll discuss common tracking and analytics problems that are often easily remedied.

After this session, you’ll be able to:

  • Conduct an assessment of the holes in your current digital marketing strategy and how to fix them
  • Better identify the digital marketing channels that are best for your brand and marketing strategies, and how to integrate them effectively
  • Fix your common, significant tracking and analytics problems so that you know how effective those channels are
Hassan Ali - Onion, Inc.

How to Get Real and Cut the BS in your Millennial Marketing

Hassan Ali | Creative Marketing Director, The Onion
  • Branding
  • Content
  • Social

Millennials and Gen Z can sniff out marketing BS better than any generation before them. And yet, for some reason (*ahem, focus groups*), so many brands still serve up bullshit, thereby turning off young audiences and coming across as, like, TOTES lame. #Fail.

Hassan S. Ali, Creative Marketing Director of Onion, Inc., will discuss how his team works with brands to create campaigns that are authentic, genuine, and free of BS, staying true to The Onion’s voice of telling it like it is. He’ll offer up useful tips to help you put together a marketing strategy that cuts the BS and, most importantly, gets young audiences to talk about your brand to all their super-cool friends. #Winning. After this session, you’ll be able to:

  • Use publishers and influencers to create branded content that’s far more effective (and less BS-filled) than traditional online advertising (e.g. pre-roll ads).
  • Craft branded content for maximum impact on social media
  • Effectively use humor to connect with young audiences
  • Identify the cutting edge tools you need to interact with young audiences better — i.e. messenger bots, live streaming video, and interactive tech
Teju Owoye - Sulte Group

Accelerating Growth by Hacking Your Conversion Journey

Teju Owoye | Founder, Sulte Group
  • Data
  • Strategy
  • Acquisition

Just over a decade ago, a company’s marketing strategy included brand awareness campaigns, ad buys, and PR plays. These tactics were backed by heavily padded budgets and a “build it and they will come” mentality that left marketers hoping that their big campaign would bring new customers success. The traditional model had marketers take huge bets to win, without much data and analytics to mitigate potential losses. In our tech driven world, marketing strategies now must include budget and resources for A/B testing, viral loops, engineering as marketing solutions, and funnel optimization. The new name of the game is “lean test until it converts.” In this presentation, you’ll discover how any brand can implement viral loops and feedback mechanisms to create a conversion journey that is a self-sustaining marketing system. We’ll explore case studies from some of the top startups. Additionally, we’ll discuss how growth hacking conversion is the key way to create advantages in today’s competitive marketplace.

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

  • Set up and test a viral loop
  • Measure viral coefficient
  • Five ways to create self-sustaining marketing systems
4:45pm – 5:15pm
Shannon Gross - Dallas Cowboys

The Evolution of the Professional Tweeter

Shannon Gross | Senior Manager of Social Media, Dallas Cowboys
  • Social

The types of content we are producing for social media are rapidly changing and so are the job descriptions of people we are looking for to fill out our teams. This session will explain how the content on social media has changed and how it is affecting new hires and responsibilities within our organization.

After this session you’ll be able to:

  • Understand what it takes to make something viral in today’s sports world
  • Understand how relationships within a sports organization affect the types of content you’re able to produce
  • Recognize the evolution of social content and understand the effect of how we are building out our social team
  • Understand why creativity is key and not necessarily having a “social guru” on your staff
  • Get a glimpse of the future of social media in sports
Mathew Sweezey - Salesforce

The New Era of Contextual Marketing

Mathew Sweezey | Author, Principal of Marketing Insights, Salesforce
  • Strategy
  • Culture
  • Sales

New technology killed the former king, and in todays age we have seen this play out in our sale and marketing roles. The former king of revenue generation for any business is now only 20% of their former glory. In our modern world of limitless information, easy access, and instant feedback 80% of the buying cycle will be in the hands of marketers by 2020. Learning how to deal with the shifts from the 10/90 sales and marketing mix to the new 80/20 marketing and sales mix takes a new set of foundations, fresh approaches to selling, and deeper understanding of the new consumer.

Join Mathew as he walks us thought the new tenets of sales and marketing, the new roles we must fill, and better practices for converting your department into the revenue machine of the future.

Jean Ellen Cowgill - Atlantic Media Strategies

Lessons from the Frontier: Trends and Tactics from Today’s Content Powerhouses

Jean Ellen Cowgill | President, Atlantic Media Strategies
  • Content
  • Social
  • Strategy

Social and mobile technologies have transformed how people interpret and navigate their world. At any time of day, on any digital device, people can explore a seemingly endless amount of content, as curated for them through sources ranging from Facebook and Snapchat to newsletters and their friends’ tweets. At the same time, audiences are moving to new channels with greater ease than ever before. It’s near impossible to predict where they’ll be tomorrow. Organizations of all kinds are grappling with how to make an impact in this crowded and always-on content environment. Jean Ellen Cowgill will explore how ideas spread in today’s fast-changing world. She will share the latest analysis of work at the frontier of digital media by The Atlantic and other pioneering brands. Attendees will walk away with practical tips and tactics that they can use in their own work.

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

  • Stand out amid the content avalanche by crafting compelling social content
  • Make every connection meaningful by speaking to your audience’s unique needs
  • Capitalize on major moments by surfacing—and resurfacing—the right stories
  • Lead the conversation by finding and grabbing hold of the angle you can own
5:15pm – 6:30pm
Closing Reception

One final opportunity to toast your new acquaintances.

All sessions with the exception of the pre-conference are open to all attendees. With multiple sessions going on concurrently, mix-and-match your schedule to design the ultimate personalized digital curriculum. No need to pre-select sessions, your onsite experience is open to change as you see fit!

*Agenda subject to change