Technology provides incredible new opportunities for our lives and our businesses. But it can also make us want to rip our hair out of our head with complication and confusion. In this insightful talk, Randi will give real world advice on how to make tech work for you and your business: recruiting, managing employees, marketing your business, engaging customers, and much more – in a talk that feels fun, lively, and fresh.

• Tap into new storytelling features on Snapchat and Instagram Stories
• Create an employee advocacy strategy to boost organic social media reach
• Leverage social listening effectively to find and engage potential customers
• Build relatable, real-time moments like an A-list celebrity for your brand
• List the types of content given preferential treatment by Facebook and Instagram

• Understand what marketing elements turn ordinary campaigns into contagious collateral
• Use psychological triggers that continually remind consumers of your brand
• Develop a playbook for turning ordinary products into social currency and emotional memories

• Describe what the basic attribution models are
• Define the difference between single-touch and multi-touch attribution
• Understand how first-touch attribution is often misleading
• Implement the first steps using Google Analytics for channel measurement
• Take next steps with marketing automation and CRM

• Understand the psychological impacts of bad email marketing
• Determine if you’re making it to the Inbox or not
• Develop a checklist to ensure your campaigns are designed appropriately for your subscribers
• Understand different data that marketers can be in the Inbox

• Understand the relationship of ad creative to audience and content​​​
• Use your new working knowledge of the various creative elements of social ads​​​
• Test for the best combination of creative​​​

• See how content can play a crucial role in omnichannel campaign strategy and adapt to many mediums
• Understand the best practices from all the major platform partners like Facebook, Twitter, Snapchat and LinkedIn
• Take away different creative techniques that draw stickiness from seemingly dull content

• Understand how search engine algorithms are changing with user behavior
• Use specific search tools and techniques which can help you successfully align with rapidly evolving search paradigms
• Capitalize on trends (mobile-first strategies, Accelerated Mobile Pages (AMP), voice search, and more) so you can stay ahead of your competition

• Use a financially valid marketing accountability model to measure marketing’s value
• Effectively communicate marketing’s value to management with hard numbers

• Utilize a modern day, step-by-step framework to becoming a Courage Brand (P.R.I.C.E.)
• Overcome the clarity epidemic we currently find ourselves in
• Begin to identify, address and overcome your largest corporate business fears
• Deliver a ‘Return On Courage’

• Execute on the 20% of transformative actions that lead to 80% of your organic search results
• Perform a quick, simple and action-oriented SEO audit to prioritize your content, backlink and technical strategies
• Design a winning SEO game plan that will not break the bank
• Implement an agile and inclusive SEO process
• Adapt to recent Google changes and position your strategy ahead of the evolving algorithm (and the competition)

• Use customer feedback to drive rapid product growth
• Model growth and focus on the levers with the biggest impact
• Ensure new customers have a fantastic first time experience
• Use data to get users to the “aha moment”

• Launch new products and have them rank on Amazon
• Optimize your Amazon storefront and product pages for ranking and conversion
• Identify your brand’s growth opportunities in the Amazon marketplace
• Leverage the value of paid efforts to amplify organic sales
• Develop an optimal customer experience to drive performance KPIs

• Understand why we have to be more keenly focused than ever on customer experience and retention
• Appreciate that we are often underserving our customer’s expectation of their experience
• Learn a framework that will help ensure your products and services are more tuned to your customer’s needs and experience
• Enjoy many of the equally amazing, applicable, and ridiculous lessons my British Mother taught me and how they apply to thinking through customer experience

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

• Properly train and effectively recruit employees for an employee advocacy program
• Building a content strategy for your employee advocates
• Measure and optimize the results of your employee advocacy program for your business

• Understand the importance of developing a Sonic strategy as we move towards an increasingly screenless world
• Know why sound is one of the most powerful platforms that can impact human memory, emotion, and behavior
• Get started developing a sonic ID
• Build new models of measurement and effectiveness in this new era

Get your networking on. The opening reception is a great opportunity to make new industry connections and reconnect with old friends too. Hoist a beverage or two while you reflect on today’s awesome content. Mingle with onsite exhibitors, speakers, and fellow attendees to talk shop about your biggest marketing challenges, while having some fun in the process.

• Clearly articulate a strategic goal and map your content to meet it
• Determine the pieces you need to produce – and when to share them
• Assign accountability for who concepts, produces and approves tactics
• Develop a process that allows you to cost-effectively produce content for mobile, social and owned channels

• Utilize a variety of tools and apps to plan, create, and distribute content that your audience will engage with
• Effectively integrate influencers in your marketing campaigns without breaking the bank
• Avoid platform pitfalls and successfully reach your audience across the right channels

• Improve campaign targeting & audience discovery
• Increase engagement with more cohesive messaging
• Break down data silos to drive campaign efficiencies
• Improve ROI by synchronizing your spending

• Understand why you should create a unique Story strategy and how to do just that
• Explore tools, formats, and Story engagement opportunities you should know
• Employ strategies to drive conversions and generate leads right from Stories
• Strategically plan your Instagram marketing editorial calendar

• Produce 18x more revenue through content nurturing

 

• Send personalized content based on specific user actions

 

• Increase profits by 30% with behavioral emails

• Build a digital identity that is unique to YOUR brand.
• Understand how current brands are using trends to “feel” authentic
• Use Digital Storytelling to do consistent cross-platform world building
• Make “boring” brands more engaging

• Understand how Rich Business Messaging will change SMS
• Increase customer engagement and personalization with RBM
• Reach mobile customers more effectively
• Prepare your brand for the future of messaging

• Build storytelling strategies for the mobile feed
• Implement principles of good mobile storytelling
• Use creative guidelines to capture attention

• Properly build a digital brand
• Shift in consumer behavior impacts your content strategy
• Create content that social media algorithms actually like.
• Understand why it’s no longer about products and services, it’s about brands.
• Shift from being transactional to experiential

• Understand key considerations in leading a digital transformation strategy
• Keep pace with customer demand in digital channels
• Affect change in a large company
• Build a roadmap to respond to the diverse needs of customers

• Understand how Digital & Television have converged
• Gain insights into how Video consumption has changed
• Execute and create a successful blueprint for a multi-platform campaign strategy
• Reach consumers using data-driven marketing

• Build a high-impact strategy that requires little to no ad spend budget
• Create a range of content types that will contribute to improving a variety of acquisition performance metrics all at once
• Start thinking about hitting multiple acquisition goals without putting in as much work
• Know which metrics to measure for content engagement, and why it’s crucial to scaling your traffic

• Lead your team to clearly identify your brand purpose
• Determine how your purpose aligns with your customers’ interests and needs
• Create experiences that highlight your brand value and drive customers to buy

• Better understand your customers’ journeys, and how they should be applied to your strategy
• Recognize how display advertising fits into your overall marketing strategy
• Utilize Google Analytics and other tools to measure the metrics that matter
• Optimize your ad spend and improve your ROI

• List reasons why you should migrate (there are plenty)
• Take advantage of opportunities to make your new website SEO friendly
• Use best practices presented to prepare for your migration
• Find out what to expect during migration day
• Know what you need to monitor in post-migration

• Use a key framework to assess the purpose of your current and future approach to content marketing
• Implement a usable approach to measuring audiences as the means of proving the worth of content marketing as a strategic approach
• Replicate examples of companies actually achieving strategic, and measurable business value through the use of content-driven customer experience

• Understand why conformity is killing your brand and how to stop it
• Break the rules or conventions of your industry to move your business forward
• Use tangible ways to apply challenger thinking to your brand and marketing strategy
• Replicate examples of brands breaking the rules and hacking the system to drive growth

• Understand key marketplace shifts to build your strategies against
• Tailor your advertising plans to maximize efficiencies
• Activate a test and measure the impact of your ads on sales

• Understand why making lots of small bets with your marketing budget will cost you big
• Realize how optimizing for CTR will make you miss out on your best audiences
• Discover why “replication” is the most underrated word in B2B marketing
• Develop repeatable B2B marketing success with simple mental model
• Realize you’re more of a brand marketer than you thought you were

Web marketing certainly isn’t going away, but four forces are combining to radically change how we’ve approached our work the last ten years vs. how we’ll have to in the decade ahead. Google’s removal of SEO opportunity, Facebook ending referral traffic, falling ad impact and rising competition spell an end to the “best practices” of the 2010s. In this presentation, Rand will look onto the horizon to see what new tactics and strategies are emerging from the ashes, and what we’ll need to know to stand out in the years ahead.

• Build a process & method for more successful data visualization designs
• Become more aware of the process of critical thinking & visual analysis
• Understand how layering in relevant contextual data helps your audience
• Create a new understanding of interpreting data and incorporating your most valuable data sets into your content strategy

• Send more actionable emails
• Easily segment for every stage of the customer lifecycle
• Simplify your processes and improve reporting
• Prove your value with better results

• Understand how video fits into the larger marketing ecosystem
• Leverage connected TV into your digital media mix
• See how Facebook, YouTube, and online video improves conversions
• Track the success of your video campaigns

• Dispel the myths surrounding creativity’s role in your everyday work
• Understand and utilize your strongest problem-solving motivations to get more from yourself and your team
• Develop a process to generate more and better ideas

• Use specific techniques to begin the brainstorming process
• Determine how to approach your own brand or product’s identity in order to properly assess the direction of your content
• Address the positive and negatives of your content in order to drive towards being funnier

• Understand why it’s even more vital to have a strong brand in the digital age
• Create a strong brand in three phases: Brand Platform, Brand Identity, Brand Expansion
• “Story craft” not “story tell” as a way to create emotional connections between your brand and customers

• Better understanding of GDPR, Panel Data’s upheaval, and email data privacy concerns
• Explore “hidden” email data including spam traps and blacklists, DMARC policy protection, proper email list validation, and email engagement analytics
• Explore email innovations such as Google’s AMP updates and Annotations, Microsoft’s Business Profile Experience, BIMI and emailing with Smart Speakers

• Leverage customer data to enhance personalization
• Marry quantitative big data with qualitative feedback from customers
• Understand the rapid evolution of influencers and best practices in 2019

• Determine who is the hero in your story
• Create the Hero’s Journey with your content
• Develop content that helps your hero tell their own story
• Reach new audiences in your Hero’s circle of friends

• Decide if being on the platform is right for you.
• Learn how to adapt previous Facebook strategies to boost your other platforms
• Get the most out of the new algorithm, and avoid the penalties and pitfalls that could sink you.

• Promote your podcast more effectively via 5 key tips
• Produce a show that leads to a loyal subscriber base
• Leverage a set of tools and apps that will help you promote and produce a professional B2B podcast

With the rise of artificial intelligence (AI) and natural language understanding (NLU), customer expectations have begun to shift towards “voice first”. What once involved a person having to fill out web forms or installing a mobile app can now be done quickly by asking their favorite AI. As these systems become more interconnected, especially in the home and automobile, we will begin to see new interactions that will allow these AI’s to talk to one another, to serve our needs. Hear what these new expectations mean for your company, and what you should be thinking about today to meet them.