Header Image

Agenda

Shout Out
Session Filters

Pre-event Monday, April 09

10:00 am - 4:00 pm

Maximize Your Social Media Presence and Effectiveness with the Latest Techniques

Masterclass
  • Laura Wilson, Georgetown University
  • Laura Wilson
  • Setting Social Strategy: Learn to identify goals, avoid shiny object syndrome and focus on driving meaningful impact for your organization
  • Latest Trends: Refresh on the latest trends and updates for Facebook, Twitter, Instagram, Snapchat, YouTube and more to keep your tactical approach up to date
  • Building Community: Offer value to your audience in a way that feels authentic, personable and still on-brand
  • Visual Content Creation: Learn techniques for creating compelling visual content regardless of your industry (yes, even B2B companies!)
  • Leveraging UGC and Brand Ambassadors: We’ll cover case studies for effective use of user generated content and brand ambassadors to drive engagement and save social media managers time
  • Employee Engagement: Collaborate better with internal stakeholders and empower employees as brand advocates to improve your brand’s reach and interaction online
  • Broadcasting Your Brand: Get more out of your video content on YouTube and Facebook to convert followers into sales (including live video!)
  • Micro-storytelling and Influencers: Use Instagram Stories and Snapchat to reach younger consumers and evaluate if leveraging influencers can help your brand achieve its goals
  • Measuring Impact: Learn how to measure what matters across social channels
  • Scaling Your Efforts: Identify the right tools for your team (or yourself!) to get organized, streamline your social media management processes, and boost results
  • What’s Next: Identify future trends to help your brand or organization get and stay ahead of the curve
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Conversion Optimization for Every Business

Masterclass
  • Brian Massey, Conversion Sciences
  • Brian Massey
  • How high conversion rates will change everything for your business.
  • The math of acquisition.
  • Calculate the value of a contact, prospect and customer.
  • How to measure your potential upside from higher conversion rate.
  • The rules of behavioral science — that you already know.
  • The tools you should always have at your fingertips.
  • The sources of data you can tap for amazing insights.
  • The “launch and know” campaign development process.
  • Keeping designers and copywriters honest.
  • How to outgrow your competition.
  • Dealing with executive interference.
  • Justifying larger budgets with data.
  • Getting support for creative ideas.
  • Transcend your IT department.
  • How to decide what to change, what to leave the same, and what to test.
  • Writing great survey questions.
  • How to run a focus group from your desk.
  • What to expect from a data-driven agency.
  • Managing a website redesign.
  • Build high-converting landing pages.
  • How to develop ads that deliver.
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Day 1 Tuesday, April 10

8:30 am - 12:30 pm

How to Create, Optimize and Amplify Content That Converts

AM Workshop
  • Shana Sullivan, Vertical Measures
  • Shana Sullivan
  • Understand why it’s vital to create content that resonates with your audience at different parts of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beats the competition in search and beyond
  • Know where, when and how to amplify your content in a way that encourages engagement and progression through the customer journey
  • Combine and leverage traditional and digital marketing to increase your audience reach and engagement
  • Use content marketing as a business asset and create revenue with your audience
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes

SEO of Today: What Really Moves the Needle

AM Workshop
  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein
  • Stay ahead of Google updates and prepare for SEO of today and tomorrow
  • List common technical problems that plague sites and how to fix them
  • Use persona data to attract targeted traffic
  • Take keyword research to a deeper level, including uncovering search intent
  • Build a search-engine friendly website structure
  • Get the most out of mobile and voice queries
  • Develop a content strategy based upon topical density that drives traffic
  • Identify high quality backlink opportunities
  • Put it all together— Create a customized, step-by-step SEO plan to get results
  • Use checklists, benchmarks and workflows to get your SEO work done
  • Report results and initiatives to key decision makers within the organization
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • SEO & Search
  • Strategy

45 Tactics to Take Your Email from Zero to Hero

AM Workshop
  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why email still matters to you and the people you’re trying to reach
  • Ensure your campaigns are making it to the Inbox
  • Learn how Internet Service Providers (ISPs) might be treating your campaigns
  • Know the similarities and differences for how B2B and B2C audiences consume email, convert from it, and how different design choices impact those conversions
  • Perform regular email audits which are crucial to email success
  • Make sure you’re tracking the metrics you should be and discover those you may not be or may not know about
  • Have some insight into what the future of email might look like
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Email Marketing
  • Strategy

Main Conference

1:15 pm - 2:15 pm

Zero-Dollar Marketing: Driving Global Impact Through Growth Hacking.

Keynote
  • Andrew Malcolm, Evernote
  • Andrew Malcolm

2:30 pm - 3:00 pm

Battle of Micro-Storytelling: Winning With the ‘Stories’ Format

  • Laura Wilson, Georgetown University
  • Laura Wilson
  • Integrate Snapchat and Instagram Stories into your social strategy to drive business with younger consumers
  • Determine how your brand can scale its micro-storytelling content efforts even with a small team
  • Create compelling micro-storytelling content regardless of industry
  • Apply the latest best practices in on-demand Snapchat geofilters—from graphics and pricing to strategic targetinge
  • B2B
  • B2C
  • Content Marketing
  • Social
  • Strategy

What’s Technically Wrong With Your Website?

  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein
  • Diagnose common problems that can hurt your search rankings
  • Prioritize technical fixes based on the level of impact on the website
  • Communicate technical implementations to both the marketing and IT teams
  • Identify areas of quick wins
  • SEO & Search

How CRM Predictive Models Improve Customer Experience

  • Mario Vinasco, Uber
  • Mario Vinasco
  • Determine how to think about and interpret predictive models
  • Understand what metrics should be used to evaluate these models
  • Choose what variables are best to fed into the model
  • Use the output along with your CRM to improve the customer experience
  • Content Marketing
  • Social Media
  • UX

3:15 pm - 3:45 pm

Speed to Insight: The Key to Marketing Analytics

  • Matt Hertig, Alight Analytics
  • Matt Hertig
  • Develop a plan for generating marketing insights faster, with less grunt work
  • Accurately assess your organization’s analytics capacity and your opportunities for growth
  • Understand what kind of analytics technology is right for your team
  • Drive business growth through sophisticated analysis and modeling solutions
  • Analytics
  • Measurement
  • Strategy

How to Create Videos and Version Them for Unique Audiences, Without Blowing Your Budget

  • Ginger Shimp, SAP
  • Ginger Shimp
  • Version your video content to appeal to disparate groups such as, lines of business, industries, and net new vs. customers
  • Create video content that can be adapted to co-marketing with various groups such as, partners, ABM customers, and“Must Win” account pursuits
  • Distill video into both gated and ungated content
  • B2C
  • Content Marketing
  • Strategy
  • Video Marketing

Last Night a DJ Rocked Your Brand: Lessons from the Booth for your Brand

  • Curtis Midkiff, Southwest Airlines
  • Curtis Midkiff
  • Understand and act on the power of social listening
  • Adapt your content program to meet changing needs of the audience
  • Experience a “Day in the Life” of the “Brand DJs” on the Southwest Social Media team and see how it applies to your organization
  • Reimagine your approach to content development to take an audience-first approach
  • Better understand the role that UGC and personalized content play in a “content playlist”
  • Content Marketing
  • Social Media

4:00 pm - 4:30 pm

The Future of B2B Marketing: Think Like Disney and 6 Other Trends

  • Jon Lombardo, LinkedIn
  • Jon Lombardo
  • Create impactful new marketing strategies that integrates all elements of your customer engagement and customer interactions spectrum
  • Identify new measurements to utilize to determine return-on-investment for new engagement platforms
  • Adeptly determine when to make changes to your strategies to account for new, emerging technologies
  • B2B
  • B2C
  • Measurement
  • Strategy

Marketing Analytics Demystified

  • Melissa Barker, Act-On Software
  • Melissa Barker
  • Select KPIs for your marketing team that will impact your business
  • Measure every area of marketing: public relations, demand generation, customer marketing, and more
  • Understand what to measure first and how to start measuring your marketing efforts today
  • Analytics
  • Measurement

Keeping it Authentic in an Artificial & Augmented Marketing Landscape

  • Matthew Clyde, Ideas Collide
  • Matthew Clyde
  • Learn simple new design and content tweaks to maximize engagement in your email campaigns
  • Use the latest tips for automating your messages so they get noticed by the right people at the right time
  • Understand the key results to analyze so that you can iterate and improve your results as you go
  • B2B
  • B2C
  • Content Marketing

4:45 pm - 5:15 pm

The Art of the Laugh (Taking Your Brand’s Humor Content to the Next Level)

  • Michael Albanese, Comedian, Writer & Producer
  • Michael Albanese
  • Use specific techniques to begin the brainstorming process
  • Determine how to approach your own brand or products 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
  • B2C
  • Content Marketing
  • Social Media
  • Strategy

Everyday Behavioral Science For Better Conversion Optimization

  • Brian Massey, Conversion Sciences
  • Brian Massey
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and precision
  • Use and understand the data from your results more efficiently for future tests
  • B2B
  • B2C
  • Measurement
  • Strategy

The Myths & Realities of Cross-Channel Attribution

  • Brian Finnerty, Marin Software
  • Brian Finnerty
  • Map all of the steps in the customer journey, across channels
  • Recognize the pros and cons of the most common attribution models
  • Measure and understand the real value of views, clicks, and conversions
  • Use the best multi-touch attribution method to unlock new revenue
  • B2B
  • B2C
  • Measurement
  • Strategy

5:15 pm - 6:15 pm

Opening Reception

Day 2 Wednesday, April 11

8:30 am - 9:00 am

The 7 and 3/4 Things You Don’t Ever Want to Do in Email… Never… No really… Not at all!

  • Ryan Phelan, Adestra
  • Ryan Phelan
  • Avoid the most common pitfalls including terrible design and acquisition errors
  • Employ advanced segmentation models to move out of batch-and-blast mode
  • Use transactional emails the right away
  • Adapt your data to enhance targeting
  • Make the most of automated features such as triggers
  • Branding
  • Strategy

Storytelling in the Age of Chatbots and AI

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Understand why WhatsApp and Facebook Messenger are critical to building brand loyalty
  • List key business benefits of using messaging chatbots
  • Build a chatbot in 2-minutes or less
  • Implement advanced strategies for creating content on Instagram, Snapchat and Live Video
  • Content Marketing
  • Social Media

9:15 am - 9:45 am

Superfans and Superbrands: Building Audience Through Focused Storytelling

  • Jessica Coen, Mashable
  • Natasha Mulla, MoviePass
  • Jessica Coen
  • Natasha Mulla
  • Maintain a consistent brand in an inconsistent media landscape
  • Understand the value of long-term payoff versus immediate returns in marketing
  • Create and sustain content that’s on-brand, even if it’s off-platform
  • Debate traffic versus audience, and learn why brands need the latter now more than ever

Combine Paid & SEO Strategies to Increase Your Bottom Line

  • Shana Sullivan, Vertical Measures
  • Shana Sullivan
  • Effectively optimize your site to combat Google’s ever-changing algorithm and land on top of the search results.
  • Understand how the popular opinion on paid media view has changed and how to beat your competitors for the bid
  • Get your SEO and Paid teams working together towards the same goal
  • Build and grow your own audience and leverage it for real revenue growth
  • B2B
  • B2C
  • SEO & Search

The Strategic Omni-Channel Digital Marketing Playbook

  • Kenzie Dahnert, Adtaxi
  • Kenzie Dahnert
  • Strategically organize media budgets by platform (Search, Social & RTB) and geography based on potential impact
  • Implement campaign set-up best practices by platform (Search, Social, & RTB)
  • Test two different data-driven omni-channel optimization strategies across any/all platforms
  • B2B
  • B2C
  • Measurement
  • SEO & Search
  • Social Media

10:00 am - 10:30 am

Making Lemonade: Traits Beyoncé Can Teach the Modern Marketer to Run the World

  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why the Bee is such an important framework for your marketing decisions
  • Take the Beyoncé approach to your marketing efforts
  • Approach how you keep you and your organization aligned to your customer’s needs, and
  • Enjoy some of Sasha Fierce’s favorite jams along the way
  • B2B
  • Customer Experience

Content Marketing Boom or Bust? Surprising Truths and Myths behind Best Practices

  • Lorraine Goldberg, Allrecipes.com
  • Lorraine Goldberg
  • Choose between being data informed vs. data driven
  • Create a holistic approach to developing and delivering highly engaging content that makes a connection with your audience at multiple touch points
  • Have a deeper understand your audience’s passions and links to brand loyalty
  • Discover new, unsuspected ways to measure success and ROI
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • Social Media

How Emerging Technology and the New Digital Customer are Inviting Disruption

  • Jason Petralia, RightPoint
  • Jason Petralia
  • Understand why NOW is the tipping point of the customer engagement revolution
  • Utilize 5 technologies to redefine the customer experience
  • Identify key behaviors you need to adopt to develop a mindset of disruption
  • B2B
  • B2C
  • Strategy

11:00 am - 11:30 am

Storybuilding: Crafting Brand Stories Worth Sharing

  • Stefan Mumaw, First Person
  • Stefan Mumaw
  • Understand the structure that all good stories must have to resonate
  • Apply that structure to brand development and marketing
  • Take away tips on how to build stronger, human-centric stories
  • Build stories worth sharing
  • B2C
  • Strategy

Accelerating Return: Making Paid Ads Your Most Viable Channel Through AI

  • Jeremy Hudgens, Genius Monkey
  • Jeremy Hudgens
  • Move beyond reach, frequency & CPM
  • Use Artificial Intelligence (AI) to be a smarter marketer
  • Speak to the right now generation, understand your audience, & impact the bottom line with AI
  • Create heavy competition among publishers & networks to stretch your ad dollars in real-time
  • B2C
  • Content Marketing
  • Measurement
  • Social

Crafting Agency-Level Marketing Efforts on a Budget

  • Bethany Wolfe, KROST
  • Bethany Wolfe
  • Optimize the value of your current marketing strategy and brand building activities
  • Structure your team to create and design polished marketing videos and other media in-house
  • Develop a playbook that provides shortcuts for streamlining marketing materials that follow brand – guidelines and improve overall team effectiveness
  • Implement time-saving software and tools that won’t break the bank
  • Strategy

11:45 am - 12:15 pm

Stop Creating Content and Develop a Point of View

  • Kirstin Benson, Getty Images
  • Kirstin Benson
  • Better understand how your digital content can work harder for you
  • Develop your brand’s digital story with an emphasis on social media and branded content
  • Find a point of view for your brand
  • B2B
  • B2C
  • Content Marketing

The Power of Video: Integrate Video Creative into Your Social Media Strategy

  • Nik Scott, University of Denver
  • Nik Scott
  • Identify the opportunities in your brand and marketing strategy where video will have the greatest impact
  • Create a concrete, actionable plan for integrating video into your social media strategy for the whole team to get excited about
  • Understand the breadth of social media video platforms available to you and choose the right tools for you
  • Social
  • Video Marketing

Developing Innovative Solutions for a Better Customer Experience

  • Scott Emmons, Neiman Marcus
  • Scott Emmons
  • Understand the key ingredients and see examples of successful innovation projects
  • Evaluate your consumer-facing technology stack
  • Develop practices to constantly discover and infuse innovation nto your business strategy
  • Measure the ROI of current and prospective tech investments driving innovation in your business
  • B2C
  • Customer Experience
  • Strategy

12:30 pm - 1:30 pm

Consumer Behavior and the Future of Content Creation

Keynote
  • Bonnie Fuller, Hollywood Life
  • Alison Wyatt, Girlboss
  • Jessica Coen, Mashable
  • Mitch Lowe, Netflix
  • Bonnie Fuller
  • Alison Wyatt
  • Jessica Coen
  • Mitch Lowe

1:45 pm - 2:15 pm

The Movement Economy: How to Leverage Crowd to Create a Win/Win Campaign

  • Ash Kumra, Youngry
  • Ash Kumra
  • Use real-life strategies used to create movements
  • Become a change for millions around the world
  • Create and leverage a crowd to maximize results and a win/win for everybody
  • Strategy

How AI Will Give You Marketing Super Powers, Not Eliminate Your Job

  • Loren McDonald, IBM Watson Marketing
  • Loren McDonald
  • Detect moments of customer “struggle”
  • Identify and reduce marketing churn
  • Uncover data and insights on campaigns via voice interaction
  • Deliver the best content to individual customers
  • Put experiences into context – weather and location
  • B2B
  • B2C
  • Strategy

Move on From Traditional Influencer Marketing

  • Rob Perry, XOMAD
  • Rob Perry
  • Identify the most creative and trend-setting (not just trendy!) influencers, and allow them to emerge as the new Mad Men
  • Incorporate influencers into everything from product ideation and testing to trendspotting and campaign development
  • Deploy large armies of influencers, combined with real-world events, to produce deep engagement from their follower/your consumer that goes beyond likes and comments
  • Achieve higher ROI’s not just in influencer campaigns, but also in digital ad buys and other spends by integrating influencers
  • Content Marketing
  • Social Media
  • Strategy

2:30 pm - 3:00 pm

Content Creation – Art or Science?

  • Finola Austin, Refinery29
  • Finola Austin
  • Make your research practices more nimble and suited to a fast-paced, digital-first world
  • Approach data with empathy and a creative lens
  • Implement research and measurement best practices at each stage of the content journey
  • Move to a more insights-driven model without limiting your creative possibilities
  • B2B
  • B2C
  • Content Marketing
  • Strategy

Evolving to a Holistic Approach to Grow Engagement and Conversions

  • Samantha Iodice, Consultant
  • Samantha Iodice
  • Execute an effective customer experience discovery
  • Employ data to identify cross-channel opportunities
  • Expand your digital blueprint to evolve towards 1:1 customer journeys
  • Apply advanced learnings to grow engagement and ROI
  • B2B
  • B2C
  • Measurement
  • Strategy

Blood, Sweat, and Tech: What it takes to win in the Experience Economy

  • Matt Johnston, Mautic
  • Matt Johnston
  • Orchestrate the customer journey across all your digital properties and channels
  • Build a shared set of values and priorities between Marketing, Sales, Support, and Product
  • Assemble a Marketing stack that works for your team, not against it
  • Strategy

3:15 pm - 3:45 pm

Original Programming is the New Content Marketing

  • Joshua Machiz, Nasdaq
  • Joshua Machiz
  • Understand how an original show is born and can be made by your brand
  • Create brand integrations within original programming that feel authentic
  • Retarget a captive audience with experiences they actually want
  • Content Marketing
  • Strategy

Rebranding: Making a 145-Year-Old Institution Not Only Relevant but Irresistible

  • Cynthia Round, Metropolitan Museum of Art
  • Cynthia Round
  • Excavate the essential, intangible truth of your brand
  • Understand how to “read between the lines” of your audience research
  • Better align your organization to deliver a 360-degree brand experience
  • B2B
  • B2C
  • Strategy

Beats, Rhymes, and Marketing

  • Chris Sumner, Live Nation
  • Chris Sumner
  • Think strategically about a music marketing program
  • Structure an artist deal to deliver against your goals
  • Understand how to avoid your music licensing costs spiraling out of control.
  • Strategy

4:00 pm - 4:30 pm

Make Your Messages Count: Using Consumer Insights for Compelling Content

  • Brad Perry, Authentic
  • Brad Perry
  • Identify the common business process pitfalls that lead to boring content and how to avoid them
  • Understand the importance of tying business needs and brand truths to consumer passion points and platform expectations
  • Describe how deep consumer insight methodologies such as digital ethnography and in-context interviewing lead to rock-solid content strategy
  • Describe how strategic planning techniques such as narrative mapping and agile creative briefs lead to compelling content
  • Create their own process for developing effective, consumer-centered digital and social content
  • B2B
  • B2C
  • Content Marketing

Death to Boring B2B Marketing, Part 2: Jobs to be Done

  • Cliff Seal, Salesforce Pardot
  • Cliff Seal
  • Understand jobs-to-be-done theory and how it can (and should) be applied to marketing
  • Uncover what your customers “hire” your product or service to do
  • Implement your discoveries at any scale that works for you
  • B2B
  • B2C
  • Strategy

Beyond the Shopping Cart: How Walmart Uses its Brand Values to Reconnect

  • Emily Schmid, Walmart
  • Mike Wallen, Omelet
  • Emily Schmid
  • Mike Wallen
  • Understand why creating content consistent with brand values resonates with consumers
  • Engage in a modern brand/agency relationship using agile, and non-traditional collaboration for more creative brand experiences
  • Replicate examples such as the Outside the Box podcast, a cross of brand journalism and branded entertainment
  • B2C
  • Branding
  • Content Marketing
  • Strategy

4:30 pm - 5:30 pm

Closing Reception

Join us at Digital Summit Los Angeles 2018