Internet Summit 2016
Join Internet Summit 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, November 15

5:30pm – 7:30pm
Internet Summit Pre-Party
Presented by Act-On
Join us on Tuesday, November 15th at the official ISUM16 Pre-Party to kick off the biggest Internet Summit ever!  This is a great opportunity to meet fellow digital marketers before Wednesday’s packed Agenda. Craft beers & great music will be flowing and we hope to see you there. Space is limited and a free RSVP is required.

LOCATION: The Raleigh Times

ADDRESS: 14 E Hargett Street, Raleigh, NC 27601 | VIEW MAP

People Networking

Wednesday, November 16

Pre-Conference Workshops

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

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

Michael King - iPullRank

Comprehensive SEO and Search Strategies

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

So much is riding on the ability of customers to find you. Our Comprehensive SEO & Content Strategy sessions are sure to give you results. Find out what you need to know about maximizing your visibility for your content in Organic Search.

More details

Understand the latest algorithm updates and what actions you need to take to get more visibility out of them. We’ll provide workflows, tools, and work through your specific scenarios in this workshop. Dig deep and learn about Mobile Search, optimizing Social Media for Search and how to build and maintain a great Organic reputation. We’ll also include some advanced technical tactics and methodologies so there’s something for everyone to take away.

Key Takeaways include:

  • What are the latest updates to Google’s algorithm that you should care about
  • How to make modern JavaScript-driven websites accessible
  • What features does the algorithm take into account and how do you capitalize on them
  • How to make business cases for SEO through persona-driven keyword research
  • How Content Strategy leads to better Content Marketing
  • How to do effective Content Audits
  • How to develop Content Strategy workflows for individuals and teams
  • How to account for Mobile-friendliness in Content Strategy and SEO
Arnie Kuenn - Vertical Measures

Content Marketing Workshop: The Proven 8 Step Formula

Arnie Kuenn | CEO, 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 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 and Mean

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

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).
Viveka von Rosen - Linked Into Business

LinkedIn Lead Prospecting, Generation and Engagement (8:30am-10:30am)

Viveka von Rosen | CEO, Linked Into Business
  • Social
  • Strategy

LinkedIn is an ever-evolving social business platform with over 450 million users, 100+ million in the US, who average 106K in income. One out of every three business professionals in the world are on LinkedIn, and it’s the #1 social network for driving traffic to corporate websites.

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LinkedIn is an absolute must for you and your business!  Studies show that 87% of marketers claim to land new clients on LinkedIn, so why is it that when I ask my audience if they are making money with LinkedIn, only about 10% of the audience raise their hands?  LinkedIn is simply not as intuitive as it appears.  You need to have strategies in place in order to attract, engage with, stay top of mind and close your prospects!

This presentation will reveal steps and strategies you must take to start generating more leads, engage more effectively with your network and close more deals using LinkedIn!

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

  • Position yourself to attract prospects
  • Efficiently search and find prospects on LinkedIn
  • Utilize best practices for reaching out and connecting with prospects
  • Manage your prospects on LinkedIn
  • Stay top of mind with prospects using LinkedIn

Attendees will also receive a LinkedIn Questionnaire, Lead Gen Checklist, and Updating Scheduler.

Andrea Vahl -

Develop a Facebook Advertising Strategy to Reach Your Best Prospects (10:45am-12:45pm)

Andrea Vahl | Social Media Consultant, Strategist,
  • Social
  • Strategy

Effective Facebook Advertising is so much more than Boosted Posts and hoping for the best. As Facebook changes its algorithm, knowing how to use Facebook Ads is becoming much more critical. But you can easily burn through your advertising budget without any real results when you don’t know how to use Facebook ads properly.

More details

When you know how to choose the right Facebook ad objective, track all the way through your funnel, and split test your ads correctly, you know how to make it rain. Use Facebook Ads to find new leads, hyper-target to your warm audience with the perfect sales messages that will help their buying decision, and stay top of mind with your customers.

In this two hour workshop, we’ll dive into advanced strategies for targeting and discuss which ad types work best for your goals. You’ll learn how to use the Facebook Pixel for tracking, and the magic of retargeting your ads. You’ll walk away with a solid understanding of how to approach your next marketing campaign.

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

  • Understand the differences between ad types, bidding optimizations, and ad placement
  • Fine tune your targeting to reach the best possible audience
  • Fit the newest types of ads into your marketing strategy
  • Create Instagram ads with the Facebook Ads Manager
  • Use the Facebook pixel works for tracking and retargeting
  • Split testing your ads and diving into the reports so you save money
  • Determine where the Power Editor and Business Manager fit into your marketing

Main Conference

Main Conference Registration Opens
1:15pm – 2:40pm
Opening Keynotes
LaShawn Merritt - Three-time Olympic Gold Medalist

LaShawn Merritt | Three-time Olympic Gold Medalist, Track & Field

Olympic champion LaShawn Merritt has been setting the standard for world class track competition for more than a decade. He thrilled the world’s audience anchoring the men’s 4x400m team to Olympic gold this summer at the Rio Games, and brought home a bronze medal in the 400m. Seven years after winning Olympic gold in the 400m in Beijing, Merritt ran a personal record in the event at the 2015 World Championships with a time of 43.65. Merritt won the 400m Diamond League title in 2016, earning automatic qualification to next summer’s World Championships.

Al Madrigal - Comedian

Al Madrigal | Comedian & Actor
  • Keynote

A correspondent on The Daily Show with Jon Stewart since 2011, Al Madrigal has been named Best Stand-Up Comedian by the HBO/U.S. Comedy Arts Festival and his material dubbed “dynamic” by The New York Times. His unique, spontaneous and fast-paced lyrical storytelling style has made him a regular on television with numerous appearances on Comedy Central including his own half-hour Comedy Central Presents Special and appearances on John Oliver’s New York Stand-up Show and Pretend Time with Nick Swardson. Al has also appeared with Conan O’Brien (as one of the first 20 guests during his stint as host of The Tonight Show, and on Conan on TBS) as well as multiple appearances on Lopez Tonight, The Late Late Show with Craig Ferguson and Jimmy Kimmel Live.

Rand Fishkin - Moz

The Worst Advice Marketing Ever Gave to Content

Rand Fishkin | Wizard of Moz
  • Content
  • SEO
  • Keynote

Now that content marketing and SEO have been around the web for a few years, we’ve accumulated our fair share of bad advice, subpar practices, and seemingly-obvious-but-misleading best practices. In this presentation, Rand will clear out some these cobwebs, show why you shouldn’t listen to #6, #7, or #8 on that list of “10 tactics every content marketer should use,” and, in their place, offer better approaches to strategy, creation, optimization, amplification, and analytics for your content efforts.

2:55pm – 3:25pm
Cliff Corr - Emma

Thinking Outside the Inbox: Powering The Very Best Customer Journey

Cliff Corr | Director of Client Success, Emma
  • Email
  • Branding

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
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.

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
Mike McLaughlin - GoDaddy

Getting Back to Basics: How to Create and Maintain Your Digital Brand

Mike McLaughlin | SVP & General Manager of Domains, GoDaddy
  • Branding
  • Strategy

The internet has never been more demanding. The average person now juggles an ever-expanding number of online profiles and platforms, both personal and professional, with entrepreneurs expected to have an active and engaging presence across all of them. In this session, you’ll learn how to put your best foot forward online and the secret to curating and vetting your digital brand, from locking down the perfect domain name to crafting consistent content.

Participants will walk away with knowledge of:

  • Domains and Beyond: How to make sure your brand is properly reflected online
  • How to create consistency and avoid confusion within digital branding
  • A step-by-step guide to determining the strength of an online presence
Jeff Greer - MRM//McCann

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

Jeff Greer | Associate Director of Content Strategy, MRM//McCann
  • 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

Digital Marketing “Blues”: Help Mr. Blue Work Through the Maze of Digital Marketing Laws

Charles Marshall | Partner, Brooks Pierce
David Smyth | Partner, Brooks Pierce
Thomas Varnum | Partner, Brooks Pierce
  • Strategy

Follow our animated hero, Mr. Blue, as he makes a series of legal missteps in the digital marketing world. In a single day – and without even knowing it – Mr. Blue is sending text messages to customers without their consent, violating online contest rules, flaunting copyright and advertising rules, and ignoring data privacy laws. That adds up to a lot of liability, and Mr. Blue doesn’t want to hear it about it because he has a business to run! But we’ll help Mr. Blue learn how some very small changes to his marketing practices can avoid costly demand letters, high-profile liability, and reputational harm.

Don’t come to this session if you already know all the legal traps that digital marketers fall into every day or you enjoy falling into them.

Come to this session if you help create or execute digital marketing strategies, and would rather avoid legal problems than respond to them.

After this session we hope you’ll be able to recognize common legal pitfalls marketing online before you or your client ends up in trouble.

Brian Handly - Reveal Mobile

How to Tap Into the Hidden Secrets of Beacon Data

Brian Handly | Co-Founder & CEO, Reveal Mobile

Today’s always-on consumer checks his phone 46 times every day on average. Mobile marketing has quickly become a crucial element of digital campaigns, but it’s not for the faint of heart. Marketers and publishers alike are realizing a host of challenges to working with mobile: from cookie-less audience targeting, to competing with up-and-coming digital marketing giants like Facebook, and more.

One of the most promising new technologies for mobile targeting is beacons. Retailers, airports, restaurants, and venues are deploying these small Bluetooth radios by the millions. Most use cases for beacons revolve around sending users real-time, location-based push notifications based on proximity to a beacon. This hyper-local targeting is valuable, but only scratches the surface of a beacon’s full potential.

In this session, Reveal Mobile’s CEO Brian Handly will present a treasure trove of audience data generated by beacons. He will share common use cases for beacons, while also exploring the incredible new data possibilities that beacons facilitate.  Topics covered include a deep dive into Target and Walmart shoppers and two specific case studies in which beacons were used to build retargeting campaigns.

With an estimated 500M beacons to be deployed globally by 2020, mobile marketers need to understand the impact beacon data will have on their digital strategy and campaign success.

Attendees will walk away with a better understanding of:

  • Beacon technology, the challenges of educating on beacon use, and various functions of beacons to enhance mobile marketing campaigns.
  • How mobile is the key to hyper-local advertising and effectively engaging consumer audiences.
  • How delivering a target audience leads to tangible and measurable lifts in CTR, advertising performance and overall campaign success.
3:40pm – 4:10pm
Austin Knight - Hubspot

Design is Not Art

Austin Knight | Lead UX Designer, Hubspot
  • Design/UX

This talk is not about design or art; it’s about designers. It’s about the things that we create and the ways in which we create them. It’s about the processes that we use and how those processes define us. It’s about the qualities that set us apart (and why they matter). What are the differences between design and art? What is the most important quality that a designer can possess? And how are the two so closely related?

In this talk, we’ll examine the ways in which design and art are fundamentally different, and how through those differences, we can extract the qualities that comprise great designers and leaders. Learn about the contrasting purposes, data sources, and creative processes that design and art hold. Gain a new perspective on what it means to be a designer, and how designers that possess one particular quality are prone to better feedback, accountability, innovation, collaboration, and outcomes. Finally, hear personal accounts from designers at companies like Google and Apple, sharing their approaches to design and the qualities that they value.

You may or may not leave this talk convinced that design is not art, but no matter what, you will leave with a better understanding for what it means to be a designer.

Chris Sanders - Facebook

The Future of Mobile Video

Chris Sanders | Industry Manager, Global Marketing Solutions, Facebook
  • Mobile
  • Content
  • Video

Thanks to the rise of mobile, people are now expecting, if not demanding, that communication be more immediate, expressive, and immersive. Facebook is at the forefront of mobile video, with 100 million hours of video watched on the platform each day. How can marketers adapt to this new environment and create experiences in a way that’s natural, relevant, and people-centric? In this session, Chris will share a unique view on how people’s behavior is changing to adapt to the mobile era and what brands should do to keep pace and understand the value of their mobile video efforts. After this session you’ll be able to:

  • Better attune your marketing to shifting mobile behaviors
  • Meet the evolving expectations of mobile consumer behavior
  • Understand how to produce video/creative for mobile environments
  • Measure the efficacy of your video in a mobile-centric world
Jodi Wearn - IBM

Digital Marketing: It’s About Evolution, Not Revolution

Jodi Wearn | Sr. Product Marketing Manager, IBM Marketing Cloud
  • Strategy
  • Emerging

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.

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

Roundtable: Search and Social Trends

Matthew Capala | Founder & Managing Director, Alphametic, Author
Cara Rousseau | Manager, Digital and Social Media Strategy, Duke University
Jason Dove | Sr. Vice President of Sales & Marketing, 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.

Brendan Walsh - Mole Street

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

Brendan Walsh | Co-Founder & Principal, Mole Street
  • Content
  • Social

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
Major Highfield - Capital One

Ship. Iterate. Repeat. Agile Across the Enterprise … or the Room

Major Highfield | Director of Mobile Product – iOS, Capital One
  • Startup
  • Strategy

Agile product development isn’t just for small shops and startups.

Capital One embarked on a journey over a year ago to create the financial industry’s best and most user friendly apps. Since then Capital One’s apps have grossed multiple awards, including Fast Company’s Innovation by Design, and have become insanely popular with its customers.

They have not only embraced — but remained — agile across dozens of development teams and business lines, shipping monthly and incorporating a test-and-learn, customer-first mantra.

Join Major as he shares how companies, both big and small, can put their users and their teams on the pedestal, including:

  • Shipping Across Multiple Teams
  • Keeping Product Development and Stakeholder Alignment on Pace
  • Testing in Production and Scaling Rollouts
  • Holding Yourself to Your Values (and KPIs)
4:25pm – 4:55pm
Jason Dent - Campaign Monitor

The New Marketing Stack – How Automation is Changing the Way We’ll Market in 2017

Jason Dent | VP Marketing, Campaign Monitor
  • SEO
  • Data
  • Strategy

As we move toward a world in which everything is automated, marketers need automation technology that delivers on its promise. Each day, new tools emerge for us to test and combine, and we’re able to better curate and customize our martech stacks to meet our unique business and industry needs. In 2017 customers will expect brands to have mastered behavioral and predictive marketing and we’re sharing how today’s smallest teams can punch above their weight-class.

Hassan Ali - Onion, Inc.

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

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

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
Kelsey Carroll - HP Enterprise

Hide the Vegetables: How to Make Content More Digestible

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

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
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
Steve Guberman - Golf Channel

Your Google Tag Manager Can Do WHAT?

Steve Guberman | Director Of Search Marketing, GolfNow
  • SEO
  • Data
  • Strategy
  • Measurement & Analytics

Most search marketers are familiar with using Google Tag Manager for analytics, conversion tracking, remarketing and other tasks that provide insights into what visitors are doing on a site. But with a little imagination, GTM can be an incredibly powerful platform that can elevate your SEO efforts to the next level. Steve will show you how this largely unknown and powerful functionality can be used to help make better business decisions immediately. You will leave the session with actionable insights that can be applied to any website within minutes, including:

  • How to get a level of visitor insight that Google Analytics cannot provide
  • Site engagement time
  • See how far down your visitors are scrolling on your site,
  • Track what links visitors are clicking to leave your site
Megan Berry - RebelMouse

Building Viral Social Loops into Your Product and Launches

Megan Berry | Head of Product, Octane AI
  • Social
  • Startup

Even if your product is not social in-of-itself you can find ways to build and improve viral loops in your product or service. Your viral loop is everything that happens from when a user first joins or uses your product to when they invite others. This talk will look at different ways a viral loop can take place in your product including the:

  • Incentives behind sharing with friends and which might work for you
  • Different sharing “asks” and how to incorporate them into your product
  • Launches and how to optimize them
5:10pm – 6:00pm
Day One Afternoon Keynote
Ann Handley - Marketing Profs

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

6:00pm – 7:15pm
Opening Reception presented by IBM

After a full day of workshops, keynotes, and sessions, join us in the main conference common area for the ISUM16 opening reception — immediately following Ann Handley’s Day 1 closing keynote.  Consider this a warm up for the main Afterparty to follow on opening day of Internet Summit. Plenty of beer, wine, hors d’oeuvres to be had. Rev up those networking engines, unwind a little, chat with our speakers and sponsors, and get ready to have fun into the evening.

7:15pm – 8:30pm
The Great #ISUM16 Afterparty featuring the Original Wailers
The Original Wailers feat. Al Anderson

The Original Wailers feat. Al Anderson

What better way to keep the party going at the biggest Internet Summit yet, than with our biggest Afterparty spectacle ever! Immediately following the Opening Reception, we’ll have wall-to-wall fun and excitement — including a full music set from the Original Wailers, meet & greet and selfies with 3-time Gold Medal Olympian LaShawn Merritt, a full assortment of NC’s finest craft beers on tap, games and fun for every appetite, and much more!

Thursday, November 17

7:30am – 8:30am
Morning Coffee Networking
8:30am – 9:00am
Michael Perman - Gap

Juicing the Middle Brain: How to Build a Culture of Creativity

Michael Perman | Former Dean of Innovation, Gap
  • Strategy
  • Culture

Curious ideas are bountiful in the digital era. However, many ideas get stuck in the fuzzy front end of innovation. Why? Because not everyone understands what innovation truly is; the ability to perceive alternative realities and the courage to move toward those visions. In this presentation, Michael Perman shares insights about building a culture of creativity that leads to greater innovation. He’ll reveal tools about driving creativity and culture change at Gap, Levi’s and other brands. Michael will also share stories about what happens when leaders rebuke a creative culture.

Attendees of this session will walk away with a better understanding of:

  • How to perceive alternatives to the current realities in your business
  • How to evolve ideas from “fuzzy to fruition”
  • The role of neuroscience in deriving insights and foresights
  • Insights about understanding what people crave and what brings them comfort
  • How to help your team-mates to stay curious and engaged
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!
Robert Glazer - Acceleration Partners

Customer Acquisition Strategies for Startups

Robert Glazer | Founder & Managing Director, Acceleration Partners
  • Acquisition
  • Startup

Customer acquisition is top of mind for many startups. While they want to know how to attract new customers, many are uncertain about where to find them and how to get them to convert. Robert Glazer, Founder and Managing Director at Acceleration Partners, will share best practices on how to elevate your customer acquisition strategy so it delivers on the promise of raising brand awareness, attracting new customers and increasing the bottom line.  He’ll also share case studies on how to apply these strategies to improve results.

Attendees of this session will walk away with a better understanding of:

  • What’s driving the latest trends in customer acquisition
  • Strategies and best practices for boosting engagement and conversions
  • Pitfalls to avoid when developing and managing your campaigns
  • Real-life examples of successful customer acquisition programs
Matthew Capala - Alphametic

SEO Like It’s 2017: Google Changes that Will Make or Break Your Search Visibility

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

Each year, Google changes its search algorithm over 600 times. Each year, there are more updates than a year before.   While many of these changes are minor, Google occasionally rolls out a major algorithmic update (such as the Hummingbird) that affects search results in significant ways. Let’s get you ready to keep up with Google in 2017. In this session, Matthew Capala will break down:

  • How to stay in front of Google as it evolves at a light speed
  • Algorithm changes marketers should anticipate
  • Ways you can work with (not against!) the constantly evolving ways Google changes
9:15am – 9:45am
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
Neal Patel - Google

Extracting Emotional Signals & Understanding Happiness

Neal Patel | Head of Human/Social Dynamics, Google
  • Strategy
  • Branding

The internet is emotional. It promises a of ideas, attitudes, and opinions. But tapping into emotion requires a deep engagement with how to measure emotion, and a scientific perspective in an area where science has yet to achieve consensus: what emotions are. This session examines both the technical problems of data acquisition and analysis, and maps the scientific terrain on the study of emotion. After this session you’ll be able to:

  • Assess the state of computational approaches to emotional sensing in both hardware and software modalities.
  • Better understand the scientific complexities of measuring human emotion.
  • Develop a perspective on computational approaches to emotional sensing.
Andy Didyk - Ntara

Avoiding Digital Trainwrecks: The Most Awful Session at ISUM16

Andy Didyk | VP Account Services, Ntara
  • Strategy
  • Culture

We’ve all been there. A major project, campaign, or initiative turns into a total disaster. Precious resources are completely wasted. Major flubs can happen to anyone, for any number of reasons, across all industries. But one thing remains the same—disasters can be avoided with the right players, planning and preparation. Follow along as Andy Didyk, VP of Account Services at Ntara, publicly shames five major digital mishaps and discusses how they could have been avoided by using Ntara’s patented Blueprinting process. Session attendees will learn details and requirements for organizations of all sizes to consider before a digital engagement. They’ll also hear five tips to avoid failure on their next project. This session is best for marketing and business professionals who are embarking upon new digital initiatives for the first time and want to avoid the “Hall of Shame.”

After this session you’ll be able to:

  • Identify five things you should always do to ensure digital marketing success
  • Convince and empower your management team on how to become more agile during a digital engagement, all while identifying important components
  • Strengthen existing relationship between Marketing and IT organizations, making it more productive and enjoyable
  • Identify specific ways your organization can ready itself for a digital marketing partner engagement
Megan Tom - Universal Mind

Lessons from a Dying Tradition – Learning About CX in Uncommon Places

Megan Tom | UX Specialist, Universal Mind
  • UX/Design
  • Strategy

Do you always look to digital as the solution to help your organization reach its ideal business state? Have you ever wondered why we all look for answers in the same place? Or, have you ever stopped to ask, “is there another way to approach the problem?” Drawing striking parallels with CX and speaking to things such as qualitative data, storyboarding, identity and belonging, Megan will share her experience diving into a world where she didn’t speak the language nor understand the culture. However, Megan found that seemingly convoluted rituals, approaches or methods not initially understood – such as those that may be experienced when learning about and implementing CX – were designed with an end goal in mind: becoming closer to her family-to-be, the ultimate goal of a dying tradition.

After this session you’ll be able to:

  • Find innovative solutions in everyday places
  • Better interpret qualitative data in context
  • Create a storyboard that touches on the key points of a user’s journey
  • Predict the needs of changing generations and apply tactical solutions
  • Bring a sense of identity and belonging to the customer experience

Your product is Your Brand. Your Brand is a Product.

  • Strategy

Josh Gibbs and Dr. Jeff Smith from Bandwidth will guide you through a rapid-fire working session highlighting the overlap between product, brand, and marketing. They week show you examples of successful, and not so successful, brand and product alignments. Then, they will walk you through their work in progress at Bandwidth to show you the exact challenges and pitfalls they encounter every day, and how to overcome them. You will learn:

  • How to quickly benchmark the relationship between product and marketing
  • How to apply product design best practices to your brand
  • How to systematically translate your products into an enduring brand

Connecting with Millennials on Social Media: Ambassadors, messaging and authenticity

Cara Rousseau | Manager of Digital and Social Media Strategy, Duke University
Jackson Steger | Social Media Editor, Duke University
Philip Jones | Social Media Community Leader, UNC-Chapel Hill
Nick Cebollero | Marketing Assistant, Carolina Union, UNC-Chapel Hill
  • Design/UX
  • Content

Marketers are fascinated with the topic of engaging Millennials. But what does this audience want to hear from marketers? Digital media strategists from Duke University and the University of North Carolina – Chapel Hill will discuss their approach to communicating with prospective and current students on social media. Student ambassadors from both schools will explore how they use social media tools to amplify their school and to consume news and information. Attendees in this session will walk away with a better understanding of:

  • How to use social media tools to engage in an authentic manner with young people
  • How to use (or not use) tools like Snap and GroupMe to be in the spaces Millennials use the most
  • Structuring a successful ambassador program for a brand
10:00am – 10:30am
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
Arnie Kuenn - Vertical Measures

How to Get 77% More Traffic from Your Existing Content

Arnie Kuenn | CEO, 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
Len Shneyder - SendGrid

Driving Explosive Growth from Your Email

Len Shneyder | VP of Industry Relations, SendGrid
  • Email
  • Data

Email is the foundation of a successful engagement strategy and plays a vital role in driving growth and the bottom line. SendGrid CMO Scott Heimes discusses the impact of email on growth, shares insights on the data behind email and recommendations for building a strong email program. Takeaways from this session include:

  • How email data can reveal an emotional connection to your brand
  • Best practices for delivering a personal, user-centric experience in their email campaigns
  • Establishing email as the foundation of an omni-channel engagement strategy
Barrett Coakley - Progress

The Importance of a Personalized Experience: 7 Tips to Avoid a Cookie-Cutter Online Presence

Barrett Coakley | Senior Product Marketing Manager, Progress
  • Strategy

According to eConsultancy, 94% of businesses agree that personalization is critical to their current and future success. And yet more than 70% percent of respondents say they understand the importance of personalization, but they don’t know how to accomplish it. Join this session to learn about the importance of personalization in enabling a great customer experience and hear tips on how to actually implement a personalization strategy that works. In this session we will discuss:

  • Why personalization is important
  • How personalization works
  • The tools and tips you need to implement a personalization strategy
  • Actual examples of personalization at work.
Naike Romain - Wistia

Video Marketing Superpowers to Grow Your Business

Naike Romain | Product Marketing Specialist, Wistia
  • Content
  • Video

Video is one of the fastest growing markets in business–expanding well beyond its assumed role in marketing. Lots of companies are starting to incorporate video across their organizations. Learn how you can use the (super) power of video to enhance your sales, support, and internal training teams. We’ll show real-life examples of businesses using video across their companies, and share some video best practices for achieving team and company goals. After this session you’ll be able to:

  • Understanding of how using video builds authenticity and trust
  • Identify opportunities to use video across your business
  • Develop a toolkit of Video production tips to get started right away
Kelvin Kwong - Jawbone

Designing Behavior Change for Health

Kelvin Kwong | Head of Behavior Change, Jawbone
  • Strategy
  • Culture

The decisions that we make in a given day are driven by numerous cognitive biases designed to save us time and energy. Often, these mental shortcuts serve us well, but occasionally, they lead us astray and drive us to make poor decisions – and this is particularly true about our health.

Kelvin will discuss the psychology behind decision making and how his team applies behavioral science research to build a product that changes how we move, sleep, and eat.

Attendees of this session will walk away with a better understanding of:

  • What is Behavioral Science
  • Why it is important to get people to commit to a task
  • How reminding someone that they can say ‘no’ will make it more likely for them to say ‘yes’
  • How to apply learnings from Psychology and Behavioral Science to build a product to change behavior
Matthew Royse - Forsythe Technology

10 Tips for Launching a Successful B2B Social Selling Program

Matthew Royse | Content Marketing and Social Media Strategist, Forsythe Technology
  • Social
  • Sales

Social selling is all the buzz in the B2B world. Social selling is revolutionizing sales like digital marketing changed marketing. With more than 75 percent of B2B decision makers using social media and companies completing more of their buying cycle before they approach a supplier, social selling has become your company’s best bet.

But is it worth the effort? In this session, Forsythe Technology’s Director of Marketing Communications Matthew Royse provides you with actionable tips and thoughtful insights into how you can launch a social selling initiative at your company. After this session, you’ll be able to:

  • Identify and avoid the common pitfalls to launching a social selling initiative
  • Create a framework for tackling social selling at your organization — including getting C-suite buy-in
  • Effectively integrate your new social selling strategies into your content marketing efforts
10:30am – 11:00am
Networking Break
11:00am – 11:30am
Hally Pinaud - Marketo

Tomorrow’s Marketer: Leading Transformation in your Organization

Hally Pinaud | Sr. Product Marketing Manager, Marketo
  • 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
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
  • Social
  • Content
  • 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
Jon-Mikel Bailey - Wood Street

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

Jon-Mikel Bailey | Principal, Wood Street
  • Design/UX
  • 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.
Rodrigo Fuentes - Listenloop

Nurturing Your Audience Across Digital Channels

Rodrigo Fuentes | Co-Founder and CEO, Listenloop
  • Strategy

When you’re a fast growing company with a global audience, it can be tough to devote equal attention to every program you’re running; you’re bound to have a number of irons in the fire on any given day, and over time, your outreach can begin to suffer in key areas. That’s why automation is so important, and why the right account-based approach can make all the difference. Attend this session to learn how to:

  • Troubleshoot and tailor your automated programs.
  • Incorporate multi-channel automation into your brand awareness efforts.
  • Support and strengthen brand-building via account-based marketing.

Roundtable: Content Marketing Trends

Michael Barber | Founder, barber&hewitt
Steven Barnard | Director of Commercial Marketing, Lenovo
Amy Lavin | Director of the Digital Innovation in Marketing Program, Temple University
  • Content

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
Gary Milner - Lenovo

The Journey To Programmatic and Secrets That You Really Should Know

Gary Milner | Director Global Digital Marketing, Lenovo
  • Content

The reality is that by 2017, 70% of digital media buying globally is programmatic and digital media takes more and more of the total media pie. Dealing with this is not a brand choice anymore.

In a world of DMP, DSP, SSP, fraud and non viewable inventory, what is a brand to do amongst the complexity?

  • Why marketers need to understand why they need to own their own technology relationships
  • What key attributes need to ask when building the technology partnerships
  • What things should brand marketers ask for when they execute a campaign?
  • What may the agency not be telling you?
  • What are the new technologies that are emerging to help the programmatic marketer.
  • What are your creative options in this new media world?
Jason Hibbets - Red Hat

Building Community with Twitter Chats

Jason Hibbets | Project Manager, Red Hat
  • Social

Do you want more engaged and active followers as part of your community? Twitter chats can be a great way to drive engagement if you’re talking about the right topics with the right people. A small team at Red Hat planned and executed a 7-week campaign that involved community discussions using Twitter chats. Find out the techniques we used for building engagement, the best practices we discovered, some of our failures, and how we measured success. After this session, you’ll be able to better:

  • Understand the three phases of live Twitter chats
  • Promote and lead a Twitter chat
  • Know which tools and knowledge you need to run a successful Twitter chat
  • Increase engagement among your community though Twitter chats
11:45am – 12:15pm
Brandon Grabowski - Viacom

Reaching Millennials: Using Data to Understand a Target Audience

Brandon Grabowski | Director, Advanced Analytics, Data Strategy, Viacom
  • Data
  • Mobile

Twenty years after the term Millennial was coined, we still hear Marketers frantically ask for “insights” on how to reach them.  What Millennial Oracles often fail to mention is the context under which Generational Theory was meant to operate.  The proliferation of data has greatly improved the precision with which brands can target their consumers, but why do we target this way?  Together, we will discuss the theoretical context for generational demography and shed light on ways to reach the Millennial Generation.

After this session you will be able to:

  • Apply Generational Theory to segmentation-building and audience targeting
  • Understand the limitations of broad generational demography and how these limitations might be working against your targeting goals
  • Audit the data sources you have available to build data products that deliver more relevant insights around your specific target audience
Patrick Vlaskovits - Full Stack Marketer

The Medium is The Message: The One Growth Hack to Rule Them All

Patrick Vlaskovits | Principal, Full Stack Marketer & Bestselling Author

As if it weren’t hard enough to create innovative products, the inconvenient truth is that the more innovative a product, the harder it is to successfully market and sell. Marketing innovation is tantamount to selling broccoli pizza. Sounds great (maybe!), but nobody wants any.

If that’s the case, how do game-changing companies and entrepreneurs create massive successes?

Author of the NYT bestsellers, The Lean Entrepreneur and Hustle, Patrick Vlaskovits, shares what product teams can learn from rock bands, hardware teams and artists to ensure that your product wins against the odds.

Attendees of this session will walk away with a better understanding of:

  • Why marketers should see innovation as a impediment to be overcome rather than an advantage
  • How product managers should view distribution channels.
  • The useful and non-trite definition of growth-hacking
  • Why customers cannot articulate what bothers them about innovative new products
  • When and where to concentrate growth hacking efforts for new products
Matt McGowan - Adestra

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

Matt McGowan | President, Adestra
  • Email
  • Strategy

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 President Matt McGowan, 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.

Dixon Jones - Majestic

How to Evaluate the Web (without being Google)

Dixon Jones | Marketing Director, Majestic
  • Strategy
  • Design/UX

Digital Marketers are increasingly asked to trust statistics about sites that are provided by the very company they are buying from. How much is it really worth to target that Twitter handle? Or to target Adsense on that third party site? Why would a savvy marketer rely entirely on Twitter or Google’s opinion if more independent and global measurements are available? This talk looks at why an independent scoring of every page on the Internet is a logical next step for the digital marketing community and looks at how has approached this challenge. Tactical things you’ll learn in this session include:

  • Why your business needs to have an independent way to evaluate pages and people on the web
  • Why a global approach to evaluation pages on the web is inherently stronger than analysing page by page
  • How to use page evaluations to make better marketing and networking decisions

Roundtable: Video Storytelling Strategies

Naike Romain | Product Marketing Specialist, Wistia
Carlos Gil | Head of Global Social Media, BMC Software
Chris Sanders | Industry Manager, Global Marketing Solutions, Facebook
Jered Schneider | Executive Market Director, SnapShot Interactive
  • Video
  • Strategy
  • Content

Video is a powerful and emotive medium that provides brands with the opportunity to hit an emotional resonance with their customers. As we witness an explosion of video across the digital sphere, it’s estimated that 69% of all consumer internet traffic will be video-based by 2017. Given these stats, it’s crucial for brands to consider their video strategy carefully. There are major decisions to make in developing a visual storytelling roadmap: in-house or agency, live-streaming, and which social video platforms to prioritize. After attending this roundtable session, you’ll be able to:

  • Look critically at your current visual marketing strategy and identify ways to optimize.
  • Embrace the special features, capabilities, and audience demographics of each social video platform to foster different types of engagement and storytelling.
  • Evaluate the effectiveness of the video stories that best support your brand’s impact.
Colman Murphy - Xerox

Do you Wanna Build a Sub-brand?

Colman Murphy | VP of Digital and Customer Marketing, Xerox
  • Branding

You spend a huge amount of time, resources and effort establishing your company brand. In B2B marketing especially you want to ensure your company name is recognized and remembered. So why would you dilute that effort and build a sub-brand?  In this session you’ll gain insight into the many drivers that led two established companies to go down the sub-brand path, and leave with insights to help you:

  • Assess your current brand strength
  • Evaluate the need for a sub-brand
  • Define metrics and desired outcomes for your sub-branding efforts
  • Develop a strategy for sub-brand rollout
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
12:15pm – 12:35pm
Passing Break / Grab Lunch
12:35pm – 2:00pm
Lunch Keynotes
Al Madrigal - Comedian

Al Madrigal | Comedian & Actor
  • Keynote

A correspondent on The Daily Show with Jon Stewart since 2011, Al Madrigal has been named Up Comedian by the HBO/U.S. Comedy Arts Festival and his material dubbed “dynamic” by The New York Times. His unique, spontaneous and fast-paced lyrical storytelling style has made him a regular on television with numerous appearances on Comedy Central including his own half-hour Comedy Central Presents Special and appearances on John Oliver’s New York Stand-up Show and Pretend Time with Nick Swardson. Al has also appeared with Conan O’Brien (as one of the first 20 guests during his stint as host of The Tonight Show, and on Conan on TBS) as well as multiple appearances on Lopez Tonight, The Late Late Show with Craig Ferguson and Jimmy Kimmel Live.

Morgan Spurlock - Super Size Me

Morgan Spurlock | Academy Award-Nominated Director ofSuper Size Me & Host, CNN’s Inside Man
  • Keynote

Best known for his critically-acclaimed hit documentary Super Size Me, Morgan Spurlock is a prolific, Oscar and Emmy-nominated film and television documentarian and campus speaker. He is the former host and creator of the popular reality program on FX, 30 Days. He hosted Current TV’s 50 Documentaries to See Before You Die and produced the online series Failure Club, which followed seven people as they try to achieve their dreams. In April 2012, Spurlock’s released the documentary, Comic-Con Episode IV – A Fan’s Hope, which follows a group of attendees around the 2010 San Diego Comic-Con, chronicling the madness of one of the largest events of the year. A month later, his doc Mansome hit theaters, which features an all-star cast of commentators including Will Arnett, Jason Bateman, and Zach Galifianakis who hilariously opine on the grooming habits of the 21st century man.

2:15pm – 2:45pm
Melanie Spring - Sisarina

Rock Your Business – Stop Selling. Build a Club.

Melanie Spring | Chief Inspiration Officer, Sisarina
  • Strategy

Many of us belong to clubs (health clubs, golf clubs, car clubs) because we desire to be a part of a community. So, why aren’t businesses building clubs instead of marketing campaigns? It’s time to ask yourself these 4 questions to rock your business every day that ends in day (7 days a week!) without having to build another sales page, squeeze page or landing page just to get customers. You have the tools you need inside your company right now – let’s use them. Let’s find YOUR club so you can rock your business. Attendees will leaving this session being able to:

  • attract the clients you actually want to work with
  • recruit the employees who fit your brand
  • create GREAT content that makes people want to talk about you
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.
Jordan Koene - Searchmetrics

Surviving the Search Plateau: 3 Tactics to Bring Your Website’s SEO Visibility to New Heights

Jordan Koene | Chief Evangelist, Searchmetrics
  • SEO

After countless hours of fine tuning, you’ve worked from scratch to set the scene for great SEO performance – every technical challenge tackled, and every slice of content in check. But after initial optimization, you see a slow in your once-skyrocketing SEO visibility as the obvious options for optimization begin to run low. Now what?

In this session, we’ll discuss the optimization techniques you need to prioritize in order to overcome the “SEO plateau” and get your site progressing steadily once again, including how to:

  • Strategically re-position your content library
  • Boost your traffic by identifying and reaching expanded, but equally relevant audiences
  • Zone in on the practices and projects that have been most fruitful so far, and find ways to duplicate their successes

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
Geoff Ables - C5 Insight

Creating a Customer-Centric Digital Workplace

Geoff Ables | Managing Partner, C5 Insight
  • Strategy
  • Culture

Customer-centric is far from being a new concept, but the techniques and digital workplace tools that can make it a reality have advanced significantly in recent years. In this session, author Geoff Ables will share case studies of what a customer-centric organization looks like, how your data, processes, people, and culture have to align, and organizational disciplines that result in the best customer experiences.  It is targeted towards individuals who want to go beyond technology solutions, and want to drive change – even transformation – in their businesses.  Leaders in operations, sales, marketing, technology, HR, and service will find this to be an engaging session.

Session takeaways:

  • The 5 principles for equipping organizations to engage
  • Differences between standard business processes and relationship business processes
  • How leadership helps, and hinders, successful relationship projects
  • Why companies are failing at failure, and how to learn more from failures
  • A free copy of “The LUCK Principle” book
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
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. In this session, we’ll explore 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. After this talk you’ll be able to:

  • Better understand how to corporate augmented reality into consumer activations
  • Use your existing content in new immersive environments
  • Understand the design and consumer interfaces can make or break your marketing campaign
Cristal Brawley - Wells Fargo

Keep Them Alive: Personas and Their Need for Nourishment

Cristal Brawley | Senior Content Strategist, Wells Fargo
  • Content
  • UX/Design

Personas – if based on extensive research and real customer needs and attitudes – provide a fundamental understanding of customers that is essential for an effective content strategy.

For content strategists, personas can be especially useful when we need to focus and decide on content direction. Personas can also help your stakeholdersunderstand why writing for “everybody” can end up appealing to nobody.

In this talk, you’ll learn how to use personas, how to gain consensus for using them, and how to influence stakeholders to develop content for one. Cristal will also share some fun, creative ways to keep personas alive during a project.

After this session, you will walk away with:

  • A general overview of what personas are – and what they’re not – as well as how they can help in design work.
  • Tips on securing persona buy-in from your stakeholders, even when your business partners want you to design for a ridiculously large audience.
  • Creative ways you can share personas and help ensure they remain useful, compelling, and memorable, and how you can actively engage personas as members of your design team.
3:00pm – 3:30pm
Susan Wenograd - FiveMill

Facebook Ads: Right Users, Right Timing

Susan Wenograd | Partner and SEM Manager, FiveMill
  • Social
  • Strategy

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
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
Bonnie Malone - Return Path

Visionary Ideas to Future-Proof Your Email Program

Bonnie Malone | Senior Director, Consulting & Knowledge, Return Path
  • Email

The year 2020 will be here before we know it. Marketers have transitioned from a single source of data to multiple data sources, from static historical data to real time dynamic data to predictive intelligence. In this session we will predict what email marketing will look like in 2020 by digging deep into the trends and statistics that are starting to take place today, so you can be prepared for tomorrow.

After this session, you will…

  • Understand the 3 major trends impacting email
  • Be prepared to manage the evolving email landscape over the next 5 years
  • Walk away with 10 actionable steps to start futureproofing your program

Roundtable: Navigating the Twists and Turns of Mobile Marketing

Megan Berry | VP Product, RebelMouse
Laura Wilson | Director of Digital Engagement & Social Media, Georgetown University
Hassan Ali | Creative Marketing Director, Onion, Inc.
Brendan Walsh | Co-Founder & Principal, Mole Street
  • Mobile
  • Content

Marketing on mobile is not an option anymore. With over 7B mobile devices worldwide, it has become more important than ever for marketers to develop integrated strategies that take advantage of all that a mobile platform offer. In addition to advantages, marketers also need to learn how to adjust to avoid the pitfalls of messaging on a small device. In this session you will learn key takeaways from experts that will help you develop your mobile strategy. Topics we’ll discuss include:

  • Advantages/disadvantages to mobile campaigns
  • How mobile is evolving email marketing
  • Tips for designing for mobile
  • Why content marketing thrives on mobile
  • What is next for mobile?
Bonnie Malone - Return Path

Stats, Sensors, and Small Screens: Designing Great Experiences for Wearable Devices

Eric Boam | Senior UX Designer, Under Armour
  • Emerging
  • Mobile

Products are no longer classified as either physical or digital. Apps have made their way into devices of all shapes and sizes, while other products are no longer bound by their physical form. Now, when making products, we have to think about the end-to-end experience; what products and services it connects to and will be used in conjunction with. It’s a fully connected experience. When it comes to wearable devices, the challenges increase. The form factors change. Screens shrink and sensors get packed in. Feedback to the user is just a bunch of numbers. Simply wearing the device becomes the means of accessing its features.

Attendees of this session will walk away with a better understanding of:

  • What it takes to create a great end to end experience with connected products
  • Why you need to be aware of every touch point with the customer and make sure they all tell the same story.
  • What it takes to connect emotionally with users by telling stories with data
  • How to embrace design constraints use them to your advantage
Yuri Sagalov - Amium

Chat is the New Open Office: And This Time, It’s a Good Thing

Yuri Sagalov | Co-founder and CEO, Amium
  • UX/Design

Open offices were supposed to increase employee productivity, but studies have shown that in many cases, they actually reduce it. Many of today’s communication and collaboration tools have some of the same problems – too much distraction and too much noise. Luckily, there’s a cure. Come learn how to ensure that your collaboration tools increase transparency, communication, and productivity, and avoid the pitfalls of the open office.

3:45pm – 4:15pm
JP Kuehlwein - Procter & Gamble

Mission, Myth and Truth – Making your brand priceless

JP Kuehlwein | Managing Director Global Strategy and Innovation – Premium Brands, Procter & Gamble
  • Branding
  • Strategy

Most consumers today keenly differentiate between products and experiences they want to invest themselves into and necessities they want to buy as efficiently and cheaply as possible.  Gone are the days where shopping per-se and accumulating ‘stuff’ provided satisfaction and status.

Where does your brand stand on the continuum between ‘material’ and ‘meaningful’?  Is it where you want it to be?  Or might you be stuck in the middle?

If your desired place is at the top of your category – in esteem, growth and price, then join us to look at and discuss what drives the sustained success of some of the best brands in this class – ‘Ueber-Brands,’ brands that go beyond.

We will talk about:

  • How mission gives meaning and generates a strong buy-in.
  • Why myths are the superior story and create magic.
  • About the power of balancing the longing and belonging.
  • How to un-sell to seduce.
  • About the need for ‘truth’ and ‘living the dream’ as the answer.
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
  • Strategy
  • Startup
  • Content

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
Mackenzie Fogelson - Genuinely

Evolve to Survive: How Purpose and Authenticity is the Future of Brands

Mackenzie Fogelson | Founder & CEO, Genuinely
  • Branding
  • Strategy

The relentless changing landscape of our world means companies need to evolve more quickly than ever. Not only must they be able to weather technological advances, but in this face-paced, digital climate, consumers have the upper hand with more information and more choice and they expect more from the companies they support.

In the years to come, in order to earn and keep your customers and build a community of advocates who will tell their friends, it’s not just about how your company is packaged, it’s about who your company is.

Mack will show you how to apply purpose and authenticity in order to evolve your company’s marketing strategy. Learn how to:

  • Effectively position around your purpose
  • Shape your content marketing strategy to attract the right audience
  • Leverage authenticity to build a durable, human brand
Antonio Casanova - Starcom

UX + SEO = Experience Optimization (XO)

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

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 away with an understanding of common UX and SEO challenges, as well as the methodologies needed to successfully overcome these challenges and turn them into opportunities.

Tiffany Starnes - FSC Interactive

A Proven Cure for Shiny Object Syndrome: Measurable Goals

Tiffany Starnes | VP of Innovation, FSC Interactive
  • Strategy
  • Content
  • Social
  • Data

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
4:30pm – 5:15pm
Closing Keynote
David Shing - AOL

David Shing | Digital Prophet, AOL
  • Keynote

David Shing is AOL’s Digital Prophet. He spends most of his time watching the future take shape across the vast online landscape. The rest he spends talking to people about where things are headed, and how we can get the most out of it. Shing has spent most of his adult life in the digital world, working for creative companies both large and small. He served as AOL’s European Head of Media and Marketing before taking on his current mantle. Engaging, witty and refreshingly candid, Shing provides both historical perspective and current context as he lays out his vision of the brave, new world of marketing to come – one he believes will belong to those willing to embrace change and take risks now, and that he dearly hopes will suck a great deal less than it does at the moment. The opportunities are incredible. The rewards are real. And Shing’s here to show you the way. That, afterall, is what prophets do.

5:15pm – 6:15pm
Closing Reception presented by Emma

Whew! What a jam-packed two days it’s been at Internet Summit 2016. Now that we’ve filled your brain and notebooks with 7 stages of content, it’s time to pat yourself on the back and unwind a little. Join us right after David Shing’s closing keynote for our Closing Reception. Hoist a beverage or two and swap those contact details with each other before you go!

6:30pm until…
#ISUM16 Post-event Hangout

Want to keep the party and networking going? We’re recommending attendees head to Whiskey Kitchen – one of our new favorite spots to hit within short walking distance for a drink or a bite with your peers. 201 W Martin St, Raleigh, NC 27601

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