Agenda

Session Filters

Pre-event Tuesday, November 12

10:00 am - 4:00 pm

Advanced Digital Analytics Strategies and Tactics

Masterclass
  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema

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

  • Create new Google Analytics (GA) Accounts, Properties and Views and/or audit an existing account.
  • Configure conversion goals, filters, account integrations, advanced segments and cross-domain tracking within GA.
  • Prepare an accurate, reliable and repeatable process for campaign tracking code creation and stewardship.
  • Demonstrate a working knowledge of Google Tag Manager.
  • Develop meaningful and actionable reports for a variety of audiences from senior leadership to content marketers and media tacticians.
  • Use Google Data Studio to automate your reporting process.
  • Compare and contrast different attribution models.
  • Utilize analytics documentation and other tools to improve measurement efficiency and advance your analytics program.
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Influencer Masterclass: Cultivating a Powerful Network for Link Building, Social Media Evangelism, and PR​

Masterclass
  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross

We’ll cover topics including:

  • Influencer Audit: Learn how to quickly and quantifiably evaluate existing backlinks, web and press mentions, social mentions, and referral traffic for business value and growth opportunity.​
  • Identify and Qualify: Learn to identify potential influencers for link building, social media, and news media and how to sort, qualify, and prioritize each for outreach.​
  • Influencer Resources: Learn how and when to either pivot existing content and resources or create brand new resources for influencers across various disciplines. This section will include evaluating when to get involved in paid influencer engagements.​
  • Outreach: Learn how to work with Email, Social and Paid Placements to develop and cultivate long term influencer/press relationships.​
  • Tools: Learn more about the tools featured during this workshop and how to use them to get organized, streamline your influencer management processes, and boost results​
  • Case Studies: See how best practices work in real marketing situations and gain insight on how to integrate with your business needs.​

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

  • Assess your current influencer programs and resulting traffic
  • Determine current business value and growth from your influencer programs and set future goals
  • Identify additional opportunities to build relationships with new sites and influencers in your industries
  • Evaluate what content and resources you have or need to develop in order to support your programs
  • Grow your long term press/influencer relationships
  • Know when to get involved with paid influencer engagements​
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Building Blocks for Content That Rocks

Masterclass
  • Tamsen Webster, The Red Thread
  • Tamsen Webster

We’ll cover topics including:

  • SITUATION – How to define your primary audience and its mindset: what they want, value, and struggle with
  • SUBSTANCE – How to define the big idea of the content; how to identify your content’s Red Thread® (the differentiating core message); how to determine the five key elements that serve as the minimum viable case for your idea
  • STRUCTURE – How to build a draft storyline for your content; how to anticipate and overcome objections; how to use structure to keep your audience interested and engaged
  • SUPPORT – How to make your content come alive; where and how should you use data, concepts, stories, and exercises
  • “STRETCHING” – How to adapt your core message for additional audiences and for various stages of the consumer journey; how to create a “message matrix” to brainstorm consistent, but compelling, content ideas
  • STYLE – How can you make this process, and your content, truly fit you? How can you make the most of your own individual style to engage and empower the audience?

After this workshop, you’ll be able to:

  • Clearly define the goals and objectives for every piece of content you create and implement a process to achieve them
  • Identify the five key concepts that create a Red Thread® (your content’s core message) and how to use them to title, structure, summarize, and write your content
  • Develop outlines for content anywhere from 100 to 10,000+ words
  • Explore and adopt the four Message Mindsets to add variety and interest to your content
  • Create a “swipe file” for endless inspiration
  • Apply a Message Matrix to help you adjust your message across audiences and applications, as well as to match the consumer journey

This session is for marketers and content creators:

  • Responsible for the day-to-day communication of company messages that convert current and potential clients and customers
  • Fluent in the company’s overall brand, vision, values, and mission
  • Well-versed in the goals, challenges, and behaviors of current and ideal customers and clients
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

5:00 pm - 7:00 pm

Internet Summit 2019 Pre-Party

Before we kick up our heels for the main Internet Summit event, join us for the official Pre-Party. Gather for local craft beers & networking with Raleigh’s diverse community of business builders and innovators (location to be announced).

Have a few beverages and mix & mingle with fellow attendees, speakers, sponsors, and more from the Raleigh digital community andy beyond!

Day 1 Wednesday, November 13

8:30 am - 12:30 pm

Move Prospects Through the Customer Journey With a Solid Content and Digital Marketing Strategy

AM Workshop
  • Samantha Kermode, Vertical Measures
  • Samantha Kermode
  • Create ‘your’ customer journey and gain the ROI benefits of mapping that journey
  • Understand why it’s vital to create content that resonates with your audience at different stages of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beat the competition in search and beyond
  • Know where, when and how to promote your content in a way that encourages engagement and moves your prospects through the customer journey
  • Build an audience that you own, not rent, and the prove the value it creates for your organization
  • Evaluate your return on investment (ROI) for your digital marketing efforts
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing
  • Strategy

Advanced SEO Tactics for 2019

AM Workshop
  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller
  • Fix core indexing issues
  • Identify inbound links and deal with spammy links
  • Choose the right internal links to maximize PageRank
  • Use schema code
  • Add multiple languages to your website
  • Address mobile-specific SEO challenges
  • Avoid pitfalls during a redesign process
  • Improve conversion from organic search
  • Identify and address lead generation holes in your SEO execution
  • Accurately report SEO results and how they contribute to ROI
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Conversion
  • Mobile Marketing
  • SEO & Search

Forget Everything You Know About Email Marketing

AM Workshop
  • Jen Capstraw, Iterable
  • Jen Capstraw
  • List the components of a complete email program
  • Determine email best practices worth busting
  • Implement The Goldilocks Zone: A practical path to personalization
  • Break free of batch ‘n blast
  • Know when to just say no to A/B testing
  • Name the essential components of preference centers that work
  • Use the feng shui approach to email design
  • Understand the future of email
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • Email Marketing
  • Measurement
  • Strategy
  • UX & Design

Develop a Facebook Advertising Strategy to Reach Your Best Prospects

AM Workshop
  • Susan Wenograd, Aimclear®
  • Susan Wenograd
  • 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
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • Paid Advertising
  • Social Media

Beyond Personas and the Customer Journey: The Next Step for CX Succes

AM Workshop
  • Michael Salamon, Lousy
  • Michael Salamon
  • Use existing strategy, customer research, and journey mapping to inform upcoming activities
  • Effectively break down the complexity of each phase in the journey, allowing for a hyper-focus on specific touchpoints
  • Integrate existing analytics and identify areas for investigation
  • Reduce the overall “churn” associated with marketing campaign execution
  • Accurately share the resulting thinking across the organization
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • Analytics
  • UX & Design

Main Conference

1:15 pm - 2:25 pm

Opening Keynote

Keynote
  • Randi Zuckerberg, Zuckerberg Media
  • Randi Zuckerberg

2:45 pm - 3:15 pm

Email Accessibility: How to Truly Captivate, Communicate and Connect with every Subscriber

  • Understanding of why accessibility within the digital ecosystem is so important
  • Discuss how temporary and permanent disabilities impact digital experiences
  • Make simple HTML code enhancements that will drastically improve email and landing page accessibility
  • Use best practices to design creative in which key messages are not missed
  • Content Marketing
  • Email Marketing
  • Measurement
  • Mobile Marketing
  • UX & Design

Data That Drives Email Marketing Relevance… and Revenue

  • Determine if/which of your data ready is to power your email marketing program.
  • Choose data to use in email that impacts the bottom line, a.k.a. bolsters email ROI.
  • Integrate multiple data sources, from easy plug-ins to robust data power tools.
  • B2B
  • B2C
  • Data
  • Email Marketing

Mobile: Why Customers Are Addicted (And What Marketers Can Do About It)

  • See how mobile has changed the way customers shop and what marketers can do about it
  • Understand the psychology to what makes mobile (and the content on it) so addictive
  • Add marketing tactics to your toolkit to help you better reach (and convert) your customers
  • Better position mobile media as a revenue-generating channel within your media mix
  • Mobile Marketing
  • Strategy

Bridging Silos Between SEO, UX, and Content for Big Marketing Wins

  • Leverage keyword data to unite your UX, SEO, and content efforts
  • Avoid classic marketing mistakes that stem from fractured strategies and disconnected teams
  • Holistically optimize your digital presence across the web with practical, real-world approaches
  • B2B
  • B2C
  • Content Marketing
  • SEO & Search
  • UX & Design

Convincing Customers to Swipe Right on your Brand

  • Lauren Beane, Cisco
  • Lauren Beane
  • Understand the importance of developing not only a brand personality, but also a social personality
  • Listen to your customers’ needs and develop content around those needs
  • Develop a process that ensures consistency between responding to trolls + cheerleaders
  • B2B
  • B2C
  • Branding
  • Social Media
  • Strategy

3:35 pm - 4:05 pm

Growth by Content: Driving Massive Traffic Without a Big Budget

  • Build a high-impact strategy that requires little to no ad spend budget
  • Create a range of content types that will contribute to improving a variety of acquisition performance metrics all at once
  • Start thinking about hitting multiple acquisition goals without putting in as much work
  • Know which metrics to measure for content engagement, and why it’s crucial to scaling your traffic
  • B2B
  • B2C
  • Content Marketing
  • Conversion
  • Measurement

Defining and Analyzing the Modern Consumer Decision-Making Journey

  • Define and analyze the modern consumer decision-making journey
  • Understand the complexities and intricacies of consumer decision-making
  • Leverage a customer-centric and data-centric approach across the journey
  • Zoom in on how you can improve journey stages and zoom out on how you can improve your approach to support the entire modern consumer decision-making journey
  • B2C
  • Conversion
  • Strategy

“Meh” to “Marvelous”: How to Market on Facebook Ads in the Era of Killer Competition

  • Susan Wenograd, Aimclear®
  • Susan Wenograd
  • Understand what changed over the past year and how to adapt your selling strategy for it TODAY
  • Navigate the changes on Facebook Ads and go from media buyer to masterful marketer
  • Use smart scaling tactics to cast a wider net without emptying your wallet
  • B2B
  • B2C
  • Conversion
  • Paid Advertising
  • Social Media

SEO Quick Wins: 20% of Actions for 80% of Results

  • Execute on the 20% of transformative actions that lead to 80% of your organic search results
  • Perform a quick, simple and action-oriented SEO audit to prioritize your content, backlink and technical strategies
  • Design a winning SEO game plan that will not break the bank
  • Implement an agile and inclusive SEO process
  • Adapt to recent Google changes and position your strategy ahead of the evolving algorithm (and the competition)
  • B2B
  • B2C
  • Content Marketing
  • SEO & Search

InstaBrain: Modern Research Methods for Gen Z Customers

  • Sarah Weise, Bixa
  • Sarah Weise
  • Understand what makes Gen Z unique
  • Engage and connect with Gen Z in ways that matter to them
  • Implement the best research methods to use when learning about this modern generation
  • B2C
  • Conversion
  • Data

Out-Execute Smart Companies With SEO lessons From an $8b Startup

  • Jared Gardner, SAP Qualtrics
  • Jared Gardner
  • Scale process and systems to allow you to repeat tasks
  • Generate search interest for new categories
  • Partner with development teams to build tools that enable marketers
  • B2B
  • B2C
  • Conversion
  • SEO & Search

4:25 pm - 4:55 pm

An Actionable Workflow for Identifying and Analyzing Search Competitors

  • Andrew Ramm, Amazon
  • Andrew Ramm
  • Identify your competitors in search, and benchmark your site against those competitors
  • Pinpoint competitors’ successful search tactics
  • Find untapped keyword opportunities in your niche
  • Discover the content that authoritative sites want to link to most
  • Content Marketing
  • SEO & Search
  • Strategy

The New Metrics – The Evolution of Attribution in the Content Stream

  • Cathy McKnight, The Content Advisory
  • Cathy McKnight
  • Define the audience and goals of your content and campaigns
  • Measure the value of the audience against your defined goals
  • Detail what needs to be true and when for the content strategy to be successful
  • B2B
  • B2C
  • Content Marketing
  • Measurement

How Brands Can Harness the Power of Instagram Stories

  • Understand why you should create a unique Story strategy and how to do just that
  • Explore tools, formats, and Story engagement opportunities you should know
  • Employ strategies to drive conversions and generate leads right from Stories
  • Strategically plan your Instagram marketing editorial calendar
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Video Marketing

People Based Marketing – Using Consumer Identity to Overcome Cookie Limitations

  • Jude Fontenot, Data Dynamix
  • Jude Fontenot
  • Understand consumer identity’s role in success
  • Gain perspective on 1st and 3rd party cookie usage
  • Recognize cookie targeting limitations and the current cookie ecosystem
  • Use alternative targeting methods to reduce reliance on cookies while driving results
  • B2B
  • B2C
  • Conversion
  • Data

Overcoming Content Overload: Marketing Tactics for 2020

  • Paxton Gray, 97th Floor
  • Paxton Gray
  • Use the free software provided which is designed to assist in the content creation process
  • Run circles around your Goliath competitors using tactics they can’t deploy (and if you’re a Goliath, learn how to beat those pesky startups)
  • Analyze your audience in more effective ways to increase content success
  • B2B
  • B2C
  • Content Marketing

Successful Video Marketing: Inspiration, Trends & Best Practices for Social Media

  • Better understand storytelling strategies brands use to create thumb-stopping video content for Facebook, Instagram and YouTube
  • Use a playbook full of fresh insights on video marketing and the platforms on which you should focus
  • Incorporate a data-centric approach to boosting key metrics, and amplifying social & brand marketing initiatives with video
  • Develop a daily video marketing strategy that reaches specific audiences, and creates measurable impact on a regular basis
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Video Marketing

5:10 pm - 5:45 pm

Closing Keynote

Keynote
  • Beverly Jackson, MGM Resorts International
  • Beverly Jackson

5:45 pm - 6:45 pm

Opening Reception

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

Afterward, keep the fun going and head on over to the official Opening Day After Hours Party, in beautiful Downtown Raleigh.

7:00 pm - 8:30 pm

Opening Day After Hours Party

After a full and fabulous day of learning (and our opening reception), keep the fun going and head over to the official Opening Day Afterparty. Hoist a beverage or two with your fellow attendees, listen to some awesome music, and wind down a little before getting ready for Day 2 of Internet Summit! More details and location to come.

Day 2 Thursday, November 14

8:30 am - 9:00 am

Channeling Netflix: The Power of Episodic Content for Brands

  • Have a better understand the impact of creating series – both unscripted and scripted – as a way to create deeper and repeat engagement with your audience
  • Take a data-centric approach to niche targeting – bigger isn’t better when you can have the right audience engaging with your content and your brand
  • Practical how-tos so you can apply this approach to your current content strategies – and to do it right
  • Use data-rich case studies to make a case for using series for your brands
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Social Media

Analytics for Agencies: Processes to Become the Purveyors of Truth

  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema
  • Prepare and utilize the five key documentation resources at the core of the most venerated analytics practices
  • Produce eye-opening reports designed specifically for your client audience(s)
  • Roll out a systematic process for mining data and unearthing juicy insights
  • Understand what to look for when hiring your next agency analyst
  • B2B
  • B2C
  • Data
  • Measurement

Experiential Marketing and Influencing the Consumer Journey

  • Develop an actionable brand experience for your target demographic in order to drive conversion and brand loyalty
  • Better understand the importance of social media engagement vs social media following
  • Comprehend the importance of influencers to brand experiences and conversions
  • Recognize strategic brand partnerships that lead to great brand experience
  • Branding
  • Content Marketing

9:15 am - 9:45 am

Getting the Green Light: How to Build Content That People Say YES To

  • Tamsen Webster, The Red Thread
  • Tamsen Webster
  • Analyze your content for the “red lights” that lead to “NO”
  • Identify the five key concepts every piece of content needs to get a “YES” (and know how to find them in your own)
  • Organize your content so it feels like story, even if it isn’t one (and keeps your audience hanging on every word)
  • B2B
  • Content Marketing
  • Conversion

Adapting To The New Facebook

  • Decide if being on the platform is right for you in the first place.
  • Learn how to adapt previous Facebook strategies to boost your other platforms
  • Get the most out of the new algorithm, and avoid the penalties and pitfalls that could sink you.
  • B2B
  • Social Media
  • Strategy

The Psychology of a Website: Optimize for Cognitive Biases, Conversion Triggers, and Google’s RankBrain

  • Matthew Capala, Alphametic
  • Matthew Capala
  • Discover the key cognitive psychological biases and conversion triggers that affect your website visitors’ decision making
  • Replicate dozens of examples from some of the biggest brands to master the key principles of website persuasion
  • Upgrade your SEO game by optimizing for Google’s RankBrain, which uses AI and machine learning to better understand basic human instincts and behaviors
  • Use content to position your brand as a trusted authority in your field to reduce friction
  • B2B
  • B2C
  • Branding
  • Conversion
  • Emerging
  • SEO & Search

Don’t Blame Vendors Because Your Ad Placement Makes You Look Terrible

  • Jonathan Kagan, MARC USA | Cogniscient Media
  • Jonathan Kagan
  • Understand time and finances saved when it comes to protecting the brand
  • Identify off brand placements and audit of content
  • Prevent your ads from being susceptible to brand safety issues
  • B2B
  • B2C
  • Content Marketing
  • Paid Advertising

Personalization Strategies to Improve Mobile & Cross-Channel Experiences

  • Matt Hudson, Belk
  • Matt Hudson
  • Evaluate the frameworks & tools necessary to implement personalization in your business/mobile app
  • Improve cross-platform messaging tactics & push notification options
  • Determine relationship between website & mobile app, considering all digital touchpoints & designated expectations for each
  • Understand business implications & high-level technical concerns when considering/adding personalization to your marketing mix
  • B2C
  • Conversion
  • Data
  • Mobile Marketing

10:00 am - 10:30 am

What Brands Need to Know About Amazon Alexa and Building for Voice

  • Noelle LaCharite, Microsoft
  • Noelle LaCharite
  • Understand Alexa and the opportunity it offers to brands
  • Use best practices for designing voice user interfaces (VUI)
  • Follow a blueprint for implementing this in your next campaign
  • Alexa
  • Content Marketing
  • Emerging
  • Voice

Get New and Repeat Business on Autopilot with Email Marketing

  • Dave Charest, Constant Contact
  • Dave Charest
  • How to turn more website visitors into new email contacts
  • How to automate timely engagement with new contacts
  • How to do more business by sending more relevant emails
  • B2B
  • B2C
  • Conversion
  • Email Marketing

Six Data-Validated Tactics to Increase Marketers Qualified Lead Volume

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth
  • Execute on six tactics that have been statistically proven to increase qualified lead volume
  • Avoid four widely implemented tactics that simply do not work
  • Analyze your current marketing efforts with a list of questions that will spark your journey towards repeatable and scalable growth
  • B2B
  • Conversion
  • Strategy

Analytics and Attribution: Measuring the Success of Influencer Marketing

  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross
  • Set the expectations for influencer deliverables
  • Define and track brand & traffic KPIs
  • Report on how influencers have impacted revenue
  • B2B
  • B2C
  • Data
  • Measurement
  • Social Media

#Purpose is Happening. Understanding the Role of Social in Advancing Brand Purpose

  • Better understand what makes each social platform’s audience unique and how they drive conversation that influences culture on and off the platform
  • See how brands like Gillette, ASOS, and Nike have executed purpose-driven marketing to drive business impact
  • Create a tangible framework for connecting your brand purpose with audiences
  • B2B
  • B2C
  • Branding
  • Social Media
  • Strategy

11:00 am - 11:30 am

How to Use Structured Data for SEO

  • Adopt the benefits of structured data and schema.org markup.
  • Use best practices for technical implementation and validation.
  • Understand the key features that drive increased clicks and conversion.
  • Avoid common mistakes and penalties.
  • B2B
  • B2C
  • Conversion
  • Data

Bridging the Gap between Marketing and UX Content

  • Amy Gebler, Nordstrom
  • Amy Gebler
  • List the core principles of UX
  • Understand the differences between UX Writing, Microcopy and Marketing copy and how they work together to improve engagement
  • Engage stakeholders using the UX Writing process
  • Implement UX Writing principles even if you don’t have a UX Writer
  • B2B
  • B2C
  • Content Marketing
  • UX & Design

Marketing for Growth

  • Jake Finkelstein, Method Savvy
  • Jake Finkelstein
  • Understand the pillars of a successful growth-oriented marketing strategy
  • Identify and use the ingredients of marketing playbooks at scale to accelerate business expansion
  • Replicate real-world examples of the impact of growth-marketing methodologies
  • B2B
  • B2C
  • Conversion
  • Strategy

11:45 am - 12:15 pm

What Marketers Can Learn About Social Media from DJ Khaled and Drake

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Tap into new storytelling features on Snapchat and Instagram Stories
  • Create an employee advocacy strategy to boost organic social media reach
  • Leverage social listening effectively to find and engage potential customers
  • Build relatable, real-time moments like an A-list celebrity for your brand
  • List the types of content given preferential treatment by Facebook and Instagram
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Conversion
  • Social Media

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

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

The Next Frontier of Search

  • Jenny Halasz, JLH Marketing, Inc.
  • Jenny Halasz
  • Classify queries not only as belonging to a certain keyword group, but also by what result type the query “wants”
  • Understand what content type works best for each kind of query—local, informational, actionable, or supporting
  • Make the most of your existing assets and driving increased revenue
  • B2B
  • B2C
  • Content Marketing
  • SEO & Search

Podcasting: Powerful Content Marketing For Brands And Agencies

  • Carey Green, PodcastFastTrack.com
  • Carey Green
  • Know without a doubt if podcasting is a good fit for you / your brand / your clients
  • Understand how brands are changing the game and how to put your agency in a lucrative spot
  • Take the first steps to launching your own podcast in the next four weeks
  • B2B
  • B2C
  • Content Marketing

Make Them Care: Getting Customers to Engage with Your Brand

  • Adam Pierno, Arizona State University
  • Adam Pierno
  • Describe your company as a brand
  • Successfully navigate Google and Facebook’s business models for your brand’s benefit
  • Identify facets that attract customers to your brand
  • B2B
  • B2C
  • Branding
  • SEO & Search

How to Turn Employees into Social Media Rock Stars with an Employee Advocacy Program

  • Integrate a social media advocacy program into your overall integrated marketing and social media programs
  • Learn how to launch a social media advocacy program
  • Incentivize program users to become active members
  • Identify KPIs that matter
  • B2B
  • B2C
  • Conversion
  • Measurement
  • SEO & Search

12:35 pm - 1:45 pm

Lunch Keynote

Keynote
  • Rand Fishkin, SparkToro
  • Rand Fishkin

2:05 pm - 2:35 pm

Prospect Experience Design: How the Right Design Will Turn Researchers Into Buyers

  • Effectively communicate your market position
  • Deliberately guide prospects through key pages and decision points to the right actions
  • Use a detailed, reliable system for holding all design decisions accountable to marketing goals
  • Conversion
  • Data
  • UX & Design

Trigger Emails Made Simple

  • Understand, and recognize how trigger emails are different from your other marketing emails.
  • Collaborate with your development team more effectively to keep those emails updated
  • Use a specific strategy to organize your email workflow
  • Create a sense of order amongst the chaos
  • B2B
  • B2C
  • Email Marketing
  • Strategy

How A.I. is Changing Search and Bringing Google Further Into Your Home

  • Daniel Russell, Go Fish Digital
  • Daniel Russell
  • Understand how Google is using AI for facial recognition, speech semantics and other signals that exist outside of typical device interactions
  • Identify the Google devices and technologies (either invented or acquired) that will impact SEO and Google Ad strategy in the near term
  • Implement the 4 steps you should immediately take to prepare for these dramatic shifts
  • B2B
  • B2C
  • Emerging
  • Paid Advertising
  • SEO & Search

Adjust Your Marketing Strategy to Fit in a Mobile-First World

  • Comprehend why it’s important to think mobile-first
  • Develop a cohesive strategy to making a mobile-first shift
  • Understand what areas still need desktop attention
  • Decide what marketing channels to ditch and which to double down
  • Discover new technologies that can help your company compete in a mobile landscape
  • Mobile Marketing
  • Strategy

2:50 pm - 3:20 pm

The Method Behind the Measurement: Marketing Analytics for Higher ROI

  • Tiffany Schreane, Fashion Institute of Technology
  • Tiffany Schreane
  • Develop and execute an effective and efficient digital marketing strategy
  • Determine metrics that are beneficial and deliver actionable insights
  • Extract and interpret valuable learnings to apply to future campaigns
  • B2B
  • B2C
  • Measurement
  • Strategy

Get More out of Every Email You Send

  • Dathan Brown, ActiveCampaign
  • Dathan Brown
  • Send more actionable emails
  • Easily segment for every stage of the customer lifecycle
  • Simplify your processes and improve reporting
  • Prove your value with better results
  • B2B
  • B2C
  • Conversion
  • Data
  • Email Marketing

Website Migration: What to Do Pre, During and Post

  • Samantha Kermode, Vertical Measures
  • Samantha Kermode
  • List reasons why you should migrate (there are plenty)
  • Take advantage of opportunities to make your new website SEO friendly
  • Use best practices presented to prepare for your migration
  • Find out what to expect during migration day
  • Know what you need to monitor in post-migration
  • B2B
  • B2C
  • SEO & Search
  • Strategy
  • UX & Design

Do This, Not That – Best Practices for Driving Customer Engagement with Email Marketing

  • Jay Schwedelson, Worldata
  • Jay Schwedelson
  • Acquire measurable marketing tactics for lead generation
  • Implement integrated direct marketing initiatives based on real-world campaigns
  • Explore the trends happening in email marketing today – and which actually work
  • B2B
  • B2C
  • Conversion
  • Data
  • Email Marketing

Finding Professional Fulfillment By Discovering Personal Happiness

  • Carlos Hidalgo, VisumCx
  • Carlos Hidalgo
  • Manage your time more effectively and make room for personal growth
  • Start finding personal happiness and success
  • Find fulfillment in your work and get a clear picture of success
  • Strategy

3:35 pm - 4:05 pm

Winning at SEO With a Growth Mindset

  • Eli Schwartz, SurveyMonkey
  • Eli Schwartz
  • Put aside thoughts about SEO best practices and approach challenges with a growth mindset
  • Uncover the true value of a website’s existing traffic
  • Identify and capitalize on quick win opportunities for growing search traffic
  • Implement a process of testing and experimentation for continuous learning and traffic growth
  • B2B
  • B2C
  • Conversion
  • SEO & Search

Extend Your Reach through Content & Influence Marketing

  • Juanika Cuthbertson, Ladypreneur® Academy
  • Juanika Cuthbertson
  • Identify the voice of the brand you represent, and how to communicate it effectively
  • Develop marketing strategies that are both flexible and connectable
  • Create accountability within your target
  • Measure techniques through digital and responsive analytics
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • Social Media

How the Best Brands Use Augmented Reality and Image Recognition to Drive Engagement

  • Define experiential marketing, as well as tactics and uses
  • Explain augmented reality and image recognition
  • Replicate how top brands use these powerful tools by viewing 4 video case studies
  • Integrate your team with strategic technology partners in this space
  • Conversion
  • Emerging
  • Strategy

Build Awareness, Credibility & Authority as a Podcast Guest

  • Mark Deal, Podcast Guest Academy
  • Mark Deal
  • Identify traits of the best podcasts to be interviewed on for your brand
  • Successfully reach out and get booked for interviews
  • Use conversational techniques that will make you a memorable guest
  • Unlock strategies to increase market awareness, credibility, and authority
  • B2C
  • Branding
  • Content Marketing
  • Conversion
  • Mobile Marketing
  • Strategy

4:20 pm - 4:50 pm

How (and Why) You Should Create Content Nobody is Searching For

  • Sam Miller, Red Hat
  • Sam Miller
  • Identify auxiliary conversations surrounding the topics you want your target audience to search for.
  • Create and execute a content strategy that uses a stakeholder’s original request as a catalyst to create a stronger SEO funnel
  • Communicate with stakeholders in a way that encourages buy-in and support
  • B2B
  • B2C
  • Content Marketing
  • SEO & Search

Data That Drives Email Marketing Relevance… and Revenue

  • Determine if/which of your data ready is to power your email marketing program.
  • Choose data to use in email that impacts the bottom line, a.k.a. bolsters email ROI.
  • Integrate multiple data sources, from easy plug-ins to robust data power tools.
  • B2B
  • B2C
  • Data
  • Email Marketing

How to Use CX as the Lever That Drives Your Demand Generation – And Revenue

  • Apply buyer insights to close the gap between planning and execution, and improve cross-company alignment
  • Create conversations that matter most to your buyers and drive engagement
  • Operationalize your marketing initiatives to drive greater engagement across the lifecycle of your buyer relationships
  • B2B
  • Customer Experience
  • Strategy

How to Rock SEO in a Machine Learning World

  • Understand the massive changes SEO is going through, today (don’t blink!)
  • Know what AI capabilities are legitimately moving the needle in SEO and what are fantasy
  • Understand how to evolve your SEO strategy to include AI technologies
  • B2B
  • B2C
  • SEO & Search

Leveraging Publicly Available Information to Better Your Brand

  • Steve Coakley, Babel Street
  • Steve Coakley
  • Leverage PAI to inform smart business decisions and drive the overall mission of a business
  • Master how to efficiently gather and execute on PAI to better support brand management
  • Effectively create a proactive plan to prepare for crisis situations by harnessing PAI
  • B2B
  • B2C
  • Branding
  • Data

How Disruptions in TV and Video Are Changing Marketing

  • Kenneth Kinney, Ai Media Group/ A Shark's Perspective Podcast
  • Kenneth Kinney
  • Plan and optimize an omni-channel campaign across all channels including TV (Advanced, Addressable, Connected, Linear, Programmatic, VOD, TV Everywhere, etc.) digital, email, voice, social, podcasts, influencers, and more
  • Leverage data-driven decisions to look at attribution and measurement
  • Optimize across channels for the best results of your spend and that of the customer
  • B2C
  • Data
  • Emerging
  • Measurement

4:50 pm - 5:50 pm

Closing Reception

Before you say adieu…join us for a last hurrah. Have a final toast to your new chums, and cheer each other on as you go out to use your new marketing powers and ideas for good. Sadly, another Internet Summit has come and gone, but applying all your new digital marketing knowledge and insight is only just beginning!