Agenda

Session Filters

Pre-event Tuesday, November 12

10:00 am - 4:00 pm

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

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

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

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

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

AM Workshop
  • Samantha Kermode, Investis Digital
  • 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

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

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

Develop a Facebook Advertising Strategy to Reach Your Best Prospects

AM Workshop
  • Tim Halloran, Aimclear
  • Tim Halloran
  • 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

Main Conference

1:15 pm - 2:30 pm

Girls Who Code

Keynote
  • Randi Zuckerberg, Zuckerberg Media
  • Reshma Saujani, Girls Who Code
  • Randi Zuckerberg
  • Reshma Saujani

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

2:50 pm - 3:20 pm

I’m Not a Regular Brand YouTuber, I’m a COOL Brand YouTuber

  • Sonja Likness, Duke University
  • Sonja Likness
  • Use YouTube’s social media functionality to boost the efficacy of your video content
  • Curate your YouTube channel to take advantage of the subscription model
  • Reach a YouTube-native audience
  • Social Media
  • Video Marketing

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

9 Powerful Trends Shaping Marketing

  • Loren McDonald, Acoustic
  • Loren McDonald
  • Understand marketing’s hottest new role: Director of Marketing Data
  • Experience the transformative role of personalization and how AI can help
  • Leverage GDPR in order to take your data hygiene and customer trust to the next level
  • Ensure your approach to talent produces results
  • B2B
  • Data
  • Strategy

Modernize Your Marketing Work: 4 Simple Ways to Get More Done

  • Mike Riding, Workfront
  • Mike Riding
  • Create a more effective strategy to better attack your workload
  • Unify processes to get everyone on the same page
  • Reclaim more time for the job you were actually hired to do
  • B2B
  • B2C
  • Strategy

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

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

Your Brain on Ads: The Halo Effect

  • Tony Marlow, Integral Ad Science
  • Tony Marlow
  • Drive greater engagement with digital display advertising
  • Improve favorability/affinity toward your brand through digital display advertising
  • Increase memorability of your digital ads
  • B2C
  • Paid Advertising

3:40 pm - 4:10 pm

Influencer Marketing Strategies to Grow Your Audience

  • Ursula Ringham, SAP, Inc.
  • Ursula Ringham
  • Develop a programmatic influencer marketing strategy
  • Determine which influencers are best for your audiences
  • Build lasting relationships with influencers
  • Create authentic content that tells your story
  • Effectively reach new audiences
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Strategy

InstaBrain: The New Rules for Marketing to Gen Z

  • Sarah Weise, Bixa
  • Sarah Weise
  • Understand where Gen Z goes to consume different types of content
  • Describe what draws them in and keeps them coming back
  • Implement techniques to shift your marketing strategy for this new consumer
  • B2C
  • Conversion
  • Data
  • Strategy

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

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

  • 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

Beyond Personalization: Deliver Authentically Human Emails That Drive Meaningful Results

  • Bruce Swann, Adobe
  • Bruce Swann
  • Be inspired with meaningful trends and best practices in email
  • Infuse creativity, storytelling and humanization your email programs
  • Incorporate email into an omnichannel strategy
  • B2B
  • B2C
  • Conversion
  • Data
  • Email Marketing

It’s More Than Data: We’ve Been Doing Content Strategy Wrong

  • Paxton Gray, 97th Floor
  • Paxton Gray
  • Implement new strategies to find out what your customers are asking for
  • Take advantage of new info and tools to create content that your customers really want
  • Use templates and software recommendations to better understand your audience and how to engage them
  • B2B
  • B2C
  • Content Marketing
  • Data

Experience 2030: A Roadmap to Future of Customer Experience

  • Jennifer Chase, SAS
  • Jennifer Chase
  • Focus on customer centricity, ready to act upon an intense desire to deliver experiences that far exceed your customers’ expectations
  • Commit to innovation through technology, with an eye toward understanding and embracing immersive tech that will enable a disruption-ready culture
  • Embrace privacy and security, buoyed by an infrastructure that is as secure as possible with data that can be used to deliver best of breed experience
  • Innovate and fail fast, knowing that the future will be won by companies that have the best infrastructure to adapt, innovate and disrupt
  • B2B
  • B2C
  • Conversion
  • SEO & Search

4:30 pm - 5:00 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

Filling the Funnel: How to Build a Modern Content Marketing Strategy

  • Kate Richling, MediaMonks
  • Kate Richling
  • Identify your organization’s whitespace and define talk tracks to target and align your content efforts
  • Flush out your content strategy by building user personas, picking a platform, creating a content calendar and setting goals
  • Work hand-in-hand ongoing with sales to fill the funnel, drive ROI and affect the bottom line
  • Create content for every layer of the funnel and across marketing activities – to accelerate demand gen, and lead nurture with more closed-won opportunities
  • Get a quick glimpse into what Netflix, Amazon and other global brands are doing at the cutting-edge of content
  • B2B
  • B2C
  • Content Marketing
  • Conversion

Influencer Marketing: How, Why, and is it Right for Your Brand?

  • Michael Salamon, Lousy
  • Michael Salamon
  • Identify the top influencers in your industry, and what makes them relevant
  • Understand how influencer marketing works, and the processes or work streams that support it
  • Know how much it costs and what to expect for your ROI
  • B2B
  • B2C
  • Content Marketing
  • Social Media

Improving Customer Journey & Conversion with SMS

  • Sean Dailey, Ytel
  • Sean Dailey
  • Navigate the current SMS landscape and compliance
  • Recognize best practices and things to avoid
  • Understand the benefits of both inbound and outbound SMS within your customer journey
  • Find quick ways to implement SMS into your business today
  • Conversion
  • Mobile Marketing

How to Build a B2B Growth Marketing Engine and Deliver Results [In Less Than 6 Months]

  • Steve Armenti, Google
  • Steve Armenti
  • Design your own growth marketing strategy
  • Implement the right tools, processes, and systems to automate your growth marketing
  • Understand key growth tactics across the funnel to acquire, engage, and convert an audience
  • Measure your efforts and optimize accordingly
  • B2B
  • Conversion
  • Strategy

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

Making Your Social Media Stand Out in a Traditional Media Mindset

  • Stephen Kent, Harris Teeter
  • Stephen Kent
  • Understand how to position social efforts in your company’s overall marketing strategy
  • Deliver the same message you do in traditional media appropriately for social channels
  • Develop social programs that generate internal income
  • B2C
  • Branding
  • Social Media

5:20 pm - 5:50 pm

Elevate Your Content Strategy: How to Scale and Produce Effective Consumer Conversation

Keynote
  • Beverly Jackson, MGM Resorts International
  • Beverly Jackson

Reaching as many people as possible through personalized and engaging content is a significant marketing challenge, but this year offers technology advancements and proven strategies that help improve these efforts. During this Keynote, Beverly Jackson will discuss how to develop a sophisticated content strategy that’s optimized for how consumers behave and where they’re interacting today.

5:50 pm - 6:50 pm

Opening Reception

7:00 pm - 8:30 pm

Opening Day After Hours Party, Hosted by Pantheon (Registration Badge Required)

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!

Isaac Hunter’s Tavern – 414 Fayetteville St.
Registration Badge Required

Day 2 Thursday, November 14

8:30 am - 9:00 am

Generating Brand Momentum by Turning Content into Commerce

  • James Royer, Merrell
  • James Royer
  • Implement tactics to get the flywheel moving with both organic and paid efforts, even with a small budget
  • Leverage content with a channel-specific approach to generate higher levels of reach
  • Apply principles of successful content marketing and a distribution strategy that can lead to conversion
  • B2B
  • B2C
  • Content Marketing
  • Conversion
  • Paid Advertising
  • SEO & Search

Productivity and Content Hacks Social Media Experts Use

  • Jennifer Watson, Agora Pulse
  • Jennifer Watson
  • Create content that immerses customers in your brand while telling your company story
  • Understand how you can up-cycle one piece of content in numerous ways
  • Implement productivity hacks that will save mountains of time
  • Get the tricks and tools you need to amp up your social media strategy
  • B2B
  • B2C
  • Content Marketing
  • Social Media

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

9:15 am - 9:45 am

Four Automated Email Series That Get Serious Results

  • Kaitlin Wernet, Emma
  • Kaitlin Wernet
  • Produce 18x more revenue through content nurturing
  • Send personalized content based on specific user actions
  • Increase profits by 30% with behavioral emails
  • B2B
  • B2C
  • Conversion
  • Email Marketing
  • Measurement

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

How Keeping it Human-to-Human (H2H) Kills the B2B and B2C Content Conundrum

  • Harriet Ayoade, JPMorgan Chase
  • Harriet Ayoade
  • Better understand how human based marketing makes it easy to scale the same message to various audiences
  • Identify opportunities to synthesize and scale the same content to different audiences
  • Develop a plan on how to leverage historically B2B social media channels for B2C marketing and vice versa
  • B2B
  • B2C
  • Content Marketing
  • Social Media

When A/B Testing Fails: How Data-Driven Decision Making Can Go Wrong

  • Gil Kazimirov, Lime
  • Gil Kazimirov
  • Understand the basics of using data to make decisions and testing out what matters to your users
  • Avoid common mistakes in setting up A/B tests
  • Determine if the results of your experiment are actually meaningful
  • B2B
  • B2C
  • Data
  • Measurement

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

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

10:00 am - 10:30 am

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

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

How to Embrace the Convergence of TV and Digital Video

  • Morgan Jessup, Spectrum Reach
  • Morgan Jessup
  • Understand how digital and television have converged
  • Gain insights into how video consumption has changed
  • Reach consumers using data-driven marketing
  • Create a blueprint for a successful multi-platform campaign strategy
  • B2C
  • Data
  • Video Marketing

#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

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

11:00 am - 11:30 am

Be the Guide, NOT the Hero of your Customer’s Story

  • Veronica Romney, MyModernBrand + ModernMarca
  • Veronica Romney
  • Recast your company/brand in the only role that can truly connects with your customers
  • Discover where you can extract your customer’s greatest desire, most frustrating paint points, and the philosophical why to their future success
  • Apply an easy framework to clarify your company’s marketing messaging
  • Revise the home page of your website for greatest impact and conversions
  • B2B
  • B2C
  • Branding
  • 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

The Evolution of Digital Media: Complimentary Integration & Niche Conversation

  • Dev T. Smith, eBay Enterprise, Magento, Revolt TV
  • Dev T. Smith
  • Create content rooted in thought leadership, driven by authentic conversation.
  • Dissect content into consumable, shareable, and engaging micro-content
  • Tap into integrated ad opportunities without disrupting the consumer experience
  • B2B
  • B2C
  • Content Marketing
  • Conversion
  • Paid Advertising

How Not to Suck at Display, Video & OTT: Leveraging Attribution for Success!

  • Jeremy Hudgens, Genius Monkey
  • Jeremy Hudgens
  • Better understand your customers’ journeys, and how to apply that knowledge to your strategy
  • Recognize how display, video & OTT advertising fits into your overall marketing strategy
  • Utilize Google Analytics and other tools to measure the metrics that matter
  • Optimize your ad spend and improve your ROI
  • B2B
  • B2C
  • Strategy

Becoming a Thought Leader: Growing Your Personal and Professional Brand on LinkedIn

  • Lindsey Boggs, Citrix
  • Lindsey Boggs
  • Establish a personal brand with specific keywords to gain followers and views which will help pave the way to viewed as a thought leader on LinkedIn\
  • Bolster your personal brand by learning what to post, what times to post, and who to engage on LinkedIn to go viral
  • Become a champion for your company’s professional brand and helping marketing content go viral
  • Understand why connecting and engaging on LinkedIn is so important and what it can do for your brand — “6 degrees of separation” no more!
  • B2B
  • B2C
  • Branding
  • Social Media

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

11:45 am - 12:15 pm

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

Three Ways B2B Marketers Can Do a Lot With Less

  • Caroline Matis, Delivra
  • Caroline Matis
  • Maximize your B2B strategy to increase ROI
  • Use email marketing to meet your customers where they are
  • Scale your success using automation
  • B2B
  • Conversion
  • 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

The Role of Cognitive Biases in Marketing

  • Nick Glavor, Zoho Social
  • Nick Glavor
  • Understand the psychological concept of cognitive bias
  • Identify the common cognitive biases that affect your decision making
  • Utilize certain cognitive biases to improve your marketing efforts
  • B2B
  • B2C
  • Conversion

Don’t Be Offended, Your Brand is Meaningless Without Culture

  • Troy Sandidge, National Democratic Training Committee
  • Troy Sandidge
  • Understand the role culture plays in technology, growing your community, your revenue projections, and the overall change in the business ecosystem
  • Communicate in a way not to just tell a story but in a way that talks to your niche audience
  • Better develop your own culture—find those who share like-minded culture, navigate against cultural trends
  • Implement A.D.A.P.T. methodology, focusing 100% on your customer will lead to exponential success
  • B2B
  • B2C
  • Branding
  • Content Marketing

1:00 pm - 2:00 pm

Lunch Keynote

Keynote
  • Rand Fishkin, SparkToro
  • Rand Fishkin

2:20 pm - 2:50 pm

Through the Fyre: A Fireside Chat with Ja Rule

  • Ja Rule, Iconn
  • Ja Rule
  • Gain first-hand knowledge about the perils of influencer marketing
  • Learn effective tactics for responding to crises that erupt on social media
  • Hear how Ja Rule is rebuilding his personal brand post-Fyre Festiva
  • Social Media
  • 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

Building a Defensible Brand in the Age of Hyper-Competition

  • James Winter, Brandfolder
  • James Winter
  • Differentiate your brand in a crowded marketplace
  • Create a dynamic brand identity
  • Rebrand around mission and values
  • B2B
  • B2C
  • Branding
  • Strategy

Up the Ladder, Down the Chain, Full-Funnel Attribution To Keep Your Boss Sane

  • Lindsy O’Connor, Adtaxi
  • Lindsy O’Connor
  • Ensure your website and campaigns are set up for proper attribution/measurement
  • Identify and prove the value of top of funnel campaigns that feed low funnel conversions
  • Master the various attribution models and implement the best one for your business
  • Understand and communicate full-funnel attribution to management
  • Optimize your budgets accordingly and justify your budget increase for next year
  • B2B
  • B2C
  • Conversion
  • Measurement

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

Establishing Your Brand as the Value Proposition Among E-Commerce Consumers

  • Heather Teasley, Klaussner Home
  • Heather Teasley
  • Revamp your brand’s story & share it in a strong & meaningful way
  • Position your brand as a leading authority in your vertical space
  • Leverage your brand as the primary value proposition over pricing and promotional activity
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Emerging

3:05 pm - 3:35 pm

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

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

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

Implementing Destination-Based Marketing to Win More Store Visits

  • Stephanie Fleischman, Waze
  • Stephanie Fleischman
  • Understand the difference between destination and location-based marketing
  • Connect the online and offline consumer experience
  • Plan a comprehensive media mix that optimizes results (and accounts for seasonality)
  • B2C
  • Data
  • Emerging

Website Migration: What to Do Pre, During and Post

  • Samantha Kermode, Investis Digital
  • 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

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

Drop the “E” in E-commerce: Prepare for Today’s Borderless Retail Landscape

  • Liz Fogerty, EDGE Marketing
  • Liz Fogerty
  • Understand that the idea between consumer and shopper is obsolete – explore and adopt our new definition
  • Identify “buy moments” that are most effective in connecting and converting across retail channels
  • Replicate how organizations are adapting to answer the demand to deliver true omnichannel experiences and activations
  • Adapt measurement metrics that drive profitability, relationships and loyalty
  • Recognize specific consumer behaviors that will shape future retail strategies
  • B2C
  • Branding
  • Conversion
  • Ecommerce
  • Measurement

3:50 pm - 4:20 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

The Opposite of Funny: Embrace the Negative to Create Hilarious Content

  • Michael Albanese, Comedian, Writer & Producer
  • Michael Albanese
  • Use specific techniques to begin the brainstorming process
  • Determine how to approach your own brand or product’s identity in order to properly assess the direction of your content
  • Address the positive and negatives of your content in order to drive towards being funnier
  • B2B
  • B2C
  • Content Marketing

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

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

Programmatic Evolved: Advanced Targeting + Superior Tracking = Your Advantage

  • Brian Lahey, Genius Monkey
  • Brian Lahey
  • Move beyond reach, frequency & CPM
  • Benefit from data collection to reach your ideal customers
  • Leverage Artificial Intelligence (AI) to be a smarter marketer
  • Speak to the right now generation, understand your audience, and impact the bottom line
  • Create heavy competition among publishers & networks to stretch your ad dollars in real-time
  • B2B
  • B2C
  • Paid Advertising

4:35 pm - 5:05 pm

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

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

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

Inclusive Design – Why Digital Accessibility Is A Must

  • Christi Olson, Microsoft
  • Christi Olson
  • Understand the 5 guiding principles for creating accessible content
  • Find and use free tools to check for visual, auditory, physical and cognitive disabilities
  • Adopt the same principles Microsoft has for creating and designing for accessibility in everything they are doing
  • B2B
  • B2C
  • Conversion
  • UX & Design

5:05 pm - 6:00 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!