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.

• 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

• 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)

• Understand marketing’s hottest new role: Director of Marketing Data
• Learn how AI will enhance – not eliminate – your marketing role
• Understand how legislation like GDPR and CCPA will benefit marketing and help build customer trust
• Use analytics to drive improvements in customer experience and marketing ROI
• Understand why improving the customer experience and focusing on retention are becoming a top focus of marketers

• 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

• 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

• 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

• Drive greater engagement with digital display advertising
• Improve favorability/affinity toward your brand through digital display advertising
• Increase memorability of your digital ads

• 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

• 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

• 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

• 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

• Be inspired with meaningful trends and best practices in email
• Infuse creativity, storytelling and humanization your email programs
• Incorporate email into an omnichannel strategy

• 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

• 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

• Target and engage your website visitors more effectively
• Capitalize on neuroscience and behavioral intelligence to increase conversions
• Generate offsite conversions when website visitors are not converting while on your site
• Rethink the website experience, transforming your site from a collection of web pages into a conversions engine

• Overcome the tired ways of thinking and innovate the way you approach growth
• Understand the value of following human attention and the evolution of technologies
• Gain personal and professional benefits of the a growth hacking mindset

• 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

• 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

• 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

• Optimize and simplify your marketing strategy – cutting out “shiny objects” that don’t advance your organization’s goals
• Avoid common mistakes in marketing and understand why companies often get distracted by algorithms and “data-driven decision making”
• Implement simple marketing strategies and tactics that actually work to grow your business and increase ROI

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.

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

• 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

• Understand how dignity and morality have become central to business growth
• Replicate exceptional examples of empathy in action
• Identify common tactics and tricks that are past their prime and ready for retirement

• 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

• 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

• Develop a storytelling toolbox for creating a story on any platform, with any budget
• Tell a mini-story that will capture the attention of your content weary audience
• Ask “reporter questions” to get the answers that will best tell your story

• Produce 18x more revenue through content nurturing
• Send personalized content based on specific user actions
• Increase profits by 30% with behavioral emails

• 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

• 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

• Identify the best automation tools for maximum efficiency
• Implement a full-funnel audience growth strategy
• Prove (or Report) the value of full-funnel strategies in analytics

• 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

• Understand why texting outperforms email for digital marketers
• Choose a texting provider who meets your company’s needs
• Implement a successful texting program to get your message seen by more of your audience

• 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

• 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

• Set the expectations for influencer deliverables
• Define and track brand & traffic KPIs
• Report on how influencers have impacted revenue

• Plan different forms of video content specific to accomplishing your business goals
• Measure the effectiveness of your organic reach using analytics
• Craft a successful video marketing campaign without spending a dime

• 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

• Uncover your brand’s true “why” (and why that matters)
• Discover new ways to make the audience part of your strategy
• Explore unconventional opportunities within “obvious” spaces

• 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!

• 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

• 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

• 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

• 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

• 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

• 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

• 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

• 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

• Discover, obtain, and deploy authentic user generated content
• List the practicalities, legalities, and best practices of incorporating UGC into your marketing
• Understand what type of UGC drives action throughout the entire funnel

• Understand how Google is likely to measure the value of a sit
• Established protocols vs new idea
• Evaluate Google’s ranking factors

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

• Use data-driven stories for test hypotheses
• Apply creative and content strategies to solve CRO problems
• Build optimization programs that leverage both A/B and AI testing

• Develop practical strategies to cultivate excellent relationships with product teams
• Implement techniques to improve go to market strategies and product launches for mobile and web/desktop apps
• Impact customers further down the funnel and drive retention through in-app marketing

• 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

• 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

• Select the right lead generation programs and evaluate successes
• Plan an email nurture program to move prospect through each stage of the marketing funnel
• Develop strategic tactics to create sales-ready leads

• 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

• 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

• Differentiate your brand in a crowded marketplace
• Create a dynamic brand identity
• Rebrand around mission and values

• 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

• 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

• 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

• 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

• 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

• 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

• 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

• 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

• 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)

• Overcome your content limitations
• Replicate the Disney approach to content
• Respond to industry disruption and pivot to get optimal results
• Discover your strongest content pillars

• 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

• 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

• 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

• Understand how experiential marketing can humanize brand-consumer connections
• Create meaningful connections in intimate small environments focusing on one-on-one interactions facilitated by digital tools such as facial recognition and heat mapping
• Know how to invest in trade activations and the people behind brands in order to strengthen the message and effectively inspire consumers

• 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

• 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

• 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

• Make reporting a vehicle for getting support from other departments rather than a time suck
• Use tips and tools provided that will help you negotiate more resources and budget
• Allow in-house teams to optimize processes and think like an agency

• 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

• Repurpose one piece of content in multiple ways so you aren’t always spending time and money creating new content
• Use marketing tech platforms to add efficiency and streamline the content publishing process
• Create a content calendar which allows you to organize, plan, and be more strategic with the content you have already developed

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!