Agenda
These great sessions have been confirmed so far, with more on the way. Keep checking back for updates!
Session Filters
Day 1 Thursday, November 18
8:30am - 12:30pm
Decoding SEO: How to Build Your Online Visibility – Without the Technical Jargon
- Hannah McNaughton, Metric Marketing
At the end of this Masterclass, you’ll be able to:
- Evaluate your site’s SEO health
- Identify, troubleshoot, and correct common technical errors
- Utilize the most effective SEO tools
- Perform keyword research and develop a data-driven content strategy
- Audit your existing content to find hidden gems and problem areas
- Analyze and deconstruct competitor’s sites
- Reverse engineer the top-ranking pages to better compete in SERPs
- Structure your website to enhance crawlability
- Optimize on-site elements
- Prepare for and execute site migrations and redesigns
- Manage redirects
- Find and pursue additional SERP opportunities, such as featured snippets and FAQs
- Create and implement a prioritized SEO strategy
Secrets of the Email Marketing Strategist
- Jen Capstraw, Women of Email
After this session, you’ll be able to:
- Evaluate so-called best practices and industry advice through a critical lens
- List the components of a complete email program
- Understand the difference between vanity metrics and meaningful KPIs
- Identify the key campaigns that drive customers toward loyalty
- Know when A/B testing makes sense – and when it doesn’t
- Clear the roadblocks that are hampering the maturity of your email program
- Apply a prioritization methodology to zero in on strategies will move the needle
- Impress the boss with an email program roadmap for 2022 and beyond
Burgers, Boxes, Briefs and Bachelor Degrees: Level up and Sell Anything with the Big 5 of Digital Marketing
- Samantha Kermode, Investis Digital
After this session you will be able to:
- Develop content, SEO and competitive analyses to guide your strategies
- Use and interpret data from popular tools like SEMRush, Screaming Frog and Lighthouse
- Develop content for targeted audiences
- Optimize your site and user experience for consumers and search engine bots
- Improve your demand generation in email and paid search and social
- Test and analyze your efforts for constant improvement
By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.
1:15pm - 2:15pm
$0 Marketing Ideas: How To Market To Millions Without Breaking The Bank
- Jon Youshaei, Formerly of Instagram & YouTube
After this session, you’ll be able to:
- Easily find engaging content for your social media calendar
- Reach more potential customers without spending as much of your budget
- Predict which posts may drive the most engagement before publishing them
2:30pm - 3:00pm
Inclusive Marketing 201: Developing an Inclusive Marketing Plan & Best Practices for Key Segments
- Crystal Marie McDaniels, Duke Energy Corporation
After this session, you’ll be able to:
- Utilize tools to identify the diversity of your customer base
- Develop an inclusive marketing plan
- Enact best practices for key segments, like LGBTQ+ customers
More Brain, Less Storm: The Power Of The Creative Process
- Melanie Deziel, StoryFuel
After this session, you’ll be able to have:
- A new perspective on the creative process
- Tangible changes to take back to your team for more efficient brainstorms
- Renewed confidence in your ability to generate and endless number of content ideas
7 Steps for Building Branded Site UX
- Trevor Calabro, Aten Design Group
After this session, you’ll be able to:
- Effectively audit your current brand guidelines based on research
- Identify new opportunities to inject your brand’s personality via UX methods
- Track Brand Book improvements with KPIs that resonate with key stakeholders
3:15pm - 3:45pm
The Holy Grail: Building Loyalty and a Brand Community
- Brandon Raper, Parker Gwen
After this session, you’ll be able to:
- Utilize specific tactics to increase brand & customer loyalty
- Understand the psychology of why we are drawn to brand communities
- Build a brand community or enhance a naturally occurring one
Vital to the Core: Ignoring Google’s Update Could Crush Your SEO
- Samantha Kermode, Investis Digital
After this session, you’ll be able to:
- Know what Core Web Vitals is and why it’s so important to your search rankings
- Learn free tools to evaluate your website pages
- Discover easy fixes with real-world examples
By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.
Main Character Energy: How a Different Way of Viewing Your Audience Unlocks Content That Resonates
- Quinten Rosborough, Artemis Ward
After this session, you’ll be able to:
- Create content that allows your audience to be active participants and places them at the center of the conversation
- Better utilize emerging digital platforms like TikTok and Clubhouse
- Connect with younger, more online audiences
- Develop content that takes on a life of its own
4:00pm - 4:30pm
How to Run a Successful Pilot Program in Three Steps
- Shane Torrey, Metric Marketing
After this session, you’ll be able to:
- Apply the structure of a pilot program strategy to your own efforts
- Create a focused marketing plan to launch paid ads for your company
- Measure a pilot marketing strategy effectively
Preparing Your Website Data for Google Analytics 4
- Colleen Harris, Sincro
After this session, you’ll be able to:
- See the basic changes between Universal Google Analytics and GA4
- Understand how the GA differences could impact your data collection strategy
- Learn how to edit events and conversions right in GA4
- Listen to proven strategies for making learning GA4 easier
A Modern Marketer’s Guide to The Metaverse
- Joe Cox, The Pop-Marketer
After this session, you’ll be able to:
- Discover specific ways marketers can join in on the fun of the gaming future
- Apply examples & tips to take advantage of AR experiences before Apple Glass gets here
- Understand the marketing value of NFTs and what action steps to take in this space
4:30pm - 5:30pm
Opening Reception
Day 2 Friday, November 19
8:30am - 9:00am
You Don’t Need A New Website, Your Content Sucks: How To Create Content That Drives Results
- Stephanie Alston, Black Girl Group
After this session, you’ll be able to:
- Identify keywords that drive search traffic
- Read your audience’s mind and create the content they want
- Understand how bad content could be costing you business and how to fix it
The Psychology of a Website: Mastering Cognitive Biases, Conversion Triggers and Modern SEO
- Matthew Capala, Alphametic
After this session, you’ll be able to:
- Discover the key cognitive biases and conversion triggers that affect your website visitors’ decision making
- Replicate examples from some of the most successful 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
Crossing The Sonic Color Line: Strategies for Sonic Diversity
- Steve Keller, SiriusXM
After this session, you’ll be able to:
- Understand how technology and advertising have played a role in perpetuating sonic color lines
- Apply insights from new research demonstrating the positive impact sonic diversity can have on ad favorability and effectiveness
- Implement best practices that will result in a more sonically diverse expression of your brand
9:15am - 9:45am
ABM and Sales Velocity: How to Use ABM for Pipeline Acceleration
- Auseh Britt, Terminus
After this session, you’ll be able to:
- Understand why ABM is critical to increasing your sales velocity and improve your efforts
- Use ABM to Run Pipeline Acceleration Programs
- Apply proven best practices to shorten sales cycles, based on real-world examples and data of pipeline acceleration campaigns
By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.
3 Ways to Revolutionize Your Email Open Rates
- Emily McGuire, Atlassian
After this session, you’ll be able to:
- Understand the secret sauce that will get your open rates UP
- Use a subject line formula that will help you whip out high-opening subject lines in minutes
- Effectively use emojis to get better response rates”
Marketing in a Post-Pandemic Society
- Carlos Gil, Bestselling Author & NFT Advisor
After this session, you’ll be able to:
- Apply framework to help you reclaim organic engagement in today’s noisy, algorithm-driven ecosystem
- Develop industry-leading strategies for engaging customers as a “”marketing savage””
- Create content that converts without going for the sale right away
- Know how to use TikTok effectively to build community and brand awareness
- Implement best practices from notable organizations, including Wendy’s and others
10:00am - 10:30am
Adapting Quickly in a Wild World: Social Media Tips for the New Roaring ‘20s
- Sonja Likness, Duke University
After this session, you’ll be able to:
- Plan your big social campaigns while leaving room for upheaval
- React quickly to crisis situations
- Successfully ride the waves of new features, algorithm changes, new platforms, and audience shifts
How to Write Content That Ranks
- Hannah McNaughton, Metric Marketing
After this session, you’ll be able to:
- Create content outlines that include data-driven topics, keywords, word counts and more
- Utilize insights and tools to successfully draft content that ranks
- Save time by being strategic with your content creation strategy
Top Three Google Analytics Mistakes You’re Probably Making – and How to Fix Them
- Janet Driscoll Miller, Marketing Mojo
After this session, you’ll be able to:
- Identify the three most common Google Analytics mistakes marketers make and learn how to avoid them
- Take clear steps to fix your Google Analytics errors to ensure your analytics tracking is accurate
- Improve the accuracy of your metrics for more sound strategic planning and measurement
10:30am - 11:00am
Networking Break
11:00am - 11:30am
Lessons Learned from The Harlem Globetrotters Rebrand
- Sunni Hickman, Harlem Globetrotters
After this session, you’ll be able to:
- Recognize the ways in which culture can be woven through every aspect of a branding campaign in a meaningful and impactful way
- Strategize digital initiatives that create authentic connections between brands and audiences/consumers
- Understand your brand purpose (why) and commit yourself to the right audience (who) can change the game
Tactics for Leveraging Influencer Marketing: Shifting to a Post-Pandemic World and What Lies Ahead
- Thea Neal, Coinbase
After this session, you’ll be able to:
- Effectively use influencer content and understand its importance in your business
- Maximize your influencer dollar spend and feel confident in your investment
- Differentiate between influencer agencies and individual creators, and decide which is best for you
How to “Steal” the Best Content, SEO and CRO Ideas from the Big Dogs
- Daniel Russell, Go Fish Digital
After this session, you’ll be able to:
- Understand why searcher intent is the future of content and SEO
- Familiarize yourself with the changes Google is making to its algorithm that will change how we make content
- Track content changes on industry leading (and competitor) websites
- Determine if website updates are deliberately guided by data or subjective
- Apply tactics today to start learning from your competitors and the leaders of your industry
11:45am - 12:15pm
Customer Generation: Delivering on the Promise that Demand Generation Forgot About
- Garrett Mehrguth, Directive Consulting
After this session, you’ll be able to:
- Perfectly understand and compare channel level performance using the Customer Lifetime Value to Customer Acquisition (LTV:CAC) formula
- Boldly identify and emotionally connect with your exact persona at your ideal accounts
- Correctly leverage 1st party data for campaign success
- Aggressively grow pipeline revenue via gift giving and psychology
The Schitt’s Creek Guide to Email That Converts
- Jen Capstraw, Women of Email
After this session, you’ll be able to:
- Apply new tactics for standing out in the inbox
- Avoid common engagement tricks that cause more harm than good
- Utilize top strategies to drive loyalty, clicks, and ultimately, conversions
Convincing Customers to Swipe Right on your Brand
- Lauren Beane, Cisco
After this session, you’ll be able to:
- 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
12:15pm - 12:45pm
Lunch Pickup & Break, box lunches sponsored by Investis Digital
12:45pm - 1:45pm
The Connected Human and the Future of Marketing
- David Shing, Shingy
After this session, you’ll be able to:
- Understand how behaviors have evolved and what you can take advantage of
- Implement an offline to online strategy
- Have the tools to make decisions on what you want to action on in your business
2:00pm - 2:30pm
How to Create B2B Content That Won’t Put Your Audience To Sleep
- Paxton Gray, 97th Floor
After this session, you’ll be able to:
- Beat your Goliath competitors using tactics they can’t deploy
- Analyze your audience in more effective ways to increase content success
- Apply tools, frameworks, and tips that you can take home and implement ASAP to improve your B2B content
Modern Market Research: Tactics from the Trenches
- Sarah Weise, Bixa
After this session, you’ll be able to:
- Deeply understand your customer segments
- Map your customer’s experience across their end-to-end journey
- Identify the moments that matter most
- Create raving, loyal customers who are addicted to your services
How To Pull Off A Profitable Marketing Launch – Without The Team Burnout + Mid-Cart Meltdowns
- Veronica Romney, VeronicaRomney.com
After this session, you’ll be able to:
- Design a bankable launch strategy that works regardless of email list size or number of followers
- Create a team-unifying campaign blueprint that eliminates chronic decision fatigue and having to answer the same questions on repeat
- Cure “”tired eyes”” and “”I can’t believe I didn’t catch that!”” mistakes with a nontraditional QA Buddy System
- Architect a marketing dream team where the right people rock the right role, doing the right things, and in the right order
2:45pm - 3:15pm
10 Brain Science Secrets to Make Your Content 10X More Effective
- Tom Shapiro, Stratabeat, Inc.
After this session, you’ll be able to:
- Use powerful techniques to captivate your audience and make your content 22X more memorable
- Drive more engagement and action from your audience
- Calibrate your website to turn behavior into new conversions, leads, and revenue
How to Build a Community Growth Strategy from Scratch
- Jennifer Watson, The Weather Channel
After this session, you’ll be able to:
- Build a community growth strategy from scratch
- Tell your brand story and connect with your audience through immersive experiences
- Implement community-building best practices to incorporate in your marketing, from social media to live events
Seven Lessons from Running 22,000 AB Tests
- Ayat Shukairy, Invesp
After this session, you’ll be able to:
- Understand what it really takes to run a successful CRO program (Time, resource, management, etc.)
- Find the right balance between strategy and tactics when running an experimentation program
- See an actual project management board running a CRO program
3:30pm - 4:00pm
#FeelingsMatter: Creating Emotional Customer Connections
- Michelle Stinson Ross, Feelalytics
After this session, you’ll be able to:
- Understand how emotion impacts purchase decisions, sales, and customer loyalty
- Implement emotional awareness into your brand strategy
- Define and track KPIs related to emotional brand messaging
Stop the Scroll: How to Create Engaging Social Video
- Desiree Martinez, All-In-One Social Media
After this session, you’ll be able to:
- Evaluate the different kind of video options available to you and figure out which formats are the right fit
- Correct what you are doing wrong with your existing videos
- Develop video content that ACTUALLY gets results
Do More with Less: The Opportunity in Omnichannel Automation
- Tyria Saul, Google
After this session you’ll be able to:
- Create the framework for a customer digital journey map
- Identify opportunities to simplify and scale your campaigns across multiple marketing channels
- Identify key capabilities when choosing a marketing technology partner for omnichannel
This session is for digital marketers with smaller teams who want to implement effective multi-channel campaigns at scale.