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Pre-event Tuesday, November 13

10:00 am - 4:00 pm

Google Analytics: Measure What Matters and Master Visitor Behavior in Your Marketing

Masterclass
  • Thom Craver, CBS Interactive
  • Thom Craver
  • Understand how Google Analytics collects visitor data
  • Use metrics and dimensions in standard reports
  • Create goals and conversion funnels
  • Track email, social, and offline marketing campaigns
  • Understand and utilize attribution modeling methods
  • Apply advanced segmentation for turning standard metrics into KPIs
  • Interpret KPI data to make business decisions
  • A/B test content for optimizing conversions
  • Create actionable dashboards and reports
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Advanced Social Media Marketing

Masterclass
  • Lauren Teague, Convince & Convert
  • Lauren Teague
  • Audit your current state of social
  • Identify landscape and competitive benchmarks
  • Use content that moves, sings and smiles to capture audience attention
  • Refresh social media reports for your organization
  • Choose KPIs that demonstrate campaign health
  • Understand how paid media augments a health organic strategy
  • Develop custom audiences for specific targeting and testing
  • Create a social media playbook for your brand
  • Dial in the best tools and processes for you and your team
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

CRO for Content Marketers

Masterclass
  • Brian Massey, Conversion Sciences
  • Brian Massey
  • The magical equation you’ve been optimizing for, but didn’t know it.
  • The metrics content marketers should pay attention to.
  • Calculate the value of a reader, prospect and customer.
  • Build high-converting content pages.
  • How to get bigger content budgets from higher conversion rates.
  • The rules of behavioral science — that you already know.
  • The tools you should always have at your fingertips.
  • How to use heatmaps to improve page layouts.
  • Using analytics to grade your content and traffic.
  • Why Bounce Rate is a poor indicator of content effectiveness.
  • The sources of data you can tap for amazing insights.
  • Keeping designers and copywriters honest.
  • How to outgrow competitors with more resources.
  • Dealing with executive interference.
  • How to evaluate for crazy ideas that “just might work.”
  • Transcend your IT department.
  • How to decide what to change, what to leave the same, and what to test.
  • Writing great survey questions.
  • How to run a focus group from your desk.
  • Managing content for a website redesign.
  • How to develop ads that deliver qualified readers.
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Day 1 Wednesday, November 14

8:30 am - 12:30 pm

Winning at SEO in 2018

AM Workshop
  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller
  • Understand the difference between indexing and ranking
  • Know what the Mobile-First Index is and how to prepare
  • Choose the right keywords
  • Determine if linking still matters
  • Measure SEO ROI, and the impact it has on your business
  • Justify your investment in SEO
  • Solve the most common SEO pitfalls
  • Maximize your SEO investment
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Search
  • Strategy

Conquering the Customer Journey with Content Marketing

AM Workshop
  • Mike Huber, Vertical Measures
  • Mike Huber
  • Understand why it’s vital to create content that resonates with your audience at different parts of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beats the competition in search and beyond
  • Know where, when and how to amplify your content in a way that encourages engagement and progression through the customer journey
  • Combine and leverage traditional and digital marketing to increase your audience reach and engagement
  • Use content marketing as a business asset and create revenue with your audience
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content
  • Strategy

45 Tactics to Take Your Email from Zero to Hero

AM Workshop
  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why email still matters to you and the people you’re trying to reach
  • Ensure your campaigns are making it to the Inbox
  • Learn how Internet Service Providers (ISPs) might be treating your campaigns
  • Know the similarities and differences for how B2B and B2C audiences consume email, convert from it, and how different design choices impact those conversions
  • Perform regular email audits which are crucial to email success
  • Make sure you’re tracking the metrics you should be and discover those you may not be or may not know about
  • Have some insight into what the future of email might look like
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Email
  • Strategy

How to Hack Facebook’s New Algorithm Changes

AM Workshop
  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Know the types of content Facebook gives preferential treatment to
  • Implement strategies for boosting organic Facebook reach and engagement
  • Go outside of the box with tips and tricks to optimize how you post on Facebook
  • Create a valuable checklist to help you reclaim your fans on Facebook
  • Go beyond Facebook with ads to reach targeted buyers
  • Replicate engagement secrets implemented by the world’s leading brands and creators
  • Optimize engagement & click-through rates on posts
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Conversion
  • Measurement
  • Social
  • Strategy

How to Build a Marketing Plan that Maps to Your Sales Pipeline

AM Workshop
  • Stephanie Ristow, Charter School Capital
  • Stephanie Ristow
  • Define budget and resource allocation between demand generation and account-based marketing efforts
  • Establish the stage-level objectives specific to your product buyer-cycle
  • Develop audience personas specific to your business and target market
  • Create messaging for each persona at each stage in the buyer-cycle
  • Map messaging, channel, and campaigns against the persona/buy-cycle
  • Plan pipeline-based goals and identify your budget/resource priorities based on real numbers
  • Identify and flesh out the most important programs and generate briefs for team-execution
  • Walk away with a marketing plan that meets marketing and sales needs
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes

Main Conference

1:15 pm - 2:15 pm

Building a Brand with Outrageous Marketing

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

The Onion’s co-founder and longest-serving editor-in-chief tells the story of how a scrappy group of college dropouts with no marketing budget created a worldwide comedy brand. He introduces the colorful characters behind The Onion’s success, shares insights about “outrageous marketing” that can apply to any organization, and reveals the pro tip for effectively “crossing the line” by using edgy content to offend everyone yet no one.

2:35 pm - 3:05 pm

Marketing Analytics: Get the Insights You Need Faster

  • Matt Hertig, Alight Analytics
  • Matt Hertig
  • Understand the true difference between marketing reporting and marketing analytics
  • Determine which one is ultimately better for your organization
  • Identify (and avoid) the most common obstacles to marketing analytics
  • Develop a plan for generating analysis faster, with fewer headaches
  • Analytics
  • B2B
  • B2C
  • Measurement
  • Strategy

Think Like A Fan: Create Relatable Content, Insight Meaningful Interactions and Activate Your Community of Fans

  • Brian Fanzo, iSocialFanz
  • Brian Fanzo
  • Understand how the latest news feed changes impacts organic reach and Facebook Ad spend
  • Build a content strategy from the fans perspective focusing on creating “participatory content” targeted at an active audience rather than social spectators
  • Implement employee advocacy and influencer relation programs that create social media conversations and drive organic reach of content on social media
  • B2C
  • Content
  • Customer Experience
  • Mobile
  • Search
  • Social
  • Video

The Age of Invisibility

  • Mike King, iPullRank
  • Mike King
  • Understand trends in the features of organic search results
  • Apply six tactics to be effective in SEO
  • Optimize on-page content for search engine algorithms
  • Survive this age of invisibility
  • SEO
  • Strategy

Data Visualization for the Modern Marketer

  • Midori Nediger, Venngage
  • Midori Nediger
  • Clean, organize, and find the message in your data
  • Design an effective visualization that’s tailored to your audience’s needs
  • Identify and avoid common data visualization mistakes
  • Analytics
  • B2B
  • B2C
  • Data
  • Strategy
  • UX/Design

Re-Engagement that Rocks: Strategies & Tips from Simple to Sophisticated

  • Jen Capstraw, Iterable
  • Jen Capstraw
  • Understand the steps in the lifecycle that warrant re-engagement campaigns
  • Replicate best-in-class examples of re-engagement in action
  • Implement can’t-miss tips that get clicks among disengaged subscribers
  • Conversion
  • Email
  • Mobile
  • Strategy

Rehearse for Real Time: Preparing for the Moments That Make Content Great

  • Lauren Teague, Convince & Convert
  • Lauren Teague
  • Scale a team of one to many for live content coverage
  • Identify which channels align with the right content to tell your story
  • Plan your content playbook for cohesive storytelling across any event
  • Effectively practice and rehearse your playbook ahead of going live
  • B2B
  • B2C
  • Content
  • Video

Global SEO: Five International Marketing Fails

  • Nicola Winters, Search Laboratory
  • Nicola Winters
  • Identify which markets present the biggest opportunity
  • Fully localize a site for users to increase ROI
  • Understand how to implement technical onsite considerations
  • Satisfy cultural differences (habits, behavior, buying patterns, trust signals)
  • How to promote your websites (which channels to use in which market)
  • B2B
  • B2C
  • Content
  • Data
  • Email
  • Strategy

3:25 pm - 3:55 pm

Differentiating Messages to Break Through the Noise

  • Dan Gilgoff
  • Dan Gilgoff
  • Apply a checklist for messages to connect deep and wide
  • Frame similar messages and content in distinct ways to showcase unique value
  • Reformat the same message to succeed on wildly different platforms, from Instagram to Apple News to email
  • B2B
  • B2C
  • Branding
  • Content

Unlocking Your Magic on YouTube

  • Matthew Williams, YouTube
  • Matthew Williams
  • Understand the building blocks for effective creative on YouTube
  • Use YouTube’s creative suite of tools to optimize your advertising
  • Rethink how you build creative to customize for your audience
  • Measure the performance of your creative assets
  • B2B
  • B2C
  • Measurement
  • Social
  • UX/Design
  • Video

Bloody Hell! And Other Marketing Truths My British Mum Taught Me

  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why we have to be more keenly focused than ever on customer experience and retention.
  • Appreciate that we are often underserving our customer’s expectation of their experience.
  • Learn a framework that will help ensure your products and services are more tuned to your customer’s needs and experience.
  • Enjoy many of the equally amazing, applicable, and ridiculous lessons my British Mother taught me and how they apply to thinking through customer experience.
  • B2B
  • B2C
  • Content
  • Customer Experience
  • Email
  • Social
  • Strategy

Payments: The Overlooked and Underappreciated Customer Experience Super Power

  • Joe Twer, BlueSnap
  • Joe Twer
  • Create experiences that will increase customer conversions—B2C, B2B, global, mobile
  • Understand the benefits of integrating payments into software platforms
  • Know what to look for when selecting a payment provider
  • B2B
  • B2C
  • Conversion
  • Customer Experience
  • Strategy

Stop Yelling At Me: Cultivating Meaningful Customer Connections Through Strategic ABM

  • Bradley Hearn, ChannelAdvisor
  • Bradley Hearn
  • Align your marketing and sales departments by aligning your goals
  • Reach multiple stakeholders within the same company using various digital and direct channels (email, paid social, etc.)
  • Leverage direct mail to cut through the content clutter and be heard
  • Use proven storytelling techniques to create the most emotional impact
  • B2B
  • Content
  • Conversion
  • Strategy

The Hank Moody Guide to Email Marketing: Authentic Messages that Provoke Response

  • Karen Talavera, Synchronicity Marketing
  • Karen Talavera
  • Understand why personality and authenticity is so important and how to convey it in your email
  • Avoid Hank’s relationship mistakes with your customers and subscribers, but instead foster loyalty and appreciation
  • Reveal toxic, dysfunctional patterns in design, operations and strategy before they take root and grow
  • Experience a mindset shift in how you approach and execute email marketing
  • Enjoy some favorite clips from the show along the way
  • B2B
  • B2C
  • Email
  • Strategy

Is it Time for Scrum to Scram? Alternative Agile Frameworks to Keep Marketers Sane

  • Andrea Fryrear, AgileSherpas
  • Andrea Fryrear
  • Understand why marketing teams are notorious for breaking Scrum sprints
  • Use the 6 core practices of Kanban, and how they can reveal hidden problems in your workflow
  • Combine Scrum and Kanban to form Scrumban, a powerful hybrid approach that marketers love
  • Get started down the Agile path in a simplified way that takes hours, not days
  • B2B
  • B2C
  • Strategy

4:15 pm - 4:45 pm

Ten Shortcuts to a Successful Content Marketing Program

  • Heather Pemberton Levy, Gartner
  • Heather Pemberton Levy
  • Craft the ideal content formula to maximize traffic
  • Identify the most important areas to focus investment
  • Determine the #1 ingredient to scale your program
  • Draw insights for your content from audience behavior
  • B2B
  • B2C
  • Content
  • Data
  • Strategy

The Art and Strategy Behind an Effective Instagram Account

  • Quinn Tempest, Digital Strategy & Design Consultant
  • Quinn Tempest
  • List questions you need to answer in order to formulate an Instagram strategy.
  • Use visual planning tips and tools to create your perfect grid.
  • Research hashtags that will boost your engagement.
  • Use Instagram stories to bring your brand to life.
  • Implement strategies to convert your followers to leads and customers off of Instagram.
  • B2B
  • B2C
  • Content
  • Conversion
  • Mobile
  • Social

Three Ways to Dramatically Improve Your Email Results

  • Caroline Matis, Campaign Monitor
  • Caroline Matis
  • Understand why email is still the center of the digital marketing universe
  • Use tools like segmentation to amp up your results long-term
  • Implement tactical ways to prove the effectiveness of your email marketing
  • Content
  • Data
  • Email
  • Strategy

Mind the Gap: How Location Data Connects Consumers’ Online and Offline Journeys

  • Mark Coffey, GasBuddy
  • Mark Coffey
  • Understand how location data reveals a customer’s preferences online and offline
  • Reach customers in meaningful ways using insights from location data
  • Transform first-party data into real-time action to strengthen marketing initiatives
  • Replicate how industries like convenience retailing have effectively secured the last mile and block of the consumer journey
  • Conversion
  • Data
  • Search

The Digital Marketers Toolkit

  • Thom Craver, CBS Interactive
  • Thom Craver
  • List the types of marketing technology you need for success versus the ones that are nice to have
  • Understand how multiple facets of digital marketing work together
  • Learn tactics to help you maximize your technology’s performance
  • Sell you’re your executives on the benefits of using marketing technology
  • B2C
  • Content
  • Conversion
  • Measurement
  • Strategy

Everyday Behavioral Science For Better Conversion Optimization

  • Brian Massey, Conversion Sciences
  • Brian Massey
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and data-driven precision
  • Use and understand the data from your results more efficiently for future tests
  • B2B
  • B2C
  • Conversion
  • Measurement
  • Strategy

Executing an Integrated, Multi-Channel Strategy to Grow Your Fan Base and Increase Sales

  • Cary Murphy, The Brandon Agency
  • Cary Murphy
  • Harvest online intent, and connect your brand or service with potential customers
  • Generate relevant and engaging content across online channels
  • Create meaningful connections with customers through social media and email marketing
  • Maximize marketing dollars by aligning your digital channels towards a common goal
  • B2B
  • B2C
  • Content
  • Conversion
  • Social
  • Strategy

5:05 pm - 5:40 pm

How to Talk to Your Customers in a Voice First World

Keynote
  • Dave Isbitski, Chief Evangelist, Amazon
  • Dave Isbitski

With the rise of artificial intelligence (AI) and natural language understanding (NLU), customer expectations have begun to shift towards “voice first”. What once involved a person having to fill out web forms or installing a mobile app can now be done quickly by asking their favorite AI. As these systems become more interconnected, especially in the home and automobile, we will begin to see new interactions that will allow these AI’s to talk to one another, to serve our needs. Hear what these new expectations mean for your company, and what you should be thinking about today to meet them.

5:40 pm - 6:40 pm

Opening Reception hosted by IBM

7:00 pm - 8:30 pm

Internet Summit Party

Official Internet Summit After Hours Party presented by Spectrum Reach

Isaac Hunter’s Bar (one block from the convention center)

Requires ISUM badge to attend

Day 2 Thursday, November 15

8:30 am - 9:00 am

Attract and Retain Millennials by Speaking Their Language

  • Caroline Hubbard, LinkedIn
  • Caroline Hubbard
  • Understand how millennials want to interact with your brand
  • Produce an experience to grab their attention
  • Determine how to produce content that serves their needs
  • Strategy

Applying an Airbnb-Mindset to Drive Growth

  • Daniel Dubois, Airbnb
  • Daniel Dubois
  • Learn how Airbnb scaled faster than almost any other company in the world
  • Understand the three underlining movements that are shifting buying habits and apply these insights to your growth and marketing strategy
  • Take concrete steps to position your business to be a part of this exciting change
  • Strategy

Reuse, Recycle: How to Repurpose Your Content

  • Ashley Ward, SEMrush
  • Ashley Ward
  • Run a content audit to determine what the best types of content to recycle are
  • Follow the rules when reusing your content
  • Analyze and measure the effectiveness of this recycled content
  • Understand which tools will best help you find ROI on your reusable content
  • B2B
  • B2C
  • Content
  • Strategy

Flipping the Funnel: A Data-Driven Approach to Digital-First Communications Planning

  • Travis Bullard, APCO
  • Mary Alice Rose, APCO
  • Travis Bullard
  • Mary Alice Rose
  • Identify your tribes—the influential users most likely to advocate for your brand
  • Use social data to segment audiences based on interests and values that align to your brand
  • Develop highly-tailored content and amplification strategies to motivate each segment
  • Measure impact of this approach via campaign performance data and opinion surveys
  • B2B
  • B2C
  • Conversion
  • Data
  • Social

9:15 am - 9:45 am

Search Engine Optimization in a User First World

  • Jake Finkelstein, Method Savvy
  • Jake Finkelstein
  • Evaluate your website’s current user experience through the lens of search engine optimization.
  • Utilize user experience design principles to improve SEO performance.
  • Build better audience personas to align exceptional user experiences with searcher intent.
  • B2B
  • B2C
  • Conversion
  • Data
  • Search

From Frustration to Success with Link Building

  • Mike Huber, Vertical Measures
  • Mike Huber
  • Backlinks are still one of the most important ranking factors
  • Improving your backlink portfolio can have a dramatic and positive impact on your traffic
  • Why content is so important to earning great links
  • Learn what to avoid and what tools and tactics can earn you links that will garner the best links that will stand the test of time…and…Google.
  • Paid Advertising
  • Search

Automate, Improve and Optimize your Lead Generation

  • Dave Meyer, BizzyWeb
  • Dave Meyer
  • Map out your current lead-gen process and decide what’s working
  • Focus on the audiences that matter most to your business
  • Set follow-ups designed to convert (without being annoying)
  • Set measurable, achievable goals for your lead funnels
  • B2B
  • Conversion
  • Strategy

Digital Goes Over the Top: Ad Strategies for the Connected OTT Consumer

  • Ben Van Horn, Spectrum Reach
  • Ben Van Horn
  • Understand how OTT has revolutionized the Video landscape
  • Create effective marketing strategies in the evolving OTT landscape
  • Develop a plan to reach the right audience in the growing OTT space
  • B2C
  • Emerging
  • Paid Advertising
  • Strategy
  • Video

Intent Data – A Game Changer for Sales & Marketing

  • Paulo Martins, Marketo
  • Paulo Martins
  • Understand how to use Intent Data to make your marketing campaigns more targeted
  • Maximize your budget investment by focusing on the right accounts at the right timing
  • Make the sales team love you by passing on the leads that are more likely to purchase your product
  • Help the sales team drive more relevant conversations with your prospects using intent data and marketing automation together
  • B2B
  • B2C
  • Data
  • Strategy

500 Different Website Visitors, 500 Different Web Experiences

  • Joshua Camden, JCAMDN
  • Joshua Camden
  • Understand what website personalization is at scale
  • Segment the audiences and create dynamic experiences for every user
  • Implement tools you can use to create web personalization and increase engagement
  • B2B
  • B2C
  • Content
  • Data
  • UX/Design

10:00 am - 10:30 am

Building a Social Engagement Strategy That Works for your Business

  • Brooke Hatfield, MailChimp
  • Brooke Hatfield
  • Identify channels where your audience—and prospective customers—are
  • Find conversations worth engaging with
  • Develop messaging for every stage of the customer lifecycle
  • Scalably develop creative assets (or, How GIFs Solve So Much)
  • Track qualitative and quantitative data to measure impact
  • B2B
  • B2C
  • Content
  • Data
  • Measurement
  • Social

Send Great Email: How to Truly Communicate, Captivate and Connect with Every Subscriber

  • John Thies, Email on Acid
  • John Thies
  • Avoid Spam filters like a ninja
  • Effectively use the Subject line and Preheader text to encourage a subscriber to open your email
  • Understand why considering accessibility within your email design is critical to the success of your campaigns
  • Make quick and easy email code changes that will allow you to communicate, captivate and connect with your subscribers
  • Understand how Voice technologies (Google Home, Amazon Alexa, etc.) are going to change the way we interact with email
  • B2B
  • B2C
  • Email
  • Emerging
  • Mobile

Lessons Learned in Content Personalization During the Worst Hurricane Month in History

  • Allison Guidetti, The Weather Company
  • Allison Guidetti
  • Use location, time, behavior, and events to create hyper-personalized mobile experiences
  • Increase retention, sessions per user, and home screen click through rates
  • Maintain user interest and engagement over a longer period of time
  • Use machine learning and bot-driven conversations in order to further personalize content
  • B2B
  • B2C
  • Content
  • Customer Experience
  • Data
  • Emerging

Winning the Local Search Game

  • Scott Gardner, Choice Hotels
  • Scott Gardner
  • Better understand your customers’ local search tendencies
  • Break down Google’s local rankings factors: Relevance, Distance & Prominence
  • Take your website and Google My Business (GMB) pages to the next level
  • Keep your eyes on the prize
  • B2C
  • Data
  • Search

Video Everywhere

  • Lindsy O’Connor, Adtaxi
  • Lindsy O’Connor
  • Understand how video fits into the larger marketing ecosystem
  • Leverage connected TV into your digital media mix
  • See how Facebook, YouTube, and online video improves conversions
  • Track the success of your video campaigns
  • B2B
  • B2C
  • Video

Hells SEO: The Gordon Ramsay Guide to EATing Your Way to Search Success

  • Grant Simmons, Homes.com
  • Grant Simmons
  • Get a taste for Google’s Search Quality Rater Guidelines
  • Dig into EAT – Expertise, Authority & Trust as ranking factors
  • Serve Google & users a satisfying search experience
  • Take home actionable & valuable tips to align your website with Google’s goals
  • B2B
  • B2C
  • Conversion
  • Search
  • Strategy

Cut Email Design Time in Half

  • Chris Grouge, Whereoware
  • Chris Grouge
  • Use modular email design to cut email design, build time, and testing in half, while boosting quality
  • Spend less time on coding and more time on content creation, strategy, and increasing ROI
  • Use data to identify flexible modules for all your email needs
  • B2B
  • B2C
  • Email
  • UX/Design

11:00 am - 11:30 am

Tech Entrepreneurship: Conversational Interview with Brooklyn Decker

  • Brooklyn Decker, FINERY
  • Brooklyn Decker

During this conversational interview moderated by Michael Barber, Brooklyn Decker, co-founder of Finery, will share the branding, customer experience and growth tactics her team uses to disrupt the fashion tech industry with their data-driven app. As a new tech entrepreneur, she’ll discuss Finery’s journey to success and how the company was built by listening to loyal users and meeting evolving consumer needs in the retail space.

  • B2B
  • B2C
  • Strategy

Your Users Will Reward You For Using Accelerated Mobile Pages

  • Ben Morss, Google
  • Ben Morss
  • Understand why AMP was created and why it’s effective
  • Debunk common myths about AMP
  • Discover the power of AMP to create full-featured, beautiful websites
  • Define how AMP can be used well and used poorly
  • Incorporate AMP into your site, saving time and improving retention
  • B2B
  • B2C
  • Mobile
  • UX/Design

Connecting Consumers, Igniting Brands via Interactive Storytelling

  • Steve Ramos, Steve Ramos Media
  • Steve Ramos
  • Develop an actionable and compelling interactive storytelling framework
  • Better understand the frontier tech available to today’s marketing teams and how to best utilize it for customers
  • Add impact and profitability to your marketing services using interactive storytelling and design
  • Implement interactive measurement models for improved reporting of both online and offline assets
  • Content
  • Conversion
  • Emerging
  • Social

Why 80% of Marketers are Failing with Display, and How to Fix it Fast!

  • Jeremy Hudgens, Genius Monkey
  • Jeremy Hudgens
  • Better understand your customers’ journeys, and how they should be applied to your strategy
  • Recognize how display 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
  • Paid Advertising
  • Strategy

Social Video: It’s All About Going Native (and the Natives are Mobile)

  • George Potts, Fifth Influence
  • George Potts
  • Understand what native video on social media platforms means
  • Appreciate why native video is important for social media marketing success
  • Grasp how producing native video for social media differs from other types of video production projects
  • Possess the ability to address and resolve typical issues in producing native video for social media
  • Mobile
  • Social
  • Video

Unchatted Territory: Future Proofing Your Marketing for the Era of Conversational AI

  • Christi Olson, Microsoft
  • Christi Olson
  • Explain the difference between voice assistance and voice search and the business opportunity for both
  • Identify the technical and onsite components that the search engines use for Voice Search
  • Implement tips for developing your marketing strategy for voice assistance
  • Speak to trends in Voice Search today based on Cortana’s Voice Query data
  • B2B
  • B2C
  • Emerging
  • Paid Advertising
  • Search

CRO: The Art and Science of Guiding the Drunk

  • Becky Davis, Spilled Tea Consulting
  • Becky Davis
  • Implement an effective approach to create an optimal visitor experience
  • Map and plan your visitor’s journey through the decision making process
  • Optimize how you speak to your visitors on your landing pages
  • B2B
  • B2C
  • Conversion
  • Customer Experience
  • UX/Design

11:45 am - 12:15 pm

Refining Your Content Strategy to Drive Conversion

  • Heather Dettmann, Chipotle
  • Heather Dettmann
  • Develop a content plan that will attract new customers, engage a loyal following, and drive sales.
  • Streamline content efforts to maximize efficiency
  • Articulate the value of telling your brand’s story
  • Measure the impact of content efforts
  • B2B
  • B2C
  • Content
  • Measurement

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
  • Conversion
  • Social

Think Like a Designer

  • Diamond Ho, Facebook
  • Diamond Ho
  • Apply design thinking to your workstream
  • Design products from a user perspective
  • Work better with product challenges to generate effective solutions
  • Identify opportunities to collaborate with team mates
  • B2B
  • B2C
  • Strategy
  • UX/Design

B2B Omni-Channel: Transforming an Organization with People, Process and Technology

  • Jenny Hooks, Cisco
  • Jenny Hooks
  • Understand the dependencies of people, process and technology on delivering an omni-channel customer experience.
  • Crush organizational siloes to deliver the best experience for customers.
  • Implement small things that can make a big difference in your customer experience, regardless of which technologies you have access to.
  • B2B
  • Customer Experience
  • Strategy

Inbound Video and the Death of Impersonal Marketing

  • Ian Servin, ITS Media
  • Ian Servin
  • Understand how different video formats connect to different marketing objectives and campaign types.
  • Produce your own in-house content with minimal effort and maximum impact.
  • Collaborate with video experts to tackle larger campaigns that are seamlessly integrated into your strategy
  • B2B
  • B2C
  • Content
  • Mobile
  • Social
  • Video

Beyond Traffic Reports: Using Data, Organizational Messaging, and Passion to Reinvigorate Your Content Strategy

  • Anna McHugh, Red Hat
  • Anna McHugh
  • Build a metadata strategy that complements your marketing objectives and measurement benchmarks
  • Find opportunities to use your content in a modular, flexible way
  • Use multidimensional performance data and persona research to prevent creating unneeded content
  • Identify and promote existing content that is ideal for education and lead-to-customer conversion
  • B2B
  • Content
  • Conversion
  • Data

Automating Workflows to Scale with Ease

  • Juan Parra, Accelo
  • Juan Parra
  • Understand how to break down and distill complex work processes for scale
  • Easily apply these ideas and concepts at scale
  • Leverage technology to achieve your goals
  • Utilize automation within platforms and the logic behind it
  • B2B
  • B2C
  • Content
  • Conversion

12:45 pm - 1:45 pm

Lunch Keynote

Keynote
  • Seth Godin, Best Selling Author
  • Seth Godin

2:05 pm - 2:35 pm

Rebranding: Making a 145-Year-Old Institution Not Only Relevant but Irresistible

  • Cynthia Round, Metropolitan Museum of Art
  • Cynthia Round
  • Excavate the essential, intangible truth of your brand
  • Understand how to “read between the lines” of your audience research
  • Better align your organization to deliver a 360-degree brand experience
  • B2B
  • B2C
  • Branding
  • Customer Experience
  • Strategy

Conflict, What is it Good For? Absolutely Everything

  • Tyler Farnsworth, August United
  • Tyler Farnsworth
  • Leverage tensions to fuel creativity
  • Incorporate conflict into the structure of your next campaign
  • Share examples of healthy conflict from various industries
  • Understand pattern interrupts and use them to propel your brand
  • B2B
  • B2C
  • Branding
  • Strategy

Generation Entertain Me: How Gen Z is Changing Everything

  • Monica Cravotta, WP Engine
  • Monica Cravotta
  • Understand how the shift from inform to entertain driven by a digital dependence can impact your brand
  • Rethink your digital experience as the human experience
  • Create a predictive personalized experience
  • B2B
  • B2C
  • Strategy

How Does Your Martech Stack Stack up? Harness the Power of Your Tech Stack

  • Sabra Willner, Lenovo Software
  • Arik Abel, Lenovo Software
  • Sabra Willner
  • Arik Abel
  • Create a plan to get your marketing tools under control
  • Develop a forward-looking martech stack management strategy
  • Provide better training, collaboration and support for purchased technology
  • Make smarter software decisions and investments
  • Analytics
  • Data
  • Emerging
  • Strategy

How Overlooking African American Consumers is Impacting Your Bottom Line

  • Stephanie Caudle, Black Girl Group
  • Stephanie Caudle
  • Market to multicultural consumers without being racially insensitive
  • Understand how the racial diversity of your internal marketing team impacts your external marketing
  • Create a diverse pipeline in a non-diverse industry
  • B2B
  • B2C
  • Branding
  • Social

Three New Strategies for Optimizing Your Digital Campaigns with Dynamic B2B Data

  • Anna Fisher, ZoomInfo Inc
  • Anna Fisher
  • Understand why markets are moving from static data to data-driven, dynamic B2B data
  • Use intelligent and automated persona development to enhance your strategy
  • Integrate data directly into your workflows which is imperative for continued success
  • B2B
  • B2C
  • Conversion
  • Data

The Forgotten Phase of the Marketing Funnel: Driving Consideration in The Digital Age

  • Nick Stagge, ExpertVoice
  • Nick Stagge
  • Better understand your target consumer & who they turn to for advice on what to buy
  • Think holistically around how to take control of the consideration phase of the buying journey
  • Scale the voice of people making trusted recommendations
  • B2B
  • B2C
  • Conversion
  • Customer Experience
  • Strategy

2:50 pm - 3:20 pm

Three Actionable Ways to Amplify Video Marketing Success on Social Media

  • Jason Hsiao, Animoto
  • Jason Hsiao
  • Incorporate a data-centric approach to amplifying social & brand marketing initiatives with video
  • Understand the strategy behind creating thumb-stopping video content for Facebook, Instagram and YouTube
  • Develop a daily video marketing strategy that reaches specific audiences, and creates measurable impact
  • Walk away with a playbook full of fresh insights on video marketing and the platforms on which you should focus
  • B2B
  • Data
  • Social
  • Video

Thought Leadership Disrupted: New Rules for the Content Age

  • Angela Everitt, The Economist Group
  • Angela Everitt
  • More rapidly identify which content works best for the B2B client and why
  • Reframe your content strategy to make your organization a thought partner, rather than a thought leader
  • Be the go-to source of content for executives in your org
  • Develop a new distribution, format and cadence framework to reach your target audience
  • B2B
  • Content
  • Strategy

Using Facebook to Build High-Converting Sales Funnels for ANY Business

  • Jordan Steen, Cereal Entrepreneur Academy
  • Jordan Steen
  • Use our Facebook Sales Funnel template to build sales funnels for YOUR business or marketing strategy.
  • Understand the difference between nurturing a Facebook lead and slamming ads in their face.
  • Customize your content/messaging to best fit your leads interests.
  • Incorporate your Facebook marketing strategy with your other marketing verticals (email, website, blog/vlog, etc.).
  • B2B
  • Content
  • Conversion
  • Mobile
  • Social
  • Strategy
  • Video

How AI Will Let Us Be Marketers Again

  • Alexandra Sardarian, IBM
  • Alexandra Sardarian
  • List how artificial intelligence is already changing marketers’ daily work
  • Understand what’s real about AI-powered marketing, today
  • Easily get started with AI-powered marketing”
  • B2B
  • B2C
  • Data
  • Emerging

Search Engine Optimization in a User First World

  • Jake Finkelstein, Method Savvy
  • Jake Finkelstein
  • Evaluate your website’s current user experience through the lens of search engine optimization.
  • Utilize user experience design principles to improve SEO performance.
  • Build better audience personas to align exceptional user experiences with searcher intent.
  • B2B
  • B2C
  • Conversion
  • Data
  • Search

Putting a Real Value on Your Testing and Optimization Program

  • Steve Rude, Thomson Reuters
  • Steve Rude
  • Calculate annual test impacts in a more accurate manner than past models.
  • Organize test results to show value in the most important areas of your business
  • Design auto-calculating spreadsheets
  • Show leadership testing’s impact in a language they understand
  • B2B
  • B2C
  • Conversion
  • Measurement
  • Strategy

Seven Psychological Triggers Every Marketer Should Master

  • Daniel Codella, Wrike
  • Daniel Codella
  • Effectively wield seven of the most powerful psychological triggers to influence your audiences
  • Identify specific ways to improve your messaging to be more effective and impactful
  • Quickly build trust with existing and potential customers
  • B2B
  • B2C
  • Branding
  • Content
  • Strategy

3:35 pm - 4:05 pm

How to Win the UX War on the Corporate Battle Field

  • Lynne Adams, Johnson & Johnson
  • Lynne Adams
  • Diagnose and overcome common obstacles marketers face when convincing colleagues and management to prioritize user experience
  • Create a strategy to effectively communicate the benefits of design to your organization
  • Build stakeholder trust and confidence by articulating the value of good UX
  • Identify allies who will help build momentum on your journey to promoting a user-centric culture
  • B2B
  • B2C
  • Strategy
  • UX/Design

Personalizing Emails and Notifications to Drive Customer Success

  • Seth Weisfield, Pinterest
  • Seth Weisfield
  • Understand how Pinterest moved from manual content curation to automation
  • Develop strategies for leveraging customer data to personalize email and push notifications
  • Avoid the pitfalls of integrating automation into consumer marketing programs
  • Leverage new tactics in your day to day marketing programs regardless of scale
  • Conversion
  • Data
  • Email
  • Mobile

KPIs of Tomorrow: Pragmatic Advice for Digital Marketers

  • Jeremy Goldman, Proponent
  • Jeremy Goldman
  • Understand the ever-changing landscape of marketing automation and its effect on digital marketing programs
  • Adopt “enduring metrics” to assess your marketing performance, even as your tactics and programs change
  • Define your own approach for determining KPIs for today and for tomorrow
  • B2B
  • B2C
  • Measurement

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
  • Data
  • Emerging
  • Paid Advertising

Filmmaking in Marketing Simplified: How to Tell Better Stories

  • Derek Lavon Dienner, MAKE Films
  • Derek Lavon Dienner
  • Develop a creative brief process to strategically craft videos to connect to your audience
  • Implement three ways how to grow empathy to tell better stories
  • Use personal tragedy to inspire better stories
  • B2B
  • B2C
  • Content
  • Video

4:20 pm - 4:50 pm

Winning with Social: Finding Success Through Engagement, Creativity and Video

  • Ryan Spoon, ESPN
  • Ryan Spoon
  • Define what success on social means to each platform … and to you
  • Understand why engagement is your “north star” and understand how to affect it across various platforms
  • Implement a winning strategy across various platforms, formats and features
  • Learn from examples in testing, measurement and iteration
  • Measurement
  • Social
  • Strategy
  • Video

Tips, Tools, and Tactics For More Successful Content

  • Paxton Gray, 97th Floor
  • Paxton Gray
  • Use a free template to improve/speed up keyword research specifically for content creation
  • Explore new tools in the industry to help with content creation
  • Use data to produce content your audience will want
  • Examine the human algorithm and its effect on content marketing strategy
  • B2B
  • B2C
  • Content
  • Data

Harnessing the Power of Amazon: Customer Acquisition, Lead Generation, and Proof of Concept Sales

  • Robyn Johnson, Best From The Nest
  • Robyn Johnson
  • Use Amazon as a way to drive growth for brands and products
  • Understand key elements for Amazon SEO and conversion
  • Get initial conversions and protect your brand on Amazon
  • B2C
  • Conversion
  • Search
  • Strategy

Talking to Technology: How Voice Can Improve Your Customer Experience

  • Jon Nemargut, SAS
  • Jon Nemargut
  • Better understand natural language technology and how to utilize it
  • Avoid frequent pitfalls of natural language solutions
  • Deliver your brand and personality to customers through voice
  • B2B
  • B2C
  • Customer Experience
  • Emerging

The Pitfalls of Being a Data Hoarder and 3 Steps to Recovery

  • Angela Earl, Haatzama Marketing
  • Angela Earl
  • Assess the health of your systems and integrations
  • Evaluate the health and accuracy of your data
  • Connect data collection and analysis to key business initiatives
  • B2B
  • B2C
  • Conversion
  • Data

4:50 pm - 5:50 pm

Closing Reception hosted by Campaign Monitor

Join us Internet Summit 2018