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Agenda

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Day 1 Wednesday, November 15

  • November 15
  • 1:15 pm - 2:25 pm
  • Opening Keynote
  • November 15
  • 2:40 pm - 3:10 pm
  • Stage 2
  • Develop personalized content to drive sales via social
  • Create personalized moments throughout their customer journey to be present when matters
  • Understand how algorithms work across all the social platforms to be more relevant to your audiences
  • November 15
  • 2:40 pm - 3:10 pm
  • Stage 3
  • Create content with an end goal in mind
  • Take a single concept and customize it for multiple channels
  • Identify different types of content to develop a diverse editorial calendar
  • Understand what your audience wants in order to deliver the right message at the right time on the right channel
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 1
  • Cite the latest data on the state of marketing and sales alignment
  • Understand key attributes and activities of the modern B2B seller
  • Investigate the most innovative enablement technologies
  • Incorporate knowledge of current and future B2B buyer trends and preferences into your marketing
  • Identify buyer-centric initiatives that create cohesion between teams
  • Use an action plan to operationalize a 21st-century partnership
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 4
  • Uncover identity problems that commonly lead to marketing failures
  • Refocus your marketing efforts to tell more authentic stories
  • Make small tweaks immediately to boost engagement, trust and reputation
  • Lead others in transforming creative ideas into truly original ones
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 2
  • Survive and thrive as a customer-obsessed business
  • Utilize data to track your audience’s digital footprint
  • Personalize the customer experience
  • November 15
  • 4:10 pm - 4:40 pm
  • Stage 1
  • Create more engaging content to keep your audience engaged to consume more and return
  • Implement a repeatable process for crafting story-based content
  • Uncover customer insights to develop meaningful stories based on personas and buyer journeys
  • Map brand attributes to a distinctive brand voice
  • November 15
  • 4:10 pm - 4:40 pm
  • Stage 2
  • Showcase the best in class budgets and how they are utilized
  • Make the case for increased paid social media budgets
  • Show the true value of your marketing efforts and the impact on business results
  • November 15
  • 4:10 pm - 4:40 pm
  • Stage 4
  • Understand the importance of "UXing" your environment
  • Create a strategic roadmap for your department
  • Identify a measurable opportunity to utilize for validation
  • Identify and utilize the best metrics that validate the ROI of UX
  • November 15
  • 4:10 pm - 4:40 pm
  • Stage 6
  • White hat SEO strategies real brands can actually implement
  • Why your competitors are ranking pages with zero external backlinks
  • SEO skills every digital marketer needs to learn
  • What every PPC manager, developer, web designer, and business owner should know about SEO
  • Why brand search matters and how to protect it
  • Million dollar mistakes companies are making and how to avoid them
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 1
  • Understand how changes the Search and Social landscape are impacting your business
  • Craft winning integrating paid Search and Social campaigns
  • Apply the latest research on the impact combining paid Search and Social efforts
  • Employ paid Social direct response tactics that complement and supplement paid Search campaigns (e.g. Dynamic Product Ads)
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 3
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and precision
  • Use and understand the data from your results more efficiently for future tests
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 4
  • Leverage mobile customers as a built-in focus group
  • Test and iterate on new features quickly by collecting feedback from thousands of customers within days
  • Make data-backed decisions about the direction of the company to ensure you’re building a brand in-line with customer expectations
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 6
  • Develop a deeper appreciation for the thoughtfulness that should go into the design and marketing of an IoT experience.
  • Leverage traditional UX/CX research techniques to gather market data relevant to the IoT consumer experience
  • Add more agile design and marketing techniques for marketing and marketing IOT products/experiences
  • November 15
  • 5:25 pm - 6:30 pm

Opening Reception

Day 2 Thursday, November 16

  • November 16
  • 8:30 am - 9:00 am
  • Stage 1
  • Understand, recognize, and use five key elements of a story
  • Quickly judge the “story worthiness” of a concept or outline
  • Provide keen, more efficient strategic direction for producers, partners, sponsors
  • Get to the gut - craft emotional narratives that resonate with diverse audiences
  • November 16
  • 8:30 am - 9:00 am
  • Stage 3
  • Effectively use data and anaytics to improve Customer Experience.
  • Draw from specific CX metrics use cases to make product improvement decisions.
  • Set up new technical integrations between various analytics tools to seamlessly analyze all relevant CX data
  • Effectively apply qualitative and quantitative data to analyze user behavior
  • November 16
  • 8:30 am - 9:00 am
  • Stage 4
  • Leverage keyword data to unite your UX, SEO, and content efforts
  • Avoid classic marketing mistakes that stem from fractured strategies and disconnected teams
  • Holistically optimize your digital presence across the web with practical, real-world approaches
  • November 16
  • 9:15 am - 9:45 am
  • Stage 1
  • Earning Featured Snippets and occupy position zero in the SERPs
  • Deploying a smart review strategy, which can help local organic reach
  • Growing the audience for your brand with localized content
  • November 16
  • 9:15 am - 9:45 am
  • Stage 4
  • Look at visual and interactive signals to build trust in the experience and product
  • Asses designs for how the viewer will trust their visual and interactive messages
  • Look at a product's long term success based on trust, rather than short-term profit gains
  • November 16
  • 9:15 am - 9:45 am
  • Stage 5
  • Create impactful new marketing strategies that integrates all elements of your customer engagement and customer interactions spectrum
  • Identify new measurements to utilize to determine return-on-investment for new engagement platforms
  • Adeptly determine when to make changes to your strategies to account for new, emerging technologies
  • November 16
  • 10:00 am - 10:30 am
  • Stage 1
  • Understand why the Bee is such an important framework for your marketing decisions
  • Take the Beyoncé approach to your marketing efforts
  • Approach how you keep you and your organization aligned to your customer's needs, and
  • Enjoy some of Sasha Fierce's favorite jams along the way
  • November 16
  • 10:00 am - 10:30 am
  • Stage 2
  • Understand how emerging technologies are changing the mobile engagement landscape
  • Study customer behavior to help predict what users will do next
  • Future-proof your mobile strategies
  • November 16
  • 10:00 am - 10:30 am
  • Stage 3
  • Identify the key 20% of actions that drive 80% of results
  • Adapt to the recent Google changes and position your strategy ahead of the evolving algorithm
  • Use the most recent SEO tools, techniques and strategies that will not break the bank
  • Remove the complexity of tasks and streamline projects to move the needle
  • Collect actionable data to make the case for SEO budget and support
  • Design an agile and inclusive SEO process that works for everyone
  • Eliminate project downtime, reduce cost, and effect transformational change
  • November 16
  • 10:00 am - 10:30 am
  • Stage 4
  • How to use list segmentation to increase open rates by as much as 14%
  • Effectively using the Subject line and Preheader text to encourage a subscriber to view your email
  • Why designing for mobile is so important and which design methodologies are best
  • How to captivate your subscribers by creating a different email experience depending where its opened
  • November 16
  • 10:00 am - 10:30 am
  • Stage 5
  • Change user behavior from “transactional” to “relational”
  • Use algorithms to drive content personalization, and when each works best
  • Implement workflow processes that augment staff labor with automatic data-surfacing
  • November 16
  • 11:00 am - 11:30 am
  • Stage 1
  • Understand how an “open sourced” brand experience comes to life in the world
  • Design a marketing project applying open source principles
  • Translate the benefits of this approach to your consumers and your team
  • November 16
  • 11:00 am - 11:30 am
  • Stage 2
  • Develop genuinely useful personas
  • Incorporate user roles more strategically into your integrated marketing plans
  • Create Customer Journey Maps that are actually usable
  • Introduce Experience Maps into your digital strategy
  • Develop better, more advanced A/B Testing methodologies
  • November 16
  • 11:00 am - 11:30 am
  • Stage 4

With recent marketing technology innovations, there has never been a better time for B2B companies to leverage remarketing. But despite best efforts, marketers are still dropping the ball on this incredibly value channel. In this session you will learn the five remarketing mistakes B2B marketers are making,

  • November 16
  • 11:00 am - 11:30 am
  • Stage 6
  • Understand what makes an effective question
  • Use customer data and feedback to determine your metrics
  • Prioritize your metrics into three buckets that keep you in the know
  • Measure marketing success based on metrics that came from customer data
  • Walk into your next executive meeting with a story, not just numbers
  • November 16
  • 11:45 am - 12:15 pm
  • Stage 1
  • What changes Google has made that can make a material impact on your business goals.
  • What are the upcoming trends in Organic Search that you need to prepare for
  • How to strategically execute modern SEO
  • How to effectively measure SEO results for business impact
  • How to make the right SEO hire
  • How to find the right SEO partner
  • What tools your team should be using to do effective enterprise-level SEO
  • November 16
  • 11:45 am - 12:15 pm
  • Stage 2
  • Add the 5 verbs that are the necessary building blocks for deep content to your strategic mindset
  • Unlock the power of pain points in your creative copy and customer journey
  • Know how and when to use Storytelling vs storyselling
  • Understand and implement deep content’s triple win into your own content game plan
  • November 16
  • 11:45 am - 12:15 pm
  • Stage 4
  • Know the importance of bringing MarTech and AdTech together, and how it can actually be done
  • Synchronize your brand efforts across all digital touchpoints
  • Achieve better engagement and higher conversions
  • November 16
  • 11:45 am - 12:15 pm
  • Stage 5
  • Better understand how to incorporate augmented reality into consumer activations
  • Use your existing content in new immersive environments
  • Understand the design and consumer interfaces can make or break your marketing campaign
  • November 16
  • 12:35 pm - 1:50 pm
  • Lunch Keynote

Lunch Keynote

  • November 16
  • 2:05 pm - 2:35 pm
  • Stage 5
  • Learn 5 important traits of “digitally fit” organizations and brands
  • Get a framework to assess your organization’s digital fitness level
  • Discover how marketers are leading change and helping their brands get fit today
  • Learn how to make the case for changes in your organization, collaborate across teams, and exceed digital expectations
  • November 16
  • 2:05 pm - 2:35 pm
  • Stage 6
  • Implement and track advanced engagement metrics
  • Find and analyze new data in Google Analytics
  • Add enriched data code snippets to improve SERP results and CTR
  • November 16
  • 2:50 pm - 3:20 pm
  • Stage 1
  • Define the team’s Connected Ecosystem and Connected Design strategy.
  • Inform the teams on the design process of their Connected Ecosystem.
  • Design application for popular streaming media devices like Smart TV’s, Gaming Consoles and devices like Apple TV and Roku.
  • Understand the ways that emerging technologies like VR+AR can be included in the connected strategy.
  • November 16
  • 2:50 pm - 3:20 pm
  • Stage 2
  • How to perform deep content topic ideation to capture organic traffic
  • Ways to shift your strategy to adopt agile methodologies
  • Magic of a Hub & Spoke content model
  • Why search engine optimization is more critical than ever
  • November 16
  • 2:50 pm - 3:20 pm
  • Stage 3
  • How to create dynamic, targeted, predictive & measurable experiences
  • Discussion about the shifting focus from campaigns to content marketing
  • New approaches to experience creation that are cheaper, faster, and more impactful.
  • November 16
  • 2:50 pm - 3:20 pm
  • Stage 4
  • Comprehend why it’s important to think mobile-first
  • Develop a cohesive strategy to making a mobile-first shift
  • Understand what areas still need desktop attention
  • Decide what marketing channels to ditch and which to double down
  • Discover new technologies that can help your company compete in a mobile landscape
  • November 16
  • 3:35 pm - 4:05 pm
  • Stage 1
  • Understand core behavioral differences between millenials and other age cohorts
  • Better understand the complexities of consumers’ fragmented attention spans
  • Know where ad spend and user time growth is occurring across media, and how to use that to your advantage
  • November 16
  • 3:35 pm - 4:05 pm
  • Stage 2
  • Create and use events to better understand user behavior
  • Utilize new tag manager tips and tactics to measure events, goals and other data points
  • Use your data to more expertly track your users and prospects, not a collection of disjointed sessions
  • November 16
  • 3:35 pm - 4:05 pm
  • Stage 3
  • Set priorities for digital copy based on your brand’s voice
  • Turn your SEO strategy into a key tool for building brand value
  • Balance two distinct skill sets: writing for search, and writing for brand
  • Create more cohesion between the terms people search for and the way you talk about what you offer
  • November 16
  • 4:20 pm - 5:20 pm
  • Closing Keynote
  • November 16
  • 4:20 pm - 5:20 pm
  • Closing Keynote

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