Agenda

Session Filters

Day 1 Thursday, November 18

8:30am - 12:30pm

Decoding SEO: How to Build Your Online Visibility – Without the Technical Jargon

Masterclass
  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

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
Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

Secrets of the Email Marketing Strategist

Masterclass
  • Jen Capstraw, Women of Email
  • Jen Capstraw

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
Included with Platinum Passes, upgrade required for Main Event Passes
  • Email Marketing

Burgers, Boxes, Briefs and Bachelor Degrees: Level up and Sell Anything with the Big 5 of Digital Marketing

Masterclass
  • Samantha Kermode, Investis Digital
  • Samantha Kermode

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.

Included with Platinum Passes, upgrade required for Main Event Passes
  • Content Marketing
  • Lead Gen / Conversion / Retention
  • SEO & Search

1:15pm - 2:15pm

$0 Marketing Ideas: How To Market To Millions Without Breaking The Bank

Keynote
  • Jon Youshaei, Formerly of Instagram & YouTube
  • Jon Youshaei

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
  • Social Media

2:30pm - 3:00pm

Inclusive Marketing 201: Developing an Inclusive Marketing Plan & Best Practices for Key Segments

  • Crystal Marie McDaniels, Duke Energy
  • Crystal Marie McDaniels

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
  • B2C
  • Culture, Impact & Leadership
  • Diversity & Inclusion
  • Inclusive Marketing
  • Strategy

More Brain, Less Storm: The Power Of The Creative Process

  • Melanie Deziel, StoryFuel
  • Melanie Deziel

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
  • Content Marketing

7 Steps for Building Branded Site UX

  • Trevor Calabro, Aten Design Group
  • Trevor Calabro

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
  • Branding
  • Customer Experience
  • Website

3:15pm - 3:45pm

The Holy Grail: Building Loyalty and a Brand Community

  • Brandon Raper, Footlocker
  • Brandon Raper

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
  • Branding
  • Consumer Behavior
  • Customer Experience

Vital to the Core: Ignoring Google’s Update Could Crush Your SEO

Sponsored by Investis Digital
  • Samantha Kermode, Investis Digital
  • Samantha Kermode

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.

  • SEO & Search

Main Character Energy: How a Different Way of Viewing Your Audience Unlocks Content That Resonates

  • Quinten Rosborough, Artemis Ward
  • Quinten Rosborough

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
  • Shane Torrey

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
  • Paid Advertising
  • Social Media

Preparing Your Website Data for Google Analytics 4

  • Colleen Harris, Sincro
  • Colleen Harris

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
  • B2B
  • B2C
  • Data & Analytics

A Modern Marketer’s Guide to The Metaverse

  • Joe Cox, The Pop-Marketer
  • Joe Cox

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
  • Voice / AR / VR

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
  • Stephanie Alston

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
  • Content Marketing
  • Website

The Psychology of a Website: Mastering Cognitive Biases, Conversion Triggers and Modern SEO

  • Matthew Capala, Alphametic
  • Matthew Capala

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
  • Content Marketing
  • Data & Analytics
  • SEO & Search
  • Website

Crossing The Sonic Color Line: Strategies for Sonic Diversity

  • Steve Keller, SiriusXM
  • Steve Keller

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
  • Audio
  • Diversity & Inclusion

9:15am - 9:45am

ABM and Sales Velocity: How to Use ABM for Pipeline Acceleration

Sponsored by Terminus
  • Auseh Britt, Terminus
  • Auseh Britt

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.

  • B2B

3 Ways to Revolutionize Your Email Open Rates

  • Emily McGuire, Flourish & Grit
  • Emily McGuire

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”
  • Email Marketing

Marketing in a Post-Pandemic Society

  • Carlos Gil, Gil Media Co.
  • Carlos Gil

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
  • B2B
  • Branding
  • Content Marketing
  • Customer Experience

10:00am - 10:30am

Adapting Quickly in a Wild World: Social Media Tips for the New Roaring ‘20s

  • Sonja Likness, Duke University
  • Sonja Likness

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
  • Social Media

How to Write Content That Ranks

  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

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
  • Content Marketing
  • SEO & Search

Top Three Google Analytics Mistakes You’re Probably Making – and How to Fix Them

  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller

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
  • Data & Analytics

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Lessons Learned from The Harlem Globetrotters Rebrand

  • Sunni Hickman, Harlem Globetrotters
  • Sunni Hickman

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
  • Branding

Tactics for Leveraging Influencer Marketing: Shifting to a Post-Pandemic World and What Lies Ahead

  • Thea Neal, Royal Caribbean
  • Thea Neal

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
  • Influencer Marketing

How to “Steal” the Best Content, SEO and CRO Ideas from the Big Dogs

  • Daniel Russell, Go Fish Digital
  • Daniel Russell

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
  • Content Marketing
  • SEO & Search

11:45am - 12:15pm

Customer Generation: Delivering on the Promise that Demand Generation Forgot About

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth

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
  • Lead Gen / Conversion / Retention

The Schitt’s Creek Guide to Email That Converts

  • Jen Capstraw, Women of Email
  • Jen Capstraw

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
  • Email Marketing
  • Lead Gen / Conversion / Retention
  • Strategy

Convincing Customers to Swipe Right on your Brand

  • Lauren Beane, Cisco
  • Lauren Beane

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
  • Branding
  • Content Marketing
  • Customer Experience
  • Social Media

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

Keynote
  • David Shing, Shingy
  • David Shing

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
  • Consumer Behavior
  • Voice / AR / VR

2:00pm - 2:30pm

How to Create B2B Content That Won’t Put Your Audience To Sleep

  • Paxton Gray, 97th Floor
  • Paxton Gray

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
  • B2B
  • Content Marketing

Modern Market Research: Tactics from the Trenches

  • Sarah Weise, Bixa
  • Sarah Weise

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
  • Consumer Behavior
  • Customer Experience
  • Data & Analytics

How To Pull Off A Profitable Marketing Launch – Without The Team Burnout + Mid-Cart Meltdowns

  • Veronica Romney, VeronicaRomney.com
  • Veronica Romney

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
  • Marketing Operations

2:45pm - 3:15pm

How to Build a Community Growth Strategy from Scratch

  • Jennifer Watson, ActiveCampaign
  • Jennifer Watson

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
  • Customer Experience
  • Social Media
  • Storytelling

10 Brain Science Secrets to Make Your Content 10X More Effective

  • Tom Shapiro, Stratabeat
  • Tom Shapiro

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
  • Content Marketing

Seven Lessons from Running 22,000 AB Tests

  • Ayat Shukairy, Invesp
  • Ayat Shukairy

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
  • AB Testing
  • Conversion
  • Data & Analytics
  • Measurement
  • Website

3:30pm - 4:00pm

#FeelingsMatter: Creating Emotional Customer Connections

  • Michelle Stinson Ross, Mindful Appy
  • Michelle Stinson Ross

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
  • Branding
  • Consumer Behavior

Stop the Scroll: How to Create Engaging Social Video

  • Desiree Martinez, All-In-One Social Media
  • Desiree Martinez

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
  • Social Media

Do More with Less: The Opportunity in Omnichannel Automation

  • Tyria Saul, Google
  • Tyria Saul

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.

  • Lead Gen / Conversion / Retention
  • Omnichannel

4:00pm - 5:00pm

Closing Reception