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Pre-Event Monday, March 04

10:00 am - 4:00 pm

Influencer Masterclass: Cultivating a Powerful Network for Link Building, Social Media Evangelism, and PR​

Masterclass
  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross

We’ll cover topics including:

  • Influencer Audit: Learn how to quickly and quantifiably evaluate existing backlinks, web and press mentions, social mentions, and referral traffic for business value and growth opportunity.​
  • Identify and Qualify: Learn to identify potential influencers for link building, social media, and news media and how to sort, qualify, and prioritize each for outreach.​
  • Influencer Resources: Learn how and when to either pivot existing content and resources or create brand new resources for influencers across various disciplines. This section will include evaluating when to get involved in paid influencer engagements.​
  • Outreach: Learn how to work with Email, Social and Paid Placements to develop and cultivate long term influencer/press relationships.​
  • Tools: Learn more about the tools featured during this workshop and how to use them to get organized, streamline your influencer management processes, and boost results​
  • Case Studies: See how best practices work in real marketing situations and gain insight on how to integrate with your business needs.​

At the end of this masterclass, you’ll be able to:

  • Assess your current influencer programs and resulting traffic
  • Determine current business value and growth from your influencer programs and set future goals
  • Identify additional opportunities to build relationships with new sites and influencers in your industries
  • Evaluate what content and resources you have or need to develop in order to support your programs
  • Grow your long term press/influencer relationships
  • Know when to get involved with paid influencer engagements​
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • SEO & Search
  • Social Media

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

Masterclass
  • Thom Craver, CBS Interactive
  • Thom Craver
  • The most effective goal-focused social strategies for your business
  • Better understanding of how your web traffic and customer behaviors correlate to your organization’s business objectives
  • More effectively leveraging and packaging Content, Search, and PPC in your social strategies
  • Understanding your audience/customer/influencer personas better and translating those into better paid ad campaigns
  • Staying up to date with the ever-changing trends, algorithms, and tools impacting your social engagement
  • Streamlining your social media management processes, scaling effortlessly, and boosting results
  • Creating tighter, higher converting goals and funnels
  • More in-depth understanding of your site visitor data and behaviors
  • Understanding and utilizing the attribution modeling methods that will impact your marketing the most
  • Advanced segmentation tips for turning standard metrics into game-changing KPIs
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Day 1 Tuesday, March 05

8:30 am - 12:30 pm

Move Prospects Through the Customer Journey With a Solid Content and Digital Marketing Strategy

AM Workshop
  • John Triplett, Vertical Measures
  • John Triplett
  • Create ‘your’ customer journey and gain the ROI benefits of mapping that journey
  • Understand why it’s vital to create content that resonates with your audience at different stages of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beat the competition in search and beyond
  • Know where, when and how to promote your content in a way that encourages engagement and moves your prospects through the customer journey
  • Build an audience that you own, not rent, and the prove the value it creates for your organization
  • Evaluate your return on investment (ROI) for your digital marketing efforts
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing
  • Strategy

How to Hack Facebook’s Algorithm Changes

AM Workshop
  • Carlos Gil, Gil Media Co.
    • 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
    • Paid Advertising
    • Social Media

    Email 2020: Email Marketing for This Year & Beyond

    AM Workshop
    • Michael Barber, Godfrey
    • Michael Barber
    • Explain why email still matters for brands
    • Understand permission and list building/hygiene
    • List the metrics that impact deliverability
    • Decipher how internet service providers score engagement
    • Use a roadmap for managing inactive subscribers
    • Design and develop an impactful email
    • Know why subscribers open and why they don’t
    • Personalize and segment your subscribers
    • Determine the right frequency for your brand and subscribers
    • Fit email into your demand generation plan
    • Determine the right email metrics for your brand
    • Review what the future of email might look like over the next few years.
    Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
    • B2B
    • B2C
    • Email Marketing
    • Strategy

    1:15 pm - 2:15 pm

    Are We There Yet?

    Keynote
    • David Shing, Oath
    • David Shing

    In a world where over 2 billion smartphones occupy our visual attention and it feels like we are stuck thumbing through life, we have quickly evolved to include other senses that aren’t limited to AR, VR, MR, or RR. How are creatives going to adapt and reinvent in a world of transparent interfaces? A place where sight is now joined with sound and motion? Welcome to hearable, feelable and wearable technology—powered by data, intelligence, sensors and more. How does this impact our behavior and ensure technology is making us more human?

    It sounds serious, but this keynote will be a lighthearted discussion designed to help you with some fresh insights, particularly with the next generation of consumers and how brands are surviving the new paradigm of retail in this overwhelming influx of technology trends.

    2:30 pm - 3:00 pm

    Reinventing Content Marketing Into a Measurable Business Strategy

    • Robert Rose, Content Marketing Institute
    • Robert Rose
    • Use a key framework to assess the purpose of your current and future approach to content marketing
    • Implement a usable approach to measuring audiences as the means of proving the worth of content marketing as a strategic approach
    • Replicate examples of companies actually achieving strategic, and measurable business value through the use of content-driven customer experience
    • B2C
    • Branding
    • Content Marketing
    • Customer Experience

    Be Customer Obsessed: Using Data to Create a Cohesive Customer Journey across Digital Channels

    • Russ Hannig, Ancestry
    • Russ Hannig
    • Discover what a personalized customer journey across digital channels looks like
    • Understand what data matters and what data doesn’t matter when it comes to being customer obsessed
    • Create personalized and data-driven experiences and then deliver them at moments that matter
    • Develop a consistent omnichannel strategy for seamless customer journeys
    • B2B
    • B2C
    • Customer Experience
    • Data
    • Strategy

    How Digital Transformation is Disrupting Product Marketing

    • Cydni Tetro, ForgeDX
    • Cydni Tetro
    • Understand why companies are moving from traditional video to interactive experiences
    • Shift your marketing from features-focused to experience-centered
    • Implement best practices for creating product experiences
    • B2C
    • Customer Experience
    • Strategy

    3:15 pm - 3:45 pm

    Get More Out of Every Email You Send

    • Austin Smith, ActiveCampaign
    • Austin Smith
    • Send more actionable emails
    • Easily segment for every stage of the customer lifecycle
    • Simplify your processes and improve reporting
    • Prove your value with better results
    • Email Marketing

    Make Your Social Media Strategy a Best Seller

    • Thomas McMinn, Utah Department of Health
    • Katie McMinn, Utah Department of Health
    • Thomas McMinn
    • Katie McMinn
    • Create a social media strategy using storytelling principles
    • Use social sentiment to increase ROI
    • Analyze the effectiveness of this type of social strategy​​
    • B2B
    • B2C
    • Content Marketing
    • Data
    • Social Media

    Death to Display Ads

    • Phil Herbert, Phil Herbert Consulting
    • Phil Herbert
    • Understand the relevant metrics to accurately measure the true return on your display buys
    • Find out what channels would be more effective to spend your ad budget on
    • Be able to navigate some of the hidden risks to your brand when running display campaigns
    • Paid Advertising
    • Strategy

    4:00 pm - 4:30 pm

    Digital Advertising and Data: Fulfilling the Mad Men Creative Promise

    • Michelle Stinson Ross, Apogee Results
    • Michelle Stinson Ross
    • Understand the relationship of ad creative to audience and content
    • Use your new working knowledge of the various creative elements of social ads
    • Test for the best combination of creative​​
    • Strategy

    Why Your Brand Works in the “Real World” But Fails When Online

    • Juntae DeLane, Digital Delane, Digital Branding Institute
    • Juntae DeLane
    • Properly build a digital brand
    • Leverage mico-moments on social media to increase visibility
    • Shift in consumer behavior impacts your content strategy
    • Create content that social media algorithms actually like.
    • Understand why it’s no longer about products and services, it’s about brands.
    • Shift from being transactional to experiential
    • B2B
    • B2C
    • Branding
    • Content Marketing
    • Conversion
    • Social Media

    Automate or Die: How to Reduce the Complexity of Paid Media

    • Michelle Roberts, Finch
    • Michelle Roberts
    • Understand what AI and ML can do for your digital spend
    • Discern why automation is key
    • Feel confident about job security in the era of bots
    • Make your paid search work more impactful and efficient
    • B2B
    • Emerging
    • Paid Advertising

    4:45 pm - 5:15 pm

    How to Run a Content Practice (Without Inciting Mass Panic)

    • Matt Ingwalson, Heinrich
    • Matt Ingwalson
    • Clearly articulate a strategic goal and map your content to meet it
    • Determine the pieces you need to produce – and when to share them
    • Assign accountability for who concepts, produces and approves tactics
    • Develop a process that allows you to cost-effectively produce content for mobile, social and owned channels
    • Content Marketing
    • Strategy

    Three Ways to Dramatically Improve Your Email Results

    • Caroline Matis, Emma
    • 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
    • Conversion
    • Data
    • Email Marketing
    • Strategy

    Field of Dreams: People May Come to Your Site but Will They Take Action

    • Mike Nelson, Lonely Planet
    • Mike Nelson
    • Develop a construct of idea planning and execution of your website design
    • Think outside of the box in the ways that your customer data is gathered and used
    • Better understand why you should continue to test and iterate different designs, even with good results
    • Determine which customers to target and how to drive additional value for them
    • B2B
    • B2C
    • Conversion
    • Customer Experience
    • Data
    • UX & Design

    5:15 pm - 6:15 pm

    Opening Reception

    Get your networking on. The opening reception is a great opportunity to make new industry connections and reconnect with old friends too. Hoist a beverage or two while you reflect on today’s awesome content. Mingle with onsite exhibitors, speakers, and fellow attendees to talk shop about your biggest marketing challenges, while having some fun in the process.

    Day 2 Wednesday, March 06

    8:30 am - 9:00 am

    B2B Account Based Marketing: Align Your Digital Marketing for Sales Success

    • Bob Tripathi, Digital Sparx Marketing
    • Bob Tripathi
    • Gain marketing and sales alignment
    • Create digital tactics to target accounts
    • Tie MarTech platforms with digital activities
    • Create content for the right customer persona
    • Measurement

    Get More for your Marketing Dollars with Customer Insights

    • Gaurav Issar, Allant Group
    • Gaurav Issar
    • Understand why insights are only as good as the breadth and depth of the customer data you analyze
    • Quickly act on and execute personalized interactions based on those insights
    • Measure your successes or failures in order to acquire more customers and revenue
    • B2C
    • Conversion
    • Data
    • Measurement

    9:15 am - 9:45 am

    Six Data-Validated Tactics to Increase Marketers Qualified Lead Volume

    • Garrett Mehrguth, Directive Consulting
    • Garrett Mehrguth
    • Execute on six tactics that have been statistically proven to increase qualified lead volume
    • Avoid four widely implemented tactics that simply do not work
    • Analyze your current marketing efforts with a list of questions that will spark your journey towards repeatable and scalable growth
    • B2B
    • Conversion
    • Strategy

    Should You Fire Your Chief Marketing Officer?

    • John Triplett, Vertical Measures
    • John Triplett
    • Understand changing role of the CMO (or lead marketing executive)
    • Explain the emerging skill set every marketing executive should possess
    • Recognize why ROI should drive the CMO’s actions and decisions
    • Grasp where the marketing executive should focus time and resources
    • Answer whether or not your CMO is allocating budget to the right channels
    • Determine if your marketing executive is setting the organization up for future success by focusing on an ‘owned’ audience
    • Know when the CEO is really the one to blame
    • B2B
    • B2C
    • Strategy

    A Strategic Plan For Video Marketing to Maximize Exposure & Sales

    • Desiree Martinez, All-In-One Social Media
    • Desiree Martinez
    • Determine what types of videos to start creating
    • Choose a platform that is best for your videos and goals
    • Follow easy steps for distribution on various platforms
    • Implement ongoing promotion of your video content
    • B2B
    • B2C
    • Content Marketing
    • Social Media
    • Video Marketing

    10:00 am - 10:30 am

    How to Leverage Modern Web Technologies for Increased User Engagement

    • Erica Trittschuh, Google
    • Erica Trittschuh
    • Create a frictionless and helpful user-first strategy across all platforms, including Assistant
    • Determine if your site and landing pages are meeting user demands for speed on the web
    • Understand the value of modern web technologies such as Accelerated Mobile Pages and Progressive Web Apps
    • B2B
    • B2C
    • Customer Experience
    • Emerging
    • Mobile Marketing

    Why Your Facebook Ads Keep Failing: Lessons Learned From Spending Over $1 Million Dollars in FB Ads

    • John Huntinghouse, Epic Marketing
    • John Huntinghouse
    • Perform a retrograde analysis in order to lower CPA, CPL, CPC and increase traffic and CTRs for your clients/companies
    • Understand how to better setup experiments properly in order to build upon your learnings gained from them for the campaigns that you are running
    • Create better marketing strategies that actually convert
    • Conversion
    • Paid Advertising
    • Social Media

    Design, Meet Content. Content, Meet Design

    • Brittney Urich, Ogilvy
    • Brittney Urich
    • Understand the principles behind compelling experience content
    • Evaluate the effectiveness of your product’s current content, and identify how you can improve it
    • Reframe your design process to incorporate both content and design
    • B2B
    • B2C
    • Content Marketing
    • UX & Design

    11:00 am - 11:30 am

    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 Marketing
    • Strategy

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

    • Brian Lahey, Genius Monkey
    • Brian Lahey
    • 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

    Flourish or Fold: The Five Practices of Particularly Resilient Digital Marketers

    • Taryn Stejskal, Cigna
    • Taryn Stejskal
    • Interpret why resilience is more important than ever for the digital marketer
    • Understand and implement the five practices of particularly resilient digital marketers
    • Appreciate what resilience is and is not – and how to use resilient behaviors to address challenge personally and professionally
    • Further develop your own resilience and the resilience of those around you on your team, within your company
    • Strategy

    11:45 am - 12:15 pm

    What Marketers Can Learn About Social Media from DJ Khaled and Drake

    • Carlos Gil, Gil Media Co.
      • 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 Marketing
      • Conversion
      • Social Media

      Maximize ROI Through Data-Standardized Attribution

      • Mikel Chertudi, Strala
      • Mikel Chertudi
      • Understand the many layers of marketing attribution and why it’s challenging
      • Identify the gaps in your current data collection process and where efficiencies could be made
      • Start to lay the groundwork for successful marketing attribution
      • B2B
      • B2C
      • Data
      • Measurement

      The New Science of Authenticity for Building a Lasting Brand

      • Jeremy Hendon, CoBionic
      • Jeremy Hendon
      • Develop a coherent strategy for building trust and authenticity across platforms and industries
      • Craft ad and sales copy that converts deeper customer relationships into higher lifetime value
      • Consistently create brand messaging that deeply resonates and “sticks” with consumers
      • B2B
      • B2C
      • Branding
      • Conversion

      12:30 pm - 1:15 pm

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

      Keynote
      • Michael Barber, Godfrey
      • Michael Barber

      Look at all the research you’re encountering around you. Whether it’s coming from your own sources of customer feedback or third-party research firms, there is one thing that customers care about and that is their experience. And too often than not, we are failing to meet our customers’ basic expectations. Perhaps even worse, we continue to look at new channels or platforms as bright shiny objects that we layer onto already terrible experiences. We often also forget that every time an organization delivers a superior experience, customers expect that experience or better.

      1:30 pm - 2:00 pm

      Influencers: Cultivating a Powerful Network for Linkbuilding & Social Media Evangelism

      • Michelle Stinson Ross, Apogee Results
      • Michelle Stinson Ross
      • Identify and qualify influencers from several sources
      • Craft news, messages, and value propositions that matter to the press and industry influencers
      • Create outreach strategies that span the longer influencer engagement process
      • Mobile Marketing
      • Social Media
      • Video Marketing

      Advance Your Email Marketing Efforts by Focusing on Cross-Channel and Design

      • Bruce Swann, Adobe
      • Bruce Swann
      • Strike the perfect balance of engagement across marketing channels
      • Apply an innovative approach to email efforts in your cross-channel strategy
      • Create beautifully designed email experiences​​
      • B2B
      • B2C
      • Content Marketing
      • Email Marketing
      • Strategy

      (Art)ificial: How to Start Leveraging AI Without Losing Your Brand

      • Anne Gherini, Affinity
      • Anne Gherini
      • Start implementing AI today without diluting your brand
      • See why AI will not replace humans, but instead enhance our work
      • Understand how these technologies can save your team time and money
      • Learn the mistakes that many make in bringing AI into their business strategy (ie. chatbots)
      • Measurement
      • SEO & Search

      2:15 pm - 2:45 pm

      The Most Powerful Email Data Lessons Can be Found in the Movie Groundhog Day

      • Sam Douglass III, 250ok
      • Sam Douglass III
      • Better understanding of GDPR, Panel Data’s upheaval, and email data privacy concerns
      • Explore “hidden” email data including spam traps and blacklists, DMARC policy protection, proper email list validation, and email engagement analytics
      • Explore email innovations such as Google’s AMP updates and Annotations, Microsoft’s Business Profile Experience, BIMI and emailing with Smart Speakers
      • B2B
      • B2C
      • Conversion
      • Data
      • Email Marketing

      Using UX Writing with Marketing to Speak to Your Customers

      • Amy Gebler, Nordstrom
      • Amy Gebler
      • List the core principles of UX
      • Understand the differences between UX Writing, Microcopy and Marketing copy and how they work together to improve engagement
      • Engage stakeholders using the UX Writing process
      • Implement UX Writing principles even if you don’t have a UX Writer
      • B2B
      • B2C
      • Content Marketing
      • Customer Experience
      • UX & Design

      3:00 pm - 3:30 pm

      Defining and Analyzing the Modern Consumer Decision-Making Journey

      • Mark Michael, MarkMichael.io
      • Mark Michael
      • Define and analyze the modern consumer decision-making journey
      • Understand the complexities and intricacies of consumer decision-making
      • Leverage a customer-centric and data-centric approach across the journey
      • Zoom in on how you can improve journey stages and zoom out on how you can improve your approach to support the entire modern consumer decision-making journey
      • B2C
      • Content Marketing
      • Emerging
      • Mobile Marketing
      • UX & Design

      Bridging Silos Between SEO, UX, and Content for Big Marketing Wins

      • Rebekah Baggs, ONWARD
      • Rebekah Baggs
      • 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
      • B2B
      • B2C
      • Content Marketing
      • SEO & Search
      • UX & Design

      3:45 pm - 4:15 pm

      Social Commerce Strategies that Drive Sales

      • Obele Brown West, Weber Shandwick
      • Obele Brown West
      • Understand the shopping behaviors that’ve shifted in the face of digital media and smartphone technology
      • Effectively leverage platforms that are evolving their ad products and consumer experiences to lean into ROI marketing objectives
      • Use the tools and resources that’re necessary to take advantage of content-to-commerce opportunities
      • Learn and apply best practices from brands that’ve successfully taken advantage of new opportunities in social commerce
      • Social Media
      • Strategy

      4:15 pm - 5:15 pm

      Closing Reception

      Before you say adieu…join us for a last hurrah. Have a final toast to your new chums, and cheer each other on as you go out to use your new marketing powers and ideas for good. Sadly, DS is over for this year, but applying all your new digital marketing knowledge and insight is only just beginning!

      Join us at Digital Summit Salt Lake City 2020