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Pre-Event Monday, March 04

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
  • 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

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

Day 1 Tuesday, March 05

8:30 am - 12:30 pm

Conquering the Customer Journey with Content Marketing

AM Workshop
  • Shana Sullivan, Vertical Measures
  • Shana Sullivan
  • 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
  • B2C
  • Content Marketing
  • Strategy

How to Hack Facebook’s New Algorithm Changes

AM Workshop
  • 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

45 Tactics to Take Your Email from Zero to Hero

AM Workshop
  • Michael Barber, Godfrey
  • Michael Barber
  • At the end of this workshop, you’ll be able to:
  • 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 lik
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes

1:15 pm - 2:15 pm

Opening Keynote

Keynote
  • David Shing, Oath
  • David Shing

2:30 pm - 3:00 pm

Reimaging, Rediscovering and Reinventing Your Brand through Storytelling

  • Develop an actionable plan for creating a more consistent and refreshing look and feel for your brand
  • Evolve your writing voice to be more conversational across all of your content marketing
  • Create awesome video content to share your ‘why’
  • B2B
  • B2C
  • Branding
  • Content
  • Strategy

Going Mobile: Adjust Your Marketing Strategy to Fit in a Mobile-First World

  • 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
  • Mobile Marketing
  • Strategy

3:15 pm - 3:45 pm

What? How? Why? Building Query Personas to Power Your Content Strategy

  • Understand Google’s drive to satisfy every query
  • Ideate & research your customer’s intent based needs
  • Produce content that both users and bots should love
  • Drive relevant organic & social traffic to engage your audience
  • Build a content strategy based on Question Personas (and success!)
  • B2C
  • Content
  • Conversion
  • SEO & Search

Experiential Marketing and Influencing the Consumer Journey

  • Develop an actionable brand experience for your target demographic in order to drive conversion and brand loyalty
  • Better understand the importance of social media engagement vs social media following
  • Comprehend the importance of influencers to brand experiences and conversions
  • Recognize strategic brand partnerships that lead to great brand experience
  • B2C
  • Branding
  • Content
  • Customer Experience

Death to Display Ads

  • 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

How To Prepare For Voice Search To Change Customer Discovery

  • Determine voice search’s impact on your business for today and the future
  • Better understand how IAs are “indexing” content to searchers
  • Take those learnings and apply them to your customer acquisition strategy
  • B2C
  • Emerging
  • SEO & Search
  • Strategy

Data Download: The Big Deal On Big Data From Those Who Use it Best

  • Utilize turnkey solutions through innovative targeting tactics and technology
  • Identify the data most vital to marketers and their businesses (1st, 2nd, 3rd, declared data and inferred data, etc.)
  • Understand how to best collect, capture and harness that data for smarter marketing
  • Create a thoughtful data strategy
  • Data
  • Measurement
  • Strategy

4:45 pm - 5:15 pm

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

  • 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

Stop Blasting, Start Conversing! A Success Blueprint for Cultivating Lasting Relationships with Email Marketing

  • Understand the five “levels” of messaging that should be part of your email marketing program
  • Articulate and justify the value and purpose of each level and campaign type
  • Identify the automated email campaigns that best serve your business model and prioritize their importance
  • B2C
  • Content Marketing
  • Email Marketing
  • Strategy

Using Social Media and Content to Build Your Personal Brand and Land Your Next Job

  • Develop your personal brand positioning
  • Build a content strategy for your personal brand
  • Leverage social media to build your personal brand
  • Balance your personal brand with your professional responsibilities
  • Branding
  • Content
  • Social Media

Day 2 Wednesday, March 06

8:30 am - 9:00 am

The Power of Deep Content: Articulating Your Brand Story in a Noisy Environment

  • List 5 verbs that are the necessary building blocks for deep content
  • Unlock the power of pain points
  • Know how and when to use Storytelling vs storyselling
  • Understand and implement deep content’s triple win into your own content game plan
  • B2C
  • Content
  • Strategy

How the Best Brands Use Augmented Reality and Image Recognition to Drive Engagement

  • Define experiential marketing, as well as tactics and uses
  • Explain augmented reality and image recognition
  • Replicate how top brands use these powerful tools by viewing 4 video case studies
  • Integrate your team with strategic technology partners in this space
  • B2B
  • B2C
  • Conversion
  • Emerging
  • Strategy

9:15 am - 9:45 am

So Many Platforms, So Little Time: The Right Content for the Right Platform

  • Better understand the unique audiences on each of your social media marketing platforms
  • Develop a unique strategy for each of your channels
  • Learn to embrace new and existing features of the platforms to make them work for you
  • Maximize social media engagement by using “found time” to foster creativity
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Strategy

Measuring the Moment: Pro tips for Monitoring User Behavior

  • Create and use events to understand user behavior
  • Use a tag manager to measure events, goals and other data points
  • Track people, not disjointed sessions, using existing site data
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • SEO & Search

Email Accessibility: How to Truly Captivate, Communicate and Connect with every Subscriber

  • Understanding of why accessibility within the digital ecosystem is so important
  • Discuss how temporary and permanent disabilities impact digital experiences
  • Make simple HTML code enhancements that will drastically improve email and landing page accessibility
  • Use best practices to design creative in which key messages are not missed
  • Content Marketing
  • Email Marketing
  • Measurement
  • Mobile Marketing
  • UX

10:00 am - 10:30 am

Everyone’s a Star: Making B2B Content Creation a Company Initiative

  • Understand why inauthentic B2B content just doesn’t work (and set your content strategy on a better trajectory)
  • Coordinate your content marketing machine to leverage internal teams
  • Simplify the creation of content from internal experts so you get consistent, valuable material
  • B2B
  • Content Marketing
  • Conversion
  • Strategy

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

  • 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
  • Customer Experience
  • Strategy

Mobile: Why Customers Are Addicted (And What Marketers Can Do About It)

  • See how mobile has changed the way customers shop and what marketers can do about it
  • Understand the psychology to what makes mobile (and the content on it) so addictive
  • Add marketing tactics to your toolkit to help you better reach (and convert) your customers
  • Better position mobile media as a revenue-generating channel within your media mix
  • B2C
  • Mobile Marketing
  • Strategy

Trust by Design: Keeping Your Customer on Your Side

  • 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
  • B2C
  • Strategy
  • UX

11:00 am - 11:30 am

Facebook #LIVE: How to Engage Your Followers and Grow Your Audience in New Ways

  • Why Facebook Live? Learn how going live on Facebook provides the greatest return for your time spent
  • Recommended tools and resources to shoot a great Facebook #LIVE video on any budget
  • Planning and optimizing Facebook Live strategies and campaigns, with step-by-step, hands-on instruction
  • B2C
  • Content Marketing
  • Mobile Marketing
  • Social Media
  • Video Marketing

Align Paid Search and Social Across the Customer Journey

  • Develop the most effective, actionable cross-channel marketing strategy for your business needs
  • Leverage audiences across Google and Facebook better, and with more confidence
  • Implement a new attribution model to properly credit each touch point
  • Measure top-line ROI and incremental lift of a unified program
  • B2B
  • B2C
  • SEO & Search
  • Social Media

Enhance Customer Experience Using Analytics and Experimentation

  • 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
  • Conversion
  • Customer Experience
  • Data

11:45 am - 12:15 pm

Using Storytelling to Magnify Content Strategy

  • 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
  • B2C
  • Branding
  • Content
  • Strategy

Defining and Analyzing the Modern Consumer Decision-Making Journey

  • Mark Michael, Deloitte Digital
  • 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
  • Design
  • Emerging
  • Mobile Marketing

It’s a Pay to Play World: Finding Real Value in Social Media

  • Understand when organic social media can work – and when you will need to leverage paid social media
  • Move past the “boosted post” to targeted social media campaigns that provide results
  • Better measure the results of paid social media campaigns.
  • More expertly dissect winning Facebook and Instagram ad strategies
  • Measurement
  • Paid Advertising
  • Social Media

12:30 pm - 1:15 pm

Lunch Keynote

Keynote
  • Liza Dunning, Airbnb
  • Liza Dunning

1:30 pm - 2:00 pm

Podcasts + Marketing: The Missing Link in Content Marketing

  • Understand the role of podcasts in content marketing strategy
  • Determine metrics for success
  • Learn what you should be podcasting about (and what to avoid)
  • Be prepared for the investment you’ll need to make in order to be successful
  • Content Marketing
  • Measurement
  • Strategy

Prospect Experience Design: How the Right Design Will Turn Researchers Into Buyers

  • Effectively communicate your market position
  • Deliberately guide prospects through key pages and decision points to the right actions
  • Use a detailed, reliable system for holding all design decisions accountable to marketing goals
  • Conversion
  • Data
  • UX

How to Masterfully Version Your Video Content for Unique Audiences

  • Version your video content to appeal to disparate groups such as, lines of business, industries, and net new vs. customers
  • Create video content that can be adapted to co-marketing with various groups such as, partners, ABM customers, and“Must Win” account pursuits
  • Distill video into both gated and ungated content
  • B2C
  • Content
  • Strategy
  • Video Marketing

2:15 pm - 2:45 pm

Managing and Marketing to Millennials

  • Attract, hire and retain Millennials that will surprise and delight you
  • Better understand what millennials want from their workplace leaders
  • Create marketing messages that resonate with millennials
  • Choose marketing platforms that millennials will respond to
  • B2B
  • Social Media
  • Strategy

Advanced Tracking & Enriched SERP Results via Google Tag Manager

  • 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
  • Measurement
  • SEO & Search

Trigger Emails Made Simple

  • Understand, and recognize how trigger emails are different from your other marketing emails.
  • Collaborate with your development team more effectively to keep those emails updated
  • Use a specific strategy to organize your email workflow
  • Create a sense of order amongst the chaos
  • B2B
  • B2C
  • Email Marketing
  • Strategy

3:00 pm - 3:30 pm

What’s Technically Wrong With Your Website?

  • Diagnose common problems that can hurt your search rankings
  • Prioritize technical fixes based on the level of impact on the website
  • Communicate technical implementations to both the marketing and IT teams
  • Identify areas of quick wins
  • Search

Content Marketing Boom or Bust? Surprising Truths and Myths behind Best Practices

  • Choose between being data informed vs. data driven
  • Create a holistic approach to developing and delivering highly engaging content that makes a connection with your audience at multiple touch points
  • Have a deeper understand your audience’s passions and links to brand loyalty
  • Discover new, unsuspected ways to measure success and ROI
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • Social Media

3:45 pm - 4:30 pm

Closing Keynote

Keynote

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