Agenda

Session Filters

Day 1 Tuesday, June 27

PRE-CONFERENCE INTENSIVE WORKSHOPS

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  • June 27
  • 8:30 am - 12:45 pm
  • Stage 1
  • Pre-Conference
  • Strategy Development | How to create a plan that guides all your content efforts
  • Ideation | Ways to play ""content Moneyball"" and come up with hundreds of topic ideas painlessly
  • Content Creation | What types of content are out there and how each can be created
  • Optimization | Don’t press publish before you follow these simple, yet essential SEO best practices
  • Promotion | Get social and understand what platforms work best for you and if paid ads can help
  • Distribution | How you can get more eyes on your content through targeted, off-site channels
  • Lead Nurture | Email is a vital component of a content strategy that keeps your relationships alive
  • Measurement | Learn what core KPIs to look at to understand failures and successes
Show Session Description
  • June 27
  • 8:30 am - 12:45 pm
  • Stage 4
  • Pre-Conference
  • Stay ahead of Google updates and prepare for SEO of today and tomorrow
  • List common technical problems that plague sites and how to fix them
  • Use persona data to attract targeted traffic
  • Take keyword research to a deeper level, including uncovering search intent
  • Build a search-engine friendly website structure
  • Get the most out of mobile and voice queries
  • Develop a content strategy based upon topical density that drives traffic
  • Identify high quality backlink opportunities
  • Put it all together— Create a customized, step-by-step SEO plan to get results
  • Use checklists, benchmarks and workflows to get your SEO work done
  • Report results and initiatives to key decision makers within the organization
Show Session Description
  • June 27
  • 8:30 am - 12:45 pm
  • Stage 3
  • Pre-Conference
  • 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
Show Session Description
  • June 27
  • 1:15 pm - 2:25 pm
  • Opening Keynote
Show Session Description
  • June 27
  • 2:45 pm - 3:15 pm
  • Stage 2
  • Assess the state of computational approaches to emotional sensing in both hardware and software modalities.
  • Better understand the scientific complexities of measuring human emotion.
  • Develop a perspective on computational approaches to emotional sensing.
  • Build a concrete action plan for integrating emotional intelligence into your marketing strategies
Show Session Description
  • June 27
  • 2:45 pm - 3:15 pm
  • Stage 3
  • Align metrics from AdWords to make big impacts on your business goals
  • Use tips on how to influence and increase Google’s elusive Quality Scores in your campaigns
  • Leverage your mobile strategy in our micro-moment world
  • Avoid or correct common pitfalls of remarketing/RSLA
Show Session Description
  • June 27
  • 2:45 pm - 3:15 pm
  • Stage 5
  • 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
Show Session Description
  • June 27
  • 3:35 pm - 4:05 pm
  • Stage 2
  • Develop strategically targeted ongoing customer/user forums
  • Create research activity that is engaging for the participant (not just another survey!)
  • Embrace mixed methods across quant and qual to build rich insight
Show Session Description
  • June 27
  • 3:35 pm - 4:05 pm
  • Stage 4
  • Create and execute an effective multi-channel strategy
  • Deliver coordinated and personalized messages by account and persona
  • Measure and attribute channel contribution to pipeline and revenue
Show Session Description
  • June 27
  • 3:35 pm - 4:05 pm
  • Stage 3
  • 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
Show Session Description
  • June 27
  • 4:25 pm - 4:55 pm
  • Stage 2
  • 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
Show Session Description
  • June 27
  • 4:25 pm - 4:55 pm
  • Stage 5
  • 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
Show Session Description
  • June 27
  • 4:25 pm - 4:55 pm
  • Stage 3
  • Choose between outsourced and in-house content providers
  • Put the best people in content development roles
  • Use proven ways to get your writers on the same page
  • Build a sustainable process that will keep you producing great content -- without going insane.
Show Session Description
  • June 27
  • 5:15 pm - 5:45 pm
  • Stage 2
  • 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
Show Session Description
  • June 27
  • 5:15 pm - 5:45 pm
  • Stage 5
  • Develop a simple customer journey map and better manage your customers’ expectations
  • Analyze the gaps in your current offers and campaigns, and where profits are leaking out
  • Apply advanced new techniques to reduce customer churn
Show Session Description
  • June 27
  • 5:15 pm - 5:45 pm
  • Stage 3
  • Tips to establish a culture that embraces change
  • Ways to use connection to overcome insular thinking
  • Steps to institutionalize flexibility into your business
Show Session Description
  • June 27
  • 5:45 pm - 6:45 pm

Opening Reception

Show Session Description

Day 2 Wednesday, June 28

  • June 28
  • 8:30 am - 9:00 am
  • Stage 3
  • Understand what’s driving change in consumer and business buyers
  • List key metrics and their impact on your customers’ path to purchase
  • Determine investments you can make to gain competitive advantages
  • Explore potential impacts on your bottom line and the digital maturity of your organization
Show Session Description
  • June 28
  • 9:20 am - 9:50 am
  • Stage 2
  • Understand ways that real-time data capabilities can help increase your business revenue
  • Learn how to use real-time data to surface personalized experiences
  • Leverage behavior data to increase retention and conversation
  • Enable innovation in your business though data insights
Show Session Description
  • June 28
  • 9:20 am - 9:50 am
  • Stage 1
  • Understand key marketing trends driving change and innovation in marketing technology
  • Identify strategic marketing technology capabilities that drive business value
  • Discuss how enterprise marketing technology will evolve over the next several years
  • List the hottest emerging marketing technologies
  • Review a new marketing technology framework to meet marketers’ needs
Show Session Description
  • June 28
  • 10:10 am - 10:40 am
  • Stage 1
  • Use the provided roadmap to consistently create remarkable marketing
  • Go into your next creative brainstorm ready to ask the right questions
  • Understand how even "boring industries" can create remarkable work
Show Session Description
  • June 28
  • 10:10 am - 10:40 am
  • Stage 2
  • 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
Show Session Description
  • June 28
  • 10:10 am - 10:40 am
  • Stage 3
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch tests and campaigns with greater understanding and precision
  • Use and understand the data from your results more efficiently for future tests
Show Session Description
  • June 28
  • 11:10 am - 11:40 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
Show Session Description
  • June 28
  • 11:10 am - 11:40 am
  • Stage 2
  • 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
Show Session Description
  • June 28
  • 12:00 pm - 12:30 pm
  • Stage 1
  • 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
Show Session Description
  • June 28
  • 12:00 pm - 12:30 pm
  • Stage 5
  • Track valuable consumer actions on your website
  • Link specific goals and conversions to your consumers’ stages in the buying funnel
  • Find and report on unique data in Google Analytics
Show Session Description
  • June 28
  • 12:50 pm - 1:55 pm
  • Lunch Keynote
Show Session Description
  • June 28
  • 2:15 pm - 2:45 pm
  • Stage 2
  • Understand the #1 reason content doesn't convert for most companies
  • Launch a content marketing program with no budget
  • Develop new tools for measuring your content strategy success the right way
Show Session Description
  • June 28
  • 2:15 pm - 2:45 pm
  • Stage 3
  • Understand the fundamentals behind why Design Thinking works
  • Implement a rock solid Design Thinking process to your product and marketing campaigns
  • Advanced tops for applying Design Thinking Methodology to your web strategies
Show Session Description
  • June 28
  • 2:15 pm - 2:45 pm
  • Stage 5
  • Implement strategic location-focused CTAs and ad units
  • Adapt voice search to your paid media strategies
  • Increase engagement and conversions though social media
  • Optimize your mobile page speed and design for the thumb
Show Session Description
  • June 28
  • 2:15 pm - 2:45 pm
  • Stage 4
  • Develop an actionable cross-channel marketing strategy
  • Use audiences across Google and Facebook
  • Implement an attribution model to properly credit each touch point
  • Measure top-line ROI and incremental lift of a unified program
Show Session Description
  • June 28
  • 3:05 pm - 3:35 pm
  • Stage 1
  • Integrate Snapchat and Instagram Stories into your social strategy to drive business with younger consumers
  • Determine how your brand can scale its micro-storytelling content efforts even with a small team
  • Create compelling micro-storytelling content regardless of industry
  • Apply the latest best practices in on-demand Snapchat geofilters—from graphics and pricing to strategic targetinge
Show Session Description
  • June 28
  • 3:05 pm - 3:35 pm
  • Stage 3
  • Reframe your content strategy to make your organization a thought partner, rather than a thought leader
  • Better understand the B2B audience and their needs
  • Be the go-to source of content for executives
  • Innovate with distribution, format and cadence to reach your target audience
Show Session Description
  • June 28
  • 3:05 pm - 3:35 pm
  • Stage 2
  • Interpret performance metrics for stronger signals about what’s working and what’s not
  • Translate metrics to staff to make data actionable
  • Leverage new ways to use real-time analytics to deepen engagement with your content
Show Session Description
  • June 28
  • 3:55 pm - 4:25 pm
  • Stage 1
  • 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
Show Session Description
  • June 28
  • 3:55 pm - 4:25 pm
  • Stage 2
  • List the five characteristics of human happiness that influence brand loyalty
  • Understand how far apart our conscious minds are from our unconscious when it comes to what we say vs. what we do
  • Define your brand’s ESP – Emotional Selling Proposition
  • Better use marketing and digital technology to create emotional bonds and psychological loyalty
Show Session Description
  • June 28
  • 3:55 pm - 4:25 pm
  • Stage 3
  • 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
Show Session Description
  • June 28
  • 4:40 pm - 5:10 pm
  • Stage 1
  • Perform deep content topic ideation to capture organic traffic
  • Shift your strategy to adopt agile methodologies
  • Use a Hub & Spoke content model
  • Understand why search engine optimization is more critical than ever
Show Session Description
  • June 28
  • 4:40 pm - 5:10 pm
  • Stage 2
  • Structure your SEO roadmap
  • Know what to make room for in your SEO budget as a marketing executive
  • Create your content in a way machines and humans like it
  • Better place yourself in your competitive environment
Show Session Description
  • June 28
  • 4:40 pm - 5:10 pm
  • Stage 3
  • Determine what customers you should be focus on and how to find them from your own data
  • Use the best marketing channels to reach your customers and drive higher marketing ROI
  • Create an investment strategy that achieves the marketing goals you are looking for
Show Session Description
  • June 28
  • 5:10 pm - 6:00 pm

Closing Reception

Show Session Description

Day 3 Monday, October 30

  • October 30
  • 8:30 am - 4:00 pm
  • Masterclass

Building and maintaining an effective social media presence for your brand or organization can seem like a 24/7 job for an entire army of people. But today even mega brands are often forced to do more with less, not to mention those who are a lone superstar on a social team of one. Plus with limited budgets and constantly changing platforms, the job of a social media marketer can seem like mission impossible. Whether your team is big or small, join this day long workshop to learn advanced strategies and I-should-have-thought-of-that hacks to manage a best in class social media presence. This fun, interactive session will cover both strategic and tactical approaches to help you prioritize where and how you spend your time on social media.

You’ll receive an online interactive workbook to use during the workshop which will allow you to walk through exercises and customize the information and insights you learn to your company or brand so you can take it back to the office and begin implementing immediately.

In this full day workshop we will cover topics including:

  • Setting Social Strategy: Learn to identify goals, avoid shiny object syndrome and focus on driving meaningful impact for your organization
  • Latest Trends: Refresh on the latest trends and updates for Facebook, Twitter, Instagram, Snapchat, YouTube and more to keep your tactical approach up to date
  • Building Community: Offer value to your audience in a way that feels authentic, personable and still on-brand
  • Visual Content Creation: Learn techniques for creating compelling visual content regardless of your industry (yes, even B2B companies!)
  • Leveraging UGC and Brand Ambassadors: We’ll cover case studies for effective use of user generated content and brand ambassadors to drive engagement and save social media managers time
  • Employee Engagement: Collaborate better with internal stakeholders and empower employees as brand advocates to improve your brand’s reach and interaction online
  • Broadcasting Your Brand: Get more out of your video content on YouTube and Facebook to convert followers into sales (including live video!)
  • Micro-storytelling and Influencers: Use Instagram Stories and Snapchat to reach younger consumers and evaluate if leveraging influencers can help your brand achieve its goals
  • Measuring Impact: Learn how to measure what matters across social channels
  • Scaling Your Efforts: Identify the right tools for your team (or yourself!) to get organized, streamline your social media management processes, and boost results
  • What’s Next: Identify future trends to help your brand or organization get and stay ahead of the curve

About Your Instructor: Laura Wilson is the Director of Digital Engagement & Social Media at Georgetown University, one of the world’s leading academic and research institutions located in Washington, DC. She has a track record for creating or improving successful social media programs for global brands such as Hilton Hotels & Resorts, ICF International and Cvent. At Georgetown Laura sets the university’s social media strategy including leading an award-winning first-person video documentary series “Georgetown Stories” which shares the lives of 11 undergraduate students. Laura also volunteers her time consulting on social media strategy for several non-profits in the DC area.

Show Session Description
  • October 30
  • 8:30 am - 4:00 pm
  • Masterclass

Mastering search engine optimization (SEO) is very much like trying to hit a moving target. With hundreds of search engine algorithm changes every year, it can get overwhelming and even a little frustrating. Just when you think you have it figured out, new technology emerges, online consumers evolve and search engines publish major updates. Instead of trailing behind, it is critical that you know the tried and true SEO techniques that will drive traffic to your website today and in the future.

This SEO Masterclass will provide you with strategic and tactical knowledge to boost your online visibility. Whether you are building an effective SEO plan from the ground up or just looking to optimize your already awesome strategy with advanced-level tips and tactics, this Masterclass is for you. You will walk away with both the strategic ideas and nitty gritty tactics to get the greatest visibility and conversion for your company.

There will be a mix of technical and marketing tactics that will drive targeted traffic to your website. We'll focus on intermediate to advanced information, but the information will be presented in such a way that it encompasses everyone.

You'll receive an online interactive workbook to use during the workshop, which will allow you to walk through exercises, and personalize the information you learn to your company or brand. Plus, you will be able to start working on the tactics while getting feedback from the instructor and of course, there will be ample Q&A time.

At the end of this workshop, you'll be able to:

  • Stay ahead of Google updates and prepare for SEO of today and tomorrow
  • List common technical problems that plague sites and how to fix them
  • Use persona data to attract targeted traffic
  • Take keyword research to a deeper level, including uncovering search intent
  • Build a search-engine friendly website structure
  • Optimize your pages the right way
  • Get the most out of mobile and voice queries
  • Develop a content strategy based upon topical density that drives traffic
  • Conduct in-depth content audits to improve the quality of your website
  • Uncover hidden gems in Google Analytics and Google Search Console
  • Identify high quality backlink opportunities
  • Put it all together- Create a customized, step-by-step SEO plan to get results
  • Use checklists, benchmarks and workflows to get your SEO work done
  • Report results and initiatives to key decision makers within the organization

About Your Instructor: Mindy is the founder and president of Market MindShift, as well as a digital marketing strategist, national speaker, trainer and published author. Mindy has taught search engine optimization courses to companies of all sizes. Mindy co-authored The Marketing Avengers and Rich and Thin: Slim Down, Shrink Debt, Turn Calories Into Cash (McGraw Hill). She is a contributor to SearchEngineJournal.com and StreetFightMag.com has been interviewed on Fox, NBC and ABC. She has also been quoted as an expert in The Huffington Post and The Washington Post. She is also an adjunct marketing professor at Grand Canyon University.

Show Session Description