Agenda | Digital Summit Portland

Agenda

These great sessions have been confirmed so far, with more on the way. Keep checking back for updates!

Session Filters

Day 1 Tuesday, September 21

8:30am - 12:30pm

Unpacking the Decision Journey to Make Better Content

Masterclass
  • Lauren Teague, Convince & Convert
  • Lauren Teague

After this workshop, you’ll be able to:

  • Develop robust audience profiles for stakeholders
  • Build decision journey maps that identify audience motivations and ideal response
  • Analyze existing content efforts and identify gaps
  • Implement a system for creating relevant and impactful content
  • Plan for how to activate and build effective marketing campaigns
Included with Platinum Passes, upgrade required for Main Event Passes
  • Content Marketing

SEO in 2021: Win More Visibility in Customer Searches

Masterclass
  • Greg Gifford, SearchLab Digital
  • Greg Gifford

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

  • Understand how Google’s algorithm functions and which elements it uses for ranking
  • Identify technical issues that could be hurting visibility and user experience
  • Learn how to write content that customers love and Google rewards
  • Learn how to acquire links from other websites to help boost relevance
  • Learn how to gain more visibility in local searches
  • Learn how to optimize Google My Business
  • Learn how to use Google Analytics to track organic performance and site actions
  • Create a prioritized strategy for SEO in 2021
Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

Advanced Email Marketing: Tactics to Build Robust Email Programs

Masterclass
  • Michael Barber, Brand Consultant and Marketing Strategist
  • Michael Barber

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

  • Explain why email still matters
  • Understand the difference between simple and robust email programs
  • Develop a roadmap for managing inactive subscribers
  • Leverage advanced design tactics for your templates
  • Make your emails more accessible
  • Better understand how the ISPs (internet service providers) score your campaigns
  • Move from “”batch and blast”” to segmented and personalized campaigns
  • Develop a robust email metrics dashboard
  • And, see what the future of email might look like
Included with Platinum Passes, upgrade required for Main Event Passes
  • B2B
  • B2C
  • Email Marketing

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

How to Leverage Executives as Powerful Brand Advocates on Social Media

  • Casey Hall, Lumberjack Social
  • Casey Hall

After this session, you’ll be able to:

  • Secure social buy-in from executives for a social media activation
  • Develop a social media content strategy for your executives
  • Create a process for management or support of executive social media deployment
  • B2B
  • Social Media

Ricky Bobby’s Guide to Showing up in Local Searches

  • Greg Gifford, SearchLab Digital
  • Greg Gifford

After this session, you’ll be able to:

  • Understand the additional signals involved with Local SEO
  • Optimize both on-site and off-site signals to influence local search rankings
  • Optimize Google My Business for better visibility and better first impressions with customers
  • SEO & Search

5 Ways to Get the Most Out of Your Agency

New Session
  • Paxton Gray, 97th Floor
  • Paxton Gray

After this session, you’ll be able to:

  • Get access to worksheets and rubrics to make the agency search easier
  • More quickly find Statement of Work (SOW) Alignment that will increase the likelihood of success
  • Gain tools to extract as much value from the agency relationship as possible
  • Culture, Impact & Leadership
  • Marketing Operations

3:15pm - 3:45pm

Leader or Follower? Why There’s No Gray Area in Effective Digital Transformation

  • Sharon Harris, Jellyfish
  • Sharon Harris

After this session, you’ll be able to:

  • Apply the “Know Your Customer” (KYC) operating model and increase efficiencies and effectiveness
  • Apply a step-by-step approach for A/B testing, planning and execution
  • Create a roadmap for future-proofing digital initiatives within your organization
  • Implement best practices based on outcome-focused client case studies demonstrating the four pillars in action
  • Marketing Operations

Put a GIF on it: The Secret to Making Audiences Smile

  • Lauren Teague, Convince & Convert
  • Lauren Teague

After this session, you’ll be able to:

  • Identify the best use cases for GIFs
  • Produce a creative brief for GIF design
  • Use GIPHY to publish and discover GIFs
  • Content Marketing
  • Customer Experience
  • GIFs

More Than Content: Building Communities Via Podcasts

  • Steve Pockross, Verblio
  • Steve Pockross

After this session, you’ll be able to:

  • Produce a podcast for your company’s brand that builds a community based on trust, shared interest, and genuine connection
  • Incorporate podcasts in your content marketing strategy and learn tactics for repurposing audio content
  • Successfully distribute your podcast content to grow your community, increase listenership, and boost brand affinity
  • Content Marketing
  • Customer Engagement
  • Podcasting

4:00pm - 4:30pm

Two’s Company: How to Reach the Sharing Economy Consumer in Your Next Marketing Campaign

  • Molly Kline, Sport Source
  • Molly Kline

After this session, you’ll be able to:

  • Rethink your approach to customer relationships by understanding the shared economy’s impact on marketers
  • Identify new consumer behaviors
  • Better connect to tomorrow’s audience

This session is for experienced marketers looking to better understand the consumer mindset driving the spike in shared economy and looking for creative ways to implement collaborative experiences to create a more intimate relationship between brand and consumer.

  • Consumer Behavior

The Modern Marketer’s Guide to Gaming, AR & NFTs

  • 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

#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

4:30pm - 5:30pm

Opening Reception

Day 2 Wednesday, September 22

8:30am - 9:00am

How to Drive Engagement Across the Customer Journey and Deliver on the Core Promise of Your Product

  • Jonathon Hensley, Emerge
  • Jonathon Hensley

After this session, you’ll be able to:

  • Understand and apply the foundations of alignment to improve your marketing
  • Start mapping customer motivations that drive behavior and take the first step towards aligning to outcomes
  • Uncover new ways to align with the right customers, gaining insight into the jobs to be done, and strengthen your value proposition
  • Customer Engagement
  • Marketing Operations

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
  • SEO & Search
  • Website

How to Engage with Community on Reddit

New Session
  • Joe Federer, [An Internet Reference]
  • Joe Federer

After this session, you’ll be able to:

  • Form deeper customer relationships by understanding how organic user-driven movements start and evolve in online communities
  • Apply brand tactics to engage organic online communities
  • Adapt your strategy for online communities based on their fundamental differences from social feeds
  • Social Media

9:15am - 9:45am

How To Get Pop-Culture Buzz on a Shoestring Budget

  • Joe Cox, The Pop-Marketer
  • Joe Cox

After this session, you’ll be able to:

  • Replicate strategies to start a cultural tidal wave with a limited or virtually no budget, using a case study from Adult Swim
  • Use pop culture to sell your marketing ideas and get invited to the meetings that matter
  • Implement methods to get the maximum buzz with minimal resources using the power of pop culture
  • Branding
  • Content 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

Preparing Your SEO Strategy for 2022 and Beyond!

  • Taylor Kurtz, Crush the Rankings
  • Taylor Kurtz

After this session, you’ll be able to:

  • Understand the recent changes by Google and how to be compliant with these new standards
  • Create a targeted content strategy aimed at driving relevant organic traffic, as well as improve your authority and trust within Search Engines
  • Improve your overall user experience and core vitals to thrive with the ongoing 2021 Page Experience Update
  • Customer Acquisition
  • SEO & Search

10:00am - 10:30am

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

Must-Have Automated Email Campaigns for Every Organization

  • Michael Barber, Brand Consultant and Marketing Strategist
  • Michael Barber

After this session, you’ll be able:

  • Apply tactics to improve existing automated email campaigns
  • Develop new automated email campaigns to build for your subscribers
  • Determine what analytics/metrics to use for automated email campaigns
  • Automation
  • Email Marketing

Negative Nancy: Turning the Bad into Funny in Otherwise Unfunny Times

New Session
  • Michael Albanese, Comedian, Writer & Producer
  • Michael Albanese

After this session, you’ll be able to:

  • Apply clear techniques on how to approach funny content as we leave a lockdown weary world
  • Understand how to approach your own brand or product identity to properly assess the direction of your content
  • Implement tactics to best address the positive and spin the negatives of your brand to create a funny voice
  • Branding
  • Content Marketing
  • Storytelling

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Tapping Into Social Conversation to Build Brand Love

  • Chelsea Dueno, MGM Resorts International
  • Chelsea Dueno

After this session, you’ll be able to:

  • Extract the value that comes with immersing yourself in social platforms and the conversations happening around your brand
  • Determine how, where and when you should tap into social conversations (and most importantly, when you shouldn’t)
  • Build a non-bias analysis on social conversation and turn it into actionable items
  • Content Marketing
  • Social Media
  • Storytelling

SEO Tips for Pinterest and YouTube to Increase Site Traffic

  • Jerri Helms, HarperCollins Publishing
  • Jerri Helms

After this session, you’ll be able to:

  • Include platforms like Pinterest and YouTube in your SEO strategy and understand the benefits of doing so
  • Develop and leverage content for YouTube and Pinterest via competitive keyword research and data optimization
  • Know which free and paid tools to leverage for keyword research
  • SEO & Search
  • Social Media
  • Website

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

11:45am - 12:15pm

Tossing Your Cookies: 2 Trends in 2021 Impacting Digital You Need to Know

  • Christi Olson, Microsoft
  • Christi Olson

After this session, you’ll be able to:

  • Understand important updates surrounding paid and organic search, and privacy/data
  • Be more purposeful and impactful with your search campaigns
  • Make your search marketing efforts more inclusive
  • Adapt your SEM to a cookieless world
  • Data & Analytics
  • Paid Advertising
  • Privacy
  • SEO & Search
  • Website

Instagram Marketing with Intention

  • Quinn Tempest, Create Your Purpose®
  • Quinn Tempest

After this session, you’ll be able to:

  • Create content that *actually* elicits engagement
  • Keep your editorial calendar organized + strategic
  • Stop ghosting your audience and show up consistently
  • Simplify your content creation process
  • Social Media

Delivering Strong B2B Customer Experiences and Personalization to Drive Predictable and Sustainable Growth

  • Lauren Goldstein, ANNUITAS
  • Lauren Goldstein

After this session, you’ll be able to:

  • Apply tactics to deliver better customer experiences based on trends driving the need
  • Take the necessary steps for operationalizing orchestrated buyer engagement
  • Create a cohesive experience by aligning the right people, process, content, and technology
  • Measure and optimize impact on growth
  • Implement best practices based on real world examples
  • B2B
  • Customer Experience

12:45pm - 1:45pm

The Power of Sound and Silence: How to Create Audio Worth Listening To

Keynote
  • Jenny Hoffman, Spotify
  • Jenny Hoffman

After this session, you’ll be able to:

  • Implement best practices for audio creation
  • Incorporate audio as a core element of your marketing strategy
  • Use silence to fuel your creativity
  • Uncover the most impactful audience and cultural insights to develop creative ideas
  • Introduce brainstorming techniques to use with your team
  • Voice / AR / VR

2:00pm - 2:30pm

5 Common Social Media Marketing Mistakes and How to Avoid Them

  • Heidi Williams, Portland State University
  • Heidi Williams

After this session, you’ll be able to:

  • Recognize common social content missteps and apply creative alternatives
  • Utilize key elements of compelling, high-performing content
  • Increase awareness for value-added vs self-promotional content
  • Implement practical tools and methods to get better results
  • Content Marketing
  • Social Media

Marketing in The New Normal: 5 Ways to Readjust Your Content Marketing Plans for 2022

  • Juntae DeLane, DIGITAL DELANE
  • Juntae DeLane

After this session, you’ll be able to:

  • Understand what your adjusted marketing budget should look like in 2022
  • Evaluate content suggestions you can use for the new user’s journey
  • Learn how your competitors are dealing with the crisis and what new best practices you can apply to your content efforts
  • Reframe your thinking to engage better with consumers
  • Content Marketing
  • Marketing Operations

How Brands Can Use NFTs to Engage Consumers and Generate Revenue

  • Kent Lewis, Anvil Media Inc
  • Kent Lewis

After this session, you’ll be able to:

  • Understand the key NFT benefits and challenges faced by brands and marketers
  • Apply best practices from current examples of NFT brand campaigns
  • Implement core strategies for campaigns to help create your own NFT roadmap
  • Ecommerce

2:45pm - 3:15pm

TikTok for Business: What Marketers Need to Know

New Session
  • Carlos Gil, Gil Media Co.
  • Carlos Gil

After this session, you’ll be able to:

  • Understand how to gain visibility by posting humorous or educational content along with trending music without going too far off-brand
  • Tap into a new audience that may not be actively following you on Facebook, etc.
  • Describe TikTok and sell the ‘why’ to key stakeholders
  • Identify and collaborate with TikTok influencers
  • Apply proven strategies from companies who have developed and engaged a loyal following on the platform
  • Content Marketing
  • Social Media

How Our Divided Brains Affect Social Engagement

  • Joe Federer, [An Internet Reference]
  • Joe Federer

After this session, you’ll be able to:

  • Understand how the left and right hemispheres of our brains evolved to perform distinctly different tasks, and apply these insights to improve your social media strategy
  • Apply best practices to generate mass fanaticism on social media and re-evaluate tactics that fail to drive basic engagement
  • Balance moments of surprise and novelty with brand consistency
  • Model optimal first impressions and maximize audience engagement
  • Social Media

The Secret of How to Go from Credibility to Cash In The New Normal

  • Jerry Fletcher, Z-axis Marketing, Inc
  • Jerry Fletcher

After this session, you’ll be able to:

  • Build your brand strategy with guaranteed impact based on how trust is changing around the world
  • Improve company performance by understanding the dollar value of the Integrity Dividend
  • Apply best practices that access the brain chemical Oxytocin to implement the 8 scientifically proven trust-building behaviors that generate hidden profits
  • Branding
  • Consumer Behavior

3:30pm - 4:00pm

Building High-Performing Teams that Deliver Innovative Customer Experiences

  • Ted Battaglia, Nationwide
  • Ted Battaglia

After this session, you will be able to

  • Build environments where people are empowered to take ownership over their work, leading to better and more innovative customer experience outcomes
  • Promote agility by prioritizing work based on user needs, business goals, and technology
  • Create minimal viable products and iterate from them
  • Identify and avoid pitfalls that affect your team’s success
  • Customer Experience
  • Marketing Operations

How to Create a Complete Measurement Strategy for your Digital Experiences

  • Jason Lucey, PK Global
  • Jason Lucey

After this session, you’ll be able to:

  • Understand the role of measurement strategy
  • Provide performance focused leadership to marketing teams
  • Understand the evolving role of analytics thinking in digital experience planning
  • Build a measurement strategy using specific tools and techniques
  • Data & Analytics
  • Measurement

Content SEO Big Wins for Ecommerce Brands: 20% of Actions for 80% Results

New Session
  • Matthew Capala, Alphametic
  • Matthew Capala

After this session, you will be able to:

  • Adapt to the recent Google changes to position your strategy ahead of the evolving algorithm (and the competition)
  • Identify and focus on the 20% of the strategies that will drive 80% business results for your ecommerce website
  • Perform a quick and action-oriented SEO audit to prioritize your content, backlink, and technical strategies
  • Develop an actionable content SEO Roadmap that reduces complexity and breaks down the most impactful tasks into digestible strategies you’ll be able to implement right away
  • Content Marketing
  • SEO & Search

4:00pm - 5:00pm

Closing Reception