Agenda | Digital Summit Portland

Agenda

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

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Day 1 Tuesday, July 12

8:30am - 12:30pm

Become an SEO Rockstar: Actionable Strategies, Tactics & Tools

Masterclass
  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein

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

  • Troubleshoot and fix common technical errors that hurt rankings and traffic
  • Prepare for site migrations (including https) and re-designs
  • Analyze your audience for SEO purposes · Map keywords to the buyer’s journey
  • Find and pursue additional SERP opportunities, such as featured snippets, image and video results
  • Audit your existing content to find hidden gems and problem areas
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure your website to create themes
  • Develop a content strategy based upon topical density that drives traffic
  • Increase online publicity and brand awareness through SEO techniques
  • Create an SEO strategy that can be implemented in prioritized steps
Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

Organizing your Digital Properties to Connect Data to Business Decisions

Masterclass
  • Colleen Harris, Sincro
  • Colleen Harris

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

  • Audit Google Analytics set-up for proper data flow and collection on your site plus see why setting up alerts are so important
  • Judge your current Google Analytics goals for engagement and conversions
  • Build custom funnel segments in Google Analytics to compare user flows on your website
  • Understand the different attribution models in Google Analytics and the pros and cons of each
  • Tackle Google Tag Manager with tricks and a cheat sheet for creating triggers and tracking
  • Learn the basics of Google Data Studio as an automation tool for reporting. You’ll discover how different data sources connect to the report and how to edit existing reports as you add your own filters
  • Follow along as we build a Data Studio report from scratch. You’ll be able to identify the question you want to answer, find the answer in Google Analytics, and apply design principles of data to show the value of your work to internal and external stakeholders

Included with Platinum Passes, upgrade required for Main Event Passes
  • Data & Analytics

Conversion Optimization for Every Business

Masterclass
  • Brian Massey, Conversion Sciences
  • Brian Massey

After this Workshop, you’ll be able to:

  • Design a website and landing pages with high conversion rates
  • Effectively use data to manage design teams
  • Determine what to test and what not to test
  • Answer design questions before launch
  • Learn best practices from live reviews of your websites and landing pages

Who should attend?

This workshop will be very effective for any business that is selling online or generating leads for the business online: Digital marketers, Business owners, CMOs, Designers, UX professionals and Copywriters.

Included with Platinum Passes, upgrade required for Main Event Passes
  • Lead Gen / Conversion / Retention
  • UX & Design

1:15pm - 2:15pm

Preparing for the Future of Marketing

Keynote
  • Tiffani Bova, Salesforce
  • Tiffani Bova

After this session, you’ll be able to:

  • Embrace change with optimism
  • Understand the evolution of trust and loyalty in customer-brand relationships and apply best practices to maintain strong engagement
  • Implement a digital first experience across the customer lifecycle

  • Strategy

2:30pm - 3:00pm

Marketing in the Metaverse: Why and How Brands Can Engage in Virtual Worlds

  • Kent Lewis, Deksia
  • Kent Lewis

After this session, you’ll be able to:

  • Capitalize on new opportunities to market in the metaverse
  • Develop and implement strategies to engage audiences in virtual worlds
  • Identify the importance of the metaverse to the future of marketing and who the key players are

  • Emerging Technology

Content Deep Dive: How to Audit, Improve, and Generate New Content

  • Ashley Segura, TopHatRank.com
  • Ashley Segura

After this session, you’ll be able to:

  • Perform your own content audit (with a spreadsheet template to take home)
  • Create content that outranks the competition (and analyze competitor content)
  • Generate hundreds of new topic ideas (that your ideal audience is searching for)
  • Update your existing content and identify which topics to reuse (the optimized way)
  • Develop a content strategy that converts (and the spreadsheets to keep you organized along the way)
  • Content Marketing

How to Increase Conversion Rates By 35% in 120 Days

  • Ayat Shukairy, Invesp
  • Ayat Shukairy

After this session, you’ll be able to:

  • Identify the right items you should test and effectively measure the impact on your bottom line
  • Set up a work flow (technology and process) to maximize efficiency with your lead conversion program
  • Use proven resources and timelines to hit the ground running and start increasing your conversion rates
  • Lead Gen / Conversion / Retention

3:15pm - 3:45pm

What’s the Story? Amplifying Equitable Brand Messaging

  • Cherise Bernard, McCann New York
  • Cherise Bernard

After this session, you’ll be able to:

  • Apply key concepts of equity for audiences in your marketing and branding strategy
  • Glean effective tactics from brand campaigns that are “doing it well”
  • Implement practical strategies to differentiate your marketing strategy towards inclusivity

This session is for any digital marketer that wants to understand how to reach broader audiences with a focus on inclusion and equity.

  • Branding
  • Diversity & Inclusion
  • Inclusive Marketing
  • Storytelling

Conversion Optimization for the Hero’s Journey

  • Brian Massey, Conversion Sciences
  • Brian Massey

After this session, you’ll be able to:

  • Understand the stages of the hero’s journey and apply the insight to your messaging efforts
  • Implement persuasive techniques to drive increased conversions
  • Avoid hurting your brand when using conversion optimization tactics
  • Lead Gen / Conversion / Retention
  • Storytelling

5 Steps to Build Data-Driven Video Strategies

Sponsored by Effectv, A Comcast Company
  • Luke Fowler, Effectv, A Comcast Company
  • Luke Fowler

After this session, you’ll be able to:

  • Understand what data sets should inform your video strategy
  • Build reach across a fragmented video ecosystem
  • Make considerations for audiences, geography & creative
  • Better measure success with video

This session is for anyone who is utilizing or considering TV & video in their marketing mix and is looking for proven criteria to build data-driven video campaigns that deliver effective results.

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Video Marketing

4:00pm - 4:30pm

Breaking Conway’s Law: Converting Business Logic into Successful MarTech Execution

Sponsored by Pantheon
  • Garrett Gillas, MRM / McCann
  • Garrett Gillas

After this session, you’ll be able to:

  • Understand how dysfunction gradually slows down marketing organizations and what the root causes are, and make the necessary improvements
  • Learn how to increase team efficiency and center workstreams around data-driven strategy
  • Guide your marketing team to better results while doing less work by studying audience segmentation and moving past traditional persona marketing

Who should attend? This session is for digital marketers that have been tasked with driving the growth pipeline for their business. Also, anyone that has tried and struggled to assemble a cross-discipline marketing team will find this very helpful.

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Marketing Operations

Attract Organic Traffic That Will Convert Into Customers

  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein

After this session, you will be able to:

  • Pull valuable data from Google Search Console to improve keyword rankings
  • Identify keywords that will get the right type of traffic
  • Develop content ideas that drive conversion
  • Measure your progress and refine your strategy

  • Content Marketing
  • SEO & Search

Future Proofing Your Instagram Approach

  • Lauren Teague, Convince & Convert
  • Lauren Teague

After this session, you’ll be able to:

  • Reset your Instagram approach to maximize on sweeping platform changes
  • Apply a Creator’s mindset to Instagram content
  • Measure Instagram success using non-vanity metrics

  • Social Media

4:30pm - 5:15pm

Opening Reception

5:30pm - 6:30pm

Networking Hour at Dr. Jack’s at the Rose Quarter

Hosted by David Long of the Portland Trailblazers and Lauren Teague of Convince & Convert.

Day 2 Wednesday, July 13

8:30am - 9:00am

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

Getting Started with AB Testing

  • Brian Massey, Conversion Sciences
  • Brian Massey

After this session, you’ll be able to:

  • Collect and manage ideas
  • Determine which ideas should be AB tested
  • Understand the limitations of AB testing

This session is for digital marketers, agencies, and designers who want to advance their use of data in the design process.

  • Lead Gen / Conversion / Retention
  • UX & Design

Engaging the NextGen: Optimizing for Reels, TikTok and Other Video Media

  • Hope Horner, Lemonlight
  • Hope Horner

After this session, you’ll be able to:

  • Master platform specific video content for TikTok, Reels, YouTube Shorts and more
  • Better reach Gen Z by understanding what makes them different from other generations
  • Combat ad fatigue and capitalize on second screen media to captivate audience attention

This session is for digital marketers who have several years’ experience with video marketing and want to understand how to reach new audiences more effectively and better understand emerging distribution channels.

  • Consumer Behavior
  • Content Marketing
  • Social Media
  • Video Marketing

9:15am - 9:45am

How to Make Paid Social Work for Your B2B Efforts

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth

After this session, you’ll be able to:

  • Identify and advertise to every target account in your total addressable market
  • Apply tips and tactics for getting your ideal customer persona to convert directly into a sales meeting from paid social campaigns
  • Access proprietary industry benchmark data across cost per conversion, cost per lead, cost per opportunity, cost per customer, and more
  • Replicate the exact copy, creative, offers and call to actions Directive uses across millions of dollars of spend to drive tens of millions in revenue
  • B2B
  • Paid Advertising
  • Social Media

Think Different: The Boundaries of Creativity Are Meant to be Pushed

  • Tyler Farnsworth, Campfire
  • Tyler Farnsworth

After this session, you’ll be able to:

  • Look to the edges to help propel new levels of creative thought inside your organization
  • Gain an elevated perspective of what’s possible
  • Return to the office ready to rock the boat and create your own future

  • Consumer Behavior
  • Creativity
  • Customer Experience

10:00am - 10:30am

Email Automation Tactics to Get New & Repeat Business on Autopilot

Sponsored by Constant Contact
  • Dave Charest, Constant Contact
  • Dave Charest

After this session, you’ll be able to:

  • Execute email automation campaigns that welcome new subscribers and start building relationships
  • Create automated email series that map to your goals
  • Use data to optimize and automate more timely and relevant emails

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Email Marketing

Going Back to the Office Doesn’t Have To Suck

  • Matt Ingwalson, Executive Creative Director
  • Matt Ingwalson

After this talk you’ll be able to:

  • Understand the surprising drivers of creative thinking and apply it to your work life
  • Apply best practices from some of the most creative workspaces in history
  • Have nine realistic to-dos that will make people come to work because they want to

This session is for anyone responsible for creating a creative culture in the workplace (and anyone who’s ever hated going to the office to begin with).

  • Culture, Impact & Leadership

How To Get Pop-Culture Buzz on a Shoestring Budget

New Session
  • 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

10:30am - 11:00am

Networking Break

Hosted by Quantum Lifecycle Marketing

11:00am - 11:30am

Creativity, Content and Whiplash: How to Build a Consistent Digital Voice

  • Matt Ingwalson, Executive Creative Director
  • Matt Ingwalson

After this session, you’ll be able to:

  • Set up a new-model team that moves seamlessly between creative and content projects
  • Plan content-driven ecosystems that work for all audiences, even senior citizens
  • Find efficient ways to create consistency and accountability across channels
  • Branding
  • Content Marketing

Believe in the Data: Taking the Fear Out of Google Analytics 4

  • Colleen Harris, Sincro
  • Colleen Harris

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

  • Use a checklist to successfully start transitioning to GA4
  • Organize your website goals for easy transition into conversions
  • Better understand “predictive audiences” and how to take advantage of them
  • Utilize all the best tricks to creating events and building out a sharable report

  • Data & Analytics

Influence for Impact: Persuasion Tactics that will Drive Buy-in Across Your Organization

Sponsored by GoDaddy
  • John Boyle, GoDaddy
  • John Boyle

After this session, you’ll be able to:

  • Harness the attributes you need to become a master persuader
  • Leverage persuasion techniques to improve how you frame projects to get cross-functional buy-in
  • Embody persuasion every day to build your credibility and improve your career

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Professional Development

11:45am - 12:15pm

Content First Omnichannel Planning

  • Patty Radford Henderson, Annum
  • Patty Radford Henderson

After this session you’ll be able to:

  • Garner top-down alignment on an omnichannel approach to strategic planning
  • Establish an overarching and prioritized content plan
  • Develop cross channel content programming

Who should attend? This session is for marketers who are striving to deliver more integrated omnichannel experiences and need some quick wins to get things moving in the right direction.

  • Content Marketing

Win Buyers and Influence Sales with Search Optimized Content

  • John Triplett, Ignite Visibility
  • John Triplett

After this session, you’ll be able to:

  • Analyze your best performing content to create guidelines for content creation that best resonates with your audience
  • Ideate and create content that is optimized for search and will rank on page one of Google
  • Be more competitive in searches with content that ranks on page one of search results

  • Content Marketing
  • SEO & Search

Demystifying the Metaverse: Future-Proof Your Marketing Plans, Now DeLorean Free

  • Joe Cox, The Pop-Marketer
  • Joe Cox

After this session, you’ll be able to:

  • Use the Pop-Marketing Method to break down and better understand future marketing trends
  • Understand the buzzword-free definition of the future metaverse and what it really means for marketers today
  • Empower this year’s marketing plans while preparing for the future

  • Emerging Technology
  • Metaverse

12:15pm - 1:15pm

Lunch Pickup & Break

1:15pm - 1:45pm

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

How to Create a Strategic Email Marketing Plan

  • Stephanie Ristow, Ristow Marketing
  • Stephanie Ristow

After this session, you’ll be able to:

  • Map your customer lifecycle
  • Develop a comprehensive email marketing campaign
  • Create an email reporting and optimization plan

  • Email Marketing

Apply these Lifecycle Marketing Techniques and Experience eCommerce Growth

Sponsored by Quantum Lifecycle Marketing
  • Josh Aberant, Quantum Lifecycle Marketing
  • Josh Aberant

After this session, you’ll be able to:

  • Engage existing and past customers and encourage them to purchase more
  • Achieve ROI on your acquisition spend by increasing the lifetime value of every customer that comes through your store
  • Implement essential retention campaigns
  • Get buy-in on your lifecycle marketing plans and align your team on the goals
  • Build a loyal brand following

Who should attend? This session is for ecommerce digital marketers who are looking for ways to boost their revenue without increasing ad spend.

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Ecommerce

2:00pm - 2:30pm

How to be the Chief Storytelling Officer for Your Brand

Sponsored by Ideas Collide
  • Matthew Clyde, Ideas Collide
  • Matthew Clyde

After this session, you’ll be able to:

  • Capture data and use tools to inform your story (there is a story in every data point)
  • Drive story and human connection from the inside out, and move towards the direction of an employee-driven brand
  • Leverage content to super charge your own channels, especially amid current data changes by 3rd party and social media channels
  • Plan and tackle micro-content storytelling from TikTok and other “continuous” story channel media to reach new audiences and brand advocates

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Content Marketing
  • Storytelling

Easy-Win SEO Tricks that Build Your Authority for Faster Rankings

  • Rachel Hernandez, The HOTH
  • Rachel Hernandez

After this session, you’ll be able to:

  • Determine where to focus your efforts to get the most bang for your ROI buck
  • Adapt to recent changes in SEO and what Google expects from businesses today
  • Apply hyper-focused SEO strategies that not only generate traffic but increase conversions
  • SEO & Search

9 Tips to Power Charge Your Marketing Career

  • Mary Killelea, Intel
  • Mary Killelea

After the session, you’ll be able to:

  • Harness the specific traits you need to power charge your career
  • Improve your communication skills
  • Think holistically for your next career move
  • Professional Development

2:45pm - 3:15pm

Game On: Apply In-Game Advertising Strategies to the Metaverse

  • Bill Forelli, Frameplay
  • Bill Forelli

After this session, you’ll be able to:

  • Identify the nuances between gaming and the future metaverse, and how to gauge legitimate advertising opportunities in virtual worlds
  • Learn why some in-game placements are fundamentally unique from traditional forms of digital advertising like web- or mobile-based buys (Hint: because they are integrated into the game engine itself!)
  • Develop a clear strategy on how to properly measure new placements like intrinsic ad contexts in virtual worlds
  • Emerging Technology
  • Paid Advertising

Taking Your Reporting to Infinity and Beyond

  • Colleen Harris, Sincro
  • Colleen Harris

After this session, you’ll be able to:

  • Ask the right questions as you identify what “success” is for your website or your client
  • Set goals for engagement and conversion success metrics, as you see the importance of alerts, user flow and custom sequence segments in Google Analytics
  • Audit Google Analytics to verify traffic from different vendors and strategies as you learn the right types of data-driven questions for campaign growth
  • Pull in data with strategy to present wins in a way clients will understand
  • Automate reporting with Google’s Data Studio

  • Data & Analytics

Harnessing the Power of the New Creator Economy

  • Anna Myers, Sparkloft Media
  • Anna Myers

After this session, you’ll be able to:

  • Identify opportunities for your brand within the creator economy
  • Take steps to incorporate creators into your content strategy
  • Differentiate creators from influencers and harness their standing as digital powerhouses

  • Branding
  • Content Marketing
  • Strategy