Agenda

Session Filters

Day 1 Tuesday, June 12

  • June 12
  • 8:30 am - 12:30 pm
  • Stage 1
  • AM Workshop
  • 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
Show Session Description
  • June 12
  • 8:30 am - 12:30 pm
  • Stage 2
  • AM Workshop
  • Identify technical issues on your website that are hurting rankings and/or performance
  • Prepare for site migrations (including https) and re-designs
  • Uncover hidden gems in Google Analytics and Google Search Console
  • Find and pursue additional SERP opportunities, such as rich snippets, image and video results
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure the 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
  • Win over key executives with the right data and reporting
Show Session Description
  • June 12
  • 8:30 am - 12:30 pm
  • Stage 3
  • AM Workshop
  • 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 like
Show Session Description
  • June 12
  • 1:15 pm - 2:15 pm
  • Opening Keynote
Show Session Description
  • June 12
  • 2:30 pm - 3:00 pm
  • Stage 2
  • Appreciate the true value of thought leadership
  • Apply the Disney model of ""total merchandising"" to your marketing
  • Scale your brand through your most valuable touchpoint: your employees
  • Understanding how to structure a ""60/40"" brand and why it'll lead to more growth
Show Session Description
  • June 12
  • 2:30 pm - 3:00 pm
  • Stage 3
  • 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
Show Session Description
  • June 12
  • 3:15 pm - 3:45 pm
  • Stage 1
  • Create a customized "Video Menu" that fits your audience and business needs
  • Make high-quality videos quickly with scalable templates to use regionally & globally
  • Optimize your video strategy and templates using past and present data
Show Session Description
  • June 12
  • 3:15 pm - 3:45 pm
  • Stage 3
  • 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
Show Session Description
  • June 12
  • 4:00 pm - 4:30 pm
  • Stage 2
  • Build a demand generation plan that meets marketing and sales needs
  • Define your stage-level objectives
  • Map messaging to persona and stage-based segmentation
  • Define pipeline-based goals shared by sales and marketing
  • Establish programs directly related to pipeline objectives
Show Session Description
  • June 12
  • 4:00 pm - 4:30 pm
  • Stage 4
  • 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 12
  • 4:00 pm - 4:30 pm
  • Stage 1
  • 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
Show Session Description
  • June 12
  • 4:45 pm - 5:15 pm
  • Stage 1
  • Understand why you're wired to miss what your messages needs most
  • Use a simple tool for identifying the key concepts needed to drive understanding and action in any presentation or message
  • Turn those key concepts into messages that create the connections (and conversions) you need
Show Session Description
  • June 12
  • 4:45 pm - 5:15 pm
  • Stage 3
  • 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
Show Session Description
  • June 12
  • 4:45 pm - 5:15 pm
  • Stage 4
  • Identify key “frames” within which to tell your stories about your skills and experience for maximum impact
  • Understand the best ways to promote yourself and your brand
  • Connect where you are at this moment in your career with where you want to go for long-term success
Show Session Description
  • June 12
  • 4:45 pm - 5:15 pm
  • Stage 2
  • Better understand the value of SMS messaging for customer retention
  • Utilize data to inform segmentation of your lists and create effective user journeys
  • Develop a concise and actionable long term engagement strategy
  • Learn about messaging tools that you can use to put your plan into action
Show Session Description
  • June 12
  • 5:15 pm - 6:30 pm
  • OPENING RECEPTION
Show Session Description

Day 2 Wednesday, June 13

  • June 13
  • 8:30 am - 9:00 am
  • Stage 1
  • 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
Show Session Description
  • June 13
  • 8:30 am - 9:00 am
  • Stage 2
  • Speak eloquently about the importance of SEO initiatives to executives and other marketers
  • Identify your company's biggest opportunities with SEO around website content, keyword research, and external links
  • Identify your company's traffic and revenue potential if you invest in SEO
  • Understand how SEO ties into the broader marketing funnel
Show Session Description
  • June 13
  • 8:30 am - 9:00 am
  • Stage 3
  • 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
Show Session Description
  • June 13
  • 9:15 am - 9:45 am
  • Stage 1
  • Excavate the essential, intangible truth of your brand
  • Understand how to “read between the lines” of your audience research
  • Better align your organization to deliver a 360-degree brand experience
Show Session Description
  • June 13
  • 9:15 am - 9:45 am
  • Stage 2
  • Convince your executive team why you should start using videos in marketing and other departments
  • Recognize where live videos or video podcasts that cost $0 would benefit the business
  • Get your coworkers to stop creating the same boring testimonial videos that only their mom's watch
  • Determine when to spend money on professional video and use 6 tips to limit your spend
Show Session Description
  • June 13
  • 9:15 am - 9:45 am
  • Stage 4
  • Implement infrastructure for smoother stakeholder collaboration and workflow
  • Create efficient processes that gets content out the door efficiently without compromising quality
  • Identify and remove bottlenecks in common processes such as work intake and review & approval
Show Session Description
  • June 13
  • 9:15 am - 9:45 am
  • Stage 3
  • 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
Show Session Description
  • June 13
  • 10:00 am - 10:30 am
  • Stage 4
  • Discuss current content marketing challenges
  • Talk about what makes an idea or campaign valuable
  • Uncover how poetry can rewire our brains to create better ideas
  • Review 3 poetic rules that can help us become better marketers, business owners, and human beings
Show Session Description
  • June 13
  • 10:00 am - 10:30 am
  • Stage 1
  • Effectively optimize your site to combat Google’s ever-changing algorithm and land on top of the search results.
  • Understand how the popular opinion on paid media view has changed and how to beat your competitors for the bid
  • Get your SEO and Paid teams working together towards the same goal
  • Build and grow your own audience and leverage it for real revenue growth
Show Session Description
  • June 13
  • 10:00 am - 10:30 am
  • Stage 3
  • Identify the key 20% of actions that drive 80% of results
  • Adapt to the recent Google changes and position your strategy ahead of the evolving algorithm
  • Use the most recent SEO tools, techniques and strategies that will not break the bank
  • Remove the complexity of tasks and streamline projects to move the needle
  • Collect actionable data to make the case for SEO budget and support
  • Design an agile and inclusive SEO process that works for everyone
  • Eliminate project downtime, reduce cost, and effect transformational change
Show Session Description
  • June 13
  • 10:00 am - 10:30 am
  • Stage 4
  • 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
Show Session Description
  • June 13
  • 10:00 am - 10:30 am
  • Stage 2
  • 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
Show Session Description
  • June 13
  • 11:00 am - 11:30 am
  • Stage 2
  • 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!)
Show Session Description
  • June 13
  • 11:00 am - 11:30 am
  • Stage 3
  • 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
Show Session Description
  • June 13
  • 11:00 am - 11:30 am
  • Stage 4
  • Identify and fix poorly worded survey questions
  • Understand how to apply user experience principles to surveys
  • Know how sample size affects the accuracy of results
  • Write better, more effective, and accurate surveys
Show Session Description
  • June 13
  • 11:00 am - 11:30 am
  • Stage 3
  • 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
Show Session Description
  • June 13
  • 11:00 am - 11:30 am
  • Stage 1
  • 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
Show Session Description
  • June 13
  • 11:45 am - 12:15 pm
  • Stage 1
  • Understand the architecture of a great, fulfilling story and why audiences care
  • Develop the four pillars of the premise of your story, no matter how big or how small
  • Use seven straightforward questions to help develop your premise, and evolve the four pillars of your business story
  • Create an actionable check-list for the content you are creating to ensure you’re transforming good ideas into better stories
Show Session Description
  • June 13
  • 11:45 am - 12:15 pm
  • Stage 2
  • 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
Show Session Description
  • June 13
  • 11:45 am - 12:15 pm
  • Stage 3
  • 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
Show Session Description
  • June 13
  • 11:45 am - 12:15 pm
  • Stage 4
  • Set priorities for digital copy based on your brand’s voice
  • Turn your SEO strategy into a key tool for building brand value
  • Balance two distinct skill sets: writing for search, and writing for brand
  • Create more cohesion between the terms people search for and the way you talk about what you offer
Show Session Description
  • June 13
  • 12:30 pm - 1:45 pm
  • LUNCH KEYNOTE
Show Session Description
  • June 13
  • 2:00 pm - 2:30 pm
  • Stage 1
  • Understand why inauthentic B2B content just doesn’t work
  • Coordinate your content marketing machine to leverage internal teams
  • Simplify the creation of content from internal experts so you get consistent, valuable material
Show Session Description
  • June 13
  • 2:00 pm - 2:30 pm
  • Stage 3
  • Better understand who is driving mobile trends and why mobile is the #1 choice for video viewing
  • Identify the types of video that get the most views across social channels
  • Devise a plan to optimize your current and future video content for mobile viewing
  • Maximize the effectiveness of your video ad spend
Show Session Description
  • June 13
  • 2:00 pm - 2:30 pm
  • Stage 4
  • Understand the massive change SEO is going through
  • Know what moves the needle in SEO and what doesn't
  • Create content that gets organic traffic
  • Comprehend the central role user behavior plays in SEO
Show Session Description
  • June 13
  • 2:00 pm - 2:30 pm
  • Stage 2
  • 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
Show Session Description
  • June 13
  • 2:40 pm - 3:10 pm
  • Stage 3
  • Develop an influencer marketing strategy that fits your brand
  • Understand the goals and actionable measures that can be used in influencer marketing
  • Replicate what has worked for some brands, and understand why
  • Put together and understand a follow up report to an activation
Show Session Description
  • June 13
  • 2:40 pm - 3:10 pm
  • Stage 4
  • Know where to start for attribution modeling and omni-channel analytics
  • Be aware of the political, legal, and data wrangling roadblocks
  • Understand the landscape of vendors and effort for building internally
  • Use statistical models and analytics for actioning upon omni-channel
Show Session Description
  • June 13
  • 2:40 pm - 3:10 pm
  • Stage 1
  • 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
Show Session Description
  • June 13
  • 3:20 pm - 3:50 pm
  • Stage 2
  • 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
Show Session Description
  • June 13
  • 3:20 pm - 3:50 pm
  • Stage 3
  • 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 13
  • 3:20 pm - 3:50 pm
  • Stage 1
  • Identify how you can use humor to increase your conversion rate in your online marketing materials.
  • The equation of what makes something funny vs not funny.
  • How to discover your ideal client/customer's funny bone and tickle it with your campaigns.
Show Session Description
  • June 13
  • 4:05 pm - 4:45 pm
  • CLOSING KEYNOTE
Show Session Description
  • June 13
  • 4:45 pm - 5:30 pm
  • CLOSING RECEPTION
Show Session Description