Agenda (All times PDT)
These great sessions have been confirmed so far, with more on the way! Keep checking back for updates.
Pre-Event Tuesday, September 08
8:00am - 12:00pm
Building Blocks for Content That Rocks
Masterclass
- Tamsen Webster, The Red Thread
We’ll cover topics including:
- SITUATION – How to define your primary audience and its mindset: what they want, value, and struggle with
- SUBSTANCE – How to define the big idea of the content; how to identify your content’s Red Thread® (the differentiating core message); how to determine the five key elements that serve as the minimum viable case for your idea
- STRUCTURE – How to build a draft storyline for your content; how to anticipate and overcome objections; how to use structure to keep your audience interested and engaged
- SUPPORT – How to make your content come alive; where and how should you use data, concepts, stories, and exercises
- “STRETCHING” – How to adapt your core message for additional audiences and for various stages of the consumer journey; how to create a “message matrix” to brainstorm consistent, but compelling, content ideas
- STYLE – How can you make this process, and your content, truly fit you? How can you make the most of your own individual style to engage and empower the audience?
After this workshop, you’ll be able to:
- Clearly define the goals and objectives for every piece of content you create and implement a process to achieve them
- Identify the five key concepts that create a Red Thread® (your content’s core message) and how to use them to title, structure, summarize, and write your content
- Develop outlines for content anywhere from 100 to 10,000+ words
- Explore and adopt the four Message Mindsets to add variety and interest to your content
- Create a “swipe file” for endless inspiration
- Apply a Message Matrix to help you adjust your message across audiences and applications, as well as to match the consumer journey
This session is for marketers and content creators:
- Responsible for the day-to-day communication of company messages that convert current and potential clients and customers
- Fluent in the company’s overall brand, vision, values, and mission
- Well-versed in the goals, challenges, and behaviors of current and ideal customers and clients
Included with All Access Pass, upgrade required for Base Pass
11:00am - 3:00pm
The Domino Effect and the Billion-Dollar Differentiator: Create & Activate Your Owned Audience
Masterclass
- Samantha Kermode, Investis Digital
After this session, you’ll be able:
- Benchmark your company’s efforts against the competition and your skill set against your peers to find the topics and tactics you need to use in 2020
- Learn how a written strategy helps you ideate and create user-focused content for each stage in the customer journey
- Learn how to activate your content and channels with the customer journey
- Determine what’s working, what’s not, and how to test with measurement and CRO
- Manage your owned audience and prove the value it creates for your organization
- Prove your ROI and how to communicate that with the C-Suite
- Get access to the interactive workbook, tools and materials to guide you through your ongoing efforts when you get back to the office
Included with All Access Pass, upgrade required for Base Pass
1:00pm - 5:00pm
Google Analytics: Measure What Matters and Master Visitor Behavior in Your Marketing
Masterclass
- Thom Craver, CBS Interactive
After this session, you’ll be able:
- 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 All Access Pass, upgrade required for Base Pass
Day 1 Wednesday, September 09
8:00am - 8:45am
Return on Inbox: Why Email is the Key to Marketing ROI
- Michael Barber, barber&hewit
After this session, you’ll be able to:
- Understand why email marketing is more important than ever, along with the latest trends in the Inbox
- Design and develop effective email content
- Coordinate email efforts across your marketing channels
- Take a look at what the future of the Inbox will look like
How Anyone Can Have Success with Video Marketing…Even You!
- Desiree Martinez, All-In-One Social Media
After this session, you’ll be able to:
- Execute 10 actionable videos you can record at home
- Determine the best places to post your videos
- Discover new tricks & tools for making better video
- Have the confidence you need to get over whatever barriers you have and just start recording
9:00am - 9:40am
The Anatomy of Engaging, Strategic, Thumb-Stopping Instagram Stories
- Quinn Tempest, Create Your Purpose℠
After this session, you’ll be able to:
- Bring life back into your Instagram Story strategy
- Build Stories that your audience will be obsessed with
- Use native features to keep them engaged and entertained
- Demystify Story KPIs and make better content decisions
7 ½ Common Email Marketing Mistakes that Companies Make & How to Avoid Them
- Andrew Kordek, iPost
After this session, you’ll be able to:
- Use data to drive subscriber engagement and thus more revenue
- Ensure you’re maximizing your current email platform and avoid the search for a new program
- Understand how little changes can impact your email results
9:55am - 10:35am
A Framework for Intelligent Personalization at Scale
- Meagan White, Upland
- Dominic Aelberry, Upland
After this session, you’ll be able to:
- Understand how personalization positively impacts your KPIs
- Gain insights into why consumers fall in love with brands and how yours can be one of them
- Put a personalization framework into practice to deliver targeted messaging that resonates with your audiences across channels
- Learn how leading brands are delivering personalized customer experiences
Preparing your Website and SEO for 2021 and Beyond
- Taylor Kurtz, Crush the Rankings
After this session, you’ll be able to:
- Understand what Core Vitals are, why they’re important, and how to be in compliance
- Utilize search trends and schema markup to create a winning SEO content strategy
- Understand the major algorithm changes that happened this year, how to adapt, and how to succeed moving forward
How You Can Be An Inclusive Marketer (and Why It Matters)
Fundamentals Session
- Crystal Marie McDaniels, Duke Energy
After this session, you’ll be able to:
- Understand why inclusive marketing is important, and why it is everyone’s responsibility
- Make the business case and ethical case for inclusive marketing
- Implement four new skills that will improve your marketing efforts with distinct groups
- Reference some examples of brands that have effectively marketed to a historically marginalized group
12:00pm - 12:40pm
Customer-Centric Marketing: Aligning Insights and Analytics for the Win
- Mia Vallo, National Geographic
After this session, you’ll be able to:
- Understand how to leverage both consumer insights and data analytics to plan for and measure your campaigns
- Incorporate a measurement plan as part of your marketing campaign planning
- Apply customer-centric measurements that are relevant to your campaigns
Expanding Your Reach in a Streaming-First World
- Lindsy O’Connor, Adtaxi
After this session, you’ll be able to:
- Understand recent shifts in streaming consumption and their long-term effects on the market
- Implement video strategies that drive consumer action across platforms
- Understand streaming habit data to derive decisions across campaigns
- Leverage the power of the second screen to increase consideration and awareness
12:55pm - 1:35pm
Website Migration: What to Do Pre, During and Post
- Samantha Kermode, Investis Digital
After this session, you’ll be able to:
- List reasons why you should migrate (there are plenty)
- Take advantage of opportunities to make your new website SEO friendly
- Use best practices presented to prepare for your migration
- Find out what to expect during migration day
- Know what you need to monitor in post-migration
Say Anything: Creating Engaging, Findable Content for B2B Audiences
- Dave Meyer, BizzyWeb
After this session, you’ll be able to:
- Create content for B2B audiences that engages and inspires action
- Make a framework for planning content and bolster your SEO
- Automate your connections after that first click to deepen relationships and close more deals
1:50pm - 2:30pm
5 Things You’re Probably Doing Wrong in Your Online Community and How to Fix Them
- Dan Hinmon, Mayo Clinic
After this session, you’ll be able to:
- Understand why tracking too many KPIs is interfering with your success
- Avoid the biggest mistake you can make when planning content for your community
- Identify and satisfy your members’ hidden needs
- Understand why your members aren’t asking more questions – and what to do about it
Critical Channels of Engagement: What Consumers Want
- Matt Tredinnick, Precisely
After this session, you’ll be able to:
- Understand the key channels of engagement for consumers
- Explore how different demographics – Generation Z, Millennials, Generation X, Baby Boomers, and the Silent Generation – wish to engage with companies
- Outperform your competitors by better engaging clients through THEIR channels of choice
- Embrace new technologies to exceed expectations and meet your clients at THEIR MOMENT OF NEED
2:45pm - 3:25pm
Using Audio Content to Create a Customer Acquisition Engine
- Matthew Perl, Oakland A's
After this session, you’ll be able to:
- Develop audio platforms to acquire and retain key audiences and segments
- Understand the low barrier-to-entry in developing audio content for your audience
- Identify and create disruptive programming options to address user behavior
Marketing, Algorithms, and The Human Brain: The 2021 Marketing Metric For Growth
- Paxton Gray, 97th Floor
After this session, you’ll be able to:
- Remove guesswork in speaking directly to your audience
- Rethink your keyword research with free templates to better meet your customers’ needs
- Apply resources to better understand the context of your users’ needs
- Prioritize marketing initiatives for compounding growth in 2021
When A/B Testing Fails: How Data-Driven Decision Making Can Go Wrong
Fundamentals Session
- Gil Kazimirov, Lime
After this session, you’ll be able to:
- Understand the basics of using data to make decisions and testing out what matters to your users
- Avoid common mistakes in setting up A/B tests
- Determine if the results of your experiment are actually meaningful
Day 2 Thursday, September 10
8:00am - 8:40am
Pressure Test Your Message
- Tamsen Webster, The Red Thread
After this session, you’ll be able to:
- Understand the difference between your message and your idea
- Identify key metrics to help your message stand out
- Test the strength of your message
- Develop the story people will tell themselves about your message
Avoid Being Swamped by the Data Tsunami: Create Actionable Insights Instead
- Sarah Bond, Lucky Orange
After this session, you’ll be able to:
- Prioritize the marketing metrics that are most valuable and should be at the top of your reports
- Apply proven strategies from technology providers, agencies and brands to help manage data and create actionable insights
- Manage your data by using segmentation and filtering techniques across disciplines like SEO and user experience analytics
Leading by Example: Executive Social Communications in a Crisis
Fundamentals Session
- Micah Laney, Walmart
After this session, you’ll be able to:
- Create an actionable playbook for any executive you support
- Generate high value content for all occasions and platforms
- Build a credible and authoritative voice that can be brought to bear during a crisis
8:55am - 9:35am
Escaping the Content Bottleneck to Power Personalization
- Jill Grozalsky, Sitecore
After this session, you’ll be able to:
- Understand the importance of a content hub in removing the content bottleneck in order to achieve marketing objectives
- Operationalize around a content hub for marketing and personalization efficiencies
- Scale content creation efforts for personalization using data
Get the MQLs You Want: A New Approach to Search Engine Marketing
- Garrett Mehrguth, Directive Consulting
After this session, you’ll be able to:
- Understand the current state of search engines, based on an in-depth analysis and real examples
- Apply three tactics to make your brand more discoverable and exponentially grow qualified lead volume, which leads to hitting your MQL (marketing qualified lead) goals
- Develop an entirely new perspective and approach to generating awareness, opportunities, deals, and revenue
9:50am - 10:30am
Influencer Marketing: Why It Matters Now More Than Ever
- Tyler Farnsworth, August United
After this session, you’ll be able to:
- Expand your vision for what influencer campaigns can accomplish
- More efficiently measure the outcomes of your influencer programs
- Showcase the benefit of launching or augmenting your influencer program
Data Orchestration and Establishing the Right Audience Targeting Strategy
- Denis Loboda, StackAdapt
- Meredith Hentschel, StackAdapt
After this session, you’ll be able to:
- Implement the right data targeting and measurement strategies for your company’s goals
- Put your audiences to work and generate impactful marketing campaigns
- Apply proven industry trends and use cases for harnessing data and activating audiences
11:00am - 12:00pm
This is Marketing: A Live Q&A with Seth Godin
Keynote
- Seth Godin, Best Selling Author
12:15pm - 12:55pm
Reaching Consumers Across Screens: The Convergence of TV, OTT, and Digital Video
- Ben Van Horn, Spectrum Reach
After this session, you’ll be able to:
- Identify your multi-platform campaign goals and metric
- Choose the right engagement strategy based on your target audienc
- Generate and activate your media plan across screens
The Hidden Psychology of Social Networks
- Joe Federer, McGraw-Hill
After this session, you’ll be able to:
- Optimize your social media channel strategy to reach people in the most effective environment
- Understand why people act so differently in different kinds of social networks — and what that means for us as brand
- Create campaigns and content suited to these different social network structures to maximize engagement and social sharin
- Consider lessons from brands that have already mastered their niches in different online environments
1:10pm - 1:50pm
Three Keys to Mastering B2B Email Like a Jazz Musician
- Cliff Seal, Salesforce
After this session, you’ll be able to:
- See how high performing marketers use testing for benchmarks (not for a free metrics boost)
- Understand how segmenting and personalized content work together
- Leverage real-time behavioral triggers that drive results
- Multiply efforts across your organization—without losing brand consistency
A Guide to the Next 18 Months: Consumer Trends, the Recession, and the Return to “Normal”
- Michael Mace, UserTesting
After this session, you’ll be able to:
- Understand consumers’ hesitation to visit public locations (stores, hotels, airplanes, etc.), and what companies can do to entice them to return
- Evaluate the shift to curbside pickup and home delivery, and how much of it will last long term
- Understand social issues beyond the pandemic, and how they are adding to the stresses on consumers
- Assess the impact of the pandemic on education
- Understand worker attitudes on working at home vs. in an office
- Weigh candid reactions to pandemic-related messaging and know what not to say
2:05pm - 2:45pm
Hear, Here! Build and Engage Your Audience with Podcast Marketing
- Ginger Shimp, SAP
- Kenneth Kinney, Ai Media Group/ A Shark's Perspective Podcast
After this session, you’ll be able to:
- Integrate your podcast strategy into your overall marketing plan
- Differentiate various types of podcasting and determine whether you should start your own podcast or work through existing offerings
- Determine the best ways to market your podcast
- Understand how to budget and monetize your podcast
- Identify essential equipment to have and how to make your podcast accessible for the hearing impaired
Build It, Be It: How to Use LinkedIn to Create a Powerful Personal Brand
- Amanda Healy, Cisco
After this session, you’ll be able to:
- Understand what a personal brand is, why it’s critical to your success, and how to build and/or evolve yours
- Know why LinkedIn is not your online resume, and why it’s one of the most effective platforms to build your online brand
- Identify the top 5 most viewed areas of your LinkedIn profile, plus how to optimize them for maximum impact
- Increase the searchability of your profile to drive inbound opportunities straight to your inbox
The Art & Design of Effective Mobile Video
Fundamentals Session
- Ted Harrison, Twitter
After this session, you’ll be able to:
- Understand how audiences consume and interpret mobile video ads
- Direct attention and influence audiences to more effectively achieve your KPIs
- Think of data as an asset rather than a hindrance in the creative process
3:00pm - 3:40pm
HAPPINESS is the Key to Your Brand’s Success
- Wayne Partello, San Diego Padres
After this session, you’ll be able to:
- Create a team that marketers and creatives will want to be a part of
- Ensure better communication throughout your team and organization
- Set clear expectations and a culture of accountability around those expectations
- Better communicate the story of the value that your marketing brings to the organization
- Use your marketing skills to amplify happiness throughout your team and your organization
The Power of Scalable Link Building
- Ben Kaplan, PR Hacker
After this session, you’ll be able to:
- Leverage data to create unique content that media outlets will link to and love
- Package data into PR headlines that increase their media pickup
- Conduct a series of social media tests to determine viral link potential
- Deploy the GEORANKING blueprint to create local links at national or global scale
- Create influencer link building content that is simple, surprising, and significant