Agenda (Central Time)

3 Day, Jammed Packed Agenda (Attendees will receive an email with a link to the conference)

Masterclasses Tuesday, August 11

9:00am - 1:00pm

Forget Everything You Know About Email Marketing

Masterclass
  • Jen Capstraw, Women of Email
  • Jen Capstraw

After this session, you’ll be able to:

  • List the components of a complete email program
  • Determine email best practices worth busting
  • Implement The Goldilocks Zone: A practical path to personalization
  • Break free of batch ‘n blast
  • Know when to just say no to A/B testing
  • Name the essential components of preference centers that work
  • Use the feng shui approach to email design
  • Understand the future of email
Included with All Access pass, upgrade required for Base pass

12:00pm - 4:00pm

The Domino Effect and the Billion-Dollar Differentiator: Create & Activate Your Owned Audience

Masterclass
  • Samantha Kermode, Investis Digital
  • Samantha Kermode

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

  • 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

2:00pm - 6:00pm

Ultimate Social Media Marketing

Masterclass
  • Carlos Gil, Gil Media Co.
  • Carlos Gil

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

  • Perform a quick, simple and action-oriented social media audit to prioritize your content, community management, and conversion strategies
  • Design a winning social media game plan that will not break the bank
  • Create an engaged community of fans and content that converts
  • Manage a posting schedule and decide what—and where—you should post
  • Apply simple tricks for making your processes smooth and easy including tools to use
  • Engage employees to become social media advocates for your company
  • Regain organic reach on platforms such as Facebook by knowing what the algorithms show preferential treatment to
Included with All Access pass, upgrade required for Base pass

Day 1 Wednesday, August 12

9:00am - 9:45am

Coca-Cola’s AI Journey to Lean & Agile Insights Generation

  • Stephanie Eaddy, The Coca-Cola Company
  • Stephanie Eaddy

After this session, you’ll be able to:

  • Understand the benefits of internal digital transformation in your organization
  • Build a case for internal support and alignment to launch a pilot program similar to what The Coca-Cola Company used
  • Apply change management tips to help support the transition to a new way of working
  • Artificial Intelligence

How to Navigate the Pandemic Marketing Labyrinth with B2B Influencers

  • Ashley Zeckman, TopRank Marketing
  • Ashley Zeckman

After this session, you’ll be able to:

  • Navigate the influencer marketing landscape to avoid pitfalls
  • Understand characteristics of the most successful influencer marketers
  • Utilize top measures of B2B influencer marketing success
  • B2C

10:00am - 10:40am

Innovation and Creativity: The Case for More Bad Ideas

  • Jason Keath, Social Fresh
  • Jason Keath

After this session, you’ll be able to:

  • Understand how and why bad ideas improve your creative process
  • Incorporate more bad ideas into your personal or corporate creative culture
  • Apply the more bad ideas creative approach to a group or organization
  • Culture, Impact & Leadership
  • Marketing Operations
  • Strategy

Drive Growth Now: Build Your Marketing Analytics Roadmap

  • Matt Hertig, Alight Analytics
  • Matt Hertig

After this session, you’ll be able to:

  • Assess your ability to produce actionable, relevant insights based on the 4 Levels of Marketing Analytics Maturity
  • Overcome the single biggest challenge to using analytics effectively
  • Develop an analytics game plan that’s right for you — using the most important strategy for marketers right now
  • Data & Analytics
  • Strategy

10:55am - 11:35am

7 ½ Common Email Marketing Mistakes that Companies Make & How to Avoid Them

  • Cameron Kane, iPost
  • Cameron Kane

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
  • B2B
  • B2C
  • Email Marketing

Winning at SEO: Make Your Brand a Trusted Source Online

  • Alli Berry, The Motley Fool
  • Alli Berry

After this session, you’ll be able to:

  • Understand E-A-T (expertise, authoritativeness, and trust) principles as it relates to SEO, and determine weaknesses in your website
  • Improve your website content to be more transparent, authoritative, and trustworthy
  • Execute a strategy for improving your brand reputation on 3rd party sites
  • B2C
  • Branding
  • Content Marketing
  • SEO & Search

11:35am - 12:05pm

Networking Break

12:05pm - 12:45pm

A Six-Question Framework for Engaging and Memorable Social Storytelling

Keynote
  • Kirstin Benson, Getty Images
  • Kirstin Benson

After this session, you’ll be able to:

  • Understand how the most successful marketing strategies are rooted in editorial storytelling, and the six strategic questions you should be asking to take a similar approach
  • Tap into an editorial mindset, and understand what that means given constraints on budget and resources
  • Determine the appropriate distribution channels for your company, and grasp what visual content should go where for the most impact

1:00pm - 1:40pm

Marketing to the CFO: The Way Back to Value for Marketers

  • Ty Heath, LinkedIn
  • Ty Heath

After this session, you’ll be able to:

  • Use the language of value creation and of business
  • Scale the understanding of value creation in financial literacy
  • Have an evidence-based mindset and use value-based metrics
  • Culture, Impact & Leadership
  • Marketing Operations

Data Orchestration and Establishing the Right Audience Targeting Strategy

  • Christian St. Louis, StackAdapt
  • Denis Loboda, StackAdapt
  • Christian St. Louis
  • Denis Loboda

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
  • B2B
  • B2C
  • Data & Analytics
  • Programmatic

1:55pm - 2:35pm

Expand Your Reach with Accessibility Testing

  • Carolyn Shannon, Pantheon
  • Carolyn Shannon

After this session, you’ll be able to:

  • Recommend tools and test methods that help prioritize accessibility fixes
  • Understand the differences between automated, hybrid, and manual tests, and when to use them
  • Build a sustainable accessibility program that provides strategic value to your organization
  • Strategy

6 Seconds or Bust: Mastering Short-Form Storytelling

  • Megan Toth, NBCUniversal
  • Megan Toth

After this session, you’ll be able to:

  • Understand why our attention spans are shorter and learn tips for combatting this trend
  • Create “thumb-stopping” short-form social media content that stands out among the noise
  • Understand how social is influencing TV, and networks are straying from their standard 30-second ad formats to create 6-second ads
  • B2C
  • Consumer Behavior
  • Content Marketing
  • Mobile Marketing
  • Social Media
  • Video

2:50pm - 3:30pm

THAT’S NOT FUNNY: Strategically Use Humor During and Post-Pandemic

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

After this session, you’ll be able to:

  • Establish a clear technique on how to approach funny content during and after COVID-19
  • Understand how to approach your own brand or products’ identity to properly assess the direction of your content
  • Address the positives and negatives of your content to make it funnier and resonate more
  • B2B
  • B2C
  • Content Marketing
  • Culture, Impact & Leadership

Turning Omnichannel Marketing from a Goal into a Reality

  • Brian Warrick, Magnolia Americas
  • Paul Brienza, Laughlin Constable
  • Brian Warrick
  • Paul Brienza

After this session, you’ll be able to:

  • Identify the challenges preventing your brand from delivering true omnichannel experiences
  • Create a strategic framework for moving from a multi-channel approach to an omnichannel approach
  • Understand the technical capabilities needed for omnichannel marketing and what to ask for from your IT department
  • B2B
  • B2C
  • Customer Experience

3:45pm - 4:25pm

First Impressions: Creating Iterative, Automated Customer Segmentation with AI

  • Ashley Bryant-Baker, B&B Data Solutions
  • Ashley Bryant-Baker

After this session, you’ll be able to:

  • Understand why iteratively implementing AI allows you to make quick decisions, learn more about your customers more quickly, and know why getting it wrong sometimes is OK
  • Create dynamic segmentation that grows as your customer grows
  • Use segmentation early to improve customer engagement and satisfaction, increase lifetime value, and improve conversion
  • Artificial Intelligence
  • Data & Analytics
  • MarTech

Humanizing your Brand on Social Media: Leading with Your Executives, Sales Teams and Employees

  • Casey Hall, LumberjackSocial
  • Casey Hall

After this session, you’ll be able to:

  • Understand the practical business case for employee advocacy
  • Use a roadmap for launching a “people focused” social media program
  • Enact social content strategy best practices for executives, employees, and social selling
  • Identify relevant software tools and how they work
  • Come up with ideas for steps you can take today to get started
  • B2C
  • Branding
  • Content Marketing
  • Culture, Impact & Leadership
  • Social Media

4:25pm - 5:00pm

Virtual Happy Hour! – Total Request Live with DJ Drake

  • DJ Drake, DJ Drake
  • DJ Drake

To close out a jam-packed day of learning, relax with your fellow attendees at our virtual happy hour! We’ll have the awesome DJ Drake supplying the latest tunes and taking your song requests in a nostalgic “Total Request Live” format.

Day 2 Thursday, August 13

9:00am - 9:40am

The Goonies Guide to Showing up in Local Searches

  • Greg Gifford, SearchLab
  • 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
  • B2B
  • B2C
  • SEO & Search

4 Ways to Get Better Metrics for Your Evolving Social Content (with Tool Recommendations!)

  • Carmen Collins, Cisco
  • Carmen Collins

After this session, you’ll be able to:

  • Better understand the true potential in hashtags, how to USE them and how to CHOOSE them
  • Create graphics that get those “thumb-stopping moments” in the mobile newsfeed for all channels
  • Ask, and ye shall receive. How can you ASK for better metric – Know if your videos are catching the most attention, and how to master the social soundtrack of silence
  • Prioritize content connection over perfection
  • Artificial Intelligence
  • Data & Analytics

9:55am - 10:35am

The ROI of Empathy: How Marketers Use Customer Empathy as a Business Differentiator

  • Lija Hogan, User Testing
  • Lija Hogan

After this session, you’ll be able to:

  • Understand what matters most to your internal stakeholders and to your business
  • Ensure that what you help participants experience is connected to the exact impact you want to make
  • Hold your stakeholders accountable for providing feedback
  • B2C
  • Customer Experience

How to Go From a Regular Brand YouTuber to a COOL Brand YouTuber

  • Sonja Likness, Duke University
  • Sonja Likness

After this session, you’ll be able to:

  • Use YouTube’s social media functionality to boost the efficacy of your video content
  • Curate your YouTube channel to take advantage of the subscription model
  • Reach a wider audience with your video content by capturing native YouTube users
  • Content Marketing
  • Social Media
  • Video
  • YouTube

10:50am - 11:30am

Creative Opportunities on Facebook and Instagram in the Time of Covid-19

  • Finola Austin, Facebook
  • Finola Austin

After this session, you’ll be able to:

  • Understand the messaging themes that are working for major brands in this new reality
  • Dream up new possibilities for creative production beyond the traditional shoot
  • Leverage Facebook/Instagram’s creative and testing capabilities
  • Gain access to a Creative Shop framework for moving Beyond Bias in the creative process
  • Facebook
  • Instagram
  • Social Media

Best-in-Class Webinars & Webcasts: Tactics to Build Your Virtual Events Program

  • Samantha Kermode, Investis Digital
  • Samantha Kermode

After this session, you’ll be able to:

  • Make a business case for why webinars and live online events matter in today’s business climate
  • Decide what platform to use, and what content to include
  • Create a strategy and plan your virtual event (strategy planning template and timeline checklist included)
  • Keep your audience engaged virtually
  • Develop a pre, during and post plan for your virtual event
  • Measure your results
  • Lead Gen / Conversion / Retention

11:30am - 12:00pm

Networking Break

12:00pm - 1:00pm

This is Marketing: A Live Q&A with Seth Godin

Keynote
  • Seth Godin, Best Selling Author
  • Seth Godin

1:15pm - 1:55pm

The Five-Step Ideation Process For Creating Engaging Content that Ranks

  • Yosef Silver, Fusion Inbound
  • Yosef Silver

After this session, you’ll be able to:

  • Identify more high-value topics to meet your content goals
  • Understand the impact of content distribution
  • Implement a content creation and distribution model that maximizes results
  • B2C
  • Content Marketing

Influential Voices: The Evolution of Influencer Marketing from Ideal to Real

  • Kerrie Smith, Twitter
  • Kerrie Smith

After this session, you’ll be able to:

  • Identify how top brands are partnering with influencers on Twitter to stand out in unexpected ways
  • Understand the simple, creative principles that will help you drive conversation
  • Utilize new trends and insights to inform your Influencer partnerships
  • B2C
  • Influencer Marketing
  • Social Media
  • Twitter

2:10pm - 2:50pm

Shaping Brand Perception Through Storytelling

  • Ben Tamblyn, Microsoft
  • Ben Tamblyn
  • Branding
  • Storytelling

Reaching Consumers Across Screens: The Convergence of TV, OTT, and Digital Video

  • Ben Van Horn, Spectrum Reach
  • Ben Van Horn

After this session, you’ll be able to:

  • Identify your multi-platform campaign goals and metrics
  • Choose the right engagement strategy based on your target audience
  • Generate and activate your media plan across screens
  • B2B
  • B2C
  • Video

3:05pm - 3:45pm

Critical Channels of Engagement: What Consumers Want

  • Matt Tredinnick, Precisely
  • Matt Tredinnick

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
  • B2B
  • B2C
  • Customer Experience

How to Make a Career in Social Media Work for You

  • Ashley Sansett, Equifax
  • Ashley Sansett

After this session, you’ll be able to:

  •  Assess and communicate the role you play in your organization as both a social media professional and as a cross-functional change agent
  • Identify where to put your efforts in personal branding, inside and outside of your organization
  • Build better rapport with your colleagues
  • Approach your annual goal-setting with long-term career development in mind
  • Facebook
  • Instagram
  • LinkedIn
  • Social Media

4:00pm - 4:40pm

Making Google Analytics Work for You

  • Colleen Harris, Sincro
  • Colleen Harris

After this session, you’ll be able to:

  • Set goals for engagement and conversions, 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 to hold vendors accountable
  • Use Google Analytics for customer engagement and conversions as you use the different attribution models to understand your customers’ journey
  • Data & Analytics

Binge Worthy Branding: How to use AI and Personalization to Build Customer Loyalty

  • Sterling McKinley, Author
  • Sterling McKinley

After this session, you’ll be able to:

  • Shift from traditional branding to customer-focused branding
  • Integrate AI into your branding
  • Gain executive buy-in
  • Increase customer retention rates
  • Artificial Intelligence
  • B2C
  • Branding
  • Personalization