Agenda | Digital Summit At Home

Agenda (All times EST)

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

Pre-Event Tuesday, November 17

9:00am - 1:00pm

Advanced Email Marketing: Tactics to Build Robust Email Programs

After 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 All Access Pass, upgrade required for Base Pass
Masterclass
  • Michael Barber
    • Michael Barber
    • barber&hewit

12:00pm - 4:00pm

Advanced Digital Analytics Strategies and Tactics

After this masterclass, you’ll be able to:

  • Create new Google Analytics (GA) Accounts, Properties and Views and/or audit an existing account.
  • Configure conversion goals, filters, account integrations, advanced segments and cross-domain tracking within GA.
  • Prepare an accurate, reliable and repeatable process for campaign tracking code creation and stewardship.
  • Demonstrate a working knowledge of Google Tag Manager.
  • Develop meaningful and actionable reports for a variety of audiences from senior leadership to content marketers and media tacticians.
  • Use Google Data Studio to automate your reporting process.
  • Compare and contrast different attribution models.
  • Utilize analytics documentation and other tools to improve measurement efficiency and advance your analytics program.
Included with All Access Pass, upgrade required for Base Pass
Masterclass
  • Chris Sietsema
    • Chris Sietsema
    • Teach to Fish Digital

2:00pm - 6:00pm

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

After this masterclass, 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
Masterclass
  • Samantha Kermode
    • Samantha Kermode
    • Investis Digital

Day 1 Wednesday, November 18

9:00am - 9:45am

Build It, Be It: How to Use LinkedIn to Create a Powerful Personal Brand

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
  • Amanda Healy
    • Amanda Healy
    • Cisco

Harnessing the Context of Your Ads to Drive Consumer Engagement

After this session, you’ll be able to:

  • Drive greater engagement with your digital advertising by understanding the power of ad context
  • Increase favorability/affinity toward your brand through digital advertising
  • Leverage the power of contextual adjacencies for marketing success
  • Tony Marlow
    • Tony Marlow
    • Integral Ad Science

Content Marketing 101: A Guidebook for Planning Successful Content

After this session, you’ll be able to:

  • Produce content that drives traffic, meaningful action, and revenue
  • Understand why Google and other search engines are making content critical to online success
  • Use an equation when deciding which marketing channel deserves your budget and how much to allocate
Fundamentals Session
  • Daniel Russell
    • Daniel Russell
    • Go Fish Digital

10:00am - 10:40am

Leading by Example: Executive Social Communications in a Crisis

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
  • Micah Laney
    • Micah Laney
    • Walmart

The Fakery in Your Funnel: Optimize Marketing Spend and ROI by Minimizing Fraudulent Digital Engagement

After this session, you’ll be able to:

  • Attain cleaner data for trusted insight and decision making
  • Have greater site interactions focused on real human customers
  • Gain full visibility into sources of fraudulent traffic and data
  • Optimize marketing spend for better business results
  • Increase lifetime value of lead generation
  • Dan Lowden
    • Dan Lowden
    • White Ops

Activating Action: Strategies & Tactics for Email Lifecycle Campaigns

After this session, you’ll be able to:

  • Understand the role of activation and reactivation in your customer lifecycle
  • Apply tactics that drive engagement and push prospects and customers toward conversion points
  • Apply best practices from loads of inspiring examples of B2B and B2C campaigns
Fundamentals Session
  • Jen Capstraw
    • Jen Capstraw
    • Women of Email

10:55am - 11:35am

Removing the Content Bottleneck to Power Personalization

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
  • Jill Grozalsky Roberson
    • Jill Grozalsky Roberson
    • Sitecore

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

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
  • Ty Heath
    • Ty Heath
    • LinkedIn

An Introduction to Effective Storytelling

After this session, you’ll be able to:

  • Apply the universal storytelling formula that powers Pixar and successful startups
  • Make one simple change to your story structure that will make your stories far more moving
  • Improve your delivery and become a master storyteller
Fundamentals Session
  • Chris Yeh
    • Chris Yeh
    • Best-selling Author

1:20pm - 2:00pm

How to Make Digital Inclusion Measurable

After this session, you’ll be able to:

  • Measure your organization’s current level of digital inclusion
  • Assess your organization’s opportunities to improve digital inclusion
  • Develop a digital inclusion action plan
  • Courtney Wakefield
    • Courtney Wakefield
    • Children's Health

Develop a Content Strategy that Fuels Your Demand Gen Engine

After this session, you’ll be able to:

  • Create content that’s best suited towards a particular audience
  • Determine the most effective channels for sharing your content
  • Achieve greater campaign results with a refined content strategy
  • Hayley Ferrante
    • Hayley Ferrante
    • Adobe

How To Achieve SEM Success Through Audience Targeting

After this session, you’ll be able to:

  • Use tactics for identifying the right audience for your search
  • Create targeting lists for your audience
  • Effectively deploy audience targeting in your search and search-related media
Fundamentals Session
  • Jonathan Kagan
    • Jonathan Kagan
    • 9RoofTops | Cognsicient Media

2:15pm - 2:55pm

Treating Your Web Experiences as Digital Products to Drive Larger Impact

After this session, you’ll be able to:

  • Align Marketing and Product to develop a leading digital strategy
  • Turn your customer’s experience on your website into an excellent one
  • Understand why the waterfall website relaunch doesn’t work anymore
  • Implement a WebOps mindset into your organization
  • Approach your website like a Digital Product Manager
  • Josh Koenig
    • Josh Koenig
    • Pantheon

How to Build a POWERFUL Brand for Today’s World of Work

After this session, you’ll be able to:

  • Define the key elements of your brand DNA and unique story
  • Amplify your brand value proposition across multiple platforms and touch-points
  • Cultivate relationships within your audience journey that are essential to brand success
  • Adrion Porter
    • Adrion Porter
    • AP & Company

3:10pm - 3:50pm

Building Teamwork to Achieve Innovative Results

After this session, you’ll be able to:

  • Get your team to collaborate quickly and synergized to drive innovation
  • Create a culture that supports productive innovation
  • Apply proven innovation approaches that Mitch used as Co-Founder of Netflix
  • Mitch Lowe
    • Mitch Lowe
    • Netflix

The B2B Marketers’ Guide to Balancing Paid and Organic Search for Maximum Results

After this session, you’ll be able to:

  • Benchmark data to help you understand whether you’re leaning too hard into organic or paid
  • Use tools to recognize and fill gaps in your buyer’s journey to ensure your leveraging the right mix of content and media
  • Apply quick wins to increase ROI and build a balance-focused Search Engine Marketing roadmap
  • Doug Bell
    • Doug Bell
    • Searchmetrics

How to Create a Winning Content Strategy in 2021

After this session, you’ll be able to:

  • Properly reuse your content
  • Apply content distribution methods and techniques
  • Determine which metrics matter most when it comes to your content
  • Create content way better than your competitors
  • Ashley Segura
    • Ashley Segura
    • TopHatContent

4:05pm - 4:45pm

Top Overlooked CRO Secrets Marketers Need To Know

After this session, you’ll be able to:

  • Find out why CRO is the way to go – real stats, stories and insights to shape your approach
  • Discover simple, actionable ways every marketer can start investing in CRO
  • Explore how to use fresh data to drive better results across SEO, PPC and Social
  • Jon Bennion
    • Jon Bennion
    • Online Marketing Gurus

Don’t (Blindly) Follow the Data: How to Focus on Your Mission for Long-Term Success

After this session, you’ll be able to:

  • Identify a specific, relevant, non-generic mission and persona for your brand
  • Decide where your mission overrides the data
  • Combine mission and data in unique ways for memorable impact
  • Lisa Schneider
    • Lisa Schneider
    • Merriam-Webster

Tactics for Leveraging Influencer Marketing: The Impact of COVID-19 and What Lies Ahead

After this session, you’ll be able to:

  • Effectively use influencer content and understand its importance in your business
  • Maximize your influencer dollar spend and feel confident in your investment
  • Differentiate between influencer agencies and individual creators, and decide which is best for you
  • Thea Neal
    • Thea Neal
    • Royal Caribbean

4:45pm - 6:00pm

Virtual Happy Hour!

After this session, you’ll be able to:

  • Dance around your home office as if no one is looking
  • Scare your house pet with your Happy Hour energy!
  • End the day in a great mood
  • DJ Drake
    • DJ Drake
    • DJ Drake

Day 2 Thursday, November 19

9:00am - 9:40am

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

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
  • Sonja Likness
    • Sonja Likness
    • Duke University

Persistently Agile: Why the Key to High Performance Marketing Lies with People Not Projects

After this session, you’ll be able to:

  • Avoid the common but deadly approach to pilots that can doom your Agile efforts before they start
  • Build persistent Agile teams that deliver the four key benefits of Agile
  • Map your journey from zero to Agile, starting with your first dedicated Agile team and scaling as far as you need to go
  • Andrea Fryrear
    • Andrea Fryrear
    • AgileSherpas

How to Improve Your User Experience Through Collaboration

After this session, you’ll be able to:

  • Articulate the ROI of improved customer experiences
  • Build strategic plans that include customer and business outcomes
  • Practice the foundations of User Experience Design
Fundamentals Session
  • McLean Donnelly
    • McLean Donnelly
    • The Makery Group

9:55am - 10:35am

Overwhelmed by SEO? Focus on These High-Impact Efforts to Improve Your Site Rankings

After this session, you’ll be able to:

  • Competitor Research
  • Keyword Research
  • Site Speed Improvements
  • Algorithm Penalties
  • Redirects
  • and more!
  • Hannah McNaughton
    • Hannah McNaughton
    • Metric Marketing

Building a Martech Stack That Reduces Waste, Builds Efficiency and Grows Your Business

After this session, you’ll be able to:

  • Audit your current technology stack and identify gaps and weaknesses
  • Avoid common pitfalls in creating a robust technology system that works together
  • Create a “technology needs guide”
  • Build your own evaluation rubric
  • Review current software options and find trustworthy reviews
  • Cory LaGrange
    • Cory LaGrange
    • emfluence

Social Media 101: What Marketers Need to Know

After this session, you’ll be able to:

  • Identify which social networks are most relevant to your goals and objectives
  • Develop a content calendar and community management strategy
  • Know how to use valuable tools that will help you save time and be efficient
  • Implement storytelling strategies similar to the world’s most recognizable brands and influencers
Fundamentals Session
  • Carlos Gil
    • Carlos Gil
    • Gil Media Co.

10:50am - 11:30am

Social Reset: Leave Your Old Content in 2020

After this session, you’ll be able to:

  • Learn the elements and process necessary for a Social Content Reset
  • Incentivize customers and employees to generate relevant, authentic, and useful replacement content
  • Apply best practices that’ll drive full-funnel social journeys in 2021 and beyond based on today’s social trends
  • S. David Ramirez
    • S. David Ramirez
    • TINT

Seven Psychological Triggers Every Marketer Should Master

After this session, you’ll be able to:

  • Effectively wield seven of the most powerful psychological triggers to influence your audiences
  • Identify specific ways to improve your messaging to be more effective and impactful
  • Quickly build trust with existing and potential customers
  • Daniel Codella
    • Daniel Codella
    • Sigma Computing

An Introduction to SEO and Keyword Research for Marketing

After this session, you’ll be able to:

  • Understand how a little SEO makes a BIG difference in discoverability
  • Begin to harness the benefits of keyword research to support your content marketing & eCommerce efforts
  • Understand how to leverage areas like social and customer service for SEO efforts
Fundamentals Session
  • Jerri Helms
    • Jerri Helms
    • HarperCollins Publishing

12:00pm - 1:00pm

Lunch Keynonte

Keynote
Session Image
  • Ann Handley
    • Ann Handley
    • MarketingProfs

1:15pm - 1:55pm

Social Selling: How to Sell Smarter & Get More Results in a Virtual World

After this session, you’ll be able to:

  • Craft emails and InMails that at least 3x your response rate
  • Implement subject lines, greetings, and cadences that get results
  • Understand the buyer and seller paradigm shift and why social now more than ever
  • Build credibility on LinkedIn to help shorten the sales cycle
  • Implement tips on the phone that get you to the decision maker faster
  • Lindsey Boggs
    • Lindsey Boggs
    • Lucidworks

Who Are You Talking To? Defining Audience Personas to Boost SEO Performance

After this session, you’ll be able to:

  • Create audience personas based on real data
  • Use those personas to focus keyword research on intent-related keywords
  • Strengthen content for conversation, authenticity and relatability
  • Diana Richardson
    • Diana Richardson
    • SEMrush

How To Get Pop-Culture Buzz on a Shoestring Budget

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
Fundamentals Session
  • Joe Cox
    • Joe Cox
    • The Pop-Marketer

2:10pm - 2:50pm

Website Migration: What to Do Pre, During and Post

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
  • Samantha Kermode
    • Samantha Kermode
    • Investis Digital

Who’s Looking at You: Effective Social Media Reporting to Better Understand Your Audience

After this session, you’ll be able to:

  • Better understand analytics reports and how they align with your content goals
  • Break down your findings and pull out data that helps you deepen audience engagement and further brand loyalty
  • Leverage content to ensure you are attracting your key audiences
  • Cassie Hutaff Boesch
    • Cassie Hutaff Boesch
    • United Way of Central Carolinas

Writing for the Reader: Secrets of People-Driven Content

After this session, you’ll be able to:

  • Understand tactics for learning how to best write for actual people
  • Take advantage of the perspective of those who don’t currently read your content
  • Apply Design Thinking to content development
  • Embrace the power of pushing your respective envelope
  • Alennah Curran
    • Alennah Curran
    • 3M

3:05pm - 3:45pm

How to Improve Your Chatbot’s Conversation Rates, Qualify More Leads, and Improve Your Customer Experience

After this session, you’ll be able to:

  • Understand the ideal structure of a chatbot conversation
  • Map your conversation to the visitors’ intent
  • Determine how the right and wrong “AI” can dramatically improve your engagement
  • Arvell Craig
    • Arvell Craig
    • Design That Speaks

Reinvent Your CX Strategies for a Post COVID-19 World

After this session, you’ll be able to:

  • Adapt your CX strategies to meet today’s consumer expectations
  • Understand the trends and key technology investments shaping the customer experience marketplace for 2021 and beyond
  • Overcome the roadblocks your customers are facing in a crowded digital space
  • Matt Tredinnick
    • Matt Tredinnick
    • Precisely

#BrandTwitter: Become Worth Following on Twitter

After this session, you’ll be able to:

  • Apply conversational tactics to leverage the popular trend of “Brand Twitter”
  • Learn best practices of how the best brands pull off this great feat of human connection online
  • Craft content that is worth sharing by using a few simple principles
  • Kerrie Smith
    • Kerrie Smith
    • Twitter

4:00pm - 4:40pm

Leveraging the Unexpected Relationship Between Data Scientists and Creatives to Build Savvier AI

After this session, you’ll be able to:

  • Differentiate the distinct functions of AI teams and creatives, and how they can work together toward the same goals
  • Understand why better, more accurate AI and machine learning tools should be a priority for creative teams, and how they can impact customers and the public at large
  • Learn how creatives can arm data scientists with the cultural context they need to develop more accurate AI and machine learning tools
  • Implement initial tactical changes to better weave together the data science and creative teams at your company
  • Andrea Gagliano
    • Andrea Gagliano
    • Getty Images

How To Leverage the Strength of Influencers and Partnerships in the Digital Space

After this session, you’ll be able to:

  • Think differently about your digital partnerships to be more inclusive of SEO and editorial
  • Maximize your spend to have curated, custom content work for you
  • Effectively engage Influencers and content to seamlessly weave them into your digital campaigns
  • Anne David
    • Anne David
    • Cotton Incorporated

How To Authentically Engage with Your Audience Using Humor

After this session, you’ll be able to:

  • Identify opportunities to add humor into your social cadence
  • Effectively use memes in your marketing
  • Make promotions feel and look less like ads
  • Amie Kiehn
    • Amie Kiehn
    • Carolina Panthers