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 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

12:00pm - 4:00pm

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

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

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

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

Don’t Just Hit Send! How to Manage Contacts, Engage Your Audience, and Send Effective Emails

After this session, you’ll be able to:

  • Launch an effective email marketing campaign for your company
  • Understand why email should be part of your content distribution plan
  • Craft email content that is engaging and converts
  • Identify different segments of your audience so they respond to your campaigns
  • Understand who you can, and cannot, send emails to
Fundamentals Session
  • Yosef Silver
    • Yosef Silver
    • Fusion Inbound

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

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

12:05pm - 1:05pm

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

Keynote
Session Image
  • Seth Godin
    • Seth Godin
    • Best Selling Author

1:20pm - 2:00pm

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

New Ideas for Using Data to Drive Superior Digital Marketing Returns

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

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

Expand Your Reach with Accessibility Testing

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

3:10pm - 3:50pm

Building Teamwork to Achieve Innovative Results

  • 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

Content Promotion Tactics for Links, Leads and Likes

After this session, you’ll be able to:

  • Use trending topics to find host sites
  • Find and work with influencers
  • Target media outlets (I share my best media tip!)
  • Identify the best-paid programs
  • Identify the best times to push content on social networks
  • Use trade associations for publishing
  • Utilize real-life examples and tools to help you promote your content
  • Debra Mastaler
    • Debra Mastaler
    • Alliance-Link

4:05pm - 4:45pm

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

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

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

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

  • Anne David
    • Anne David
    • Cotton Incorporated

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

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

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

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 - 12:40pm

Lunch Keynonte

Keynote
Session Image
  • Ann Handley
    • Ann Handley
    • MarketingProfs

1:15pm - 1:55pm

Reinvent Your CX Strategies for a Post COVID-19 World

After this session, you’ll be able to:

  • Adapt your CX strategies for today’s consumer, by understanding the trends and key technology investments shaping the customer experience marketplace for 2021 and beyond

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
    • 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 Boesch
    • Cassie 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

The Optimized Chatbot Conversation

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

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

#BrandTwitter: Become Worth Following on Twitter

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
  • Kerrie Smith
    • Kerrie Smith
    • Twitter

4:00pm - 4:40pm

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 Authentically Engage with Your Audience Using Humor

  • Amie Kiehn
    • Amie Kiehn
    • Carolina Panthers