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
- 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.
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- TopHatSocial
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
- 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
- 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
- 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
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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- Jerri Helms
- HarperCollins Publishing
12:00pm - 1:00pm
Lunch Keynonte

- 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
- Citrix
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
- 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
- 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
- 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
- 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
- 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
- Chatbot Funnels
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
- 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
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
- 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
- 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
- Carolina Panthers