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, December 08

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
Stage 1
Masterclass
  • Samantha Kermode
    • Samantha Kermode
    • Investis Digital

Day 1 Wednesday, December 09

10:00am - 10:40am

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
Stage 1
  • Ty Heath
    • Ty Heath
    • LinkedIn

20 Crazy Effective Methods for Increasing Your Conversions

After this session, you’ll be able to:

  • Capitalize on neuroscience, psychology, and behavioral intelligence to increase conversions
  • Generate offsite conversions when website visitors are not converting while on your site
  • Transform your site into a conversion engine
Stage 2
  • Tom Shapiro
    • Tom Shapiro
    • Stratabeat

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
Stage 3
Fundamentals Session
  • Nicola Smith
    • Nicola Smith
    • REBEL & REASON

11:00am - 11:40am

Top SEO Tactics That Most Companies Ignore

After this session, you’ll be able to:

  • Adapt your search strategy for industry changes this year and in 2021 (we’re demystifying Google)
  • Pinpoint what makes a profitable SEO campaign (and do it yourself!)
  • Find the “quick wins” of proven tactics to apply first
Stage 1
  • Jon Bennion
    • Jon Bennion
    • Online Marketing Gurus

How To Audit Your Social Media and Why It’s a Must

After this session, you’ll be able to:

  • Utilize a roadmap for various types of social media audits
  • Understand the difference and uses for campaign level vs. seasonal vs. large-scale audits
  • Clearly see the benefits of social audits for other areas of your business
  • Objectively look at your social media to aid your SEO, e-commerce, keyword and content strategies
Stage 2
  • Jerri Helms
    • Jerri Helms
    • HarperCollins Publishing

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
Stage 3
Fundamentals Session
  • McLean Donnelly
    • McLean Donnelly
    • The Makery Group

12:10pm - 12:50pm

How to Tell Stories that Sell

According to Inc Magazine, “If anyone has cracked the code for going viral, it’s Jon Youshaei.” Named a top marketer by Forbes and Entrepreneur magazine, Youshaei worked at YouTube as their Head of Creator Product Marketing before joining Instagram. In today’s world of short-attention spans, Youshaei’s keynote provides the blueprint for how to break through the noise no matter what industry you’re in. You’ll walk away with proven techniques, templates, and tools to reach many more people with your message.

Keynote
Session Image
  • Jon Youshaei
    • Jon Youshaei
    • Instagram

1:05pm - 1:45pm

InstaBrain: The New Rules for Marketing to Gen Z

After this session, you’ll be able to:

  • Understand where Gen Z goes to consume different types of content
  • Describe what draws them in and keeps them coming back
  • Implement techniques to shift your marketing strategy for this new consumer
Stage 1
  • Sarah Weise
    • Sarah Weise
    • Bixa

Expanding Your Reach in a Streaming-First World

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
Stage 2
  • Lindsy O’Connor
    • Lindsy O’Connor
    • Adtaxi

Platform Convergence: How to Engage Customers on Social in The New Year

After this session, you’ll be able to:

  • Identify new features within various social platforms and apply effective engagement tactics
  • Understand individual social platforms and their unique roles to better inform your strategy in the new year
  • Create content specifically tailored to each social platform
Stage 3
Fundamentals Session
  • Dijana Kunovac
    • Dijana Kunovac
    • Dagger

2:00pm - 2:40pm

3 Reasons Companies Miss the Mark on Customer-Centricity and How to Fix It

After this session, you’ll be able to:

  • Understand the three reasons companies continue to miss the mark on customer-centricity and how to course correct
  • Gain new ideas for filling the empathy gap
  • More effectively bring the voice of your customer into decision making
Stage 1
  • Michelle Huff
    • Michelle Huff
    • UserTesting

Content Strategy: Cutting Through the Hype

After this session, you’ll be able to:

  • Identify the common business process pitfalls that lead to boring content and how to avoid them
  • Know the difference between Pull and Push content strategies and apply the best strategy for your content
  • Tie business needs and brand truths to consumer passion points and platform expectations
  • Use techniques such as editorial pillars and digital audience ethnographies to create compelling content
  • Apply this information to your own processes for developing effective, consumer-centered digital and social content
Stage 2
  • Brad Perry
    • Brad Perry
    • CarMax

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
Stage 3
Fundamentals Session
  • Joe Cox
    • Joe Cox
    • The Pop-Marketer

2:55pm - 3:35pm

How You Can Be An Inclusive Marketer (and Why It Matters)

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
Stage 1
  • Crystal Marie McDaniels
    • Crystal Marie McDaniels
    • Duke Energy

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
Stage 2
  • S. David Ramirez
    • S. David Ramirez
    • TINT

Get the MQLs You Want: A New Approach to Search Engine Marketing

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
Stage 3
  • Garrett Mehrguth
    • Garrett Mehrguth
    • Directive Consulting

3:50pm - 4:30pm

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
Stage 1
  • Diana Richardson
    • Diana Richardson
    • SEMrush

Future-Proof Your Brand: How to Grow Your Brand In A Time of Crisis

After this session, you’ll be able to:

  • Keep your brand top-of-mind during a crisis
  • Understand what not to do during a time of crisis
  • Help your brand strive now and in the new normal of the post-crisis world
Stage 2
  • Juntae DeLane
    • Juntae DeLane
    • Digital Delane, Digital Branding Institute

End-to-End Creativity: A Framework for Approaching Creative Measurement for Your Campaigns

After this session, you’ll be able to:

  • Understand why a testing and learning plan should be part of the creative brief and how to inspire teams to work together
  • Define the role creative has in your campaigns’ success and how to incorporate testing and strategy for effective outcomes
  • Execute the four-stage process of implementing creative measurement
Stage 4
  • Lara Andrews
    • Lara Andrews
    • Facebook

4:45pm - 5:25pm

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!
Stage 1
  • Hannah McNaughton
    • Hannah McNaughton
    • Metric Marketing

The Art & Design of Effective Mobile Video

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
Stage 2
  • Ted Harrison
    • Ted Harrison
    • Twitter

Email for the Future

After this session, you’ll be able to:

  • Envision what the future of email will look like
  • Understand how other businesses are updating their email strategies to increase ROI
  • Learn different methods to boost audience engagement
  • Determine how to modernize your own use of email
Stage 3
  • Alex Durán
    • Alex Durán
    • Google

5:25pm - 6:30pm

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, December 10

10:00am - 10:40am

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

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
Stage 1
  • Carmen Collins
    • Carmen Collins
    • Cisco

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

A Beginner’s Guide to Discovering, Creating, and Launching Your First (Or Best) Digital Product

After this session, you’ll be able to:

  • Identify your unique digital creator type
  • Create a well-balanced digital product
  • Launch a digital product with more ease and without getting overwhelmed
Stage 3
Fundamentals Session
  • Veronica Romney
    • Veronica Romney
    • MyModernBrand

10:55am - 11:35am

How You Can Save Up To 50% on Your Digital Media Budgets

After this session, you’ll be able to:

  • Understand the digital media value chain
  • Use a framework for deciding whether to outsource media buying or keep it in house
  • Determine if media buying will be done in a transparent fashion
  • Evaluate media buying firms, especially with respect to the pricing structure
  • Understand when to use Search, Social, and Programmatic channels
Stage 1
  • Senthil Govindan
    • Senthil Govindan
    • Datawrkz

Rebranding: Making a 150-Year-Old Institution Not Only Relevant but Irresistible

After this session, you’ll be able to:

  • Excavate the essential, intangible truth of your brand
  • Understand how to “read between the lines” of your audience research
  • Better align your organization to deliver a 360-degree brand experience
Stage 2
  • Cynthia Round
    • Cynthia Round
    • Brand Strategist

How to Build an Obsessive Community

After this session, you’ll be able to:

  • Establish the right type of content strategy to grow your community
  • Determine what measurements of success make the most sense for your brand
  • Leverage your community as your brand’s personal influencers
Stage 3
Fundamentals Session
  • Erik Zamudio
    • Erik Zamudio
    • Fooji

11:50am - 12:30pm

Virtual Team Culture: Tips for Fostering Cohesion

After this session, you’ll be able to:

  • Take away tools to foster deeper personal reflection as a leader, regardless if you manage a team
  • Understand the importance of inclusion & belonging in the workplace
  • Identify simple action steps you can take with your team to:
  • Get a pulse check on employee engagement
  • Utilize the virtual environment to your team’s advantage
  • Generate conversation-starters to foster more meaningful team discussions
Stage 1
  • Allison Fishman
    • Allison Fishman
    • Bosch

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
Stage 2
  • Doug Bell
    • Doug Bell
    • Searchmetrics

Organizing your Website Data for 2021

After this session, you’ll be able to:

  • Set goals and tracking to help your campaigns convert
  • Know which key reports are the right ones for you
  • Use UTM tags to track your performance
  • Understand what you need to know before Google Analytics 4 arrives
Stage 3
Fundamentals Session
  • Colleen Harris
    • Colleen Harris
    • Sincro

12:45pm - 1:25pm

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
Stage 1
  • Mike Huber
    • Mike Huber
    • Investis Digital

Architecting Desire: A New Strategy for Content Marketing for the Next Ten Years

After this session, you’ll be able to:

  • Understand how the five audience disruptions accelerated by 2020 will impact your content strategy
  • Improve your content operations, and revisit the roles and responsibilities of content marketers in 2021 to set you up for success
  • Apply a new framework of measurement for content marketing in the decade ahead
Stage 2
  • Robert Rose
    • Robert Rose
    • Content Marketing Institute

Intro to Brand Storytelling for B2B Professionals

After this session, you’ll be able to:

  • Use research to understand and categorize your audience and their behaviors to successfully deliver your marketing message
  • Identify ways that you can deliver a cohesive multi-channel story built for long-term success
  • Establish an ownable brand that ties together both a campaign strategy and a captivating story that aligns with your customer’s needs
Stage 3
Fundamentals Session
  • Jessica Antle
    • Jessica Antle
    • AvidXchange

1:55pm - 2:55pm

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

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

3:10pm - 3:50pm

Don’t Make Me Think: The Ultimate Guide to Writing Effective Headlines

After this session, you’ll be able to:

  • Write headlines that effectively grab your reader
  • Understand what makes a headline work and optimize your headlines to drive more traffic to your content
  • Identify why a headline isn’t working and edit it to improve engagement
Stage 1
  • Nadia Petschek Rawls
    • Nadia Petschek Rawls
    • Medium

TikTok for Business: What Marketers Need to Know

After this session, you’ll be able to:

  • Understand how to gain visibility by posting humorous or educational content along with trending music without going too far off-brand
  • Tap into a new audience that may not be actively following you on Facebook, etc.
  • Describe TikTok and sell the ‘why’ to key stakeholders
  • Identify and collaborate with TikTok influencers
  • Apply proven strategies from companies who have developed and engaged a loyal following on the platform
Stage 2
  • Carlos Gil
    • Carlos Gil
    • Gil Media Co.

When Majority Shouldn’t Rule: Inclusive Research by Design

After this session, you’ll be able to:

  • More easily identify “watch out” situations that can potentially persist racial inequities
  • Ethically recruit and segment POC and “minority” groups with intention
  • Identity opportunities to design for and market to POC more inclusively
Stage 3
  • Ally Hwang
    • Ally Hwang
    • Nationwide
  • Shara Coutourier
    • Shara Coutourier
    • Three Five Two

4:05pm - 4:45pm

Advanced Facebook Ads: How to Set Up Your Ads and Experiments the Right Way

After this session, you’ll be able to:

  • Set up Facebook ads like the experts do
  • Design fundamentally sound experiments that help you speed up your learning curve
  • Find the winning ads faster and double down on your winners
Stage 1
  • John Huntinghouse
    • John Huntinghouse
    • TAB Bank

How to (Finally) Stop Overthinking Your SEO Strategy

After this session, you’ll be able to:

  • Understand which projects will have the biggest impact on your site’s SEO growth and which projects can be deprioritized
  • Shift your focus from vanity metrics to the data points that actually matter when it comes to your site’s true SEO health
  • Free yourself from analysis paralysis and empower yourself and your team to take more ROI-based action
  • Save time, bandwidth, and money by re-focusing on the fundamentals of SEO
Stage 2
  • Mike Krau
    • Mike Krau
    • Markitors

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
Stage 3
  • Alennah Curran
    • Alennah Curran
    • 3M

5:00pm - 5:40pm

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
Stage 1
  • Tony Marlow
    • Tony Marlow
    • Integral Ad Science

Transforming with Optimization

After this session, you’ll be able to:

  • Create a vision for an optimization program
  • Identify high-value testing opportunities that align with the company’s goals for shared success
  • Explore proven methods for uncovering the stories in data and effectively communicate it to all teams
Stage 2
  • Amanda Simmons
    • Amanda Simmons
    • Full Cup Creative

Ditch Your Newsletter: Turn Subscribers into Customers

After this session, you’ll be able to:

  • Apply a framework for developing high-converting emails
  • Develop clear insights on how to structure your email layout
  • Use effective tools for reaching your marketing goals.

Go beyond the newsletter, and start guiding your subscribers to customer status.

Stage 3
Fundamentals Session
  • Emily McGuire
    • Emily McGuire
    • Flourish & Grit