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Day 1 Wednesday, September 25

8:30 am - 12:30 pm

Move Prospects Through the Customer Journey With a Solid Content and Digital Marketing Strategy

AM Workshop
  • Samantha Kermode, Vertical Measures
  • Samantha Kermode
  • Create ‘your’ customer journey and gain the ROI benefits of mapping that journey
  • Understand why it’s vital to create content that resonates with your audience at different stages of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beat the competition in search and beyond
  • Know where, when and how to promote your content in a way that encourages engagement and moves your prospects through the customer journey
  • Build an audience that you own, not rent, and the prove the value it creates for your organization
  • Evaluate your return on investment (ROI) for your digital marketing efforts
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing
  • Strategy

Become an SEO Rock Star: Actionable Strategies, Tactics & Tools

AM Workshop
  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton
  • Troubleshoot and fix common technical errors that hurt rankings and traffic
  • Prepare for site migrations (including https) and re-designs
  • Analyze your audience for SEO purposes
  • Map keywords to the buyer’s journey
  • Find and pursue additional SERP opportunities, such as featured snippets, image and video results
  • Audit your existing content to find hidden gems and problem areas
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure your website to create themes
  • Develop a content strategy based upon topical density that drives traffic
  • Increase online publicity and brand awareness through SEO techniques
  • Create an SEO strategy that can be implemented in prioritized steps
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • SEO & Search

Forget Everything You Know About Email Marketing

AM Workshop
  • Jen Capstraw, Iterable
  • Jen Capstraw
  • 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 Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • Email Marketing
  • Measurement
  • Strategy
  • UX & Design

Beyond Personas and the Customer Journey: The Next Step for CX Succes

AM Workshop
  • Michael Salamon, Lousy
  • Michael Salamon
  • Use existing strategy, customer research, and journey mapping to inform upcoming activities
  • Effectively break down the complexity of each phase in the journey, allowing for a hyper-focus on specific touchpoints
  • Integrate existing analytics and identify areas for investigation
  • Reduce the overall “churn” associated with marketing campaign execution
  • Accurately share the resulting thinking across the organization
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • Analytics
  • UX & Design

1:15 pm - 2:15 pm

Opening Keynote: The Four Horsemen of the Web Apocalypse

Keynote
  • Rand Fishkin, SparkToro
  • Rand Fishkin

Web marketing certainly isn’t going away, but four forces are combining to radically change how we’ve approached our work the last ten years vs. how we’ll have to in the decade ahead. Google’s removal of SEO opportunity, Facebook ending referral traffic, falling ad impact and rising competition spell an end to the “best practices” of the 2010s. In this presentation, Rand will look onto the horizon to see what new tactics and strategies are emerging from the ashes, and what we’ll need to know to stand out in the years ahead.

2:35 pm - 3:05 pm

Learn How to Create Videos that Educate, Entertain & Inspire

  • Brandon Arolfo, PBS
  • Brandon Arolfo
  • Produce videos that support specific marketing campaigns
  • Increase your YouTube subscribers and views
  • Measure the impact, reach, and engagement of your video content
  • B2B
  • B2C
  • Content Marketing
  • Strategy
  • Video Marketing

Data That Drives Email Marketing Relevance… and Revenue

  • Determine if/which of your data ready is to power your email marketing program.
  • Choose data to use in email that impacts the bottom line, a.k.a. bolsters email ROI.
  • Integrate multiple data sources, from easy plug-ins to robust data power tools.
  • B2B
  • B2C
  • Data
  • Email Marketing

How Brands Can Follow the YouTuber Imprint and Win Over Gen Z

  • Christy Pregont, Movement Strategy
  • Christy Pregont
  • Why editorializing your brand’s YouTube channel resonates with Gen Z—and how to develop the best strategy to do so
  • How to find the YouTube content that works, and shift away from what doesn’t
  • Maximizing your content with cost-effective production methods
  • Social Media
  • Strategy
  • Video Marketing

InstaBrain: The New Rules for Marketing to Gen Z

  • Sarah Weise, Bixa
  • Sarah Weise
  • 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
  • B2C
  • Conversion
  • Data
  • Strategy

3:20 pm - 3:50 pm

How to Leverage Digital & Strategic Partnerships to Reach New Audiences

  • Mike Epstein, Cinematic Music Group
  • Mike Epstein
  • Gain an understanding of three specific types of audiences you can reach out to for your business
  • Learn strategies for approaching brands you’re interested in partnering with
  • Use social media to find what audiences make sense for your business
  • B2B
  • B2C
  • Branding
  • Conversion
  • Social Media

Five Secrets to Creative Content From Your Favorite Songwriters

  • Sharpen your ability to craft strong images
  • Tighten your collaboration techniques
  • Use techniques for breaking through blocks
  • Expand your understanding of “writing”
  • B2B
  • B2C
  • Content Marketing
  • Strategy

The Feng Shui of Modern Email

  • Jen Capstraw, Iterable
  • Jen Capstraw
  • Recognize design trends that prioritize engagement and accommodate mobile and desktop email clients
  • Better align messaging and calls to action with campaign objectives
  • Boost ROI with personalization that moves the needle
  • Leverage the CTA secret that gets the click—even among disengaged subscribers
  • B2B
  • B2C
  • Email Marketing

What Space Jam 2 Can Teach Us About the Future of Voice Search

  • David Lovett, Rocket55
  • David Lovett
  • Understand the relationship between traditional SERPs and voice search
  • Identify quick wins and long term goals for your brand’s voice search presence
  • Assess the future of voice search and how it will affect your goals
  • Understand the rising threat that Amazon poses to our traditional view of SEO
  • B2B
  • B2C
  • Emerging
  • SEO & Search

4:05 pm - 4:35 pm

Sound, Search and Semantics

  • Upasna Gautam, Ziff Davis
  • Upasna Gautam
  • Understand the two fundamental parts of Google’s Automatic Speech Recognition (ASR): how sound is processed and how speech modeling is conducted
  • Know exactly what the four metrics Google uses to track the quality of the system are
  • Apply given tactics on how to target content by searcher need states to your own strategy
  • Emerging
  • SEO & Search

“Meh” to “Marvelous”: How to Market on Facebook Ads in the Era of Killer Competition (Placeholder Title)

  • Understand what changed over the past year and how to adapt your selling strategy for it TODA
  • Navigate the changes on Facebook Ads and go from media buyer to masterful markete
  • Use smart scaling tactics to cast a wider net without emptying your wallet
  • B2B
  • B2C
  • Conversion
  • Paid Advertising
  • Social Media

Trust by Design: Keeping Your Customer on Your Side

  • Look at visual and interactive signals to build trust in the experience and product
  • Asses designs for how the viewer will trust their visual and interactive messages
  • Look at a product’s long term success based on trust, rather than short-term profit gains
  • B2C
  • Strategy
  • UX & Design

4:50 pm - 5:20 pm

Transform Your Video Marketing To Be More Actionable

  • Saina Shelton, YouTube
  • Saina Shelton
  • Understand how to transform video marketing campaigns to be more actionable and discoverable
  • Use videos to initiate longer, more inclusive conversations, form deeper connections, and how to invite customers to take immediate, measurable next steps towards conversions
  • Leverage YouTube creators for reach, trust and influence to align with your marketing goals.
  • Utilize data for more insight driven content creation and to empower media strategies
  • Content Marketing
  • Strategy
  • Video Marketing

Defining the 5 Key Elements of your Brand DNA

  • Adrion Porter, AP & Company
  • Adrion Porter
  • Develop a strategic process of building your brand (company or personal) using five elements as a blueprint
  • Understand the true difference between branding and marketing
  • Differentiate your brand against the competition with an effective purpose, positioning, and promise
  • B2B
  • B2C
  • Branding
  • Strategy

How to Rock SEO in a Machine Learning World

  • Understand the massive changes SEO is going through, today (don’t blink!)
  • Know what AI capabilities are legitimately moving the needle in SEO and what are fantasy
  • Understand how to evolve your SEO strategy to include AI technologies
  • B2B
  • B2C
  • SEO & Search

So You’ve Joined the “Sonic Revolution” . . . Now What?

  • Gabe Tartaglia, Pandora
  • Gabe Tartaglia
  • Understand the importance of developing a Sonic strategy as we move towards an increasingly screenless world
  • Know why sound is one of the most powerful platforms that can impact human memory, emotion, and behavior
  • Get started developing a sonic ID
  • Build new models of measurement and effectiveness in this new era
  • B2B
  • B2C
  • Conversion
  • Emerging
  • Measurement

5:20 pm - 6:30 pm

Opening Reception

Day 2 Thursday, September 26

8:30 am - 9:00 am

Align Sales and Marketing Teams with a Successful B2B Account-Based Marketing Strategy

  • Fabian Gehring, Bosch
  • Fabian Gehring
  • Align sales and marketing goals
  • Identify and analyze target accounts
  • Develop personalized messages for high-value customers
  • Increase efficiencies and ROI of marketing campaigns
  • B2B
  • Conversion
  • Strategy

Seven Psychological Triggers Every Marketer Should Master

  • 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
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Strategy

How to Create Effective, Social-first Content Production Models

  • Juliette Richey, Movement Strategy
  • Juliette Richey
  • Gather the tools needed to create content built specifically for social media
  • Better understand how audiences consume content on different social platforms
  • Prioritize distribution strategies for various social channels
  • B2B
  • B2C
  • Content Marketing
  • Social Media

9:15 am - 9:45 am

Fyre Festival: 10 Marketing Lessons Your Business Can Leverage

  • Brian Fanzo, iSocialFanz
  • Brian Fanzo
  • Move beyond marketing your products/apps/services and focus on experience marketing
  • Empower today’s digitally connected consumer by capturing attention, maintaining attention and creating buzz
  • Understand why influencer marketing in 2019 requires much more than a celebrity posting an orange tile and how every business can leverage influencer marketing at scale
  • Spend more time understanding your customer while embracing the importance of transparency and authenticity in good times and when things go up in flames!
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Strategy

Make Your Data Talk and Sing for You

  • Alan K’necht, Knechtology Inc.
  • Alan K’necht
  • Use data visualization tactics to turn 1,000-word explanations into a quick and easy to understand single image
  • Apply the elements of storytelling to share the value of your data
  • Understand the difference between precise vs accurate data and how to leverage the power of accurate analytics data
  • Data
  • Strategy

Implementing Action Steps to Grow and Perfect Your Personal Brand

  • Kristy Love, Kristy Love
  • Kristy Love
  • Find your voice in branding your story
  • Build effective habits for consistency in branding
  • Create a simple action plan to clarify your brand message
  • Set bigger intentions for growth in your business
  • Branding

10:00 am - 10:30 am

Website Migration: What to Do Pre, During and Post

  • Samantha Kermode, Vertical Measures
  • Samantha Kermode
  • 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
  • B2B
  • B2C
  • SEO & Search
  • Strategy
  • UX & Design

Six Data-Validated Tactics to Increase Marketers Qualified Lead Volume

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth
  • Execute on six tactics that have been statistically proven to increase qualified lead volume
  • Avoid four widely implemented tactics that simply do not work
  • Analyze your current marketing efforts with a list of questions that will spark your journey towards repeatable and scalable growth
  • B2B
  • Conversion
  • Strategy

The Era of the Social Brand Troll: How We Got Here and What You Should Do

  • Obele Brown West, Weber Shandwick
  • Obele Brown West
  • Understand the impact of social “troll” marketing on consumers and public sentiment
  • Use specific criteria to evaluate whether this form of social connection is right for your company
  • Gain clarity on what contributes to valuable “human” relationships and engagement on social
  • Branding
  • Social Media
  • Strategy

11:00 am - 11:30 am

The Authenticity Lie: How to Build Loyalty Through Storytelling

  • Eric Thomas, SAGA MKTG
  • Eric Thomas
  • Build a digital identity that is unique to YOUR brand.
  • Understand how current brands are using trends to “feel” authentic
  • Use Digital Storytelling to do consistent cross-platform world building
  • Make “boring” brands more engaging
  • B2B
  • B2C
  • Branding
  • Content Marketing

How to Become a Thought Leader on LinkedIn

  • Ty Heath, LinkedIn
  • Ty Heath
  • Define the anatomy of a strong LinkedIn profile and summary
  • Invest in an effective content strategy to grow engagement around your thought leadership with a goal of generating leads
  • Amplify your voice and curate powerful conversations to guide prospects through the buyer’s journey
  • B2B
  • B2C
  • Content Marketing
  • Social Media

Overcoming Content Overload: Marketing Tactics for 2020

  • Paxton Gray, 97th Floor
  • Paxton Gray
  • Use the free software provided which is designed to assist in the content creation process
  • Run circles around your Goliath competitors using tactics they can’t deploy (and if you’re a Goliath, learn how to beat those pesky startups)
  • Analyze your audience in more effective ways to increase content success
  • B2B
  • B2C
  • Content Marketing

11:45 am - 12:15 pm

What Marketers Can Learn About Social Media from DJ Khaled and Drake

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Tap into new storytelling features on Snapchat and Instagram Stories
  • Create an employee advocacy strategy to boost organic social media reach
  • Leverage social listening effectively to find and engage potential customers
  • Build relatable, real-time moments like an A-list celebrity for your brand
  • List the types of content given preferential treatment by Facebook and Instagram
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Conversion
  • Social Media

The Psychology of a Website: Optimize for Cognitive Biases, Conversion Triggers, and Google’s RankBrain

  • Matthew Capala, Alphametic
  • Matthew Capala
  • Discover the key cognitive psychological biases and conversion triggers that affect your website visitors’ decision making
  • Replicate dozens of examples from some of the biggest brands to master the key principles of website persuasion
  • Upgrade your SEO game by optimizing for Google’s RankBrain, which uses AI and machine learning to better understand basic human instincts and behaviors
  • Use content to position your brand as a trusted authority in your field to reduce friction
  • B2B
  • B2C
  • Branding
  • Conversion
  • Emerging
  • SEO & Search

Small team. Tiny audience. Big impact.

  • Zuley Clarke, Business Gift Registry
  • Zuley Clarke
  • Understand the benefits of focusing on a niche audience
  • Create a strategy for identifying your hyper-obsessed audience
  • Use a framework for evaluating your audience segments
  • B2B
  • B2C
  • Conversion
  • Data

12:30 pm - 12:45 pm

Special Appearance: NBA Hall of Famer Dennis Rodman

Keynote
  • Dennis Rodman, NBA Hall of Famer
  • Dennis Rodman

Before we hand the mic to Seth Godin for our Day 2 lunch keynote, we have a special appearance by NBA Hall of Famer and personality, Dennis Rodman. Hear Dennis’s takes on media, marketing, personal branding, and more.

12:45 pm - 1:40 pm

Lunch Keynote: This is Marketing

Keynote
  • Seth Godin, Best Selling Author
  • Seth Godin

2:00 pm - 2:30 pm

Generating Brand Momentum by Turning Content into Commerce

  • James Royer, Merrell
  • James Royer
  • Implement tactics to get the flywheel moving with both organic and paid efforts, even with a small budget
  • Leverage content with a channel-specific approach to generate higher levels of reach
  • Apply principles of successful content marketing and a distribution strategy that can lead to conversion
  • B2B
  • B2C
  • Content Marketing
  • Conversion
  • Paid Advertising

Get More out of Every Email You Send

  • Dathan Brown, ActiveCampaign
  • Dathan Brown
  • Send more actionable emails
  • Easily segment for every stage of the customer lifecycle
  • Simplify your processes and improve reporting
  • Prove your value with better results
  • B2B
  • B2C
  • Conversion
  • Data
  • Email Marketing

UX Meets MBA: A Designer Goes to Business School

  • McLean Donnelly, The Makery Group
  • McLean Donnelly
  • Articulate the ROI of improved customer experiences
  • Build strategic plans that include customer and business outcomes
  • Teach creatives to use business metrics in their everyday work
  • Strategy
  • UX & Design

How Data Confident Are You?

  • Howard Luks, Eyeota
  • Howard Luks
  • Understand and address data quality concerns such as: How data is sourced, and how marketers know that they can trust supplier branded data
  • Gain valuable insight into the importance of trust and transparency between agency/buy-side with their data suppliers
  • Use standardized metrics and build the right tools to enable clear and consistent outcomes as well as a true comprehension of data quality
  • B2B
  • B2C
  • Data
  • Measurement
  • Strategy

2:40 pm - 3:10 pm

Marketers Can Rewrite the Stories of the Future

  • Tameka Vasquez, Genpact
  • Tameka Vasquez
  • Understand what the current narratives of the future are and why they need rewriting
  • Take advantage of the faster accumulation of data and speed of information
  • Adopt a futurist view in their storytelling to lead the way
  • B2B
  • B2C
  • Content Marketing
  • Data

Uncovering Hidden Data Risks to Effectively Reach Intended Audiences

  • Ken Van Every, Cars.com
  • Ken Van Every
  • Choose between first-, second- and third-party data to achieve your objectives and maximize your budget.
  • Debate between quality vs. quantity and find the perfect balance.
  • Know your data intimately: where it’s coming from, how it compares to your actual addressable market and common hidden risks such as audience arbitrage.
  • Understand how buying and selling data will evolve over the next few years.
  • Data

Experiential Marketing and Influencing the Consumer Journey

  • Develop an actionable brand experience for your target demographic in order to drive conversion and brand loyalty
  • Better understand the importance of social media engagement vs social media following
  • Comprehend the importance of influencers to brand experiences and conversions
  • Recognize strategic brand partnerships that lead to great brand experience
  • Branding
  • Content Marketing

3:20 pm - 3:50 pm

The Optimized Chatbot Conversation

  • Arvell Craig, Chatbot Funnels
  • Arvell Craig
  • 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
  • B2B
  • B2C
  • SEO & Search

Five Reports Every Marketer Needs to Master in Google Analytics

  • Colleen Harris, CDK Global
  • Colleen Harris
  • Understand the five most common reports in Google Analytics plus tricks on how to diagnose data issues for your website using Google Analytics
  • Leverage segments in Google Analytics to understand user engagement and the importance of setting up goals for your business
  • Utilize Google Data Studio to make reports that can highlight user engagement, and customer funnels while automating all of your reporting
  • B2B
  • B2C
  • Data
  • Measurement

Adjust Your Marketing Strategy to Fit in a Mobile-First World

  • Comprehend why it’s important to think mobile-first
  • Develop a cohesive strategy to making a mobile-first shift
  • Understand what areas still need desktop attention
  • Decide what marketing channels to ditch and which to double down
  • Discover new technologies that can help your company compete in a mobile landscape
  • Mobile Marketing
  • Strategy

4:00 pm - 4:30 pm

The Power of Employees: Your Secret Weapon to Amplify Brand Messaging

  • Kellee Montgomery, Ford
  • Kellee Montgomery
  • Rethink your social marketing distribution strategy to include internal communication
  • Increase social performance metrics without increasing media spend
  • Improve employee engagement, advocacy and satisfaction
  • Social Media
  • Strategy

Get Scrappy: Smarter Digital Marketing for Businesses Big and Small

  • Nick Westergaard, Brand Driven Digital
  • Nick Westergaard
  • Create a scrappy marketing strategy, helping you know what channel or platform works best when
  • Simplify your content marketing with four easy-to-employ hacks
  • Measure what matters in your marketing for continuous improvement
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • Strategy

Right Person, Right Platform: How to Make Your Ad Impressions More Relevant

  • Chase Carraro, Movement Strategy
  • Chase Carraro
  • Understand the tools and techniques available to measure your social advertising activity
  • Overcome the limitations involved in measuring paid social to drive cross-channel efficiency
  • Use data to make better, more informed decisions, and supercharge your social advertising campaigns
  • Justify your social advertising spend internally
  • B2B
  • B2C
  • Data
  • Measurement
  • Paid Advertising
  • Social Media

4:30 pm - 5:30 pm

Closing Reception, hosted by Workfront

Join us at Digital Summit Detroit 2019