Agenda | Digital Summit Detroit

Agenda

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

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Day 1 Tuesday, October 25

8:30am - 12:30pm

YouTube Lead Generation Strategies to Boost Your Business

Masterclass
  • Desiree Martinez, All-In-One Social Media
  • Desiree Martinez

At the end of this Masterclass, you’ll be able to:

  • Develop a business case for using video to generate business leads
  • Identify specific type of videos to create based on your marketing goals
  • Understand what equipment is required to produce scalable video content
  • Create videos that are optimized for conversions and easily found in online searches
  • Engage more prospects and broaden your content marketing strategy with YouTube content

Included with Platinum Passes, upgrade required for Main Event Passes
  • Video Marketing
  • YouTube

Decoding SEO: How to Build Your Online Visibility – Without the Technical Jargon

Masterclass
  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

At the end of this Masterclass, you’ll be able to:

  • Evaluate your site’s SEO health
  • Identify, troubleshoot, and correct common technical errors
  • Utilize the most effective SEO tools
  • Perform keyword research and develop a data-driven content strategy
  • Audit your existing content to find hidden gems and problem areas
  • Analyze and deconstruct competitor’s sites
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure your website to enhance crawlability
  • Optimize on-site elements
  • Prepare for and execute site migrations and redesigns
  • Manage redirects
  • Find and pursue additional SERP opportunities, such as featured snippets and FAQs
  • Create and implement a prioritized SEO strategy

Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

Building the Brand Trifecta: Develop the Three Key Messaging Components that Wins More Work

Masterclass
  • Kate DiLeo, Kate DiLeo Branding
  • Kate DiLeo

At the end of this Masterclass, you’ll be able to:

  • Hone in on your brand’s personality and tone of voice, so that your message authentically sounds and seems like you
  • Define what “ideal” looks like for your target audiences and uncover the bottom-line heart pain you solve for each
  • Develop the three key brand messaging components that provoke the prospect to want to have a conversation with you
  • Clarify how to deploy your brand to get more prospects to the table, more users who click, and more customers who buy

Who should attend? This session is for marketing leaders who have direct responsibility for developing and implementing a brand strategy in alignment with their organization’s sales and marketing goals.

Included with Platinum Passes, upgrade required for Main Event Passes
  • Branding

1:15pm - 2:15pm

Building Creative Habits That Lead to Better Marketing

Keynote
  • Jenny Haggard, Spotify
  • Jenny Haggard

After this session, you’ll be able to:

  • Understand four core sources of creativity in marketing
  • Uncover the most impactful questions to develop creative ideas
  • Use sound and silence to fuel your marketing
  • Implement daily habits that improve your creativity
  • Practice brainstorming techniques to use with your team

  • Creativity
  • Voice / AR / VR

2:30pm - 3:00pm

Migrating to GA4: How to Prepare Now for the Mandatory Transition

  • Roy McClanahan, Marketing Mojo
  • Roy McClanahan

After this session, you’ll be able to:

  • Create a GA4 migration plan for your organization
  • Ensure that your GA4 property mirrors much of what you currently measure in Universal Analytics
  • Archive your historical Universal Analytics for future access

  • Customer Experience
  • Data & Analytics
  • Website

Choosing Wisely: How to Better Approach Life’s Biggest Decisions

  • Jenny Haggard, Spotify
  • Kate DiLeo, Kate DiLeo Branding
  • Jenny Haggard
  • Kate DiLeo

15 Social Media Lessons it Took 15 Years to Learn, with 15 Takeaways for Today

  • Jim Tobin, Ignite Social Media
  • Jim Tobin

After this session, you’ll be able to:

  • Apply tactics from 15 years of social media insights to your own social media marketing
  • Avoid common social media marketing pitfall
  • Take steps today to strengthen your social media efforts

  • Social Media

3:15pm - 3:45pm

How to Build the Business Case and Gain Support for (Fill in the Blank)

  • Adara Bowen, American Marketing Association
  • Adara Bowen

After this session, you’ll be able to:

  • Leverage a framework for objectively reviewing current business situations through a data lens
  • Conduct a compelling SWOT analysis rooted in unbiased insights
  • Prepare an executive summary with compelling recommendations and data points that can’t be ignored

  • Culture, Impact & Leadership
  • Data & Analytics
  • Marketing Operations

Content First Omnichannel Planning

  • Patty Radford Henderson, Annum
  • Patty Radford Henderson

After this session you’ll be able to:

  • Garner top-down alignment on an omnichannel approach to strategic planning
  • Establish an overarching and prioritized content plan
  • Develop cross channel content programming

Who should attend? This session is for marketers who are striving to deliver more integrated omnichannel experiences and need some quick wins to get things moving in the right direction.

  • Content Marketing

Performance Advertising Through Connected TV – Better Than Facebook?

Presented by Datawrkz
  • Senthil Govindan, Datawrkz
  • Senthil Govindan

After this session, you’ll be able to:

  • Understand Connected TV options and how to target your audience
  • Measure results on Connected TV just the same as any other digital advertising channel you use
  • Build a Connected TV Plan

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Branding
  • Lead Gen / Conversion / Retention

4:00pm - 4:30pm

How to Deliver Practical, Personalized Emails that Drive Action

  • Emily McGuire, Atlassian
  • Emily McGuire

After this session, you’ll be able to:

  • Deliver highly relevant, personalized email campaigns that drive action
  • Apply messaging tricks to remove the creep-factor
  • Execute key email campaigns that every personalization strategy should include

  • Email Marketing
  • Personalization

Building the Brand Trifecta: Develop the 3 Key Messaging Components of a Brand that Wins More Work

  • Kate DiLeo, Kate DiLeo Branding
  • Kate DiLeo

After this session, you’ll be able to:

  • Implement best practices for developing a strong brand that truly creates the path of least resistance to revenue for your company
  • Apply the three key brand components that provoke the prospect to have a conversation
  • Clarify how to organize your brand message for getting more prospects to the table, more users who click, and more customers who buy

  • Branding

Incorporating TikTok Successfully Into Your Influencer Marketing Strategy

  • Danielle Wiley, Sway Group
  • Danielle Wiley

After this session, you’ll be able to:

  • Select TikTok influencers that are right for your campaign
  • Craft a set of post instructions that will give creators the essential facts about your brand but not hold them back creatively
  • Measure your campaign’s effectiveness against your brand’s KPIs

This session is for brand marketers who have experience in influencer marketing on platforms such as blogs, Instagram, Facebook and Twitter and who want to extend that work into TikTok.

  • Content Marketing
  • Internal Marketing
  • Social Media

4:30pm - 5:30pm

Opening Reception

Hosted by Datawrkz

Day 2 Wednesday, October 26

8:30am - 9:00am

Embrace Your Aspirations & Fail Forward

  • Jacob Brown, Amazon
  • Jacob Brown

After this session, you’ll be able to:

  • Boldly face the fears that once crippled you
  • Set measurable, timely, and obtainable goals
  • Tap into the hidden potential that’s inside of us all

  • Professional Development

Crafting A Sales Message That Sells

  • Olga Kovtun, Olga Kovtun, LLC
  • Olga Kovtun

After this session, you’ll be able to:

  • Simplify your message to capture your audience’s attention
  • Enact an easy framework for guiding your audience to take action
  • Help your customers solve their problems with your products or services

This session is for business professionals, digital marketers, and business owners who want to simplify their message so their customers will listen and act.

  • Consumer Behavior
  • Content Marketing
  • Customer Experience
  • Lead Gen / Conversion / Retention

Irrational Advocacy: The Absurd Science of Brand Love

  • Dan Cobb, Daniel Brian Advertising
  • Dan Cobb

After this session, you will understand:

  • The building blocks of Brand love
  • The three stages of Brand Love
  • Essential strategies to create a cult-like Brand-Community for your company

  • Branding
  • Customer Experience

9:15am - 9:45am

Emotion and the Customer Journey: Go Beyond the NPS to Improve Your Customer Experience

  • Michelle Stinson Ross, Feelalytics
  • Michelle Stinson Ross

After this session, you’ll be able to:

  • Identify how emotion impacts micro conversions along your customers’ journey
  • Implement a customer feedback strategy that goes beyond the NPS
  • Adjust customer engagements based on feedback

  • Consumer Behavior
  • Customer Experience
  • Data & Analytics

The World’s Greatest SEO Audit: Transformative Strategies to Futureproof your Success

  • Matthew Capala, Alphametic
  • Matthew Capala

After this session, you’ll be able to:

  • Adapt to the recent Google changes to position your strategy ahead of the evolving algorithm (and the competition)
  • Perform a strategic and action-oriented SEO audit to prioritize your content, UX, backlink, and technical strategies
  • Identify and focus on the 20% of the strategies that will drive 80% business results to develop a winning SEO Roadmap
  • Upgrade your SEO game by learning the latest advanced strategies from the trenches

  • Content Marketing
  • SEO & Search

10:00am - 10:30am

Making Your Data Talk/Sing For You: Use the Power of Storytelling to Influence Action

  • Alan K’necht, K'nechtology Inc.
  • Alan K’necht

After this session, you’ll be able to:

  • 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 & Analytics
  • Storytelling

Implement Video Marketing Strategy Anyone Can Do (No Dancing Required!)

  • Desiree Martinez, All-In-One Social Media
  • Desiree Martinez

After this session, you’ll be able to:

  • Dismantle myths and understand the facts about the current state of video marketing
  • Generate video content ideas by identifying top trends
  • Make video content that’s relevant to your brand
  • Widely distribute your videos and get more leads

  • Video Marketing

How to Increase Conversion Rates By 35% in 120 Days

  • Ayat Shukairy, Invesp
  • Ayat Shukairy

After this session, you’ll be able to:

  • Identify the right items you should test and effectively measure the impact on your bottom line
  • Set up a work flow (technology and process) to maximize efficiency with your lead conversion program
  • Use proven resources and timelines to hit the ground running and start increasing your conversion rates

  • Lead Gen / Conversion / Retention

10:30am - 11:00am

Networking Break

Hosted by Metric Marketing

11:00am - 11:30am

Responsive Brand Planning: Building a Digital Framework for Success

Presented by Pantheon
  • Ken Hogan, Motionstrand
  • Ken Hogan

After this session, you’ll be able to:

  • Integrate marketing tech stack tools into a platform to connect data and streamline workflow and process
  • Identify OKRs and KPIs to gain insights, report ROI and optimize your omnichannel programs
  • Enable your future growth with a solid foundation not just to survive but also to thrive with whatever the next big disruption may be

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Marketing Operations

Building Advocates with Experiences

  • Cliff Seal, Salesforce
  • Cliff Seal

After this session, you’ll be able to:

  • Identify opportunities to create a uniquely memorable experience
  • Empower every customer-facing employee to create advocates through consistently positive interactions
  • Leverage your brand to make a positive impact on the world, hand-in-hand with your customers

  • Customer Experience

SEO & Content Marketing Cheat Codes to Reduce Your Customer Acquisition Costs

  • Arron Goodin, AdLift, Inc.
  • Arron Goodin

After this session, you’ll be able to:

  • Reduce your overall customer acquisition costs
  • Leverage synergy between paid and organic search efforts
  • Leverage consumer behavior to sculpt your content marketing strategy – data driven strategy

  • Content Marketing
  • SEO & Search

11:45am - 12:15pm

The Psychology of Web Content: Mastering Cognitive Biases, Conversion Triggers and Modern SEO

  • Matthew Capala, Alphametic
  • Matthew Capala

After this session, you’ll be able to:

  • Discover the key cognitive biases and conversion triggers that affect your website visitors’ decision making
  • Replicate examples from some of the most successful 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

  • Consumer Behavior
  • Content Marketing
  • SEO & Search
  • Website

Unlocking Page One: Understanding Google’s “Helpful Content” Guidelines

  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

After this session, you’ll be able to:

  • Confidently craft content for your site, armed with a full understanding of Google’s newest content guidelines
  • Better understand what kinds of content get rewarded – and penalized – by Google
  • Create a plan to not only write new, optimized content, but also update existing content

This session is for digital marketers who want to better understand Google’s newest guidelines and ensure their content is as effective as possible.

  • Content Marketing
  • SEO & Search

An Empathetic Approach to Digital Accessibility

  • Josh Salazar, University of Michigan
  • Josh Salazar

After this session, you’ll be able to:

  • Analyze a post-COVID world through the lens of digital accessibility
  • Unravel and dispel the myths of digital accessibility
  • Implement small changes that will make a big difference for everyone

  • Accessibility
  • Website

12:15pm - 1:15pm

Lunch & Networking Break

Hosted by Pantheon

1:15pm - 1:45pm

From Search to Conversion: The End-to-End Website Experience

  • Elmer Boutin, WrightIMC
  • Elmer Boutin

After this session you’ll be able to:

  • Eliminate barriers that cause a sub-par user experience once visitors arrive at your websie (things that the search engines also look at when evaluating a website for ranking in search)
  • Identify types of content that will help you earn more attention through a human-centered, data-driven approach to content marketing
  • Fix issues causing friction on your website that hamper your abilities to convert visitors into customers

  • Content Marketing
  • Customer Experience
  • Lead Gen / Conversion / Retention
  • SEO & Search
  • Website

The Authenticity Lie: How to Build Loyalty Through Storytelling

  • Eric Thomas, City of Detroit
  • Eric Thomas

After this session, you’ll be able to:

  • 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

  • Storytelling

Breathing Life Into Legacy: How to Create in the Space of Iconic Brands

  • Akil Alvin, Digital Detroit Media
  • Akil Alvin

After this session, you’ll be able to:

  • Use a brand guide to ensure you’re aligning with a brand’s existing legacy while executing fresh ideas
  • Define and execute effective project management strategies when working with the brand
  • Speak to your audience authentically through the prism of the corporation you are branding

  • Branding

2:00pm - 2:30pm

Don’t Build a Brand, Start a Club: Tactics for Creating a More Connective Brand

  • Kendra Rainey, Edgar Allan
  • Kendra Rainey

After this session, you’ll be able to:

  • Identify the right discovery exercises for defining your brand
  • Use audience research to find your brand’s most connective, compelling position
  • Bring your brand to life as you move from concept to implementation

Leveraging Free Data from Search Engine Webmaster Tools

  • Dave Rohrer, NorthSide Metrics
  • Dave Rohrer

After this session, you’ll be able to:

  • Use new and improved tools that will elevate your SEO, content and analytics strategy
  • Apply tactics to more effectively export and leverage data
  • Leverage examples and templates as soon as you are back in the office to improve the data in your SEO and content marketing efforts

  • Content Marketing
  • SEO & Search

Brain to Building X: The Intersection Between Human Science and Brand

  • Julia Calabrese, Ford Motor Company
  • Julia Calabrese

After this session, you’ll be able to:

  • Understand the 3 primary components of human science & their implication to your marketing channels
  • Identify the your brand’s psychological distance (i.e. the gap between where your brand is and where your customers are) and ways to bridge that gap
  • Leverage your brand purpose to drive human experience (digital, physical or otherwise)

  • Branding
  • Consumer Behavior
  • Customer Experience

2:45pm - 3:15pm

3 Ways Your Brand Can Easily Benefit from Internal Podcasting

  • S. A. Grant, Boss Uncaged
  • S. A. Grant

After this session, you’ll be able to:

  • Implement internal podcasting as an optimized content marketing strategy
  • Achieve tactical brand growth through the utilization of internal podcasts
  • Utilize internal podcasts in team building

This session is for business owners, entrepreneurs, and start-up founders looking to connect equally with their employees and customers, and who want to understand how to reach these audiences through internal podcasts.

  • Audio
  • Branding
  • Content Marketing

How to Write Content That Ranks

  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

After this session, you’ll be able to:

  • Create content outlines that include data-driven topics, keywords, word counts and more
  • Utilize insights and tools to successfully draft content that ranks
  • Save time by being strategic with your content creation strategy

If you’re a digital marketer who’s ready to step up your content game, then this is the session for you. But be warned: Writing data-driven content isn’t easy—but it sure is a lot more rewarding!

  • Content Marketing
  • SEO & Search

#FeelingsMatter: Creating Emotional Customer Connections

  • Michelle Stinson Ross, Feelalytics
  • Michelle Stinson Ross

After this session, you’ll be able to:

  • Understand how emotion impacts purchase decisions, sales, and customer loyalty
  • Implement emotional awareness into your brand strategy
  • Define and track KPIs related to emotional brand messaging

Who should attend? This session is for senior digital marketers who have responsibility for branding decisions within their organizations.

  • Branding
  • Consumer Behavior

3:30pm - 4:00pm

Striking the Right Tone: How to Stand Out in a Sea of Social Sameness

  • Joie Healy, Cisco
  • Joie Healy

After this session, you’ll be able to:

  • Apply tactics to put story at the heart of everything you do
  • Identify and fit the culture imperative of the channels you’re using
  • Find your tone and your voice on key social platforms in order to stand out

  • Content Marketing
  • Social Media
  • Storytelling

Content is Design: How to Use Content Design to Make the Digital Universe a Better Place

  • Kendra Rainey, Edgar Allan
  • Kendra Rainey

After this session, you’ll be able to:

  • Identify the process pitfalls that often make digital content fall flat
  • Cultivate a content design mindset in your organization
  • Begin building your organization’s Content Design toolbox

  • Content Marketing
  • UX & Design

4:00pm - 5:00pm

Closing Reception