Digital Summit Detroit 2016
Join Digital Summit for two days of leading-edge digital media and marketing content, mixed alongside top-flight networking with internet execs, online marketers, entrepreneurs and digital strategists.

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Tuesday, October 11

Pre-Conference Workshops

8:30am – 12:45pm

Pre-Conference Intensive Workshops

(Included with All-Access & Platinum Passes, upgrade required for Conference Passes)

Quinn Whissen - Vertical Measures

Precon Workshop: The Proven 8-Step Formula to Content Marketing

Quinn Whissen | Director of Marketing, Vertical Measures

Content marketing is no longer a trend, or some newfangled strategy; it’s an important part of digital marketing that is here to stay. Come spend the morning with experts from content marketing agency, Vertical Measures, where you’ll learn an 8 step formula for creating content marketing that can drive some serious traffic, leads and sales.

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It doesn’t matter who you are; whether in B2B or B2C, a large or small company, these 8 foundational principles have been proven to work for companies across multiple industries. Get ready to dive right into this fun and interactive session!

This 8 Step Process is a continuous, dynamic process that never ends, and knowing the ins and outs of this process is vital. In this morning long session, you will walk away with knowledge on how each step fits into the larger picture:

  1. Strategy Development | How to create a plan that guides all your content efforts
  2. Ideation | Ways to play “content Moneyball” and come up with hundreds of topic ideas painlessly
  3. Content Creation | What types of content are out there and how each can be created
  4. Optimization | Don’t press publish before you follow these simple, yet essential SEO best practices
  5. Promotion | Get social and understand what platforms work best for you and if paid ads can help
  6. Distribution | How you can get more eyes on your content through targeted, off-site channels
  7. Lead Nurture | Email is a vital component of a content strategy that keeps your relationships alive
  8. Measurement | Learn what core KPIs to look at to understand failures and successes

In this half day workshop, you’ll get real world advice from trainers who have been in the trenches and have seen what it takes to make content marketing truly work. Plus, you’ll be equipped with even more insights and tools, including:

  • An editorial content calendar and other actionable worksheets and guides
  • Tactics on how to convince your boss to invest in content marketing
  • How to align your processes, priorities, and people to drive new business
  • A background on the history and philosophy that drives content marketing
  • Ways to jumpstart your strategy with simple “hacks” that actually work
  • Inspirational advice to align your team and create a content marketing culture

At the end of this workshop, you will receive a workbook, certificate of completion, and you’ll also get access to Vertical Measures’ latest book that goes into each of the 8 Steps in further detail, Content Marketing Works: 8 Steps to Transform your Business.

Michael King - iPullRank

Precon Workshop: Comprehensive Search & SEO Strategies

Michael King | Founder & Digital Marketing Consultant, iPullRank

So much is riding on the ability of customers to find you. Our Comprehensive SEO & Content Strategy sessions are sure to give you results. Find out what you need to know about maximizing your visibility for your content in Organic Search.

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Understand the latest algorithm updates and what actions you need to take to get more visibility out of them. We’ll provide workflows, tools, and work through your specific scenarios in this workshop. Dig deep and learn about Mobile Search, optimizing Social Media for Search and how to build and maintain a great Organic reputation. We’ll also include some advanced technical tactics and methodologies so there’s something for everyone to take away.

Key Takeaways include:

  • What are the latest updates to Google’s algorithm that you should care about
  • How to make modern JavaScript-driven websites accessible
  • What features does the algorithm take into account and how do you capitalize on them
  • How to make business cases for SEO through persona-driven keyword research
  • How Content Strategy leads to better Content Marketing
  • How to do effective Content Audits
  • How to develop Content Strategy workflows for individuals and teams
  • How to account for Mobile-friendliness in Content Strategy and SEO

Michael Barber - barber&hewitt

Precon Workshop: For the Love of All Things Email: How to Build Effective Email Programs for the Modern Consumer

Michael Barber | Founder, barber&hewitt

While we (marketers) were shoring up our social and mobile strategies over the last 5+ years, something happened: Email had a renaissance. Driven largely by our always present smartphones and Inbox FOMO (fear-of-missing-out), we are consuming more email at all times of day in all sorts of places.

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These trends provide massive opportunities for marketers to capitalize on this tried and true digital tactic, but most brands are still doing the same old one-size-fits-all campaign.

In this half-day workshop, you’ll learn how to ask the right questions related to your strategy, generate insights for effective campaigns and additional marketing channels, and delivery great campaigns for our subscribers.

Key takeaways include:

  • Latest trends and stats on email marketing.
  • How to perform effective email audits.
  • How to select email marketing/marketing automation providers.
  • How to build effective email workflows with your organization/agency.
  • How to leverage modern web tools to create kickass emails.
  • How to develop short and long-term communications plans with subscribers.
  • How to determine the email metrics that matter.
  • What does the future look like for email?

Main Conference

12:45pm

Main Conference Registration Opens

1:15pm – 2:15pm

Opening Keynote

Seth Godin - Bestselling Author

Seth Godin| Bestselling Author of Linchpin: Are You Indispensable?

Seth Godin is the author of 17 books that have been bestsellers around the world and have been translated into more than 35 languages. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. You might be familiar with his books Linchpin, Tribes, The Dip and Purple Cow. In addition to his writing and speaking, Seth has founded several companies, including Yoyodyne and Squidoo. His blog (which you can find by typing “seth” into Google) is one of the most popular in the world. In 2013, Godin was inducted into the Direct Marketing Hall of Fame, one of three chosen for this annual honor. Recently, Godin once again set the book publishing on its ear by launching a series of four books via Kickstarter. The campaign reached its goal after three hours and ended up becoming the most successful book project ever done this way. His latest, The Icarus Deception, argues that we’ve been brainwashed by industrial propaganda, and pushes us to stand out, not to fit in.

2:30pm – 3:00pm

Michael King - iPullRank

Futureproofing your SEO

Michael King | Founder & Digital Marketing Consultant, iPullRank

You’re an executive with too many things under your purview, the last thing you have time for is keeping up with the myriad changes Google is making. You’re not sure what to make of the landscape, who are the right partners or how to set the strategy for your organization. So how do you stay on top of SEO into 2017 and beyond? In this session, iPullRank founder Mike King, gets you up to speed on everything you need to know about Search Engine Optimization to make the right decisions about Organic Search for your organization. In this session you will learn:

  • What changes Google has made that can make a material impact on your business goals.
  • What are the upcoming trends in Organic Search that you need to prepare for
  • How to strategically execute modern SEO
  • How to effectively measure SEO results for business impact
  • How to make the right SEO hire
  • How to find the right SEO partner
  • What tools your team should be using to do effective enterprise-level SEO

Chad Rumminger - Twitter

Twitter Video: Your connection to What’s Happening

Chad Rumminger | Lead Sales Manager, Twitter

People come to Twitter to find out what’s happening now – from news to sports to entertainment.  And as video increasingly becomes the chosen medium for individuals and companies to tell their stories live, Twitter is uniquely positioned to offer advertisers and creators the best live video experience.   In this session, attendees will learn how brands, creators and marketers can leverage Twitter to connect with consumers more effectively through video.  There is simply no other platform with such a live connection to the right audience at the right time.  Attendees of this session will walk away with a better understanding of:

  • How to drive results with video on the most influential platform.
  • Leveraging Twitter to reach a Live, Premium audience.
  • Build creative focused on proven results.
  • Tell captivating brand stories through Twitter Video.

Roundtable: Content Marketing Strategies

Michael Barber | Founder, barber&hewitt
Melissa Joy Kong | Founder & CEO, Iceberg Content Marketing Agency
Brendan Walsh | Co-Founder & Principal, Mole Street
Sahrah Dermish | Digital Strategy for Marketing and Retail, CDK

There’s little doubt that content marketing is an essential component of an effective digital marketing strategy. But good, proactive marketers know that to maintain brand relevance and up-level their campaign’s effectiveness, it’s critical to stay on top of constantly proliferating technologies and distribution channels. This roundtable of experts will consult their crystal balls to consider:

  • Will “content marketing” simply become “marketing?
  • How automation will expand the value and impact of content.
  • Connecting content to KPIs.
  • The intersection of content and customer journey mapping.
  • Growing metrics associated with the pipeline versus a website.

Early Stage Funding Strategies

David Weaver | Founder / Chairman, Great Lakes Ventures
Patti Glaza | VP & Managing Director, Invest Detroit Ventures
Brad Berryman | SBA Loan Specialist, Fifth Third Bank
Romualdo Ancog | Lead Lender Relations Specialist, U.S. Small Business Administration, Michigan District Office

From crowdfunding to angel to venture, this panel of investors and serial entrepreneurs share and discuss the latest tools, strategies and inside tips on raising startup capital.

3:15pm – 3:45pm

Christina Duron-Yu - Oracle

Lean Marketing: The Next Frontier

Christina Duron-Yu | Global Director, Industry Solutions, Automotive & Manufacturing Industries, Oracle

Many industry sectors, and especially automotive manufacturers, are no stranger to improvement strategies such as CQI or lean six sigma. In fact, these organizations have gone through extensive transformation when it comes to other parts of their business all in an effort to reduce defects and waste while improving productivity and results.   With the advent of big data and marketing automation,  Marketing is the next frontier for lean optimization. Lean marketing transformation focuses on advertising/MarCom and how to improve performance in these areas.  In this session you’ll learn how:

  • A data driven strategy can move KPIs in the right direction and create the alignment and results needed
  • A data driven strategy helps to reduce marketing waste (in terms of both dollars and effort) required to deliver the right message/offer to the right customer, in the right channel, at the right time

Brad Spychalski - Pinterest

The Art + Science of Content Strategy: How Values, Interests and Insights Can Unlock Creative Ideas

Brad Spychalski | Creative and Brand Strategist, Pinterest

According to Jef I. Richards, “Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’” Compelling content and creative is only possible when it’s rooted in strategy and insight. This session will examine how Pinterest, through the platform’s interactive Workbench curriculum, works hand-in-hand with brands to synthesize platform insights, user interests + behavior, and brand + product values to build compelling content strategies that achieve business goals. After this session you’ll be able to:

  • Better understand the role of user behavior and interests when creating content strategies;
  • Leverage platform insights to unlock lighthouse creative ideas;
  • Build a content strategy for your brand utilizing Pinterest’s Workbench content framework;
  • See how other Fortune 500 brands are leveraging Workbench for creative, merchandising and offline marketing

Michael Brito - LEWIS Pulse

Breakthrough Storytelling Starts With Analytics

Michael Brito | Head of U.S. Digital Marketing, LEWIS Pulse

There is a content & media surplus in the market today and customers have an attention deficit. This is causing your customers to have tunnel vision and only pay attention to the content that is relevant to them at a very specific moment in time. And, because purchase behavior is dynamic and unpredictable, capturing customer interest is critical. At the end of this session, attendees will be able to:

  • Craft a laser-focused content strategy based on audience intelligence
  • Leverage the same data to determine your paid media strategy
  • Reach customers with the right content, at the right time, in the right channel, with a story that is completely relatable, Integrate employee driven storytelling into the brand experience

Adrian Fortino - Mercury Fund

Startup Metrics: What Investors Want to See

Adrian Fortino | Partner, Mercury Fund

When initially evaluating early-stage software companies, investors want to get a sense of the size and scale of the business through market opportunity, revenue, bookings, and gross margin. Once investors have a view of a company, they’ll want to understand the company’s growth potential.

But what’s the best way to present these key business and financial metrics? How can metrics help tell a story? And how do entrepreneurs highlight real product and engagement metrics, not vanity numbers? In this lively discussion, get the real story on the startup metrics that matter for emerging companies.

4:00pm – 4:30pm

Matthew Sharp - AOL

The Alchemy of Connection: How Brands Can Become Multi-platform Storytellers

Matthew Sharp | Associate Director, Consumer Analytics & Research, AOL

More and more brands are becoming content creators themselves to facilitate a deeper conversation with their consumers. This presentation is a meta analysis of 2+ years of research across over 40 custom content campaigns as well as in-depth cross-platform content consumption and motivational research that will provide key insights on how to become an effective cross-platform storyteller. It will focus on how do these programs, which include branded entertainment, native, and custom content, drive brand metrics, how deep advertisers can go in integrating their brands into content, the degree to which this content should be cross-device, and how brands can approach content creation from an informed and insightful perspective.

Joe Salowitz - Universal Mind

8 Mindsets Shared by Companies that are Excelling in the Digital Age

Joe Salowitz | Director of Experience Innovation, Universal Mind

In today’s digital culture, every organization is a software company, even if they weren’t built as one. Some organizations, like BMW and Nike, have realized this and acted on it, transforming their verticals accordingly.

At Universal Mind, we’ve done significant research on the topic and have found that businesses that have successfully made this transformation share a collection of specific mindsets. We’ve organized these mindsets into an organizational blueprint that includes best practices from Lean/Agile methodologies, human-centered design, continuous delivery, and more. During this session, we will unpack that blueprint and talk about how your organization can leverage these mindsets to optimize digital value delivery. You’ll learn:

  • Core techniques that mature organizations use to consistently deliver digital value to their customers efficiently.
  • The most common pain points in digital product delivery and learn how to address them.
  • Concepts of enterprise agility, human-centered design, continuous delivery and more can be applied practically from the board room to the developer’s keyboard to smoothly and consistently enhance digital delivery.

Roundtable: Key 2016 Trends in Search and Social

Matthew Capala | Founder & Managing Director, Alphametic, Author
John Colucci | Director of Social Media, Sinclair Broadcast Group
Leslie Drate | US Consumer Print Social Media Marketing, HP
Jason Dove | Senior VP of Sales, SocialCentiv

Most experienced marketers “get” that SEO and Social Media functions are less effective as distinct channels and work better as a coordinated effort. Hear from a group of leading practitioners discuss the trends that impact the technology that powers the search and social media experience, and the real world logistics of implementing integrated search and social media campaigns within a company.

Roundtable: Women Entrepreneurs

ZaLonya Allen | Founder and President, South East Michigan Entrepreneurs Association
Erin Bonahoom | Founder, Canvas Legal, PLC
Delora Hall Tyler | President & CEO, First Media Group, Inc.
Olga Tecos | Founder and Owner, Aretée Day Spa

Between 1997 and 2014 the number of women-owned business in the US rose by 68%. Women are starting businesses twice as fast as men, however their revenue has been significantly less. Successful women entrepreneurs know that there is a path to success. This panel of experts will discuss the five major challenges women entrepreneurs face and how to overcome them. Topics include:

  • Overcoming fear and building confidence
  • Access to capital
  • Creating a strong referral network
  • Mentors and Role Models
  • Balancing business and family life

4:45 – 5:15pm

Oli Gardner - Unbounce

Frankenpage: Using A Million Little Pieces of Data to Reverse Engineer the Perfect Landing Page

Oli Gardner | Co-Founder, Unbounce

Theory. Principles. They’re essential to guide how we design our campaign experiences. But, if they aren’t backed up by data, our decision making powers are missing a critical piece of the conversion equation.

In the only landing page session you’ll need to attend this year, Oli will share a series of conversion data stories. After mining through a million data points to uncover and dissect how conversion actually works, Oli will channel lightning bolts and body parts as he sews together the ultimate landing page.

Takeaways from this session include:

  • How to improve the clarity of your value proposition through qualitative experimentation
  • How to combine data insights and user experience to create marketing experiences that are both delightful, and high converting
  • How to use attention-driven design to focus your visitors on the conversion goal of your pages
  • How to create a high-converting lead generation form
  • How to hack your way to conversion insights with no technical help or stakeholder permission

John Colucci - Sinclair Broadcast Group

Social Livestreaming and You: The state of Facebook Live and Periscope

John Colucci | Director of Social Media, Sinclair Broadcast Group

We now know that live-streaming is the future of where social media will go and that Facebook is kinder algorithmically to this format. But know that it’s not just for news and media, marketers can benefit from this opportunity to connect their brand to their loyal fans. Hear from a broadcast expert on how both Facebook Live and Periscope has been successful in local news and how to inspire thought on using this platform for your brand. Attendees will walk away with a better understanding of:

  • Why marketers need to embrace social live-streaming
  • What the different type of broadcasts are and how to use them for marketing and brand awareness
  • How livestreaming goes beyond just being a “social media” tool

Jordan Koene - Searchmetrics

Surviving the Search Plateau: 3 Tactics to Bring Your Website’s SEO Visibility to New Heights

Jordan Koene | Chief Evangelist, Searchmetrics

After countless hours of fine tuning, you’ve worked from scratch to set the scene for great SEO performance – every technical challenge tackled, and every slice of content in check. But after initial optimization, you see a slow in your once-skyrocketing SEO visibility as the obvious options for optimization begin to run low. Now what?

In this session, we’ll discuss the optimization techniques you need to prioritize in order to overcome the “SEO plateau” and get your site progressing steadily once again, including how to:

  • Strategically re-position your content library
  • Boost your traffic by identifying and reaching expanded, but equally relevant audiences
  • Zone in on the practices and projects that have been most fruitful so far, and find ways to duplicate their successes

Leslie Drate - HP

Social Media Hypertargeting for Maximum ROI

Leslie Drate | US Consumer Print Social Media Marketing, HP

Do you spend a lot of time crafting the perfect social media content for Facebook, Instagram or Twitter? Have you considered how many people in your target audience will see the post? Without the right paid social media targeting, your perfect post is like a tree falling in the forest. Deliver the right message to the right audience at the right time and increase your ROI exponentially:

  • Add tags to your website so you can find your site visitors on Facebook and Twitter and deliver the right messages to them
  • Discover the many attributes of data available from platforms like Facebook and YouTube
  • Use your customer database on social media platforms to send your customers messaging that relates to prior purchasing behavior
  • Buy third-party data to reach customers you didn’t know you could reach
  • Borrow data from your partners to reach customers you have in common

5:15pm – 6:30pm

Opening Reception

Make new friends and share ideas over drinks and hors d’oeuvres with fellow attendees, speakers and sponsors.

Wednesday, October 12

7:30am – 8:30am

Morning Coffee Networking

8:30am – 9:00am

Carlos Gil - BMC Software

Snapchat for Business

Carlos Gil | Head of Global Social Media, BMC Software

With more than 60% of smartphone users between the ages of 13-34 on Snapchat and over 8 billion daily video views, it’s safe to say that the platform is here to stay. If you haven’t jumped on board yet, we’ll get you up to speed on how to use Snapchat for your business.

After this session you will be able to:

  • Gain insight into the real-time storytelling trend on social media
  • Review tips and hacks to use Snapchat for your business
  • Learn about Snapchat’s on-demand geo-filters and how to leverage them for your business
  • Discuss ways to incorporate influencer marketing
  • Ask questions specific to your business during an open Q&A session

Melissa Joy Kong - Iceberg Content Marketing Agency

How to Make Your Content Convert

Melissa Joy Kong | Founder & CEO, Iceberg Content Marketing Agency

Few businesses invest in content meaningfully and consistently because it is viewed as a top-of-funnel marketing initiative. But, content has the power to meaningfully impact the bottom line of your business. How do you make content convert? How can you grow your business with the stories you tell on various platforms and mediums? During this session you’ll learn how other companies have successfully grown their audience and sales pipeline through effective content marketing.

Jason McGovern - Starcom Mediavest Group

Spy Games – Using Competitive Intelligence To Win In Search

Jason McGovern | Associate Director of SEO, Starcom Mediavest Group

Ever wish you could see inside your competitor’s SEO campaign? In this session Jason McGovern pulls back the curtain, showing the tools, tips, and tactics you can use to decode your competitors’ search strategy and use those insights to drive results. At the end of this session you’ll be able to:

  • Identify and prioritize SEO opportunities using competitive insights
  • Combine data visualization and competitive intelligence to get buy-in
  • Aggregate and categorize link profile data to improve linking efficiency and productivity

9:15am – 9:45am

Mike Clarke - Google

Using Intent Signals to Understand, Develop and Measure Audiences

Mike Clarke | Head of Brand Measurement, Google

Digital behavior has afforded us with vast amounts of data to use to understand, develop and measure what your audiences are doing in relation to your brand. Some of the most powerful and insightful data comes from how users search across multiple screens and within multiple “micro-moment” experience. What are these micro-moments, how can we better understand the trends behind them, and audiences engaging in them, and then how do we better measure the impact we had with our brands after the fact.

In this session, attendees will learn about some of the ways we can use search data to accomplish all of this.

Jessica Williams - Visa

Infusing Social Intelligence Data into Marketing and Business Strategy

Jessica Williams | Global Innovation Marketing & Analytics Leader, Visa

While most companies have embraced social as a source of customer intelligence, few have figured out how to excel in this area. In this session, learn how Visa has drastically changed their marketing strategy for small business owners, the affluent and developers based on what they learned from their social listening and intelligence practice. Our speaker, Jessica Williams, is Visa’s global innovation marketing and analytics leader and a frequently sought after industry expert on demystifying how organizations can best leverage social intelligence to make smarter business decisions.

In this session, we’ll review the following:

  • Why social is still disruptive and is increasingly important in understanding one’s target audiences
  • When social intelligence is relevant and what value it can deliver
  • How Visa is leveraging social data to make more informed business decisions
  • Social intelligence case studies and lessons learned”

Aziz Hasan - Refinery29

Product Design Is Your Greatest Marketing Channel

Aziz Hasan | VP Product Experience, Refinery29

Product Design no longer exists in vacuum, it’s connected to a larger market and user acquisition strategy for most brands. The discipline of Product Design has grown larger than design and wider than UX. It is not just to ‘make things look good’ but drive user engagement, acquisition, revenue, and more. For technology, it can often make or break the user’s decision to re-engage with a brand.

After this session you’ll be able to:

  • Create deeper relationships between marketers and product designer
  • Design acquisition and retention strategies with Product Designers
  • Leverage new acquisition and retention strategies within your products

10:00am – 10:30am

Michael Barber - barber&hewitt

Friction: The Only Thing Marketers Should Care About Between Now & Forever

Michael Barber | Founder, barber&hewitt

For all the humming and hawing we do over marketing tactics, we often forget about the experience through and between those tactics. We make copy too complicated; our landing pages ask for information that isn’t 100% necessary to convert a prospect. We push out irrelevant, useless content through our channels; we add an unnecessary step to our checkout process. We don’t take time to customize our message – no matter the platform. Put simply, we create a lot of friction for our customers.

More friction = more time wasted = unhappy people = less likely people are going to do business with us. After this session, you’ll be able to:

  • Become a friction master, slaying it daily in your business
  • Understand how to work cross functionally to solve friction issues around your organization
  • Learn about the tools available to help you combat friction
  • And, understand why friction is so important to your organization

Mitsy Lopez-Baranello - Huge

The Future of Design: Bringing Anticipatory Experiences to Life

Mitsy Lopez-Baranello | VP of Strategy & Planning, Huge

Technology has changed almost everything about how we live and work, but even today’s best designed products force us to make hundreds of distracting and tedious decisions every day. The future of design lies in freeing people up for more meaningful decisions and experiences by creating products and services that use artificial intelligence and machine learning to make decisions on our behalf, according to our goals and preferences. Creating these experiences requires a new kind of collaboration between designers, strategists, and technologists. In this talk, attendees will gain new insight into products that will become essential parts of our lives in an economy of automated services.

Brian McKeiver - BizStream

Reduce Churn via Predictive Analytics

Brian McKeiver | Co-Owner, BizStream

Many marketers assume that the number of users with last login date older than 30 days predicts the amount of people who are about to leave your site. Often times this metric is referred to as churn. What if we could predict churn, and do something about it before those users abandon the product or service offering. Join me to see how you can

  • Understand why churn is important
  • View activity and behavior data to look for churn indicators
  • Create measurable business rules from those indicators
  • Define the strategy to translate business rules to prediction scores
  • Take action on the highest prediction scores to stop churn

Pam Perry - PamPerryPR.com

New Ways to Use Email Marketing, Content Marketing, Contact Management

Pam Perry | PR Coach, PamPerryPR.com

In this fast-paced session, you’ll discover New Ways to Use Email Marketing, Content Marketing, Contact Management to advance your business. Email marketing remains one of the best marketing options for positive returns on your investment. Content marketing is great for lead generation. And contact management is how to land sales. In this session you’ll receive in-depth insights from branding and marketing expert, Pam Perry, on how to:

  • Easily onboard new customers
  • Market to potential customers when they visit certain parts of your site
  • Convince undecided leads to become customers
  • Set up autoresponders by using data driven segmentation

10:30am – 11:00am

Networking Break

11:00am – 11:30am

Anitha Gopinathan - IBM

Digital Marketing: It’s About Evolution, Not Revolution

Anitha Gopinathan | Worldwide Product Marketing Manager, IBM

Increasing pressure from the C-suite, the explosion of channels, and an endless barrage of new marketing technologies has left many marketers feeling like they need to completely revolutionize their marketing efforts or get left behind. But with barely enough time and resources to manage your current campaigns, how do you incorporate needed improvements, let alone implement new “revolutionary” tactics?

In this presentation, we’ll show how you can evolve your digital marketing efforts to increase engagement, while taking advantage of new tactics and technologies at the right pace for your organization.

Mathew Sweezey - Salesforce

The New Era of Contextual Marketing

Mathew Sweezey | Author, Principal of Marketing Insights, Salesforce

New technology killed the former king, and in todays age we have seen this play out in our sale and marketing roles. The former king of revenue generation for any business is now only 20% of their former glory. In our modern world of limitless information, easy access, and instant feedback 80% of the buying cycle will be in the hands of marketers by 2020. Learning how to deal with the shifts from the 10/90 sales and marketing mix to the new 80/20 marketing and sales mix takes a new set of foundations, fresh approaches to selling, and deeper understanding of the new consumer.

Join Mathew as he walks us thought the new tenets of sales and marketing, the new roles we must fill, and better practices for converting your department into the revenue machine of the future.

Mathew Sweezey - Salesforce

Evolving Your Social Strategy for Mobile

Shannon Paul | Vice President, Social Media, Fifth Third Bank

What it takes to succeed in social media continues to be a moving target for businesses. Social networks preference for video content combined with users preference to consume content on the go have direct implications to your social marketing strategy.

After this session you’ll be able to:

  • Adapt user flows and content approaches for a mobile audience
  • Identify new opportunities to engage your audience using analytics
  • Influence technical teams to build frictionless mobile consumer experiences

Dan Roden - Domo

Know Your Numbers: Using Data to Measure the Effectiveness of Your Marketing

Dan Roden | Sr. Director, Product Advocacy, Domo

Today’s marketer has access to more data than ever to better do her job, but data doesn’t necessarily mean answers. How we take data from different sources to create one cohesive view of our customer journey, marketing campaign performance, or return on marketing spend is easier said than done. In this session, we’ll talk about how to overcome the challenges that marketers face today in measuring the effectiveness of your marketing efforts.

After this session, you will be able to:

  • Quickly identify gaps in your ability to measure your spend
  • Understand how technology can help or hurt your reporting process
  • List three distinct KPI classifications that every marketer should know

11:45am – 12:15pm

Quinn Whissen - Vertical Measures

How to Get 77% More Traffic from Your Existing Content

Quinn Whissen | Director of Marketing, Vertical Measures

Fact: 93% of all buyers, online or in stores, use search engines prior to making a purchase

Fact: 86% of those searches are non-branded queries

Fact: You can get a lot more traffic from your existing content from those searchers

Join this session to learn how to find gaps in your existing content, edit your content, and fill those gaps with semantic keywords to boost dozens of SEO metrics. After all, you’ve already done most of the work with the content that’s already on your website. Why not get the most from it? We’ll share our proven tactics, complete with a case study example for executing a wildly successful Content Gap Analysis and Semantic Keyword Strategy.

We’ll show you, step-by-step:

  • How to map the buyer personas and their journey to your business objectives
  • How to identify and plug holes in your existing content
  • How to grab rankings share from your competitors
  • How to expand your keyword footprint in the search results
  • How to drastically increase your organic traffic

Cliff Seal - Salesforce

Death to Boring B2B Marketing: How Design Thinking Drives Success

Cliff Seal | Lead UX Engineer, Salesforce

You didn’t get into marketing because you wanted to spend all day following someone else’s instructions, did you? Yet, endless tools, contradictory best practices, and mind-numbing levels of optimization dominate the modern marketer’s day-to-day. It can feel more like implementing everyone else’s ideas and building decent reports. You end up playing it safe. You end up administrating instead of creating.

It’s time to put data in its place: helping you experiment and fearlessly connect with your customers. It’s time for you to do what you do best again.

Join me as we look at how scientific, calculated risks can drive your marketing into undiscovered opportunity. We’ll consider ways to go where your competitors aren’t and how to scale your approach to use everything at your disposal-all without jeopardizing the good you’ve done so far. Let’s be unboring together.

Cliff Seal - Salesforce

Building Viral Social Loops into Your Product and Launches

Megan Berry | VP Product, RebelMouse

Even if your product is not social in-of-itself you can find ways to build and improve viral loops in your product or service. Your viral loop is everything that happens from when a user first joins or uses your product to when they invite others. This talk will look at different ways a viral loop can take place in your product including the:

  • Incentives behind sharing with friends and which might work for you
  • Different sharing “asks” and how to incorporate them into your product
  • Launches and how to optimize them

Brendan Walsh - Mole Street

Experiential Marketing: How the Best Brands Amplify Their Live Experiences Through Digital

Brendan Walsh | Co-Founder & Principal, Mole Street

Citing leading examples of some of the best experiential case studies worldwide, join Brendan Walsh, Principal and Co-Founder of Mole Street- an Award winning experiential marketing and branding firm, as he breaks down the latest trends and successes from large brands to non-profit institutions how a good digital campaign can elevate and amplify live events and activations to new heights.

In this session you will learn-

  • General background on Experiential marketing techniques and how they intersect with a social/digital campaign
  • Profiles of some of the best known brands and how they use it effectively
  • Video examples for reference within the retail, hospitality, fmcg, tourism and entertainment space
  • Learn about new tools available to capture social information at events without hashtags

12:15pm – 12:35pm

Passing Break / Grab Lunch

12:35pm – 1:30pm

Lunch Keynote

Ann Handley - Marketing Profs

Ann Handley | Bestselling Author of Everybody Writes & Chief Content Officer, Marketing Profs

Ann Handley is a Wall Street Journal best-selling author, keynote speaker, and the world’s first Chief Content Officer. Ann speaks and writes about how you can rethink the way your business markets. Cited in Forbes as the most influential woman in Social Media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category. She is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program , and the co-author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, originally published 2011. Paperback 2012.) The book has been translated into nine languages, including Turkish, Chinese, Japanese, Korean, Italian, Portuguese. Her most recent book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content (Wiley, 2014) is a Wall Street Journal bestseller.

1:45pm – 2:15pm

Lisa Richardson - Perficient

Marketing to Robots – Creativity in the Era of Data and Algorithms

Lisa Richardson | Managing Director, Account Planning and Strategy, Perficient

With more and more data being used to influence creative and marketing decisions, along with sites like Facebook algorithmically deciding what users see, marketers need to start thinking about what appeals to the “robots” controlling a large part of the what, where, and when of the content we see and create. In this presentation, we will take a look at how these forces are affecting digital marketing. Specific topics to be covered:

  • The current state of a big data and algorithmic content presentation
  • Best practices for content creation in this new world order
  • How to use big data to get to better creative
  • How to create content the robots will like

Jeff Greer - MRM//McCann

Content Strategy and Plain Language: Making Your Experience Work for Customers

Jeff Greer | Associate Director of Content Strategy, MRM//McCann

You want your content to matter to your customers. You want it to be clear and crisp, meaningful and helpful, inspirational and actionable. You’re probably using editorial calendars, messaging grids, and style guides. That’s a great start. And if your content is great, that’s great.

But sometimes, all your planning doesn’t make your content any better. Your customers don’t understand it and it’s not helping improve their experience with your organization. If you want your content to work, you need to understand the strategies of plain language.

Understand it, and you’ll create content that’s more findable, better organized, and popping to the top of the search engines. You’ll surprise your customers with the answers they need, whenever they need it. In this session, we’ll discuss how to build a content strategy based on plain language. Takeaways include:

  • How, when and where to plan your plain language content strategy
  • How plain language improves your customer experience
  • How plain language improves your search results and findability

Roundtable: UX & Design Trends

Michael Salamon | Director of Experience & Principal, Lousy
Cliff Seal | UX Designer, Salesforce
Aziz Hasan | VP Product Experience, Refinery29
Tyler Fraser | Creative Director, TM Productions

Of the many tools available–lead development, SEO management, juggling the dozens of social media platforms, A/B testing for better conversion rates–which will provide force multiplication for your particular business? Plus, our panelists cough up their secret, experience-derived tips for fast returns for your efforts.

Jon Beebe - General Motors

Deliver Highly Targeted Messages with Big Data

Jon Beebe | Director, Integrated Data & Analytics, General Motors

As a marketer, communicating in the age of “Big Data” can be daunting for even the most seasoned professional. Consumers expect brands to deliver customer-centric experiences in a constantly evolving and expanding connected world. From multiple devices to social media, online advertising to customer service, how can brands leverage data to build meaningful relationships? In this session, you’ll learn that despite new digital platforms, players and oftentimes confusing technologies on the rise, we can leverage “Big Data” to deliver the right message, at the right place, at the right time.

2:30pm – 3:00pm

Michael Salamon - Lousy

10 UX Mistakes You Are (Probably) Making Right Now

Michael Salamon | Director of Experience & Principal, Lousy

Nobody sets out to create a poorly designed experience, and yet there isn’t a strict formula that guarantees success. Typically problems are a result of internal business or technology problems, sometimes it’s the culmination of a bunch of minor issues, or legacy choices interfering with the present.

This presentation explore the 10 most common pitfalls in UX, explains why they are dangerous – and gives suggestions about how to address each one.

We will cover topics like:

  • Obsessive copying from your neighbor
  • Immobile pages
  • Designing for the Dark Side of the Moon
  • And 7 more!

Susan Emerick - founder of “Brands Rising”

Measuring Performance and Value of Employee Engagement in Social Media

Susan Emerick | Author, social advocacy expert, founder of “Brands Rising”

One of the most difficult crossroads an advocacy program manager has to deal with is “how to take your program to the next level”. Typically, programs start as small-contained pilots, but to be successful you have to advance your program beyond pilot phase. Another key element of a successful program is the ability to sustain the commitment from program participants, but it’s not easy to keep employees engaged and motivated. Join this session to find solutions to these challenges and more.

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

  • Keep senior management committed to supporting the growth of an employee advocacy program
  • Implement ways to keep employee advocates engaged and motivated
  • Scale your program beyond the pilot phase

Matthew Capala - Alphametic

Enterprise SEO: Reduce Complexity to Move the Needle

Matthew Capala | Founder & Managing Director, Alphametic, Author

In this session, Matthew Capala, Founder and Managing Director at Alphametic, will show you how to connect the dots for best synergy. Enteprise-level SEO is something you build. It requires designing a repeatable and scalable process that everyone in your organization “actually” wants to use. Reduce the complexity to your advantage, get organizational support, and become the change agent at your organization. Join him to learn how to:

  • Identify enteprise metrics that everyone in your organization can understand and stand behind
  • Overcome the common organizational roadblocks that will derail your best efforts
  • Get an enthusiastic support from internal and external stakeholders
  • Choose the right enteprise tools and tech solutions that scale
  • Develop a synergistic action plan for best results

3:15pm – 3:45pm

Michael Albanese - Comedian, Writer & Producer

Be More Funny! Using Humor to Elevate Your Brand

Michael Albanese | Comedian, Writer & Producer

In today’s marketing landscape, the addition of humor can be the most important part of your content strategy.  But before you start dropping one-liners into your copywriting, it’s important to take a step back and make sure you examine the type of humor for your audience, the amount of humor, and ensure you are speaking the same language as your user.  Content creators don’t have to shy away from funny, and with the right road map, can navigate their way to amping up humor and increasing engagement.  In this session, attendees will learn tips and tricks on how to start the process of adding humor to their content through real world examples and live session interactions.

Attendees of this session will walk away with:

  • A better understanding of how to effectively brainstorm for humor
  • How to approach specifically targeted audiences appropriately
  • Which humor tools are best for what type of content

Ross Hollebon - USA Football

NFL to NHL to NGB: The Evolution of Content Strategy Across Sports

Ross Hollebon | Director of Content, USA Football

Teams, sports clubs, leagues and even National Governing Bodies are as competitive off the field as they are on.  They must constantly plan, produce, release and measure content and integrated marketing campaigns. This session will provide examples and anecdotes of what it takes to create and evolve a content strategy to reach the most avid of users – the unforgiving sports fan. Primary takeaways will include:

  • What the sports entertainment industry can teach you about your content strategy
  • Identify hurdles to implementing a content strategy
  • Resources: How do you staff for a content centered approach?
  • Learn how a content team can benefit departments

Priyanka Nayak - Lenovo

How Millennials Are Changing Your B2B Marketing Strategy

Priyanka Nayak | Director, WW Brand Strategy and Content, Lenovo

Millennials in the U.S. make up about 1/4 of the total population, and have an annual buying power of $200 billion. They’re not only an important audience for B2C brands, but are also growing in influence for B2B purchases. When they’re not in decision making positions, they’re influencing the decision makers. Their approach to life and work is different from earlier generations. In this session, Lenovo’s Priyanka Nayak will share best practices for building an authentic B2B brand that will appeal to this new generation of decision makers and influencers. At the end of this session, you’ll be able to:

  • Think differently about audience—It’s not one size fits all,
  • Start building a brand by truly differentiating the product, not just with content,
  • Create cultural moments that this audience will remember

4:00pm – 5:00pm

Closing Keynote

Regis Hadiaris - Quicken Loans

A Blueprint for Disruption: 8 Lessons from Rocket Mortgage

Regis Hadiaris | Rocket Mortgage Product Lead, Quicken Loans

Technology has caused a tidal wave of disruption to hit nearly every industry, leaving behind entrenched interests, bureaucracies and naysayers resistant to change. The financial sector is a shining example of this, where thousands of new tech-driven players have entered the marketplace. These innovators are creating a better client experience and taking market share away from the old guard.

In his presentation, Regis will discuss lessons learned from nearly five years of product development of Rocket Mortgage and dive into its Super Bowl ad. He’ll reveal how his team of 500 marketers, UX designers and technologists re-imagined and simplified one of the most complicated transactions known to man, and how you can apply those lessons to your respective teams.

5:00pm – 6:15pm

Closing Reception

One final opportunity to toast your new acquaintances.

All sessions with the exception of the pre-conference are open to all attendees. With multiple sessions going on concurrently, mix-and-match your schedule to design the ultimate personalized digital curriculum. No need to pre-select sessions, your onsite experience is open to change as you see fit!

*Agenda subject to change