Agenda | Digital Summit At Home

Agenda (All times EST)

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

Pre-Event Tuesday, May 25

10:00am - 2:00pm

Forget Everything You Know About Email Marketing

After this masterclass, you’ll be able to:

  • 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
  • Understand the future of email
Included with All Access Pass, upgrade required for Base Pass
Masterclass
  • Jen Capstraw
    • Jen Capstraw
    • Women of Email

11:00am - 3:00pm

Advanced Digital Analytics Strategies and Tactics

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

  • Create new Google Analytics (GA) Accounts, Properties and Views and/or audit an existing account
  • Configure conversion goals, filters, account integrations, advanced segments and cross-domain tracking within GA
  • Prepare an accurate, reliable and repeatable process for campaign tracking code creation and stewardship
  • Demonstrate a working knowledge of Google Tag Manager
  • Develop meaningful and actionable reports for a variety of audiences from senior leadership to content marketers and media tacticians
  • Use Google Data Studio to automate your reporting process
  • Compare and contrast different attribution models
  • Utilize analytics documentation and other tools to improve measurement efficiency and advance your analytics program”
Included with All Access Pass, upgrade required for Base Pass
Masterclass
  • Chris Sietsema
    • Chris Sietsema
    • Teach to Fish Digital

Building Blocks for Content that Rocks

Masterclass
  • Tamsen Webster
    • Tamsen Webster
    • The Red Thread

12:00pm - 4:00pm

The Shift: The Digital Content Strategy To Transform Your Busine$$

After this masterclass, you’ll be able to:

  • Properly evaluate your digital marketing efforts and find the topics and tactics you need to use in 2021
  • Strategize, ideate and create engaging user-focused content for each stage in the customer journey
  • Know where, when and how to publish content in the right digital channels
  • Understand what’s working, what’s not, and how to test with measurement and CRO
  • Manage your ‘connected’ audience and prove the value it creates for your organization
  • Evaluate your investment, ROI and how to communicate that with the C-Suite

You will leave this workshop well on your way to creating and growing a ‘connected’ audience with an effective digital marketing strategy. You’ll receive the tools, tips and references you need to complete the provided interactive workbook.

Included with All Access Pass, upgrade required for Base Pass
Masterclass
  • Samantha Kermode
    • Samantha Kermode
    • Investis Digital

Day 1 Wednesday, May 26

10:00am - 10:40am

How to Leverage Executives as Powerful Brand Advocates on Social Media

After this session, you’ll be able to:

  • Secure social buy-in from executives for a social media activation
  • Develop a social media content strategy for your executives
  • Create a process for management or support of executive social media deployment
  • Casey Hall
    • Casey Hall
    • LumberjackSocial

B2B Market Research: Tips, Tricks, Stories from the Trenches

After this session, you’ll be able to:

  • Understand the valuable applications of market research for your business, and how to get started
  • Incorporate integrated marketing strategies that go beyond social and paid funnels
  • Use market research to identify and reach your target audiences, and improve the buying process
  • Sarah Weise
    • Sarah Weise
    • Bixa

11:00am - 11:40am

Website Migration: What to Do Pre, During and Post

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

  • List reasons why you should migrate (there are plenty)
  • Take advantage of opportunities to make your new website SEO friendly
  • Use best practices presented to prepare for your migration
  • Find out what to expect during migration day
  • Know what you need to monitor in post-migration
  • Samantha Kermode
    • Samantha Kermode
    • Investis Digital

Cashing in on Creativity: Achieving Growth Through Powerful Creative

After this session, you’ll be able to:

  • Understand how investing in your advertising creative will lead to an increase in market share and sales
  • Apply the 5 characteristics for developing high quality creative that will deliver
  • Achieve market growth through powerful ad creative
  • Ty Heath
    • Ty Heath
    • LinkedIn

10 Brain Science Secrets to Make Your B2B Content 10X More Effective

After this session, you’ll be able to:

  • Apply powerful techniques to captivate customers and make your content more memorable
  • Drive more engagement and action from your audience
  • Calibrate your website to turn their behavioral signals into new conversions, leads, and revenue
  • Tom Shapiro
    • Tom Shapiro
    • Stratabeat

12:00pm - 12:40pm

Use AI-Powered Analytics to Empower Your Decision Making

After this session, you’ll be able to:

  • Start building a functional business intelligence suite
  • Understand and interpret data from a single source of truth
  • Explore and discover insights automatically
  • Joseph Caponsacco
    • Joseph Caponsacco
    • Adverity

5 Ways to Readjust Your Digital Marketing Plans for 2022

After this session, you’ll be able to:

  • Understand how uncertainty affects your customer’s buying behavior
  • Adjust your marketing budget for 2022
  • Examine how your competitors are dealing with the crisis
  • Reframe your thinking to engage better with consumers
  • Juntae DeLane
    • Juntae DeLane
    • Digital Branding Institute

1:00pm - 1:40pm

Scaling Content: Empower Your Sales Team to Create Delightful Content Experiences

After this session, you’ll be able to:

  • Audit your current content experience and communicate the opportunity cost of not improving the content process
  • Better use templates to enable content personalization
  • Make it easy for sales reps to find and customize the content they need when they need it
  • Christina Sanders
    • Christina Sanders
    • Lucidpress

How to Create B2B Content That Won’t Put Your Audience To Sleep

After this session, you’ll be able to:

  • Beat your Goliath competitors using tactics they refuse to use
  • Analyze your audience in more effective ways to increase content success
  • Apply tools, frameworks, and tips that you can take home and implement ASAP to improve your B2B content
  • Paxton Gray
    • Paxton Gray
    • 97th Floor

2:10pm - 2:50pm

Algorithms & Incentives: The Secret Forces that Shape Marketing in 2021

After this session, you’ll be able to:

  • Audit your advertising spend so you’re not inadvertently wasting money on Google, Facebook, and other ad networks
  • Uncover where your audience engages, so you can reach them directly in those places, and boost your brand recognition (which will bump up branded search and organic/paid CTR)
  • Produce more creative, more likely-to-move-the-needle outreach so you’re not stuck in the tired 1-in-1,000 link request trap

Digital marketers of all stripes considering how to optimize their budgets, channels, and tactics for the future in ways that give them an edge over the competition should attend this talk.

Keynote
Session Image
  • Rand Fishkin
    • Rand Fishkin
    • SparkToro

3:10pm - 3:50pm

How Agile Marketers Respond to Change Without Neglecting Their Plans

After this session, you’ll be able to:

  • Create an Agile-inspired marketing plan that balances your long-term goals with the stuff that’s on fire right now
  • Document and quantify how much time you spend on urgent vs. important activities
  • Break free of the short order cook mentality and become a strategic marketing advisor to your internal partners
  • Andrea Fryrear
    • Andrea Fryrear
    • AgileSherpas

The Psychology of a Website: Mastering Cognitive Biases, Conversion Triggers and Modern SEO

After this session, you’ll be able to:

  • Build instant trust and minimize friction by displaying unquestionable social proof
  • Use credibility content and frame control to position your brand as a trusted authority in your field
  • Reduce your bounce rates by learning how to overcome common objections
  • Encourage small commitments and activate the consistency bias to pull leads towards your offer
  • Master the psychology of color and learn how to write Web copy that sells
  • Reassure with social proof during the final stages of conversion to reduce buyer’s remorse and funnel abandonment
  • Create a repeatable source of new clients through sustainable website conversion funnels that map buyer personas to keywords, content, and conversions
  • Matthew Capala
    • Matthew Capala
    • Alphametic

4:10pm - 4:50pm

How to Measure Marketing Performance in the New Age of Privacy

After this session, you’ll be able to:

  • Optimize top-of-funnel media spend and ROI without user-level data
  • Create reporting that harnesses the power of first-party and zero-party data
  • Show how your entire marketing investment is translating to sales, revenue and other bottom-line metrics
  • Matt Hertig
    • Matt Hertig
    • Alight Analytics

The Most Common B2B Marketing Mistakes & How to Fix Them

After this session, you’ll be able to:

  • Better differentiate your brand and offerings from the competition
  • Speak more clearly to your audience’s real motivators
  • Craft a more persuasive messaging strategy to drive better audience response
  • Randall Kirsch
    • Randall Kirsch
    • Jackson Spalding

5:10pm - 5:50pm

Master YouTube Advertising in 30 minutes

  • J.J. Abbott
    • J.J. Abbott
    • Premiere Creative

Day 2 Thursday, May 27

10:00am - 10:40am

Easy SEO B2B Wins in 2021

After this session, you’ll be able to:

  • Create a comprehensive, keyword-based content strategy that will appeal to your audience, as well as boost your domain authority and trust with the Search Engines
  • Improve your website speed and meet the known standards for Mobile-Only Google Indexing
  • Improve your overall user experience and core vitals to thrive during the May 2021 Page Experience Update
  • Taylor Kurtz
    • Taylor Kurtz
    • Crush the Rankings

Now or Never: Why AI-enabled Collaborative Work Management is the Future

  • Saranya Babu
    • Saranya Babu
    • Wrike

11:00am - 11:40am

Incorporating Lead Generation into Your Marketing Strategy

After this session, you’ll be able to:

  • Identify which lead generation opportunities are right for your business
  • Execute the crucial elements of a lead generation campaign
  • Accurately measure the success of lead generation
  • Cassie Hutaff Boesch
    • Cassie Hutaff Boesch
    • United Way of Central Carolinas

Stop Pitching Products and Start Marketing Your Point of View

After this session, you’ll be able to:

  • Understand how positioning forms the underpinning of a good Point of View narrative
  • Structure a narrative around your Point of View that helps customers make informed purchase choices
  • Execute on that Point of View across both sales and marketing
  • April Dunford
    • April Dunford
    • Ambient Strategy

10 Steps to Show Content Marketing ROI to Your Boss

After this session, you’ll be able to:

  • Produce the right content for the right people at the right time
  • Optimize content for each phase of the buyer journey using business metrics
  • Measure the Return on Investment (ROI) for your content marketing budget
  • Michael Brenner
    • Michael Brenner
    • Marketing Insider Group

12:00pm - 12:40pm

Unlock the Power of B2B Influencer Marketing

After this session, you’ll be able to:

  • Identify individuals and groups that can drive influence for your organization
  • Execute an influencer campaign that won’t break the bank
  • Learn how to measure program success
  • Komal Parikh
    • Komal Parikh
    • Weber Shandwick

How to Make your B2B Competitors’ Websites Work for You in 2021

After this session, you’ll be able to:

  • Understand why searcher intent is the future of content and B2B SEO
  • Familiarize yourself with the changes Google is making to its algorithm that will change how we make content
  • Track content changes on industry leading (and competitor) websites
  • Determine if website updates are deliberately guided by data or just run-of-the-mill
  • Apply tactics today to start learning from your competitors and the leaders of your industry
  • Daniel Russell
    • Daniel Russell
    • Go Fish Digital

Be Feared and Loved: Ranking Content the Michael Scott Way

After this session, you’ll be able to:

  • Perform better keyword research to inform your content strategy
  • Improve the on-page optimization of your content
  • Earn quality backlinks with your content
  • Michael Johnson
    • Michael Johnson

1:10pm - 1:50pm

Keynote

Keynote
Session Image
  • Ann Handley
    • Ann Handley
    • MarketingProfs

2:10pm - 2:50pm

The Hard Truths of ABM

  • Alessandra Possamai
    • Alessandra Possamai
    • Shutterstock

More than a Store: How to Advertise in the Amazon Age

After this session, you’ll be able to:

  • Understand the importance and value of incorporating an Amazon advertising plan into your B2B marketing strategy
  • Deploy a full-funnel, omnichannel strategy on the Amazon platform with customer engagement at the forefront
  • Leverage Amazon’s data and technology to drive desired business outcomes
  • Larry Harris
    • Larry Harris
    • Alpha Precision Media

3:10pm - 3:50pm

Proving the ROI of Your Digital Efforts: The New Normal for Post-Pandemic Success

After this session, you’ll be able to:

  • Understand to how use attribution data to gain more clarity across various marketing touchpoints
  • Understand the different approaches in solving for attribution, and why the details are everything
  • Get clarity on what approach works for you, based on your company’s maturity level & tech stack, and when the time is right to implement
  • Andy Schneider
    • Andy Schneider
    • Adobe

Cultivating Innovation for B2B Success

After this session, you’ll be able to:

  • Understand the transformative power innovation can have on your B2B company
  • Develop new innovation skills and put them into action
  • Meet your customers’ expectations through innovation and improved UX Design
  • McLean Donnelly
    • McLean Donnelly
    • The Makery Group

An Introduction to B2B SEO

After this session, you’ll be able to:

  • Understand how SEO works
  • Budget for an SEO campaign
  • Determine the right time for a B2B company to invest in SEO
  • Set up your site to be well-SEO’d
  • Create an editorial strategy that drives pipeline
  • Andrew Shotland
    • Andrew Shotland
    • LocalSEOGuide.com

4:10pm - 4:50pm

Data-Driven Approaches that Drive Successful B2B Marketing Efforts

After this session, you’ll be able to:

  • Utilize customer data to develop detailed customer journeys and segmentation approaches
  • Align communications to customer journeys and segments
  • Develop predictive models to determine performance benchmarks
  • Continually listen to and iterate based on customer feedback and marketing performance
  • Nidhi Gupta
    • Nidhi Gupta
    • eBay

Shaping Brand Perception through Storytelling

After this session, you’ll be able to:

  • Tell stories that create brand impact and stir emotions
  • Execute strategic tactics that elevate your brand storytelling
  • Apply lessons from the storytelling strategy that shapes Microsoft’s public perception
  • Ben Tamblyn
    • Ben Tamblyn
    • Microsoft

Building Advocates with World-Class Customer Experience

After this session, you’ll be able to:

  • Design ideal experiences for your customers that position your company for growth
  • Conduct effective customer research and leverage analytics to create new, holistic customer experiences
  • Collaborate across departments to build omni-channel customer experiences that get real results
  • Cliff Seal
    • Cliff Seal
    • Salesforce

5:10pm - 5:50pm

Brain Science Secrets Behind Powerful, Persuasive Emails

After this session, you’ll be able to:

  • Apply tactics that will allow your emails to break out of the pack so they can attract interest, cultivate relationships, and generate business
  • Uncover three words that work like magic in subject lines
  • Position your message for the fastest response
  • Uncover the secret journalists use to boost email readership
  • Nancy Harhut
    • Nancy Harhut
    • HBT Marketing

The Secrets to B2B Lead Generation

After this session, you’ll be able:

  • Find your target B2B audience
  • Engage your audience and bring them down the funnel
  • Convert and re-engage customers into the future
  • John Lincoln
    • John Lincoln
    • Ignite Visibility