Agenda | Digital Summit At Home: B2B

Agenda (All times ET)

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

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Pre-Event Tuesday, May 25

10:00am - 2:00pm

Forget Everything You Know About Email Marketing

Masterclass
  • Jen Capstraw, Women of Email
  • Jen Capstraw

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
  • Email Marketing

12:00pm - 4:00pm

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

Masterclass
  • Samantha Kermode, Investis Digital
  • Samantha Kermode

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
  • Content Marketing
  • Email Marketing

2:00pm - 6:00pm

Advanced Digital Analytics Strategies and Tactics

Masterclass
  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema

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
  • Data & Analytics

How to Make Your Content Irresistible

Masterclass
  • Tamsen Webster, The Red Thread
  • Tamsen Webster

After this masterclass, you’ll be able to:

  • Clearly define the goals and objectives for every piece of content you create and implement a process to achieve them
  • Identify the five key concepts that create a Red Thread® (your content’s core message) and how to use them to title, structure, summarize, and write your content
  • Develop outlines for content anywhere from 100 to 10,000+ words
  • Explore and adopt the four Message Mindsets to add variety and interest to your content
Included with All Access Pass, upgrade required for Base Pass
  • Content Marketing

Day 1 Wednesday, May 26

10:00am - 10:40am

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

  • Tom Shapiro, Stratabeat
  • Tom Shapiro

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
  • Consumer Behavior
  • Content Marketing
  • Customer Acquisition

Cashing in on Creativity: Achieving Growth Through Powerful Creative

  • Ty Heath, LinkedIn
  • Ty Heath

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
  • Advertising
  • Design / Creative

Creating a Culture of Experimentation

  • Chris Goward, Widerfunnel
  • Chris Goward

After this session, you’ll be able to:

  • Foster a culture of creativity
  • Move away from a silo mentality
  • Enable company communication
  • Improve team collaboration and productivity
  • Scale your organization
  • Culture, Impact & Leadership

11:00am - 11:40am

How to Leverage Executives as Powerful Brand Advocates on Social Media

  • Casey Hall, Lumberjack Social
  • Casey Hall

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
  • Customer Engagement
  • Marketing Strategy
  • Social Media Marketing

How to Measure Marketing Performance in the New Age of Privacy

  • Matt Hertig, Alight Analytics
  • Matt Hertig

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
  • Data & Analytics

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

  • Matthew Capala, Alphametic
  • Matthew Capala

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
  • Consumer Behavior
  • Customer Acquisition
  • Customer Engagement
  • SEO & Search
  • Web Design & Ops

12:00pm - 12:40pm

Strategies to Gain 100 New B2B Topic Ideas For Your Blog

  • Ashley Segura, TopHatContent
  • Ashley Segura

After this session, you’ll be able to:

  • Create a content calendar full of new B2B topic ideas
  • Analyze your competition for new content ideas
  • Conduct a content gap analysis
  • Utilize templates to implement all of your new content ideas when you get back to the office
  • Content Marketing

The Secrets to B2B Lead Generation

  • John Lincoln, Ignite Visibility
  • John Lincoln

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
  • Customer Acquisition
  • Customer Engagement

Your 2021 SEO Checklist: Google’s New Updates and How to Boost Performance

  • Diane Kulseth, Siteimprove
  • Diane Kulseth

After this session, you’ll be able to:

  • Understand past Google updates and the impact to websites
  • Identify key actions you can take now to improve your page experience
  • Determine what search engine updates are worth the effort
  • SEO & Search

1:00pm - 1:40pm

How Agile Marketers Respond to Change Without Neglecting Their Plans

  • Andrea Fryrear, AgileSherpas
  • Andrea Fryrear

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
  • Marketing Operations
  • Marketing Strategy

Scoping for Success: How to Achieve Better Outcomes Using Open Source

  • Sarah Fruy, Pantheon
  • Sarah Fruy

After this session, you’ll be able to:

  • Understand the opportunities open source provides for creating best in class websites
  • Take control of your technology stack to create a tailor-made customer journey that resonate with your stakeholders
  • Evolve your digital experience over time as you learn more about your audience and their needs
  • Customer Experience
  • Web Design & Ops

The New Rules of B2B Email Marketing

  • Ben Kaplan, PR Hacker
  • Ben Kaplan

After this session, you’ll be able to:

  • Establish advanced metrics beyond opens and clicks to help optimize your campaign
  • Design your emails to enable people to process information more quickly, and make your emails more relevant with personalization and dynamic content
  • Know when to do fancy design or plain text email
  • Utilize different technologies and systems to get more deliverability
  • Go from individual emails to a more marketing automation approach, use time triggers to increase conversion, and setup automation and follow up sequences to increase overall engagement
  • Automation
  • Email Marketing

2:10pm - 2:50pm

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

Keynote
  • Rand Fishkin, SparkToro
  • Rand Fishkin

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.

  • Advertising
  • Content Marketing
  • Marketing Operations
  • SEO & Search

3:10pm - 3:50pm

Be Feared and Loved: Ranking Content the Michael Scott Way

  • Michael Johnson, Page One Power
  • Michael Johnson

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
  • Content Marketing
  • SEO & Search

Break Through the Noise

  • Jessica Gilmartin, Asana
  • Jessica Gilmartin

After this session, you’ll be able to:

  • Set up successful surveys that help you understand the stories your customers care about
  • Translate survey insights into comprehensive, impactful marketing campaigns
  • Build global campaigns that are hyper-targeted to local interests

This session is for marketing leaders who are interested in getting closer to their target customers by telling stories they’ll actually care about.

  • Lead Gen / Conversion / Retention

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

  • Jerri Helms, HarperCollins Publishing
  • Jerri Helms

After this session, you’ll be able to:

  • Utilize a roadmap for various types of social media audits
  • Understand the difference and uses for campaign level vs. seasonal vs. large-scale audits
  • Clearly see the benefits of social audits for other areas of your business
  • Objectively look at your social media to aid your SEO, e-commerce, keyword and content strategies
  • Advertising
  • Content Marketing
  • SEO & Search
  • Social Media Marketing

Learn the Narrative Hook for Your B2B Customers That Works Every Time

  • Park Howell, The Business of Story
  • Park Howell

After Park’s captivating session, you’ll be able to:

  • Clarify your message with the foundational narrative framework of the ABT (And, But & Therefore) to make it easy for your customers to digest
  • Amplify your impact by focusing on the problem you solve for your audience that shows you care about their success
  • Simplify your life by making your digital content much easier to craft and publish.
  • Content Marketing
  • Storytelling

4:10pm - 4:50pm

Executing Multi-Brand CRM: Quick Wins to be Better, Faster and More Customized

  • Kasey Kosikar, Navistar Inc.
  • Kristen Santos, OneMagnify
  • Kasey Kosikar
  • Kristen Santos

After this session, you’ll be able to:

  • Understand how to use data and content to drive a multi-brand CRM strategy
  • Identify best practices for a multi-brand launch that honors individual brands while creating a consistent customer story
  • Avoid common pitfalls with multi-brand B2B campaigns
  • Content Marketing
  • Customer Experience
  • Data & Analytics
  • Marketing Operations

How to Create an Influencer Campaign that Drives Awareness and Builds Your Customer Pipeline

  • Ursula Ringham, SAP, Inc.
  • Ursula Ringham

After this session, you’ll be able to:

  • Find the right influencers for your B2B company
  • Build an effective B2B Influencer campaign that will drive awareness and result in a strong lead pipeline
  • Create innovative B2B content in the digital age
  • Customer Acquisition
  • Customer Engagement
  • Social Media Marketing

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

  • Paxton Gray, 97th Floor
  • Paxton Gray

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
  • Content Marketing

5:10pm - 5:50pm

A Guide to Creating Efficient Templates for Highly Effective B2B Social Media

  • Jason Keath, Social Fresh
  • Jason Keath

After this session, you’ll be able to:

  • Understand examples of templates from top social media brands, and why they work
  • Start integrating better templates into all of your content types
  • Understand the key fundamentals that make templates more successful and faster
  • Apply optimization rules for testing templates and understanding what works
  • Social Media Marketing

Everything to Know About B2B SEO

  • Jon Bennion, Online Marketing Gurus
  • Jon Bennion

After this session, you’ll be able to:

  • Discover the data-driven insights behind Google’s algorithm, and how businesses can adapt to today’s search landscape
  • Turn search engine rankings into steady leads and real revenue impact, with proven strategies that have helped 1000s of B2B companies
  • Apply simple, actionable steps you can start today to improve a profitable online presence
  • SEO & Search

Seven Psychological Triggers Every B2B Marketer Should Master

  • Daniel Codella, Sigma Computing
  • Daniel Codella

After this session, you’ll be able to:

  • Effectively wield seven of the most powerful psychological triggers to influence your audiences
  • Identify specific ways to improve your messaging to be more effective and impactful
  • Quickly build trust with existing and potential customers
  • Consumer Behavior

Transforming with Optimization

  • Amanda Simmons, Full Cup Creative
  • Amanda Simmons

After this session, you’ll be able to:

  • Create a vision for an optimization program
  • Identify high-value testing opportunities
  • Effectively communicate to share learnings and improvements
  • Marketing Operations

Day 2 Thursday, May 27

10:00am - 10:40am

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

  • Sarah Weise, Bixa
  • Sarah Weise

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
  • Customer Acquisition
  • Customer Experience
  • Data & Analytics

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

  • Daniel Russell, Go Fish Digital
  • Daniel Russell

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
  • Content Marketing
  • Data & Analytics
  • Marketing Strategy
  • SEO & Search
  • Web Design & Ops

Use AI-Powered Analytics to Empower Your Decision Making

  • Joseph Caponsacco, Adverity
  • Joseph Caponsacco

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
  • Artificial Intelligence
  • Data & Analytics

11:00am - 11:40am

10 Steps to Show Content Marketing ROI to Your Boss

  • Michael Brenner, Marketing Insider Group
  • Michael Brenner

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
  • Content Marketing
  • Data & Analytics
  • Marketing Operations
  • Marketing Strategy

Brain Science Secrets Behind Powerful, Persuasive Emails

  • Nancy Harhut, HBT Marketing
  • Nancy Harhut

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
  • Consumer Behavior
  • Content Marketing
  • Email Marketing

Website Migration: What to Do Pre, During and Post

  • Samantha Kermode, Investis Digital
  • Samantha Kermode

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
  • Marketing Operations
  • SEO & Search
  • Web Design & Ops

12:00pm - 12:40pm

More Brain, Less Storm: The Power Of The Creative Process

  • Melanie Deziel, StoryFuel
  • Melanie Deziel

After this session, you’ll be able to:

  • A new perspective on the creative process
  • Tangible changes to take back to your team for more efficient brainstorms
  • Renewed confidence in your ability to generate and endless number of content ideas
  • Content Marketing

Unlock the Power of B2B Influencer Marketing

  • Komal Parikh, Weber Shandwick
  • Komal Parikh

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
  • Customer Engagement
  • Social Media Marketing

Using AI-Enabled Technology to Increase Your Digital IQ

  • Saranya Babu, Wrike
  • Saranya Babu

After this session, you’ll able to:

  • Automate repetitive tasks so you can focus efforts on connecting with your audience
  • Unify your marketing processes, streamline communication, and turbocharge your results
  • Gain instant access to campaign performance across various channels so you can easily optimize results
  • Artificial Intelligence
  • Automation

1:10pm - 2:10pm

Keynote

Keynote
  • Ann Handley, MarketingProfs
  • Ann Handley

In this session, you’ll learn:

  • Why Storytelling is the brilliant B2B marketer’s best maneuver
  • The 4 stories you absolutely need…
  • …and the 4 elements each should have to craft the very best B2B customer experiences
  • BONUS: A specific template you can use to tell your own brand story

Let’s demystify Storytelling together in this lively and enlightening talk by the Queen of Content herself! Who’s in?

2:30pm - 3:10pm

Instagram Marketing with Intention

  • Quinn Tempest, Create Your Purpose®
  • Quinn Tempest

After this session, you’ll be able to:

  • Create content that *actually* elicits engagement
  • Keep your editorial calendar organized + strategic
  • Stop ghosting your audience and show up consistently
  • Refresh your IG marketing strategy for 2021 & beyond
  • Instagram
  • Social Media Marketing

New Normal for Post-Pandemic Success

  • Andy Schneider, Adobe
  • Andy Schneider

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
  • Data & Analytics

Results Driven SEO Strategy & Tactics For The B2B Marketer

  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein

After this session, you’ll be able to:

  • Identify and take action on the SEO tasks that will get quick results
  • Create page structures that will get you optimal traffic from your targeted searchers
  • Determine the tools that will make your SEO work a whole lot easier
  • SEO & Search

The Hard Truths of Account-Based Marketing

  • Alessandra Possamai, Shutterstock
  • Alessandra Possamai

After this session, you’ll be able to:

  • Identify four mindset shifts necessary to succeed with account-based marketing
  • Apply tips on how to win with sales in your engagement efforts
  • Utilize methods for building 20x account engagement with a journey through high-touch campaigns
  • Use a cross-channel personalization matrix you never thought you needed
  • Understand the best ways to communicate program impact within your organization
  • Customer Engagement
  • Customer Experience

3:30pm - 4:10pm

How B2B Marketers Can Leverage “Near Me” Searches

  • Kelly Benish, Uberall
  • Kelly Benish

After this session, you’ll be able to:

  • Understand why it’s critical for B2B marketers to manage location data
  • Apply practical ways to build and improve brand reputation
  • Use simple checklists to rank higher in ‘near me’ searches
  • Apply best practices based on success stories of B2B brands who dominate local search
  • Consumer Behavior
  • Customer Acquisition
  • SEO & Search

How to Build Stories that Sell

  • April Dunford, Ambient Strategy
  • April Dunford

After this session, you’ll be able to:

  • Discover what research tells us about how we can best help customers in a buying journey
  • Understand why traditional storytelling frameworks aren’t giving customers what they really want
  • Identify the key components of a good sales story and how they map to your positioning
  • Orient stories around your unique market point of view to improve sales velocity and close rates
  • Consumer Behavior
  • Content Marketing
  • Customer Acquisition
  • Marketing Strategy
  • Storytelling

Incorporating Lead Generation into Your Marketing Strategy

  • Cassie Hutaff Boesch, United Way of Central Carolinas
  • Cassie Hutaff Boesch

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
  • Customer Acquisition
  • Data & Analytics
  • Marketing Strategy

4:30pm - 5:10pm

Building Advocates with World-Class Customer Experience

  • Cliff Seal, Salesforce
  • Cliff Seal

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
  • Customer Experience
  • Data & Analytics
  • Design / Creative
  • Marketing Strategy

Easy SEO B2B Wins in 2021

  • Taylor Kurtz, Crush the Rankings
  • Taylor Kurtz

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
  • Customer Acquisition
  • SEO & Search

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

  • Christina Sanders, Lucidpress
  • Christina Sanders

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
  • Content Marketing
  • Customer Acquisition
  • Customer Engagement
  • Marketing Operations

5:30pm - 6:10pm

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

  • Larry Harris, Alpha Precision Media
  • Larry Harris

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
  • Advertising

Shaping Brand Perception through Storytelling

  • Ben Tamblyn, Microsoft
  • Ben Tamblyn

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
  • Content Marketing
  • Customer Engagement
  • Design / Creative
  • Marketing Strategy

The B2B Marketer’s Guide to WordPress

  • Monica Cravotta, WP Engine
  • Monica Cravotta

After this session, you’ll be able to:

  • Understand why enterprises are moving to open source
  • Successfully leverage WordPress as a B2B
  • Understand Headless and why it’s trending
  • Web Design & Ops

Using a Centralized Approach to Create a Data-Driven Personalized Customer Journey

  • Allison Jordan, Ideas Collide
  • Michael Fleming, Ideas Collide
  • Allison Jordan
  • Michael Fleming

After this session, you’ll be able to:

  • Understand how to identify, manage and target your audience segments
  • Centrally track customer engagement to drive actionable, informed marketing plans
  • Enable multi-channel personalized customer experiences at scale
  • Customer Experience
  • Data & Analytics