Agenda | Digital Summit Minneapolis


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

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Day 1 Thursday, August 05

8:30am - 12:30pm

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

  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

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

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

Advanced Email Marketing: Tactics to Build Robust Email Programs

  • Michael Barber, barber&hewitt
  • Michael Barber

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

  • Explain why email still matters
  • Understand the difference between simple and robust email programs
  • Develop a roadmap for managing inactive subscribers
  • Leverage advanced design tactics for your templates
  • Make your emails more accessible
  • Better understand how the ISPs (internet service providers) score your campaigns
  • Move from “”batch and blast”” to segmented and personalized campaigns
  • Develop a robust email metrics dashboard
  • And, see what the future of email might look like
Included with Platinum Passes, upgrade required for Main Event Passes
  • B2B
  • B2C
  • Email Marketing

Conversion Optimization for Every Business

  • Brian Massey, Conversion Sciences
  • Brian Massey

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

  • Design a website and landing pages with high conversion rates
  • Effectively use data to manage design teams
  • Determine what to test and what not to test
  • Answer design questions before launch
  • Learn best practices from live reviews of your websites and landing pages
Included with Platinum Passes, upgrade required for Main Event Passes
  • Lead Gen / Conversion / Retention
  • UX & Design

1:15pm - 2:15pm

Opening Keynote: Jon Youshaei, Instagram

  • Jon Youshaei, Instagram
  • Jon Youshaei

2:30pm - 3:00pm

SEO Fortune Telling: Evaluate Historical Organic Search Performance and Forecast Future Opportunities

  • Kerry Janisch, U.S. Bank
  • Kerry Janisch

After this session, you’ll be able to:

  • Conduct valuable goal setting with the right KPIs for your content
  • Create basic data visualizations to share with stakeholders
  • Effectively estimate future organic search performance
  • SEO & Search

Marketing in a Post-Pandemic Society

  • Carlos Gil, Gil Media Co.
  • Carlos Gil

After this session, you’ll be able to:

  • Apply framework to help you reclaim organic engagement in today’s noisy, algorithm-driven ecosystem
  • Develop industry-leading strategies for engaging customers as a “”marketing savage””
  • Create content that converts without going for the sale right away
  • Know how to use TikTok effectively to build community and brand awareness
  • Implement best practices from notable organizations, including Wendy’s and others
  • B2C
  • Branding
  • Content Marketing
  • Customer Experience

Capture Appealing Photos with Your Phone and Enhance Your Visual Brand Identity

  • Sue Serna, Serna Social
  • Sue Serna

After this session, you will be able to:

  • Take more engaging, higher-quality photos with just your phone
  • Understand the key “don’ts” of social media photos
  • Take better photos every day!
  • Social Media

3:15pm - 3:45pm

Building Advocates with Experiences

  • Cliff Seal, Salesforce
  • Cliff Seal

After this session, you’ll be able to:

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

How to Write Content That Ranks

  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

After this session, you’ll be able to:

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

4:00pm - 4:30pm

Driving Demand with Gen Z, the Generation Constantly Online but Constantly Ignoring Your Brand

  • Allison L.Y. Murn, University of Minnesota
  • Allison L.Y. Murn

After this session, you’ll be able to:

  • Understand Gen Z’s motivations and behaviors online and apply this insight to your engagement tactics
  • Identify what platforms will drive conversations with Gen Z and apply an approach that’s different than how you’ve engaged with other generations
  • Apply a 7-step digital plan to your brand to accelerate the trajectory of your Gen Z sales
  • Millennials & Gen Z

Creating Genuine Diversity and Inclusion that Translates into Equity In Marketing and Sales

  • Eve Mayer,
  • Eve Mayer

After this session, you’ll be able to:

  • Show data to your Executives to make the case for inclusive teams working in marketing that represent your clients and prospects
  • Use active listening and surveys to avoid costly and offensive marketing message mistakes
  • Understand Universal Design and use simple techniques in your online and social media content to improve accessibility
  • Show the ROI of DEI (Return on Investment for Diversity, Equity and Inclusion) for a particular project
  • Culture, Impact & Leadership

4:45pm - 5:15pm

What Do I Do Now? A Guide to Thriving in Marketing

  • Michael Barber, barber&hewitt
  • Michael Barber

After this session, you’ll be able to:

  • Survive the bananas of a career ad/marketing/communication
  • Develop tactics to tackle your imposter syndrome
  • Be ready for that next job offer and salary negotiation
  • Culture, Impact & Leadership

#FeelingsMatter: Creating Emotional Customer Connections

  • Michelle Stinson Ross, Mindful Appy
  • Michelle Stinson Ross

After this session, you’ll be able to:

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

How to Leverage Executives as Powerful Brand Advocates on Social Media

  • Casey Hall, LumberjackSocial
  • 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
  • B2B
  • Social Media

5:15pm - 6:15pm

Opening Reception

Day 2 Friday, August 06

8:30am - 9:00am

Frameworks for Filling Funnels

  • Justin Watkins, Native Digital
  • Justin Watkins

After this session, you’ll be able to:

  • Diagnose wastage in media spend and duds in messaging
  • Justify marketing budgets by reverse-engineering optimal customer acquisition costs
  • Implement a message/market fit framework for all stages of your customers’ journey
  • Lead Gen / Conversion / Retention

How to Effectively Engage with The Comments Section and Grow Brand Love

  • Christina Milanowski, Life Time
  • Christina Milanowski

After this session, you’ll be able to:

  • Understand why social engagement is one of the most important aspects of social media in 2021, and apply best practices for fostering valuable conversations online
  • Avoid the common mistakes that brands make with community management
  • Develop a playbook for how to respond to sensitive and negative situations
  • Engage your audience with personality and help stoke brand love
  • Social Media

9:15am - 9:45am

5 Steps to Activating Your Brand

  • Greg Swan, Fallon
  • Greg Swan

After this session, you’ll be able to:

  • Make the case to leadership or your clients to do more than base-level content strategy.
  • Understand how to identify, filter, and prioritize cultural moments or opportunities for your brand.
  • Define ROI, outcomes, and test-and-learn strategies for brand activations as a complement to your 360° marketing mix.
  • Branding
  • Content Marketing
  • Culture, Impact & Leadership

The Modern Marketer’s Guide to Gaming, AR & NFTs

  • Joe Cox, Pop Marketer
  • Joe Cox

After this session, you’ll be able to:

  • Discover specific ways marketers can join in on the fun of the gaming future
  • Apply examples & tips to take advantage of AR experiences before Apple Glass gets here
  • Understand the marketing value of NFTs and what action steps to take in this space
  • Voice / AR / VR

10:00am - 10:30am

A Human-Centered Approach to Content Creation

  • Abby Reimer, McClatchy
  • Abby Reimer

After this session, you’ll be able to:

  • Source unique, helpful content ideas directly from your audience
  • Use these ideas to create unforgettable articles that you can scale fast
  • Discover little-known places to find even more content (hint: Reddit is a gold mine)
  • Content Marketing

How to Work With Sales for Better B2B Leads

  • Dave Meyer, BizzyWeb
  • Dave Meyer

After this session, you’ll be able to:

  • Identify what sales really needs from a quality lead
  • Set a process for handing marketing leads over to the sales team
  • Align the goals of Sales & Marketing and close the feedback loop
  • B2B
  • Lead Gen / Conversion / Retention

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Creativity, Content and Whiplash: How to Build a Consistent Digital Voice

  • Matt Ingwalson, Heinrich
  • Matt Ingwalson

After this session, you’ll be able to:

  • Set up a new-model team that moves seamlessly between creative and content projects
  • Plan content-driven ecosystems that work for all audiences, even senior citizens
  • Find efficient ways to create consistency and accountability across channels
  • Branding
  • Content Marketing

11:45am - 12:15pm

How to Make Your Video Content Accessible

  • Amber James, Twitter
  • Amber James

After this session, you’ll be able to:

  • Make video content accessible and ensure your video player is too
  • Understand how these recommendations connect to the Web Content Accessibility Guidelines
  • Apply efforts to go beyond the minimums for video accessibility
  • Content Marketing
  • Video

From Dry to Digestible: Make Any Content Topic Relevant to Your Audience

  • Gretchen Halverson, Minneapolis Institute of Art
  • Gretchen Halverson

After this session, you’ll be able to:

  • Identify the hook that will lead your audience to your content
  • Drive website traffic through effective storytelling
  • Develop evergreen content that can be repurposed and reshared in efficient/strategic ways
  • Content Marketing
  • Storytelling

12:30pm - 1:30pm

Lunch Keynote: Jenny Hoffman, Spotify

  • Jenny Hoffman, Spotify
  • Jenny Hoffman

1:45pm - 2:15pm

Going Beyond Data to Better Connect with Your Audience

  • Cari Twitchell, Custom Content Solutions
  • Cari Twitchell

After this session, you’ll be able to:

  • Think beyond data and apply a content approach focused on building loyal customer relationships
  • Define your key brand messages that will better resonate with your audience
  • Implement quick fixes on your website to eliminate barriers to creating an authentic connection
  • Content Marketing

Conversion Optimization for the Hero’s Journey

  • Brian Massey, Conversion Sciences
  • Brian Massey

After this session, you’ll be able to:

  • Understand the stages of the hero’s journey and apply the insight to your messaging efforts
  • Implement persuasive techniques to drive increased conversions
  • Avoid hurting your brand when using conversion optimization tactics
  • Lead Gen / Conversion / Retention
  • Storytelling

2:30pm - 3:00pm

Creative & Controversial Social Marketing Strategies

  • Tylar Masters, Tylar & Company
  • Tylar Masters

After this session you’ll be able to:

  • Create a dynamic spin on popular trends and hashtags to curate unique and engaging social marketing messaging and content
  • Invite your audience be part of your story with engaging user generated brand content that they’ll want to share
  • Create influential, emotional and innocuously controversial social media content
  • Content Marketing
  • Social Media

3:15pm - 3:45pm

Mastering the B2B Influencer Marketing MirePoix: Building the Perfect Base with Brands, Influencers & Buyers

  • Ashley Zeckman, Inprela Communications
  • Ashley Zeckman

After this session, you’ll be able to:

  • Build influence alongside industry experts, and establish mutually beneficial relationships that lead to successful influencer campaigns
  • Strike the right balance between your brand, industry experts and your buyers for marketing success
  • Develop a framework for long-term influencer marketing success
  • Influencer Marketing

Preparing Your Website Data for Google Analytics 4

  • Colleen Harris, Sincro
  • Colleen Harris

After this session, you’ll be able to:

  • See the basic changes between Universal Google Analytics and GA4
  • Understand how the GA differences could impact your data collection strategy
  • Learn how to edit events and conversions right in GA4
  • Listen to proven strategies for making learning GA4 easier
  • B2B
  • B2C
  • Data & Analytics

4:00pm - 4:30pm

The Power of the Brand Trifecta: The Three Components for Building a Brand That Wins More Work

  • Kate DiLeo, Ennobble
  • Kate DiLeo

After this session, you’ll be able to:

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

4:30pm - 5:00pm

Closing Reception