Agenda
These great sessions have been confirmed so far, with more on the way. Keep checking back for updates!
Session Filters
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
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
Advanced Email Marketing: Tactics to Build Robust Email Programs
- Michael Barber, Brand Consultant and Marketing Strategist
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
Conversion Optimization for Every Business
- Brian Massey, Conversion Sciences
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
1:15pm - 2:15pm
$0 Marketing Ideas: How To Market To Millions Without Breaking The Bank
- Jon Youshaei, Formerly of Instagram & YouTube
After this session, you’ll be able to:
- Easily find engaging content for your social media calendar
- Reach more potential customers without spending as much of your budget
- Predict which posts may drive the most engagement before publishing them
2:30pm - 3:00pm
How to Leverage Executives as Powerful Brand Advocates on Social Media
- Casey Hall, Lumberjack Social
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
The Power of the Brand Trifecta: The Three Components for Building a Brand That Wins More Work
- Kate DiLeo, Kate DiLeo Branding
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
Creativity for Today’s Digital-First Economy
- McLean Donnelly, Shopify
After this session, you’ll be able to:
- Understand the transformative power creativity can have on your business
- Develop new creative skills for the digital-first economy and put them into action
- Apply lessons in creativity from leading industry innovators
3:15pm - 3:45pm
Marketing in a Post-Pandemic Society
- Carlos Gil, Bestselling Author & NFT Advisor
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
SEO Fortune Telling: Evaluate Historical Organic Search Performance and Forecast Future Opportunities
- Kerry Janisch, U.S. Bank
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
Ask Yourself These 9 Questions to Help Create More Inclusive Marketing Content
- Katie Jensen, University of St. Thomas
After this session, you’ll be able to:
- Identify common pitfalls that can send unintended messages and undermine inclusivity
- Learn from our hits and misses to more readily spot diversity, equity & inclusion (DEI) issues and opportunities in your work
- Leverage our DEI Viewfinder tool to normalize DEI conversations on your team
4:00pm - 4:30pm
Create “Word-Of-Mouse Advantage” through Purpose & Sustainability
- Jennifer Cawley, Barkley
After this session, you’ll be able to:
- Create cultural conversations that drive word-of-mouth and “”word-of-mouse”” growth for brands
- Connect your brand purpose to key financial drivers using the Purpose-Profit Loop™
- Build a purpose and sustainability strategy that fuels your brand growth
Where Consumers Go, Content Must Follow: Delivering Personalized Omnichannel Experiences at Scale
- Julia Gebhart, Sitecore
After this session, you’ll be able to:
- Build content at scale and centralize content for agility
- Develop an effective content strategy and an experience map
- Deliver experiences that connect through content
Driving Demand with Gen Z, the Generation Constantly Online but Constantly Ignoring Your Brand
- Allison L.Y. Murn, University of Minnesota
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
4:45pm - 5:15pm
Must-Have Automated Email Campaigns for Every Organization
- Michael Barber, Brand Consultant and Marketing Strategist
After this session, you’ll be able:
- Apply tactics to improve existing automated email campaigns
- Develop new automated email campaigns to build for your subscribers
- Determine what analytics/metrics to use for automated email campaigns
#FeelingsMatter: Creating Emotional Customer Connections
- Michelle Stinson Ross, Mindful Appy
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
A Human-Centered Approach to Content Creation
- Abby Reimer, Uproer
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)
5:15pm - 6:30pm
Opening Reception hosted by Brandpoint
Day 2 Friday, August 06
8:30am - 9:00am
The Modern Marketer’s Guide to Gaming, AR & NFTs
- Joe Cox, The Pop-Marketer
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
Frameworks for Filling Funnels
- Justin Watkins, Native Digital
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
9:15am - 9:45am
How to Write Content That Ranks
- Hannah McNaughton, Metric Marketing
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
Being a Social Media Sleuth: Leveraging Social Listening for Competitive Intelligence
- Vishakha Mathur, Boston Scientific
After this session, you’ll be able to:
- Create social listening strategies for market research and competitive analysis
- Use social listening data to identify content opportunities and gaps
- Identify customer preferences and reaction to various social strategies
Conversion Optimization for the Hero’s Journey
- Brian Massey, Conversion Sciences
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
10:00am - 10:30am
Customer Generation: Delivering on the Promise that Demand Generation Forgot About
- Garrett Mehrguth, Directive Consulting
After this session, you’ll be able to:
- Perfectly understand and compare channel level performance using the Customer Lifetime Value to Customer Acquisition (LTV:CAC) formula
- Boldly identify and emotionally connect with your exact persona at your ideal accounts
- Correctly leverage 1st party data for campaign success
- Aggressively grow pipeline revenue via gift giving and psychology
Creativity, Content and Whiplash: How to Build a Consistent Digital Voice
- Matt Ingwalson, Executive Creative Director
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
How To Get Pop-Culture Buzz on a Shoestring Budget
- Joe Cox, The Pop-Marketer
After this session, you’ll be able to:
- Replicate strategies to start a cultural tidal wave with a limited or virtually no budget, using a case study from Adult Swim
- Use pop culture to sell your marketing ideas and get invited to the meetings that matter
- Implement methods to get the maximum buzz with minimal resources using the power of pop culture
10:30am - 11:00am
Networking Break
11:00am - 11:30am
Building Advocates with Experiences
- Cliff Seal, Salesforce
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
How to Write Social Media Content that Gets Results
- Arik Hanson, ACH Communications, Inc.
After this session, you’ll be able to:
- Learn how to best write for the different social media platforms by better understanding your audience’s behaviors on each social network
- Discover tips for how to write content your audiences actually want to consume – and SHARE!
- Apply social media writing best practices such as the art of the tease and writing in the language of the platform
How to Kill It As A Fractional CMO
- John Arms, JP Arms
After this session, you’ll be able to:
- Market yourself to businesses between 5M and 50M as a fractional CMO for hire, and support your fractional CMO business
- Equip yourself with a fractional CMO survival kit and effectively respond to new tech stacks, new networks and new sales processes
- Execute marketing operations that’s focused more on strategy and metrics and less on tactics
11:45am - 12:15pm
Preparing Your Website Data for Google Analytics 4
- Colleen Harris, Sincro
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
How to Work With Sales for Better B2B Leads
- Dave Meyer, BizzyWeb
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
Mastering the B2B Influencer Marketing MirePoix: Building the Perfect Base with Brands, Influencers & Buyers
- Ashley Zeckman, Inprela Communications
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
12:45pm - 1:30pm
The Power of Sound and Silence: How to Create Audio Worth Listening To
- Jenny Haggard, Spotify
After this session, you’ll be able to:
- Implement best practices for audio creation
- Incorporate audio as a core element of your marketing strategy
- Use silence to fuel your creativity
- Uncover the most impactful audience and cultural insights to develop creative ideas
- Introduce brainstorming techniques to use with your team
1:45pm - 2:15pm
5 Steps to Activating Your Brand
- Greg Swan, Fallon
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.
Going Beyond Data to Better Connect with Your Audience
- Cari Twitchell, Custom Content Solutions LLC
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
This session is for marketers who are seeking a more holistic approach to implementing successful content marketing strategies.
Covering Live Events on Social with this Streamlined Approach
- Annie Scott Riley, Version1 & Minnesota RØKKR
After this session, you’ll be able to:
- Apply traditional storytelling to any event
- Use a (fairly) universal shot list to capture engaging moments
- Implement mini interview tactics and other storytelling tips and tricks to engage online viewers
2:30pm - 3:00pm
How to Win with Branding and Linked-in-Fluence People
- Jess Tiffany, MNU Digital
After this session, you’ll be able to:
- Share content that will perform well on the platform
- Apply strategies to help you build relationships and gain reciprocity
- Use tools that can be leveraged to help magnify your results.
The Robin Roberts Effect: Best Practices from Be The Match’s Unique Life-Saving Influencer Activation
- Ryan Peña, Be The Match - NMDP
After this session, you’ll be able to:
- Create an authentic influencer campaign
- Rethink recommended ad lengths and future paid media activations
- Apply remarketing tactics that engage audiences
You’re Competing with the Wrong People: How to Build a Content Marketing Powerhouse
- Joel Leeman, London Stock Exchange Group (LSEG)
After this session, you’ll be able to:
- Reframe your competitive landscape in an attention economy
- Understand how to think like a newsroom and be reactive to world events and news
- Implement 6 key lessons to help kickstart your content marketing journey
3:15pm - 3:45pm
UX Meets MBA: A Designer Goes to Business School
- McLean Donnelly, Shopify
After this session, you’ll be able to:
- Articulate the ROI of improved customer experiences
- Build strategic plans that include customer and business outcomes
- Teach creatives to use business metrics in their everyday work”
Creating Community to Acquire New Customers
- Michael Browne, Specialized Bicycles
After this session, you’ll be able to:
- Identify customer pain points
- Create digital to in-real-life conversions
- Foster brand advocates
How to Make Your Video Content Accessible
- Amber James, Twitter
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