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Pre-event Tuesday, August 21

10:00 am - 4:00 pm

Conversion Optimization for Every Business

Masterclass
  • Brian Massey, Conversion Sciences
  • Brian Massey
  • How high conversion rates will change everything for your business.
  • The math of acquisition.
  • Calculate the value of a contact, prospect and customer.
  • How to measure your potential upside from higher conversion rate.
  • The rules of behavioral science — that you already know.
  • The tools you should always have at your fingertips.
  • The sources of data you can tap for amazing insights.
  • The “launch and know” campaign development process.
  • Keeping designers and copywriters honest.
  • How to outgrow your competition.
  • Dealing with executive interference.
  • Justifying larger budgets with data.
  • Getting support for creative ideas.
  • Transcend your IT department.
  • How to decide what to change, what to leave the same, and what to test.
  • Writing great survey questions.
  • How to run a focus group from your desk.
  • What to expect from a data-driven agency.
  • Managing a website redesign.
  • Build high-converting landing pages.
  • How to develop ads that deliver.
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Integrated Advanced Social Media Marketing

Masterclass
  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross
  • Auditing Your Current Social State of Affairs: Learn how to quickly and quantifiably evaluate existing organic and paid social media marketing activities and determine how to best adjust budget and recourses for more business benefit
  • Setting Social Strategy: Learn to identify goals, avoid shiny object syndrome, and focus on driving meaningful impact for your organization
  • Purposeful Content Distribution: Learn how to work with Content, Search, and PPC to leverage and package content created for various purposes and put them in front of the right audiences at the right time.
    – We will dig deep into understanding audience/customer/influencer personas and how they are translated into paid audience targeting.
    – We will also delve into how to use creative elements to package content for the various social channels.
  • Measuring Impact: Close the marketing feedback loop. Learn how to measure advertising spend, user engagement, and how social traffic impacts other aspects of digital marketing
  • Scaling Your Efforts: Identify the right tools for your team (or yourself!) to get organized, streamline your social media management processes, and boost results
  • What’s Next: Identify future trends to help your brand or organization get and stay ahead of the curve
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

5:00 pm - 6:30 pm

Digital Summit Pre-Party, Hosted by Spectrum Reach

Before we kick up our heels for the main Digital Summit event, join us for the official Pre-Party. We’ll be gathering at the Day Block Brewing Company (The Taproom) – for local craft beers & networking with Minneapolis’ diverse community of business builders and innovators.

Have a few beverages and mix & mingle with fellow attendees, speakers, sponsors, and more from the Minneapolis digital community!

Space is limited and a free RSVP is required.

Sponsored by: Spectrum Reach Logo

Day 1 Wednesday, August 22

8:30 am - 12:30 pm

Conquering the Customer Journey with Content Marketing

AM Workshop
  • Shana Sullivan, Vertical Measures
  • Shana Sullivan
  • Understand why it’s vital to create content that resonates with your audience at different parts of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beats the competition in search and beyond
  • Know where, when and how to amplify your content in a way that encourages engagement and progression through the customer journey
  • Combine and leverage traditional and digital marketing to increase your audience reach and engagement
  • Use content marketing as a business asset and create revenue with your audience
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content
  • Strategy

The Path to Positon 1: Search Engine Optimization in a User First World

AM Workshop
  • Jake Finkelstein, Method Savvy
  • Jake Finkelstein
  • Surface and leverage data to understand your customers’ behaviors and intent
  • Create content that aligns customer interests with strategic business objectives
  • Utilize recent search engine algorithm updates to supercharge online visibility
  • Create trust and authority through smarter brand citations
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • SEO
  • Strategy

45 Tactics to Take Your Email from Zero to Hero

AM Workshop
  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why email still matters to you and the people you’re trying to reach
  • Ensure your campaigns are making it to the Inbox
  • Learn how Internet Service Providers (ISPs) might be treating your campaigns
  • Know the similarities and differences for how B2B and B2C audiences consume email, convert from it, and how different design choices impact those conversions
  • Perform regular email audits which are crucial to email success
  • Make sure you’re tracking the metrics you should be and discover those you may not be or may not know about
  • Have some insight into what the future of email might look like
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Email
  • Strategy

Main Conference

1:15 pm - 2:15 pm

Opening Keynote + Liza Dunning, Airbnb

Keynote
  • Liza Dunning, Airbnb
  • Liza Dunning

2:30 pm - 3:00 pm

Business Storytelling: The Architecture Of Why People Will Care About Your Content

  • Robert Rose, Content Marketing Institute
  • Robert Rose
  • Understand the architecture of a great, fulfilling story and why audiences care
  • Develop the four pillars of the premise of your story, no matter how big or how small
  • Use seven straightforward questions to help develop your premise, and evolve the four pillars of your business story
  • Create an actionable check-list for the content you are creating to ensure you’re transforming good ideas into better stories
  • B2B
  • B2C
  • Content
  • Strategy

Brand Building in a Digital World

  • Craig Pladson, Ovative/group
  • Craig Pladson
  • Create a human-centric value proposition for your brand, product or service
  • Make the business case for new, and unproven, investments in digital
  • Understand and apply the ‘marketing as product’ approach to modern brand building
  • Find the talent needed to design beautiful digital experiences at an affordable price
  • Branding
  • Strategy

Marketing Analytics: Get the Insights You Need Faster

  • Matt Hertig, Alight Analytics
  • Matt Hertig
  • Understand the true difference between marketing reporting and marketing analytics, and determine which one is ultimately better for your organization
  • Identify (and avoid) the most common obstacles to marketing analytics
  • Develop a plan for generating analysis faster, with fewer headaches
  • Analytics
  • Measurement
  • Strategy

Influencers: Cultivating a Powerful Network for Linkbuilding & Social Media Evangelism

  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross
  • Identify and qualify influencers from several sources
  • Craft news, messages, and value propositions that matter to the press and industry influencers
  • Create outreach strategies that span the longer influencer engagement process

3:15 pm - 3:45 pm

Making Miraculous Content

  • Scott Kegley, Minnesota Vikings
  • Scott Kegley
  • Create a plan to execute content development when the miracle moment presents itself
  • Build a structure to successfully react to events in real-time
  • Outline a compelling approach to digital storytelling that fits your brand
  • Content
  • Social
  • Strategy

Five Key Insights from the IBM Email & Mobile Metrics Benchmark Report

  • Loren McDonald, IBM Watson Marketing
  • Loren McDonald
  • Understand the opportunity that high consumer engagement with transactional messages provides email marketers
  • Leverage the email click-to-open-rate (CTOR) to drive changes in your email body copy and design
  • Use engagement/read rate for segmenting emails and optimizing design/copy
  • Understand what the GDPR database “cleanse” process many brands have taken portends for future metrics and results
  • Take advantage of benchmark data to help educate executives and acquire budget and resources
  • B2B
  • B2C
  • Email
  • Mobile
  • Strategy

The KISS [Keep it Simple, Stupid] Marketing Method to the B2B Lead Gen Prospect Journey

  • Jen Erickson, DocuSign
  • Jen Erickson
  • Develop messaging and compelling content for each stage of the buying journey
  • Learn how to extend your 1st party prospect journey using 3rd party AdTech
  • Visualize and illustrate the journey to your colleagues and internal leaders
  • B2B
  • Content
  • Strategy

Conflict, What is it Good For? Absolutely Everything.

  • Tyler Farnsworth, August United
  • Tyler Farnsworth
  • Leverage tensions to fuel creativity
  • Incorporate conflict into the structure of your next campaign
  • Share examples of healthy conflict from various industries
  • Understand pattern interrupts and use them to propel your brand
  • B2B
  • B2C

4:00 pm - 4:30 pm

Leveraging the Changing Media Landscape

  • Jason DeMarco, A+E Networks
  • Jason DeMarco
  • Understand key audience interactions to inform KPIs from a publisher’s perspective by platform
  • Leverage data in today’s fragmented marketing ecosystem
  • Maintain brand safety while using new outlets
  • Strategy

Is it Time for Scrum to Scram? Alternative Agile Frameworks to Keep Marketers Sane

  • Andrea Fryrear, AgileSherpas
  • Andrea Fryrear
  • Understand why marketing teams are notorious for breaking Scrum sprints
  • Use the 6 core practices of Kanban, and how they can reveal hidden problems in your workflow
  • Combine Scrum and Kanban to form Scrumban, a powerful hybrid approach that marketers love
  • Get started down the Agile path in a simplified way that takes hours, not days
  • B2B
  • B2C
  • Strategy

Digital Goes Over the Top: Ad Strategies for the Connected OTT Consumer

  • Ben Van Horn, Spectrum Reach
  • Ben Van Horn
  • Understand how OTT has revolutionized the Video landscape
  • Create effective marketing strategies in the evolving OTT landscape
  • Develop a plan to reach the right audience in the growing OTT space
  • Paid Advertising
  • Strategy
  • Video

Leveraging Augmented Reality as a Digital Marketing Tool

  • Anna Prisacari, Praxik
  • Anna Prisacari
  • Promote the adoption of AR within your organization
  • Apply the functionalities and opportunities that AR offers to your marketing programs
  • Generate an AR strategy for one of your products
  • Emerging
  • Strategy

4:45 pm - 5:15 pm

Audience Engagement Through Storytelling and Comedy

  • Justine Davie, Marine Corps Veteran
  • Justine Davie
  • Break down the components of effective storytelling to enrich your content
  • Understand the happy chemicals that impact and capture your audience
  • Develop concrete methods to provide an interactive and engaging experience
  • Content
  • Strategy

Everyday Behavioral Science For Better Conversion Optimization

  • Brian Massey, Conversion Sciences
  • Brian Massey
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and data-driven precision
  • Use and understand the data from your results more efficiently for future tests
  • B2B
  • B2C
  • Conversion
  • Measurement
  • Strategy

Paid Search Trends That Impact Your Business in 2018 and Beyond

  • Mika Carter, Just Conversion Marketing
  • Mika Carter
  • Leverage major changes impacting your PPC campaigns on both mobile and desktop
  • Level up your PPC strategy to expand your ROI beyond the initial clickthrough
  • Understand why Siri and Alexa matter to your paid search strategy, and what to do about it
  • List paid search trends to be aware of, with action items to try around AI, advanced cross-channel remarketing and AMP
  • B2B
  • B2C
  • Paid Advertising
  • Search

Send Great Email: How to Truly Communicate, Captivate and Connect with Every Subscriber

  • Implement tips on how to avoid Spam filters
  • Effectively use the Subject line and Preheader text to encourage a subscriber to open your email
  • Understand why considering accessibility within your email design is critical to the success of your campaigns
  • Make quick and easy email code changes that will allow you to communicate, captivate and connect with your subscribers
  • Understand how Auditory technologies (Google Home, Amazon Alexa, etc.) are going to change the way we interact with email
  • B2B
  • B2C
  • Email
  • Strategy

5:15 pm - 6:30 pm

Opening Reception

Day 2 Thursday, August 23

8:30 am - 9:00 am

How Content Marketers Can Leverage the Facebook Algorithm

  • Heather Dopson, GoDaddy
  • Heather Dopson
  • List which types of behavior Facebook is penalizing
  • Understand why sequenced content is so powerful
  • Build content grids for high relevancy
  • Content
  • Social
  • Strategy
  • Video

Marketing Automation to Feed and Fuel the Sales Pipeline

  • Mike Grahl, Minnesota Timberwolves and Lynx
  • Mike Grahl
  • Understand the importance of inbound marketing and marketing automation
  • Establish business rules that drive consumer behavior
  • Create efficiencies for your consumers as well as your digital and sales teams
  • Implement a process that accurately sources and tracks performance
  • B2B
  • B2C
  • Conversion
  • Strategy

How a Tweet Got Us on Good Morning America…TWICE!

  • Ryan Pena, Be The Match - NMDP
  • Ryan Pena
  • Uncover strategic approaches to effective storytelling
  • Show your organization an exciting way to break through social media noise
  • Identify how PR and Social should work together for maximum ROI
  • Define social listening best practices
  • Conversion
  • Social

9:15 am - 9:45 am

Bloody Hell! And Other Marketing Truths My British Mum Taught Me

  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why we have to be more keenly focused than ever on customer experience and retention
  • Appreciate that we are often underserving our customer’s expectation of their experience
  • Learn a framework that will help ensure your products and services are more tuned to your customer’s needs and experience
  • Enjoy many of the equally amazing, applicable, and ridiculous lessons my British Mother taught me and how they apply to thinking through customer experience
  • Strategy

Automate, Improve and Optimize your Lead Generation

  • Build a new blueprint to map out your current lead-gen process and decide what’s working
  • Understand which audiences matter most to your business
  • Set follow-ups designed to convert (without being annoying)
  • Set better measurable, achievable goals for your lead funnelse
  • B2B
  • Lead Generation
  • Strategy

Video Everywhere

  • Brian Kroll, Adtaxi
  • Brian Kroll
  • Understand how video fits into the larger marketing ecosystem
  • Leverage connected TV into your digital media mix
  • See how Facebook, YouTube, and online video improves conversions
  • Track the success of your video campaigns
  • Video

Guide Your Customers Through Their Journey With Content

  • Patty Radford Henderson, Radford Henderson
  • Patty Radford Henderson
  • Identify brand opportunities at each phase of the customer journey
  • Model your customer’s content needs and generate topic ideas with ease
  • Quickly assess topic demand, social relevancy and seasonality
  • Effectively bridge the gap between telling and selling content
  • B2B
  • B2C
  • Content
  • Conversion
  • Strategy

10:00 am - 10:30 am

10 Critical Factors for Success in Content Marketing

  • Shana Sullivan, Vertical Measures
  • Shana Sullivan
  • How to nail a short, yet effective strategy
  • How to perform deep content topic ideation to capture organic traffic
  • Magic of a Hub & Spoke content model
  • Why search engine optimization is more critical than ever
  • Content you are not producing but should
  • Learn how to move past pressing “Publish” on content that doesn’t move the needle, and learn strategies to catapult your results and see just how potent content marketing can be for your business
  • B2B
  • B2C
  • Paid Advertising
  • Search

Simplify and Automate to Get Your Day Back

  • Peter Escartin, Accelo
  • Peter Escartin
  • Understand how to break down and distill complex work processes for scale
  • Easily apply these ideas and concepts at scale
  • Leverage technology to achieve your goals
  • Utilize automation within platforms and the logic behind it
  • B2B
  • Conversion
  • Strategy

The Power of Video: Integrate Video Creative into Your Social Media Strategy

  • Nik Scott, University of Denver
  • Nik Scott
  • Identify the opportunities in your brand and marketing strategy where video will have the greatest impact
  • Create a concrete, actionable plan for integrating video into your social media strategy for the whole team to get excited about
  • Understand the breadth of social media video platforms available to you and choose the right tools for you
  • Social
  • Video

Building a Social Engagement Strategy That Works for your Business

  • Brooke Hatfield, MailChimp
  • Brooke Hatfield
  • Identify channels where your audience—and prospective customers—are
  • Find conversations worth engaging with
  • Develop messaging for every stage of the customer lifecycle
  • Scalably develop creative assets (or, How GIFs Solve So Much)
  • Track qualitative and quantitative data to measure impact
  • B2B
  • B2C
  • Content
  • Data
  • Measurement
  • Social

11:00 am - 11:30 am

Unifying Enterprise Content Efforts Through a Customer-first Approach

  • Erin Gulden, U.S. Bank
  • Erin Gulden
  • Support multiple line of businesses (LOBs) and products within an enterprise with one content program by focusing on audience needs
  • Implement tactics to ensure the right content is delivered to your audience at the right time
  • Create a strategy that incorporates data points and key insights into your content program
  • Content
  • Strategy

Why 80% of Marketers are Failing with Display, and How to Fix it Fast!

  • Brian Lahey, Genius Monkey
  • Brian Lahey
  • Better understand your customers’ journeys, and how they should be applied to your strategy
  • Recognize how display advertising fits into your overall marketing strategy
  • Utilize Google Analytics and other tools to measure the metrics that matter
  • Optimize your ad spend and improve your ROI
  • Paid Advertising
  • Strategy

The Anti-Hero’s Guide to Breaking Google’s Rules with Purpose

  • David Lovett, Periscope
  • David Lovett
  • Define your own version of SEO success
  • Consider ways to uniquely integrate data and strategy into creative campaigns
  • Identify KPIs that encourage non-technical colleagues and clients to jump onboard with a novel creative strategy
  • Learn how your team can create something similarly creative, while staying on-brand and getting executive teams onboard
  • B2C
  • Data
  • Measurement
  • Search
  • SEO

Deliver Profitable App Growth with LTV and Machine Learning

  • David Lee, Google
  • David Lee
  • Understand the importance of Customer Lifetime Value (CLV)
  • Identify the consumer actions that create value for your business
  • Implement a framework for measuring CLV across various consumer actions for your business
  • Leverage CLV data to drive new, valuable users to your app experience through Machine Learning
  • Data
  • Emerging
  • Mobile
  • Strategy

11:45 am - 12:15 pm

The Age of Invisibility

  • Mike King, iPullRank
  • Mike King
  • Understand trends in the features of organic search results
  • Apply six tactics to be effective in SEO
  • Optimize on-page content for search engine algorithms
  • Survive this age of invisibility
  • SEO
  • Strategy

Attribution Modeling and the Holy Grail of Marketing Analytics

  • Aaron Strout, W2O Group
  • Aaron Strout
  • Know where to start for attribution modeling and omni-channel analytics
  • Be aware of the political, legal, and data wrangling roadblocks
  • Understand the landscape of vendors and effort for building internally
  • Use statistical models and analytics for actioning upon omni-channel data
  • Data
  • Measurement

UX Meets MBA: A Designer Goes to Business School

  • McLean Donnelly, The Makery Group
  • McLean Donnelly
  • 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
  • Strategy
  • UX/Design

Make Your Brand Human: Developing Your Voice for Digital

  • Eric Thomas, SAGA MKTG
  • Eric Thomas
  • Tell a brand story in a fragmented digital landscape
  • Leverage your unique selling proposition as a brand strategy
  • Develop a compelling narrative for online media
  • Connect with your audience in an authentic way
  • B2B
  • B2C
  • Branding
  • Content
  • Social

12:30 pm - 1:45 pm

Lunch Keynote + Scott Dikkers, Founder, The Onion

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

2:00 pm - 2:30 pm

How a Decades-Old Brand is Winning in the Digital Space by Connecting Content to Commerce

  • Audra Carson, General Mills
  • Audra Carson
  • Change the mindset about digital in your organization
  • Inexpensively map & understand your consumers journey
  • Get started with content personalization
  • Measure the impact of content marketing on sales
  • B2C
  • Content
  • Data
  • Measurement

Making Money with Paid Social, in 2018: What to Do & Winning Plays

  • Marty Weintraub, Aimclear
  • Marty Weintraub
  • Navigate “New” social targeting, and understand why less is actually more
  • Integrate search and social channels, ads, data, and campaign tactics for the win
  • Generate more brand search inventory with saturated keyword imprinting
  • Target influencers in Facebook’s newly depreciated social psychographic environment
  • Take advantage of Twitter, which just became a crucial Ads channel
  • Use LinkedIn to make money, without paying for ads
  • B2B
  • B2C
  • Conversion
  • Data
  • Paid Advertising

The Future of B2B Marketing: Think Like Disney and 6 Other Trends

  • Jon Lombardo, LinkedIn
  • Jon Lombardo
  • Appreciate the true value of thought leadership
  • Apply the Disney model of “”total merchandising”” to your marketing
  • Scale your brand through your most valuable touchpoint: your employees
  • Understanding how to structure a “”60/40″” brand and why it’ll lead to more growth
  • B2B
  • Emerging
  • Strategy

Five Steps to a Data Driven Email Marketing Strategy

  • John Brandt, Adestra
  • John Brandt
  • Think holistically about what success means for your company
  • Understand why you are using email as a core channel
  • Better understand how other successful marketers view a data driven email marketing strategy
  • Align your business objectives to your data
  • Test, measure, and communicate to your organization both your strategy and your results for improvement
  • B2B
  • B2C
  • Data
  • Email
  • Strategy

2:40 pm - 3:10 pm

Connecting Consumers, Igniting Brands via Interactive Storytelling

  • Steve Ramos, Steve Ramos Media
  • Steve Ramos
  • Develop an actionable and compelling interactive storytelling framework
  • Better understand the frontier tech available to today’s marketing teams and how to best utilize it for customers
  • Add impact and profitability to your marketing services using interactive storytelling and design
  • Implement interactive measurement models for improved reporting of both online and offline assets
  • Content
  • Conversion
  • Emerging
  • Social

Three Ways to Dramatically Improve Your Email Results

  • Nora Snoddy, Campaign Monitor
  • Nora Snoddy
  • Understand why email is still the center of the digital marketing universe
  • Use tools like segmentation to amp up your results long-term
  • Implement tactical ways to prove the effectiveness of your email marketing
  • Conversion
  • Data
  • Email
  • Strategy

Google Search Updates: What You Need to Know to Take Your Web Presence to the Next Level

  • Ben Theis, Skol Marketing
  • Ben Theis
  • Understand the new mobile index search update for Google
  • Determine how your domain SSL can affect your search ranking
  • Make your site faster, to improve user experience as well as its impact on SEO
  • Describe why you need to comply with GDPR
  • B2B
  • B2C
  • Search

How to Build a Better Brand

  • Andrea Trew, Flywheel
  • Andrea Trew
  • Define what a brand is and the psychology behind what it means
  • Develop your brand through an effective 3-step process
  • Create a human-centric marketing campaign to captivate and attract customers
  • Connect with your audience through a telepathic level of customer service
  • Operationalize your brand between departments
  • B2B
  • B2C
  • Branding
  • Strategy

3:20 pm - 3:50 pm

Thought Leadership Disrupted: New Rules for the Content Age

  • Heather Taylor, The Economist
  • Heather Taylor
  • More rapidly identify which content works best for the B2B client and why
  • Reframe your content strategy to make your organization a thought partner, rather than a thought leader
  • Be the go-to source of content for executives in your org
  • Develop a new distribution, format and cadence framework to reach your target audience
  • B2B
  • Content
  • Search

Capturing Attention in an Algorithmic World

  • Greg Swan, Fallon
  • Greg Swan
  • Understand how today’s recent algorithm changes impact your content and advertising
  • Use consumers’ behavioral changes with consuming and sharing content to inform your marketing efforts
  • Develop compelling, creative content that form authentic customer relationships
  • Content
  • Strategy

Harnessing the Power of Amazon: Customer Acquisition, Lead Generation, and Proof of Concept Sales

  • Robyn Johnson, Best From The Nest
  • Robyn Johnson
  • Use Amazon as a way to drive growth for brands and products
  • Understand key elements for Amazon SEO and conversion
  • Get initial conversions and protect your brand on Amazon
  • Strategy

4:00 pm - 5:00 pm

Closing Reception

Join us at Digital Summit Minneapolis 2018