Agenda

Session Filters

Day 1 Wednesday, May 06

11:00am - 11:40am

Kickoff and Opening Keynote, This is Marketing: A Live Q&A with Seth Godin on How We Move Forward

Keynote
  • Seth Godin, Best Selling Author
  • Seth Godin

11:45am - 12:25pm

Building Trust in the Future: Human-Centric Marketing Strategies

  • Cliff Seal, Salesforce
  • Cliff Seal

After this session, you’ll be able to:

  • Measure and audit the trust you’re already earning (or losing) right now
  • Position clear value exchanges for data, sourced directly from customers
  • Leverage transparency and societal engagement to establish and build trust over time
  • B2B
  • B2C
  • Consumer Behavior

Establishing a Data-Driven and Brand-Safe Social Content Strategy

  • Ericka Kurtz, MGM Resorts International
  • Ericka Kurtz

After this session, you’ll be able to:

  • Understand how to use process, data and insights to drive your content strategy
  • Implement social listening to optimize content curation and output
  • Define and defend social KPIs to key stakeholders
  • Content Marketing
  • Data & Analytics
  • Social Media

12:30pm - 1:10pm

Future Disrupted: Emerging User Experience Trends of 2020

  • Lynne Adams, Johnson & Johnson
  • Lynne Adams

After this session you’ll be able to:

  • Bridge the gap between digital and physical experiences in the era of social distancing
  • Understand what we can anticipate from UI/UX design in 2020 and the trends worth implementing
  • Identify areas for design “quick wins” by leveraging the latest innovations and advancements
  • B2B
  • B2C
  • UX & Design

Evaluating SEO in Today’s Climate: Identify & Repair the Most Common Technical Issues

  • Fernando Angulo, SEMrush
  • Fernando Angulo

After this session, you’ll be able to:

  • Understand the current impact that Covid-19 has on search
  • Learn the most common technical SEO mistakes and how to identify them and repair them
  • Perform your own SEO technical audit
  • B2B
  • B2C
  • SEO & Search

1:15pm - 1:55pm

Marketing Analytics: How to Find the Answers You Need Now

  • Matt Hertig, Alight Analytics
  • Matt Hertig

After this session, you’ll be able to:

  • Understand why so many of us struggle to use data effectively
  • Shift your perspective from “what happened” to “what do I do next?”
  • Build an analytics strategy necessary to drive organizational growth
  • B2B
  • B2C
  • Data & Analytics

Paid Social Commerce: Turning Buzz into Biz

  • Michelle Stinson Ross, Michelle Stinson Ross Consulting
  • Michelle Stinson Ross

After this session, you’ll be able to:

  • Develop social media audience pools in Facebook/Instagram, Twitter, and Pinterest to expand brand awareness and drive qualified shoppers to your e-comm site
  • Create paid social campaigns that leverage video content to build brand awareness and retarget users familiar with your brand
  • Close the loop with valuable measurement and reporting
  • Ecommerce
  • SEO & Search
  • Social Media

2:00pm - 2:40pm

All-Weather Marketing: Principles for B2B Marketing Growth

  • Ty Heath, LinkedIn
  • Ty Heath

After this session, you’ll be able to:

  • Invest in your share of voice
  • Balance brand and activation marketing
  • Use marketing strategies that lead to the most growth
  • B2B
  • Lead Gen / Conversion / Retention

Winning Hearts and Minds: Using Customer Feedback to Create Marketing that Customers Love

  • Nate Wright, UserTesting
  • Nate Wright

After this session, you’ll be able to:

  • Implement best practices from customer-driven marketing teams
  • Influence others by rallying around customer problems
  • Use customer data to influence and improve on all areas of the experience
  • B2B
  • B2C
  • Consumer Behavior
  • Customer Experience
  • Data & Analytics

2:45pm - 3:25pm

Postmodern Shoppers, Post-Coronavirus: Consumer Behavior in The New Normal

  • Michael R. Solomon Ph.D, St. Joseph's University
  • Michael R. Solomon Ph.D

After this session, you’ll be able to:

  • Approach consumer personas with a new mindset, as the traditional labels we use to classify consumers no longer work
  • Understand why customers rely on your brand to tell them who they are
  • Market products and services that will succeed in a postmodern world.
  • B2B
  • B2C
  • Consumer Behavior

How Marketers Can Harness Voice In Our New Media World

  • Gabe Tartaglia, Pandora
  • Gabe Tartaglia

After this session you’ll be able to:

  • Understand the trends and truths of the voice generation
  • Learn how to capture attention in an increasing screenless-world
  • Experience how marketers have harnessed the power of audio to drive brand values
  • B2C
  • Lead Gen / Conversion / Retention
  • SEO & Search
  • Voice / AR / VR

3:30pm - 4:10pm

The New Customer Journey: The Data, Insight & Direction You Need to Adapt

  • Samantha Kermode, Investis Digital

    After this session, you’ll be able to:

    • Understand how consumer behavior is changing during this big shift and what the new customer journey looks
    • Learn what industries are getting it right, or struggling to adapt
    • Apply the top 10 tips to adapt for success, based on relevant trends and insights from over 1,600 global companies and supplemental insight from strategic partners
    • B2B
    • B2C
    • Consumer Behavior
    • Customer Experience

    The Bridge to Genuine Customer Relationships Today: Demonstrating Empathy and Strong Ethics

    • Deirdre Breakenridge, Pure Performance Communications
    • Deirdre Breakenridge

    After this session you’ll be able to:

    • Properly evaluate your engagement strategies before you communicate through different channels
    • Learn techniques to add emotional intelligence (EQ) to your brand and communications approach.
    • Visualize a roadmap with FEEL (face fears, engage with empathy, use ethics and show passion) as a bridge to genuine relationships.
    • B2B
    • B2C
    • Branding
    • Consumer Behavior

    4:15pm - 5:00pm

    4 Ways to Get Better Metrics for Your Evolving Social Content (with Tool Recommendations!)

    • Carmen Collins, Cisco
    • Carmen Collins

    After this session you’ll be able to:

    • Better understand the true potential in hashtags, how to USE them and how to CHOOSE them
    • Create graphics that get those “thumb-stopping moments” in the mobile newsfeed for all channels
    • Ask, and ye shall receive. How can you ASK for better metric
    • Know if your videos are catching the most attention, and how to master the social soundtrack of silence
    • Prioritize content connection over perfection
    • Lead Gen / Conversion / Retention
    • Social Media

    From In-Person to Digital: Tips for Shifting Your Event Strategy

    • Caroline Hull, Adobe Experience Cloud
    • Shannon Taschereau, Adobe Experience Cloud
    • Caroline Hull
    • Shannon Taschereau

    After this session you’ll be able to:

    • Identify the different factors to consider when shifting your strategy away from in-person events
    • Learn to attract and engage buyers through digital experiences
    • Get tips for shifting your event strategy from in-person to online from companies that are doing it successfully
    • B2B
    • B2C
    • Lead Gen / Conversion / Retention

    Day 2 Thursday, May 07

    11:00am - 11:40am

    Proving Brand Value in Uncertain Times: Look Beyond A/B Testing

    • Gordon Bell, Comcast
    • Gordon Bell

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

    • Apply a step-by-step approach for strategic test planning and execution
    • Understand the basic statistics of multivariate testing and the 3 most important test designs
    • Execute a multivariate test using A/B testing software
    • B2B
    • B2C
    • Data & Analytics

    The Rise of Online Community: Entering The Era Of We

    • Will Cady, Reddit
    • Will Cady

    After this session, you’ll be able to:

    • Recognize how engagement and sharing on social platforms are drastically changing for brands and users
    • Identify where brands can fit into the conversation, and their role in an online community
    • Understand why, when it comes to online communities, it’s all about trust
    • B2B
    • B2C
    • Consumer Behavior
    • Social Media

    11:45am - 12:25pm

    Survive and Thrive: Top Digital Strategies for the New Normal

    • Steven Bennett, Mapp Digital
    • Steven Bennett

    After this session, you’ll be able to:

    • Develop service emails to build trust and improve your reputation
    • Apply insights that will help you grow loyalty and increase relevance for your customers
    • Use first party data to improve your media efficiency for paid channels
    • B2B
    • B2C
    • Lead Gen / Conversion / Retention

    How to Build a World Class Influencer Marketing Program

    • Ursula Ringham, SAP, Inc.
    • Ursula Ringham

    After this session, you’ll be able to:

    • Jump start your own influencer marketing program
    • Choose the correct influencers
    • Collaborate with influencers in uncertain and volatile times
    • Influencer Marketing
    • Social Media

    12:30pm - 1:10pm

    Tips for Mastering Your Value Prop in a Changing Economy

    • Robynne Trifiletti, Mighty Citizen
    • Robynne Trifiletti
    • Recognize the power and importance of value propositions
    • Find deeper meaning in your existing value proposition
    • Confidently identify ways to use your value proposition in your advertising, collateral, and other branding initiatives
    • B2B
    • B2C
    • Branding

    Building Sustainable Digital Experiences for Changed Audiences: Architecting Information

    • Upasna Gautam, CNN
    • Upasna Gautam

    After this session, you’ll be able to:

    • Apply the industry standards for creating, storing, accessing and presenting information in a successful and sustainable way
    • Define the information ecology of your website by analyzing and visualizing the interdependency of context, content and users
    • Categorize and structure information to inform a cohesive content strategy and user experience
    • Understand how users browse and navigate through information to optimize for a more sound site infrastructure
    • B2B
    • B2C
    • Content Marketing
    • Customer Experience
    • UX & Design

    1:15pm - 1:55pm

    Reaching, Engaging and Monetizing Users on Mobile

    • Paolo Fornasini, Google
    • Paolo Fornasini

    After this session, you’ll be able to:

    • Hear a buy/sell-side perspective on how digital content creators acquire and monetize users
    • Improve mobile success by understanding how publishers use data to increase profitability
    • Fine-tune your marketing strategies to develop better relationships with mobile app publishers
    • B2B
    • B2C
    • Mobile

    5 Things Social Media Managers Must Do Now in the Age of Coronavirus

    • Lauren Teague, Convince & Convert
    • Lauren Teague

    After this session, you’ll be able to:

    • Establish new confidence in what, when and where to publish on social media
    • Re-engage community members through conversation and storytelling
    • Create appointment-driven demand for relevant and meaningful branded content
    • B2B
    • B2C
    • Social Media

    2:00pm - 2:40pm

    Getting More Out of Every Message You Send with Automation

    • Zachary Hanz, ActiveCampaign
    • Zachary Hanz

    After this session, you’ll be able to:

    • Reframe your expectations of the customer journey — and how to use it
    • Measure the impact of your messaging
    • Use automation to get more out of every message you send, and discover how automation makes it possible to handle every possible customer scenario
    • Understand the difference between proactive and reactive messaging — and which one to use
    • Automation
    • B2B
    • B2C
    • Email Marketing

    Connect Emotionally with Customers: Using Creative + Media to Create Breakthrough Results

    • Jim DeLash, GlaxoSmithKline
    • Jim DeLash

    After this session, you’ll be able to:

    • Think differently about how your creative message will be received by your audience
    • Develop better creative which will lead to more effective media performance
    • Build stronger consumer relationships based on human connection
    • B2B
    • B2C
    • Storytelling

    2:45pm - 3:25pm

    Using Video Effectively and Securely in Today’s Remote Environment

    • Gary J. Sorrentino, Zoom
    • Gary J. Sorrentino

    After this session, you’ll be able to:

    • Understand the business and personal impact of an overnight need for remote workers
    • Successfully manage the “new normal” virtual office through video
    • Learn how to maintain privacy and security while working virtually
    • Culture, Impact & Leadership
    • Video

    Rebalancing Your Email Strategy in a New Marketing Landscape

    • Natalie Jackson, emfluence
    • Natalie Jackson

    After this session, you’ll be able to:

    • Evaluate how your email strategy has been impacted—positively or negatively—by the pandemic
    • Proactively rebalance your emails and automation strategy to engage your audience in their current environment
    • Nimbly prepare for shifting back to “normal”—and how to time your shifts around what your audience needs now
    • B2B
    • B2C
    • Email Marketing

    3:30pm - 4:10pm

    Communicating in Times of Uncertainty

    • Paul A. Argenti, The Tuck School of Business At Dartmouth
    • Paul A. Argenti

    After this session, you’ll be able to:

    • See the opportunity in a crisis rather than just the danger
    • Use the crisis as a learning opportunity and develop future playbooks for relevant, effective communications
    • Gain new strategies for communicating with multiple constituencies during a crisis
    • Think about how to avoid crisis and uncertainty as much as possible.
    • B2B
    • B2C
    • Culture, Impact & Leadership

    Strategies for Building Strong Social Media Communities During Difficult Times

    • Carlos Gil, Gil Media Co.
    • Carlos Gil

    After this session, you’ll be able to:

    • Show empathy for your community’s needs during times of crisis, and apply crisis communications tips for social media
    • Learn best practices from notable brands, including Verizon, SAP, and Burger King, who are thriving in the era of COVID-19 from a marketing and awareness standpoint.
    • Implement strategies for activating your employees and industry influencers as advocates to humanize your brand
    • Stay top of mind in the eyes of consumers by participating in challenges such as the #ALLINCHALLENGE
    • Tap into new, emerging platforms to reach your customers and employees
    • Use tools for outsourcing resources and optimizing your brand’s content
    • B2B
    • B2C
    • Social Media

    4:15pm - 5:00pm

    Connecting with Consumers in this Moment: What Does Your Brand Sound Like

    Keynote
    • Dave Isbitski, Chief Evangelist, Amazon
    • Dave Isbitski