Agenda | Digital Summit Nashville

Agenda

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

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Day 1 Tuesday, October 05

8:30am - 12:30pm

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

Masterclass
  • 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

Organizing your Digital Properties to Connect Data to Business Decisions

Masterclass
  • Colleen Harris, Sincro
  • Colleen Harris

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

  • Audit Google Analytics set-up for proper data flow and collection on your site plus see why setting up alerts are so important
  • Judge your current Google Analytics goals for engagement and conversions
  • Build custom funnel segments in Google Analytics to compare user flows on your website
  • Understand the different attribution models in Google Analytics and the pros and cons of each
  • Tackle Google Tag Manager with tricks and a cheat sheet for creating triggers and tracking
  • Learn the basics of Google Data Studio as an automation tool for reporting. You’ll discover how different data sources connect to the report and how to edit existing reports as you add your own filters
  • Follow along as we build a Data Studio report from scratch. You’ll be able to identify the question you want to answer, find the answer in Google Analytics, and apply design principles of data to show the value of your work to internal and external stakeholders
Included with Platinum Passes, upgrade required for Main Event Passes
  • Data & Analytics

Burgers, Boxes, Briefs and Bachelor Degrees: Level up and Sell Anything with the Big 5 of Digital Marketing

Masterclass
  • Chad Rose, Investis Digital
  • Chad Rose

After this session you will be able to:

  • Develop content, SEO and competitive analyses to guide your strategies
  • Use and interpret data from popular tools like SEMRush, Screaming Frog and Lighthouse
  • Develop content for targeted audiences
  • Optimize your site and user experience for consumers and search engine bots
  • Improve your demand generation in email and paid search and social
  • Test and analyze your efforts for constant improvement

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

Included with Platinum Passes, upgrade required for Main Event Passes
  • Content Marketing
  • Lead Gen / Conversion / Retention
  • SEO & Search

1:15pm - 2:15pm

$0 Marketing Ideas: How To Market To Millions Without Breaking The Bank

Keynote
  • Jon Youshaei, Formerly of Instagram & YouTube
  • Jon Youshaei

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
  • Social Media

2:30pm - 3:00pm

Level Up: Using Gamification in Content Strategy and Marketing Campaigns

  • Mitch Canter, Michael Hyatt & Company
  • Mitch Canter

After this session, you’ll be able to:

  • Understand the fundamentals of gamification and how you can apply it to your marketing campaigns
  • Create more attractive, fun and effective content through gamification
  • Identify various types of “”players”” and understand how best to hook them with your marketing
  • Consumer Behavior
  • Content Marketing
  • Customer Experience

The Funnel is Dead: Long Live the Marketing Flywheel to Engage Customers

New Session
  • Dave Meyer, BizzyWeb
  • Dave Meyer

After this session, you’ll be able to:

  • Define why the Marketing Flywheel makes more sense than the metaphor of a funnel
  • Take steps to re-engage your audience to help deepen relationships and grow faster
  • Get more and better results by spinning your flywheel faster, to keep your marketing machine running
  • Increase your marketing efficiency, and tie results to CRM as your business growth hub
  • Marketing Operations

Leveraging Influencer Marketing to Bolster Brand Awareness

  • Erin Gabriel, Goodwill
  • Erin Gabriel

After this session, you’ll be able to:

  • Identify potential influencers who align with your brand’s unique story, services or offerings
  • Use influencer-generated content to help accomplish your goals for amplification of your brand
  • Creatively incorporate influencer-generated content into your existing marketing and social media strategy
  • Content Marketing
  • Influencer Marketing
  • Social Media

3:15pm - 3:45pm

(Un)Bias for Action: Reducing Bias in Your Work

  • Ally Hwang, Nationwide
  • Ally Hwang

After this session, you will be able to:

  • Understand how bias impacts different parts of the innovation process
  • Understand implications of choosing to (or not choosing to) minimize bias
  • Apply techniques for listening to customers more effectively
  • Find opportunities to design for or market to customers
  • Customer Experience
  • Inclusive Marketing

Humantics. Why Google Says Your Content Sucks and What to Do About It!

  • Grant Simmons, Homes.com
  • Grant Simmons

After this session, you’ll be able to:

  • Identify how search engines break content apart to better understand it (and help you write it)
  • Research entities, entity attributes, and connections (to write better content)
  • Create page copy within a website structure that facilitates machine learning algorithms and search visibility!
  • Content Marketing
  • SEO & Search
  • Website

Optimizing Facebook’s Algorithm to Achieve Your Marketing Goals

  • Wes Finley, Recurrency
  • Wes Finley

After this session, you’ll be able to:

  • Focus your social strategy on the right platforms and content that will actually achieve your marketing goals
  • Weigh the costs and benefits of using new social channels
  • Align your social metrics with company goals
  • Bring the paid and organic teams together for efficient, effective partnerships
  • Measurement
  • Paid Advertising
  • Social Media
  • Strategy

4:00pm - 4:30pm

Convincing Customers to Swipe Right on your Brand

  • Lauren Beane, Cisco
  • Lauren Beane

After this session, you’ll be able to:

  • Understand the importance of developing not only a brand personality, but also a social personality
  • Listen to your customers’ needs and develop content around those needs
  • Develop a process that ensures consistency between responding to trolls + cheerleaders
  • Branding
  • Content Marketing
  • Customer Experience
  • Social Media

Marketing in The New Normal: 5 Ways to Readjust Your Content Marketing Plans for 2022

  • Juntae DeLane, DIGITAL DELANE
  • Juntae DeLane

After this session, you’ll be able to:

  • Understand what your adjusted marketing budget should look like in 2022
  • Evaluate content suggestions you can use for the new user’s journey
  • Learn how your competitors are dealing with the crisis and what new best practices you can apply to your content efforts
  • Reframe your thinking to engage better with consumers
  • Content Marketing
  • Marketing Operations

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

4:45pm - 5:15pm

Where to Focus Your SEO Efforts to Have Greater Impact

  • Patrick Stox, Ahrefs
  • Patrick Stox

After this session, you’ll be able to:

  • Conduct keyword research in many different ways
  • Discover new content ideas and write the content in a way that actually gets traffic
  • Determine what links move the needle and how you can quickly drive value
  • Prioritize your technical efforts to focus on what will have the most impact
  • SEO & Search

Must-Have Automated Email Campaigns for Every Organization

  • Michael Barber, Brand Consultant and Marketing Strategist
  • Michael Barber

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
  • Email Marketing

Leader or Follower? Why There’s No Gray Area in Effective Digital Transformation

  • Sharon Harris, Jellyfish
  • Sharon Harris

After this session, you’ll be able to:

  • Apply the “Know Your Customer” (KYC) operating model and increase efficiencies and effectiveness
  • Apply a step-by-step approach for A/B testing, planning and execution
  • Create a roadmap for future-proofing digital initiatives within your organization
  • Implement best practices based on outcome-focused client case studies demonstrating the four pillars in action
  • Marketing Operations

5:15pm - 6:00pm

Opening Reception

Day 2 Wednesday, October 06

8:30am - 9:00am

Using Google Analytics Data To Map Digital Strategy Success

  • Colleen Harris, Sincro
  • Colleen Harris

At the end of my session, you’ll be able to:

  • Gain tips and questions to ask as you identify what “success” is for your website
  • Learn how to set goals for engagement and conversion success metrics, as you see the importance of alerts, user flow and custom sequence segments in Google Analytics
  • See how to audit Google Analytics to verify traffic from different vendors and strategies as you learn the right types of data-driven questions for campaign growth
  • Understand how to use Google Analytics for customer engagement and conversions as you use the different attribution models to understand your customers journey
  • Data & Analytics

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
  • B2B
  • Branding
  • Content Marketing
  • Customer Experience

How to Create Positive Organizational Change Through a Human-Centered Approach

  • Harriet Ayoade, LeadingAgile
  • Harriet Ayoade

After this session, you’ll be able to:

  • Understand why Human-to-Human (H2H) approaches are key when implementing change campaigns
  • Identify the channels and tactics that are most effective for change
  • Create a starter change campaign plan
  • Culture, Impact & Leadership
  • Marketing Operations

9:15am - 9:45am

TikTok for Business: What Marketers Need to Know

  • Carlos Gil, Gil Media Co.
  • Carlos Gil

After this session, you’ll be able to:

  • Understand how to gain visibility by posting humorous or educational content along with trending music without going too far off-brand
  • Tap into a new audience that may not be actively following you on Facebook, etc.
  • Describe TikTok and sell the ‘why’ to key stakeholders
  • Identify and collaborate with TikTok influencers
  • Apply proven strategies from companies who have developed and engaged a loyal following on the platform
  • Content Marketing
  • Social Media

Website Migration: What to Do Pre, During and Post

  • Samantha Kermode, Investis Digital
  • Samantha Kermode

After 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
  • Branding
  • SEO & Search

How We Train Robots: A Practical Guide To Data-Driven Automation in Google & Facebook Ads

  • Chris Mechanic, WebMechanix
  • Chris Mechanic

After this session you’ll be able to:

  • Understand how the algorithms work, the importance of “Signals” & how to apply them to your revenue funnel
  • Audit any page, funnel or post-click experience and literally SEE what signals are firing back to Big G (& Sir Zuck)
  • Adjust your creative and post-click experiences to get more useful data (and better/faster algo training)
  • Automation
  • Facebook
  • Paid Advertising

10:00am - 10:30am

Customer Generation: Delivering on the Promise that Demand Generation Forgot About

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth

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
  • Lead Gen / Conversion / Retention

Create a Winning Customer Experience: How to Be More Effective by Being Less Efficient

  • Matt Baysinger, Swell Spark
  • Matt Baysinger

After this session, you’ll be able to:

  • Design a better system for creating and managing effective customer relationships
  • Effectively prepare for customer relationships by making it easy to know people and be known
  • Improve efficiency with marketing tools and effectiveness with people
  • B2C
  • Consumer Behavior
  • Customer Experience

The Dream of the 90s is Alive on YouTube: How to Increase Views, Subscribers and Revenue on the World’s Second Largest Search Engine

  • Eli Feldblum, Sandler Digital
  • Eli Feldblum

After this session, you’ll be able to:

  • Understand and apply 8 practical tips to improve video discoverability, subscription rates and view counts on YouTube
  • Ensure your videos appear in blended search results for popular keywords
  • Use methods for YouTube growth following that worked for companies like Nikon, ClickBank and BET
  • SEO & Search
  • Social Media
  • Video Marketing

10:30am - 11:00am

Networking Break

11:00am - 11:30am

How to Mitigate SEO Risks for Website Launches

  • Corey Morris, Voltage
  • Corey Morris

After this session, you’ll be able to:

  • Know the specific risks to avoid and steps to take to factor SEO into your website relaunch
  • Customize SEO steps and plan for your specific stakeholders and technology needs
  • Understand how SEO and other disciplines need to work together pre and post-site launch
  • SEO & Search
  • Website

Negative Nancy: Turning the Bad into Funny in Otherwise Unfunny Times

  • Michael Albanese, Comedian, Writer & Producer
  • Michael Albanese

After this session, you’ll be able to:

  • Apply clear techniques on how to approach funny content as we leave a lockdown weary world
  • Understand how to approach your own brand or product identity to properly assess the direction of your content
  • Implement tactics to best address the positive and spin the negatives of your brand to create a funny voice
  • Branding
  • Content Marketing
  • Storytelling

Data-Driven Strategies to Elevate Your Human Centric Marketing in 2022: A Conversation with Amazon’s Nora Snoddy

  • Nora Snoddy, Amazon
  • Sharon Harris, Jellyfish
  • Nora Snoddy
  • Sharon Harris
  • Data & Analytics

11:45am - 12:15pm

SEO Tips for Pinterest and YouTube to Increase Site Traffic

  • Jerri Helms, HarperCollins Publishing
  • Jerri Helms

After this session, you’ll be able to:

  • Include platforms like Pinterest and YouTube in your SEO strategy and understand the benefits of doing so
  • Develop and leverage content for YouTube and Pinterest via competitive keyword research and data optimization
  • Know which free and paid tools to leverage for keyword research
  • SEO & Search
  • Social Media
  • Website

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

  • Matt Ingwalson, Heinrich Marketing
  • 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

Why Organic Social Media Still Matters and How To Do It Right

  • Charles Gooch, Garmin
  • Charles Gooch

After this session, you’ll be able to:

  • Shift the purpose of your organic social to fit your consumers’ needs
  • Re-focus your efforts on putting the “”social”” back in social media
  • Build healthy relationships with your audience via active and responsive channels
  • Social Media

12:15pm - 12:45pm

Lunch Pickup & Break, box lunches sponsored by Investis Digital

12:45pm - 1:45pm

The Power of Sound and Silence: How to Create Audio Worth Listening To

Keynote
  • Jenny Hoffman, Spotify
  • Jenny Hoffman

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
  • Voice / AR / VR

2:00pm - 2:30pm

Growing A Newsletter: Your Next 7 Figure Opportunity

  • Nikki Cohn-Byrd, Contrarian Thinking
  • Nikki Cohn-Byrd

After this session, you’ll be able to:

  • Add a newsletter into your content strategy with the opportunity to monetize it
  • Implement additional organic email acquisition strategies
  • Seamlessly add written content creation to your marketing flywheel
  • Content Marketing
  • Email Marketing
  • Lead Gen / Conversion / Retention

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

Mapping Your Content to the Buyer Journey to Achieve and Demonstrate Higher Marketing ROI

  • Michael Brenner, Marketing Insider Group
  • Michael Brenner

After this session, you’ll be able to:

  • Map your content to the buyer journey for higher marketing ROI
  • Use tools to prove that marketing is a strategic business growth contributor to revenue
  • Measure and present the ROI of your marketing efforts to win executive support
  • Content Marketing
  • Marketing Operations
  • Marketing Strategy

2:45pm - 3:15pm

How To Build Effective Cookieless Digital Campaigns… Starting Today!

  • Tiffany Schreane, Fashion Institute of Technology
  • Tiffany Schreane

After this session, you’ll be able to:

  • Lay the groundwork of building an effective cookieless digital marketing campaign (starting today!)
  • Build channels to access your audiences’ journey directly (with their permission, of course)
  • Understand that measurement is now more important than ever and why it is the main ingredient at the beginning of the digital planning process
  • Consumer Behavior
  • Data & Analytics
  • Website

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

The ROI of Nice: How the Nicest Leaders Keep Their Employees and Build Strong Cultures

  • Dave Delaney, Futureforth
  • Dave Delaney

After this session, you’ll be able to:

  • Apply the Nice Methodology to retain employees and build a strong work culture
  • Increase the happiness and connectedness of your teams through new leadership tactics
  • Save time and money by reducing the need to replace and re-train staff
  • Culture, Impact & Leadership
  • Marketing Operations

3:30pm - 4:00pm

Build an Influential Personal Brand and Drive Meaningful Impact

  • AJ Vaden, Brand Builders Group
  • AJ Vaden

After this session, you’ll be able to:

  • Apply the #1 secret to building a bestselling personal brand
  • Ask yourself 6 critical questions that will help differentiate you in the marketplace
  • Enhance your marketability in the job market
  • Build a self-propelling online and offline personal brand infrastructure
  • Branding
  • Culture, Impact & Leadership

How to Ditch Reactionary Data and Design Marketing that Doesn’t Suck

  • Tony Delmercado, Hawke Media
  • Tony Delmercado

After this session you’ll be able to:

  • Use behavioral economics and human psychology to identify (and capitalize on) the subconscious motives of your buyers
  • Design marketing that doesn’t suck and actually contributes to the ecosystem
  • Leave reactionary and passive data/testing behind to create demand with any audience
  • Worry less about iOS, evolving consumer privacy practices, and whichever data providers and analytics platforms are soliciting you with the promise of better results
  • Consumer Behavior
  • Data & Analytics
  • Testing

Building High-Performing Teams that Deliver Innovative Customer Experiences

  • Ted Battaglia, Nationwide
  • Ted Battaglia

After this session, you will be able to

  • Build environments where people are empowered to take ownership over their work, leading to better and more innovative customer experience outcomes
  • Promote agility by prioritizing work based on user needs, business goals, and technology
  • Create minimal viable products and iterate from them
  • Identify and avoid pitfalls that affect your team’s success
  • Customer Experience
  • Marketing Operations

4:15pm - 4:45pm

Building a Brand Effectiveness Plan for The New Year

  • Dawn Stone, Center for Nonprofit Management
  • Dawn Stone

After this session, you’ll be able to:

  • Effectively use data to evaluate your brand
  • Apply a social media checklist to test your brand effectiveness
  • Implement a 30-day brand effectiveness calendar to connect more with your target customers
  • Branding

The Open Office Doesn’t Have To Suck

New Session
  • Matt Ingwalson, Heinrich Marketing
  • Matt Ingwalson

After this talk you’ll be able to:

  • Understand the surprising drivers of creative thinking and apply it to your work life
  • Apply best practices from from some of the most creative workspaces in history
  • Have nine realistic to-dos that will make people come to work because they want to
  • Culture, Impact & Leadership

4:45pm - 5:30pm

Closing Reception