Agenda | Digital Summit Charlotte

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, December 14

8:30am - 12:30pm

Advanced Email Marketing: Tactics to Build Robust Email Programs

Masterclass
  • Michael Barber, Brand Consultant and Marketing Strategist
  • 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

Masterclass
  • 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

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

2:30pm - 3:00pm

How You Can Be An Inclusive Marketer (and Why It Matters)

  • Crystal Marie McDaniels, Duke Energy
  • Crystal Marie McDaniels

After this session, you’ll be able to:

  • Understand why inclusive marketing is important, and why it is everyone’s responsibility
  • Make the business case and ethical case for inclusive marketing
  • Implement four new skills that will improve your marketing efforts with distinct groups
  • Reference some examples of brands that have effectively marketed to a historically marginalized group
  • B2C
  • Culture, Impact & Leadership
  • Strategy

Standout Brand Storytelling: Using the Science of Story to Captivate Customers

  • Nick Westergaard, Brand Driven Digital
  • Nick Westergaard

After this session, you’ll be able to:

  • Define the key elements of brand story including protagonist, antagonist, and world building
  • Capture attention by creating empathetic stories based on customer challenges
  • Craft captivating stories that drive profitable actions and long-term brand loyalty
  • Consumer Behavior
  • Customer Experience
  • Storytelling

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

3:15pm - 3:45pm

A Step-by-Step Framework for Adding Website UX to Your Brand Guidelines Before It’s Too Late

  • Trevor Calabro, Aten Design Group
  • Trevor Calabro

After this session, you’ll be able to:

  • Effectively audit your current brand guidelines based on research
  • Identify new opportunities to inject your brand’s personality via UX methods
  • Track Brand Book improvements with KPIs that resonate with key stakeholders
  • Branding
  • Customer Experience
  • Website

10 Brain Science Secrets to Make Your Content 10X More Effective

  • Tom Shapiro, Stratabeat
  • Tom Shapiro

After this session, you’ll be able to:

  • Use powerful techniques to captivate your audience and make your content 22X more memorable
  • Drive more engagement and action from your audience
  • Calibrate your website to turn behavior into new conversions, leads, and revenue
  • Content Marketing

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

4:00pm - 4:30pm

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

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

4:45pm - 5:15pm

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

Exposing the Failure of B2B Inbound Marketing: Generating Content that Actually Leads to Sales

  • Pragadish Kalaivanan, Toucan Toco
  • Pragadish Kalaivanan

After this session you will be able to:

  • Generate B2B content differentiated by stages of the sales cycle
  • Build traditional and social content to empower your sales teams
  • Align marketing and sales to create an educational experience for your prospects
  • B2B
  • Content Marketing

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

5:15pm - 6:00pm

Opening Reception

Day 2 Wednesday, December 15

8:30am - 9:00am

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

Developing a User-first SEO Strategy for Brand Growth

  • Philip Elias, Red Ventures
  • Philip Elias

After this session you’ll be able to:

  • Identify which features of UX Google defines as beneficial to the user & will drive rankings
  • Set UX testing strategies to better understand what your user base desires from your brand
  • Implement Expert, Authoritative, and Trust (EAT) best practices to improve your brand sentiment
  • Customer Experience
  • SEO & Search
  • Website

Ethos, Pathos & Logos: Persuasive Video Advertising Techniques

  • Jordan Lung, JL Video
  • Jordan Lung

After this session, you’ll be able to:

  • Apply Aristotle’s Rhetorical Triangle to your advertising strategy
  • Implement Ethos, Pathos, and Logos in your video marketing
  • Create videos with strategic language to best reach and persuade your target audience
  • Advertising
  • Consumer Behavior
  • Content Marketing
  • Video Marketing

9:15am - 9:45am

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 Become a Thought Leader and Influencer on LinkedIn

  • Lindsey Boggs, Lucidworks
  • Lindsey Boggs

After this session you will be able to:

  • Establish a personal brand with specific keywords to gain followers and views which will help pave the way to be viewed as a thought leader on LinkedIn
  • Bolster your personal brand by learning what to post, what times to post, and who to engage on LinkedIn to go viral
  • Become a champion for your company’s professional brand and help marketing content go viral
  • Learn why “”6 degrees of separation”” is no more, and why connecting and engaging on LinkedIn is so important for your brand
  • LinkedIn
  • Social Media

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

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

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

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Tactics for Evergreen Content – Utilizing Customer Feedback and Creativity to Generate Buzz

  • Colby Almond, ViscoSoft Inc.
  • Colby Almond

After this session you will be able to:

  • Utilize the concept of evergreen content and effectively brainstorm ideas
  • Use customer feedback to create content that resonates with your audience
  • Promote your content in the right places and at the right times to ensure it is seen and shared
  • Content Marketing

Brand vs. Demand: How to Boost ROI via a Full-Funnel Content Strategy

  • Purna Virji, LinkedIn
  • Purna Virji

After this session, you’ll be able to:

  • Align content to intent, with best-in-class examples for inspiration
  • Apply creative formatting tips to build brand distinction and boost engagement
  • Leverage an actionable value-add worksheet to brainstorm and design your own full-funnel content plan
  • Content Marketing
  • Lead Gen / Conversion / Retention

How To Pull Off A Profitable Marketing Launch – Without The Team Burnout + Mid-Cart Meltdowns

  • Veronica Romney, Dream Team Architect
  • Veronica Romney

After this session, you’ll be able to:

  • Design a bankable launch strategy that works regardless of email list size or number of followers
  • Create a team-unifying campaign blueprint that eliminates chronic decision fatigue and having to answer the same questions on repeat
  • Cure “”tired eyes”” and “”I can’t believe I didn’t catch that!”” mistakes with a nontraditional QA Buddy System
  • Architect a marketing dream team where the right people rock the right role, doing the right things, and in the right order
  • Marketing Operations

11:45am - 12:15pm

Lessons Learned from The Harlem Globetrotters Rebrand

  • Sunni Hickman, Harlem Globetrotters
  • Sunni Hickman

After this session, you’ll be able to:

  • Recognize the ways in which culture can be woven through every aspect of a branding campaign in a meaningful and impactful way
  • Strategize digital initiatives that create authentic connections between brands and audiences/consumers
  • Understand your brand purpose (why) and commit yourself to the right audience (who) can change the game
  • Branding

Attract + Convert Your Perfect Customer on Instagram

  • Farhana Cannon, iMedia Exposure
  • Farhana Cannon

After this session, you’ll be able to:

  • Strengthen your brand on Instagram and grow your social presence and followers
  • Connect with and capture more leads on Instagram to ultimately increase sales
  • Position yourself as an expert in your space
  • Instagram
  • Social Media

12:15pm - 12:45pm

Lunch Pickup & Break

12:45pm - 1:45pm

Building a Rewarding Career During Periods of Change

Keynote
  • Melissa Proctor, Atlanta Hawks & State Farm Arena
  • Melissa Proctor

After this session, you able to:

  • Gain the inspiration to take action on your career goals
  • Understand how to be an asset and not a liability in relationship building
  • Define your guiding principles for your life
  • Culture, Impact & Leadership

1:45pm - 2:15pm

The Human Side of Digital Marketing: How to Create an Emotional Connection for Lifelong Customer Loyalty

  • Martine Cadet, Kaderique Media, LLC
  • Martine Cadet

After this session, you’ll be able to:

  • Emphasize your unique value proposition digitally and turn your audience into life-long die-hard fans
  • Stimulate brand awareness around your content marketing landscape and foster brand loyalty
  • Use social media to build human relationships with your customers and create trust with your brand
  • Content Marketing
  • Customer Experience
  • Social Media

Build Better Web UX in a CMS World

  • Karla Stanchina, UNC Charlotte
  • Karla Stanchina

After this session you’ll leave with:

  • Implement UX design within your content management system
  • Align web administration with your UX to avoid friction between the two
  • Push the boundaries of your CMS to optimize your user experience
  • UX & Design
  • Website

2:30pm - 3:00pm

Customer Experience: Gain a Competitive Advantage with Usability Testing

  • Melanie Pearl, Union
  • Melanie Pearl

After this session, you’ll be able to:

  • Show the investment value of User Testing to your company’s stakeholders
  • Successfully perform User Testing, gather valuable insights and implement them
  • Improve the Customer Experience of your digital platforms and programming
  • Customer Experience

4:30pm - 5:00pm

Closing Reception