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

Ultimate Social Media Marketing

Masterclass
  • Carlos Gil, Gil Media Co.
  • Carlos Gil

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

  • Perform a quick, simple and action-oriented social media audit to prioritize your content, community management, and conversion strategies
  • Design a winning social media game plan that will not break the bank
  • Create an engaged community of fans and content that converts
  • Manage a posting schedule and decide what – and where – you should post
  • Apply simple tricks for making your processes smooth and easy including tools to use
  • Engage employees to become social media advocates for your company
  • Regain organic reach on platforms such as Facebook by knowing what the algorithms show preferential treatment to
Included with Platinum Passes, upgrade required for Main Event Passes
  • Social Media

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 Connected Human and the Future of Marketing

Keynote
  • David Shing, Shingy
  • David Shing

After this session, you’ll be able to:

  • Understand how behaviors have evolved and what you can take advantage of
  • Implement an offline to online strategy
  • Have the tools to make decisions on what you want to action on in your business
  • Consumer Behavior
  • Voice / AR / VR

2:30pm - 3:00pm

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

The Declaration of SEO: 6 Fundamental SEO Truths to Live By and Apply to Your Own Efforts

Sponsored by Bruce Clay
  • Mike Weiner, Bruce Clay, Inc.
  • Mike Weiner

After this session, you’ll be able to:

  • Adapt to algorithm changes faster than your competitors
  • Arrange your website content in a hierarchy that increases relevance
  • Avoid SEO practices that could hurt your site in the long run

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

  • SEO & Search

3:15pm - 3:45pm

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

The Power of Incrementalism and Effective Content Technology: How to Steadily Improve Your Digital Results

Sponsored by Optimizely
  • Cate Waters, Optimizely
  • Cate Waters

After this session, you’ll be able to:

  • Step away from the Big-Bang and avoid unrealistic expectations for your project
  • Plan and execute goals using incremental activities – a culture of incrementalism
  • Use content technology to incrementally increase the value of your web speed with safety

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

  • Content Marketing
  • Marketing Operations

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

4:00pm - 4:30pm

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

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

7 Steps for Building Branded Site UX

  • 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

4:30pm - 5:30pm

Opening Reception hosted by Klever

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

Improve Your SEO with Google E-A-T: Learn It, Live It, Love It!

  • Jon-Mikel Bailey, Wellspring Digital
  • Jon-Mikel Bailey

After this session, you’ll be able to:

  • Build authority, trust, and reach by incorporating E-A-T into your SEO & marketing tactics
  • Create an E-A-T friendly content marketing strategy
  • Develop structured data that supports E-A-T
  • Content Marketing
  • Data & Analytics
  • SEO & Search

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

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

Where Consumers Go, Content Must Follow: Delivering Personalized Omnichannel Experiences at Scale

Sponsored by Sitecore
  • Jill Grozalsky Roberson, Sitecore
  • Jill Grozalsky Roberson

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
  • Content Marketing
  • Customer Experience

How to Optimize your B2B LinkedIn Ads for 2022

  • Brittany Bryant, CEM Corporation
  • Brittany Bryant

After this session, you’ll be able to:

  • Apply the best targeting practices to reach your audience on LinkedIn
  • Strengthen your ad creatives to attract more leads
  • Leverage third-party data integration platforms to layer additional targeting
  • Prepare for the future of what social media marketing looks like for 2022
  • B2B
  • LinkedIn
  • Social Media

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

Battle the Burnout: Future Proof Your Social Strategy

  • Laura Wilson, Weber Shandwick
  • Laura Wilson

After this session, you’ll be able to:

  • Develop a right-sized plan that leverages your customer’s entire ecosystem to tell the right story in the right format for the right channel
  • Create a strategy that ensures creation of engaging content that supports business objectives and allows for experimenting with new formats
  • Identify the right approach to scale social media content creation processes and get the most impact out of your efforts
  • Content Marketing
  • Social Media

10:30am - 11:00am

Networking Break

11:00am - 11:30am

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

Best Practices for Marketing to LGBTQ+ Customers and Non-White Customers

  • Crystal Marie McDaniels, Duke Energy
  • Crystal Marie McDaniels

After this session, you’ll be able to:

  • Utilize tools to identify the diversity of your customer base
  • Apply best practices for marketing to LGBTQIA+ consumers, from channel recommendations to inclusive language
  • Apply best practices for marketing to the largest and fastest growing segment – the multicultural or non-White customer
  • Consumer Behavior
  • Customer Experience
  • Inclusive Marketing

11:45am - 12:15pm

Top Three Google Analytics Mistakes You’re Probably Making – and How to Fix Them

  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller

After this session, you’ll be able to:

  • Identify the three most common Google Analytics mistakes marketers make and learn how to avoid them
  • Take clear steps to fix your Google Analytics errors to ensure your analytics tracking is accurate
  • Improve the accuracy of your metrics for more sound strategic planning and measurement
  • Data & Analytics

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

Proven Methods to Align Your Marketing and Sales Teams for Maximum Revenue Growth

Sponsored by LAIRE
  • Todd Laire, LAIRE
  • Todd Laire

After this session you’ll be able to:

  • Break down team silos with actionable tips for improved communication
  • Foster collaboration around centralized goals
  • Create alignment around one common buyer experience
  • Contribute to the top line of company-wide initiatives

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

  • B2B
  • Marketing Operations

12:15pm - 1:15pm

Lunch Pickup & Break

1:15pm - 2:15pm

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

2:30pm - 3:00pm

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

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

  • Veronica Romney, VeronicaRomney.com
  • 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

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

3:15pm - 3:45pm

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

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

24 Tactics & Templates to Help You Own and Crush Your Marketing Role

  • Laura Laire, LAIRE
  • Laura Laire

After this session, you’ll be able to:

  • Run well-organized marketing meetings, plan content calendars, and manage campaigns with helpful tools and templates
  • Resolve your internal pain points, and streamline and automate your processes with technology
  • Know what KPIs to deliver to which department, and make your reporting more impactful
  • Identify internal team strengths and roles, and use external teams and vendors for support
  • Marketing Operations

4:00pm - 4:30pm

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

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

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

4:30pm - 5:30pm

Closing Reception hosted by Brandzooka