Agenda

Session Filters

Pre-event Tuesday, October 01

10:00 am - 4:00 pm

Building Blocks for Content That Rocks

Masterclass
  • Tamsen Webster, The Red Thread
  • Tamsen Webster

We’ll cover topics including:

  • SITUATION – How to define your primary audience and its mindset: what they want, value, and struggle with
  • SUBSTANCE – How to define the big idea of the content; how to identify your content’s Red Thread® (the differentiating core message); how to determine the five key elements that serve as the minimum viable case for your idea
  • STRUCTURE – How to build a draft storyline for your content; how to anticipate and overcome objections; how to use structure to keep your audience interested and engaged
  • SUPPORT – How to make your content come alive; where and how should you use data, concepts, stories, and exercises
  • “STRETCHING” – How to adapt your core message for additional audiences and for various stages of the consumer journey; how to create a “message matrix” to brainstorm consistent, but compelling, content ideas
  • STYLE – How can you make this process, and your content, truly fit you? How can you make the most of your own individual style to engage and empower the audience?

After this workshop, you’ll be able to:

  • Clearly define the goals and objectives for every piece of content you create and implement a process to achieve them
  • Identify the five key concepts that create a Red Thread® (your content’s core message) and how to use them to title, structure, summarize, and write your content
  • Develop outlines for content anywhere from 100 to 10,000+ words
  • Explore and adopt the four Message Mindsets to add variety and interest to your content
  • Create a “swipe file” for endless inspiration
  • Apply a Message Matrix to help you adjust your message across audiences and applications, as well as to match the consumer journey

This session is for marketers and content creators:

  • Responsible for the day-to-day communication of company messages that convert current and potential clients and customers
  • Fluent in the company’s overall brand, vision, values, and mission
  • Well-versed in the goals, challenges, and behaviors of current and ideal customers and clients
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Advanced Facebook & Instagram Advertising in 2019 & Beyond

Masterclass
  • Tim Halloran, Aimclear
  • Tim Halloran
  • Audit a Facebook Ads Manager account & troubleshoot common issues
  • Revitalize your creative & seize your audience’s attention
  • Scale accounts correctly
  • Increase your customer’s lifetime value or average order value
  • Choose campaign types, audiences, and creative for every part of the funnel
  • Understand the differences between ad types, bidding optimizations, and ad placement
  • Fit the newest types of ads and placements into your marketing strategy
  • Accurately split test your ads, audiences, and campaign objectives
  • Dive into Facebook Analytics and custom reporting
  • Understand the disparities between platform attribution problems
  • Choose the best paid social tactics and processes for your brand
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

5:30 pm - 7:00 pm

Digital Summit Pre-Party, Hosted by Investis Digital

Before we kick up our heels for the main Digital Summit event, join us for the official Pre-Party. We’ll be gathering at Dandelion Market – for local craft beers & networking with Charlotte’s diverse community of business builders and innovators.

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

Space is limited and a free RSVP is required.
https://www.eventbrite.com/e/digital-summit-charlotte-pre-party-hosted-by-investis-digital-tickets-72724271253

Date: Tue, October 1, 2019
Time: 5:30pm – 7:00pm
Location: 118 West 5th St, Charlotte, NC 28202
Tel: (704) 333-7989
Website: http://www.dandelionmarketcharlotte.com/

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Sponsored by:

Day 1 Wednesday, October 02

8:30 am - 12:30 pm

Move Prospects Through the Customer Journey With a Solid Content and Digital Marketing Strategy

AM Workshop
  • Samantha Kermode, Investis Digital
  • Samantha Kermode
  • Create ‘your’ customer journey and gain the ROI benefits of mapping that journey
  • Understand why it’s vital to create content that resonates with your audience at different stages of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beat the competition in search and beyond
  • Know where, when and how to promote your content in a way that encourages engagement and moves your prospects through the customer journey
  • Build an audience that you own, not rent, and the prove the value it creates for your organization
  • Evaluate your return on investment (ROI) for your digital marketing efforts
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing
  • Strategy

Advanced SEO Tactics for 2019

AM Workshop
  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller
  • Fix core indexing issues
  • Identify inbound links and deal with spammy links
  • Choose the right internal links to maximize PageRank
  • Use schema code
  • Add multiple languages to your website
  • Address mobile-specific SEO challenges
  • Avoid pitfalls during a redesign process
  • Improve conversion from organic search
  • Identify and address lead generation holes in your SEO execution
  • Accurately report SEO results and how they contribute to ROI
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Conversion
  • Measurement
  • Mobile Marketing
  • SEO & Search

Refresh Your Social Media Strategy with a Competitive Audit

AM Workshop
  • Lauren Teague, Convince & Convert
  • Lauren Teague

If you are working from a social media strategy that is more than a year old (or none at all), you are missing opportunities to shine in social. This workshop is designed to help anyone who uses social media to understand what to do more of — and what to stop doing.

In this hands-on session, we’ll go step-by-step through a competitive social media audit to uncover the truths of your social media activity, content performance and how to keep audiences engaged. Bring laptops and social media passwords, and be ready to do some investigating. We’ll discover where your competitors are succeeding, or missing the mark, so you can fill the gaps. By the end of the session, you’ll leave with a social media playbook and reporting you can implement immediately.

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

  • Evaluate current social media performance across primary channels, including Instagram, Facebook, Twitter, YouTube & Pinterest
  • Identify landscape and competitive benchmarks for engagement & activity
  • Capture data on competitor social media activty & performance
  • Discover quick wins to optimize social media channels
  • Refresh social media reports for your organization
  • Dial in the social media best tools and processes for your team
  • Create a social media playbook that can be implemented immediately
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Measurement
  • Social Media

1:15 pm - 2:15 pm

Elevate Your Content Strategy: How to Scale and Produce Effective Consumer Conversations

Keynote
  • Beverly Jackson, MGM Resorts International
  • Beverly Jackson

Reaching as many people as possible through personalized and engaging content is a significant marketing challenge, but this year offers technology advancements and proven strategies that help improve these efforts. During this Keynote, Beverly Jackson will discuss how to develop a sophisticated content strategy that’s optimized for how consumers behave and where they’re interacting today.

2:30 pm - 3:00 pm

Why Marketing Analytics Fails (and How to Do It Right)

  • Matt Hertig, Alight Analytics
  • Matt Hertig
  • Correctly identify your team’s current needs and objectives using the 4 Levels of Marketing Analytics Performance
  • Understand the essential roles needed in a healthy analytics practice
  • Determine how to choose the right tools for data management and dashboards
  • Discover what you need to do to advance to the next level of performance
  • B2B
  • B2C
  • Data
  • Measurement
  • Strategy

The Power of Purpose

  • Mike Dupree, Twitter
  • Mike Dupree
  • Better understand the customer mindset in today’s purpose-driven environment
  • Tap into a framework to develop a purpose-driven company ethos or marketing campaign
  • Create a personal & meaningful connection to your customers
  • B2B
  • B2C
  • Branding
  • Conversion

The Changing Face of Ethical Design: Why Responsible Intent Matters More Than Ever

  • Andy Vitale, Sun Trust Bank
  • Andy Vitale
  • Understand what it means to design ethical, inclusive, and sustainable solutions
  • Replicate real-world examples of how thinking responsibly could have improved design outcomes
  • Embed responsibility into the design process
  • Follow best practices for designing products with responsible intent
  • B2B
  • B2C
  • Branding
  • Strategy
  • UX & Design

3:15 pm - 3:45 pm

The Content Marketing Blueprint for Professional Services Companies

  • Andrew Stief, Prudential
  • Andrew Stief
  • Create an action plan to build and make the case for a content marketing strategy
  • Understand how to link your company’s business objectives with content marketing activities
  • Establish a list of important metrics to track (and examples for how to track them)
  • Content Marketing
  • Measurement

B2B Account Based Marketing: Align Your Digital Marketing for Sales Success

  • Bob Tripathi, Digital Sparx Marketing
  • Bob Tripathi
  • Gain marketing and sales alignment
  • Create digital tactics to target accounts
  • Tie MarTech platforms with digital activities
  • Create content for the right customer persona
  • Measurement

Build Awareness, Credibility & Authority as a Podcast Guest

  • Mark Deal, Podcast Guest Academy
  • Mark Deal
  • Identify traits of the best podcasts to be interviewed on for your brand
  • Successfully reach out and get booked for interviews
  • Use conversational techniques that will make you a memorable guest
  • Unlock strategies to increase market awareness, credibility, and authority
  • B2C
  • Branding
  • Content Marketing
  • Conversion
  • Mobile Marketing
  • Strategy

4:00 pm - 4:30 pm

Getting the Green Light: How to Build Content That People Say YES To

  • Tamsen Webster, The Red Thread
  • Tamsen Webster
  • Analyze your content for the “red lights” that lead to “NO”
  • Identify the five key concepts every piece of content needs to get a “YES” (and know how to find them in your own)
  • Organize your content so it feels like story, even if it isn’t one (and keeps your audience hanging on every word)
  • B2B
  • B2C
  • Content Marketing
  • Conversion

Get More out of Every Email You Send

  • Ryan Crowley, ActiveCampaign
  • Ryan Crowley
  • Send more actionable emails
  • Easily segment for every stage of the customer lifecycle
  • Simplify your processes and improve reporting
  • Prove your value with better results
  • B2B
  • B2C
  • Conversion
  • Data
  • Email Marketing

Search Engine Experience is the New SEO

  • Sean Phaler, Ingersoll Rand
  • Sean Phaler
  • Understand what the search experience is going to look like in the future and how marketers need to prepare for it
  • Look beyond keywords on web pages and start optimizing for imagery, voice, videos, Q&A results, products, and more
  • Keep content fresh, relevant, and competitive in a new era of search engine marketing
  • B2B
  • B2C
  • Content Marketing
  • Emerging
  • SEO & Search

4:45 pm - 5:15 pm

Transform Your Video Marketing To Be More Actionable

  • Saina Shelton, Insights Augmented
  • Saina Shelton

What does dating and advertising have in common? The pursuit of love and loyalty. Customers are actively seeking, passionate and engaged on YouTube. Using video, learn proven strategies about how you can transform your brand’s video marketing and content into ads that are love letters for your customers. After this session you will learn about digital video tactics, tools and strategies to: Understand how to transform video marketing campaigns to be more actionable and discoverable Use videos to initiate longer, more inclusive conversations, form deeper connections, and how to invite customers to take immediate, measurable next steps towards conversions Leverage YouTube creators for reach, trust and influence to align with your marketing goals. Utilize data for more insight driven content creation and to empower media strategies

  • Content Marketing
  • Strategy
  • Video Marketing

Facebook Ads Mad Science: 7 Crazy Growth Hacks for Facebook Ads

  • Larry Kim, MobileMonkey
  • Larry Kim
  • Leverage creative new ad targeting strategies that double CTR
  • Try new Ad Formats like Click-to-Messenger ads which offer +70% open rates and +20% CTRs
  • Use Larry’s formulas for campaign budget allocation to increase campaign ROI
  • B2B
  • B2C
  • Paid Advertising
  • Social Media

Marketing is Eating Sales: How to Thrive in This New Data-Driven World

  • Gary Schwake, Yield Group
  • Gary Schwake
  • Build the “Formula to Revenue” for your company, the foundation on which all decisions should be made
  • Understand key elements in the data layer required for full visibility on the customer lifecycle
  • Select the perfect set of tools to super-charge your growth
  • B2B
  • Conversion
  • Data
  • Strategy

5:15 pm - 6:15 pm

Opening Reception

Get your networking on. The opening reception is a great opportunity to make new industry connections and reconnect with old friends too. Hoist a beverage or two while you reflect on today’s awesome content. Mingle with onsite exhibitors, speakers, and fellow attendees to talk shop about your biggest marketing challenges, while having some fun in the process.

Day 2 Thursday, October 03

8:30 am - 9:00 am

Increasing Sales with YouTube: Why Your Channel Isn’t Working

  • Jordan Steen, Cereal Entrepreneur Academy
  • Jordan Steen
  • Analyze your business/audience to create a foolproof video strategy that can drastically increase sales
  • Better understand what types of ad campaigns are useful for ANY business on YouTube
  • Create a content strategy that generates TONS of views and engagement
  • B2B
  • B2C
  • Content Marketing
  • Video Marketing

How Disruptions in TV and Video Are Changing Marketing

  • Kenneth Kinney, Ai Media Group/ A Shark's Perspective Podcast
  • Kenneth Kinney
  • Plan and optimize an omni-channel campaign across all channels including TV (Advanced, Addressable, Connected, Linear, Programmatic, VOD, TV Everywhere, etc.) digital, email, voice, social, podcasts, influencers, and more
  • Leverage data-driven decisions to look at attribution and measurement
  • Optimize across channels for the best results of your spend and that of the customer
  • B2C
  • Data
  • Emerging
  • Measurement

9:15 am - 9:45 am

Strategic Content Marketing – How to do more with less

  • Bob Tripathi, Digital Sparx Marketing
  • Bob Tripathi
  • Identify key elements of the content marketing process that you can use in building an actionable strategy for your brand
  • Target customer personas aligned with your brand by creating & sharing original or repurposed content that they can relate to
  • Tap into buyer intent & customer behaviors in the process of optimizing your marketing content
  • Content Marketing
  • Strategy

B2B Marketers: Tell a Brand Story Your Audience Actually Wants to Hear

  • Jessica Antle, AvidXchange
  • Jessica Antle
  • Understand the importance of not just identifying, but truly knowing a target audience and the potential impact of audience behavior
  • Utilize different tactics and channels to deliver one, cohesive message about who your company is and how it stands out in the market
  • Differentiate between brand storytelling strategy and a brand campaign
  • B2B
  • B2C
  • Branding
  • Content Marketing

Creating a Podcast Content Strategy for Your Brand

  • Kent Lewis, Anvil Media Inc
  • Kent Lewis
  • Develop a podcast format and frequency that meets your objectives and listener needs
  • Leverage competitive research, industry insights and partners to uplevel your podcast content
  • Incorporate elements that maximize visibility for your content
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Strategy

10:00 am - 10:30 am

Pro Tips for Measuring User Behavior

  • Thom Craver, CBS Interactive
  • Thom Craver
  • Discover hidden nuggets data to measure the success of your business objectives
  • Understand how to track inbound links with more precision
  • Use next-level tag manager strategies to help measure faster and more effectively
  • B2B
  • B2C
  • Measurement
  • SEO & Search
  • Social Media

Three Keys to Mastering B2B Email Like a Jazz Musician

  • Cliff Seal, Salesforce
  • Cliff Seal
  • See how high performing marketers use testing for benchmarks (not for a free metrics boost)
  • Understand how segmenting and personalized content work together
  • Leverage real-time behavioral triggers that drive results
  • Multiply efforts across your organization—without losing brand consistency
  • B2B
  • Data
  • Email Marketing

How to Embrace the Convergence of TV and Digital Video

  • Morgan Jessup, Spectrum Reach
  • Morgan Jessup
  • Understand how digital and television have converged
  • Gain insights into how video consumption has changed
  • Reach consumers using data-driven marketing
  • Create a blueprint for a successful multi-platform campaign strategy
  • B2C
  • Data
  • Video Marketing

11:00 am - 11:30 am

Rehearse for Real Time: Preparing for the Moments That Make Content Great

  • Lauren Teague, Convince & Convert
  • Lauren Teague
  • Scale a team of one to many for live content coverage
  • Identify which channels align with the right content to tell your story
  • Plan your content playbook for cohesive storytelling across any event
  • Effectively practice and rehearse your playbook ahead of going live
  • B2B
  • B2C
  • Content Marketing
  • Social Media

Programmatic Evolved: Advanced Targeting + Superior Tracking = Your Advantage

  • Brian Lahey, Genius Monkey
  • Brian Lahey
  • Move beyond reach, frequency & CPM
  • Benefit from data collection to reach your ideal customers
  • Leverage Artificial Intelligence (AI) to be a smarter marketer
  • Speak to the right now generation, understand your audience, and impact the bottom line
  • Create heavy competition among publishers & networks to stretch your ad dollars in real-time
  • B2B
  • B2C
  • Paid Advertising

Website Migration: What to Do Pre, During and Post

  • Samantha Kermode, Investis Digital
  • Samantha Kermode
  • 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
  • B2B
  • B2C
  • SEO & Search
  • Strategy
  • UX & Design

11:45 am - 12:15 pm

What Marketers Can Learn About Social Media from DJ Khaled and Drake

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Tap into new storytelling features on Snapchat and Instagram Stories
  • Create an employee advocacy strategy to boost organic social media reach
  • Leverage social listening effectively to find and engage potential customers
  • Build relatable, real-time moments like an A-list celebrity for your brand
  • List the types of content given preferential treatment by Facebook and Instagram
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Conversion
  • Social Media

Extend Your Reach through Content & Influence Marketing

  • Juanika Cuthbertson, Ladypreneur® Academy
  • Juanika Cuthbertson
  • Identify the voice of the brand you represent, and how to communicate it effectively
  • Develop marketing strategies that are both flexible and connectable
  • Create accountability within your target
  • Measure techniques through digital and responsive analytics
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • Social Media

Build a Culture of Experimentation (From Big Retail to Analytics Software)

  • Madi Palermo, Tresata
  • Madi Palermo
  • Develop a winning framework that ensures you are providing the right value, not simply building features
  • Execute on the transformative ideas 2x faster
  • Create an actionable customer feedback loop
  • B2B
  • B2C
  • Conversion
  • Strategy
  • UX & Design

12:45 pm - 1:30 pm

Lunch Keynote: Reshma Saujania, Founder, Girls Who Code

Keynote
  • Reshma Saujani, Girls Who Code
  • Reshma Saujani

1:45 pm - 2:15 pm

How to Become a Thought Leader on LinkedIn

  • Ty Heath, LinkedIn
  • Ty Heath
  • Define the anatomy of a strong LinkedIn profile and summary
  • Invest in an effective content strategy to grow engagement around your thought leadership with a goal of generating leads
  • Amplify your voice and curate powerful conversations to guide prospects through the buyer’s journey
  • B2B
  • B2C
  • Content Marketing
  • Social Media

Amplifying Thought Leadership through Content Curation

  • Joseph S. Grano Jr., Next-Mark
  • Joseph S. Grano Jr.
  • Identify the essential criteria for curating digital content promoting your organization’s thought leadership platform
  • Learn how to take steps to make your thought leadership more compelling, memorable and sustainable
  • Gain new insight into the overall ROI value of building a digital thought leadership platform
  • Content Marketing
  • Strategy

The Digital Marketers Toolkit

  • Thom Craver, CBS Interactive
  • Thom Craver
  • List the types of marketing technology you need for success versus the ones that are nice to have
  • Understand how multiple facets of digital marketing work together
  • Learn tactics to help you maximize your technology’s performance
  • Sell you’re your executives on the benefits of using marketing technology
  • B2C
  • Content Marketing
  • Conversion
  • Measurement
  • Strategy

2:25 pm - 2:55 pm

The Fallacy of Digital Transformation

  • Bermon Painter, EY wavespace™
  • Bermon Painter
  • Understand how focusing on people and their behaviors drive successful transformations and create value
  • Implement guidelines around crafting a successful transformation strategy that spans marketing, business and technology functions\
  • Avoid mistakes demonstrated by examples of both failed and successful transformations
  • B2C
  • Data
  • Strategy

Reaching 1.2 Billion People

  • Jack Morgan, Duolingo
  • Jack Morgan
  • Understand what refugees can teach us about our responsibility as creatives, marketers, and business leaders
  • Recognize how as more of us got connected, we’ve become more disconnected
  • Comprehend why we need to start with People and work our way back to Technology – not the other way around
  • B2B
  • B2C
  • Strategy

How to Create a Binge-Worthy Brand: Using AI Like Netflix, Amazon & Starbucks

  • Sterling McKinley, Get Found
  • Sterling McKinley
  • Create better-performing content while increasing engagement rates
  • Integrate AI without losing the human element
  • Increase customer retention & reduce customer churn rates
  • B2B
  • B2C
  • Conversion
  • Data
  • Emerging

3:05 pm - 3:35 pm

A/B Testing & Optimization: How to Take Your Digital Web Efforts From Good to Great

  • Scott Calderwood, SAS Institute
  • Scott Calderwood
  • Understand the ROI and impact testing can have to your business and web experiences
  • Leverage tools and methods for identifying high ROI areas for web optimization
  • Use data-driven decision making through the power of testing and learning
  • B2B
  • B2C
  • Data
  • Measurement

Leveraging Publicly Available Information to Better Your Brand

  • Clem McDavid, Babel Street
  • Clem McDavid
  • Leverage PAI to inform smart business decisions and drive the overall mission of a business
  • Master how to efficiently gather and execute on PAI to better support brand management
  • Effectively create a proactive plan to prepare for crisis situations by harnessing PAI
  • B2B
  • B2C
  • Branding
  • Data

A Strategic Marketing Plan to Future-Proof Your Company

  • Chase Highley, Greenstone Media
  • Chase Highley
  • Determine how to measure success and know which channels will deliver your best ROI
  • Use the customer value calculator, and continuously improve your campaigns after launch
  • Design and develop a winning strategy to achieve your desired outcomes
  • B2B
  • B2C
  • Strategy

3:45 pm - 4:15 pm

Is Your Content Any Good? Ask Google.

  • Scott Spjut, Fifth Third Bank
  • Scott Spjut
  • Develop effective content that ranks well in Google
  • Assess the success of your content based on specific criteria (load speed, UX, etc.)
  • Create content quality reporting that supplements organic search results
  • Content Marketing
  • SEO & Search

Building and Growing an Employee Advocacy Program

  • Casey Hall, LumberjackSocial
  • Casey Hall
  • Properly train and effectively recruit employees for an employee advocacy program
  • Building a content strategy for your employee advocates
  • Measure and optimize the results of your employee advocacy program for your business
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • Social Media

4:15 pm - 5:15 pm

Closing Reception

Before you say adieu…join us for a last hurrah. Have a final toast to your new chums, and cheer each other on as you go out to use your new marketing powers and ideas for good. Sadly, Digital Summit Charlotte is over for this year, but applying all your new digital marketing knowledge and insight is only just beginning!