Agenda | Digital Summit Chicago

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 Thursday, December 15

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

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

SEO in 2022: Win More Visibility in Customer Searches

Masterclass
  • Greg Gifford, SearchLab Digital
  • Greg Gifford

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

  • Understand how Google’s algorithm functions and which elements it uses for ranking
  • Identify technical issues that could be hurting visibility and user experience
  • Learn how to write content that customers love and Google rewards
  • Learn how to acquire links from other websites to help boost relevance
  • Learn how to gain more visibility in local searches
  • Learn how to optimize Google My Business
  • Learn how to use Google Analytics to track organic performance and site actions
  • Create a prioritized strategy for SEO in 2022

Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

1:15pm - 2:15pm

Building Creative Habits That Lead to Better Marketing

Keynote
  • Jenny Haggard, Spotify
  • Jenny Haggard

After this session, you’ll be able to:

  • Understand four core sources of creativity in marketing
  • Uncover the most impactful questions to develop creative ideas
  • Use sound and silence to fuel your marketing
  • Implement daily habits that improve your creativity
  • Practice brainstorming techniques to use with your team

  • Creativity
  • Voice / AR / VR

2:30pm - 3:00pm

Quick SEO Content Hacks (That Aren’t Shady) for Faster Rankings

  • Rachel Hernandez, The HOTH
  • Rachel Hernandez

After this session, you’ll be able to:

  • Determine where to focus your efforts to get the most bang for your ROI buck
  • Adapt to recent changes in SEO and what Google expects from businesses today
  • Apply hyper-focused SEO strategies that not only generate traffic but increase conversions

The session is for experienced digital marketers who want to get to the core of an efficient SEO strategy for optimum success.

  • SEO & Search

Refining the Rolodex: Position Your Brand for Prospects Who Have the Highest Probability of Converting

  • Kate DiLeo, Kate DiLeo Branding
  • Kate DiLeo

After this session, you’ll be able to:

  • Systematically hone in on your target audiences to the select those who most critically need what you offer and have the highest probability of buying
  • Clearly define what “ideal” looks like for your target audiences by building a robust set of buyer criteria, including demographics and psychographics
  • Utilize a simple root-cause-analysis technique to uncover and leverage language that speaks to the bottom-line heart pain you solve for each target audience

  • Branding
  • Consumer Behavior
  • Lead Gen / Conversion / Retention

Choosing Wisely: How to Better Approach Life’s Biggest Decisions

  • Jenny Haggard, Spotify
  • Kate DiLeo, Kate DiLeo Branding
  • Jenny Haggard
  • Kate DiLeo

3:15pm - 3:45pm

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

Believe in the Data: Taking the Fear Out of Google Analytics 4

  • Colleen Harris, Sincro
  • Colleen Harris

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

  • Use a checklist to successfully start transitioning to GA4
  • Organize your website goals for easy transition into conversions
  • Better understand “predictive audiences” and how to take advantage of them
  • Utilize all the best tricks to creating events and building out a sharable report

  • Data & Analytics

I Like You, I Buy You. Frameworks for Affinity-Driven Performance

  • Shelby Mathews, Native Digital
  • Shelby Mathews

After this session, you’ll be able to:

  • Diagnose wastage in media spend and duds in messaging
  • Identify how to build brand affinity in messaging and brand gestures
  • Implement a message framework for all stages of your customers’ journey

  • Branding
  • Content Marketing
  • Lead Gen / Conversion / Retention

4:00pm - 4:30pm

Session Information Coming Soon

Presented by Constant Contact

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

Unboxing Your Digital Commerce Strategy: 5 Imperatives to Win in Digital Commerce Marketplaces

  • Sharon Harris, Ascential Digital Commerce
  • Sharon Harris

After this session, you’ll be able to:

  • Understand the size of the US market and who you should partner with
  • Implement 5 key tactics marketers and companies must take to win in digital marketing
  • Determine where the most attractive opportunities are (including channels, marketplaces and geographies)

  • Ecommerce

How to Increase Conversion Rates By 35% in 120 Days

  • Ayat Shukairy, Invesp
  • Ayat Shukairy

After this session, you’ll be able to:

  • Identify the right items you should test and effectively measure the impact on your bottom line
  • Set up a work flow (technology and process) to maximize efficiency with your lead conversion program
  • Use proven resources and timelines to hit the ground running and start increasing your conversion rates

  • Lead Gen / Conversion / Retention

4:30pm - 5:30pm

Opening Reception

Day 2 Friday, December 16

8:30am - 9:00am

Cutting Through the Noise: 5 Tactics to Elevate Your Digital Strategy

  • Mike Epstein, Cinematic Music Group
  • Mike Epstein

After this session you’ll be able to:

  • Build a blueprint to your brand’s marketing strategy
  • Learn simple, effective tools to reward your most loyal customers
  • Implement out of the box, creative marketing strategies to reach your target audience

  • Branding

Purpose-Driven SEO: A Modern SEO Strategy that Any Company Can Apply

  • Dale Bertrand, Fire&Spark
  • Dale Bertrand

After this session, you’ll be able to:

  • Capitalize on Google’s AI which is tuned to amplify brands that resonate with online consumers
  • Craft a purpose-driven strategy that resonates with search engines
  • Apply lessons learned from case studies of leading brands with a purpose purpose-driven approach to SEO

This session is for intermediate and advanced digital marketers who have several years’ experience and want to understand how to reach their SEO goals with more efficiency.

  • SEO & Search
  • Website

Leveraging Conversational AI to Enhance Consumer Experiences

  • Kathryn Kawakami, Google
  • Kathryn Kawakami

After this session, you’ll be able to:

  • Understand how communication preferences have evolved
  • Take your customer conversations to the next level with AI
  • Apply conversational best practices to delight your customers and meet their expectations around messaging

This session is for senior digital marketers who want to learn more about conversational marketing and how to deliver delightful and personalized experiences to their customers.

  • AI
  • Consumer Behavior
  • Customer Experience
  • Emerging Technology

9:15am - 9:45am

Migrating to GA4: How to Prepare Now for the Mandatory Transition

  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller

After this session, you’ll be able to:

  • Create a GA4 migration plan for your organization
  • Ensure that your GA4 property mirrors much of what you currently measure in Universal Analytics
  • Archive your historical Universal Analytics for future access

  • Customer Experience
  • Data & Analytics
  • Website

How to Make Your B2B Partners Actually Care About Your Business

  • Kim Patel, MainStreet
  • Kim Patel

After this session, you’ll be able to:

  • Gain a business advantage by following best practices for B2B partnerships
  • Build strong and lasting relationships with current and prospective partners
  • Fuel growth in your business through effective partnerships

  • B2B
  • Branding
  • Strategy

Marketing at Meme Speed to GenZ: The Importance of Absurdism and Web3

  • Laura Bluett, Upshot Agency
  • Laura Bluett

After this session, you’ll be able to:

  • Understand why GenZ traffics in absurdism (see Birds Aren’t Real), speaks in an ever-shifting emoji-laden language, and turns just about any cultural event into a meme, and why brands-through actions, not words-must take them seriously.
  • Cultivate your understanding of the upcoming power shift of Web3 and how it is fueling the online creator economy evolution.
  • Implement genuine influencer strategies that focus on authentic collaborations, cultural fluency, and addressing societal challenges with tangible measures.

This session is for brand and digital marketers who have several years of experience with content strategy and execution and want to understand how to expertly reach their younger audiences.

  • Consumer Behavior
  • Content Marketing
  • Gen Z
  • Influencer Marketing

10:00am - 10:30am

Preparing Your SEO and Content Strategy for 2023 and Beyond!

  • Taylor Kurtz, Crush the Rankings
  • Taylor Kurtz

After this session, you’ll be able to:

  • Understand the recent changes by Google and how to be compliant with these new standards
  • Create a targeted content strategy aimed at driving relevant organic traffic, as well as improve your authority and trust within Search Engines
  • Improve your overall user experience and core vitals to thrive with the ongoing Page Experience Update

This presentation is aimed at business owners or marketing professionals with several years of experience in Search Engine Optimization who are looking to compete with large companies without the large budget.

  • Content Marketing
  • 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

Freddy Krueger’s Guide to Scary Good Reporting

  • Greg Gifford, SearchLab Digital
  • Greg Gifford

After this session, you’ll be able to:

  • Understand why most SEO reports are overloaded with data and pointless metrics
  • Create actionable reports that your clients or leadership team love
  • Learn which metrics to include… and which ones you should drop immediately

  • Data & Analytics
  • SEO & Search

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Emotion and the Customer Journey: Go Beyond the NPS to Improve Your Customer Experience

  • Michelle Stinson Ross, Mindful Appy
  • Michelle Stinson Ross

After this session, you’ll be able to:

  • Identify how emotion impacts micro conversions along your customers’ journey
  • Implement a customer feedback strategy that goes beyond the NPS
  • Adjust customer engagements based on feedback

  • Consumer Behavior
  • Customer Experience
  • Data & Analytics

Implement Video Marketing Strategy Anyone Can Do (No Dancing Required!)

  • Desiree Martinez, All-In-One Social Media
  • Desiree Martinez

After this session, you’ll be able to:

  • Dismantle myths and understand the facts about the current state of video marketing
  • Generate video content ideas by identifying top trends
  • Make video content that’s relevant to your brand
  • Widely distribute your videos and get more leads

  • Video Marketing

How to Build the Business Case and Gain Support for (Fill in the Blank)

  • Adara Bowen, American Marketing Association
  • Adara Bowen

After this session, you’ll be able to:

  • Leverage a framework for objectively reviewing current business situations through a data lens
  • Conduct a compelling SWOT analysis rooted in unbiased insights
  • Prepare an executive summary with compelling recommendations and data points that can’t be ignored

  • Culture, Impact & Leadership
  • Data & Analytics
  • Marketing Operations

11:45am - 12:15pm

Preparing for 4 Foundational Changes to Search Driven by Google’s Money Motivations

  • Daniel Russell, Go Fish Digital
  • Daniel Russell

After this session, you’ll be able to:

  • View SEO through a financial lens and understand what makes Google tick
  • Identify algorithm updates that actually make a search engine better versus those meant just to increase profitability
  • Adapt your strategies for the future of search

  • SEO & Search

Tips and Tricks for Becoming a Live Video Pro

  • Jennifer Watson, The Weather Channel
  • Jennifer Watson

After this session, you’ll be able to:

  • Create live video content that immerses customers in your brand while telling your company story
  • Up-cycle content that can inspire for months
  • Implement productivity hacks that will save mountains of time
  • Use new tips and tools to amp up your social media strategy

  • Content Marketing
  • Customer Experience
  • Social Media
  • Storytelling
  • Video Marketing

Is It Ok To Cross the Sauce? How Cross-Posting Can Help You Reach a Wider Audience

  • Burton Kelso, Integral!
  • Burton Kelso

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

  • Determine if cross-posting is right for your social media campaigns
  • Identify which social media channels to use in your campaigns
  • Effectively cross-post on each platform to avoid the algorithms that will try to downplay your content

  • Content Marketing
  • Omnichannel
  • Social Media

12:15pm - 1:15pm

Lunch & Networking Break

1:15pm - 1:45pm

Leverage Influencers to Drive Omnichannel Marketing

  • Sherri Langburt, BabbleBoxx
  • Sherri Langburt

After this session, you’ll be able to:

  • Fully integrate influencers into your digital marketing plans
  • Identify new application areas for influencer content
  • Engage influencers to streamline messaging across marketing functions

  • Influencer Marketing
  • Omnichannel

Integrating Systems of Resilience into Your Organization

  • Jordan Harper, Iris
  • Jordan Harper

After this session, you’ll be able to:

  • Help your business embody what it means to be resilient
  • Apply six key pillars of resilience and understand why they are so important
  • Ask key questions to determine where to focus your attention as an organization to adapt in the face of change

  • Culture, Impact & Leadership
  • Marketing Operations

Session Information Coming Soon

Presented by ChannelMix
  • Matt Hertig, ChannelMix
  • Matt Hertig

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

2:00pm - 2:30pm

Beyond the Buzzword: How to Use AI (the Right Way) to Grow Your Marketing Strategy

  • Nick Myers, RedFox AI
  • Nick Myers

After this session, you’ll be able to:

  • Implement various AI-powered tools and solutions that can help grow your marketing strategy
  • Leave with a roadmap that can help you to determine where AI can best fit within your marketing strategy to yield the greatest ROI
  • Feel confident about the basics and current state of Artificial Intelligence in 2022 – The “What”, “Why”, and “How”

  • Emerging Technology

The Art of Insta-Storytelling

  • Meredith Howard, Deloitte
  • Meredith Howard

After this session, you’ll be able to:

  • Understand how to better use Instagram Stories to attract, retain, and convert your key audiences
  • Learn best practices for elevating your use of Stories
  • Determine how to measure the success of Stories content

  • Instagram
  • Social Media

Session Information Coming Soon

Presented by GoDaddy Pro

2:45pm - 3:15pm

Leveraging Free Data from Search Engine Webmaster Tools

  • Dave Rohrer, NorthSide Metrics
  • Dave Rohrer

After this session, you’ll be able to:

  • Use new and improved tools that will elevate your SEO, content and analytics strategy
  • Apply tactics to more effectively export and leverage data
  • Leverage examples and templates as soon as you are back in the office to improve the data in your SEO and content marketing efforts

  • Content Marketing
  • SEO & Search

A Proven Content Strategy for Ranking On Page One of Google

  • John Triplett, Ignite Visibility
  • John Triplett

After this session, you’ll be able to:

  • Create content guidelines by analyzing what performs best
  • Ideate and create content with both your audience and Google in mind
  • Rank your content on the first page with a proven strategy for any business vertical

  • Content Marketing
  • SEO & Search

Session Information Coming Soon

Presented by Optimizely

3:30pm - 4:00pm

Maximize Marketing Budgets With Full-Funnel Influencer Campaigns

  • Angie Bolotin, Sociafly
  • Angie Bolotin

After this session, you’ll be able to:

  • Utilize key content types and platform capabilities for your influencer campaign
  • Expand the reach of your campaign with strategic amplification
  • Understand the tactics and tools required to reach your conversion goals
  • Accurately measure and track the success of your campaign
  • Leverage influencer content as lifestyle assets

This session is for direct to consumer digital marketers who are interested in generating awareness and driving revenue through influencer marketing.

  • Branding
  • Content Marketing
  • Influencer Marketing
  • Social Media

Reverse-Engineering Marketing Performance (and Fake News)

  • Justin Watkins, Native Digital
  • Justin Watkins

After this session, you’ll be able to:

  • Break down your large marketing initiatives into smaller, more manageable tactics
  • Create quicker feedback loops on your results
  • Reallocate time & budget based on wins & losses

  • Marketing Operations

Session Information Coming Soon

Presented by Pantheon

4:00pm - 5:00pm

Closing Reception