Agenda | Digital Summit Philadelphia

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 Monday, May 23

8:30am - 12:30pm

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

Secrets of the Email Marketing Strategist

Masterclass
  • Jen Capstraw, Women of Email
  • Jen Capstraw

After this session, you’ll be able to:

  • Evaluate so-called best practices and industry advice through a critical lens
  • List the components of a complete email program
  • Understand the difference between vanity metrics and meaningful KPIs
  • Identify the key campaigns that drive customers toward loyalty
  • Know when A/B testing makes sense – and when it doesn’t
  • Clear the roadblocks that are hampering the maturity of your email program
  • Apply a prioritization methodology to zero in on strategies will move the needle
  • Impress the boss with an email program roadmap for 2022 and beyond
Included with Platinum Passes, upgrade required for Main Event Passes
  • Email Marketing

Conversion Optimization for Every Business

Masterclass
  • Brian Massey, Conversion Sciences
  • Brian Massey

After this Workshop, 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

Who should attend?

This workshop will be very effective for any business that is selling online or generating leads for the business online: Digital marketers, Business owners, CMOs, Designers, UX professionals and Copywriters.

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 Haggard, Spotify
  • Jenny Haggard

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

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

3 Ways to Adapt to Customers in the Evolving Ecommerce Landscape

Sponsored by Optimizely
  • Curtis Swanson, Optimizely
  • Curtis Swanson

After this session, you’ll be able to:

  • Use customer insights to drive your digital shopping strategy
  • Create personalization strategies to optimize shopping experiences
  • Discover tools and effective best practices to increase average order value
  • Ecommerce

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
  • SEO & Search
  • Website

3:15pm - 3:45pm

Hum, Sing, Shout: How to Design a Scalable, Sustainable and Always-On Content Marketing Strategy

  • Purna Virji, LinkedIn
  • Purna Virji

After this session, you’ll be able to:

  • Effectively audit your existing content to identify hidden gems and scale them
  • Strategically remix, reuse, and recycle top content so it can serve you consistently for years on end
  • Use the perfect recipe for strategically planning content to boost efficiencies and conversions
  • Content Marketing

Marketing in the Metaverse: Why and How Brands Can Engage in Virtual Worlds

  • Kent Lewis, Deksia
  • Kent Lewis

After this session, you’ll be able to:

  • Capitalize on new opportunities to market in the metaverse
  • Develop and implement strategies to engage audiences in virtual worlds
  • Identify the importance of the metaverse to the future of marketing and who the key players are
  • Customer Experience
  • Ecommerce
  • Emerging Technology

Why CTV/OTT for Digital Marketers? A Guide to Effective Streaming TV Advertising Success

Sponsored by Premion
  • Peter Jones, Premion
  • Peter Jones

After this session, you’ll be able to:

  • Navigate an increasingly fragmented and complex streaming TV marketplace
  • Find your audiences with advanced targeting capabilities
  • Measure the efficacy of your campaigns with outcomes-based KPIs
  • CTV/OTT

4:00pm - 4:30pm

Why You Need a Genuine Personality Brand: Attract the Right Customers and Repel the Wrong Ones

  • Danielle Hughes, More Than Words Marketing
  • Danielle Hughes

After this session, you’ll be able to:

  • Create content and messaging that positions themselves and their service or their role to be distinct from everyone else
  • Highlight their uniqueness in a genuine and relatable way
  • Not be afraid to go big or go home (or at least go bigger)
  • Branding

Marketing in The New Normal: 5 Ways to Readjust Your Content Marketing Plans for 2023

  • Juntae DeLane, DIGITAL DELANE
  • Juntae DeLane

After this session, you’ll be able to:

  • Understand what your adjusted marketing budget should look like in 2023
  • 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 TCPA Compliance and Data Privacy: What Every Marketer Needs to Know

  • Arvell Craig, Contact Center Compliance
  • Arvell Craig

After this session, you’ll be able to:

  • Follow best practices in compliance and data privacy while maximizing campaign success
  • Avoid common traps to protect yourself and your company from risk and litigation
  • Identify the critical trends around TCPA compliance and data privacy that every marketer needs to know
  • Data & Analytics
  • Marketing Operations
  • Marketing Strategy

4:30pm - 5:30pm

Opening Reception

Day 2 Tuesday, May 24

8:00am - 8:30am

Networking Coffee

Sponsored by Quantum Lifecycle Marketing

8:30am - 9:00am

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

Crossing The Sonic Color Line: Best Practices for Sonic Diversity

  • Steve Keller, SiriusXM
  • Steve Keller

After this session, you’ll be able to:

  • Understand how technology and advertising have played a role in perpetuating sonic color lines
  • Apply insights from new research demonstrating the positive impact sonic diversity can have on ad favorability and effectiveness
  • Implement best practices that will result in a more sonically diverse expression of your brand
  • Audio
  • Diversity & Inclusion

Lights, Camera, Inaction? The Hollywood Storytelling Secrets Missing from your Data Presentations

  • Lea Pica, Story-Driven Data
  • Lea Pica

After this session, you’ll be able to:

  • Identify the top “kiss of death” presentation practices plaguing your slides and charts
  • Get inside your audience’s heads and understand exactly why they keep tuning you out
  • Understand what story mechanics actually are and how they apply to your data
  • Apply simple and powerful strategies sourced straight from classic and modern storytelling examples

This session is for digital marketers who are responsible for presenting insights and recommendations to stakeholders and want to keep them awake during business meetings.

  • Data & Analytics
  • Storytelling

9:15am - 9:45am

The Psychology of Web Content: Mastering Cognitive Biases, Conversion Triggers and Modern SEO

  • Matthew Capala, Alphametic
  • Matthew Capala

After this session, you’ll be able to:

  • Discover the key cognitive biases and conversion triggers that affect your website visitors’ decision making
  • Replicate examples from some of the most successful brands to master the key principles of website persuasion
  • Upgrade your SEO game by optimizing for Google’s RankBrain, which uses AI and machine learning to better understand basic human instincts and behaviors
  • Use content to position your brand as a trusted authority in your field to reduce friction
  • Content Marketing
  • Data & Analytics
  • SEO & Search
  • Website

How to Measure Marketing Value in a Cookieless World

Sponsored by ChannelMix
  • Matt Hertig, ChannelMix
  • Matt Hertig

After this session, you’ll be able to:

  • Understand how third-party cookies have led marketers astray
  • Transition to first-party and even “no-party” marketing measurement
  • Put a 90-day plan in place to get your measurement strategy future-ready
  • Data & Analytics

How to Use Influencers & UGC to Step Up Your Organic Content Game

  • Kate Loffio, Crayola
  • Kate Loffio

After this session, you’ll be able to:

  • Identify fans and followers who can become content partners
  • Curate the content that is right for your specific audience
  • Build a library of content that can be used beyond your social platforms

  • Content Marketing
  • Customer Engagement
  • Influencer Marketing
  • Social Media

10:00am - 10:30am

The Schitt’s Creek Guide to Email That Converts

  • Jen Capstraw, Women of Email
  • Jen Capstraw

After this session, you’ll be able to:

  • Apply new tactics for standing out in the inbox
  • Avoid common engagement tricks that cause more harm than good
  • Utilize top strategies to drive loyalty, clicks, and ultimately, conversions
  • Email Marketing
  • Lead Gen / Conversion / Retention
  • Strategy

How to Make Paid Social Your Largest Revenue Driver

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth

After this session, you’ll be able to:

  • Identify and advertise to every target account in your total addressable market
  • Apply tips and tactics for getting your ideal customer persona to convert directly into a sales meeting from paid social campaigns
  • Access proprietary industry benchmark data across cost per conversion, cost per lead, cost per opportunity, cost per customer, and more
  • Replicate the exact copy, creative, offers and call to actions Directive uses across millions of dollars of spend to drive tens of millions in revenue
  • Paid Advertising
  • Social Media

7 Unknown SEO/PPC Tips to Make You a Marketing SuperStar

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
  • Save TONS on Google PPC spend while protecting your brand

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

  • SEO & Search

10:30am - 11:00am

Networking Break

Sponsored by Quantum Lifecycle Marketing

11:00am - 11:30am

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

Old School Vs. New School SEO: How to Implement Relevant Strategies

Sponsored by Pantheon
  • Carolyn Marks, 160over90
  • Scott Cop, 160over90
  • Carolyn Marks
  • Scott Cop

After this session, you’ll be able to:

  • Audit your current SEO tactics, and decide what tactics to pursue and what tactics to stop implementing
  • Understand what optimization means in 2022 and adjust your SEO efforts to meet the changes
  • Prioritize SEO efforts on your website
  • SEO & Search

Unlocking NFTs and The Metaverse for Marketers

  • Carlos Gil, Bestselling Author & NFT Advisor
  • Carlos Gil

After this session, you’ll be able to:

  • Reach a new audience of consumers through blockchain technology, including NFTs and the Metaverse
  • Create NFTs for your brand which unlocks real-world utility for your customers
  • Invest in NFT communities which will yield more significant ROI for your brand than Facebook Ads
  • Apply a framework to help you enter virtual worlds such as Decentraland and Sandbox without alienating a younger audience
  • Implement best practices from notable organizations, including Adidas, Chipotle, Visa, Pepsi, Budweiser, and others
  • Have the answers that you need to enter this new world and effectively market in Web3
  • Consumer Behavior
  • Emerging Technology

11:45am - 12:15pm

How to Create B2B Content That Won’t Put Your Audience To Sleep

  • Paxton Gray, 97th Floor
  • Paxton Gray

After this session, you’ll be able to:

  • Beat your Goliath competitors using tactics they can’t deploy
  • Analyze your audience in more effective ways to increase content success
  • Apply tools, frameworks, and tips that you can take home and implement ASAP to improve your B2B content
  • B2B
  • Content Marketing

Easy-Win SEO Tricks that Build Your Authority 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
  • SEO & Search

Apply these Lifecycle Marketing Techniques and Experience eCommerce Growth

Sponsored by Quantum Lifecycle Marketing
  • Josh Aberant, Quantum Lifecycle Marketing
  • Josh Aberant

After this session, you’ll be able to:

  • Engage existing and past customers and encourage them to purchase more
  • Achieve ROI on your acquisition spend by increasing the lifetime value of every customer that comes through your store
  • Implement essential retention campaigns
  • Get buy-in on your lifecycle marketing plans and align your team on the goals
  • Build a loyal brand following

  • Ecommerce

12:15pm - 1:15pm

Lunch Pickup & Break

1:15pm - 1:45pm

The SEO Playbook for 2022

  • Greg Gifford, SearchLab Digital
  • Greg Gifford

After the session, you’ll be able to:

  • Differentiative Local SEO from regular SEO and improve local search results
  • Understand which signals influence your visibility in searches and how to optimize those signals
  • Apply learnings about the new Google Business Profiles and new features added recently to your Local SEO strategy
  • SEO & Search

5 Digital Hacks To Steal Your Competitor’s Traffic

Sponsored by Media Shark
  • Joey Lowery, Media Shark
  • Joey Lowery

After this session you’ll be able to:

  • Place your digital ads directly in front of your competitor’s digital advertising efforts
  • Understand how to leverage tools that’ll give you instant competitor insights
  • Outrank your competitor’s highest driving traffic keywords
  • Digital Ads

3 Ways to Get More Out of Website Analytics

  • Kelsey George, Lucky Orange
  • Kelsey George

After this session, you’ll be able to:

  • Uncover truly actionable insights from all of the data you collect
  • Identify and utilize tools to optimize your website
  • Optimize your ad campaigns to drive more website conversions
  • Data & Analytics
  • Lead Gen / Conversion / Retention
  • Website

2:00pm - 2:30pm

Battle the Burnout: Future Proof Your Social Strategy

  • Laura Wilson, Weber Shandwick & Georgetown University
  • 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

Where’s the Fire: Navigating the Constant State of Crisis on Social Media

  • Gina Florence, Charles Schwab
  • Gina Florence

After this session, you’ll be able to:

  • Identify and formulate processes for different types of crisis, including when to respond or pause content
  • Apply social listening and metrics to help you protect your brand
  • Communicate the crisis impact to your stake holders and leaders
  • Crisis Management
  • Marketing Operations
  • Social Media
  • Strategy

Email Automation Tactics to Get New & Repeat Business on Autopilot

Sponsored by Constant Contact
  • Dave Charest, Constant Contact
  • Dave Charest

After this session, you’ll be able to:

  • Execute email automation campaigns that welcome new subscribers and start building relationships
  • Create automated email series that map to your goals
  • Use data to optimize and automate more timely and relevant emails

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

  • Email Marketing

2:45pm - 3:15pm

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

Content SEO Big Wins for Ecommerce Brands: 20% of Actions for 80% Results

New Session
  • Matthew Capala, Alphametic
  • Matthew Capala

After this session, you will be able to:

  • Adapt to the recent Google changes to position your strategy ahead of the evolving algorithm (and the competition)
  • Identify and focus on the 20% of the strategies that will drive 80% business results for your ecommerce website
  • Perform a quick and action-oriented SEO audit to prioritize your content, backlink, and technical strategies
  • Develop an actionable content SEO Roadmap that reduces complexity and breaks down the most impactful tasks into digestible strategies you’ll be able to implement right away
  • Content Marketing
  • SEO & Search

Launch Your Brand’s Podcast

  • Chad Parizman, Ader Communications
  • Chad Parizman

After this session, you’ll be able to:

  • Identify podcast opportunities for your brand
  • Decide if you can go it alone or if you need a partner
  • Apply the appropriate metrics & reporting capabilities to measure success
  • Voice / AR / VR

3:30pm - 4:00pm

Social Media Employee Advocacy: Developing Internal Ambassadors and Thought Leaders

  • Casey Hall, Lumberjack Social
  • Casey Hall

After this session you’ll be able to:

  • Develop guidelines and policies for the use of business-related social media by your employees
  • Begin training your employees and executives to be brand ambassadors
  • Implement a structured program to deploy, measure, and optimize your results

This session will be geared towards the following: social media professionals who want to activate their employee community; communications professionals who want to understand how to leverage social media across the company; and anyone who wants to develop their own professional brand via social media.

  • Social Media

How to Create Videos that can be Versioned for Unique Audiences, Without Blowing Your Budget

  • Ginger Shimp, SAP
  • Ginger Shimp

After this session, you’ll be able to:

  • Version your video content to appeal to disparate groups such as lines of business, industries, and net new vs. customers
  • Create video content that can be adapted to co-marketing with various groups such as, partners, ABM customers, and “Must Win” account pursuits
  • Distill video into both gated and ungated content

Who should attend? This session is for intermediate and senior marketers who are tasked with creating video content on a budget while working across multiple teams.

  • Video Marketing

4:00pm - 5:00pm

Closing Reception