2017 Full Program

Discover the hottest trends and innovative growth secrets from performance marketing’s brightest minds.

Use the Add to My Agenda buttons to compile a Personalized Agenda of the sessions you wish to attend. Then submit an email address at bottom of screen to receive your Personalized Agenda in your inbox!

Monday | August 21

12:30 PM – 1:15 PM
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Keynote: Improv Rules for Corporate Risk Taking

Room: Trianon Ballroom
What if we could empower each team member to become an idea factory? How do we impart the tools and understanding to help them embrace risk-taking? Every morning, TV late show comedy writers stare at the blank page, apply a few simple approaches to catapult them into the creative state, and then put on a brilliantly hilarious show that same evening. We’ll learn a few of these approaches, how to step around the corporate creativity deathtraps, and be ready to develop a plan for producing meaningful content that connects with our audiences.
Presented By:
  • Tim Washer, Content Producer, IBM, Cisco & FedEx
1:30 PM – 3:15 PM
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Content MasterClass: Everything You Need to Know about Phrasing Copy, Framing Offers, and Fighting for Eyeballs

Room: Beekman Parlor
Don't write — or approve! — another marketing message before you attend this masterclass. In it you'll gain a lexicon of persuasive words and copy constructs that you can use the next day to increase engagement and response. This class is jam-packed with real examples and brain-science backed advice. Don't miss your chance to make your copy and content exponentially more effective with these easy tips. Your emails, landing pages, ads, websites, mail, social, and content will never be the same.

Key Takeaways:
• The best way to talk about prices
• The two times jargon can be useful
• The surprisingly powerful effect of an unexpected phrase

Presented By:
  • Nancy Harhut, Chief Creative Officer, Nancy Harhut & Assoc.
1:30 PM – 2:20 PM
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Visual Social Marketing: The Next Generation of Social Media

Room: Sutton Parlor North
It's no wonder emerging visual social platforms such as Pinterest, Vine and Instagram are on fire with both brands and consumers. The human brain process images 60,000 times faster than text and 90% of information transmitted to the brain is visually based. Visual social marketing is the new standard for driving a deeper engagement within social media. This session will share case studies and examples to give you clear steps and tools as to how you can utilize Instagram, Vine and Pinterest to get your Visual Social Marketing up to speed.

Key Takeaways:
• Learn 10 tips for using visual social media marketing within your business
• Gain creative ideas to easily develop content and images to leverage without needing endless deep budgets
• Discover new tools to quickly and easily develop visual social media marketing content to put to work

Presented By:
1:30 PM – 2:20 PM
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Marketing for What’s Next: Branding Strategies for Consumer Engagement

Room: Sutton Parlor Center
Has your brand designed a digital experience that puts people first? Engaging your audience can be a challenging puzzle, but marketing can be something your consumer wants. Explore how your brand can engage a new audience and refresh its online presence. Successful marketing is no longer predicated on interruptions or buying power dictated by large budgets and purchased views. This session will analyze strategies behind branding, website design and digital marketing that work.

Key Takeaways:
• Gain tips for conducting consumer surveys
• Learn how to identify your brand essence
• Understand essential website content to help prospects find you
• Explore consumer engagement strategies to boost brand image and bottom line
• Discover the latest trends in effectively targeting prospective/current customers
Presented By:
2:25 PM – 3:15 PM
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The Neuroscience of Decision Making

Room: Sutton Parlor North
Your audiences will forget 90% of the content you share. To make matters worse, the 10% they remember is random. How can you stay on people’s minds to drive behavior? How do you know which 10% they remember? The answer comes from neuroscience - understanding how the brain is likely to focus, remember and make decisions. Speaking on actual results (not pseudo-science) about what/how we remember, attendees will gain understanding on how to stay on other people’s minds long term to spark action.

Key Takeaways:
• Access the three pathways into your audience’s memory
• Understand techniques that leave greatest impact on memory/lead customers to act on future intentions
• Learn triggers that remind consumers to take action
• Discover how marketers can connect messaging with emotion to encourage habituation
• Find out how to link your message to the brain’s reward system to influence decision-making
Presented By:
2:25 PM – 3:15 PM
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Supercharge the Customer Journey by Putting Your Content to Work

Room: Sutton Parlor Center
It’s one thing to create content, it’s another to put it to work driving business goals. This session will focus on tying each stage of the customer journey to each piece of content. The session will include data outlining the content that works best for each stage, the promotional tactics to maximize interaction, and the ideal content nurturing strategy to drive business. Attendees will leave with the blueprint to turn their content into a winning strategy that drives real business results.

Key Takeaways:
• Discover how to map your existing content to your marketing funnel
• Understand how to identify content gaps and develop the types of content to fill those gaps
• Learn successful promotional tactics for each stage of the funnel and the content type within that stage
• Gain insight into new advertising features and how best to use them in the funnel, including LinkedIn audience match, Facebook retargeting, Facebook lead ads, and more
Presented By:
3:30 PM – 5:00 PM
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Drowning in Data, But Thirsty for Insight? Find the Right Metrics to Guide Content Development

Room: Beekman Parlor
You’ve got more data than ever, but when it comes to interpreting that data, where do you start? Time pressures mean you tend to ignore all but the most superficial or high-level metrics, which means your content development team might not be getting the insight they need. There are so many channels and platforms constantly producing data that just parsing it feels like a full-time job (in fact, you might’ve already hired someone to do it). How do you find the signal amidst all the noise?

This session will introduce a 3-step process for determining which metrics matter the most for your content team, extracting that data through tools and reports and leveraging the information in the data to produce content that has a real impact on your company’s revenue. Designed for CMOs, directors and managers, this tag-team presentation will include a case study from a major technology company showing the results of following this process.

Key Takeaways:
• Discover the most important criterion for selecting metrics to guide content development
• Learn the best ways to find and extract the data – or just have it delivered to you
• Understand the most straightforward ways to convert that data to information that helps your team produce strategic content

Presented By:
3:30 PM – 4:15 PM
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Using Inbound Marketing to Reach the Right People with the Right Content at the Right Time

Room: Sutton Parlor North
Do your marketing efforts have a proven ROI? Is what you’re doing with sales and marketing creating a direct impact on your business? It can. 93% of companies who use inbound marketing increase their lead generation. Marketing is more than bright and bold and creative and catchy. It’s more than having a social presence and the right brand message. It’s about walking the walk and talking the talk – in the right place at the right time. It’s about putting the pieces – the right pieces – together and making them work for you. In her session, Bridget Deutz of Leighton Interactive will cover the basic structure of inbound marketing and how it can help you begin to identify how you can market to the right people, with the right content, and at the right time.

Key Takeaways:
• Gain insight into the inbound marketing methodologies and how it can give you the confidence that you’re talking to the right people, with the right content, at the right time
• Learn how to lay the foundation and what steps to take + why they’re crucial for marketing success
• See for Yourself: Research + Proof that inbound marketing works

Presented By:
  • Bridget Deutz, Director of Inbound Marketing, Leighton Interactive
3:30 PM – 4:15 PM
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How Guerrilla Marketing Can Help You Make a Big Impact at a Low Cost

Room: Sutton Parlor Center
Running a guerrilla marketing campaign can be an exciting way to build brand awareness and reach new potential customers. From #glossierinthewild to Snapbot pop-up shops, brands around the world are disrupting conventional marketing by taking campaigns to the street. In this session, Tony will share proven strategies for building brand recognition and awareness, and how to complement your marketing strategy with guerrilla tactics. Done well, guerrilla marketing campaigns can achieve higher impact at a lower cost, and amplify brand engagement both online and offline.

Key Takeaways:
• Understand the core strategies to building brand recognition that resonates with consumers
• Learn how guerrilla tactics can complement traditional marketing to increase brand visibility across channels
• Discover how guerrilla marketing can drive long-term brand recognition and engagement, online and offline

Presented By:
4:20 PM – 5:00 PM
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Evolved Text Ads: Tricks for Writing New Ads for the Next Age of Search

Room: Sutton Parlor North
As quite literally millions of advertisers are writing billions of new ads in a new ad format over the past few months, one thing is clear – the best ad practices of the past 16 years are now officially dead. In this new era of paid search ads, not only is there more space on the SERP to say more to attract prospective customers but there are also new tools for changing, optimizing, and catering your ads for specific audiences and demographics. With these changes to the rules of paid search in mind, I plan to focus on the big trends advertisers should plan for in 2017 and beyond.

Key Takeaways:
• Discover the language we’re seeing perform best on the SERP
• Learn how small changes to ads can increase CTR significantly
• Find out tricks you can use to cater your ad copy to mobile searchers
Presented By:
4:20 PM – 5:00 PM
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Engage Your Employees - Build Brand Love from the Inside Out to Drive Customer Growth

Room: Sutton Parlor Center
Successful businesses build brand love from the inside out by focusing on their best advocates - highly engaged employees. Maximize your customer experience, and customer acquisition, by building an internal community that naturally develops and promotes your products. Learn how to turn effective employee engagement into external advocacy (customers!) and drive business performance. We’ll show you how anyone with budget authority can build internal community and create high-performing teams.

Key Takeaways:
• Learn how to structure and cultivate internal communities to drive customer demand from the inside out
• Find ways to bake in customer feedback and employee insights into all aspects of the business process
• Identify metrics that will prove performance in acquisition, conversion and retention

Presented By:
5:00 PM – 7:00 PM
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Opening Reception

Room: Exhibit Hall
Join us in our reimagined exhibit hall to test-drive the latest technologies, source leading industry leading suppliers while sipping a drink, enjoying some tasty apps and catching up with old friends and meeting new ones.

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