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!

Wednesday | September 25

1:00 PM – 1:40 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Customer Journey Maps Done Right

Room: Marina Ballroom I
"Customer Centric” language has been a key part of almost every mission statement but only a few companies actually deliver on that promise. Getting the Journey Map right is critical for companies who truly value their customers and want to grow/retain them. Building accurate journey maps can seem overwhelming and extracting value from them can be even harder. Join this session and learn how leading companies build journey maps to fuel their growth strategies. 
 
Key Takeaways:
  • Understand how to balance opinion vs research when building a journey map
  • Uncover the key elements of a journey map and how to put them in action
  • Discover how to properly prioritize the journey maps you develop and how to map online and offline journeys together
  • Understand the value of viewing different persona journeys and gain from examples of successful customer journey maps
  • Determine best practices for keeping your map current and learn how to test if you got it right
Presented By:
1:50 PM – 2:35 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

SEO Tell-All: Secrets of SEO Pros

Room: Marina Ballroom I
Content, backlinks, meta data optimization: you already know about them. The Google Algorithm keeps changing, and so should your methods. Join this session to learn the latest and greatest white-hat SEO tactics that will get your content to page one, appearing in featured snippets, and found through image search. From micro-content research, influencer marketing, content gap analysis, automation, and more, you’ll learn how real SEOs have found Organic victory within the competitive search-engine landscape.
 
Key Takeaways:
  • Learn actionable tips on how to meet your goals while avoiding the length of time/headache normally needed to achieve SEO success
  • Understand the changes that have taken place with the Google Algorithm over the last few months
  • Identify what it means to be on “Page 1” in 2019, and the SERP landscape opportunity that’s untapped
  • Discover new tools and techniques to help with automation and perform research quicker
  • Recognize how to leverage influencers to amplify your content and grow your brand
Presented By:
2:55 PM – 3:40 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

What Every Marketer Needs to Know About the Marketing Technology Stack

Room: Marina Ballroom I
Companies today are using 50 to 300 technology tools at one time to acquire, engage and retain customers. These tools are referred to in the collective as the marketing technology stack. Effectively developing and evolving the marketing technology stack has become critical to meeting business and marketing goals. According to Gartner, marketing technology expenses now represent 29% of the marketing budget - not surprising given that we are all dependent on technology to achieve our marketing and business objectives.  In many instances, however, we may not be a user or have control of the technology deployed on our behalf.  We are, however, responsible for the results technology delivers and therefore can’t afford to be a passive observer in technology selection and use. Every marketer needs to have a working knowledge of the marketing technology stack and engage with the technology team as a stakeholder in the application, performance, and evolution of the technology that impacts their ability to achieve objectives. This session will cover all the information and language that a marketer needs to know to engage fully as a stakeholder in technology strategy and implementation. 
 
Attendees will leave this session understanding:
  • The basics of creating and managing a marketing technology stack
  • How to define technology requirements
  • How to work alongside marketing operations to optimize the marketing technology stack to achieve business and marketing objectives
Presented By:
3:50 PM – 4:30 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Make Them Care: Getting Customers to Engage with Your Brand

Room: Marina Ballroom I
Nobody thinks about your product. Despite all your hard work, research and design to perfect your offering, people are simply focused on their own lives. Brands need to be specific. Today’s winning brands transcend competition by offering things customers can't deny and position themselves as the only option in a category of one. This comes from understanding customers better than ever, and knowing how ideas travel in today’s fragmented media and sharing environment. Marketing is more about context than ever, yet marketers rarely get the opportunity to consider the greater context their products exist within.
 
Attendees will learn: 
  • What separates a brand from a company
  • How art is marketed differently than products and services
  • How Google and Facebook have failed your brand
  • The facets of truly specific brands
Presented By:
  • Adam Pierno, AVP Marketing Strategy, Arizona State University

Thursday | September 26

10:45 AM – 11:25 AM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Resolving Identity & Assessing Customer Behavior to Deliver People-Based Marketing

Room: Marina Ballroom I
84% of customers say being treated like a person is a critical factor in winning their business. Leading brands are responding by developing people-based marketing programs that speak to individual customers with the right message, at the right time, through the marketing channel that they are most likely to engage with.  Laying the foundation for these programs starts with having the right data to resolve the customer’s identity and know who the person is on the other end of a marketing interaction.  Once you’ve identified the customer, understanding their behavior becomes critical in designing if, how, and WHEN you will market to that individual based on signals of their interest that you’ve gathered.  In this session, we’ll discuss the key data capabilities that marketers are leveraging to resolve identity, understand key attributes of the person, and incorporate customer behaviors into their marketing programs.
 
Key Takeaways:
  • Learn about the foundational data capabilities that are necessary in building a people based marketing program
  • Learn about the importance of Identity Resolution and how leading brands are approaching the challenge of identifying their customers and prospects across disparate marketing interactions
  • Learn how marketers are incorporating their customer’s behavioral signals into their marketing strategy to better personalize the experience and improve acquisition, retention, and cross-sell campaigns
Presented By:
11:35 AM – 12:15 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Better Together: Leveraging Partnerships to Drive Marketing & Consumer Engagement

Room: Marina Ballroom I
With the increase of retail and technology partnerships, more companies are getting a piece of the revenue pie. Strategic partnerships provide companies with access to new streams of data that can result in more personalized marketing strategies and improve customer experiences. In this session, Mark will unpack how partnerships have helped GasBuddy (and its partners) unlock new markets, acquire new users, and build customer loyalty.
 
Key Takeaways:
  • Get tips on how and what to consider in driving strategic partnerships to help a data-driven business
  • Discover how the right partnerships provide new streams of data that ultimately result in more personalized marketing strategies and improved customer experiences
  • Learn how both parties benefit from partnerships by lowering costs, expanding markets, and delivering deeper and more varied customer data that can fuel growth
Presented By:
1:15 PM – 2:00 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

5 Ways Marketers Can Create More Effective Videos with Less Time & Money

Room: Marina Ballroom I
Everyone is screaming from the mountaintops how important video is for your company! But, how do you fit more on your already busy marketing plate? How do you start a new or more effective video strategy when it’s just not in the budget? How do you make something that seems difficult, super simple? These are all great questions, and in this session, George B. Thomas from Impulse Creative will share five major tips to creating more video in less time and with less money.

Key Takeaways:
  • Learn how your team could be creating multiple videos per week for pennies on the dollar
  • Learn how to use video to communicate better, simplify the complex and drive more revenue to the bottom line
  • Learn how to eradicate the hurdles, embrace the hustle and become a video hero at your organization
Presented By:
3:00 PM – 3:40 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Experiential Marketing on a Shoestring Budget: The Proof That Banking Doesn't Have to be Boring

Room: Marina Ballroom I
Have you ever heard of a Financial Institution with an ice cream truck? Well now you have! Here at Vibrant Credit Union we don't do things the "traditional" way. We're all about marketing that creates an experience. While other comparable credit unions spend millions on marketing each and every year, our yearly marketing budget has been about $300,000 for the past few years. During this time, we've seen new household growth reach over 30%, six times the industry average. How do we successfully market on a shoestring budget? A surprisingly interactive culture and memorable experiences that prove banking doesn't have to be boring.
 
Key Takeaways:
  • Disrupt traditional marketing and get members creating buzz by generating emotional and engaging experiences leading to lasting impressions that they want to share with others
  • Learn how to collect data to pinpoint target messaging, create more value and ultimately increase member engagement
  • See examples of others who have ditched traditional and expensive advertising and marketing efforts for experiential marketing and strategies
Presented By:
3:50 PM – 4:30 PM
AddAdded to My Agenda
Click to add or remove this session from your Personalized Agenda.

Learn to Persuade: Simple Direct Marketing & Copywriting Tactics Proven to Increase Conversions

Room: Marina Ballroom I
Discover the simple, proven direct marketing and copywriting tactics used by David Ogilvy, Eugene Schwartz, Joe Sugarman, and countless other master copywriters to capture attention, garner interest and desire, and inspire action! Whether you're running campaigns via Facebook or LinkedIn, email or direct mail, this session will show you how to increase your response rate and close more business.

Key Takeaways:
  • Uncover the #1 thing you're doing wrong in your marketing — and how to fix it
  • Walk away with a simple copywriting checklist to improve the effectiveness of your emails by more than 100%
  • Learn how to optimize your ads on Facebook, LinkedIn, and across other digital channels to generate more clicks, calls and sales
    Presented By:

    Friday | September 27

    10:00 AM – 10:35 AM
    AddAdded to My Agenda
    Click to add or remove this session from your Personalized Agenda.

    What Are We Teaching Them? Determining Selling & Buying Behavior in Email

    Room: Marina Ballroom I
    Just because you wanted to make eggs once, doesn’t mean you want to make them forever. And everyone loves Pad Thai, right? When dealing with something as subjective as food preferences, a content strategy that balances both an individual’s preferences with a constant drumbeat of fresh products from the brand can be tricky to manage. Join this session as Kate Faughnan walks through how America’s Test Kitchen is building its content and email strategy inside of the publisher. As a brand that can be found on TV, web, in print magazine, books and on social, she’ll discuss how they determine what’s relevant for every home cook, both in terms of everyday content and their diverse array of products.

    Key Takeaways:
    • Learn how to connect to brand in email as a publisher
    • Discover the inherent conflict of content as value vs. content proving the case for brand trust
    • Understand how to look for behavior patterns
    • Gain insight into the age-old multichannel distribution problem – or how to focus on the meaningful
    Presented By:
    • Kate Faughnan, Director of Email Marketing, America's Test Kitchen
    10:45 AM – 11:20 AM
    AddAdded to My Agenda
    Click to add or remove this session from your Personalized Agenda.

    The Future of Paid Search: How Amazon, Audience Development and Intent Farming are Changing the Game

    Room: Marina Ballroom I
    For years, Paid Search has been synonymous with Google Search and the key to success was Quality Score. Google is still king, but search marketers have new challenges: 1. How to deal with the rise of Amazon search in their plans, 2. How to develop search audiences in a “privacy sensitive” world and 3. How to leverage new trends like semantic search to find the best searchers when they are at a critical micro-moment and are most open for a connection. In the session, learn how to plan campaigns with this new reality in mind and beat the competition.

    Key Takeaways:
    • Learn how to plan a Paid Search campaign that is bigger than Google
    • Discover how DTC brands are using Amazon search to create a competitive advantage
    • Build proprietary search audiences and train audience algorithms to find the best searchers via semantic search behavior
    Presented By:
    11:25 AM – 12:00 PM
    AddAdded to My Agenda
    Click to add or remove this session from your Personalized Agenda.

    The Business Guide to Brokering: How to Leverage Affiliate Networks for Consistent, Incremental ROI

    Room: Marina Ballroom I
    Some may find Digital Marketing to be expensive and, at times, produce poor results. When you feel you’ve finally found that winning formula, scaling that to a meaningful and consistent volume can feel even harder. Where do you go from there? The key is to partner with skilled marketers, capable of connecting your product with a highly-engaged audience through multi-channel campaigns and a cost-effective formula. Where some may have a stigma surrounding the value of Affiliate Networks, thousands of major products and brands have partnered with Networks to produce phenomenal results. Navigating this route and finding your ideal pairing isn’t easy, and this session will cover all the major do’s and don’t’s of finding that perfect Affiliate Network partner.

    Key Takeaways:
    • Uncover not only the right answers to look for, but the right questions to ask
    • Understand key motivations of an Affiliate Network to appeal to the best and most meaningful traffic partners
    • Learn what a network does and does not do so you’re best prepared for an immediate impact
    • Recognize the signs that a Network is working for you and committed to your success
    Presented By: