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Wednesday | September 25

1:00 PM – 1:40 PM
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Building a 360-Degree CRO Framework for Maximum Conversions

Room: Marina Ballroom III
Conversion rate optimization (CRO) is often misunderstood as merely A/B testing. This type of testing is useful, yet approaching CRO with such a narrow lens greatly restricts the growth potential of your website. To unlock greater insights, it’s critical to start your CRO framework with the audience and their psychology, diving deep into brain science, the subconscious, and behavioral intelligence.
 
Key Takeaways:
  • Discover why a holistic CRO framework outperforms A/B testing alone every time
  • Understand how a CRO framework forces you to be more customer obsessed
  • Learn the key steps to building a CRO framework for continual testing, measurement, and optimization
Presented By:
1:50 PM – 2:35 PM
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Subscription Marketing: Winning the War On Loyalty

Room: Marina Ballroom III
The outlook on subscription marketing continues to explode. According to reports, last year business-to-consumer (B2C) subscription firms attracted more than 11 million U.S. subscribers, and the industry as a whole has been growing at 200% annually since 2011. Experts reveal the latest trends in subscription marketing and how digital marketers are helping brands win the war on loyalty. Learn about optimizing the customer lifecycle, reducing friction and churn and boosting profitability and ROI.
 
Presented By:
2:55 PM – 3:40 PM
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Optimizing Local Landing Pages for Search Engines

Room: Marina Ballroom III
Improve keyword rankings in Google Maps and within blended "Map Pack" results with this actionable session on local landing page optimization. Learn how to scale content for franchise or multi-location brands using attributes discovered during an industry study of several of the world's largest chains. Whether you're optimizing for an attorney, dentist, doctor, accountant or any place of business that servers a specific city or region, the strategies you'll learn can be applied to your or your clients' industries to maximize organic traffic from search engines. Examples of topics discussed include structured markup, creating unique titles and meta data, embedding maps, including hours and directions, hyper-local content, and tracking online to offline (attribution). Session includes examples and data from brands you know and recognize, along with checklists, tools, and best practices.
 
Key Takeaways:
  • Learn how to fine tune your local landing pages to appear in Google 3-Pack, Maps and Organic search engine results using techniques that have won national competitions in local online marketing
  • Learn what attributes to add, optimize and avoid to increase rankings and conversions
  • See examples of hyperlocal content and advanced business listing acquisition strategies that have worked for both small and large chains optimizing around a specific target radius or geography
Presented By:
  • Steve Wiideman, President & Sr. Strategist, Wiideman Consulting Group
3:50 PM – 4:30 PM
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Improving the Customer Journey & Brand Engagement with SMS

Room: Marina Ballroom III
The way we communicate has undergone a massive paradigm shift, and SMS has changed the way your company can hold conversations at scale. Join a panel of industry pioneers who have been at the forefront of this movement for years. They represent some of the largest brands in the country and have literally written the best practices in SMS. Learn first hand from their years of experience as they share their secrets, insights and bloopers and dive into SMS compliance, enablement and execution.

Key Takeaways:
  • Understand the differences and nuances between the varying methodologies of SMS (Push, Short Code, Long Code, Conversational Texting, A2P, P2P)
  • Find out how to implement or upgrade SMS in your customer journey
  • Gain insights into the world of SMS compliance, consent and regulations
Moderated By:
  • Joey Liner, Chief Revenue Officer, Digital Media Solutions
Presented By:

Thursday | September 26

10:45 AM – 11:25 AM
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Customer Lifetime Value: The Most Underutilized Relationship in Marketing

Room: Marina Ballroom III
Digital marketing is traditionally thought of as transactional, leaving little opportunity to develop meaningful relationships with buyers. However, in today’s multi-touch, multichannel world, that’s far from accurate. Instead of individual immediate transactions, brands are shifting their focus to building long-term connections with their customers via experiences that grow lifetime value. Join Scott Gifis and Adam Lasky as they offer their views on the state of the industry and provides expert tips to help enhance the customer and brand relationship.
 
Key Takeaways:
  • Discover how to aggregate and structure customer data to build customer lifetime value
  • Learn to leverage measurement and attribution to better understand the impact of their marketing efforts on customer retention
  • Understand how to implement quick, easy wins into their marketing strategy that directly bolster customer relationships and ultimately develop evangelists
  • Find out how to utilize multi-channel orchestration through personalized 1:1 experiences (without being creepy!) that create a connected customer experience
Presented By:
11:35 AM – 12:15 PM
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Tools to Make Life Easier for Your Sales People

Room: Marina Ballroom III

Lead buyers put tremendous effort into generating the right prospects for their businesses, and the effort is both worthwhile and necessary. It is also expensive with leads consuming up to 25% of all costs. However, salespeople are a sneakily larger expense, representing as much as 40% of all costs! Does your business put as much effort into tilting the playing field to your salespeople favor, making it both easier for them and more efficient for you? Join this session and learn how companies are identifying the needs and individual strengths of their salespeople and what they are doing to fill those needs and take advantage of their strengths.

Key Takeaways:

  • Inspiration – real stories of how lead buyers are making life easier for their salespeople with technology and data
  • Action items – a shortlist of tools and techniques to make the most of your sales people’s effort and strengths
  • Pitfalls – learn what hasn’t worked and save time and money
Moderated By:
Presented By:
1:15 PM – 2:00 PM
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Content That Converts: Creating Sales-Driven Content That Delivers

Room: Marina Ballroom III
Most content marketers are exclusively focused on boosting brand awareness, yet so many brands miss the opportunity to drive demand and nurture prospects that convert. Learn how to develop a content voice that differentiates your brand and leads your audience down the conversion funnel. Discover the importance of building an audience and delivering a valuable experience to that audience. Explore digital marketing strategies that support quality content while helping get your brand to the top of a consumer’s search results.
 
Key Takeaways:
  • Learn how to define your audience and content voice
  • Discover how to build an audience and nurture them throughout the conversion funnel
  • Learn how to develop quality content that generates organic traffic
Presented By:
  • Kathy Bryan, Senior Vice President of Corporate Marketing and Communications, Digital Media Solutions
  • Patrick Cunningham, Director of Brand Marketing, NJ Lenders Corp.
3:00 PM – 3:40 PM
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Leveraging AI to Augment Your Marketing, Increase Conversions and Build Retention

Room: Marina Ballroom III
Performance-based marketing is generating an abundance of leads. Now the question lands squarely on marketing to build efficiencies within the sales funnel. AI facilitates stronger interactions and deeper engagement and AI’s ability to meet your customers where they’re at not only helps conversion but helps increase their lifetime value and retention. Intrigued? Join us for a discussion that includes learnings and insights into Facebook Messenger and SMS conversational AI targeting campaigns, including real student enrollment results.

Key Takeaways:  
  • Discover how conversational AI improves lead to conversion quickly and seamlessly
  • Understand how the personal touch and 1:1 attention of AI results in deeper engagements
  • Learn how AI creates a better end user experience with intent-driven conversation, strengthening your brand
  • Gain insights into how AI helps your business scale
Presented By:
3:50 PM – 4:30 PM
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Big Giant Conversations: Putting the Relationship in Conversion

Room: Marina Ballroom III
What's old is new again, and again, and again. The age-old principles that have long been determinants of relationship building and sales are back. But in truth, they never went away—rather, we've been distracted by technology and had our basic processes subsumed by the "digital bureaucracy." Relationships established and deepened through conversations predate marketing by millennia. But modern marketers are bringing some basic tenets of conversations to convert visitors at 2X to 20X the rates that we've been accustomed to. In this session, we'll explore some of the principles behind what is being called conversational marketing and the big giant conversions and genuine relationships that are just waiting to happen.
 
Key Takeaways:
  • Understand what "digital conversations" are why are they important to conversion optimization
  • Learn about the underlying principles of conversations in a digital marketing context, and how they relate to traditional sales and marketing
  • Come away with action items including implementation, testing, and optimization to drive quality conversion
Presented By:
  • Jeff Eckman, Founder & CEO, Blue Green Brands
  • Rinoti Amin, Growth Marketing Consultant/Former Director of Digital Marketing, PayPal

Friday | September 27

10:00 AM – 10:35 AM
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Predicting Your Digital Marketing's Future Value through a Data-Driven Customer Strategy

Room: Marina Ballroom III
To succeed as a digital marketer in the future, it’s important to understand what consumer data is most predictive of purchasing behavior. Digital marketers need to know how to use customer data to build a media mix model that drives better results, which is easier said than done. Join this session to learn how to identify and use your data insights to predict future purchasing decisions. We’ll discuss how these insights can be leveraged to target the right customers across all channels, from Facebook, Instagram, YouTube, Display, and more, so you can future-proof your digital strategy to drive value today and beyond. 

Key Takeaways: 
  • Understand how to identify the right data analytics to target the ideal customers for the future
  • Learn how to drive company growth and innovation for a data-driven strategy 
  • Discover how continually optimizing your analytics and reporting will future-proof your digital marketing
Presented By:
10:45 AM – 11:20 AM
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Low Cost-High Impact Client Retention Strategies

Room: Marina Ballroom III
Keeping existing and profitable customers is crucial to long term business success. In this session we will discuss the hard and soft costs of gaining vs. retaining customers, why retention is critical to your future business success, and low cost/high impact ways to stand out and keep your customers away from your competition.

Key Takeaways:
  • Learn the financial impact of retaining a customer vs gaining a new customer
  • Take away unique and easy to implement ideas to improve your customer relationships
  • Learn how automation can increase your customer engagement while reducing your time and effort in marketing
Presented By:
  • Jill Kegler, Director of Business Development, Double A Solutions
11:25 AM – 12:00 PM
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Marketing Operations, Marketing Automation and Marketing Technology are Not the Same

Room: Marina Ballroom III
In many organizations, these three terms are used interchangeably. When individuals look for jobs, they search for these terms and expect the results to represent almost identical jobs. But they are not the same. In fact, sometimes they are not even close. Marketing Automation professionals don’t just build the HTML, create programs and hit Send. They are not just "Marketo experts." They are so much more. Marketing Operations is still a bit of a mixed bag. It could mean analytics, execution or budget teams. Or it could mean Marketing Automation, unfortunately! And finally, Marketing Technology is becoming a mainstream term that refers to any technology that a marketer uses to do his or her job. These people may never touch marketing automation and may have nothing to do with analytics. They might even be software developers! In this session, we will deep dive into what these three terms mean in 2019, how your organization can adapt and how you as an individual can adapt to changing expectations.

Key Takeaways:
  • Learn the key similarities and difference between Operations, Automation and Technology roles
  • Identify keywords to look for on resumes or listen for in interviews to find the best candidates for your role
  • Focus on key skills associated with each type of role
  • Learn how people in each of these roles play huge parts in any marketing organization both on the front lines and behind the scenes
Presented By:
  • Justin Sharaf, Director, Marketing Technology and Operations, LogMeIn