Agenda | Digital Summit Raleigh

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, September 19

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

1:15pm - 2:15pm

Opening Keynote

Keynote
  • Ann Handley, MarketingProfs
  • Ann Handley

2:30pm - 3:00pm

Future-Proofing Your Digital Brand: 3 Ways to Prepare for Post-Pandemic Marketing, the Metaverse, and Web 3.0

  • Juntae DeLane, DIGITAL DELANE
  • Juntae DeLane

After this session, you’ll be able to:

  • Leverage effective post-pandemic marketing strategies
  • Apply innovative tactics for marketing in the metaverse
  • Successfully take your brand from Web 2.0 to Web 3.0
  • Branding
  • Consumer Behavior
  • Customer Experience
  • Emerging Technology

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

3:15pm - 3:45pm

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

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

4:00pm - 4:30pm

Writing for the Reader: Secrets of People-Driven Content

  • Alennah Curran, 3M
  • Alennah Curran

After this session, you’ll be able to:

  • Understand and implement tactics for how to best write for actual people
  • Take advantage of the perspective of those who don’t currently read your content
  • Apply Design Thinking to content development
  • Embrace the power of pushing your respective envelope

This session is a good fit for anyone who develops content and wants to learn how to improve their ability to connect with actual readers with quality writing.

  • Consumer Behavior
  • Content Marketing

Next Level Lead Nurturing: How to Segment and Automate Your Marketing to Close More Deals

  • Dave Meyer, BizzyWeb
  • Dave Meyer

After this session, you’ll be able to:

  • Apply tactics to take your lead nurturing strategy to the next level
  • Craft a contact segmentation action plan to deliver the right content to the right prospects
  • Set up a proactive workflow to give your best leads what they want, when they need it

  • Consumer Behavior
  • Content Marketing
  • Customer Experience
  • Lead Gen / Conversion / Retention

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

Presented 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

4:30pm - 5:30pm

Opening Reception

Day 2 Tuesday, September 20

8:30am - 9:00am

Nimble Influencer Marketing: Brand Safety at the Speed of Social

  • Jim Tobin, Ignite Social Media
  • Jim Tobin

After this session, you’ll be able to:

  • Understand new expectations consumers have when it comes to brands entering into conversations on social media, and how to meet those expectations without coming across as tone deaf
  • Apply tactics to move at social’s quick pace when utilizing influencer partnerships
  • Avoid common mistakes with your influencer program based on real-world lessons of sucess and failure
  • Influencer Marketing
  • Social Media

Advanced Tactics for On-Page Optimizations

  • Chris Long, Go Fish Digital
  • Chris Long

After this session, you’ll be able to:

  • Utilize entity optimization for your on-page optimizations
  • Take steps to improve your content’s expertise and trustworthiness
  • Implement freshness improvements to your site’s content
  • Test different on-page optimizations to see which ones are the most impactful

This session is for experienced digital marketers that want to go beyond just the basics of on-page optimizations.

  • Content Marketing
  • SEO & Search
  • Website

9:15am - 9:45am

Effectively Plan Your Digital Project and Experience Results

  • Joe Crespo, Aten Design Group
  • Joe Crespo

After this session, you’ll be able to:

  • Write a specification that provides your team, or vendor partner, with the information they’ll need to get started
  • Establish and evaluate budgets and timelines
  • Align your stakeholders and identify your project advocates
  • Successfully launch your next digital project

  • Marketing Operations

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

10:00am - 10:30am

The World’s Greatest SEO Audit: Transformative Strategies to Futureproof your Success

  • Matthew Capala, Alphametic
  • Matthew Capala

After this session, you’ll be able to:

  • Adapt to the recent Google changes to position your strategy ahead of the evolving algorithm (and the competition)
  • Perform a strategic and action-oriented SEO audit to prioritize your content, UX, backlink, and technical strategies
  • Identify and focus on the 20% of the strategies that will drive 80% business results to develop a winning SEO Roadmap
  • Upgrade your SEO game by learning the latest advanced strategies from the trenches

  • Content Marketing
  • SEO & Search

2022 B2B Trends for the Contrarian Marketer

  • Ty Heath, LinkedIn
  • Ty Heath

After this session, you’ll be able to:

  • Gain a competitive advantage by following little-known B2B best practices
  • Find the bravery to reject consensus opinion and embrace contrarian marketing ideas
  • Identify B2B marketing trends to achieve success in 2022 and beyond

  • B2B

Getting The Yes! – A Simple Blueprint For Getting Your Raving Fans On Camera

Presented by Teraleap
  • Alexander Ferguson, TeraLeap
  • Alexander Ferguson

After this session, you’ll be able to:

  • Apply the three most important practices to get customers to agree to be on video
  • Start using data-driven email templates in your outreach proven to get more stories
  • Understand the best ways to capture your customers on video efficiently with maximum quality

This talk is ideal for marketers at B2B and technology companies looking to grow their library of customer videos.

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

  • B2B
  • Video Marketing

10:30am - 11:00am

Networking Break

11:00am - 11:30am

But, I’m Not Creative: How to Battle Imposter Syndrome, Perfectionism and Gate Keeping

  • Kyle Fox, Duke University
  • Kyle Fox

After this session, you’ll be able to:

  • Reflect on your creative skills and abilities
  • Begin feeling comfortable with your creativity
  • Understand how Imposter Syndrome, Perfectionism, and Gate Keeping may be impacting your creativity

  • Creativity
  • Professional Development

Demystifying the Metaverse: Future-Proof Your Marketing Plans, Now DeLorean Free

  • Joe Cox, The Pop-Marketer
  • Joe Cox

After this session, you’ll be able to:

  • Use the Pop-Marketing Method to break down and better understand future marketing trends
  • Understand the buzzword-free definition of the future metaverse and what it really means for marketers today
  • Empower this year’s marketing plans while preparing for the future

  • Emerging Technology
  • Metaverse

Take Your Head Out of the Clouds and Put Your Content There Instead

Presented by Sitecore
  • Jill Grozalsky Roberson, Sitecore
  • Jill Grozalsky Roberson

11:45am - 12:15pm

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

Incorporating TikTok Successfully Into Your Influencer Marketing Strategy

  • Danielle Wiley, Sway Group
  • Danielle Wiley

After this session, you’ll be able to:

  • Select TikTok influencers that are right for your campaign
  • Craft a set of post instructions that will give creators the essential facts about your brand but not hold them back creatively
  • Measure your campaign’s effectiveness against your brand’s KPIs

This session is for brand marketers who have experience in influencer marketing on platforms such as blogs, Instagram, Facebook and Twitter and who want to extend that work into TikTok.

  • Content Marketing
  • Influencer Marketing
  • Social Media

Proven Methods to Align Your Marketing and Sales Teams for Maximum Revenue Growth

Presented by LAIRE
  • Todd Laire, LAIRE Digital Marketing
  • Todd Laire

After this session you’ll be able to:

  • Break down team silos with actionable tips for improved communication
  • Foster collaboration around centralized goals
  • Create alignment around one common buyer experience
  • Contribute to the top line of company-wide initiatives

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

  • B2B
  • Marketing Operations

12:15pm - 1:15pm

Lunch & Networking Break

1:15pm - 1:45pm

How to Become a Thought Leader and Influencer on LinkedIn

  • Lindsey Boggs, Quantum Metric
  • Lindsey Boggs

After this session you will be able to:

  • Establish a personal brand with specific keywords to gain followers and views which will help pave the way to be viewed as a thought leader on LinkedIn
  • Bolster your personal brand by learning what to post, what times to post, and who to engage on LinkedIn to go viral
  • Become a champion for your company’s professional brand and help marketing content go viral
  • Learn why “”6 degrees of separation”” is no more, and why connecting and engaging on LinkedIn is so important for your brand
  • LinkedIn
  • Social Media

Where to Focus Your SEO Efforts to Have Greater Impact

  • Patrick Stox, Ahrefs
  • Patrick Stox

After this session, you’ll be able to:

  • Conduct keyword research in many different ways
  • Discover new content ideas and write the content in a way that actually gets traffic
  • Determine what links move the needle and how you can quickly drive value
  • Prioritize your technical efforts to focus on what will have the most impact

Who should attend?
Anyone who wants to find out what it really takes to be successful in SEO. SEOs with at least a few years of experience or those building an in-house SEO team will see a lot of new opportunities for growth.

  • SEO & Search

2:00pm - 2:30pm

What’s Trending? How to Break Free from the Buzzwords for Hyper-Focused SEO

  • 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

Getting Started with AB Testing

  • Brian Massey, Conversion Sciences
  • Brian Massey

After this session you’ll be able to:

  • Collect and manage ideas
  • Determine which ideas should be AB tested
  • Understand the limitations of AB testing

  • Lead Gen / Conversion / Retention
  • UX & Design
  • Website

3:30pm - 4:00pm

Think Different: The Boundaries of Creativity Are Meant to be Pushed

  • Tyler Farnsworth, Campfire
  • Tyler Farnsworth

After this session, you’ll be able to:

  • Look to the edges to help propel new levels of creative thought inside your organization
  • Gain an elevated perspective of what’s possible
  • Return to the office ready to rock the boat and create your own future

  • Consumer Behavior
  • Creativity
  • Customer Experience

Artful Community Engagement: Three Ways to Develop Fail-Proof Participatory Campaigns

  • Karlie Justus Marlowe, North Carolina Musem of Art
  • Karlie Justus Marlowe

After this session, you’ll be able to:

  • Identify your organization’s biggest fans and turn their stories into meaningful content
  • Convert your organization’s challenges into opportunities to engage your customers
  • Cut through the clutter to create campaigns that genuinely surprise and delight

  • Content Marketing
  • Customer Experience
  • Storytelling

4:00pm - 5:00pm

Closing Reception