Agenda | Digital Summit Kansas City

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 Tuesday, November 08

8:30am - 12:30pm

Preparing for Google Analytics 4 (GA4): What You Need to Know Today

Masterclass
  • Alan K’necht, K'nechtology Inc.
  • Alan K’necht

At the end of this Masterclass, you’ll be able to:

  • Understand the difference between Google’s Universal Analytics (UA) and the new GA4 data
  • Create a measurement plan and apply that to your GA4 reporting
  • Define conversion within GA4
  • Apply UTM tagging for campaign tracking within the newly defined channels
  • Create custom reports within GA and create and apply filters
  • Leverage the new features of GA4’s Explore (formerly Custom Reports)
  • Leverage the power of data visualization to create more engaging and interactive reports
  • Develop an annotation tracking methodology

Included with Platinum Passes, upgrade required for Main Event Passes
  • Data & Analytics

Building the Brand Trifecta: Develop the Three Key Messaging Components that Win More Work

Masterclass
  • Kate DiLeo, Kate DiLeo Branding
  • Kate DiLeo

At the end of this Masterclass, you’ll be able to:

  • Hone in on your brand’s personality and tone of voice, so that your message authentically sounds and seems like you
  • Define what “ideal” looks like for your target audiences and uncover the bottom-line heart pain you solve for each
  • Develop the three key brand messaging components that provoke the prospect to want to have a conversation with you
  • Clarify how to deploy your brand to get more prospects to the table, more users who click, and more customers who buy

Who should attend? This session is for marketing leaders who have direct responsibility for developing and implementing a brand strategy in alignment with their organization’s sales and marketing goals.

Included with Platinum Passes, upgrade required for Main Event Passes
  • Branding

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

Brand Voice Is the New Logo

Keynote
  • Ann Handley, MarketingProfs
  • Ann Handley

Brands need to stand out and build trust in today’s noisy world. But instead of using our words, we fiddle over fonts and diddle over design.

Brand voice matters. In this high-energy talk, the world’s first Chief Content Officer Ann Handley will teach you:

  • To supercharge your voice,
  • How your skills matter to your brand, and
  • The real key to standing out in the monsoon of Marketing.

Don’t miss this talk, which will give you renewed vigor for Marketing & your own voice.

2:30pm - 3:00pm

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

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

After this session, you’ll be able to:

  • Better understand the market trends shifting to the cloud and the benefits, and determine if cloud-driven content is right for your business
  • Build a cloud checklist to evaluate technology that’s suited for your needs
  • Develop more authentic content experiences for your audience, based on proven tactics of cloud-based use cases”

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

  • Content Marketing
  • Marketing Operations

Building the Brand Trifecta: Develop the 3 Key Messaging Components of a Brand that Win More Work

  • Kate DiLeo, Kate DiLeo Branding
  • Kate DiLeo

After this session, you’ll be able to:

  • Implement best practices for developing a strong brand that truly creates the path of least resistance to revenue for your company
  • Apply the three key brand components that provoke the prospect to have a conversation
  • Clarify how to organize your brand message for getting more prospects to the table, more users who click, and more customers who buy

  • Branding

Leverage Email Automation to Boost Your Sales Team’s Closing Success

  • Kevin Snow, Time on Target
  • Kevin Snow

After this session, you’ll be able to:

  • Identify key points in your sales process where you can insert automated emails that support the prospect’s buying process
  • Create automated emails that map to specific sales stage goals
  • Use prospect behavior to identify your prospects’ position in the sales process and send more timely and relevant emails

This session is for digital marketers that support a sales team or support owners that actively conduct face to face sales activities; and want to shorten their sales cycle and increase their close rate.

  • Automation
  • Email Marketing
  • Lead Gen / Conversion / Retention

3:15pm - 3:45pm

Making Your Data Talk/Sing For You: Use the Power of Storytelling to Influence Action

  • Alan K’necht, K'nechtology Inc.
  • Alan K’necht

After this session, you’ll be able to:

  • Use data visualization tactics to turn 1,000-word explanations into a quick and easy-to-understand single image
  • Apply the elements of storytelling to share the value of your data
  • Understand the difference between precise vs accurate data and how to leverage the power of accurate analytics data

  • Data & Analytics
  • Storytelling

“Why” Into “We”: Building Brand Affinity by Understanding Your True Brand Identity

  • Chad Reynolds, Sporting Kansas City
  • Chad Reynolds

After this session, you’ll be able to:

  • Understand the importance of positioning your true brand identity as your product
  • Focus on the experiences that will keep your fans coming back again and again
  • Create strong brand affinity and get your audience to start saying “we” about your brand

  • Branding

5 Digital Hacks To Steal Your Competitor’s Traffic

Presented 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

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

  • Digital Ads

4:00pm - 4:30pm

Entity SEO: The Rise of the Machines

  • Grant Simmons, Brilliant Strategy
  • Grant Simmons

After this session, you’ll be able to:

  • Appreciate why entities are key to better search engine understanding and ranking
  • Apply entity research methods to find opportunities and gaps in topic coverage
  • Connect relevant pages to data sources, and internally, to improve topical authority
  • Build a more complete website that fully satisfies both users and search engines

  • Content Marketing
  • SEO & Search
  • Website

Engaging the NextGen: Optimizing for Reels, TikTok and Other Video Media

  • Hope Horner, Lemonlight
  • Hope Horner

After this session, you’ll be able to:

  • Master platform specific video content for TikTok, Reels, YouTube Shorts and more
  • Better reach Gen Z by understanding what makes them different from other generations
  • Combat ad fatigue and capitalize on second screen media to captivate audience attention

This session is for digital marketers who have several years’ experience with video marketing and want to understand how to reach new audiences more effectively and better understand emerging distribution channels.

  • Consumer Behavior
  • Content Marketing
  • Social Media
  • Video Marketing

Entrepreneurial Marketing: How to Trounce the Liability of Newness with Influencers

  • Kevin Heupel, Oklahoma State University
  • Kevin Heupel

After this session, you’ll be able to:

  • Reduce the liability of newness impacting a product/service launch
  • Establish legitimacy to overcome the liability of newness
  • Use influencers as social actors to trounce the liability of newness
  • Select, manage, and evaluate influencers based on your business’ goals and needs
  • Identify marketing tools to help you manage influencer programs

This session is for digital marketers who want to successfully market a new product/service by establishing legitimacy in the eyes of potential buyers through the use of influencers as social actors.

  • Entrepreneurial Marketing
  • Influencer Marketing
  • Product Marketing

4:30pm - 5:30pm

Opening Reception

Day 2 Wednesday, November 09

8:30am - 9:00am

Emotion and the Customer Journey: Go Beyond the NPS to Improve Your Customer Experience

  • Michelle Stinson Ross, Feelalytics
  • Michelle Stinson Ross

After this session, you’ll be able to:

  • Identify how emotion impacts micro conversions along your customers’ journey
  • Implement a customer feedback strategy that goes beyond the NPS
  • Adjust customer engagements based on feedback

  • Consumer Behavior
  • Customer Experience
  • Data & Analytics

Problem Solving Tactics for SEO Success

  • Corey Morris, Voltage
  • Corey Morris

After this session, you’ll be able to:

  • Recognize specific SEO challenges and areas that can tank the best strategies and plans
  • Engage with the right stakeholders and navigate through to specific resolutions to your SEO problems
  • Find the space in between strategy and tactics to solve problems before they happen and when in the midst of them

This session is for digital marketers who are responsible for or connected with SEO strategy, tactical execution, or are stakeholders to SEO performance and success.

  • SEO & Search

Digital Transformation: A Survivor’s Guide

  • Keith Lehman, Hill's Pet Nutrition
  • Keith Lehman

After this session, you’ll be able to:

  • Begin the journey to digital transformation and understand how to right-size your efforts
  • Implement proven capabilities that will support your organization’s digital transformation
  • Identify the agile principles being applied across the world

  • Culture, Impact & Leadership
  • Marketing Operations
  • Strategy

9:15am - 9:45am

The Science of Art: Emotional Data Collection & Purpose

  • Nina Stanley, MOD Worldwide
  • Nina Stanley

After this session, you’ll be able to:

  • Define Emotional Data and understand how consumers make decisions (and how they can be persuaded to make a certain choice)
  • Adjust your marketing strategies based on the paradox of choice
  • Select the right creative elements (like font, color, design) to optimize the effectiveness of your marketing assets

  • Consumer Behavior
  • Data & Analytics

Cluster Analysis: The Key to Personalizing Your Marketing Strategy

  • Luke Youtsey, Evolytics
  • Luke Youtsey

After this session, you’ll be able to:

  • Apply top data science methods to segment customers
  • Create data driven segment personas
  • Activate the segment personas

  • Consumer Behavior
  • Data & Analytics
  • Personalization

Almighty Artifacts: 3 Powerful Content Strategy Artifacts That Truly Support Your Content Lifecycle

  • Rebecca Nguyen, Indeed
  • Rebecca Nguyen

After this session, you’ll have the right artifacts to:

  • Prove the value of your content with data
  • Easily scale and govern your content choices across teams
  • Streamline the feedback process, saving you a TON of time and heartache

BONUS: You’ll also get access to ready-made artifact templates that you can personalize for your own use.

  • Content Marketing
  • Data & Analytics

10:00am - 10:30am

The Evolution of Influence: Rethinking How B2B Brands Partner With Experts

  • Ashley Zeckman, Onalytica
  • Ashley Zeckman

After this session, you’ll be able to:

  • Align Influencer Marketing tactics with business objectives
  • Find the right influencers that align with your brand POV
  • Take steps to gain concept buy-in from internal stakeholders
  • Understand why you should centralize your B2B influencer marketing efforts

  • B2B
  • Influencer Marketing

A Proven Content Strategy for Ranking On Page One of Google

  • John Triplett, Ignite Visibility
  • John Triplett

After this session, you’ll be able to:

  • Create content guidelines by analyzing what performs best
  • Ideate and create content with both your audience and Google in mind
  • Rank your content on the first page with a proven strategy for any business vertical

  • Content Marketing
  • SEO & Search

How to Effectively Engage with Social Media Comments and Grow Brand Love

  • Christina Milanowski, Curious Plot
  • Christina Milanowski

After this session, you’ll be able to:

  • Avoid the common mistakes that brands make with community management
  • Engage your audience with personality and help stoke brand love
  • Apply best practices for fostering valuable conversations and understand why social engagement is one of the most important aspects of social media in 2022
  • Develop a playbook for how to respond to both fun and sensitive/negative situations

  • Customer Experience
  • Social Media

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Reverse-Engineering Marketing Performance (and Fake News)

  • Justin Watkins, Native Digital
  • Justin Watkins

After this session, you’ll be able to:

  • Break down your large marketing initiatives into smaller, more manageable tactics
  • Create quicker feedback loops on your results
  • Reallocate time & budget based on wins & losses

  • Marketing Operations

Using Data to Drive Email Marketing Relevance… and Revenue

  • Jessica Best, Barkley
  • Jessica Best

After this session, you’ll be able to:

  • Choose data to use in email that impacts the bottom line, a.k.a. bolsters email ROI
  • Acquire data so that it’s ready to use in marketing and sales, while honoring your customers’ expectations
  • Care for your first party data in today’s privacy-obsessed and preference-led world
  • Use data to determine the content of your email marketing, through personalization or segmentation

  • Data & Analytics
  • Email Marketing
  • Privacy

How Content Can Become Passive Income For Your Business

  • Gia Bersani, Wayfair
  • Gia Bersani

After this session, you’ll be able to:

  • Understand how content creation can lead to passive income for your business
  • Accurately calculate the cost of content creation
  • Identify projected revenue of your content over time
  • Determine the best places to focus your content strategy in order to generate passive income

  • Content Marketing
  • SEO & Search

11:45am - 12:15pm

What’s Love Got To Do With It? Scaling Community and Brand Affinity Through Advocacy

  • Christina Garnett, HubSpot
  • Christina Garnett

After this session, you’ll be able to:

  • Apply new engagement and activation tactics to nurture your audience and mature them into community members and advocates
  • Implement a social listening plan to help you identify and maintain a connection with the people who you want to love your brand
  • Define your objectives and key results (OKRs) and set up a reporting structure to measure success

This session is for digital marketers tasked with fostering positive sentiment and community growth, and professionals who would like to launch programs that are set up for scale or have hit a wall with their current efforts.

  • Branding
  • Consumer Behavior
  • Customer Experience
  • Social Media

Future Proofing Your Instagram Approach

  • Lauren Teague, Convince & Convert
  • Lauren Teague

After this session, you’ll be able to:

  • Reset your Instagram approach to maximize on sweeping platform changes
  • Apply a Creator’s mindset to Instagram content
  • Measure Instagram success using non-vanity metrics

  • Social Media

How to Leverage MarTech Tools for Growth Marketing

  • Valerie Jennings, Jennings Social Media & MarTech
  • Valerie Jennings

After this session, you’ll be able to:

  • Establish MQL and SQL goals with your marketing and sales teams to create a growth marketing strategy
  • Streamline the prospecting and sales process using performance-based AI and MarTech-focused strategies
  • See how new MarTech platforms can help track, measure and amplify your success on LinkedIn and other channels to support lead generation

  • Content Marketing
  • Emerging Technology
  • Lead Gen / Conversion / Retention
  • MarTech
  • Paid Advertising
  • SEO & Search

12:15pm - 1:15pm

Lunch & Networking Break

1:15pm - 1:45pm

Creating Branded Social Content for Gen Z – Like Gen Z

  • Hunter Ellenbarger, Star Quality
  • Hunter Ellenbarger

After this session, you’ll be able to:

  • Understand the meaning of ‘social-first’ creative
  • Conceptualize effective social-first content for your brand
  • Develop strategies to better engage and co-create with influencers

This session is for digital marketers who would like to understand how to optimize their social creative to be more effective and engaging.

  • Content Marketing
  • Gen Z
  • Influencer Marketing
  • Social Media

I Like You, I Buy You. Frameworks for Affinity-Driven Performance

  • Shelby Mathews, Native Digital
  • Shelby Mathews

After this session, you’ll be able to:

  • Diagnose wastage in media spend and duds in messaging
  • Identify how to build brand affinity in messaging and brand gestures
  • Implement a message framework for all stages of your customers’ journey

  • Branding
  • Content Marketing
  • Lead Gen / Conversion / Retention

From Conflict to Collaboration: 3 Ways to Solve the Rift Between Your Sales and Marketing Teams to Achieve New Levels of Success

  • Brittany Drozd, Brittany Drozd Coaching
  • Brittany Drozd

After this session, you’ll be able to:

  • Identify your role in creating team alignment
  • Increase your influence to change outcomes
  • Implement culture-building tools for engagement
  • Lead a team that is aligned and performs
This session is for agency leaders who want to build collaborative teams and a culture that retains top talent and wins more business.
  • Culture, Impact & Leadership
  • Marketing Operations

2:00pm - 2:30pm

Battening Down the Omni-channel Hatches: Best Practices for Retail and B2C Marketers

  • Jeff Roach, SCS
  • Jeff Roach

After this session, you’ll be able to:

  • Understand how consumers are becoming omni-channel shoppers and the stats driving at a new purchase path for retail consumers
  • Apply the critical tactics needed to deliver a stronger omni-channel shopping experience
  • Execute an omni-channel path-to-purchase consumer journey framework

This session is best for brand marketers who sell at big box and traditional retail channels and who need to support their brand sales through Amazon and DTC e-commerce.

  • B2C
  • Consumer Behavior
  • Ecommerce
  • Omnichannel

5 Tips for Building a Brand Effectiveness Plan

  • Dawn Stone, The Conflict Chick Inc.
  • Dawn Stone

After this session, you’ll be able to:

  • Effectively use data to evaluate your brand
  • Apply a social media checklist to test your brand effectiveness
  • Implement a 30-day brand effectiveness calendar to connect more with your target customers

  • Branding

From the Ground Up: Building a Content Strategy for a Niche Industry

  • Niki Mosier, AgentSync
  • Niki Mosier

After this session, you’ll be able to:

  • Identify the key components of a successful content strategy and what to focus on when starting from scratch
  • Prioritize your content based on your resources and potential impact
  • Walk away with actionable items to start implementing today while doing the foundation work of building a content strategy

  • Content Marketing

2:45pm - 3:15pm

Is It Ok To Cross the Sauce? How Cross-Posting Can Help You Reach a Wider Audience

  • Burton Kelso, Integral!
  • Burton Kelso

At the end of this session, you’ll be able to:

  • Determine if cross-posting is right for your social media campaigns
  • Identify which social media channels to use in your campaigns
  • Effectively cross-post on each platform to avoid the algorithms that will try to downplay your content

  • Content Marketing
  • Omnichannel
  • Social Media

Creating a Keyword Research Driven SEO Strategy

  • Connor Bonam, Dealer Inspire
  • Connor Bonam

After this session, you’ll be able to:

  • Execute actionable keyword research
  • Determine what is worth pursuing when it comes to keyword research, and what tools to use
  • Build an SEO plan that targets relevant users in each section of the buying funnel

This session is for digital marketers who are struggling with keyword research, data, and making comprehensive SEO plans, and are looking for new ways to tackle it.

  • Data & Analytics
  • SEO & Search

Building an Authentic Digital Brand Through Gaming and Esports

  • Sam Kulikov, Kansas City Pioneers
  • Sam Kulikov

After this session, you’ll be able to:

  • Recognize current trends in gaming and esports and how it impacts marketing/advertising
  • Use your brand mission & vision to make more authentic marketing content
  • Create a recurring network of feedback with your community to create content that drives a better ROI
  • Prioritize your marketing dollars to be leveraged in order of importance to your brand growth

This session is for small to large business owners and digital marketers looking to understand how to stand out by creating an authentic digital brand through gaming and esports.

  • Branding
  • Content Marketing
  • Storytelling

3:30pm - 4:00pm

Attention Is The New Currency: How to Leverage Your Personal Brand to Grow Your Business

  • Aaron Fulk, Lillian James Creative
  • Aaron Fulk

After this session, you’ll be able to:

  • Determine what types of content will draw the most attention to your business to grow revenue
  • Lean into your personal brand with confidence in a crowded virtual world
  • Identify the different types of content platforms you can take advantage of to draw attention to your business

  • Branding
  • Content Marketing
  • Customer Experience

Overcoming Imposter Syndrome

  • Cami Travis-Groves, Coach Cami
  • Cami Travis-Groves

After this session, you’ll be able to:

  • Identify self-limiting stories that are at the root of imposter syndrome
  • Learn which inner voice can be trusted and which to ignore
  • Apply ways to overcome imposter syndrome every time it comes up

  • Professional Development

The Secret Sauce: How to Increase Web Conversions

  • Elise Grosdidier, Wallygrow
  • Elise Grosdidier

After this session, you’ll be able to:

  • Apply proven capabilities on your website immediately to boost conversions
  • Implement unique strategies to capture and retain your target audience
  • Create compelling omnichannel content that your audience cannot resist

This session is best for small businesses who want unique and attainable ways to increase online sales.

  • Ecommerce
  • Lead Gen / Conversion / Retention
  • Storytelling
  • Website

4:00pm - 5:00pm

Closing Reception