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Agenda

Session Filters

Day 1 Thursday, March 21

9:30 am - 10:10 am

Deliver the Perfect Email Experience with AI

  • April Mullen, Selligent
  • April Mullen
  • Practical applications of AI in marketing today
  • Why AI is important now and how we got to the tipping point
  • How brands are gaining efficiency as a result of implementing AI in their marketing
  • Email
  • Emerging
  • Strategy

How to Use Original Research to Fuel Your Content Marketing Engine

  • Michele Linn, Mantis Research
  • Michele Linn
  • Share specific ideas with your team about how they can create research-based content
  • Apply easy-to-implement ideas to get started on your next research project
  • Avoid common research mistakes
  • Content
  • Strategy

10:20 am - 11:00 am

3 Steps To Improve Email Deliverability

  • Erin Alemdar, Whereoware
  • Erin Alemdar
  • Use specific criteria to determine if you have a deliverability problem
  • Improve the data and send health of your email campaigns
  • Maintain strong email deliverability and reach the right audience
  • B2B
  • B2C
  • Email

Bring Your Personas and Customer Journey Together Through Content

  • Kelsey Cohen, Bloomscape
  • Kelsey Cohen
  • Execute a content strategy and calendar that nurtures leads and generates insights
  • Analyze and map your marketing personas to your customer journey
  • Create content that connects with each persona at each stage of their customer journey
  • B2B
  • B2C
  • Content
  • Strategy

11:20 am - 12:00 pm

Building Effective Email and List Building Programs in the Wake of GDPR

  • Cory LaGrange, BBR
  • Cory LaGrange
  • Understand how GDPR affects your organization and your marketing programs
  • Debunk the myths surrounding GDPR and marketers in the US
  • Audit your current email, messenger and remarketing lists for GDPR compliance
  • Evaluate your current list building practices for common pitfalls and make appropriate changes
  • B2B
  • Email

Beyond Traffic Reports: Using Data, Organizational Messaging, and Passion to Reinvigorate Your Content Strategy

  • Anna McHugh, Red Hat
  • Anna McHugh
  • Discover your audience and discover your voice
  • Understand your audience’s needs and align around customer challengesUse metadata and taxonomy to understand content performance
  • Identify and use tools and techniques for reinvigorating content strategy by identifying, auditing, and promoting your best content
  • B2B
  • Content
  • Conversion
  • Data

12:10 pm - 12:50 pm

The Feng Shui of Modern Email

  • Jen Capstraw, Iterable
  • Jen Capstraw
  • Recognize design trends that prioritize engagement and accommodate mobile and desktop email clients
  • Better align messaging and calls to action with campaign objectives
  • Boost ROI with personalization that moves the needle
  • Leverage the CTA secret that gets the click—even among disengaged subscribers
  • B2B
  • B2C
  • Email

Building Your Content Team: A Practical Approach to Defining Roles & Responsibilities

  • Joseph Wesolek, Beaumont Health
  • Joseph Wesolek
  • Identify team members as potential sources for content
  • Troubleshoot content gaps and siloes in content production
  • Pinpoint how your content team can improve reach and engagement
  • Content
  • Strategy

12:50 pm - 1:10 pm

Lunch Break

1:10 pm - 1:50 pm

The Hank Moody Guide to Email Marketing: Authentic Messages That Provoke Response

  • Karen Talavera, Synchronicity Marketing
  • Karen Talavera
  • Understand why personality and authenticity is so important and how to convey it in your email
  • Avoid Hank’s relationship mistakes with your customers and subscribers, but instead foster loyalty and appreciation
  • Reveal toxic, dysfunctional patterns in design, operations and strategy before they take root and grow
  • Experience a mindset shift in how you approach and execute email marketing
  • Enjoy some favorite clips from the show along the way
  • Email
  • Strategy

Content Marketing As An Engineering Process

  • Jim Edwards, Spry Ideas
  • Jim Edwards
    • Define and document a content strategy for success
    • Understand the complex journey that customers experience as they engage with your content
    • Use personalized content to facilitate each prospect’s individual buying process

  • Utilize data to optimize prospect nurturing
  • Content
  • Strategy

2:00 pm - 2:40 pm

Re-Engagement that Rocks: Strategies & Tips from Simple to Sophisticated

  • Jen Capstraw, Iterable
  • Jen Capstraw
  • Understand the steps in the lifecycle that warrant re-engagement campaigns
  • Replicate best-in-class examples of re-engagement in action
  • Implement can’t-miss tips that get clicks among disengaged subscribers
  • Conversion
  • Email
  • Mobile
  • Strategy

A Customer-Centric Approach to B2B Video Content Marketing

  • Patty Radford Henderson, Radford Henderson
  • Patty Radford Henderson
  • Create video content to meet the needs of each of the 4 basic buyer personas
  • Make an emotional connection and drive action
  • Prioritize your efforts by greatest potential impact
  • Gain support for your plan with stats and examples
  • Content
  • Video

2:50 pm - 3:30 pm

Optimizing Email Response Through Testing and AI

  • Karen Talavera, Synchronicity Marketing
  • Karen Talavera
  • Identify rookie testing mistakes and how to avoid them
  • Developing and execute mathematically-significant email marketing tests
  • Understand how artificial intelligence and machine learning are shaping optimization opportunities today, and how testing can complement these tools
  • B2B
  • B2C
  • Conversion
  • Email
  • Emerging

Determining the ROI of Your Content Marketing

  • Kenneth Kinney, Ai Media Group/ A Shark's Perspective Podcast
  • Kenneth Kinney
  • Measure your content marketing’s impact
  • Set the right type of metrics for your content strategy
  • Design a winning content marketing game plan that will show ROI and grow revenue
  • B2B
  • B2C
  • Content
  • Strategy

Join us at Everything: Content & Email, 3/21/2019