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Agenda

Session Filters

Day 1 Wednesday, March 27

9:00 am - 9:45 am

Winning with a Channel-Specific Content Program

  • Erin Gulden, U.S. Bank
  • Erin Gulden
  • Develop personas to understand your audience and primary channels
  • Identify desired action prior to content creation
  • Use message maps to align content across channels
  • Use data to refine and optimize your growing program
  • Content Marketing
  • Strategy

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 Marketing
  • Emerging
  • Strategy

9:55 am - 10:40 am

Getting Executive Buy-In for Content Marketing

  • Deana Goldasich, Well Planned Web
  • Deana Goldasich
  • Assess where your executive team stands on understanding content marketing
  • Understand what will resonate most with your executives — the “light bulb” moments
  • Tackle the inevitable ROI discussion
  • Ensure continued buy-in over time
  • Determine the fears and motives that often blur executives’ view of content marketing
  • B2B
  • B2C
  • Content Marketing
  • Strategy

How to Build Better Emails Faster with Modular Design

  • Dan Caro, Whereoware
  • Dan Caro
  • Cut email design, build time, and testing in half, while boosting quality
  • Use data to build flexible templates and modules
  • Apply actionable tips and efficient tools to get started with modular design
  • B2B
  • B2C
  • Email Marketing

10:50 am - 11:35 am

Tips, Tools, and Tactics For More Successful Content

  • Paxton Gray, 97th Floor
  • Paxton Gray
  • Access free templates to improve/speed up keyword research specifically for content creation
  • Acquire new tools in the industry to help with content creation
  • Use data to produce content your audience will want
  • Examine the human algorithm and its effect on content marketing strategy
  • B2B
  • B2C
  • Content Marketing
  • Data

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 Marketing

11:45 am - 12:30 pm

Content as a Force of Transformation and Alignment in Your Organization

  • Carlos Abler, 3M
  • Carlos Abler
  • List 20 approaches for using content to drive change and alignment in your organization.
  • Build and leverage multi-layered transformational roadmaps to drive coherency across digital initiatives
  • Apply cross-functional collaboration methodologies and integrate them into existing routine business cycle activities
  • Employ best practices for where, who and how to integrate collaboration methods into the natural course of business processes
  • Align a holistic view of content ROI to roadmap phases and dependencies.
  • B2B
  • B2C
  • Content Marketing
  • Strategy

Personalizing Emails and Notifications to Drive Customer Success

  • Alyssa Jarrett, Iterable
  • Alyssa Jarrett
  • Develop strategies for leveraging customer data to personalize email, mobile push, SMS and more
  • Apply email marketing tips from real-life examples of e-commerce industry leaders like Wayfair, Walmart, and Nordstrom
  • Understand how to personalize cross-channel messages without being creepy
  • Map out the customer journey to trigger automated marketing campaigns from activation to re-engagement
  • Email Marketing
  • Strategy

12:30 pm - 1:00 pm

Lunch Break

1:00 pm - 1:45 pm

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 Marketing
  • Video Marketing

Five Email Programs You Think You’re Doing Well, But Aren’t

  • Ryan Phelan, Origin Email
  • Ryan Phelan
  • Understand how tweaks to Acquisition, Attrition, Segmentation, Transactional and Marketing Automation can close the revenue gap
  • Avoid common mistakes some of the world’s top brands have made
  • Work smarter with some of the advanced features that exist in nearly all Email Service Providers
  • B2B
  • B2C
  • Email Marketing

1:55 pm - 2:40 pm

Creating Content That Moves, Sings And Smiles

  • Lauren Teague, Convince & Convert
  • Lauren Teague
  • Understand the differences between social media posts and stories, and when to use them to reach your intended audience.
  • Use different types of content to capture attention and drive engagement with your audience.
  • Know which tools you can start using immediately to create videos, audio-based content and personalized stickers from your phone or computer
  • Content Marketing
  • Conversion
  • Social Media
  • Video Marketing

Better Than The Newsletter: Eight Ways to Deliver Relevance with Email Marketing

  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema
  • Utilize email marketing to fortify customer relationships with timely announcements, meaningful introductions, cross-sell opportunities and win-back campaigns
  • Implement a self-segmentation strategy in which subscribers convey what’s most important to them
  • Reap the benefits of a well-planned educational on-boarding series
  • Understand where to start when crafting effective email nurture campaigns
  • B2B
  • B2C
  • Content Marketing
  • Email Marketing

2:50 pm - 3:35 pm

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 Marketing
  • Strategy

How to Build a Great Email Subscriber Experience (ESX) and Maximize Engagement

  • John Thies, Email on Acid
  • John Thies
  • Implement tips on how to avoid Spam filters
  • Effectively use the Subject line and Preheader text to encourage a subscriber to open your email
  • Use Personalization and Segmentation to enhance the subscriber experience
  • Understand why having an Accessibility strategy is critical to a campaigns success
  • Comprehend how Voice Assistance technologies (Google Home, Amazon Alexa, SIRI, etc.) are going to change the way subscribers interact with email
  • Data
  • Email Marketing
  • UX & Design

3:45 pm - 4:30 pm

Good Content Isn’t Enough. It’s About Creating With Purpose

  • Amanda Carroo, Two Octobers
  • Amanda Carroo
  • Better understand how to develop content that addresses the needs of your customer, meeting them where they are in the sales cycle
  • Develop a content plan that identifies which stage of the journey the customer is in, what needs to be accomplished, and how to ensure the content you create is search engine optimized
  • Break down measurements and identify key performance indicators that align with business value
  • Content Marketing
  • Strategy

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 Marketing
  • Emerging

4:30 pm - 5:00 pm

Closing Reception

Join us at Everything: Content & Email, 3/27/2019