Phoenix, AZ

The Digital Marketing Essentials cover the online marketing fundamentals for all areas of online marketing including: Website Strategy, Usability, Search Engine Marketing, Email Marketing, Online Reputation Management, Social Media, and Analytics.

Tactics & Execution workshops are designed especially for marketers who have already mastered the basics.  This workshop track   provides actionable lessons on how to improve online marketing efforts via vehicles you are likely not already employing.  

The Social Media Marketing workshop track offers intensive workshops that cover proven strategies for effectively using social media to strengthen relationships with members, find new members, reduce costs, and drive attributable revenue.

8:15AM - 10:15AM

10:30AM - 12:30PM

12:30PM - 1:00PM

Lunch

1:15PM - 3:15PM

3:30PM - 5:30PM

8:30AM

Welcome

8:45AM - 9:45AM

Keynote: Strategy, tools and techniques: How the World’s Most Talkable Brands utilize Facebook, Twitter, Apps, Mobile and other tools to Drive Viral Success

Brand marketers hear all the buzz about social media but what do they really need to know?  Learn how brands are utilizing social tools and integrating word of mouth into their marketing strategies and getting results.  It goes beyond building a Facebook page, creating a Twitter account or blog.  Hear from the brands who are gaining success, building brand advocates, and showing measureable results.

• Jeramie McPeek, Vice President, Digital, Phoenix Suns

9:45AM - 10:15AM

Break

10:15AM - 11:00AM

The Convergence of Search, Social & Content Marketing

Content is the new marketing. Social media is grabbing all the headlines. Search gets more powerful every year. But how do they all play together? How do you increase your odds of being found both in search and social media? How will you consistently create content your market will enjoy?  Join Arnie as he walks you through a step-by-step approach that any organization can follow to reach millions online.  

• Arnie Kuenn, President, Vertical Measures (@ArnieK)

How to Convert More Visitors to Customers: A systematic, repeatable approach to increasing conversion rates by 30%-250%

First-page Google rankings and gobs of traffic are useless unless your website and landing pages convert visitors to paying customers at a profitable rate. Jam-packed with specific examples and actionable ideas, this session will provide you with a proven framework that you can use to immediately increase your website conversion rates.

• Matt Dombrow, Master of Clickability, Clixo (@mattdombrow)

Achieving & Measuring Integrated Demand Marketing: The 7 Key Factors of a Named Account Marketing Plan

Closing new business with key accounts is essential to B2B company success. Learn how to craft an effective strategy for fully integrated demand generation named account programs using the key success factors of sales and marketing alignment, online/offline tactics, list selection, and comprehensive analytics for maximum ROI impact. Specifically, this session will teach you how to combine online and offline campaign strategies to reinforce your value proposition, obtain the necessary internal buy-in and support, and use appropriate campaign attribution.

Focus: B2B on Named Account, Demand Generation, Integrated Marketing

• Laura Laney, Sr Demand Generation Manager, Adobe Systems

11:00AM - 11:45PM

How to Develop, Implement and Manage Cross-Channel Real-Time Marketing Campaigns that Generate Astonishing ROI

The rise of media channels and rich databases is helping marketers speak to customers with new, amplified relevancy, but if we’re not careful these opportunities can turn into unleveraged silos that detract from other initiatives instead of adding to the impact of integrated marketing campaigns. This session will provide insightful case studies that teach you how to harness these powerful platforms to drive ROI by as much as 500%.

Focus: B2C/B2B Automated Cross-Channel Dialogue Marketing

• Brian Fabiano, Author, Neuromarketology (@fabcomlive)

Identifying and Measuring Social Media Brand Advocates

How do you determine an influencer in the social media world? What do you do with these influencers once you have identified them? How do you measure Advocacy and Loyalty?  Learn the answers to these questions and more.

Focus: B2C on Social Media, Analytics

• Lise Brende, Director of Marketing Analytics, Bing & MSN, Microsoft (@lisebrende)

The Findability Formula for Twitter: "Tweet" to the top of search results

This session dispells the myths around Twitter and focuses in on strategy, tactics and tools you can use to successfully market your business by building a community following, setting up and optimizing your Twitter account to be found, tips on what to and what not to Tweet about and finally how to get real business from Twitter.

• Heather Lutze, CEO & Founder, Findability Group Search Marketing (@HeatherLutze)

11:45AM - 12:45PM

Lunch

12:45PM - 1:30PM

Topic Modeling - The Art of Writing Content for Your Readers and the Search Engine

From simply checking to see what words a documents uses in order to determine where to rank it in the SERPs (search engine results pages) to studying human language syntax and Topic Modeling, LSI (latent semantic indexing) and LDA (latent dirichlet allocation), search engines continue to improve their understanding of what we mean when we write and what we mean when we search. This session will help you understand what the search engines already know and where they're headed, so you can write beautifully edited, compelling content for your websites that attracts search bots and readers alike and leads to higher conversions online and off.

Focus: B2B/B2C on SEO

• Gillian Muessig, President, SEOmoz.org (@SEOmom)

Mobile Marketing: How to get results in less than 24 hours.

Learn how a Las Vegas casino creates successful campaigns from concept to green backs in just a few hours time and engages the typically non-techie Baby Boomers along with the broader 30+ crowd via mobile devices.

Focus: B2C on Social Media, Mobile

• Andjelika Martin, Web Marketing & Development Director, M Resort (@Andjelika007)

Why Social Mobile Marketing is Essential to Your Business: Dominate in Local Search

In this session, you'll be taught how to use your phone to leverage Google Places, bundle free tools together for automated marketing, and actually look like a local business - even if you're not. You'll also learn how to leverage offline marketing to drive online business, as well as capitalize on geo-local Facebook tools that are nothing short of essential to your local search success.

Focus: B2B/B2C Social Media, Geo-location

• Matthew O'Brien, Social Media Marketing & Online Branding Strategist, Mint Social (@Buzz_Social)

1:30PM - 2:15PM

The New Revenue Engine-Empowering Revenue Performance Management

The need for sales and marketing alignment is no new concept to organizations in fulfilling the need to drive revenue.  This session explores Revenue Performance Management, a strategy for managing a company’s interactions with buyers through the entire purchase process to enable more predictable, rapid, and profitable revenue growth.  You will hear the new realities of growing revenue such as changing buyer behavior and an evolving buying process and how companies can build their own revenue engines by leveraging the right tools, platforms, and communication approaches.

Focus: B2B on Demand Generation

• Alex Shootman, Chief Revenue Officer, Eloqua (@shootman)

Power Up Your Email Marketing with Cutting Edge Design

Your email fights for attention in a crowded inbox.   At each stage, subscribers will consider whether to read their emails by their subject line, urgency, value, and interest. This seminar will help you understand the five stages of email viewing, and what you must consider in the from line, subject line, copy, and design to get it opened and acted upon.

Focus: B2B/B2C on Email Marketing

• Laurie Beasley, Owner, Beasley Direct Marketing

Advanced Settings to Get Better Results from PPC & Display Ads

Learn tips for using the latest advanced features and hidden settings for PPC & Display along with an unprecedented look at best practices for 2011. 

Focus: B2B/B2C on PPC, Online Advertising

• Jamie Smith, CEO, Engine Ready (@EngineReady)

2:15PM - 2:30PM

Break

2:30PM - 3:15PM

Leveraging User Generated Content for SEO and Conversion 

As various forms of UGC become more common on typical commerce-enabled sites, it is vital to understand how, where and when to use the content.  This talk will leverage multiple case examples to outline a series of UGC best practices for improving conversion rates, PPC performance and SEO.

Focus: B2B/B2C on Social Media, SEO, PPC, Conversion

• Eric Moore, Group Product Manager, Bazaarvoice (@Bazaarvoice)

Using the Data You Have to Drive Marketing ROI Across All Channels

 
Learn how and why companies like Cisco, Intel and Workday- pioneers of “Integrated Digital Marketing” are leveraging Customer Intelligence data to beat the competition and maximize sales & marketing ROI.
 
Focus: B2B/B2C Integrated Marketing, Analytics

• Thad Kahlow, CEO, BusinessOnline

Digital Marketing Program Planning:  How to Evaluate the Performance of Your Current Program and Prioritize for Return

Mike Corak, ethology’s EVP of Strategy and digital marketing veteran, will take participants through a proven methodology designed to understand how to evaluate company’s current digital marketing program is performing, and how to identify opportunities to improve results across all tactics.

And yes, there will be lasers!

Focus:  Digital Marketing Strategy, Content Marketing, SEO

• Mike Corak, VP, Strategy, ethology, a Tallwave Company (@MikeCorak)

3:15PM - 4:00PM

Starting and Promoting an Online Retail Business

In this session, find out how Full Speed Marketing grew a very niche-specific side project into a successful business venture, with high search visibility and a strong social presence. You'll learn how they effectively leveraged search, social, and analytics to overcome their start-up disabilities and actually turn an impressive profit, translated into lessons that you can readily put to work in the office tomorrow.

Focus: B2C on Search and Social Media

• Joshua Ziering, Owner, Full Speed Marketing (@joshuaziering)

Looking for love – or leads – with Facebook ads

This fun and revealing case study, centered on how romantic PPC ads on Facebook drove qualified dates to this marketer's door, will teach you how to bring highly-targeted traffic to your ads, maximize ROI in the auction-based ad system, create custom landing pages with free apps, and generate secondary buzz through creative Facebook campaigns.

Focus: B2C/B2B Social, PPC

• Matt Simpson, Director, Interactive & Client Services, Bulbstorm (@ScribeDevil)

SEO Auditing Post Panda and Best Practices

If you were affected by the Google Panda update, don’t yet conduct regular site audits, or simply work in the field search engine optimization, this session is for you. We’ll walk through the biggest Panda issues, as well as discuss real-life case studies of sites that slipped and sites that succeeded. You’ll learn top tips for auditing your own sites, directly from the audit experts at SyCara, and when you leave this session you'll have the confidence and ability to thrive in this new SEO environment.

Focus: B2C/B2B Search

• Fionn Downhill, CEO & President, Elixir Interactive (@fionnd)

4:00PM - 5:00PM

Keynote Panel: Social Media "hotseat" 

Hear from both your marketing peers and the world's elite brands as they delve into how their organization has evolved into a successful social business.  From internal Social Communciation policy to business unit alignment and of course getting buy-in from the Big Kahuna(s).. insights, stories, and in essence one giant case study on how to succeed and avoid potholes along the way.

• Thomas Ballantyne, Director of Marketing, Bulwark Pest Control (@Thos003)
• Lise Brende, Director of Marketing Analytics, Bing (@lisebrende)

5:15PM - 6:30PM

Meet Up

8:30AM - 10:00AM

Tools Demo

10:00AM - 10:15AM

Session Interval 

10:15AM - 11:30AM

Tools Demo