Denver, CO

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

8:30 AM

Welcome

8:45AM - 9:45AM

Keynote: Vail's Epic Mix: A Case study on Social Influence Strategy Utilizing Location-Based Applications

Join Mike Slone, Interactive Director at Vail Resorts for an inside look at EpicMix and how Vail Resorts capitalized on the social aspect of mountain sports. Discover ways to establish an authentic social presence as Mike describes the development of EpicMix and the social influence marketing strategy that made it all possible.  

• Mike Slone, Interactive Director, Vail Resorts Inc. (@mikeslone)

9:45AM - 10:00AM

Break

10:00AM - 10:45AM

12 Absolutes Towards an Engaged Consumer for Driving Email, Mobile, & Social Success

Can your email drive 21% conversion on a three-touch transaction? Is your social media helping you drive your engagement metric to 84%? How fast is your digital database growing – email, mobile, & social? Through a case study based approach you will see why Social Integration, Intelligent Preference Centers, and Converged Messaging are the three key drivers of a successful email marketing program. 

Focus: B2C on Email, Mobile, Social Media

• Sundeep Kapur, Digital Evangelist, NCR Corp. (@emailyogi)

Unlocking the Value Vault:  How to Unlock and Communicate Unique Value to Increase Conversion Rates

If you can’t convince visitors your product provides more value than your competitors, you have little chance of converting them to a customer. This presentation will arm you with specific techniques you can use to identify, enhance, and communicate unique value to instantly boost your conversion rates, from strategies for identifying key purchase motivators, to case studies that show these value techniques in action.

Focus: B2C/B2B on Conversion

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

B2B Marketing Automation Case Study

Marketing automation is already driving revenue for B2B organizations the world over, and it's time your company enjoyed the same success. This personal case study, covering the marketing automation experiences of a seasoned veteran in the field, brings you actionable lessons on selection and implementation, inbound and outbound marketing, effective and ineffective metrics, and what the next few years will mean to marketing automation users just like you.

Focus: B2B on Demand Generation

• Patric Timmermans, VP, Marketing, KPA (@Timmermans)

10:45AM - 11:30AM

Marketing Nirvana: How to send the right email to the right prospect at the right time.

What motivates your target prospects to click on your emails? It’s impossible to email every prospect in your database and expect long-term success. Traditional “batch and blast” emailing hurts your brand, decreases your delivery rate and adversely affects your database. In this session learn how to unlock the combination of demographic, behavioral and attitudinal targeting to get the right email to the right prospect at the right time.

Focus: B2B on Email Marketing

• Brian Giese, Founder and CEO of True Influence (@bgiese)

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)

"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. 

Focus: B2B/B2C on Social Media, Search

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

11:30AM - 12:15PM

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 (@tkahlow)

Reaping Rock-Solid ROMI (Return on Marketing Investment)

Marketers today have increasing pressure to continuously improve and demonstrate their returns to the business.  Simultaneously, consumers are tuning out marketing messages while the mediums for customer engagement -- both online and offline -- are exploding.  What are leading marketer's doing to handle this plethora of marketing challenges?  This session will share real-world examples of best marketing practices that deliver positive, proven ROI.

Focus: B2B/B2C Focus on Analytics, Demand Gen

• Sandra Zoratti, VP, Global Solutions Marketing, InfoPrint Solutions (@sandraz)

Local SEO In-Depth

Learn how claiming your Google Place among much else can have a huge impact on driving traffic to your website.

Focus: B2B/B2C on Search Marketing

• Mike Belasco, President, seOverflow (@belasco)

12:15PM - 1:15PM

Lunch Keynote: 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.

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

1:15PM - 2:00PM

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)

Beyond Lead Generation: How to Close the Sale Online and Grow your B2B e-Commerce Revenue   

Learn essential B2B e-Commerce strategies to help you sell more to both existing and new customers on your website. Key takeaways include: match the customer’s buying process, Creating the virtual sales visit, reduce complexity of your products online, translating customer needs to your corresponding products and much more.

Focus: B2B on Demand Generation

• Joseph Rawlinson, Sr. e-Commerce Product Manager & Strategist, National Instruments (@joerawlinson)

Social Media CRM: What it should mean for your company and how to develop a process for successful execution

Learn how to put into place a Social CRM process for your company and where along the Social Media Maturity Curve you are.  You will hear firsthand accounts of how Fortune 100 companies have gone beyond listening to engaging a target market in ways that lead directly to keeping customers happy and landing new business.

Focus: B2B/B2C Social Media

• Jamie Duklas, Director of Social Media, Booyah Online Advertising (@jduklas)

2:00PM - 2:45PM

How to Use Mobile Marketing to Increase Sales

Focus: B2C on Mobile, Social Media

• Joel Morrow, CEO, Mobile Fusion (@joelmorrow)

How to Grow Your Business Online with an Affiliate Marketing Program

Whether your company has an affiliate marketing program or not, make sure not to miss this hard-hitting and entertaining session on how to make money from a virtual army of online sales people. Designed for affiliate marketing beginners and intermediates, you will learn what an affiliate program is and how it works, key industry trends and insights, the 10 things you have to do to succeed in affiliate marketing, the top 5 pitfalls to avoid, and how to maintain brand integrity while still driving revenue.

Focus: B2C on Affiliate Marketing

• David Herscott, Managing Director & Digital Zen Master, Netx (@dherscott)

Strategically Integrating Emerging Technologies into Your Online Advertising

Effectively marshaling the power of technology is essential to reach contemporary audiences online.  Businesses, advertising agencies, and media companies are at a disadvantage in doing so because the digital technology landscape is constantly evolving. Learn step-by-step how to build online advertising solutions that deeply integrate emerging technologies along with ideas on how to craft the blueprints that guide high-level strategy and practical tips to architect the actual campaign tactics needed to leverage the power of technology in online marketing.

Focus: B2C on Online Advertising

2:45PM - 3:00PM

Break

3:00PM - 3:45PM

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.

• Michael DeHaven, SEO Product Manager, Bazaarvoice (@stormseo)

B2B Marketing Best Practices that Need to Die

Demandbase interviewed CMOs, CTOs and even CEOs from the top B2B brands and agencies with one simple question: "Which B2B marketing best practices need to die?"  This session will reveal their answers and take a deeper (and more educational) dive into how you can breathe new life into your marketing by leaving behind last year's best practices.

Focus: B2B Demand Generation

• Greg Ott, CMO, Demandbase (@gregott)

Mobile Email Does Matter (and Here’s What You Can Do About It)

Consumers are starting to demand a mobile experience. Brands that fail to provide one are in danger of losing their customer to their competitors that do. Go beyond the mobile formatting and focus rather on the mobile opportunity, capitalizing upon the unique mobile context that cannot be duplicated on the desktop.

Focus: B2C on Mobile, Email

• Manny Ju, Director of Product Management, BlueHornet (@mannyju)

3:45PM - 4:30PM

Content Marketing for Customer Acquisition and ROI

In the early stages of social media, success was measured on soft metrics like “engagement”, followers and likes. Today, content marketing is maturing and greater demands are being made on social media. CMOs are scrutinizing more tangible benefits like ROI and new customer acquisition.

This session will deliver specific case studies and real world examples of how organizations like yours have made the transition.

• Chris Baggott, Co-Founder & CEO, Compendium (@chrisbaggott)

Measuring Natural Search Performance: Select & Report on the Best SEO Metrics for Your Business

To succeed in organic or natural search requires a mix of well-defined strategy, operational excellence, and metrics to evaluate success.   The focus of this session will be on measurement and metrics for SEO.  We’ll review SEO reporting methodology and critical KPIs to consider – examples of what to measure, how to measure, and what type of reports to share.  We’ll also cover an SEO Maturity Model and how to integrate SEO more fully into your organization. You’ll leave knowing how to balance your company’s business goals with the objectives of both searchers and search engines, use dashboards & tools properly, and determine which metrics must be reported to stakeholders.

Focus: B2B/B2C on SEO

• Dave Lloyd, Global SEO Manager, Adobe Systems (@davelloyd1)
• Warren Lee, SEO Manager, Adobe Systems (@seocubed)
  

Facebook Apps: Beyond the Status Update

Explore how custom Facebook applications have a higher propensity to drive traffic from Facebook to desired web properties (i.e. your website), how customization leads to higher tab views (compared to the wall) and how a new class of applications that enable comments and sharing can be tracked against "out-of-the-box" Facebook functionality to demonstrate value and visitor satisfaction.

Focus: B2C on Social Media

• Jason Cormier, Co-Founder, Room 214, Inc. (@JasonCormier)

4:30PM - 5:15PM

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.

• Sean Kelleher, Retention Marketing Specialist, DISH Networks
• Dave Taylor, AskDaveTaylor.com (@DaveTaylor)
• Sandy Williams, President, Strategic Marketing (@MktngInnovator)
• Steven Groves, Online & Social Marketing Strategist, ProfitStreams (@stevengroves)

5:30PM - 6:30PM

Meet Up

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Effectively and Efficiently Harnessing the Business Development Power of LinkedIn

These workshops are built for marketing professionals who want to go beyond introductory courses and receive intensive intermediate and advanced Business Social Media training focused on the Premier Business Social Networking Site, LinkedIn.

• Morning Workshop: LinkedIn & Business Marketing
• Afternoon Workshops: Taking Action with Linkedin
  

Successfully Leveraging the Right Tools for Your Organization

This all new SES Express masterclass will guide you through tools that are available to you to power your SEO, Paid Search, Analytics and Social Media endeavors. Come and find out key takeaways on how to navigate your way through the countless options available to ensure you are using the tools most relevant to your business. Find out the best tools on offer now and how you can use them! After this session you will walk away with key new ideas that you can implement right away as soon as you are back in the office!

Workshop Training Details