Minneapolis, MN

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: Community Building-Lessons from Best Buy

Hear how Best Buy reached a fan following of 3 million on Facebook, manages 12 brand pages, 4 communities and more. From internal Social Communciation policy to business unit alignment and of course getting buy-in from the Big Kahuna(s) you will hear first hand insights, stories, and one giant case study on how to succeed and potholes along the way.

• Gina Debogovich, Sr. Manager, Communities, Best Buy (@GinaDebogovich)

9:45AM - 10:15AM

Break

10:15AM - 11:00AM

Develop a Killer Social SEO Strategy

Learn how large and small brands alike have integrated Social Media, SEO and Content Marketing to increase sales and improve customer engagement. This session will provide practical examples of BtoB and BtoC companies overcoming the competition with an agile, customer focused content marketing strategy.

Focus: B2C/B2B, SEO,Social Media, Content Marketing

• Lee Odden, CEO, TopRank Online Marketing (@leeodden)

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.

Focus: B2C/B2B on Conversion

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

Lead Nurturing Doesn't Have To Be Hard:  Create Personalized Experiences You and Your Leads Will Love

This session will explore how to segment your leads and use automation to give leads a personalized experience (without overwhelming your sales & marketing organization).  You will learn why most leads are being talked at rather than nurtured, how to segment for lead nurturing, the mathematical formula that drives lead nurturing success, and how to build a lead nurturing matrix.

Focus: B2B on Demand Generation

• Kim Albee, President, Genoo (@kimalbee)

11:00AM - 11:45AM

The Key Elements of a Successful, Modern Demand Generation Plan

Learn how to craft an effective and wholly integrated Demand Generation strategy using the key elements of people, process, technology and online/offline tactics with the end game of making a revenue impact. 

Focus: B2B on Demand Generation

• Adam B. Needles, VP of Demand Generation Strategy, Left Brain DGA (@abneedles)

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)

Mobile Revolution: Driving Traffic, Interaction, & Conversion with QR Codes   

Understand the power of QR codes for driving traffic, interaction, and conversion. From packaging and promotions to e-ticketing and scavenger hunts, prepare to embark on an interactive adventure that will take your print [and digital] campaigns to a whole new level!  You will learn: tools available for generating, reading, and tracking QR codes, stats to justify starting a campaign and best practices to ensure their success, QR code tactics to drive traffic to a website, video, mobile app, or retail store from ANYWHERE and more.

Focus: B2B/B2C on Mobile

• Angie Schotmuller, Founder, Interactive Artisan (@aschottmuller)

11:45AM - 1:00PM

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.

• Steve Woods, CTO, Eloqua (@stevewoods)

1:00PM - 1:45PM

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)

Finally B2B Gets to go to the Party – New Ingredients for Website Conversion Optimization

In this session we’ll talk about how the new strategy of account-based optimization can increase lead generation, accelerate the sales pipeline, and improve existing customer satisfaction. You'll learn the unique considerations of online marketing to B2B companies and how real-time account identification technology works, and we'll provide specific examples of content targeting, lead conversion, and B2B analytics that you can immediately apply to your own business.

• Greg Ott, CMO, Demandbase (@gregott)

Social Video Marketing

In 45 minutes you will understand the benefits of creating this high-impact, socially shareable content in your marketing efforts.  Learn new video uses companies are implementing, how they are measuring a campaign's success and how to avoid failures.

Focus: B2B/B2C on Social Media, Demand Generation

• Casey Zeman, CEO, CaseyZemanOnline.com & Author, YouTube Revealed (@YouTubeJedi)

1:45PM - 2:30PM

Innovative Integration

Everyone talks about Integration. Data integration can mean many things though. Through real life examples you will learn the different approaches possible for data integration and build a strategy you can take back to the office. If you’re looking to learn more about your visitors, this is the session for you.

Focus: B2B on Analytics 

• Jennifer Veesenmeyer, COO, Stratigent

Social DIDN'T Kill the Email Star: How Email + Social = Engagement

Learn 7 ways to take your email marketing program to the next level with social media tactics. From creating a two-way dialogue to enlisting viral efforts to expand reach, we will outline best practices for creating a cohesive strategy with email and social.

Focus: B2C on Social, Email

• Peter Ghali, Senior Product Manager, iContact (@pghali)

Google Remarketing: Tips for better retargeting

Learn best practices for reconnecting with your audience wherever they are on the web and drive them back to your website. This session will cover all you need to know from critical set-up considerations to optimization tips for greater performace.

Focus: B2B/B2C on PPC, Online Advertising

• Lisa Raehsler, SEM Strategy Consultant (@lisarocksSEM)

2:30PM - 3:00PM

Break

3:00PM - 3:45PM

Achieving Integrated Success: How to identify & overcome challenges in a multi-channel world

Learn how savvy organizations are addressing modern day problems from poor site conversion to underperforming emails, the tools they are using to scale and measure and finally channel alignment for a more fruitful campaign.

Focus: B2C/B2B on Social Media, Conversion, Analytics

• Adam Proehl, Principal, NordicClick Interactive (@adamproehl)

The Top 10 Things Every Designer Needs to Know About People

We design to elicit responses from people. We want them to buy, read, register, and take action of some kind. Designing without understanding about people is like exploring a new city without a map: results will be haphazard, confusing, and inefficient. From her new book, 100 Things Every Designer Needs To Know About People, Dr. Weinschenk has picked her top 10 “things” that you need to know in order to design intuitive and engaging websites, applications and products that match the way people think, work, and play.

Focus: B2B/B2C on Website Strategy, Conversion

• Susan Weinschenk, Ph.D., Chief of UX Strategy, Americas Human Factors International (@thebrainlady)

20 Tools to Measure Your Social Media Effectiveness

There are hundreds of tools out there to measure social media, but how do you know which ones are right for you? In this session, you’ll review the top 20 and get tips on how and when to use them and how to interpret the metrics they provide. Then you’ll learn how to tie your measurement efforts back to business objectives so you can begin to determine your social media ROI.

Focus: B2B/B2C on Social Media

• Jennifer Kane, Principal, Kane Consulting (@JenKaneCo)

3:45PM - 4:30PM

Ecommerce Results: How PPC drives a 22% growth in sales

Learn how SMB ecommerece site, Thread Logic, marketer of custom embroidered logo apparel for companies around the US has consistently drives sales through effective integration of PPC into their marketing mix. You will hear firsthand how by redefining their value proposition, Thread Logic has managed to increase their CTR, conversion rate, number of new customers, average order size and overall sales.

Focus: B2B on Demand Generation, Analytics, PPC

• Jeff Taxdahl, Founder/Owner, Thread Logic (@threadlogic)

Enterprise SEO: Best practices in strategic planning, implementation, and ROI measurement

From start to finish this session will provide actionable tips on getting your SEO campaign up and running.  You will walk away with a clear understanding on how to effectively make a business case and communicate the value of SEO across the enterprise, strategically plan for long-term sustainable, responsible growth, prioritize SEO initiatives by level of impact on revenue/goals with cost/effort and last but not least clearly measure the return on effort and spend.

Focus: B2B/B2C on SEO

• Chris Aburime, Associate Media Director, FRWD Co. (@ChrisAburime)

The 4 P’s of Affiliate Marketing: How to Build and Optimize an Affiliate / Pay-for-Performance Program

Affiliate programs have long been an integral part of the web, but now they're catching their second wind with the proliferation of blogs, social media, and geo-targeting. In this session you will learn how to build an effective Affiliate marketing program via the 4 P’s: Plan, Prepare, Promote and Protect. Whether you are considering affiliate marketing for your business or would like to optimize a current program, affiliate marketing is a surefire way to garner a virtual sales force that will drive new traffic, leads, and revenue to your site.

Focus: B2C on Affiliate Marketing

• Mike McAnally, Managing Partner, NordicClick Interactive (@mmcanally)

4:30PM - 5:15PM

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.

• Maria Lettman, Director of Social Media, Cargill
• Kim Albee, President, Genoo (@kimalbee)
• Julie Heltunen, Director of Internet Marketing, Ecreativeworks

5:30PM - 6:30PM

Meet Up

9:00AM - 9:30AM

Registration

9:30AM - 12:30PM

Workshops (choose one*)

• Workshop 1: "Building Community: Techniques, Technologies and Best Practices" with Connie Bensen
• Workshop 2: "Managing Your Brand within Social Media Outlets" with Julie Heltunen & Amy Kilgour