Jersey City, NJ

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

8:45AM

Welcome

9:00AM - 10:00AM

Keynote: Lessons in Social Success: IBM on building the first  social marketing community, infoboom to competing on Jeopardy

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.

• Leslie Reiser, Program Director, WW Digital Marketing, IBM-General Business (@LCReiser)

10:00AM - 10:15AM

Break

10:15AM - 11:00AM

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)

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)

Life After “Like”: Mobilizing a Loyal Online Audience Into an Army of Offline Influencers

No matter what your marketing objectives—sales, leads, word of mouth exposure, brand awareness, or otherwise—social media provides a breeding ground for authentic, real-world advocates. But Once you have an engaged and loyal online audience, how do you mobilize them into an army of offline influencers? In this session you'll find out how to distinguish between passive and active advocates, identify and segment influencers by relevance, create memorable in-person experiences, and more.

Focus: B2C on Social Media

• Michael Perry, CEO, House Party (@mlperryny)

11:00AM - 11:45AM

Everybody is Beautiful - The Power of Differentiation in a Digital Economy

As online marketers we must find the right balance to express “what we do” with “who we really are” as the audience is listening on all social channels.

This session will take you on a tour to help you better identify your company’s unique value and to  deliver an integrated positioning offline, online and even social.  You will learn how to identify your company’s unique positioning, translate your unique value [your beauty] online and how to leverage the power of Social to better understand your perceived value.

• Stefanie Lightman, Managing Partner, ifridge & Company (@sblightman)

Publishers Clearing House: Secrets to Digital Marketing Success

Here comes the Prize Patrol!  Learn how Publishers Clearing House has transitioned from a traditional marketing infrastructure to a digital sweepstakes powerhouse. 

You will hear firsthand how they use contests to drive interaction and engagement online as well as how to use consumer research and testing to ensure the rollout of successful go to marketing promotions and creative. 

Focus: B2C on Social Media, Email Marketing

• Eve Fish, Sr. Director, Online Marketing Development, Publishers Clearing House (@winfish23)

Avoiding the Lead Gen Tradeoff: How to Boost Web Form Conversions without Sacrificing Lead Data Quality

B2B marketing organizations invest a great deal of time and money on ways to increase online conversions. The problem is that just as marketers have taken steps to optimize web conversions, they're also tasked with gathering richer data on their prospects. Improvements in one area typically come at the expense of the other -- you can gather more leads with shorter forms and less data, or fewer leads with longer forms and deeper data. There is a way to avoid the trade-off and provide sales with the best of both worlds. In this session, you'll get deep insights into how industry leaders are using new technologies and methods to drive responses to lead gen campaigns without compromising lead data quality.

Focus: B2B Demand Generation

• Jason Stewart, Director of Marketing, Demandbase (@jasondemandbase)
• Scott Harris, Sr. Marketing Manager, Adobe Systems

11:45AM - 12:45PM

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)

12:45PM - 1:30PM

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

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

How to Master Facebook Marketing in Today's Social Climate

Find out how Facebook determines what shows up on a fan’s wall and how to leverage that information to drive your brand’s growth. This session will cover the most effective strategies for Facebook ads, the value of a Facebook fan and how it’s accurately measured, the right benchmarks to set, when should you create multiple pages and when to keep just one, and how to segment fans, friends of fans, and prospects to message them uniquely and effectively.

Focus: B2B/B2C on Social Media

• Dennis Yu, CEO, BlitzLocal (@dennisyu)

Advanced Strategies 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)

1:30PM - 2:15PM

Closing the Loop-Integrating Web Analytics & Your CRM System to Strategically Drive Business

Web Analytics is great at helping B2B companies see what happens before a visitor becomes a lead. CRM systems are great at knowing what happens before a lead becomes a customer. Find out what happens when you connect the two. This session will detail how Web Analytics and CRM systems can be integrated to move marketing analytics from the server room to the Board Room. 

Focus: B2B on Analytics, CRM

• Aaron Maass, Managing Director, Maass Media, LLC (@maassmetrics)

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)

Facebook, Facebook, Facebook... Ads, Fans, Groups (and Places).

For many sites, Facebook is driving MORE traffic than Google. And we all know that a lot more time is being spent by both the at-work professional and the online consumer. That being the case, it's time to have a strategy on how to balance Ads, Fan Pages and Groups to drive significant lift in awareness, lead capture and or eventual website transactions. Learn what's working and why no company, larger or small, B2B or B2C can overlook being found on Facebook.

Focus: B2B on Demand Generation, Analytics, PPC

• Bhak Tanta-Nanta, Associate Search Director, Mindshare

2:15PM - 2:30PM

Break

2:30PM - 3:15PM

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)

The Power of Email Marketing - 7 Keys to Success with Online Survey & Event Marketing Quicktips

Building relationships with your current customers is key to growing your business. Reach them with professional email communications that make you look great! This seminar covers the basics of what email marketing is, why it works so well, and how to use it in your business planning and strategy to achieve specific goals. Master email communications with this comprehensive look at winning strategies for getting and keeping quality subscribers, increasing deliverability and open rates, how to avoid being a spammer, tips for scheduling and examples of successful email campaigns and how they were set up to build business and drive sales.

Focus: B2B/B2C on Email Marketing

• Wendi Caplan-Carroll, Regional Development Director, Constant Contact (@wendicc)

If You’re Not Testing, You’re Guessing: Test Before You Optimize

Their offers, calls-to-action, forms and other landing  page elements focus on clicks and conversions, but don’t take the most important factor of all into consideration: customer behavior. Testing before optimizing is not just about getting someone to click or convert—it’s about understanding your customers, meeting your business goals, solving problems, and providing the best online experience possible. This session will teach you how to think beyond the pages and buttons to determine what you really want your site to accomplish, surveying a variety of methods and strategies that are sure to drive real business results.

Focus: B2B/B2C on Testing & Optimization

• Mark Simpson, President & Founder, Maxymiser (@MarkJ_Simpson)

3:15PM - 4:00PM

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

Key Strategies for Better Top Of the Funnel B2B Lead Generation

Learn how to vet your B2B contact options to ensure alignment with your business needs along with a view on new innovation in business information intelligence, and offer key strategies to ensure your sales and marketing efforts are ready for an influx of new leads.

Focus: B2B on Demand Generation

• Michael Bird, Chief Revenue Officer, NetProspex (@NetProspex) 

Is Retargeting/Remarketing Right for You?

Retargeting/remarketing refers to the ability to show display ads based on an individual's previous online behavior.  A common misconception is that you can only target an individual who has visited your site and then left again, often without completing a desired action.  Other types of retargeting focus on targeting actions the user has taken somewhere else on the web other than on your website. This session will explore the 7 effective types of retargeting and opportunities for marketers.

Focus: B2B/B2C on Social Media

• Dax Hamman, Chief Revenue Officer, Chango (@daxhamman)

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.

• Eve Fish, Sr. Director, Online Marketing Development, Publisher's Clearing House (@winfish23)
• Mike Grehan, VP & Global Content Director, Search Engine Watch, ClickZ, Search Engine Strategies
• Crispin Sheridan, Sr. Director, Global Search, SAP (@CrispinSheridan)
• Amy McDowell, VP Consumer Marketing, RentTheRunway (@amy_liang)
• Eli Goodman, Search Evangelist, comScore, Inc.
• Dennis Yu, CEO, BlitzLocal (@dennisyu)

5:15PM - 6:30PM

Meet Up

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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