Digital Crush Summit Schedule
8:00 - 8:30AM
Registration and Check-In
Three Rivers Convention Center
8:30 - 8:45AM
Welcome
Great Hall B
8:45 - 9:45AM
Keynote: The Search for Hidden Insights: How to Setup and Use Analytics for Smarter Marketing
Great Hall B // Opening // Ali Schwanke
Marketing can be overwhelming - so many tactics, so many roads to choose. How do you know which way to turn? The key lies in your analytics. In her entertaining and informative keynote talk, marketing strategist Ali Schwanke shares common misconceptions about marketing metrics, why so few businesses have analytics set up correctly, and how to get the data and systems working for you. Explore real-life examples of insights discovered through marketing analytics!
9:45 - 10:00AM
Break
10:00 – 11:00AM
Digital Content: your 24/7 Salesperson
Great Hall B // Session 1 // Chris Davis
As business we are interacting with a more educated user than ever before. Users are able to interact with your company through your website and content far before they ever visit your location or speak with a sales representative. Creating content that serves your clients needs as well as builds a relationship is crucial for any business looking to grow.
During this session we'll cover:
- Why content is crucial for you business.
- Tips and tricks for creating engaging content that helps push users towards a buying decision.
- How to distribute and promote your content to drive tangible results.
Using Data for Effective Digital Marketing
Room E // Session 1 // Diane Mahan
It may seem obvious that anyone in Digital Marketing would use data when creating strategy and campaigns but a surprising number of people either go by their gut or use the wrong data to influence their decisions. How do you know what data to use? How do you keep it clean? Where do you go to find the data you need? How do you implement your data-driven information? How do you measure the effectiveness of all of your efforts?
In this workshop learn:
- Where to find the data they need.
- How to decide what data is important and actionable.
- How to measure the effectiveness of their data-driven strategy.
Strategic Brand Positioning and your Digital Marketing
Room G // Session 1 // Dee Boyle
Establishing your brand’s strategic position in the marketplace has a heavy impact on your marketing dollars and efforts. Using your company’s unique positioning in the market as the cornerstone of your marketing strategy will save you time, money, and help you make quick marketing decisions in the long term. In this workshop, we will show you how to take your brand’s positioning to build persona’s, determine your marketing platforms, and drive content tracks.
In this workshop learn:
- The basics of strategic brand positioning and how to create personas from your brand positioning.
- Determine your marketing platforms based on you brand positioning.
- Content strategies that reinforce brand positioning and personas.
- How to build your marketing strategy around your strategic brand positioning.
11:00 - 11:15AM
Break
11:15 - 12:00PM
Don’t go Chasing Waterfalls
Great Hall B // Session 2 // Barrett Pryce
The Ideal Customer Profile (ICP) is a real million-dollar idea you can integrate with your business, straight out of the B2B growth playbook. It isn’t new. It isn’t sexy. It isn’t easy. It isn’t a buyer persona. It isn’t right for all businesses. Sales & marketing operations need simple, practical organizing principles—that’s exactly what the ICP is. Ripped from the outbound business development dictionary and now widely practiced across the SaaS techscape, the ICP is a growth opportunity for modern marketers with some hidden advantages you want to know about before bringing it home. To the extent the ICP fits your organization, you’ll learn how to leverage this tool for maximum effect.
Workshop attendees will learn:
- How to develop the ICP with data
- How to apply the ICP to your organization
- Why the ICP is an essential tool for sales and marketing alignment
- Other magic
What Social Media Platform is Right for Me?
Room E // Session 2 // Bethany Lee
In this presentation, we will navigate different digital marketing platforms, distinguish their audience types and help businesses plan their content. We will tackle the shift in platform engagement trends and walk through several helpful FREE tools to increase creativity and productivity.
During this session we'll cover:
- An overview and understanding of each social media platform
- Plan out their monthly social media strategy with ease
- Organize their digital platform metrics
Top Lessons in Choosing and Implementing a CRM for Your Business
Room G // Session 2 // Elsie Puig
Marketing, CRM, and salesforce automation software abound, but without the right understanding of what you should look for in a marketing technology platform and the best practices to make it successful, your project can easily flounder. In this talk, you'll learn how to successfully source, implement, and scale your sales and marketing operations with the right technology. See how one SaaS company did it - and the lessons they learned along the way.
In this workshop learn:
- What to consider and think about before investing in CRM/Marketing automation software
- What to look for in a CRM/Marketing automation software
- What best practices to follow when implementing CRM/Marketing automation software
12:00 - 1:30PM
Keynote: Content Strategy: Manage the Challenges of Control and Creativity
Great Hall B // Lunch Keynote // Paul Warner
Content strategy is arguably one of the most unglamorous parts of marketing, but also one of the most important. Great content requires a strategy and many stakeholders misunderstand marketing as simply tactics. We will go over the challenges you face everyday—from hurried requests to the approval process—and how a well-prepared content strategy will help you mitigate these issues. We will also discuss the philosophy behind your content strategy, how it can improve your marketing, and offer practical tips on designing it from start to finish. You will walk away with a better understanding of how to manage your marketing, control, and creativity to craft better, customer-focused marketing.
1:30 - 1:45PM
Break
1:45 - 2:30PM
Next Level B2B Digital Strategies Panel
Great Hall B // Session 3 // Travis Scott, Jordan Beilin, Torey Azure, Dee Boyle
The Secret Social Video Method I Use to Get 100 Million Views on Videos
Room G // Session 3 // Matt Johnston
Think virality is a fluke? Think again. The truth is, most viral social videos all have the same things in common, and it's a formula that can be reproduced. Many seem to think that creating viral video is something akin to witchcraft - but it's actually something we could all do with the right tools. The key is actually all about getting the editorial and storytelling right, rather than feeling paralysis from 'not understanding video.' This session will share the best method for achieving video results.
In this workshop learn:
- How to make a video using my system with no prior video editing knowledge as soon as today.
- Immediately begin communicating this to your teams to implement social videos strategies that will transform your brand overnight from a media and content standpoint.
- Create a social video content plan a month or more out using these video strategies that is guaranteed to give a major boost to your brand awareness (and conversions too).
2:30 - 2:45 PM
Break
2:45 - 3:30PM
Scaling Up
Great Hall B // Session 4 // Torey Azure
Scaling Up // In this presentation Torey Azure will discuss how we used our digital marketing formula to help scale an attorney practice from two locations to 15 locations, from four attorneys to 52 attorneys, and from $800,000 in revenue to $10,000,000 in revenue in two years. We’ll cover AdWords, Search Engine Optimization, Web Design, Social Media, and other topics. Just remember, there are no shortcuts.
Using Call Tracking for a 360-Degree Marketing Performance View
Room G // Session 4 // Thomas Kratsch
The presentation will take a deep dive into how call tracking works and how the platform can `benefit a business in tracking the customer journey and sales performance attribution for both online and offline marketing channels. We will review a real client example of the platform including reporting capabilities, how to use the call data to improve staff sales performance and how the data can be effectively used for marketing spend decisions.
In this workshop learn:
- Understand what call tracking is and how it works.
- Be able to sign up and launch call tracking for their business.
- How to use the call tracking data to improve their business marketing performance.
3:30 – 3:45PM
Break
3:45 – 4:45PM
Keynote: The New SEO & the Story Your Data Isn’t Telling You
Great Hall B // Closing // Cindy Krum
Only 38.5% of mobile searches and 62% of desktop searches actually end in a website click. This should change how you are looking at the data in your analytics. Since more than half of the searches are mobile, and more than half of those searches are not landing on a website, good SEO’s have to start looking at their analytics differently, and evaluating where and how searchers are engaging from the SERP. On-SERP SEO is the new buzz word, but what does it actually mean? ‘Found on the Web,’ ‘People Also Ask’ and ‘Related Searches’ all are starting to include Featured Snippets. More than just a ‘search engine’ Google is now an ‘answer engine’ and answers show up in search results at the top, middle and bottom of the SERP. This presentation will give you the background information about how to view and manage and win with this new Google reality.