Agenda 2020

Advances in neuroscience have uncovered the secrets to prompting people to take the actions we marketers want them to. We simply need to craft our messages to appeal to the hardwired way the brain makes decisions.

When we do, we dramatically increase the likelihood people will read and respond to our campaigns.

In this fast-paced, example jammed presentation, discover actionable tips to make your ads, emails, landing pages and other marcom more effective. See how to easily tap into the Von Restorff Effect, Eye Magnet Words, Availability Bias and several other behavioral science principles. And leave armed with powerful techniques you can use to get people to automatically do what you want them to!

TAKEAWAYS:

• Discover easy ways to make hardwired human behaviors work in your favor
• See numerous examples of online creative that trigger automatic responses, prompting people to act with little to no thought
• Find out how neuroscience tactics can increase your campaign’s recall, response and revenue 

On mobile, there is still a massive conversion gap. Mobile gets 70% of the traffic yet only 28% of the conversions. Closing this gap is a huge opportunity, and for those that do can see as much as 400% increases in conversions.Many commerce features that we are all familiar with were designed for a desktop, a keyboard and mouse. But these concepts don’t work well on small screens with fat fingers. 

In this session, we’ll share:

• The three key abandonment points on mobile
• How to eliminate friction from mobile shopping journeys
• How to use payments, in particular one-tap-pay, to drive conversions
• How category management principles can be applied to hook new customers at the top of the funnel
• The role of apps vs Progressive Web Apps in driving repeat buying

Designing and building web experiences is important. Testing, learning and optimizing those web experiences is critical. A vibrant testing and optimization program begins and grows with some simple and key principles that everyone can apply. This session will highlight those key principles for a healthy testing and optimization program, where to identify high ROI opportunities through real-life testing examples that show the impact of testing, and the tools, processes and methods you can leverage in taking your testing efforts from good to great. Or maybe just to even get started.

After this session, you’ll be able to:

• Understand the ROI and impact testing can have to your business and web experiences
• Leverage tools and methods for identifying high ROI areas for web optimization
• Use data-driven decision making through the power of testing and learning

Most buyers are already 57% of the way through the buying process before the first meeting with a representative. (Accenture, 2018) 

Understanding our customers’ journey has always been a moving target for marketers and business owners, but is core to a winning marketing strategy.

Marketers are constantly testing colorful buttons, pop-ups, and other eye-catching tactics to see what will move the needle for users, but they fail to observe the key pieces of information users are leaving behind in their journey data.

Attend this session and you’ll leave with a multitude of new tactics to take back with you for inspiring new content and gaining a better understanding of the true value your website’s content creates.

During this session, you will learn how to: 

• Build clearer engagement paths your website users will understand (two case studies)
• Measure how influential your specific website content is by connecting content consumption to conversion rates (go beyond page views and traffic)
• Analyze the “voice” of your customers through form analysis techniques for new content & keyword ideas that will ignite your content calendarThis method of analyzing customer journeys will give any marketing team, agency, or business owner new tactics to take back with them to inspire new content creation and a better understanding of the value their content creates.

You need a mature CX/UX practice to be competitive in attracting, persuading, and serving customers. Sure you need a persuasion architecture that resonates with the target customer’s drives, blocks, beliefs, and feelings. But you also need an omni-channel strategy that aligns with that persuasion architecture and that delivers painless and compelling interactions. This won’t happen through good intentions, or even the brilliant direction of one person. Your organization must field a mature CX/UX practice if you want to be competitive. 

 I’ll define what is included, and prove that you can’t compete in fragments.  I’ll give some examples of the key components and strategies for establishing serious CX/UX capabilities. Then I’ll share strategies for companies of various sizes and types.

Marketing pioneer John Wanamaker once famously said, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Marketers today do not have the luxury of saying that even though they still too often make emotional and gut-based decisions on their digital marketing spend rather than data-driven decisions based on how customers are truly responding. Understanding the touch points across all the noise across all channels across siloed teams makes properly measuring performance an imperative to success. You will leave this session with real-world examples and tactics that you can use to leverage attribution for higher conversion of your performance media spend.

A/B testing is still a relevant optimization method. But it is not only a resource-intensive discipline, but also extremely dependent on the knowledge and creativity of its employees. Does that help you to scale? Probably not as fast, as you want to. Changing from Testing to Personalization 2.0 including machine learning and other new disciplines, requires a well-defined strategy and execution plan. Discover a 7 Step benchmark process to make this transformation process as smooth as possible by avoiding common mistakes. You will learn how to start from crawling to running in this CRO Journey.

For B2B and B2C organizations, customer success is now being defined by how personalized content is for a user’s wants and needs. Think about it – more than 70% of customers feel frustrated when website content is not personalized for them specifically and that is preventing them from converting. Yet while we know the importance and power of personalization, organizations are struggling to get started and scale efforts over time.

This session will focus on how to pilot personalization within your organization to demonstrate personalization’s impact on the path to purchase. Topics discussed will include specific tactics to measure the performance of existing content, how to put together a personalization plan, how to measure personalization’s impact on conversions and ultimately how to develop a process where you deliver content to different personas that improve the way visitors interact and engage. 

Using real-life examples from work done with clients such as Ecolab, this session will also highlight how to conduct persona-based content measurement and leverage data to make smart investments in growing a personalization practice to drive business growth.

Whether you’re just learning how to incorporate SEO into your business, performing your SEO in-house, or have a vendor you’re working with, this SEO for Conversion session is for you. The world of SEO is always transforming and changing, but there are many foundational tactics that aren’t predicted to change. The BIG question is how to optimize those tactics for higher conversion. If you’re already spending time and/or money on SEO, why not get more for your money? I’ll discuss the technical, virtual popularity, content, research and reporting methods, all based on better conversions from your site and SEO.

Buckle in, we’re headed to the future. A big question on a lot of people’s minds right now is what to expect for Digital Marketing for the rest of the year. In this session, Natalie Henley will walk through her predictions for what the year will bring for our industry. She’ll cover high-level trends to watch for, channel specific predictions and of course try to throw in some more off-the wall predictions. If you are trying to revamp your marketing for the rest of the year you won’t want to miss this session!  

People make decisions based on what they remember, not what they forget, so how can you get your audience to act on your content if they can’t remember it? One of the most obvious reasons why people forget our content is lack of engagement. Imagine the time and money you could save if you could control how your audience is engaged and interacted with your materials. Dr. Carmen Simon has uncovered what people remember from your content and messaging is less, and more random than previously believed. Using EEG brain technology tools, she has demonstrated that after 48 hours, people retain less than 1% of the content they experienced. In this session, 

Dr. Simon will discuss practical, neuroscience-based tips that will help you convince your customers to see your way, remember your way, and go your way.

Sales and marketing have moved from in-person to online. So why do we treat people differently online?

Find out the three questions everyone asks when they meet someone for the first time or when they arrive on your website for the first time. The answers to those questions had better be the same regardless if you are meeting someone live or hiding behind your website.

Learn how to apply successful in-person marketing techniques to convert more visitors into leads, subscriptions, and sales online.

Attention ALL marketers! Don’t lose your traffic to Google’s newest (and future) algorithm updates that are built to reward sites that E-A-T healthy. 

E-A-T (aka Expertise, Authoritativeness, and Trustworthiness) is becoming one of the most important factors in SEO. But what exactly is E-A-T? And how do you zero in on its most important elements? While you can do a lot of work to cater to Google’s algorithms, being successful at E-A-T also requires you to understand how Google’s Search Quality Raters are trained—and how E-A-T impacts all types of sites (not just YMYL businesses). What you’ll learn in this session:How to achieve E-A-T in the eyes of Google’s Search Quality Raters.Why you don’t need a Ph.D. to be considered an expert (and how to prove the authority and expertise of your authors). How to walk in your customer’s shoes—giving them content that they’ll naturally talk about and share.Building relationships with other experts to boost your own expertise and trustworthiness rankings.Getting outside feedback about your site’s depth, trustworthiness, and source quality.Tips for building high-quality content that parallels Google’s recommendations and expert insights.A smart way to position yourself into the larger authoritative consensus. So are you ready to E-A-T healthy and become a trusted and influential brand?

The traditional funnel, where contacts come into the top and new customers pop out of the bottom is done. The web empowered buyers to kill it and in this session, we’re smashing it to pieces, to show you the new buyer journey and how marketing and sales needs to be executed in a more prospect centric way. Today you must deliver a seamless, highly orchestrated and remarkable experience if you want your best prospects to choose your products or services. This new thinking is the ONLY way to ensure you hit your revenue numbers in 2020 and beyond. 

Attendees will learn:
 The new buyer journey is not linear, but a series of cyclones, learn how to help prospect navigate through the chaos.
Marketing and sales need to strategically influence, guide and advise prospects through these cycles with a new set of tools and tactics – we’ll show you how to do that.

 In this highly complex environment, we’ll show you the new metrics you want to track and how to impact those metrics daily, weekly and monthly.
There are more tactics, techniques and execution options to drive improvements in marketing and sales than ever before, we’ll help you figure out which tactics to use and when to use them.
With over 7,000 marketing and sales technologies, attendees will learn how to decide which ones they want to invest in and how to deploy these tools to drive revenue.

Learn which experimentation best practices drive the greatest impact for teams based off the largest studies ever conducted on experimentation. Optimizely has benchmarked over 100K experiments and partnered in scientific research with Harvard Business School and Stanford’s Graduate School of Business. We will cover the most important experiment decision choices you will make, hallmarks of high performing programs, and strategies to maximize your revenue impact.

Seems like everyone – from marketers to the C-level to clients are talking about Customer Journey Mapping … and they should, as it should be a pivotal component of your customer intelligence strategy. The problem is that there’s a lot of hype about what Journey maps are, how to effectively create them, and then how to actually use them as a tool to increase visitor engagement and conversion.In this session, we’ll finally end the hype, and demonstrate a proven methodology along with a case study of how implementing learnings from the company’s Journey Map improved the visit experience, increased engagement metrics and boosted the purchase conversion rate.

Many marketers rely on Google Analytics for insights into website performance. The problem is that GA provides you with only half of the story. GA data can be misleading as to what’s working on the page, and what’s not. In this session, you’ll uncover deeper audience insights through behavioral intelligence, helping you go beyond the WHAT to the WHY. You’ll learn how to use behavioral intelligence to reduce friction, improve the experience and optimize conversion rates. Through detailed behavioral analytics along with user session recordings, surveys and audience interviews, learn to calculate site visitor experience scores and to drive greater engagement, conversions and revenue.

Despite all the lip service paid to it, many organisations struggle with the reality of being customer centric. In the daily trade off of business complexities vs customers, too often it’s the customer who loses.

In this session, you’ll see how you are (probably) putting your customer last all the time. You’ll also learn about what the reality of being a customer centric organisation looks like, and about how to evangelise this throughout the company.