2018 Agenda

Over 30 sessions packed with inspiration, strategies, and takeaways your team can use long after the conference wraps.

The Westin Hotel

807 Clark Pl. Nashville, TN 37203

Workshops are available to Emma customers as an add-on to your Marketing United ticket.

Monday April 9

7:30AM

Welcome Table

Registration + Coffee

8:30AM

Vanderbilt I-III

KEYNOTE: Emma’s 2018 Product Roadmap

9:00AM

Vanderbilt I-III

Level Up Your Email Marketing

Emma Mathews Director of Professional Services, Emma

Discover how to connect with your subscribers and send emails that promote relationships over one-time interest. Here, you’ll learn how to ask the right questions to create a cohesive and intentional email strategy that effectively drives engagement and retention.

Vanderbilt V

All About Enterprise Features

Lauren Ackerman Launch Specialist, Emma

Jason Keary Launch Specialist, Emma

Are you making the most of your Enterprise account? Explore how role permissions, the approvals dashboard, shared campaigns and other Enterprise features can be of benefit to your organization.

Gulch I

Deliverability Essentials

Alyssa Sidebottom Email Deliverability Specialist, Emma

Learn the difference between "delivery" and "deliverability," what it means to ask for a dedicated IP address, and the basics of ensuring your emails get delivered every time.

9:45AM

Foyer

15-Minute Break

10:00AM

Vanderbilt I-III

Driving Conversions Through Content Marketing

Tyler Sutton Email Specialist, Emma

You know that your recipients want value, but you still need to generate sales. Here's how to avoid sending constant "Buy now!" messages and instead use content to move the needle on your revenue goals.

Vanderbilt IV

What GDPR Means For You

Matt Thackston Senior Product Manager, Emma

A deep dive into the upcoming General Data Protection Regulation (GDPR) -- what is it, why it is important to you, and what it means for you as an Emma customer.

Vanderbilt V

Storytelling, Segmenting, and Driving Donations (Education & Nonprofit)

Emily Yearout Customer Success Manager, Emma

Becca Foreman Customer Success Manager, Emma

Learn actionable strategies for driving donations as well as nurturing the donor relationship from our education and nonprofit email experts.

Gulch I

Email List Essentials

Grey Stepp Support Team Manager, Emma

New to email marketing? We'll share a straightforward and instructional look at the basics of importing your email list, setting up email capture forms, and keeping your list healthy over time.

10:45AM

Foyer

15-Minute Break

11:00AM

Vanderbilt I-III

A/B Content Testing

Kevin Goldasich Customer Success Manager, Emma

By testing whenever possible, you can deliver more relevant and effective messages than ever before. Get our recommended strategies for A/B content testing and learn how to use our testing tools in your account.

Vanderbilt IV

Designing For Accessibility

Meghan Sokolnicki Email Designer, Emma

As email marketers, we strive to deliver the perfect email experience to our audience. With these design tips, you'll ensure everyone can receive and understand your message, regardless of any disabilities or assistive devices they may be using.

Vanderbilt V

Personalizing the Guest Experience (Hospitality & Fitness)

Emily Whitson Email Specialist, Emma

Julia Gregory Senior Customer Success Manager, Emma

In the hospitality and fitness industries, valuable and personalized experiences mean everything. Learn how to better understand your audience and use data to power hyper-targeted email campaigns.

Gulch I

Segmentation Essentials

Heather Sturm Integrations Support Specialist, Emma

Did you know segmented emails generate 58% of all email marketing revenue? Discover the best ways to organize your audience segments and how to begin segmenting for improved results.

11:45AM

Foyer

Lunch

12:30PM

Vanderbilt I-III

Anatomy of an Email: Arta Tequila

Emily Yearout Email Specialist, Emma

Tylor Loposser Email Designer, Emma

Emily Whitson Copywriter, Emma

Interested in how we make strategic, content, and design best practices work for our clients? Take a deep dive into a successful email campaign with the email specialist, copywriter, and designer who made it happen.

Vanderbilt IV

All About Improving Open Rates

Jason Keary Launch Specialist, Emma

From sender name strategies to subject line optimization, we'll share easy-to-implement tips to create emails your recipients can't wait to open.

Vanderbilt V

Segmentation Next Steps

Tyler Sutton Email Specialist, Emma

Are you getting the most of the data you already have? Explore advanced audience segmentation best practices based on what you already know about your email subscribers.

Gulch I

Editor Essentials

Sammy al Hagal Customer Support Specialist, Emma

Your emails need to stand out in a crowded inbox. In this session, you'll learn how to use our editor to create engaging, eye-catching email campaigns.

1:15PM

Foyer

15-Minute Break

1:30PM

Vanderbilt I-III

Evolving Your Audience

Elizabeth Duffey Email Specialist Team Lead, Emma

Moving beyond just the signup form, learn how to optimize every experience for data capture and list growth as well as how to properly nurture your subscribers through smart segmenting and automation.

Vanderbilt IV

Designing a Better Newsletter

Kelly Wolfenbarger Senior Email Designer, Emma

We get it: Many marketers are tasked with sending an email newsletter that contains a ton of content. But that doesn't mean your newsletter has to be an ugly, indecipherable wall of copy. In this session, we'll teach you how to create effective long-form content with multiple calls to action without losing your readers.

Vanderbilt V

Automation Next Steps

Becca Foreman Customer Success Manager, Emma

To stand out from the competition, you need to automate campaigns based on the activities your subscribers are doing every day. Take your email automation to the next level with more advanced strategies like branching logic and lifecycle campaigns.

Gulch I

Sending Essentials

Lauren Ackerman Launch Specialist, Emma

From checklists to test mailings, discover how to create a step-by-step workflow that takes the anxiety out of hitting "send."

2:15PM

Foyer

15-Minute Break

2:30PM

Vanderbilt I-III

6 Keys to Email Marketing Success

Nora Snoddy Director of Marketing, Emma

From beginning to end, how can you set your email marketing strategy up for success? In this session, learn the basics behind solid list building, subscriber engagement, and more!

Vanderbilt IV

Tracing Trends in Response Data

Emily Whitson Email Specialist, Emma

Elizabeth Duffey Email Specialist Team Lead, Emma

You can learn a ton about your email audience simply by watching your response data over time.

Vanderbilt V

Template Builder Next Steps (Enterprise)

David Saunders Email Designer, Emma

Megan Heikkinen Email Developer, Emma

Learn to develop email templates that make best use of Emma's drag and drop editor functionality as well as our tips and tricks for getting around the editor's default behaviors.

Gulch I

Automation Essentials

Laura Delcambre Customer Support Specialist, Emma

Email automation is the key to making the most of your resources and content. Walk away from this session ready to implement automation workflows in your account.

3:15PM

Foyer

15-Minute Break

3:30PM

Vanderbilt I-III

Ask Us Anything: Live!

5:00PM

Event Hall

Marketing United Welcome Party

Country Music Hall of Fame

222 5th Ave S. Nashville, TN 37203

Monday April 9

5:00PM

Event Hall

Marketing United Welcome Party

Tuesday April 10

7:00AM

Event Hall

Breakfast & Networking

8:45AM

CMA Theater

Opening Remarks

Wellford Dillard CEO, Emma

8:50AM

CMA Theater

Keynote

The Irresistible Power of Strategic Storytelling

Kindra Hall Award-Winning Author & Columnist

The shift from a transactional economy to a connected one has people scrambling; when surveyed, companies admit they believe a substantial portion of their revenue is under threat as a result. Businesses, brands, sales forces, marketing teams and leaders at all levels are desperately trying to capture attention and resonate with consumers who expect more. Is there a secret weapon? A silver bullet to humanize and connect? Yes. The answer is strategic storytelling.

The problem? In its rapid rise in popularity, “storytelling” has been reduced to in-actionable jargon. Every day businesses and individuals miss critical opportunities to connect with their elusive audiences in powerful and profitable ways because they lack a storytelling skill. Until now.

Kindra Hall has presented for audiences around the world and across industries to equip them with this essential skill for success. Far from jargon or fluff, Kindra’s approach to storytelling is razor-sharp and immediately actionable. The result: Using Kindra’s blueprint for effective storytelling, attendees leave empowered and equipped to close more sales, build better relationships, or blow up their brands by leveraging the irresistible power of their stories.

9:35AM

CMA Theater

Keynote

Going Digital: Effective Storytelling in the Age of Social Media

Arun Chaudhary Official White House Videographer for President Obama

In this presentation, Revolution Messaging’s Arun Chaudhary will discuss the death of broadcast and share how storytelling has changed in the digital era. Drawing on examples of the digital creative strategy used for President Obama and Senator Bernie Sanders, Chaudhary will explore the intersection of authorship and authenticity that creates powerful online messaging and mobilizes people to take action.

10:25AM

Event Hall

20-Minute Break

10:45AM

Event Hall

The Future of Email: This Time, It’s Personal

Logan Baird Design Services Lead, Emma

Melanie Kinney Email Marketing Manager, GasBuddy

Cher Fuller Senior Strategist, eROI

Heidi Olsen Senior Developer, eROI

Gone are the days where batch-and-blast is an effective email marketing tactic - these days, it's all about smart, targeted, relevant sends with a tasteful dash of personalization. Join our panel of email industry experts running the gamut from design and development to analytics and brand strategy as they discuss how to:
• Create a user-focused inbox experience
• Personalize intelligently without creeping out your subscribers
• Automate the mundane tasks to focus on the effectively executing the fun stuff

Grand Foyer

See All of Your Digital Marketing Metrics, from ALL of Your Marketing Sources, in Real-Time, in One Place

Stuart Fern Sr. Solution Consultant, Domo

The average digital marketer has data that resides in seven different systems. Between email, CRM, social media, and digital spend platforms, how can you be expected to keep tabs on it all?

Manually exporting data and updating spreadsheets to aggregate your reporting just doesn’t cut it anymore. Come see for yourself how Domo will allow you to connect all of your digital metrics in one place and all in real-time, allowing you to run your business from your phone.

CMA Theater

How to Get Your Business Started with Voice Search

Liz Walton VP of Marketing, Yext

With smartphones in 82% of hands and smart speakers in 11% of homes, you likely find yourself comfortably addressing Alexa, Cortana, Google, or Siri. But as a business, you may be struggling to understand what effect these devices will have on consumer behavior. Yext's VP of Marketing, Liz Walton, will break down the evolution of voice search, how its changing consumer behavior, components of a successful voice search strategy, and how you can keep your business competitive in today's intelligent world.

11:30AM

Event Hall

15-Minute Break

11:45AM

Event Hall

Why A.I. Voice Is the Future of Branded Communications

Cory Treffiletti CMO, Voicera

Regardless of industry, every brand is driven by the same thing: their customers. And thanks to ongoing advancements in technology, artificial intelligence is emerging as a powerful vehicle for marketers to better service their customers. In particular, one form of AI is becoming a leading agent of customer success and satisfaction — voice. Attendees will walk away with an understanding of the following:
1, How voice will impact the way brands communicate, engage and foster relationships with consumers
2. How to determine what is the best approach to voice for your brand
3. The three pillars of voice: information, action and conversation
4. What the future of branded voice communications look like given the rapid innovation in technology

Grand Foyer

Down with Demographics: How to Avoid Sucky Persona Syndrome

Susan Baier Founder, Audience Audit

Marketers know our personas suck. We stand in the shower while the hot water runs out, trying to figure out how a 34-year-old woman with two kids and a Honda feels about cream cheese or software or leaf blowers. Sometimes the problem is that we don't really have data, so we're relying on our own gut, or what the boss (or client) thinks, or something we saw in an article somewhere. And often our personas are based on demographics and other superficial information — characteristics that are remarkably unhelpful when we try to understand and engage with our ideal audiences. The best tools for marketers are specifically designed to allow us to reach specific groups with specific messages — in fact, they often require it. And so, we need personas to segment our efforts and utilize the amazing capabilities of the software and platforms we use. But there's a better way to think about our ideal customers and develop personas that are actually helpful, allowing us to resonate with our target audiences. Join Susan and learn how to avoid Sucky Persona Syndrome. You'll never look at your audiences the same way again.

CMA Theater

Flashes of Genius: Learning the Art and Science of Creativity

Allen Gannett Founder & CEO, Trackmaven

The standard view of creativity is one of constant brainstorming punctuated by sudden flashes of genius - it is not something you can be intentional or methodical about. This talk will disprove this, explain how flashes of genius actually happen and provide ways any creator can increase their odds of having one.

The talk is based on two years of research for Gannett's upcoming book The Creative Curve (June 2018, Penguin Random House). As part of this, he interviewed dozens of the world's leading creatives such as celebrity chefs, multi-platinum musicians, billionaire entrepreneurs, and fine artists. In addition, he talked to the leading scientists and academics who study the field. Based on this, he found four patterns—The Four Laws of Creative Curve—that all creatives engage in. These laws are not only scientifically valid, but can be followed by any aspiring creative. This talk will give a sneak peek into Gannett's research and an early look at how you can leverage it.

12:30PM

Event Hall

Lunch

1:45PM

Event Hall

Practical Advice for Creating Successful Digital Strategies

Megan Hassall HealthStream

Allegra Landers Qualifacts

Kate Moore Planview

Tim Putnam Tractor Supply Company

Ben Rigsby President, SnapShot Interactive

Grand Foyer

Email Metrics Workshop: Creating a Reliable, Repeatable Measurement Process for Email Marketing

Chris Sietsema Digital Marketing Consultant, Teach to Fish Digital

Does the prospect of making sense of your email marketing reports make you uneasy? Has the sheer volume and variety of mailing response metrics got you light-headed and groggy? Are you 100% certain about the next steps required to improve the results for your next email campaign?
For those lost in a murky swamp of email metrics, take comfort in the fact that there is a simpler path. This workshop is designed to help you find the most meaningful measurement devices and statistics for your program. Chris Sietsema of Teach to Fish Digital will guide you through a step-by-step approach to identify key metrics, diagnose program weaknesses and enact changes to improve email marketing performance.
Additionally, we’ll work through a variety of sample remedies to cure what’s ailing your unique email marketing program. Bring a sharpened pencil, and prepare to upgrade your email measurement process.

CMA Theater

VB Engage Podcast

Travis Wright & Stewart Rogers VentureBeat

Stewart Rogers and Travis Wright are seasoned veterans in the marketing technology field. Both Stewart and Travis are active keynote speakers and authors on marketing topics. Stewart currently serves as an analyst-at-large for VentureBeat where he supports VB Insight with analysis and reports. He also is a frequent speaker and writer on marketing tech, sales force automation and web tools. Travis is a Chief Marketing Technologist, marketing keynote speaker and author of Wiley’s Digital Sense. He also co-founded CCP Digital, a digital marketing and advertising agency.

Together the two host VentureBeat’s regular podcast known as VB Engage. The podcast discusses topics like marketing and mobile engagement, and features interviews with the brightest minds in technology, social media, marketing tech and customer experience.
Stewart and Travis will be attending Marketing United where they will record a session from the CMA Theater stage for a series of Marketing United conference interviews for VB Engage.

2:30PM

Event Hall

15-Minute break

2:45PM

Event Hall

Digital as WOW: Human Centric Interactive Brand Experiences

J. Robert Brown Sr. Manager Interactive Marketing, Nissan North America

Steve Savich Executive Creative Director, Critical Mass

The most powerful brand experiences generate an emotional impact that inspires a person to act. The payoff for these emotionally charged experiences is deeper engagement, brand loyalty and brand advocacy. In this session, you’ll hear how Nissan embraced this philosophy, providing Cannes Lion award-winning, next-gen experiences to push engagement through 360° VR experiences and augmented reality (AR) apps.

Grand Foyer

Social and Search: Made Better Together with More Data

Mark Irvine Senior Data Scientist, Wordstream

In the past 18 months, the number of advertisers on Facebook and other social platforms has more than doubled. Today, more than 7 million advertisers contribute to the 2nd largest ad platform. As the channel matures, Facebook continues to expand its ability to target more sophisticated audiences and display more visually stunning ad formats. However, as new advertisers explore and expand on the network, some may discover that their new campaigns perform differently than they expected. How do we measure the success of these campaigns in a world in which our users are increasingly connected and exposed to multiple campaigns across different networks and devices? Too often we treat these channels differently and plan our digital strategies separately, and in doing so we miss valuable insights and major opportunities.
Audience takeaways:
• View data on how social campaigns influence customers in all stages of the funnel and measure their impact on other campaigns.
• Demonstrate how social signals identify present and predict future search trends on the Google.
• How to use data from your search, email, and other campaigns to optimize your social campaign targets.
• Explore how to use social signals to optimize your Google campaigns.

CMA Theater

How to Create Video That Gets Attention

Amy Landino Speaker & Author

Do you need a video strategy that cuts through the noise? There are so many options for video today—and so many brands doing it poorly— that it can be difficult to know where to start and how to stand out. Amy Landino is a business owner, YouTuber and best selling author of the book Vlog Like a Boss: How to Kill It Online with Video Blogging. Discover her blueprint for personal connection through "vlogging" with actionable tactics that will position you as the leading resource in your field, and more importantly activate a rabidly-loyal community who will stay with you for a lifetime.

After this session you will be able to:
• Kick off your videos strongly so that viewers want to stay
• Discover the tricks of every social network to achieving more viewers
• Leverage the secret to video so you’ll make something worth sharing every time

3:30PM

Event Hall

15-Minute break

3:45PM

Event Hall

Winning Theme Authority with Content Atomization

Chris Sietsema Digital Marketing Consultant, Teach to Fish Digital

Nora SnoddyDirector of Marketing, Emma

Chances are good that your brand has a singular theme for which you want to be well known. A topic that resonates through all your messaging. A big idea that is as germane to your identity as the company logo.
The process to become world renowned in any subject matter requires time, discipline and a massive amount of content. To win with content, marketers must be willing and able to break down big ideas into smaller chunks, suited for different audience segments in different places.
Discover the impact of content atomization in this session led by Chris Sietsema of Teach to Fish Digital. Learn how to enhance the reach of your content with real-life examples. Chris will provide a step-by-step process that you can adopt to extend the lifespan of your marketing messages and become the authority on your brand’s chosen theme.

CMA Theater

Satire in a World of Fake News

Mike McAvoy President & CEO, The Onion

In a media landscape that is filled with "Fake News," Mr. McAvoy will discuss how satire is the cure for making consumers smarter and holding media organizations more accountable in publishing the best journalism.

4:30PM

Event Hall

20-Minute break

4:50PM

CMA Theater

Keynote

The 5-Second Rule: Achieve Breakthrough Performance in Your Career and Life

Mel Robbins Award-Winning Commentator, CNN

Imagine if you had a secret weapon that instantly turned you into your most powerful and productive self. What if you could spot opportunity and have the courage and the discipline to trust your instincts, take action and share your ideas with conviction? You’d be unstoppable.

In her globally praised TEDx talk, best-selling author and entrepreneur Mel Robbins introduced the world to the science-backed secret to change: The 5 Second Rule. Over ten million views later, the 5 Second Rule has become a best-selling book and a life- changing movement inspiring people around the world to quit procrastinating, become more courageous, accomplish goals, and change for the better. With riveting videos, case studies, compelling research, and hilarious personal stories, Mel will recount the deeply relatable and remarkable story of The 5 Second Rule and the power of five second decisions. She will demonstrate how this rule has helped people, teams, and businesses around the world change for the better. And, through audience interaction, she’ll show you how to use the Rule so you can also achieve your goals.

This is a life-altering speech filled with groundbreaking insights and a tool for action that is critical for selling, leadership development, innovation, and success. Mel will present the secret to HOW we change behavior, HOW to take smart risks, HOW you bring out the best in your team, and HOW to create the results that we covet at work and in life.You’ll walk out of this experience with tools you can bring to back to your team, your family, and your life–and you’ll leave feeling inspired, empowered, and ready to take action.

6:00PM

Event Hall

Cocktail Reception

7:30PM

The George Jones

Party at The George Jones on 2nd Avenue

Wednesday April 11

8:00AM

Event Hall

Breakfast & Networking

9:00AM

CMA Theater

Keynote

Break the Wheel: Why Best Practices, Conventional Wisdom and Trendy Tactics Hold Us Back from Doing Our Best Work

Jay Acunzo Host of "Unthinkable"

Over and over again, we follow the best practices, we obey the smartest gurus, and we jump on the latest trends. And really, in part, that's what got us to our leadership roles today. But the more we cling to convention as we grow, the more our results end up … just fine.

What the heck is next? More tips-and-tricks? We’re working WAY too hard to see average results. As leaders and practitioners, in our journey to be great, we face the Information Age's dark side: Advice Overload. Every person with wifi claims to be the expert. Every shift in the industry causes us to react, instead of respond. And every time we feel we finally know the answer … we don’t. We need to get out of this endless cycle. We need to break the wheel. In this fast-paced, inspiring talk, keynote speaker and "Unthinkable" podcast host Jay Acunzo will hand you a sledgehammer. We’ll hear stories of those who questioned the best practice to get better results. We’ll learn how to make the unconventional path seem like the smarter one -- to our superiors and our teams alike. And we’ll see the frameworks innovative individuals used to be better than the average noise in their niche. You won’t leave this talk knowing THE answer. Instead, you’ll know something far more powerful in your work: how to find your own. Are you ready to break the wheel?

10:00AM

CMA Theater

Keynote

2018 Product News at Emma

Cody Bender SVP of Product, Emma

Join Cody Bender, Emma’s Senior Vice President of Product, as he walks through Emma’s product vision, features we launched over the past year, a sneak peek into exciting 2018 releases, and a customer interview to uncover how Emma and email marketing played a pivotal role in their business’s success.

10:50AM

Event Hall

20-minute break

11:10AM

Event Hall

The 360 Experience: Exceptional Customer Service from Online to Table

Lauren Keeton Fox Restaurant Concepts

Rachel Insler Patina Restaurant Group

Michael Baker Emma

In hospitality, the key to success is developing a comfortable rapport with your customers and delivering an experience that keeps them coming back again and again. Now, you can deliver the same high quality service your customers expect through your email marketing program. During this panel discussion, we’ll give you tips for combining restaurant intelligence with personalized email marketing to drive more repeat business than ever before.
You’ll learn:
• Best practices for using customer data to power personalized, effective messaging
• How to address shifting demographics to continue pleasing loyal customers while attracting more new ones
• What marketing strategies currently drive the most ROI and where experts will be investing in 2018

Grand Foyer

Underlying Causes: 8 Hidden Factors that Are Tanking Your Conversion Rates

Ayat Shukairy Co-Founder, Invesp

Conversion rates can be like Pandora's Box if you don't know why people are abandoning your site. But how can you uncover what's actually happening from a user perspective? Analytics do a good job of pointing out problems – the 'what' – but they often don't help much on the 'why.' In this session, Ayat Shukairy will dig deeper into some of those whys and how to extract them.

CMA Theater

Tell a Better Story

Daniel Sieberg Senior Marketing Manager, Google

At the core of any successful business is a story of why: why does any business exist and what are they trying to solve for? And beyond that narrative, how is that story best articulated and conveyed with customers and a broader audience? The art of telling a better story through people, crafting the right words of engagement, and learning from other successes (and failures) is just part of what Daniel Sieberg will cover. He’s a former Google marketing executive and now cofounder of Civil, which is a decentralized platform built on blockchain technology aimed at supporting quality and sustainable journalism.

11:55AM

Event Hall

Lunch

1:15PM

Event Hall

Conquering Universities’ Biggest Marketing Challenges

Randy Stewart Eventbrite

Valerie Oswald Cornell University

Jesse Bardo EverTrue

Jordan Pratt Emma

Elizabeth Duffey Emma

What's the future of higher ed engagement?
During this panel discussion, experts from Emma, Evertrue, Eventbrite, and Cornell will share successful ways you can combine forces across platforms and departments to raise money, engage alumni, and do your best marketing yet. You'll hear about the biggest challenges university marketers face and learn the tactics you'll need to achieve your goals in the current digital marketing landscape. Don't miss it!

Grand Foyer

Marketing Orchestration: The Secret to Driving Results in the Gig Economy

Susan Marshall Founding Partner & CEO, Torchlite

Two-sided marketplaces like Airbnb and Uber are providing consumers with more flexibility in their day-to-day lives – enabling them to tap into the gig economy and share on-demand goods and services.

Marketing demands and trends are changing so rapidly that marketers need to adopt this same agile mindset if they want to see results. In this session, Torchlite CEO Susan Marshall will share how marketers can use the gig economy to fill gaps with freelancer experts and drive successful outcomes.

CMA Theater

The Art and Science of Storytelling: From Emotion to AI

Paul Beck CMO, Storybooth

Given 80% of Internet traffic will be video by 2020, managed by algorithms and AI, words like “storytelling, innovation, authenticity and engagement” need to become more than buzzwords for brands. This presentation will lay out how science paired with creativity can consistently connect audiences and brands in ways meaningful to both, with practical and actionable takeaways.

2:00PM

Event Hall

15-Minute Break

2:15PM

Grand Foyer

Stop Trusting Your Gut! Leveraging Data Insights to Give Users What They Really Want

Matthias Mueller SVP Worldwide, SINGER, PFAFF, VIKING

How can we really measure whether a campaign, website or creative design is good or bad? Given the myriad of options, let's chat about how instant, cheap access to sophisticated analytical tools enables us to make design decisions based on empirical data. Let's understand what it means to leverage data to create unique experiences, and most of all: let's stop relying solely on our instincts and instead, validate our creative choices.

CMA Theater

Why We Brand, Why We Buy

Debbie Millman Brand Consultant & Host of Design Matters

The talk explores the following:
• What are the waves of modern branding over the last 100 years? Debbie will explore each one, focusing on the brands that defined each period
• How human evolution and population trends are linked with branding
• How psychology and behavioral rituals are linked with branding
• How technology has changed the way we interact with each other and with brands
• What it takes for modern brands to stand out in a crowded marketplace
• How branding connects with our most hard-wired, basic instincts
The talk concludes with an over-arching hypothesis of why, as a species, we continue to make and mark things, in every aspect of our lives.

3:00PM

Event Hall

15-minute break

3:15PM

Event Hall

The Battle for the Inbox: How to Stop Bad Email Once and for All

Colby Cavanaugh SVP of Marketing, Emma

Emma Matthews Director of Professional Services, Emma

There are an astounding 269 billion emails sent each day, and email continues to be the most effective channel in a marketer's toolkit, providing a 38:1 return on investment on average. So why do we all still get so much bad email? You know what we're talking about – messages that are not relevant, personalized, or engaging. It’s because email works even when it’s bad... but let’s not settle for that. Great email provides value to your subscribers and supports your brand experience.
In this session, we’re going to give some love to our email strategy. We’ll get tactical and cover ways to boost subscriber engagement including:

• Segmentation – we’ll discuss the concept of a minimum viable audience for your campaigns
• Design – we’ll talk about what makes a great email and look at some cool examples
• Automation – we’ll focus on leveraging automation to help you scale your marketing genius

Grand Foyer

More from Less: Or How I Learned to Embrace Limitations and Exploit Them

Nathan Elson VP of Marketing, CDF Capital

Ask any marketer: it does not matter how big your company is – you will have limitations. Whether it's bureaucracy, budget, people, or time, there are always things that limit what we can accomplish (or what we want to accomplish) through marketing. This is especially true for nonprofits and small to mid-size businesses.

So is there a way past those limitations? At CFD Capital, the team has experienced tremendous growth in scale, capability, and the effectiveness of their marketing by doing the only thing they can: by embracing limitations and learning how to exploit them.

There are three principals that have a transformational effect on their marketing, and their efforts are yielding great results. In this session, Nathan Elson will share how you can apply what they've learned to your own brand and situation.

CMA Theater

Brewing up the Future: Keeping Beer Fresh with the Ever Evolving Consumer

Andrew Green Director of Strategy & Innovation, Anheuser-Busch

Anheuser-Busch continues to push the limits to stay ahead of the curve, but connecting with the ever evolving consumer always has its challenges. Through product, technology, and many other types of innovation, Anheuser-Busch takes a human-centered approach to solving industry challenges, leading disruptive thinking, and delivering value to consumers around the world.

4:00PM

Event Hall

20-minute break

4:20PM

CMA Theater

Keynote

Choosing to Live Audaciously

Bob Goff Best-Selling Author, Love Does

Bob connects to audiences in a powerfully inspirational, yet down to earth manner.

5:10PM

CMA Theater

Closing Remarks

Ethan Zoubek Chief Revenue Officer, Emma

5:30PM

Emma HQ

Wrap Party at Emma

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