The 2018 Agenda
featuring keynote speaker michael barber
Email Marketing: The Gift That Keeps on Giving to Marketers
If you missed Michael Barber’s half-day Digital Summit KC session on email marketing, now’s your chance to catch up on the good stuff. We can all agree that email marketing is one of, if not the most effective digital marketing tactics. The problem is that most marketers and organizations have abused the channel; leading to depressed open, clickthrough, and post conversation metrics, as well as a love/hate relationship with all emails. To solve this problem, we need to rethink how we connect with people via their inboxes, radically reduce the propensity of sending campaigns simply because our organizations have something to announce, and expand the KPIs that dictate success. Join this workshop to discuss these issues, and walk away with a plan on how to make email great again.
At the end of this session, you’ll be able to:
-Understand the latest trends and stats on email marketing
-Develop short and long-term communications plans with subscribers
-Perform effective email audits
-Build effective email workflows with your organization
-Leverage modern web tools to create kickass emails
-Determine the email metrics that matter
-Discover future email opportunities
8:30 a.m. // What’s Now, New, and Next in the emfluence Marketing Platform
Presented by Dave Cacioppo, emfluence
3:00 p.m. // Trends in Email Marketing: A Panel Discussion
Moderated by emfluence
B2B Learning Track
9:15 a.m. // Tips, Tricks, & Truths: Using Your Email Platform to Connect with Employees
Presented by Karen Loggia, Tension Corporation
Taking a lead from a successful outbound email strategy, Tension applied key learnings and best practices for to better connect with employees. Join Karen for this lively discussion where she will share some tips, some tricks, and some hard truths about using email for intercompany communication.
At this presentation, Karen will discuss her company’s journey to integrate email best practices into internal communications.
Karen will discuss:
-How Outlook fails most internal communication efforts
-Integrating the email platform into big picture communications goals
-Writing and creating and emails that get opened and read
-Using headers and pictures that enhance, not detract from your message
-Getting buy in across the organization
10:15 a.m. // How SEO Can Boost Your Marketing Automation Efforts
Presented by Evan Yule, emfluence
Want to get more bang for your buck out of your digital marketing campaigns? Join this session to learn the ins and outs of incorporating your SEO strategy and your marketing automation strategy. Evan will discuss:
-Building leads and lists through organic traffic
-Optimizing high-performing webpages with conversions in mind
-Utilizing keyword research to segment lists and deliver targeted content
1:00 p.m. // Best Friends Forever: Inspiring Customer Loyalty through Marketing Automation
Presented by Natalie Jackson, emfluence
Did you know that just a 5% increase in customer retention can increase profitability by 75%? If you’re ready to focus some of your marketing attention on customer loyalty, join this session to find out how your marketing automation platform can help. Natalie will discuss the latest trends in customer loyalty marketing, with an eye toward:
-Using surveys to power referrals and review strategy
-Gamifying your marketing with milestone emails and more
-Communicating your brand’s value to existing customers
2:00 p.m. // YRC Worldwide’s Logistics Intelligence Brief Email: A Case Study
Presented by Krissy Head and Jacob Schwartz, emfluence
Using a custom solution that integrated YRC Worldwide’s website CMS and the emfluence Marketing Platform API for email distribution, emfluence and YRCW created a system that allowed content managers to click a button and automatically create and schedule emails based on industry news links shared to the website. Learn about the award-winning project from Senior Account Manager Krissy Head and Software Development Director Jacob Schwartz and get a glimpse of websites and email working in tandem.
B2C Learning Track
9:15 a.m. // CHA-Ching, CHA-Ching, CHA-Ching: Ecommerce Tactics That Make the Cash Register Ring
Presented by Dave Cacioppo, emfluence
This presentation goes out to every marketer who dreams of selling their wares online. Whether you’re already running an ecommerce website or just beginning to think about selling your products online, this session is for you. Join CEO Dave Cacioppo for an in-depth look at the current best practices for ecommerce marketers, including:
-What’s new in ecommerce websites
-How to run supportive (and automated) email campaigns from your ecommerce site
-Incorporating paid search, and more
10:15 a.m. // Greasing the Funnel the Right Way: How a Four-Email Lead Series Netted an Additional $1.4 Million in Revenue
Presented by Lisa Reinhart, Concorde Career Colleges, and Lindsay Waters, emfluence
The old adage that you can lead a horse to water, but you can’t make it drink may apply to animals, but it doesn’t apply to today’s consumer. Don’t send out another stale, robotic email series until you join this session! Using the Concorde Career College’s award-winning lead nurture success as a case study, you’ll learn the four elements of lead nurture that speak to prospective customers on the other side of the screen.
1:00 p.m. // Going Up Against Goliath: zTrip vs. Uber
Presented by Tom Woosley, zTrip
This real-life David versus Goliath story details zTrip’s strategy for tackling Uber’s market dominance. In this session, zTrip Creative Director Tom Woosley will discuss:
-How to create a nimble yet aggressive plan to conquer roadblocks and position for success
-The benefits of brand consistency and how to manage several brands merging under one umbrella
-Managing the myth behind finding the perfect balance of supply and demand
2:00 p.m. // A Case Study: The Roasterie’s Email Strategy
Presented by Lauren Meehan, The Roasterie, and Danae Weber, emfluence
Take a coffee break with The Roasterie and learn how this Kansas City favorite leverages email marketing to encourage return visits, power their ecommerce strategy, increase newsletter subscribers and more.
General Marketing Learning Track
9:15 a.m. // The Strategy of Marketing Analytics: Turning Data into a Competitive Advantage
Presented by Matt Hertig, Alight Analytics
“Marketing analytics” is more than just pretty dashboards that attempt to tell you what happened. It’s a powerful strategy that can show you how to use marketing to drive real business growth. In this fun, information-packed session, Matt Hertig of Alight Analytics will walk you through the four stages of analytics maturity, and show you how to turn your marketing data into a competitive business advantage.
10:15 a.m. // Marketing Automation in the Age of Privacy
Presented by Neil Watkins, Asureti
Privacy regulations and consumer awareness regarding personal data use continues to increase, and thus marketing approaches must also evolve. If you’re worried about how GDPR could affect your marketing efforts and/or your long-term marketing automation strategy, this session is for you. Join us in discussing key considerations for:
-Notice and opt in language
-and more – all with a privacy lens to ensure you’re equipped with strategies for evolving your marketing to align with privacy requirements.
1:00 p.m. // A/B Testing IS The Roadmap to Omnichannel Personalization
Presented by Krissy Tripp, Evolytics
A/B Testing and applied statistics are the key to understanding your customer journey across digital channels, and even offline. Presented by Krissy Tripp of Evolytics, this session guides you through the process of testing into omnichannel personalization, from creating proof-of-concept segments to building organizational trust in AI models
2:00 p.m. // Using Your Data to Build a Better Marketing Budget
Moderated by Hayley Cacioppo, emfluence
A better marketing budget starts with understanding your marketing metrics. Join emfluencer Hayley Cacioppo for a panel discussion with some of Kansas City’s sharpest marketing minds to learn how they build their marketing budgets each year. Panelists include Stephanie Ayers, VP Marketing at Service Management Group, Tonya Masters, Director of Marketing at Murphy-Hoffman Company, and Aimee Patton, Director of Marketing–Digital at Park University. Plus, you’ll learn how to:
-How to efficiently use your marketing spend
-How to maximize budget across multiple marketing channels and business segments
-Ensuring internal stakeholders feel represented in your marketing plan
3:00 p.m. // Trends In Email: A Panel Discussion
4:00 p.m. // Happy Hour
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Since 2011, the emfluence Conference has served as the go-to conference for Kansas City’s email marketers. Over the years, we’ve added in content for all digital marketers, and incorporated more sessions to accommodate information on marketing automation strategy, CRMs, social media, SEM and more.
Take a look back at last year’s conference and agenda here: