New York City
March 1-2, 2017
Conductor is bringing the C3 auditorium to you virtually, so whether you missed our main event, want to share it with your team, or can’t wait to come back, this year’s top sessions and speakers are coming to you – wherever you are. Join us for this free event to relive the insights and highlights of the premier digital marketing conference. Available on-demand until July 13th, 2017.
C3, brought to you by Conductor, is the premier marketing conference taking place in the heart of New York City. Hundreds of global marketers from distinguished and emerging brands share stories, innovations, and insights around attracting customers and revenue through organic channels.
At C3, you’ll be able to choose the agenda track that matches your area of expertise:
Strategic SEO: You are responsible for SEO, rankings and optimizing site traffic
Content Marketing Intelligence You are accountable for content strategy, creation and implementation
Digital Marketing Leaders: You have overall responsibility for marketing results
Stay tuned for more information on our 2018 event.
|8:00 - 10:00||Breakfast & Registration|
|8:15 - 9:15||All Star Certification
Set yourself apart from the crowd by getting certified on the leading content intelligence platform. Current Conductor customers can raise their level of competence in Conductor Searchlight and learn how to help their team leverage all of the insights that Conductor has to offer.
|8:15 - 10:15||Legend Certification
This session is open to Conductor customers who are All Star and MVP certified PRIOR to C3 2017.
|9:15 - 10:15||MVP Certification
Current Conductor customers can raise their level of competence in Conductor Searchlight and learn how to help their team leverage all of the insights that Conductor has to offer.
|10:30-12:30||Opening Keynote:Customers, Value, and the Future of Marketing
Fireside Chat Keynote Panel: Marketing Through Transformation: The Story of the 124-Year Old Startup
Opening Keynote:Seth Besmertnik, CEO, Conductor
|12:30 - 1:30||Lunch|
|Strategic SEO||Content Marketing Intelligence||Digital Marketing Leaders|
|1:30 - 2:10||The Evolution of SEO: How to Become a Modern-Day SEO Master|
Simon Heseltine, VP of Search, ForRent.com
In this session, you’re will see how search engines have evolved over the last few years, and where they’re going. You’ll discover what you should have done, that if you haven’t, your competitors may have. You’ll get insights into where you should focus your 2017 SEO budget, and it will also provide an intro into some of the other topics that will be covered in more depth over the rest of the conference.
|Reverence + Relevance: |
Evolving the Ultimate 130-Year-Old Brand
Jill Cress, CMO, National Geographic
|Search Presence Intelligence (SPI): Where Search Meets Business Intelligence
Stephan Bajaio, VP of Professional Services, Conductor
|2:15 - 2:55||AMPs Spotlight: From Tactics to Challenges and More|
John Shehata, VP, SEO, Condé Nast
|Creating an Authentic Customer Connection: Data-Driven Strategic Storytelling|
Adam Singer, Analytics Advocate, Google
In a world increasingly saturated with data and information, visualizations are a potent way to break through the clutter, tell your story, and persuade people to action. Raw statistics by themselves are fine. But showing in context, whether with a simple chart or more creatively in an interactive form, is the future of sharing information and storytelling and needs to be embedded in the thinking of all communications professionals. In this session Adam will share some data visualization and analysis best practices for both your internal business uses and external marketing to tell the clearest, highest impact stories.
|Next-Generation Marketing: A Journey in Enterprise Digital Transformation
Jay Wightman, Head of Digital Experience, John Hancock
Innovator and entrepreneur Jay Wightman reveals what the journey looks like for an enterprise to adapt for the next generation of digital marketing for any industry. Jay has helped several brands adapt their legacy products and services to better align and scale online.
|2:55 - 3:15||Coffee and Networking Break|
|3:15 - 3:55||Afternoon Keynote: Marketing In The Age of A.I. and Machine Learning
Dharmesh Shah, Founder and CTO, Hubspot
The marketing industry has seen a lot of change in the past 10 years. We'll see even more in the next 5. Artificial Intelligence is no longer something PhDs work on quietly in the background. It's already having an impact on many industries -- and marketing is next. We'll take at some of the near-term use cases including chatbots, predictive marketing and content optimization.
|3:55 - 4:15||2017 Searchie Awards|
|4:15 - 5:00||Afternoon Keynote Panel: Creating a Customer-First Marketing Strategy
Moderator: Seth Besmertnik, Conductor
Panelists: John Schulenberg, Intuit • Garth O'Brien, GoDaddy • Missi Carmen, Stamark International
In 2017 and beyond it has never been more important to put the needs of your customers above your own business goals to set yourself up for success. With the customer in control, brands need to adapt their strategies to ensure they are solving the problems of their customers at every possible touchpoint. But putting customers first raises several key questions:
|5:30 - 8:30||C3 After Party|
|9:00||Breakfast & Registration|
|9:15 - 10:00||Opening Keynote: People First vs. Google First Search
Wil Reynolds, Seer
|Strategic SEO||Content Marketing Intelligence||Digital Marketing Leaders|
|10:05-10:40||Who Really Has Time for SEO? Aligning Internal Teams for Success at a B2B Organization|
Matt Crowley, MoreVisibility• Greg Tucker, RSM US LLP
One of the most difficult challenges in achieving success with SEO and Content Strategy at a B2B organization with many divisions isn’t knowing what to do, it’s getting it done. Gaining alignment and buy-in across numerous business functions and teams can be a nightmare, especially when you have tangible results to achieve. In this session, Matt Crowley (MoreVisibility) and Greg Tucker (RSM US LLP) will discuss how B2B organizations like RSM US LLP can achieve alignment on their SEO and Content strategy.
|Building Brand Affinity: Creating Content Around Customer Intent|
Crispin Sheridan, SAP • Mike Grehan, Acronym
Ideally, in a personal selling situation, you’ll hear the words: “Can I help you?” Or, some kind of variation on that theme to start a conversation. And yet, online where we have so many opportunities to start a conversation that way, we often choose to stampede into a potential customer’s life, effectively shouting: “10% off if you buy within the next 5 nanoseconds!” Or, some kind of variation on that theme. The sad truth is, most marketing and sales teams have tons of content for late stage offers and negotiations that they force into the process way too early. And yet so little to start a conversation much earlier on the path to purchase. Don’t start your relationship and brand building activities with the price of everything: start with the value. Don’t wait until, the last minute to communicate with potential customers, be there in the early stages to provide help, not hype, to create that longer-lasting brand affinity.
|Staying Ahead in the Age of Innovation: Tips for a Successful Site Migration
Adam Audette, Merkle • Kemp Honeycutt, ShoppersChoice.com Acronym
In a world of constantly evolving searchers and search results, it is critical for webmasters to keep up with the needs of their users. Almost every website will need to undergo a site migration at some point in time whether to become secure with HTTPS URLs, move to a new platform, consolidate websites, or introduce user-friendly URLs. Adam Audette (Merkle) and Kemp Honeycutt (Shoppers Choice) have done the heavy lifting to understand what can make and break a site migration. In this session you will learn why you should consider migrating, what the process of performing a successful migration looks like, and potential pitfalls to avoid.
|10:40-11:00||Networking Coffee Break|
|11:00-11:40||Keynote Session: Rebooting Strategic Content Marketing
Robert Rose, Content Marketing Institute
We’ve all seen the recent headlines: Content Marketing isn’t for everyone. Businesses Struggle with Digital Content. Content Marketing is more expensive, or takes too long. Well, the truth is – those headlines are mostly true. But they don’t have to be. Marketers can transform content marketing into something much clearer, and actually something that helps the company become more profitable. Let’s reboot the whole notion of owned media, reset and peel back the covers of what’s actually going on with successful content marketing approaches in today’s digital enterprise. Let’s take a hard look at the actual business strategy of content marketing and how we might fix content marketing and get to real, demonstrable, and profitable value to our business.
|11:45-12:25||Moments That Matter: 4 Tricks for Measuring Your Website|
Thom Craver, CBS Interactive
Moments That Matter: 4 Tricks for Measuring Your Website
|How to Use Search Data to Build Content that Drives Value at Scale|
Grant Simmons, VP of Search Marketing, Homes.com
While cat videos may still dominate YouTube & Instagram, quality content creation requires a less feline focus, and an ability to scale content beyond kittens with value and uniqueness. Join Grant Simmons as he demonstrates how Homes.com leverages big data and fat cats to create content that aligns with; brand messaging, user interest, and search engine quality mandates. You'll get inspired, excited and empowered with ideas and information that will scale your content strategy out of the litter box and into Google's search results.
|How LEGO Keeps Marketing Relevant For Audiences in Constant Change
Luis Navarette Gomes, LEGO
LEGO is well known for being a brand with exceptional consumer engagement and a strong and loyal fan base, but how does LEGO keeps relevant to different audiences?
|12:25 - 1:30||Lunch|
|1:30 - 2:10||Keynote Session: Innovation in Content Marketing Starts with a Reality Check
Jason Miller, LinkedIn
Marketers have been operating under a false pretense regarding their audience's ability to concentrate for longer than 8 seconds. I call this the Myth of the Goldfish. In this keynote, I'll debunk the myth and reveal how changes in society's ability to multi-task are transforming how companies should approach their content marketing strategy. It’s time to start thinking in terms of brains over budget, doing more with less, thinking extravagantly and creatively to double down on what’s working. We'll cover up-cycling your pre-loved content to extract every last ounce of value from your existing investments and innovating around the technology you already know how to use. From long form content to video and everything in between, I'll show you how to build an owned media empire.
|2:15 - 2:55||Leveraging Crawler Intelligence to Prioritize Impactful SEO Strategies|
Sarah Dryden, Path Interactive • Piera Palazzolo
Digital marketers and SEO’s regularly make decisions about website content, internal site structure, or technical refinements by relying on “best practices” (as documented by the search engines themselves) and a trial-and-error approach: “If I change this, will search engines find my content more easily, or assess it to be more relevant?” But when it comes to how search engine crawlers actually visit and move through a site, we’re often in the dark – especially for enterprise level sites with an overwhelming amount of content. In this session, Sarah Dryden (Path Interactive) and Piera Palazzolo (American Management Association) will discuss how using web logs to document and compare trends in actual crawler behavior can help narrow down key priorities for an enterprise-level site.
|Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time|
Larry Kim, WordStream
|Habits of a High Growth Company
Joanna Lord, ClassPass
Joanna will cover how to organize your teams and company for accelerated growth. She’ll cover how to introduce experiementation across stakeholders, who to hire and what processes to leverage to make sure you’re maximizing across all cylinders to dominate the competition. Additionally, she’ll walk through common best practices from some of the fastest growing companies so you can understand what makes them stand out and ultimately win.
|2:55 – 3:15||Coffee Break|
|3:15 - 3:55||Mad Science = Mad Productivity - aka “How Vlookup Can Change Your Life”|
Josepf Haslam, EducationDynamics
Fire-hosed with data from disparate sources? Who’s got time to piece this together without IBM’s Watson? You do. We will walk through real life use cases marrying Searchlight data with other Searchlight data, with internal data, and Search Console data.
|Cutting Through the Content Clutter: Engaging Video Content Marketing|
Mark McMaster, YouTube
• Deep dive on trends in video consumption behavior as seen on YouTube
|The Intersection Between Digital Marketing / Acquisition & Brand Marketing
Carolyn Tisch Bodgett, Peloton Cycle
|4:00 - 4:45||Closing Keynote Panel- A Quick Word: The New Era of Search Marketing
Moderator: Mike Grehan, Acronym
At the dawn of search the major problem that search engines had to contend with was very short queries. Single word, two and three word were the norm. “Digital Camera”. What does that actually mean and what’s the intent behind the query? Buy one? Sell one? Repair one? Information retrieval science has come a long way to better understanding intent to provide the optimal end user experience.
CONTENT MARKETING INTELLIGENCE
DIGITAL MARKETING LEADERS
C3 is well-known for its epic after party. This 2017 happy hour event took place at the Copacabana in Times Square. With breathtaking views of New York City and the world-famous Times Square below your feet, attendees had the chance to connect and unwind with industry peers.
We also encourage speakers to join our networking events and engage with attendees leaving plenty of time to ask questions and make key new contacts. And what better place to do all of the above than in the heart of NYC!
C3 2017 happy hour featured Ryan Star, an award-winning writer and performer dubbed “the alt-rock Frank Ocean” by Paper Magazine. With 3 Top 15 hits, including Breathe and Stay Awhile, Ryan has shared the stage with the likes of Bon Jovi and Maroon 5 and is currently touring Scandinavia promoting his platinum album.
340 West 50th St. between 8th and 9th Ave.
New World Stages is a renowned off-broadway theatrical complex that has served as a home to Tony-Award-winning, Guinness-Record-setting, and Pulitzer-Prize-earning shows such as Avenue Q and the Gazillion Bubble Show, and now C3 2017.
Connect with Conductor’s Strategic Partners
Conductor’s strategic integration and agency partners join on-site to demo and explain how they enhance and support their customers. Attendees have the opportunity to find out more on the latest innovations revolutionizing the organic marketing industry and how they can help you meet your business goals.
Thank you to our C3 2017 partners.
Conductor Customers have the opportunity to attend Conductor Searchlight Certification where they can identify new ways to grow their search programs, become more efficient in the product, and receive recognition for their proficiency.
Upon successful completion of the Certification test, customers will receive an official Conductor Searchlight Certification Certificate, a badge for their LinkedIn profile or company website, and membership in our Conductor Certification LinkedIn group. Click here to learn more about the three levels of certification being offered: All-Star, MVP, and Legend.
Can’t wait to join us for the next C3? Stay tuned while we finalize the details of our 2018 event.
In the meantime, be sure to check out the 2017 presentations, complete with both keynote and breakout sessions. Feeling inspired? Visit conductor.com for the latest on industry technology and learn how you can transform your business with Customer-First Marketing.
Conductor customers can contact their Customer Success Manager for information on group pricing. For general attendee group pricing, please contact firstname.lastname@example.org to speak with a C3 representative.
A limited number of press passes are available each year – please contact email@example.com for more information.
Thank you for your interest in speaking at C3. The speaking submission period is now closed. Information on 2018 speaking lots will be available soon.
Sponsorships are limited to Conductor’s strategic partners and agencies. If you’d like to be considered, email firstname.lastname@example.org.
There is no official dress code for the conference and we welcome a range of attire at the event. Business casual is the most common attire.
Feel free to e-mail any additional questions to email@example.com and a C3 team member will be happy to help you out.