Look back at all of the speakers and content from C3 2018. Searching for the C3 2019 agenda? Find it here.
Day 1: Wednesday, March 7
|8:00||Breakfast & Registration|
|8:00 - 10:00||Conductor All Star, MVP, and Legend Certifications|
|10:00||Opening Keynote: Let's Reinvent Marketing. For Good.
Opening Keynote: Seth Besmertnik, CEO, Conductor
|11:00||Keynote: How to Generate Direct Revenue from Your Marketing Program
Joe Pulizzi, Founder, Content Marketing Institute
Can we actually move marketing from the cost line of the financials to the revenue line?
|Big Picture Strategy||Creative Innovation||Winning Tactics|
|12:05-12:45||The Digital Marketer’s Guide to Testing Chatbots|
Purna Virji, Sr. Manager, Global Engagement,
In this session, Purna will explore how today’s conversational world goes beyond just voice search. It is a world where a landing page may no longer be necessary for online conversions and all one needs is a chat app or a digital assistant. Bots are seeing a marked rise in use and audience adoption, so search marketers need to be prepared.
|Content that Builds a Brand: How to Connect Storytelling and Creative to Bring Your Brand Mission to Life |
Catherine McManus, Sr. Director, Content Marketing, Aetna
Aetna will share how its enterprise marketing team build a content strategy to support the rollout of the company’s new brand campaign – and how content played an integral role in increasing brand favorability by:
|Is 2018 the year you should embrace AMP?
Eric Enge, CEO, Stone Temple Consulting
While AMP was originally designed for media sites, it’s rapidly going mainstream, with major e-commerce sites, such as EBay adopting it and seeing great results. The original limitations of AMP as a platform are evaporating rapidly, as a large community of open source developers are making AMP increasingly flexible and powerful. This presentation will show you the potential power of AMP, discuss it’s remaining pitfall, and lay out for you just how powerful the benefits of AMP might be for you.
|12:45 - 1:45||Lunch|
|1:45 - 2:25||Aligning the Content Mission with the Business Vision |
How Dun & Bradstreet Bridges Content Marketing with Product Marketing
|Inside Salesforce: Digital Strategy in Enterprise B2B|
Do your digital disciplines work together? Does your product messaging align with SEO? Not every large multinational enterprise works the same way. Not every digital team is organized the same way. There are a host of challenges that can hinder your efforts just as there are host of efficiencies that can benefit you. Come and gain insight into how one company's digital teams approach these issues.
Pat Reinhart, Sr. Director, Professional Services,
|2:30 - 3:10||Marketing With Data: Hearts, Charts and Shopping Carts|
World class marketers rely on a combination of data and emotion. Determining what data to measure and how to share that data, and optimize through the customer pipeline is critical. Capture the insights you want with the data your business needs.
|Mobile Addiction and What Marketers Can Do About It|
Erin Everhart, Senior Manager, Media Strategy & Mobile, The Home Depot
We can’t go anywhere without our cell phones. There is even an actual clinical condition for it now: nomophobia, as in “no mobile phobia.” Cell phones are one of the most powerful tools available to better understand and reach our customers, but so often we have no idea how to use it. It’s time to rethink how we approach mobile marketing, and it starts with understanding how (and why) we’re so addicted to this little device and exactly what marketers can do about it to turn mobile into a revenue-generating medium.
|Tracking Global Success: From Testing to Search Intent and Beyond
Garth O'Brien, Director & Global Head, SEO, GoDaddy
Every conference you hear the need for more content, but how do you determine which content to produce? This session explores the process for identifying the content your business needs to gain an edge over your competition and expand your search engine visibility using Conductor Searchlight. We also will cover how to monitor and measure the success (or failure) of your content campaigns. By reviewing a few GoDaddy content campaigns from start to finish you will be able to develop a stronger content production machine.
|3:10 - 3:30||Afternoon Coffee Break|
|3:30 - 4:05||Afternoon Keynote: Marketing’s Customer Obsession Imperative
CMOs are falling like bowling pins; in many instances, they're just not being replaced. Marketing that doesn't start with and obsess over customers, customer experience and perceived customer value is marketing that gets sidelined. Customer obsession is an imperative that marketing must champion, and businesses like T-Mobile, Sephora, and PetSmart where this has happened, are reaping rewards. Forrester Senior Analyst Ryan Skinner will describe what customer obsession means for marketers, and what to expect through 2018:
|4:05 - 4:25||2018 Searchie Awards|
|4:20 - 5:00||Afternoon Keynote: Fireside Chat with Adam Neumann, Co-Founder & CEO, WeWork
Adam Neumann, Co-Founder & CEO, WeWork
|5:30 - late||C3 After Party|
Day 2: Thursday, March 8
|9:00||Breakfast & Registration|
|9:30 - 10:15||Opening Keynote: SEOpoly-It's All About Real Estate
How to use Google's shift to more PPC showing up to your advantage in SEO. While you are losing real estate you are gaining intelligence, if you just know where to go look.
|10:20 - 11:20||Keynote: Peakonomics: Success Strategies for Marketers from the 7 Summits
Alison Levine, Everest Expedition Team Leader & New York Times Bestselling Author
|11:20-11:50||Morning Coffee Break|
|Big Picture Strategy||Creative Innovation||Winning Tactics|
|11:50-12:30||2018: The Year of Assistance (and Assistants) |
Mike Grehan, CMO, Acronym
Google declares that we’re “Marketing in the Age of Assistance” and we surely are. The smartphone is now the primary device for accessing the internet. And we’ve learned to expect so much more from it, and from our information providers. Note I said “information providers” not Google, or search engines. The notion of relevancy is still at the core of search results. But the bar has been lifted so much higher. To be relevant “and useful in the moment” is what end users now expect, indeed, demand. We need to “reframe” and often “rethink” some of our earlier learnings in search, and modern marketing generally. Peek behind the curtain with SEO pioneer Mike Grehan to find out how Google uses machine learning, deep neural networks and cognitive science as the principal drivers in search. And how digital assistants are creating a new predictive, concierge style search-and-service content experience.
|Walking a Tightrope: Balancing Organic Traffic Growth with Content Monetization Requirements|
Matt Crowley, Sr. Director of Optimized Services,MoreVisibility | Lisa Morris Bonsall, Clinical Editor, Lippincott Nursing Center
Any organization that publishes content has likely faced the challenge of balancing the need to grow traffic organically with the need to monetize their content. There are often competing needs; do you put content behind a gate and risk losing organic traffic or offer unrestricted access but risk losing conversions? We would all love to run the same paywall tests as publications such as The New York Times, but that’s not always accessible to every brand. We would also all love to think that organic traffic growth cures all when it comes to business goal growth, but that’s not always the case. Join NursingCenter and MoreVisibility in a discussion of key lessons learned from running content gating experiments, dealing with duplicate content issues, and supplementing legacy content types with new formats.
|International SEO: Optimizing Your Site for a Global Marketplace
Simon Lesser, CEO, Dragon Metrics
o It's a big world out there, and the US is only less than 10% of the world's total internet users. A killer global SEO strategy is crucial for success in the global marketplace, but international SEO brings its own set of unique challenges.We'll dive deep into the top regional search engines like Baidu, Yandex, and Naver, learning about differences in the algorithm, SERP, and how to optimize for each one. Then, we'll focus on the top tips and considerations for optimizing your site for international audiences and non-Google search engines.
|1:35-2:15||Using Search Data to Influence Organizational Decision Making |
While SEO is typically viewed as one channel within a larger digital marketing portfolio, the research that we do can drive content and technical decisions that impact all digital marketing channels. Identifying useful SEO data and using it to educate key functional teams is a core competency of an in-house SEO. Whether you are involved in early Ideation or tactical Implementation, SEO data should feed your decision making.
|Influence – How To Get It and Use It For Business in 2018 & Beyond |
Cheryl Snapp Conner, Snapp Conner PR & Forbes Contributor
|Panel: The Modern Search Marketer: Thinking Outside the SEO Box
Moderator: Danny Goodwin, Editor-in-Chief,Search Engine Journal
|2:20 - 3:00||Building a Global Content Strategy: Using SEO to Finetune Content Choices |
Monica Woodley, Global Head of Content & International Head of PR, Legg Mason
Monica will share how she built the global content strategy at Legg Mason Global Asset Management, based on corporate values, long-term business strategy, medium-term marketing goals and short-term, tactical market reaction – all finetuned by SEO. Learn how to balance the competing demands for content and maintain a consistent, effective strategy.
|It's Not Me. It's You: Breaking Up with Old Digital Marketing Practices|
Jennifer Anderson, Executive Director, Digital & Social Media
How a traditional industrial manufacturing company is evolving its approach to digital content marketing -- transforming processes and platforms to drive visibility, engagement and customer conversion.
|40 Tips & Tricks with Conductor Pro Services
Kenyon Adei-Manu, Product Manager, Amazon | Stephan Bajaio, VP Professional Services, Conductor |
|3:00 - 3:20||Afternoon Coffee Break|
|3:20 - 4:00||Voice Search and Digital Knowledge Management: Your Future Is Here|
Duane Forrester, VP Insights, Yext
|Customer Centric Content Marketing: Moving from Branded Interactions to Customer-Obsessed Marketing |
We all like to say our marketing is customer-centric, but how do we know for sure. The power of Customer Journey maps is the lens they provide into how customers engage with brands in pursuit of a goal. Learn to take branded interactions, data and empathy to build better content and create better repeatable workflows to bring growth and change your organization.
|A Trail Map to Content Marketing Success
Dan Sherman, CMO, Ski.com
Ski.com, the largest provider of ski vacation packages in North America, will recap the journey they took to find content marketing success while balancing SEO opportunities, company goals and the bottom line with a small team and limited resources.
|4:05-4:50||Closing Keynote Panel: What’s Next? Marketing 2018 and Beyond
Moderator: Mike Grehan
Don’t miss out on what we have in store for 2019.