Engage Conference 2020 Agenda

Governor Ballroom (4th Floor)

Breakfast & Registration

Governor Ballroom (4th Floor)

Morning Keynote

Speaker:

• Marcus Harvey – Portland Gear/Portland Diamond Project

Introduced by:

• Anna Madill– Avenue

Session Description:

From being fired from his first job out of college to hustling and starting Portland Gear from scratch, Marcus has grown a social following to over 435,000 followers and products sold all over the world. With notable collaborations with the Trail Blazers, Breakside, OHSU and more, Marcus has used his brand, logo, and social platforms to celebrate in the Rose City. This keynote will take attendees through the journey of a start-up brand beginning with local roots right here in Portland, to becoming a globally recognized brand with hundreds of thousands of followers.

Governor Ballroom (4th Floor)

Paid Ads

Speakers:

• Navah Hopkins – Hennessey Digital

Moderator:

• Todd Mintz – Position²

Session Description:

Grand Ballroom (3rd Floor)

Social & Content
Reputation Management

Speaker:

• Ruth Burr Reedy – UpBuild
• Kent Lewis – Anvil Media

Moderator:

• Kent Lewis – Anvil Media

Session Description:

Governor Ballroom (4th Floor)

Break

Grand Ballroom (3rd Floor)

Break

Governor Ballroom (4th Floor)

Paid Social

Speakers:

• Ashley (Ward) Segura – TopHatRank.com

Moderator:

• Ashley Kennedy – Spear Media Group

Session Description:
Creative Tactics to Elevate Your Paid Social ROI 

As Facebook, Instagram, and other social media channels continue growing their user base and more brands join in to get a piece of impression share, it’s important to find unique ways to stand out and drive consistent results. In this session, you’ll learn how to accomplish your paid social media goals by optimizing:

• Campaign structure and placement
• Psychographics audience targeting
• Ad copy and creative strategies
• Retargeting campaigns
• Engagement tactics
• And tons more!

Grand Ballroom (3rd Floor)

SEO

Speakers:

• Leslie To – 3Q Digital
• Arsen Rabonovich – TopHatRank.com

Moderator:

• Scott Hendison – Search Commander, Inc.

Session Description:
Arsen Rabonovich :
Triage and Diagnosis of SEO Issues.
This tactical presentation will walk you through tools, processes and procedures for assessing symptoms related to declines in organic traffic referrals and search engine positions.  And will deep-dive into actionable techniques that will get you on your way to recovery.

Leslie To
Worst SEO Mistakes Brands Are Still Making in 2020 –

One of the hottest questions that came up during the 2020 planning cycle (and the past couple of planning cycles) was, “How do we continue to drive incremental SEO growth in the crowded SERP landscape?” In almost every vertical, the SERP is getting more competitive. Position #1 and, in some cases, Position #0 don’t matter nearly as much as they used to. And, for some verticals, the trend will only become more egregious.

In this session, we’ll talk about what can you do to fight click attrition, how and where should you even focus your budget, and what mistakes should you avoid to prevent your future self from falling into this trap again.

Governor Ballroom (4th Floor)

Lunch

Governor Ballroom (4th Floor)

Brand Marketing

Speakers:

• Joel Klettke – Case Study Buddy
• Kelsey Jones – Digital Marketing Consultant

Moderator:

• Mark Knowles – Smartz

Session Description:
Kelsey Jones
Brand marketers often have a hard time translating what they do into useful, interesting content. However, no matter your industry, it IS possible to put together a year of content ideas in two hours! Join marketing consultant Kelsey Jones as she walks you through the entire process, step-by-step. With real examples and suggestions, you’ll walk out of this session with a concrete practice for content ideation that you can implement immediately.

Joel Klettke
Positioning a brand is hard. But positioning a beloved, multi-billion-dollar brand AND revamping their entire marketing site on a two-month deadline? Impossible. And yet, not only did it happen: the company’s conversions doubled!

In this session, Joel Klettke walks through the customer-driven process behind HubSpot’s massive messaging revamp and shares how you can use the same process to help the brands you work with convert better.

Grand Ballroom (3rd Floor)

Search & Social

Speakers:

• AJ Wilcox – B2Linked
• Lauren Teague – Convince & Convert

Moderator:

• Sarah Hinds

Session Description:
The Largest Opportunities in Social that You Haven’t Thought Of

Join AJ Wilcox as he dives into the particulars of what makes LinkedIn a great opportunity for your business. Whether B2C or B2B, you’ll learn what you need to have in place to drive awareness, leads and sales, including which ad formats you should use, pro-level targeting tips, which calls to action convert, and more.

Next, Lauren Teague will help you tackle your biggest organic social questions.  Lauren is one of sports’ original social media reporters, having spent seven seasons as the voice of @PGATOUR while transforming how professional golf connects with fans online. Come learn how to create moments that engage critical audiences.

Governor Ballroom (4th Floor)

Break

Grand Ballroom (3rd Floor)

Break

Governor Ballroom (4th Floor)

Video

Speakers:

• Phil Nottingham – Wistia
• Bryant Garvin – Groove Life

Moderator:

• Lisa Williams – OHSU

Session Description:
Phil Nottingham
Build your brand and drive revenue with video

Phil will discuss how to come up with and market a video strategy. This session will explore audience development for YouTube and long-form video series, with an emphasis on organic search and discovery. This session will move past the basics of video optimization and dig deep into the audience-centric aspects of creating videos and driving viewership. They’ll also look at how video analytics can be used to improve video production, audience engagement, and visibility in discovery algorithms on YouTube and Google. Whether you’re a storyteller, digital strategist or analyst, this session is for you.

Bryant Garvin
Why Pay for Non-Brand Search When You Can Dominate with Video?

Advertising on non-brand search and shopping is one of the first channels most marketers invest in to drive growth. Why wouldn’t you invest there first? You would have to be stupid! I mean people searching for non-brand and category keywords are clearly interested in and looking for what you are selling right?
By the time Bryant is done sharing the growth stories of Purple & Groove Life you will likely leave the room wondering why more people aren’t skipping the highly competitive SERP and jumping straight into video to grow their brands & revenue. While the growth he will share is impressive, the fact that both of these brands achieved it without outside investment is even more impressive. You will walk away both inspired, and with tactical tips you can take back to the office to implement.

Grand Ballroom (3rd Floor)

Account-Based Marketing (ABM)

Speakers:

• Henry Schuck, ZoomInfo

Moderator:

• Kevin Getch – Webfor

Session Description:
ABM Strategies Powering Portland’s Largest Software Company

Henry Schuck, the CEO of Zoominfo, Portland’s largest software company, is going to pull back the curtain and share his proven ABM (Account Based Marketing) strategies that can work for you! He’ll cover how you can utilize data, close the attribution gap, and create alignment between sales and marketing to see growth skyrocket.

Governor Ballroom (4th Floor)

Break

Grand Ballroom (3rd Floor)

Break

Governor Ballroom (4th Floor)

Keynote

Speaker:

• Susan Wenograd – Aimclear

Introduced by

• Ben Lloyd – Odysys, Inc.

Session Description:
20/20 in 2020: Digital Marketing Clarity in an Increasingly Unclear World

We have all the data and tools to show us that marketing doesn’t work in silos, so why do we still do it that way? Content, SEO, paid search, paid social all work together. Learn how to align your marketing and scale to produce better traffic and sales while overcoming the challenges that face marketers in 2020.

Governor Ballroom (4th Floor)

Happy Hour
Sponsored by Moz

Governor Ballroom (4th Floor)

Governor Ballroom (4th Floor)

Keynote

Speaker:

• Wil Reynolds – Seer Interactive

Introduced by:

• Kevin Getch – Webfor

Governor Ballroom (4th Floor)

Break

Grand Ballroom (3rd Floor)

Break

Governor Ballroom (4th Floor)

Enterprise SEO

Speakers:

• Jamie Alberico – Not A Robot
• Tim Resnik – Walmart
• Melissa Jensen – Cisco

Moderator:

• Max Prin – Merkle

Session Description:
Enterprise SEO Panel

While SEO best practices can generally be applied to small and large websites alike, working on optimizing a Fortune 500 (or Fortune 1, 60 or 109) website comes with some challenges that small and medium businesses usually don’t have to face. From crawl budget optimization, to URL structure, to log file analysis, technical SEO work is just not the same. How does SEO look like for in-house teams at the enterprise level?
How internal teams work with the complexity of a website with millions of URLs, standard operating procedures, bureaucracy, agencies and tool vendors relationships, and IT teams sprints? In this session, our veteran panelists will share their experience and lessons they’ve learned working with the top companies in the country.

Grand Ballroom (3rd Floor)

Paid Search

Speaker:

• Frederick Vallaeys – Optmyzr

Moderator:

• Sarah Hinds – Search Marketing Consultant

Session Description:
Unlevel the Playing Field – How to take back control of PPC in an automated world

Automation in PPC has become unavoidable and while it can almost always help save time, automations created by the ad engines can leave sophisticated advertisers with less control. But fret not, there is a way to take back control, called ‘Automation Layering’.

Learn how creating simple automations delivers checks and balances on Microsoft and Google. You’ll gain back control and gain an advantage over advertisers who rely solely on the tools provided by the engines.

Governor Ballroom (4th Floor)

Break

Grand Ballroom (3rd Floor)

Break

Governor Ballroom (4th Floor)

SEO (Audience) 

Speakers:

• Carolyn Shelby – The Walt Disney Company
• Jon Henshaw – CBS Interactive

Moderator:

• Matthew Brown – MJBLabs

Session Description:
Carolyn Shelby
Audience Development through SEO Strategy

Grand Ballroom (3rd Floor)

CRO

Speaker:

• Jeremy Epperson, Conversion Guides

Moderator:

• Todd Mintz – Position²

Session Description:
Optimizing the Customer Journey: Driving ROI and Winning Tests Across Your Marketing

In this session, you will learn a proven framework and strategies that help you to understand your customers and convert them to leads and sales. This isn’t a theoretical look at who your customers may be. It’s a step by step process to be data-driven and customer-centric. You will get actionable research methods, case studies and tactics you can use to produce winning results in testing immediately.  

Governor Ballroom (4th Floor)

Lunch

Governor Ballroom (4th Floor)

Keynote

Speaker:

• Matthew Clyde – Ideas Collide

Introduced by:

• Ashley Kennedy – Spear Media Group

Session Description:
Real Connections in a Digital World : Brand, Culture + Community 

Building a Modern Brand Through a Culture Formula  

Growing a brand requires ample time, strategy and resources. However, one powerful brand strategy is often overlooked: creating a true connection in a digital world through investment in your culture and people.

What is a mark of a smart, digital brand? It’s engagement at the internal culture level by investing in the team first.  Through inspiring examples and real-life applications, see how anyone can take culture-building to new levels and drive stronger performance and profit.

 After this session attendees will be able to:

• Use and identify the right culture formula to develop a strategic, culture first brand
• Invest in a new, modern branding that connects your core team to a strong purpose and vision
• Highlight digital tools that can help further your brand, culture and story
• Take the culture formula and make it work from the digital world to the real world with impact

Governor Ballroom (4th Floor)

Keynote

Speaker:

• Merry Morud – Uber

Introduced by:

• Ben Lloyd – Odysys, Inc.

Session Description:
The Creative Revolution Will NOT Be Televised
While platforms, placements, algorithms, and AI are evolving at lightspeed, creativity has grinded to a halt for many marketers and most brands. Whether that’s because we already have SO. MUCH. TO. DO. or just don’t know where to start, this session will illuminate the importance of creative to your bottom line; and illustrate where to start and actual processes—regardless of budget—to get from “good enough” creative to data-driven GREAT creative.
The creative revolution will not be do’s and don’t’s.
Or tell you what’s bad and what’s good.
The creative revolution will NOT gush over Super Bowl ads or social media stunts.
The creative revolution WILL put you in the driver’s seat.
The revolution will be live.

Governor Ballroom (4th Floor)

Closing Keynote

Speaker:

• Kevin Getch, Webfor

Introduced by:

• Mike Rosenberg

Session Description:
Kevin will show you how to leverage a data-driven approach with a deeper understanding of human psychology to develop an extraordinarily effective integrated marketing strategy. He’ll also explore what the future holds and how we can anticipate and adjust to remain relevant in the fast-changing world of digital marketing.

Governor Ballroom (4th Floor)

It’s A Wrap!

Join Engage attendees and speakers for a crawl to several locations from the Sentinel. We’ll start off downstairs at Jackknife and then hit some of Portland’s popular places for a Portland style Pub Crawl. Stay tuned for final details!