Pre-Conference Workshops

March 26, 2018

Register for MDMC18

Taking place on Monday, March 26, MDMC18 will host 6 workshops. Workshops are 3 hour “working sessions” that delve deeply into a particular digital marketing topic. The workshops CAN be purchased individually or with your main conference pass. Premium passes include access to one workshop. All workshops will be held at St. Louis Union Station. Three workshops will be held concurrently from 9 am to 12 pm and the remaining three workshops will be held concurrently from 1 pm – 4 pm.


Workshop Topics:

Harnessing LinkedIn to Grow Your Business

Instructor: Kathy Bernard, CEO of WiserU, LLC and a gifted speaker, LinkedIn expert, and career coach

Description: If done correctly, LinkedIn can generate a whopping 80% of your social media leads, according to Entrepreneur magazine — 80%! That’s why it’s ESSENTIAL to learn how to leverage LinkedIn — the world’s largest business network — to grow your business. 

In this session, you will:

  • Enhance your company’s brand on your LinkedIn profile and company page so you will be found when prospects search for the products or services you offer
  • Discover specific ways to track down your target customers using LinkedIn
  • Deliver your message through LinkedIn in ways that will drive business success

Make the most of LinkedIn’s powerhouse network of 500+ million members to generate the leads you need to grow your business!

Date and Time: Monday, March 26th from 9 am to 12 pm

Paid Search Workshop

Instructor: Michael Bartholow, Senior Account Manager at LunaMetrics

Workshop Description: Supercharge your paid advertising with remarketing. Using Google Analytics data to target segmented audiences with Google AdWords remarketing ads can result in higher conversion rates and improved ad engagement. Bring your AdWords 

In this session you’ll learn:

  • How to target users who’ve been to certain pages or sections of your website with highly relevant ads.
  • Understand the nuts and bolts of remarketing from tag installation to bid optimization.
  • Build a complete remarketing sales funnel that moves users from awareness to conversion.
  • Review common reporting scenarios to identify optimization opportunities.
  • Integrate your web analytics and paid search to get the most out of your data.

Bring your laptop and Google Analytics & Google Adwords accounts (And admin privileges for both) for best results. 

Date and Time: Monday, March 26th from 9 am to 12 pm

B2B Marketing Automation Strategy Workshop

Instructor: Shane Freeman, Senior Marketing Executive at the Eureka Consulting Group

Description: Content and the inbound methodology should not be exclusive to the marketing team. Integrating your department’s work with the needs of your sales team and  their process will not only improve win rates but also shorten sales cycles. Join experts from Eureka Consulting Group and Influence & Co. for an in-depth look at using content and marketing automation to turn anonymous visitors into buyers…then advocates.

During this session we will cover:

  • Inbound methodology basics including personas, buyer’s journey and full customer lifecycle
  • Different types of content and when to use them in the sales process
  • Developing a content roadmap to integrate with your sales cycle and buyer’s journey
  • Marketing automation and CRM basics including what to track and why
  • Integrating your marketing automation platform and your CRM to give salespeople the tools they need when they need them
  • Measuring success by combining KPIs from both marketing and sales

Date and Time: Monday, March 26th from 9 am to 12 pm

Facebook Advertising Workshop

Instructor: Nichole Holzum, Digital Strategist at MarketPlace

Description: Stop boosting posts, leave your Business Manager, and learn how to operate Facebook ads in Power Editor, like a true pro. This hands-on workshop will look beyond just creating and managing Facebook advertising campaigns. We will explore strategies for engaging ads, maximizing ROI, and driving traffic from Facebook to your website, an E-commerce platform, or a blog. In addition, you’ll learn how to integrate Facebook with your other marketing strategies. 

Topics Covered:

  • Algorithm tricks
  • Targeting
  • Budgets and Bidding
  • Tracking

Note: This can be an interactive workshop if you bring a laptop with you. Please have all the needed admin access to Pages/Advertising. It’s best to have billing set up as well as we could launch campaigns in this workshop. 

Date and Time: Monday, March 26th from 1 pm to 4 pm

Email Marketing Workshop

Instructor: April Mullen, Director at Selligent, Co-Founder and Board Member at Women of Email and Adjunct Digital Marketing Professor.

Description: Today, brands are increasing the spend to acquire customers, but struggle with how to use less costly methods such as email to drive higher customer lifetime value and get a return on initial acquisition spend. 

Join industry expert, April Mullen, as she shares a proven methodology for creating a strategy that delivers exceptional customer experiences and drives a longer-term marketing ROI. Because of email marketing’s complexity and popularity among the C-suite, the workshop will closely examine how email can help drive higher customer lifetime value. 

In this workshop, Mullen will share how to: 

  • Acquire and maintain a healthy email database 
  • Segmentation and personalization techniques 
  • Compelling content and design approaches 
  • Tips on keeping deliverability high

Date and Time: Monday, March 26th from 1 pm to 4 pm

How to Create & Amplify Content that Converts Workshop

Instructor:Erik Solan, Director of Amplified Content at Vertical Measures

Description: Content marketing is no longer a trend, or some newfangled strategy; it’s an important part of digital marketing that is here to stay. 

As more of your competitors adopt content marketing, the race is on to show the world that you are the best source to answer their questions and help them make decisions. Businesses that provide them with honest and helpful content that answers their questions and solves their problems are the businesses winning today. This workshop will hone in on the importance of content coverage across all stages of the customer journey – Awareness, Evaluation, Decision. And how you can outperform your competitors by accurately aligning content to your audience’s questions, problems and goals at each stage of the journey. 

Who should attend: It doesn’t matter who you are; whether in B2B or B2C, a large or small company, these foundational principles have been proven to work for companies across multiple industries. You will leave this workshop with a digital strategy in hand. 

Get ready to dive right into this fun and interactive session with a workbook that will help you follow along and give you a place for your notes as well as a framework for interactive exercises we will do throughout the presentation. You will also receive tools, tips and templates to help you with strategy, ideation and amplification.

Date and Time: Monday, March 26th from 1 pm to 4 pm