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The Road to Mastery

Converting with Content

3-day deep dive series on how to drive business results with content.

Tune in for six 30-minute masterclasses to learn and adapt within the ever-evolving world of content, SEO, and demand generation.

  • No awkwardly long introductions
  • No boring slides
  • No sales pitches

October 11-13, 2022

Register now, for free.

The Road to Mastery

Converting with Content

3-day deep dive series on how to drive business results with content.

Tune in for six 30-minute masterclasses to learn and adapt within the ever-evolving world of content, SEO, and demand generation.

  • No awkwardly long introductions
  • No boring slides
  • No sales pitches

October 11-13, 2022

Register now, for free.

Agenda & Speakers

Tuesday, October 11th

CONVERSION OPTIMIZATION

1:00pm – 2:00pm ET

The Good, the Bad and the Ugly of User Research

with Els Aerts
Co-Founder of AGConsult

The right data helps you make better decisions. But the wrong data? That’s a totally different story. Poorly designed or executed user research produces wrong data and leads to bad decisions. Learn about the most important pitfalls to avoid when doing user research.

ENTERTAINMENT

2:00pm – 3:00pm ET

Entertainment: Alexander Great

Magician

Alexander has won first place for stage magic at The Pacific Coast Association of Magicians convention and was presented the trophy for Best Junior Magician by The International Magic Awards. He has presented illusions at Hollywood’s famed Magic Castle, headlined at The Horizon Casino Resort in Lake Tahoe, and appeared at Caesars Palace in Las Vegas.

CONTENT

4:00pm – 5:00pm ET

The Content-Driven ABM Strategy: How to Use Research-Backed Content to Build Pipeline

with Andy Crestodina
Co-Founder and CMO of Orbit Media Studios

Lessons learned from one account-based marketing practitioner after several false starts, duds, and flat results. We’ve cracked the code and we’re sharing how we did it.

Wednesday, October 12th

CONVERSION OPTIMIZATION

12:00pm – 1:00pm ET

The Power of Emotion: How to Create Experiences People Love to Convert to

with Talia Wolf
Founder and Chief Optimizer of Getuplift

All the analytics, automation tools, machine learning, and tools in the world will never help you create high-converting experiences for prospects if you fail to leverage the one thing that matters more than anything in marketing: Emotion.

ENTERTAINMENT

1:00pm – 2:00pm ET

Entertainment: Cousin Curtiss & Harrison B

Singer & Songwriter Duo

Cousin Curtiss is a powerhouse musician, performer, and lyricist. Originally from Michigan with ties to Alaska, Curtiss now lives in Western Colorado and tours all over the US.

Jordan Baron is from Tennessee and began making music from a young age. Once grown, he journeyed North to Alaska to discover his sound and himself. Upon return to Tennessee, Harrison B was born. His style melds an array of genres with a foundation of blues, rock, and soul.

EXPERIMENTATION

3:00pm – 4:00pm ET

Learning from Experimentation: How to Build Knowledge and Extract Insights

with Shanelle Mullin
Experimentation & Analysis Lead at Shopify

Learn how to design experiments that result in actionable learnings, how to conduct a thorough archive analysis to learn from all your experiments, and how to use archive analysis to run smarter experiments and make better business decisions.

Thursday, October 13th

CONVERSION OPTIMIZATION

1:00pm – 2:00pm ET

Getting Started with AB Testing

with Brian Massey
Founder and Conversion Scientist at Conversion Sciences

The most effective conversion optimization program uses AB testing as one tool to understand what our visitors want in an online experience. Get an overview of the role AB testing has in the modern marketing toolkit.

ENTERTAINMENT

2:00pm – 3:00pm ET

Entertainment: Jon Huck

Standup / Sit Down Comedian

Jon Huck is a comedian, actor & writer whose humor runs the gamut from a little of this to a lot of that. He performs all over the country and has appeared on Comedy Central’s Live at Gotham and This Is Not Happening, Comedy From SXSW on Showtime and Gotham Comedy Live on The AXS Network. Currently, you can see Jon as Sam, a grim reaper without a clue, on the series My Death Co.

COPYWRITING

4:00pm – 5:00pm ET

Turning Voice of Customer into Copy

with Joanna Wiebe
Founder of Copyhackers

You know it’s important to use your customers’ words and phrases in your copy. But how do you know which words and phrases to incorporate, and how do you know whether it will resonate and convert? This talk will give you a concrete framework for incorporating voice of customer data into your copy.

Tuesday, October 11th

CONVERSION OPTIMIZATION

1:00pm – 2:00pm ET

The Good, the Bad and the Ugly of User Research

with Els Aerts
Co-Founder of AGConsult

The right data helps you make better decisions. But the wrong data? That’s a totally different story. Poorly designed or executed user research produces wrong data and leads to bad decisions. Learn about the most important pitfalls to avoid when doing user research.

ENTERTAINMENT

2:00pm – 3:00pm ET

Entertainment: Alexander Great Wilding

Magician

Alexander has won first place for stage magic at The Pacific Coast Association of Magicians convention and was presented the trophy for Best Junior Magician by The International Magic Awards. He has presented illusions at Hollywood’s famed Magic Castle, headlined at The Horizon Casino Resort in Lake Tahoe, and appeared at Caesars Palace in Las Vegas.

CONTENT

4:00pm – 5:00pm ET

The Content-Driven ABM Strategy: How to Use Research-Backed Content to Build Pipeline

with Andy Crestodina
Co-Founder and CMO of Orbit Media Studios

Lessons learned from one account-based marketing practitioner after several false starts, duds, and flat results. We’ve cracked the code and we’re sharing how we did it.

Wednesday, October 12th

CONVERSION OPTIMIZATION

12:00pm – 1:00pm ET

The Power of Emotion: How to Create Experiences People Love to Convert to

with Talia Wolf
Founder and Chief Optimizer of Getuplift

All the analytics, automation tools, machine learning, and tools in the world will never help you create high-converting experiences for prospects if you fail to leverage the one thing that matters more than anything in marketing: Emotion.

ENTERTAINMENT

1:00pm – 2:00pm ET

Entertainment: Cousin Curtiss & Harrison B

Singer & Songwriter Duo

Cousin Curtiss is a powerhouse musician, performer, and lyricist. Originally from Michigan with ties to Alaska, Curtiss now lives in Western Colorado and tours all over the US.

Jordan Baron is from Tennessee and began making music from a young age. Once grown, he journeyed North to Alaska to discover his sound and himself. Upon return to Tennessee, Harrison B was born. His style melds an array of genres with a foundation of blues, rock, and soul.

EXPERIMENTATION

3:00pm – 4:00pm ET

Learning from Experimentation: How to Build Knowledge and Extract Insights

with Shanelle Mullin
Experimentation & Analysis Lead at Shopify

Learn how to design experiments that result in actionable learnings, how to conduct a thorough archive analysis to learn from all your experiments, and how to use archive analysis to run smarter experiments and make better business decisions.

Thursday, October 13th

CONVERSION OPTIMIZATION

1:00pm – 2:00pm ET

Getting Started with AB Testing

with Brian Massey
Founder and Conversion Scientist at Conversion Sciences

The most effective conversion optimization program uses AB testing as one tool to understand what our visitors want in an online experience. Get an overview of the role AB testing has in the modern marketing toolkit.

ENTERTAINMENT

2:00pm – 3:00pm ET

Entertainment: Jon Huck

Standup / Sit Down Comedian

Jon Huck is a comedian, actor & writer whose humor runs the gamut from a little of this to a lot of that. He performs all over the country and has appeared on Comedy Central’s Live at Gotham and This Is Not Happening, Comedy From SXSW on Showtime and Gotham Comedy Live on The AXS Network. Currently, you can see Jon as Sam, a grim reaper without a clue, on the series My Death Co.

COPYWRITING

4:00pm – 5:00pm ET

Turning Voice of Customer into Copy

with Joanna Wiebe
Founder of Copyhackers

You know it’s important to use your customers’ words and phrases in your copy. But how do you know which words and phrases to incorporate, and how do you know whether it will resonate and convert? This talk will give you a concrete framework for incorporating voice of customer data into your copy.

Can we ever truly achieve “mastery?”

Foundational skills are important, but there are always new marketing channels and tactics to be aware of to remain at the top of your game.

The Road to Mastery brings together practitioners who deliver no-BS workshops that dive deep into a subject. They’ll offer actionable takeaways you can put into practice and thought-provoking ideas to nudge you along your path to mastery.

There’s no destination for “mastery” but if you get 1% better every day, you’ll be unrecognizable a year from now.

Register now

The Road to Mastery is 100% free.

Register for the Tuesday session and you’ll automatically be registered for all three days and receive three separate confirmations.

Attend the sessions you can make. We’ll send you all the recordings.

Not seeing the registration form? Register here instead.