ME 2018 Schedule

Marketing Edge 2018 Schedule

8:30 am

Register, grab a cup of coffee and enjoy a light continental breakfast.
Red Oak A


9:00 am
Opening Session with Keynote, Robert Rose

Rebooting Content Marketing – A New Way To Look At The Value of Owned Media
What if everything we know about marketing today is what’s holding us back? As marketers our job is to make markets. But what do we really do today?  We know that our customer’s journey is more complex than ever before, but have we actually evolved the practice of marketing to meet it? Let’s look at the current state of content marketing in 2018, and examine how companies are getting real results with an investment in a content strategy. Let’s take a hard look at the actual business strategy of content, and how we might reinvent the practice of marketing as a business model.

Here’s a taste of what you can expect from Robert Rose at ME2018:


Robert Rose

Content Marketing and Customer Experience Expert, Keynote Speaker, Bestselling Author, Founder Of Strategic Consultancy

10:15 am
Breakout Session #1


Magnolia A
How to Increase Recall, Response, and Revenue with Neuromarketing


Nancy Harhut

Marketing Creative + Behavioral Science

Live Oak
Mastering B2B Search


Danny Gavin

Founder, Chief Strategist at Optidge

Elm Room
Eye Opening Conversation about Houston’s Future and the Role of Digital Technology

Insightful conversation about behind the scenes planning of Houston Exponential. Karen Love, Director-Ambassador, PKF Texas and Founder/Owner, Karen Love + Co. interviews Russ Capper, Executive Director, Houston Exponential.


Karen Love

Director-Ambassador, PKF Texas

Russ Capper

Executive Director, Houston Exponential

11:00 am
Coffee Break


11:15 am
Breakout Session #2


Content Marketing Workshop with Robert Rose

Return On Audience – Measuring Content Marketing
CMI’s research shows that measuring content marketing is one of the biggest challenges that prevent content from becoming a full-blown marketing strategy. Let’s get beyond the vanity metrics and walk away with a framework that can help us truly determine the what, how, and why using content marketing can be one of the most valuable things we can do as marketers.

This session is limited to the first 40 people to register.*
$40 for AMA Members
$55 for Non-Members
*Pricing is in addition to your Marketing Edge Registration fee. Select the optional workshop at checkout.


Robert Rose

Content Marketing and Customer Experience Expert, Keynote Speaker, Bestselling Author, Founder Of Strategic Consultancy

Magnolia A
Why Everything is Marketing and Everyone is a Marketer


Lauron Sonnier

Business Development Consultant, Author: Think Like a Marketer: What it Really Takes to Stand Out from the Crowd, the Clutter, and the Competition

Live Oak
Social Media: Do you Have to Pay to Play?


Kate Nilsen

Digital Marketing Strategist & Social Media Advertising Director at Blue Sky Marketing

11:45 am


12:00 pm
Lunch Session


Sponsored By
12:30 pm
Lunch Keynote Session with Jenny Halasz

Optimizing for Position Zero

We’ve all tried to be number one for so long, we’ve missed that the goal should actually be position zero.

Optimizing for “buy” keywords is relatively straight forward. What’s harder is optimizing for the estimated 70% of search queries that are informational in nature.

When it comes to voice search, most of these answers are provided by Google’s featured snippets. This session will explore what the intention is behind different queries, and how to make sure that you create content that meets the implied need of the searcher. We’ll use real-world examples to illustrate how this strategy works in practice and you’ll leave the session better prepared to meet prospective customers where they are based on the implicit intention of their queries.


  1. Explore how to research the SERPs to determine query intention
  2. Learn how to categorize, map and evaluate keywords by intent
  3. Take away an iterative process that builds on successes month after month

Read some of Jenny’s work on Search Engine Land and Search Engine Journal.


Jenny Halasz

President and Founder of JLH Marketing. Author for Search Engine Land and Search Engine Journal.

1:30 pm
Breakout Session #3


Magnolia A
Be the Hero – The Journey of Your Brand Story


Tim Earnhart

Founder, CEO of Werkshop Branding

Live Oak
Big Screen, Smarter Targeting: Connected TV

Despite the rumors that TV is dying and only digital is thriving, TV continues to reinvent itself in new ways for audiences to consume, and for marketers to connect with those consumers. Join Centro’s VP of Media Innovations + Technology, Ryan Manchee, to learn how Connected TV can offer more data-fueled targeting and measurement than traditional TV and can complement your media plans.

Ryan Manchee

VP, Media Innovations + Technology at Centro

Elm Room
Marketing with an Entrepreneurial Mindset

When you’re an entrepreneur, marketing your business is fueled with the passion that drove you to start it. You’re also more driven than anyone to make sure that the spend is efficient and the results are tangible.

David has been both an entrepreneur and marketer for the past decade and will share some marketing insights that originated with his own experience running a business and developing content for clients from start-ups to Fortune 100s and even the White House.
This discussion will be geared toward in-house marketers, agency folks and business-owners alike. We’ll be looking more at the forest and less at the trees, potentially working to cut down some trees that distract us.
David Saxe

Partner, Co-Founder, Ell Creative

2:15 pm
Cookie Break


Sponsored By:

Brookwoods Group

2:30 pm
Breakout Session #4


How to Conduct a Brand Audit


Jonathan Lack

Principal, ROI Ventures

Live Oak
How do you start thinking big? Attend this session and benefit from the insights of today’s most interesting and well, non-obvious, trends shaping the future. Learn about what’s next, and how that can change what you’re doing right now.
Get actionable insights and tips from trends such as:
  • how “backstorytelling” should change the way you think about engagement, or
  • how to use “disruptive distribution” to come up with your next new business idea, or
  • how to apply “light speed learning to your next communication launch, or
  • how “touchability” can shape a new approach to customer experience.
Based on the “Non-Obvious 2018 Edition: How To Predict Trends and Win The Future.”
I’ve distilled the information in this book so that you don’t have to. (Just kidding. Seriously, buy this award-winning book for yourself:
Knowing what’s changing in the world around us, what’s a trend that matters and how to use this knowledge is a critical skill for marketers. What are you doing today to build your skillset around looking forward and building new blue ocean ideas that change the future?
Who is this for?
  • Marketers: Ideas for both B2B and B2C trends that are shaping the future for buyer decisions
  • Brand/Product Managers: If you’re looking for ideas to help shape where customer demand and brand experience is going
  • Anyone looking for business insights to shape growth areas
Robin Tooms

Strategy, Principal, Vice President – Savage Brands

Elm Room
Setting and Maintaining Brand Standards for Visual Storytelling


Nathan Lindstrom

Photographer, Owner Nathan Lindstrom Photography

3:15 pm


3:30 pm
Closing Keynote Session and Happy Hour


Rage and Red Vests: A Hurricane Harvey Story

Hurricane Harvey pummeled the Gulf Coast and devastated Houston neighborhoods in late August 2017, leaving thousands of families displaced and tragic deaths in its wake. Although the men and women of the American Red Cross were there from the beginning–working with local partners to provide services including 435,000 overnight shelter stays and 4.5 million meals and snacks—the organization faced considerable challenges in the court of public opinion. Was it fair? Did it matter? What is the Red Cross doing today to help our city recover from one of the greatest natural disasters in history? MaryJane Mudd, former Communications Officer for the American Red Cross of the Texas Gulf Coast, led local Disaster Public Affairs during Hurricane Harvey, working closely with the national office and alongside a team of communications experts from around the country. During this keynote, she will share her own story of Houston’s resilience in the face of crisis and lessons learned in reputation management.


MaryJane Mudd

Corporate Affairs Consultant

Top Three Reasons to Attend Marketing Edge:

  1. Prime Networking. This event has networking like no other. Meet like-minded professionals to broaden your network.
  2. Education. Unique learning environment with top speakers that will help you to stay abreast of the top trends in our industry.
  3. Value. If you attend only one marketing event this year, MarketingEDGE 2017 is  one of the most extensive and diverse educational programs for the cost. It offers programming that allows you to gain new skills and knowledge to enhance your expertise as a marketing professional.

Content for Everyone

Who should attend?

Marketing Edge offers applicable, hands-on, and inspiring marketing content for everyone–from entry level to the c-suite.

  • Marketing professionals
  • Small business owners
  • Market researchers
  • Marketing analysts
  • Creatives
  • Agencies
  • Anyone interested in becoming a marketing leader!