Legendary conference immerses marketing pros in the latest in digital marketing
Duluth, MN
April 10, 2025

Tactics for Taming Google’s Sh*t Show of A Dumpster Fire (And Preserving Your Profit)

Last year’s session with Adam Riemer was a wild success, so we’re bringing it back by popular demand! Facing hurdles with stagnant traffic, elusive PR opportunities, or affiliate marketing mishaps? Whether you’re just starting out or recovering from a Google update, this session is your solution. Share your marketing material on the big screen for an empathetic, live review. Adam will dissect your PR strategies, SEO tactics, and affiliate approaches, providing customized advice to enhance revenue and soothe frustrations.

To participate, bring your marketing questions, links, and a business card for case study ownership verification. Even as an observer, you’ll gain invaluable insights from others’ experiences. Get input to better utilize SEO, deploy PR effectively, optimize affiliate relationships, and much more.

This session delivers advanced strategies for building an AI-ready site architecture to drive discoverability across traditional and generative search channels. Attendees will learn how to engineer indexing frameworks that communicate seamlessly with traditional search engines and evolving AI algorithms to help ensure content is accessible, relevant, and prioritized.
Led by industry veterans who helped shape technical SEO from its inception, this session offers actionable insights into deploying schema, optimizing crawl paths, structuring data for maximum visibility, and many other attributes. Gain actionable tactics to stay ahead of search engine changes, boost performance, and maintain authority in an increasingly volatile digital reality.

AI isn’t some distant future for nonprofits—innovative nonprofits are fearlessly jumping into AI now. Join this session where we’ll explore how two Duluth nonprofits are taking action, adopting AI to improve efficiency, engage audiences, and amplify impact. Whether it’s streamlining communications, refining messaging, engaging donors to boost revenue, or unlocking new creative possibilities, organizations are finding the sweet spot between AI and their own human touch.
In this session, Haley Hedstrom and Mike Mayou will showcase how they are putting AI tools like ChatGPT, Canva, Writesonic, and Copilot to work—boosting productivity and maintaining authenticity. From smarter workflows to faster content creation, they’ll break down the real-world applications that are delivering results today.
Key Takeaways:
~AI as a Force Multiplier: How nonprofits are using AI to free up time for high-impact work.
~Smarter Marketing, Stronger Outreach: The role of AI in refining messaging, visuals, and engagement.
~Balancing Automation & Authenticity: Finding the right mix of AI-generated content with human oversight.
~What’s Working & What’s Next: Lessons from the frontlines of nonprofit AI adoption.
~AI Without Overwhelm: Practical strategies for integrating tools without disrupting workflows.
This session is for nonprofit leaders and small business operators interested in seeing how AI could fit into their workflows.

SEO has transformed into an even more dynamic discipline that extends well beyond rankings and traffic. Marketers must adapt to a world where traditional keyword strategies are no longer enough, navigating LLM prominence, Zero Click SERPs, a spam-tsunami of AI-generated content, and compulsory multi-channel brand discovery. Success now depends on video-first strategies, ontologies, schema, and UX-driven optimization. Still, as always, authority and trust are built through original research, ideas, and industry collaboration, while Google and Bing and AI-generated “Overviews”—demands a broader approach to organic discoverability.
Attendees will:
~Learn how AI and search engine changes impact organic discoverability, destroy traffic, and how to think about things now.
~Change their approach to SEO by prioritizing branding and user experience.
~Consider new strategies for content, schema, and video to stay competitive.
~Understand how to build trust and authority in evolving search ecosystems.
~Adapt their SEO tactics for alternative search indices beyond Google.
~Recognize the balance between AI-powered tools and human creativity in content marketing.

B2B marketing is changing and the game is evolving fast, demanding a seamless fusion of organic, paid, PR, and content strategies to spark demand and drive conversions. In this session, marketing leaders will unpack what it takes to master full-funnel marketing. Attendees will leave with a greater understanding of:
~Multi-Threading for B2B Success – How to align paid, organic, PR, and thought leadership for maximum demand.
~Navigating AI-driven search, multi-threaded sales cycles, and shifting buyer behaviors.
~The Paid & Organic Power Balance – Why paid fuels demand while organic ensures long-term discoverability.
~Closing the Attribution Gap – Solving the ongoing challenge of proving ROI across channels.
~The Role of AI & Automation – Emerging tools that are reshaping lead generation and marketing efficiency.
~Real-World Case Studies – Battle-tested examples of integrated strategies that drive measurable business outcomes.
With mounting pressure to justify spend and prove impact, marketers need strategies that actually move the needle. This session delivers actionable insights to help B2B brands stay ahead—whether you’re scaling a startup, optimizing an enterprise marketing mix, and in-between.

We don’t need a massive budget to achieve the impact you need. This session surfaces tactics to strategically combine paid, organic, and doing right by communities to yield exceptional returns without breaking the bank. Build a cohesive, high-performance marketing engine that maximizes every dollar. Great for businesses of all sizes and non-profits, attendees will learn:
~Paid + Organic Synergy: Create integrated campaigns where paid and organic efforts amplify each other for maximum reach and engagement.
~Concepts That Convert: Crafting compelling content that drives traffic organically, foot traffic to stores- ready to buy, and all while boosting the effectiveness of paid ads.
~DIY Ads That Work: Budget-friendly ad strategies using small spends to achieve notable results.
~Social Media on a Shoestring: Tactics for maximizing engagement on social platforms without relying on ad dollars.
~Practical SEO That Works: Low-cost SEO techniques that generate consistent traffic and build authority over time (to the extent that’s possible).
~Influencer Partnerships & Philanthropy: Collaborate with local influencers and community organizations to expand reach authentically and affordably.
~Measurement & ROI: Tracking what matters to prove the value of integrated campaigns, no matter how small the budget.

What does it take to get your story picked up in media outlets? This is your backstage pass to understanding. In this session, you’ll hear directly from seasoned journalists and PR specialists who’ve been on both sides of pitches. They know what makes reporters and editors interested—and what makes them delete your pitch email. You’ll learn:
~How to craft pitches that grab attention.
~How to align your story with news cycles and journalist needs.
~How to connect with journalists as a credible, valued source.
~How to tailor your message for multimedia channels.
~The unspoken rules that can make or break your media strategy.
Whether you’re a startup looking to make waves or an established brand aiming to amplify your reach, this session is your shortcut to understanding the media world from professionals who work in it daily.

Let’s be honest—figuring out the right mix of paid channels can feel like trying to solve a Rubik’s Cube blindfolded. You’ve got search, social, programmatic, and about a million metrics yelling for your attention. If you’re tired of throwing money at campaigns that don’t play well together, this session is for you.
Here’s what we’ll cover:
~Channel Chemistry: Learn how to blend search, social, and programmatic so they work together (instead of competing for budget).
~Data You Can Actually Use: Skip the fluff—discover which metrics matter most and how to use them to optimize your channel mix.
~Privacy Changes Got You Spooked? We’ll break down how to work around tracking limitations without losing performance.
~Revenue-First Strategy: Because who cares about clicks if they don’t convert? We’re all about bottom-line impact.
~Real-World Wins: No theories—just proven strategies from brands who’ve cracked the multi-channel code.
Ready to crush the integrated paid marketing mix? Let’s do this!

Marketing teams—whether in nonprofits, SMBs, or enterprises—are facing a workforce shift like never before. AI isn’t just a tool anymore; it’s an employee, a collaborator, and sometimes a troublemaker. Nonprofits can now compete with much larger organizations by leveraging AI’s efficiency, SMBs can scale operations without adding headcount, and enterprises must learn to balance automation with human creativity.
This session will dive into how AI can enhance, rather than replace, marketing teams. Attendees will learn how to integrate AI-driven agents, automate repetitive tasks, and keep control over brand messaging, strategy, and ethics. Whether leading a scrappy startup or an established organization, marketing leaders need a plan for working alongside AI—before AI starts working against them.
Key Takeaways:
~AI as the Ultimate Assistant: How nonprofits, SMBs, and enterprises can use AI for content creation, data analysis, and customer engagement.
~The AI Playbook for Leaders: Strategies for guiding AI in productive directions while avoiding common pitfalls.
~Automation Without Chaos: Keeping AI-generated messaging aligned with brand voice and ethical standards.
~AI’s Role in Scaling Marketing Efforts: How businesses of all sizes can get more done without increasing overhead.
~The Human-AI Balance: Why leadership, creativity, and emotional intelligence remain irreplaceable.
~Risk Management in the Age of AI: Protecting against bias, misinformation, and over-reliance on automation.
By the end of this session, attendees will have actionable strategies to integrate AI into their marketing teams while keeping human expertise at the center of decision-making. The future of marketing isn’t about humans vs. AI—it’s about making AI work for businesses, not instead of them.

Video marketing just leveled up big time for 2025. Text-to-video technology is revolutionizing how we create, engage, and convert—and the latest tools are making it radically believable, faster and more (reasonably) affordable than ever. In this session, we’ll explore the paradigm busting potential of OpenAI’s Sora and Google’s Veo 2, two of the most advanced T2V models on the market. You’ll learn how to harness these tools to produce high-quality, high-impact videos that drive results across paid and organic channels.
We’ll cover:
~OpenAI’s Sora: How to use this state-of-the-art T2V model to turn simple text prompts into dynamic, engaging videos up to 1080p resolution. Learn how Sora’s animation and remixing features can help you create scroll-stopping content.
~Google’s Veo 2: Discover the power of DeepMind’s newest T2V model, capable of producing stunning, realistic videos in up to 4K resolution. We’ll show you how to leverage its advanced style-matching and content generation to build brand authority.
~Integrated Video Strategies: How to combine T2V tools with traditional video and social marketing strategies for maximum reach and engagement.
~Platform-Specific Tactics: Optimizing videos for performance across Facebook, Instagram, TikTok, YouTube, and more.
~Emerging Tools to Watch: A quick overview of other rising T2V stars, giving you the edge on what’s next.

This session is your chance for exposure to next generation video creation. Walk away with a roadmap to start making high-impact videos that engage, convert, and leave your competition behind.

Our panelists will share how to transform raw business data into a revenue-driving machine using powerful audiences, with a heavy focus on Account-Based Marketing (ABM) and organic discoverability. Learn to target high-value accounts with precision while boosting organic prominence through a strategic blend of ABM and savvy audience targeting.
What You’ll Learn:
~ABM (Account-Based Marketing): Align marketing and sales efforts to engage high-value accounts through personalized campaigns and precise targeting.
~Smart Audience Targeting & Organic Growth: Leverage YouTube, TikTok, influencer placements, Reddit, and other niche social channels, paired with semantic SEO, on-page tactics, and strategic PR outreach.
~AI-Powered Engagement: Utilize on-site AI wayfinding tools, plain-language AI, next-gen chat engines (like Perplexity, ChatGPT, and Gemini), and AI creative tools (including Dall-e, Midjourney, Sora, and Veo 2) to enhance brand discoverability and user experiences.
~Social Media & Content Automation: Streamline social media posting and engagement with advanced automation, while maintaining authenticity and relevance.
~Why B2B is also BB2C, making these tactics actionable
~Why LinkedIn Sales Navigator is a fabulous tool and secret-sauce tactics for B2B domination

Ready to crack the code on building a loyal community and skyrocketing organic reach? It’s all about going hyper-local. In this session, you’ll learn how to leverage local storytelling, user-generated content, and clever engagement hacks that social algorithms love. Discover how platforms prioritize local content and get the secrets to optimizing your posts, captions, and hashtags for maximum visibility.
You’ll walk away with:
~Local Storytelling that Converts: How to craft relatable, authentic stories that resonate.
~Algorithm Hacks: Proven tactics to get your content prioritized and seen.
~User-Generated Gold: Transform followers into brand advocates with strategic UGC.
~Real-World Wins: Case studies showing how local focus drives engagement and conversions.
If you’re looking to grow organically and turn followers into loyal fans, this session is your roadmap.

Marketers have been using the power of AI (without calling it that) for over a decade, driving revenue and optimizing campaigns with precision. Now AI is “new” and shiny. AI’s potential doesn’t stop at marketing—it’s revolutionizing entire businesses and marketers are making things happen. From predictive ordering that slashes restaurant food waste to advanced employee insights for managers, take your place as a “Vibe” coding aspirational AI app developer – transforming operations, strategy, and growth across entire companies.
In this game-changing session, you’ll discover:
~Why Marketers Lead the Way: How marketing pros are uniquely positioned to build business-wide AI solutions.
~How AI Puts Highly Advanced Coding in Plain Language: AI power users simply describe the killer app and it’s practically complete.
~Data Alchemy: Turning POS, CRM, and sales data into powerful business applications.
~Beyond Revenue: Using AI to solve complex business challenges in record time.
~Real-World Wins: Case studies of AI-powered solutions generating millions in value.

Held in the Greysolon Ballroom

Close out your Zenith experience in a dynamic, informal gathering designed for connection, clarity, and next-step thinking. Birds of a Feather invites you to pull up a chair and join fellow attendees around topics you care most about. Each circle will be hosted by a Zenith thought leader, offering light structure and bold insight to guide the conversation.

Breakout areas will include:

AI in Marketing – Tools, prompts, and workflows

Modern SEO & Organic Strategy – Search, schema, UX, and visibility

Paid Media & Multi-Channel Campaigns – Smart ad spend, integrated tactics

Marketing Analytics & Audience Targeting – Data, segmentation, CRO

PR, Media Relations & Brand Storytelling – Pitching, narrative, earned media

B2B Marketing – ABM, sales alignment, thought leadership

Nonprofit Marketing – Mission-driven campaigns, AI adoption

SMB Marketing – DIY strategy, budget hacks, local reach

Design & CRO – UX testing, creative, conversion boosts

Whether you’re looking to share what you’ve learned, ask lingering questions, or spark a future collaboration, this is your chance to dig deeper with your marketing peers. No slides, no formalities—just real talk among real pros.

Choose your flock. Find your people. Head back to work with fresh energy and focus.

The intersection of Conversion Rate Optimization (CRO), Creative, and AI is where marketing magic meets measurable results. AI is revolutionizing how we generate and refine creative ideas, analyze audience behavior, and optimize organic, paid, and meta content for conversions—but the secret to success? Human creativity still leads the way.
This session will show you how to use AI as a powerful tool—without letting it dilute brand identity or override human insight.
What You’ll Learn:
~How AI enhances CRO audits & heuristic analysis—spotting friction points, predicting behavior, and fine-tuning user experience.
~AI-fueled creative development—turning data-backed insights into compelling, high-converting content with foundational emotional intelligence.
~Blending human originality with AI efficiency—where’s the balance, and how do we stay ahead?
~Avoiding AI-generated creative fatigue BS—ensuring your messaging remains fresh, authentic, indiscernible from AI, and engaging.
~The AI-CRO-Creative connection– enhance conversions without sacrificing brand voice.