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Schedule Viewer 2022

Use the filters to identify the speakers and sessions that present solutions to your greatest content marketing challenges. Keynotes and breakout sessions are currently available on demand to All Access, Main Conference Plus (with on demand option), Virtual Experience, and On Demand passholders.

Friction: It's All That Matters

Michael Barber  (Marketing Strategist, Brand Consultant)

Location: Room 26

Date: Thursday, September 15

Time: 11:40 am - 12:10 pm

Pass Type: Main Conference Plus, Main Conference, All-Access Pass, Virtual Pass

Track : Keynote - Big Ideas

Session Type: Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

For all the time we spend developing marketing tactics, we often forget about the experience through and between those tactics. We make copy too complicated. Our landing pages ask for information that isn't 100% necessary to convert a prospect. We push out irrelevant, useless content through our channels. We add an unnecessary step to our checkout process. We don't take the time to customize our message – no matter the platform. We develop product features to be innovative, even if those features are less than creative.

Put simply, we create a lot of friction for our customers. And when customers experience friction, most take their attention and dollars elsewhere.

Join us as we understand why friction is important to your organization and how to work cross-functionally to solve the issues it creates for your team. We will also dive into the tools available to help you combat friction and develop frameworks within your organization to reduce friction.


  • How to spot friction in your marketing and customer experiences
  • Practical advice on how to deal with and avoid friction
  • Real examples of how companies reduce or tackle friction