Agenda

November 14, 2017
  • 7:30 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments from the Chair
    Andras Lazar
    Director, Digital Acquisition, American Express
  • 8:30 AM
    Keynote Address
    The State of Marketing in 2020 – Become a Future Leader in Financial Services
    Ann Handley
    Chief Content Officer, MarketingProfs
    Author, Everybody Writes, Content Rules

    Consumers today are demanding more from financial brands and growing distrustful of traditional advertising. FI marketers need to be more creative than ever to get ahead of the competition. Hear from a visionary leader on:

    • What financial marketing will look like in the future
    • Which technologies and trends are passing fads
    • The biggest opportunities for growth

    Look into the future of financial marketing to drive your digital returns now

  • 9:15 AM
    Spotlight
    Digital Innovation
    Janice Diner
    Founding Partner & CEO, Horizn

    “Build it and they will come” is a myth. In the last mile of innovation you need to incite employees and clients to learn about your latest digital innovation fast!

    Every part of a bank’s business is facing increased competition due to new market entrants, increasing mobile/digital adoption and shifting consumer expectations. Today’s employees and clients are facing a huge challenge: getting the right knowledge at the right time delivered in real-time so they can keep up with the pace of change. They need tools to understand the lasted technology you have just launched. Source insights on:

    • What it means to modernize knowledge with employees and clients to drive adoption and usage.
    • Why consumer knowledge will be a competitive advantage for banks as FinTech alternatives take hold.
    • Best practices from forward-thinking companies that have applied these principles and achieved considerable results.

    Improve employee and customer knowledge of your innovations to create a competitive advantage.

  • 9:30 AM
    Case Study: USAA
    Breeding Continual Innovation Through Partnerships and Investments
    Neff Hudson
    Vice President, Corporate Development, USAA

    Financial institutions are under attack from Fintechs and startups that provide superior experiences by focussing on a single aspect of financial services. Deliver on experience, advice, and financial readiness through your strategic partnerships. Assess the advantages of:

    • Internal innovation vs. partnerships
    • Exploring virtual agents, comparison tools, and apps
    • Different partnership models

    Stay competitive in a world of disruption by embracing innovation

  • 10:00 AM
    Spotlight
    Human Centered Design + Data Driven Insights = Contextual Consumer Experience
    Laura Andersen
    VP Strategy - Financial Service, Bluespire
  • 10:15 AM
    Morning Break
  • Personalization
    • 10:45 AM
      Industry Expert
      How to Use Personalization to Enhance Your Customer-centricity and Brand Loyalty
      Jonathan Ranger
      Chief Customer Officer, Evergage

      Today’s brands are expected to do more than provide great service. Consumers demand personalized content and experiences that are “tailored for me.” Captivate your audiences through web and mobile personalization. Learn new approaches to providing your customers with:

      • Personalized offers and targeted content
      • Individualized interactions along the customer decision journey
      • Better online conversations through automation and social listening

      Build your brand differentiation with personalization and improve loyalty.

    • 11:15 AM
      Case Study: American Express
      Harnessing Programmatic Media and Cross-device Technologies to Scale Up Acquisition
      Andras Lazar
      Director, Digital Acquisition, American Express

      Intelligent targeting and the right bidding strategy remains key to taking display media programs to the next level. Adopt intelligent targeting technologies to effectively market to prospects in a “multi-device” environment. Discover Amex’s approach to:

      • Transforming the card acquisition engine entering the “digital-first age”
      • Enabling predictive models by leveraging 1st and 3rd party data
      • Enhancing efficiency of programmatic media campaigns for acquisition

      Capitalize on mobile and cross-device technologies to drive acquisition in a real-time bidding environment.

    • 11:45 AM
      Industry Expert
      Redefining the 4 P’s of Marketing to Compete in a Fintech World
      Larry Lubin
      President & CEO, BLUERUSH

      In the new paradigm of marketing and sales where Fintech is trending, what is required of your company to sell? Develop a digital customer journey specifically designed to target and convert new customer segments. Walk away with a better understanding of:

      • The importance of digital experience to the customer journey
      • What content is needed to convert, on board and retain customers
      • Where to start if your company isn’t there yet

      Evolve the 4 P’s to outperform your competition in a Fintech driven world.

    Content Marketing
    • 10:45 AM
      Industry Expert
      The New Customer Journey – How to Use Content to Attract, Retain, and Grow Share of Wallet With Your Customers
      Justin Guttman
      Head of Sales, Financial Services,, Newscred

      78% of marketers in the financial industry report using content marketing, but only 25% of those consider themselves to be effective. Cut through the noise and keep your audience engaged with a content strategy that is uniquely differentiated from the rest. Get practical tips to:

      • Build long-term relationships with your consumers by providing value
      • Recognize where and when to engage customers along your brand journey
      • Deliver content in a timely fashion while staying compliant

      Implement winning strategies used by best-in-class financial partners to elevate your content.

    • 11:15 AM
      Case Study: Charles Schwab
      Moment Marketing – Develop a Content Strategy to Respond to Customer Needs
      Helen Loh
      SVP, Content and Digital Marketing, Charles Schwab

      When current events or life events leave your customers with questions, your brand needs to be there with relevant and helpful content. Create buzz and build trust by seeing things "through clients' eyes". Develop strategies to:

      • Respond quickly across channels
      • Adapt content to the native format
      • Target micro-segments

      Be the first to address your customers’ needs to attract engagement and build ongoing loyalty.

    • 11:45 AM
      Industry Expert
      Predictive Marketing: Delivering Personalized Experiences Without Manual Effort
      Andrew Davies
      Co-Founder & CMO, Idio

      FIs hold a huge amount of data on their customers, but some of the most valuable behavioral data is left unused. Source tactics used by brands such as Blackrock, JP Morgan and AllianceBernstein to analyze the intent of your customers and deliver predictive experiences. Find out how leading marketers are:

      • Understanding intent based on customer content consumption
      • Personalizing content without writing endless business rules
      • Coordinating customer journeys across channels to drive results

      Unlock the secrets of your customer data to deliver maximum value and drive returns.

  • 12:15 PM
    Networking Lunch
  • Real-time Marketing
    • 1:15 PM
      Industry Expert
      Leveraging Technology to Have Meaningful 1:1 Digital Conversations with Your Customers
      Jason Rushforth
      GM and VP, Infor Customer Experience Suite

      Marketers need to create meaningful dialogue with customers, but face fragmentation across applications, channels, and customer expectations. Enact a real-time marketing strategy to create relevant engagement with your customers throughout their journey. Master the success factors to:

      • Providing powerful customer insights
      • Streamlining tasks to keep campaigns robust and direct
      • Aligning operational efficiencies across all departments

      Anticipate the changing ways customers interact with your brand to deliver on exceptional customer experience.

    • 1:45 PM
      Programmatic Panel
      Solutions to Improve Targeting and Customer Relevance in 2017
      Andy O’Rourke
      CMO, Direxion
      Andras Lazar
      Director, Digital Acquisition, American Express
      Michelle Wirth
      Director - Global Partnerships, Quantcast

      Demand side platforms (DSP) allow marketers unprecedented ability to optimize display performance with realtime bidding. Stretch your advertising budget and enable precision inventory buys. Examine:

      • Better access to inventory with header bidding
      • Implications on viewability and fraud
      • Applications in mobile and video

      Increase your advertising effectiveness and save costs using programmatic tools.

    • 2:30 PM
      Industry Expert
      The People-Based Marketing Opportunity for Financial Services
      Gil Biegacz
      VP, Digital Strategy, Merkle

      Today, marketers must take advantage of digital marketing opportunities that are increasingly data-driven, programmatic, and addressable. Drive incremental ROI by using new approaches in addressability to target known and unknown consumers across the digital landscape. Take away key insights on:

      • The evolution of traditional direct marketing to today’s data-driven marketing methodology
      • How financial services companies are leveraging digital addressability to reach high value consumers
      • Developing people-based media and measurement plans

      Simultaneously increase conversion and ROI while improving the customer experience with people-based marketing.

  • 3:00 PM
    Afternoon Break
  • 3:30 PM
    Spotlight: Rethink the Monthly Bill
    Making Essential Communications an Integral Part of the Customer Journey
    Robert Krugman
    Chief Digital Innovation Officer, Broadridge

    One of the most important touch points you have with your customers is the monthly bill. Take advantage of this monthly communication to establish a digital relationship and remind them of the value you bring to their daily lives. Walk away with roadmap to:

    • Capitalize on market trends, strategies and enhancements in digital channels
    • Effectively highlight new services and capabilities
    • Communicate in a personalized and contextually relevant way

    Reinvent the monthly bill into a communication that tells your story and enhances the customer experience

  • 3:45 PM
    Panel: Omni-Channel
    Sending a Consistent Message Across Touch Points to Solidify Your Brand
    Laura Andersen
    VP Strategy - Financial Service, Bluespire
    Charles Moore
    SVP, Head of Digital Marketing, U.S. Bank
    Juan Silvera
    CMO, Rabobank N.A.
    Brianne Seiler
    Vice President, Channel Marketing, Hiscox USA
    Kevin McKenna
    SVP, Digital and Creative Solutions, RPM Direct

    Achieving cross-channel parity is one of the most important factors in creating a customer-centric experience. Maintain a uniform presence across your platforms to make every interaction excellent. Overcome challenges around:

    • Keeping up with the speed of digital
    • Engaging customers of all generations
    • Anticipating customers’ changing needs

    Deliver a truly client-centric experience to attract consumers to your brand.

  • 4:30 PM
    Industry Expert
    How to Rethink Your Customer Journey to Respond to the Fintech Challenge
    Menaka Thillaiampalam
    Head of North America Marketing LinkedIn Marketing Solutions: Financial Services, Linkedin

    Over 50% of financial customers now use at least one fintech provider. It’s therefore imperative for financial brands to build the most engaging customer journey that:

    • Understands the moments that matter the most
    • Focuses on the channels and formats that drive greatest engagement
    • Optimizes the experience drivers that build trust

    Take away a blueprint to engage tomorrow’s financial customer.

  • 5:00 PM
    Conference Adjourns to Day Two
  • 5:15 PM
    Cocktail Reception

    Don’t miss this exclusive end-of-day gathering with conference speakers and attendees! Unwind, mingle and build relationships that will benefit you in the years to come.

November 14, 2017
November 15, 2017
  • 7:45 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments from the Chair
    Todd Purcell
    SVP Digital Marketing, Webster Bank
  • 8:30 AM
    Keynote
    Digital Trends and Tactics to Bring Your Brand Profits in 2017
    Leslie Gillin
    CMO, Global Consumer Bank, Citi

    Optimize your digital spend to drive unprecedented growth for your brand. Take away a roadmap to:

    • Identify the right channels for your objectives
    • Fail and learn fast through effective testing
    • Adapt quickly to a changing digital landscape
  • 9:15 AM
    Panel: Mobile First
    Bringing Mobile to the Forefront to Meet Consumer Needs and Drive Conversions
    Jacob Lanyadoo
    Director of Sales, SweetIQ
    Jason Alexander
    Head of Digital Platforms, JP Morgan Chase
    Josephine Holmboe
    Creative Director, UX Design, Fidelity
    Chad Tully
    Director of Partnerships – Financial Services, Twitter

    More than a third of consumers exclusively use mobile in their purchase decisionmaking, but when is it the optimal choice for your objectives? Center your strategy on the channel your clients really use to provide a superior user experience in financial services. Take away a roadmap on:

    • Deciding between web only vs. mobile first vs. mobile only
    • Key considerations in optimizing for mobile
    • Differences in mobile strategy between B2B and B2C

    Know when to put the “second screen” first to revitalize your customer journey.

  • 10:00 AM
    Spotlight
    Create Effective Video Content to Drive Customer Engagement
    Stu Siegal
    Creative Director/Executive Producer, Videolink
    Janet Wagner
    Director, Offsite Marketing, Intermediary Marketing,, Columbia Threadneedle

    Visual content that connects your brand with customers’ lifestyles and values is what will distance you from the pack. Transform how you communicate with your customers with video storytelling. Source practical tips to:

    • Make the most of your video budget
    • Tell the right stories for your brand
    • Choose the right channels for your content

    Begin and end your customer’s journey with video stories that get to the heart of the matter.

  • 10:15 AM
    Morning Break
  • Big Data & Analytics
    • 10:45 AM
      Panel: Measurement & Attribution
      Advanced Attribution and Testing Strategies to Optimize Your Marketing Spend
      Paul Rudwall
      Head of Product Marketing, Invoca
      Alok Benjwal
      Vice President, Consumer and Marketing Analytics, Lincoln Financial Group
      Amy Hu
      VP Interactive Marketing and Online Experience, H&R Block
      Manoj Mathew, Sr.
      Director Client Services - East, Visual IQ
      Michael Clark
      Client Success Director, Experian

      Attribution remains one of the most elusive challenges for modern day marketers. Devise a cutting-edge algorithmic model to measure and optimize your marketing mix across all channels. Create a blueprint on how to:

      • Integrate and measure online and offline contributions
      • Implement A/B and complex multi-variant testing
      • Take action on analysis results to maximize investment

      Use attribution modeling to accurately gauge your marketing efforts and increase ROI.

    • 11:30 AM
      Industry Expert
      Customer Insights – Leverage Your Mass Customer Data to Deliver Relevant Content at the Right Time
      Chrissy Perez
      Account Director, StoneShot

      FIs struggle to extract real value from the vast amounts of data available. Cut through the noise and assess the right metrics to improve your conversions. Get expert advice on:

      • Tracking conversion rates across channels
      • Audience measurement – where to focus
      • Delivering personalized experiences based on analysis

      Master data-driven marketing to gain actionable insights and grow your ROI.

    Customer Experience
  • 12:00 PM
    Networking Lunch
  • 12:55 PM
    Industry Expert
    How the Largest Market Opportunity in a Generation Will Define the Winners and Losers in Financial Services
    Mitchell Weisman
    CEO, RevJet

    SHHH!  Did you hear it? Something big just changed. BOOM!  Just now, the largest untapped business opportunity in a generation became yours for the taking. Hear why now is the time to take advantage of an enormous source of value that’s been hiding in plain sight.  Explore how to:

    • Create perfectly personalized and optimized creative across display, mobile, social and video
    • Maximize the real-world impact of your targeting and programmatic buying strategies
    • Unlock previously unreachable new revenue streams effortlessly

    In the coming years, there WILL be winners and there WILL be losers -- make sure to learn how your business comes out on top.

  • 1:25 PM
    Room Change Break
  • Automation
    • 1:30 PM
      Fireside Chat: Betterment
      Why Your Customers are Choosing Automated Investing – and What You Can do About it
      Joe Ziemer
      Director of Communications, Betterment

      A.T. Kearney reported that by 2020, robo advisors will control in excess of $2 trillion in assets. Implement strategies from the largest independent robo-advisory in the US and to place your bets on where the trend is heading. Master the success factors to:

      • Make investing more accessible to more people, including Millennials
      • Meet client needs by combining technology and relationships
      • Deliver a simple, seamless customer journey

      Revitalize your service delivery in any sector with strategies from a leading disruptor.

    • 2:15 PM
      Industry Expert
      How Technology is Leveling the Playing Field for Financial Services Marketers
      David Rubinstein
      Vice President, Financial Services, Salesforce Pardot

      Financial Services marketers face a thousand new challenges in this increasingly digital world. Embrace automation to optimize your marketing efforts and increase revenue without adding to your headcount. Source practical tips to:

      • Maintain brand consistency in all client communications
      • Automate and personalize client touches with email nurtures
      • Empower brokers/advisors with templated emails and campaigns

      Leverage automation technology to increase your marketing effectiveness.

    Compliance
    • 1:30 PM
      Panel: Social Media
      Achieve Social Media Compliance in a Regulated Environment
      Wendy Bryant-Beswick
      Chief Retail Officer, Firstmark Credit Union
      Richard Gans
      Director of Social Media, AXA
      Amy McIlwain
      Industry Principal, Hootsuite

      It’s not always smooth sailing to get social buy-in, especially for regulated markets. Move the needle in social marketing and meet legal requirements. Augment your social strategy while maintaining vigilant risk practices. Establish partnerships to:

      • Build governance into your processes
      • Expedite content approval and adoption of social
      • Develop communication policy for advisors and staff

      Strengthen your compliance with first-hand advice from industry veterans.

    • 2:15 PM
      Industry Expert
      Enabling Compliant Marketing and Sales Pieces to Speed Up Success
      Cat Baker
      Vice President, Sales Support, OneMain Financial

      Regulatory guidelines in the financial industry are constantly evolving, and can slow down marketing efforts. Allow your team customization within defined parameters to deliver personalized, local content in real-time. Assess the benefits to:

      • Streamlining the process for all users to maximize efficiency
      • Reducing the redundancy of the creative approval process
      • Providing measurable ROI of branded content

      Better integrate your sales and marketing assets to maintain brand integrity.

  • 2:45 PM
    Afternoon Break
  • 3:15 PM
    Industry Expert:
    Leverage Your Data to Better Inform the Buyers’ Journey
    Aundreia Heisey
    Product Marketing Director, Financial Services, Seismic

    Buyers today have significantly more information at their fingertips than ever before. Explore how you can help to keep buyers engaged. Source practical tips to:

    • Differentiate your products and services
    • Craft more personalized interactions
    • Increase content utilization and efficacy

    Master the success factors on how to create a world-class experience for your prospects and clients

  • 3:45 PM
    Case Study: Webster Bank
    Building a Digital Marketing Strategy from the Ground Up to Compete in Today’s Marketplace
    Todd Purcell
    SVP Digital Marketing, Webster Bank

    It’s clear that digital is the way forward for financial services marketers, but making that transition is no easy feat. Jump-start your transformation with tips for the planning, design, and execution of a comprehensive digital marketing strategy. Develop a blueprint to:

    • Evaluate priorities and strategic objectives
    • Overcome common hurdles and barriers
    • Facilitate the change within your organization

    Source you plan of action from site development to social media with insights from a transformation expert.

  • 4:15 PM
    Panel: Internet of Things
    How FIs are Using the Latest Technology to Unlock Key Customer Insights
    Timothy Brigham
    CEO, dotCMS
    Brooks Tingle
    SVP, Marketing and Strategy, John Hancock Insurance
    Guy Schneider
    VP, Sales North America, e-Spirit

    Gartner estimates that endpoints of the Internet of Things will grow at a 32.5% CAGR worldwide from 2013 to 2020. Create an ongoing connection with your customers and gather new data. Discover the opportunities for:

    • Smart reminders to spend
    • Collecting data to offer better premiums
    • Connected bank branches

    Transform your product into something tangible through connected objects.

  • 5:00 PM
    Conference Adjourns
November 15, 2017

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