Agenda

November 14, 2017
  • 7:30 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comment from the Chair
    Todd Purcell
    SVP Digital Marketing, Webster Bank
  • 8:30 AM
    Keynote: Moven
    Colliding Disruptive Digital Marketing and Consumer Trends for Competitive Advantage
    Brett King
    CEO, Moven

    Who says disruption is the privileged territory of the young, brash, and idealistic with little to lose? Realize how mobile payments, social, and big data are shaping the way people think about money and everyday banking. Morph your organization to bank on:

    • Disruptive threats and emerging trends
    • New distribution models and crowd-sourced business
    • Digital marketing that inspires, engages and captivates

    Reinvent your organization to keep pace with the next generation of customers.

  • 9:15 AM
    Spotlight
    Improving your Digital Marketing Through Targeted Campaigns

    Various target markets react differently to marketing efforts. Enhance your campaigns by targeting them to your specific audience. Create a strategy to:

    • Adapt your campaigns to different audiences
    • Customize your marketing materials for local and international audiences
    • Improve your client acquisition with focused efforts

    Develop a focused marketing strategy that resonates with specific audiences.

  • 9:30 AM
    CMO Panel
    Taking Advantage of Emerging Trends to Improve your Marketing Strategy
    Elliott Bundy
    Chief Communications & Marketing Officer, Managing Director, XL Catlin
    Brent Korte
    Chief Marketing Officer, Ameritas Life Insurance Company

    New technologies, data sources and innovations offer opportunities, but only for institutions that are on top of new trends. Source new innovations to gain your competitive advantage. Gather insights on:

    • The role of data in marketing
    • New touchpoints and channels
    • Emerging technologies in marketing

    Stay on top of the latest marketing innovations to develop your competitive advantage

  • 10:00 AM
    Spotlight
    On Demand – Enhance Penetration and Market Share with Mobile Integration

    Mobile has continually transformed how consumers interact and transact. Go beyond mobile banking to increase awareness, engagement, and acquisition for your brand. Access consumers and improve revenue with advice from thought leaders to:

    • Generate value from mobile interactions and advertising
    • Deliver mobile web optimization and native apps
    • Couple mobile wallet and loyalty offers

    Protect market share and expand your mobile footprint cost-efficiently.

  • 10:15 AM
    Morning Break
  • Data and Analytics
    • 10:45 AM
      Industry Expert
      Advanced Segmentation and Clustering Techniques for FIs to Identify and Convert for Increased Profitability

      Big data and analytics now allow marketers to use algorithms to define customer segments. Identify new and valuable sub-segments to predict user behavior and make insights actionable. Take back to your office strategies to:

      • Define attributes of high-value visitor groups
      • Consider multiple and complex variables
      • Prioritize targeting activities based on insights

      Target new to increase your profitability.

    • 11:15 AM
      Case Study: BNY Melon Investment Management
      It’s a Brave New World: Leaning into the New Age of Data, Digital and Content to Drive Returns
      Sheri Gilchrist
      Managing Director, Global Head of Marketing Services, BNY Mellon Investment Management

      Marketers are in a new world where digital, data, and content technologies can accelerate direct and digital marketing initiatives. Unlock the potential of digital and data to transform your marketing and impact topline growth. Take away expert insights on:

      • Emerging trends being used today
      • Making sense of the buzz about big data, IoT, and content intelligence
      • Staying true to the voice of the customer and brand

      Lean into digital trends that will have the biggest impact on your marketing.

    • 11:45 AM
      Industry Expert
      Winning the Loyalty War in the Age of Big Data

      Loyalty matters more than ever today. Quantify loyalty and leverage the deluge of data available in the Big Data age. Take back to your office strategies to:

      • Enable fast analytics using big data
      • Monetize loyalty using analytics
      • Utilize data to increase loyalty

      Heighten your influence over client sentiment through strategic use of data.

    Innovation
    • 10:45 AM
      Industry Expert: K2 Digital
      Accelerating Growth, Breaking the Human Speed Barrier
      Lawrence Tepperman
      Founder and Managing Director, K2 Digital

      The financial services sector has been an early-adopter of digital transformation, but new digitally-based disruptors are making their presence felt. Digital Transformation is about using new methods - such as artificial intelligence (AI), big data, learning machines, cloud-based tools, and mobile solutions to accelerate and enable organizational change. Learn how:

      • Financial services rules can appear to form a barrier but are actually an opportunity to optimize and "out compete"
      • Discussion on how to deliver relevant messages and offerings using using in-line data analysis and decision support
      • Explore how to empower and engage employees to deliver truly customer-centric user-experiences

      Walk away with a framework to determine where your firm is on the best path to competing as a Digital Enterprise.

    • 11:15 AM
      Case Study: AXA
      AXA Launch an Employee Advocacy Program to Expand your Brand Awareness Efforts

      74% of consumers identify word-of-mouth as a key influencer in their purchasing decision, according to research by LinkedIn. Explore how you can empower employees to become brand advocates as part of your company’s marketing mix and expand your word-of-mouth efforts. Source practical tips to:

      • Understand the difference between employee advocacy and social selling programs
      • Work with compliance on getting an employee advocacy program approved and live
      • Onboard and engage employees to keep them sharing

      Take away experienced perspectives to help drive your employee advocacy efforts forward.

    • 11:45 AM
      INDUSTRY EXPERT: EVERGAGE
      Evergage Session Details Coming Soon
  • 12:15 PM
    Networking Lunch
  • Omni-channel Strategy
    • 1:15 PM
      Industry Expert:
      Look Beyond the Transaction to Develop Meaningful Digital Relationships With Customers

      Even in the digital world, your financial services rely on strong relationships with their clients. Develop your relationships using the most recent tools available to you. Create a plan to:

      • Engage customers with value-adding digital content
      • Meet customer needs via apps
      • Build relationships in micro-moments

      Improve your customer relationships in a digital world.

    • 1:45 PM
      Power Panel: Omni-channel
      Developing an Omni-channel Strategy for your Financial Brand
      Eric Barba
      VP/Director – Digital Marketing & Analytics, OneMain Financial
      Berta Aldrich
      Chief Marketing Officer, FS Investments
      Nidhi Gupta
      Director, Marketing & Digital Partnerships, Western Union

      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.

    • 2:30 PM
      Industry Expert:
      Develop an Omni-channel Relationship Strategy to Better Serve Financial and Advisory Services

      B2B relationships in the digital era are still based on relationships. Build an omni-channel marketing and relationship model anchored on client segments. Develop a plan to:

      • Start the omni-channel conversation by understanding customer segments and their journeys
      • Determine touchpoints to client experience and the service delivery model and channel
      • Enable key digital capabilities

      Strengthen your B2B relationships with digital technologies.

    Innovation
    • 1:15 PM
      Industry Expert: Analytic Partners
      Analytic Partners Session Details Coming Soon
    • 1:45 PM
      Power Panel: MarTech
      Navigating the MarTech Landscape to Make the Most of your Investments
      Daniel Allocca
      Managing Director, Head of Business Management and Strategy, Marketing, Nunveen
      Kip Morgan
      Director of Media and Branding Analytics, Prudential Financial

      The MarTech landscape has grown, with now over 5,000 vendors serving the space. This number is up several thousand percent from just 5 years ago. So, with all of these new offerings, how do you respond? Gain insights on:

      • Whether to choose several large providers and go with a central model
      • Maximizing go-to-market timing vs. building the best tool-set
      • Measuring success across the growing number of channels with the growing number of technologies

      Develop a plan to make the most of your MarTech investments.

    • 2:30 PM
      Industry Expert
      Creating a Mobile-first Design to Improve Digital Experience

      A mobile-first design with a focus on customer journeys has the potential to improve customers’ digital experience. Apply key pillars to improve your customer satisfaction. Source insights to:

      • Eliminate customer pain points
      • Allow customers to self-serve through digital
      • Create a personalized journey-based approach

      Create your truly optimized customer journey through customer co-creation and digital analytics.

  • 3:00 PM
    Afternoon Break
  • 3:30 PM
    Spotlight
    Employ Artificial Intelligence to Improve Financial Marketing Efficiency, Reduce Costs and Increase Returns

    AI has the ability to perform tasks that once required menial labor, faster, cheaper and on a greater scale. Embrace AI to achieve more while spending less on your marketing efforts. Source practical tips to:

    • Perform automated A/B testing on a massive scale
    • Engage customers with chatbots
    • Use customer data to provide a customized experience

    Get greater value from your marketing efforts with the power of artificial intelligence.

  • 3:45 PM
    Case Study: JPMorgan Chase & Co. – Content Marketing
    So, you Want to Drive Business? Tell a Human Story
    Steven Gray
    Vice President, Managing Editor, JPMorgan Chase & Co.

    In this session, learn how the Chase Newsroom is building content and partnerships about personal finance, entrepreneurship, leadership, and culture – while driving business among all Americans. Gain insights on:

    • How to become a media company
    • How to craft the best media partnerships to reach demographic groups
    • How to protect your brand’s voice – while tapping into the authentic voice, and sensibility, of media partners

    Use relatable human stories to drive your business.

  • 4:30 PM
    Case Study: Cross River Bank
    Branding in the FinTech Environment to Differentiate your Institution
    Randi Schochet
    Chief Marketing Officer, Cross River Bank

    It is becoming more and more difficult to reach prospects and customers in the increasingly competitive financial industry. Break through the clutter and create your brand’s own space in order to differentiate your business. Create a roadmap to:

    • Identify and manage the right creative agency to generate innovative and groundbreaking work
    • Develop a competitive landscape analysis to seize the opportunity and learn from best practices
    • Use your influence management skills to communicate and gain alignment of mission and visual identity throughout your organization

    Take away a roadmap to transform your company’s brand among your target audience.

  • 5:00 PM
    Conference Adjourns
  • 5:05 PM
    Evening Reception
November 14, 2017
November 15, 2017
  • 7:30 AM
    Registration and Breakfast
  • 8:00 AM
    Opening Comment from Chair
    Todd Purcell
    SVP Digital Marketing, Webster Bank
  • 8:15 AM
    Keynote: US Bank
    Leverage Online Reviews to Monitor and Benchmark your Brand
    Troy Janisch
    Vice President/Director, Social Intelligence, US Bank

    Online review sites offer a wealth of information about how customers interact with financial institutions. Use this information to meet your customers’ needs better. Gain insights on how to:

    • Leverage online reviews for SEO
    • Monitor your brand
    • Benchmark yourself against other financial institutions

    Take advantage of online reviews of your brand for SEO, brand monitoring and benchmarking.

  • 8:45 AM
    Industry Expert: Brainsonic
    Brainsonic Session Details Coming Soon
  • 9:15 AM
    CMO Power Panel
    Explore Opportunities and Solutions to Win Customers in the Digital Era
    Mihir Korke
    Chief Marketing and Growth Officer, Able Lending
    Sharon Cook
    Chief Marketing Officer, Federal Home Loan Bank of Atlanta

    What’s working in digital marketing today? Hear how you can best reach, engage and convert your customers. Through this exclusive gathering of Chief Marketing Officers, source insights on:

    • Merits and performance of digital channels
    • Data, customer insights and analytics
    • Strategic integration across touchpoints

    Source best practices from Chief Marketing Officers to build your marketing strategy.

  • 10:00 AM
    Spotlight
    Use Automation to Gain a Competitive Advantage in a Digital World

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

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

    Leverage automation technology to increase your marketing effectiveness.

  • 10:15 AM
    Morning Break
  • Social Media
    • 10:45 AM
      Panel: Social Media
      Source Best Practices for Social Media in Financial Services
      Stephen Black
      Vice President, Marketing and Brand Strategy , BECU
      Mileise Cooney
      Marketing Director, NET Credit Union
      Berta Aldrich
      Chief Marketing Officer, FS Investments
      Dani Pascarella
      Founder and CEO, Invibed

      The world of financial services marketing poses unique challenges and opportunities for social media marketers. Make the most of your social investments. Sources insight on:

      • Balancing speed and creativity with compliance
      • Selecting the right social platforms for your brand
      • Measuring the performance of social campaigns

      Gain exclusive insights into what works – and what doesn’t – for social media in financial services.

    • 11:30 AM
      Industry Expert
      Breaking Down Silos to Improve Marketing Across Channels

      Clients don’t view their interactions with you as taking place within defined channels, and neither should you. Break down barriers between your channels to develop a true omni-channel experience for customers. Create a blueprint to:

      • Manage customer touchpoints across channels
      • Connect online and offline marketing data
      • Track the customer journey across all channels

      Create a consistent experience to drive your conversions.

    Innovation
    • 10:45 AM
      Panel: B2B Marketing
      Developing a Digital Marketing Strategy to Meet the Unique Needs of B2B Clients
      Sunita Patnaik
      Director, E-Commerce Marketing, Prudential Financial
      Brenda Ortiz Lee
      VP, Global Prepaid Network Manager, Citi

      B2B clients have different expectations and behaviors than their consumer counterparts. Develop a strategy to fit the unique needs of your B2B clients. Gain expert advice on:

      • Selecting appropriate digital channels for B2B marketing
      • Developing the right brand voice for your clients
      • Assessing KPIs for B2B marketing campaigns

      Create a marketing strategy that resonates with your B2B clients.

    • 11:30 AM
      Industry Expert: Veriday
      Making the Digital Experience more Human: The Untapped Channel
      Marc Lamoureux
      CEO, Veriday
  • 12:00 PM
    Networking Lunch
  • Content Marketing
    • 1:00 PM
      Industry Expert: Crownpeak
      Maximize the Effectiveness of your Content to Build Deeper Trust with Your Audience
      Stewart Maurer
      VP Marketing, Crownpeak

      In the financial services industry, establishing credibility with your audience is a critical ingredient for building mutually beneficial relationships. But with thousands of web pages, multiple content editors and a multitude of legal regulations, how can you ensure the content you’re putting out is high-quality, accurate, and compliant? In this session, you’ll learn best practices to:

      • Meet current web accessibility standards
      • Enforce legal compliance across your website
      • Build trust by improving the accuracy of your content by identifying errors, misspellings and broken links across your websites
    • 1:30 PM
      Case Study: Burford Capital
      Developing a Content Marketing Plan for a B2B Audience to Build Brand Recognition
      Liz Bingham
      CMO, Burford Capital

      What works for retail financial services won’t necessarily work for B2B institutions. Develop a content marketing strategy that works for your audience. Develop a plan to:

      • Create content that offers value to a business audience
      • Become a subject matter authority to your client base
      • Develop brand awareness via targeted content

      Win over B2B customers with relevant content marketing.

    • 2:00 PM
      Industry Expert
      Drive Conversion and Maximize ROI with Engaging Video Content

      Including video on a landing page can increase likelihood of conversion by up to 80%. Capture and hold your customers’ attention with video storytelling. Source practical tips to:

      • Make the most of your video budget
      • Tell the right stories for your brand
      • Optimize for mobile platforms

      Reach your customers with video storytelling to attract new business.

    • 2:30 PM
      Panel: Content Marketing
      Developing a Content Marketing Plan to Build Brand Recognition
      Ann Hynek
      Executive Director, Morgan Stanley
      Dan Marks
      CMO, Hancock and Whitney Bank

      Every financial brand needs a content plan. Develop a content marketing strategy that develops value for your customers. Create a plan to:

      • Harness the content that your company already creates
      • Create content that offers value to your customers
      • Become a subject matter authority to your client base

      Enhance your brand recognition with a content marketing strategy.

    Innovation
    • 1:00 PM
      Industry Expert:
      Introducing Service Design to Improve Customer Experience

      A national or international financial institution can create a complex service environment. Embrace service design as a means to remove silos, place your customer within the decision making process, and to consider the holistic service experience. Develop a strategy to:

      • Introduce and implement service design
      • Create champions of service design
      • Improve customer experience across multiple channels

      Apply service design to improve your customers’ experience across channels.

    • 1:30 PM
      Case Study: Xceed Financial Credit Union
      How Smaller FIs Can Compete in the Digital World
      Paris Chevalier
      Chief Marketing Officer, Xceed Financial Credit Union

      Credit unions and other smaller financial institutions may lack the resources of their largest competitors, but that doesn’t mean they can’t compete. Explore how your institution can win market share via digital marketing. Source a plan to:

      • Employ low-cost digital marketing tools
      • Capture markets underserved by larger FIs
      • Use your smaller size to be more agile in marketing

      Use digital marketing tools to better reach your customers and compete with larger institutions.

    • 2:00 PM
      Industry Expert
      Making the Transition to Mobile-first

      Mobile is the new standard. Explore optimal ways to build awareness, engagement and retention for your smartphone-connected target audience. Source practical tips from best practice brand examples in financial services to:

      • Sync mobile advertising with other elements of the marketing mix
      • Achieve an action plan to improve your current smartphone strategy
      • Make the transition to mobile first

      Adopt a mobile-first approach to give your customers the experience they want.

    • 2:30 PM
      Case Study: brightpeak financial
      How Big Data and Behavioral Science Shape the Future of Marketing in Financial Services
      Eric Hughes
      Chief Marketing Officer, brightpeak financial
      Ahti Hujanen
      Chief Architect & Implementation Officer, brightpeak financial
      Cami Zimmer
      Corporate Communications, brightpeak financial

      Financial spending and saving is a rich area of exploration for big data studies. What’s missing is an exploration of people’s attitudes about spending and saving, as well as their behaviors leading up to those actions. In this session, source insights on:

      • The importance of converging motivation, ability and triggers to change behaviors
      • Examples on how behavioral change is needed to drive outcomes
      • Real case studies on what has worked and what hasn’t

      Source a strategy to leverage big data and behavioral science to drive business results.

  • 3:15 PM
    Afternoon Break
  • 3:45 PM
    Keynote: Oregon Community Credit Union
    Channel This: 8 Tips Toward Leaning into the Future of Banking Now
    Deborah Mersino
    Chief Marketing Officer, Oregon Community Credit Union

    Channel strategies have been evolving at a speed as rapid as the technologies behind them. In this session, you’ll learn the fundamentals of new marketing leadership required to thrive and compete in a crowded marketplace. From the three big transformations facing financial institutions today to artificial intelligence and the age of retail reckoning, this session will push your thinking and get you revved up to lead your organization in powerful new ways.

    Takeaways:

    • Understand how the role of CMOs and marketing at financial institutions are undergoing massive shifts and what you need to do to prepare yourself to educate and advocate for needed change
    • Bolster your understanding of how technology innovations and disruption can and should be influencing your leadership and internal structure
    • Learn the latest on personalization and personas in age of data mining and why its not only critical during the significant transference of wealth taking place, but also vital relative to customer experience, predictive analytics, profitability and more

    Embrace the future of banking to retain and build your market share.

  • 4:15 PM
    Case Study: Invibed
    Attract and Engage Customers With Content Marketing
    Dani Pascarella
    Founder and CEO, Invibed

    The average American spends more than 10 hours per day consuming media. Explore how you can capitalize on this trend to attract new customers and deepen your relationship with existing customers. Adopt best practices to:

    • Capture consumer attention in a noisy environment
    • Build trust and move prospects down your sales funnel
    • Engage with existing customers to boost brand loyalty

    Take away proven content strategies to help optimize your marketing mix.

  • 4:45 PM
    CMO Panel
    Building a Digital Marketing Strategy to Drive Transformation
    Justin Hoffman
    SVP, Business Development & Chief Marketing Officer, PSA Insurance & Financial Services
    Paris Chevalier
    Chief Marketing Officer, Xceed Financial Credit Union
    Paul Mineck
    Chief Marketing Officer, Simple Disability Insurance

    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 insights 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 change within your organization

    Source your plan of action from leading financial services CMOs.

  • 5:30 PM
    Conference Adjourns
November 15, 2017

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