Agenda

Maximize every technology dollar by focusing on tools that deliver clear revenue impact, minimize operational inefficiencies, and respond swiftly to shifting market conditions. Take away specific solutions to:

• Evaluate current and prospective martech platforms using a scoring model based on business value, scalability, and cost-effectiveness.
• Reallocate budget from underperforming tools to high-yield capabilities like AI-powered analytics, automation, and real-time personalization.
• Secure C-suite buy-in and demonstrate ROI with credible, finance-aligned metrics your CFO will trust.

Optimize your stack, defend your budget, and turn martech into a resilient growth engine to amplify strategic impact across every customer touchpoint.

Hear C-suite marketing leaders reveal how they position marketing as a catalyst for enterprise-wide growth while navigating economic uncertainty, accelerating brand purpose, and building organizational resilience.
You will walk away with actionable strategies on:

• Championing systemic change—aligning culture, data, and cross-functional collaboration to embed marketing at the heart of business strategy.
• Scaling trust and relevance—combining purpose-driven storytelling with robust governance to deepen stakeholder confidence across volatile markets.
• Strengthening risk resilience—turning uncertainty into opportunity through scenario planning, agile decision frameworks, and proactive reputation management.

Gain the leadership insights needed to elevate marketing as a growth engine and guide your organization confidently through change.

Break down silos and unlock faster, smarter marketing with an integrated, AI-ready ecosystem. Develop a blueprint to:

• Unify customer data and martech platforms into one compliant, insight-rich foundation.
• Deploy GenAI for automated content creation, dynamic segmentation, and real-time campaign optimization.
• Align teams and tools through governance strategies that accelerate speed-to-market and maximize ROI across every channel.

Transform fragmented systems into a cohesive growth engine that drives measurable revenue and deeper customer engagement.

Break into smaller groups of approximately 25 industry peers to work through practical hands-on exercises that will strengthen your role as a marketing leader within your organization.

WORKSHOP A: LEADERSHIP TOOLKIT 2030
Skills and Mindsets for the Next-Generation Marketing Executive

Future CMOs need a blend of strategic vision, technological fluency, and people leadership to excel. Take away specific solutions to:

• Assess and bridge leadership skill gaps for data-driven and AI-supported decision-making.
• Cultivate resilience, adaptability, and influence to guide teams through rapid market shifts.
• Build cross-functional partnerships to secure resources and drive impact.

Optimize your leadership toolkit to thrive as a marketing executive in 2030 and beyond.

WORKSHOP B: IMPACT METRICS MASTERCLASS
Advanced Attribution Models for Proving Marketing Value

Move beyond last-click attribution to demonstrate true marketing ROI across complex customer journeys. Source practical tips to:

• Design and implement multi-touch, data-driven attribution models tailored to financial services.
• Establish lift tests and holdout experiments to measure incremental impact with statistical rigor.
• Craft executive-ready reports and dashboards that connect marketing activities to revenue and business KPIs.

Master your metrics and the storytelling needed to prove marketing’s value and secure ongoing investment.

WORKSHOP C: AI ADOPTION ACCELERATOR 
Achieving 80 % Tool Uptake by Putting the Right Tech in the Right Place at the Right Time

Drive enterprise-wide adoption of new marketing platforms by aligning tools with workflows, champions, and measurable value. You will walk away with actionable strategies on:

• Mapping pain points and matching features to real user jobs-to-be-done to spark immediate “aha” moments.
• Building an enablement engine—training paths, use-case libraries, and peer champions—that sustains momentum beyond launch.
• Tracking adoption metrics and showcasing quick-win ROI to secure ongoing executive support and budget.

Leave equipped to crack the adoption code and embed new technology seamlessly across your marketing organization.

Led by Ashley Cheretes, Director, Generative AI, Prudential Financial

WORKSHOP D: FINANCIAL ADVISOR MARKETING 
How Are You Framed? Helping Advisors Define, Design & Deliver Their Brand

While national initiatives provide great tools and infrastructure, the real impact happens locally, where advisors show up in their communities, build relationships, and frame their unique value. This workshop shifts the focus from corporate-scale enablement to individual advisor brand alignment. We’ll walk through a framework that empowers advisors to clarify how they’re currently framed in the marketplace and how to reshape that to better reflect their values, business goals, and ideal client relationships. From there, we’ll explore how to:

• Define your personal brand and advisory message using a proven framing framework.
• Design digital and social content that aligns with your identity and resonates with your audience—including plug-and-play content templates.
• Deliver your message with consistency, using simple feedback loops and brand-friendly analytics to track engagement, relationship depth, and defining real ROI, not just impressions.

By the end of this session, advisors will walk away with a customizable toolkit and a clearer picture of how to show up online and in person in a way that deepens client relationships and accelerates growth.

Led by Katy Dugal Simpson, Chief Marketing Officer, The Callaway Black Group, Northwestern Mutual

WORKSHOP E: INFLUENCER-FIRST CONTENT STRATEGY

Integrating Diverse Human-Centric Content Formats to Set Your Brand Apart in the Financial Sector

Harness the credibility of influencers, employees, and customers to humanize your financial brand and expand reach. Adopt best practices to:

• Identify and recruit authentic voices: industry experts, client advocates, and brand ambassadors.
• Co-create content across formats that balance compliance with genuine storytelling.
• Amplify influencer content through paid, owned, and earned channels to maximize visibility and engagement.

Advance your influencer-first strategy to heighten trust, drive engagement, and differentiate your brand in the financial sector.

Capture and grow customer attention through modern, multi-channel engagement strategies. Achieve a step-by-step action plan to:

• Design cohesive experiences that seamlessly connect digital, mobile, and in-branch touchpoints.
• Leverage real-time data and AI to deliver scalable, personalized interactions.
• Track loyalty metrics and iteratively improve journey stages to boost retention and advocacy.

Increase your impact with engagement journeys that transform customer interactions into enduring loyalty and business growth.

Modernize your brand identity and amplify its purpose to create campaigns that resonate emotionally and drive measurable impact. Master the success factors to:

• Combine data-driven insights with emotional storytelling to craft breakthrough campaigns that drive engagement and conversion.
• Develop a roadmap to evolve your brand identity, honoring your heritage and core values while embracing modern relevance.
• Reframe setbacks as strategic learning moments, using failures to refine your purpose and strengthen stakeholder buy-in.

Advance your organization’s ability to honor its legacy while embracing innovation to create a purpose-driven brand that thrives in today’s dynamic market.