Agenda

• Start your day off right and make connections with industry leaders.
• Join “drop-in” roundtables discussing current and relevant topics.
• Schedule one-to-one video meetings with peers or vendors.
• Gather essential content and get exclusive offers at virtual exhibit booths.

Gain insight into today’s sessions so you can get the most out of your experience and maximize your value.

Take a deep dive into more proactive and positive growth through better digital marketing products, services and by integrating sales and marketing teams. Discover which technology solutions will truly accelerate your organization’s digital marketing & sales capabilities to keep pace with competitors. Build a new blueprint to:

• Reallocate organizational strength across marketing, sales and IT.
• Better understand your own mission — take the right steps to improve your capabilities.
• Enhance your digital martech decision-making. Upgrade outdated infrastructure and legacy systems.
• Ensure your digital marketing content, products, services and brand stands out against competitors.

Become a better digital marketer: Adaptable, persistent and creative.

With the continued growth of content to watch, apps to browse, and brands to buy, today’s consumers are more connected than ever. As a result, it is increasingly important for advertisers to have a deep understanding of these audiences in order to reach them in relevant ways. In this session, we take a deep dive into how you can truly engage with today’s connected consumers, followed by a fireside chat on connected TV:

• Key research from Amazon Ads analysed by Ipsos will pinpoint how consumers are streaming
• Take away findings on how, where and when they’re interacting with brands
• And importantly …what they’re seeking from their brand interactions

Keeping relevant, engaging and on message across digital connections

Now more than ever, financial marketers are being challenged to build visibility across their product brands. And this has only been exacerbated by the COVID-19 pandemic. Learn how marketers can optimize their advertising media and creative to strengthen brand equity and drive conversion. Gain critical insights into:

• How to build a holistic, compelling customer experience across channels and creatives.
• How emotion impacts purchase decisions, sales and customer loyalty.
• Balancing brand building with sales conversion across your digital portfolio.
• Changes in media consumption during COVID-19 and how marketers should adapt.
• Diversity and inclusion: Empowering teams, gender gaps and work-life balance.

Bolster customer relationships via disruptive digital innovation drivers.

As interactions with financial services become predominantly digital, marketers need to deliver online experiences that stand out. This session will help you think creatively and differentiate your brand in the online world. Adopt the latest lead generation tactics to help you connect with a smarter, more digitally-savvy customer:

• Find out how to increase brand awareness, generate qualified leads and ultimately close deals.
• Build higher-quality leads: Work together with sales and marketing teams.
• Utilize lead scoring and nurturing for the self-directed customer.

Grasp the ROI of a successful lead generation program: Across all financial services.

The old days of predictable, periodic media sessions have been replaced by numerous short bursts of digital activity throughout the day. Micro-moments occur when your customer turns to a device, usually a smartphone, to act on a need to learn something, do something, watch something or buy something. What does this mean for the savvy digital marketer in the financial services sector? Achieve a step-by-step plan to:

• Get a better understanding of when and where your prospects want information on financial services.
• Pinpoint exactly what they want to learn about: Saving and retirement, investing, spending more effectively, etc.
• Provide instantaneous online help with content that engages your audience in a meaningful way.

Focus your strategy on intent-rich moments to deliver content your customers need and desire.

What is marketing innovation and why is it so elusive? On average, 21% of the marketing budget is set aside for marketing innovation, but 91% of marketing leaders indicate that they struggle to measure the impact of marketing innovation. So why is so much money set aside for something difficult to define and hard to measure?

In this session, we will unpack the DNA of marketing innovation and determine what it is and (equally important) what it isn’t. We will:

• Review the key simple tools and frameworks to help you identify what is marketing innovation
• Discuss how to classify, prioritize and measure marketing innovation impact
• Demonstrate a clear example of marketing innovation

Join us and make a difference in your organization by focusing on innovation initiatives that impact culture, improve process and deliver measurable outcomes.

Be adaptive, agile, and resilient, collaborate and co-create: Let’s do new things in new ways!

B2B businesses are proof that any business can be successful on social media. So, why are there a lot of B2B companies that have not fully leveraged its power? This session will enable you to level up and use social media to increase traffic, convert leads, nurture those leads toward a sale and delight customers. Take away practical tips to:

• Avoid the ‘ready, aim, fire’ approach and the brand damage it can cause.
• Align your content and website as the foundation for a strong social media strategy.
• Understand and harness influencers, followers and engagement.
• Customize your content for each social media platform: Twitter, Facebook, Google+ and LinkedIn.

Become social media savvy: New goals for digital marketers.

Marketing analytics isn’t a precise science. Much has been discussed about how regulation and the lack of third-party cookies impact ad targeting, but not so much on how this impacts the importance of creative. This session fills that gap.  Discover Fin Serv creative best practices and how to transform your creative operations to:

• Create Agility with Content Creation at Scale
• Monitor Creative to ensure you are Adhering to Best Practices
• Understand Creative Insights specific to your brand to drive the most impact

How marketing leaders can ensure they effectively use and share data for better decision making

Scotiabank completed the acquisition of BBVA Chile in 2018 as executed one of the most effective digital transformations recognised by winning two Euromoney Awards for Excellence in 2020.  This best practices and ROI-led discussion will take you through how the bank managed a colossal digital challenge seamlessly integrating digital and branches and execute best in class digital marketing approaches.  Hear how to emulate their success:

• Positioning for scale and future profitability: understanding the Carribbean and Central American market
• Building digital assets to deliver even better banking experiences
• The ‘Digital Factory’: Supporting customization and more online experiences
• How your journey post-covid will position you for survival or extinction: The key lessons and future growth opportunities

Cost efficiency nuggets and balancing aggressive digital marketing within budget and on time

Traditional financial services brands were struggling to compete with fintech specialists long before Covid-19. But the pandemic has dramatically increased the pressure on brands to adapt. Financial Services must focus on customers’ needs to help them recover from the impact of COVID-19. Gain insights on:

• How FS/banks must adapt their operating models to drive efficiency and resilience
• How to gain and communicate support to your digital marketing and local communities
• How to optimize campaigns to grow a loyal customer base

Adopt best practices post COVID019: Building an integrated, robust digital marketing experience

We’ve reached a point where disappointment is common in web projects. We set up unrealistic expectations and timeframes and concentrate purely on big launches and redesigns. However, truly effective ROI lies in incrementalism — small changes, made over time, with the help of effective content technology, toward a logical overall goal. Join Deane Barker, Senior Director of Content Management Strategy at Optimizely for this 30-minute indepth presentation. Get an in-depth look at better content:

• How did we get to this point in the industry?
• Key tools and actions to prevent weak and ineffective content
• Examining both human and managerial perspectives
• The technology perspective.

Transforming how you manage content and balance impact with everyday developments

Personalization will be the prime driver of marketing success within five years. This session outlines the key capabilities companies need to develop to stay ahead of the curve. Join us to cut through the noise and gain practical tips on:

• Building campaigns that both excite and comply across all touchpoints.
• Seasonality changes due to COVID-19 shifts in demand for digital marketing services.
• Taking a 360 look at the journey of decision-making and compliance for speed and efficiency.

Enrich engagement and enable AI and state of the art digital.

Digital marketers make important decisions and investments every day, but 79% don’t use all of their customer data, 66% say they don’t get insights fast enough, and new trends catch 73% by surprise. Join Sean Byrnes, Co-Founder and CEO of Outlier AI, to learn how automated business analysis allows financial services marketing teams to use all of their data to make nimble decisions that keep their customers happy and their businesses ahead of the competition. Succeed by:

• Scanning all of your data which will alert you to important changes in customer behavior, product sales and app usage.
• Constantly monitoring campaign, channel and website performance to maximize spend for customer acquisition and retention.
• Giving your analysts a huge head start in identifying important new trends and issues.
• Discover how AI-driven analytics can catapult you ahead of the competition.

Advanced knowledge for greater loyalty and better product sales

Digital marketing banking has pushed the branch to a fundamental inflection point. Financial institutions must rethink, reimagine and retool branches if they are to succeed. This panel will share stories, conversations and connections with our audiences. Explore how leading financial institutions are revamping retail banking technology, retooling frontline associates and creating the branch and retail banking experience of the future. You’ll leave with answers to these key questions:

• What lessons can we learn from other industries? Taking inspiration for your physical and hybrid future
• What have you changed about the design of your branches?
• Have you rolled this change out to multiple branches or your whole network?
• What do you envision for the design of your future network?

Develop a blueprint to convert each and every touchpoint into a digital asset.

Review the key solutions and takeaways from today’s sessions. Source a summary of action points to implement in your work. Discuss tomorrow’s highlights!

• Get to know fellow delegates in “drop-in” virtual roundtables.
• Engage in one-to-one video conversation with peers or vendors.
• Connect with other attendees based on similar interests and business objectives using our “recommend matches” tool.