Marriott at the Brooklyn Bridge
New York, NY

Tuesday, November 13th &
Wednesday, November 14th, 2018

Agenda

November 13, 2018
  • 7:30 AM
    Registration and Breakfast
  • 8:20 AM
    Opening Comment from the Chair
  • 8:30 AM
    Keynote: Content Marketing
    Manage your Content Marketing to Build Passionate Financial Clients
    Joe Pulizzi
    Founder, Content Marketing Institute and Author, Content Inc

    Content marketing is huge, with brands dedicating 25% of their budget to it. Manage your content to guarantee ROI on your spend. Source insights to:

    • Develop a content marketing strategy that works for your financial services group
    • Tell a consistent story that engages clients
    • Measure content marketing and communicate the results to stakeholders

    Engage your customers and grow your client base with properly managed content

  • 9:00 AM
    CMO Panel
    Develop Best Practices for your Digital Marketing Strategy
    Linda Duncombe
    Managing Director and Head of Growth, Chief Marketing Officer, Citi FinTech
    Michael Wickware
    CMO, Planswell
    Rob Krugman
    Chief Digital Officer, Broadridge

    Financial institutions are getting familiar with digital marketing, but practices keep evolving. Fortify your digital marketing strategy with state of the arts practices. Create a roadmap to:

    • Leverage data and establish your strategic objectives
    • Adapt your story telling to the digital age
    • Facilitate changes within your organization

    Source best practices to refine your strategy.

  • 9:45 AM
    Industry Expert: Resonate
    Resonate Session Details Coming Soon
    Jason Schneider
    Chief Revenue Officer, Resonate
  • 10:15 AM
    Morning Break
  • A
    • 10:45 AM
      Industry Expert: Shutterstock
      Scaling Branded Visual Content

      As Mary Meeker outlined in her 2017 internet trends report, adults are spending an average of 3+ hours per day looking at digital media on mobile devices. It’s no surprise that this behavior is driving mobile ad spend and an increasing demand for engaging content with shorter time frames to get it done. In this session, Paul Cowan, VP, Enterprise and SMB Marketing at Shutterstock, addresses the problem of how brands have more options today to create content, yet are not set up to create content at scale. Actionable takeaways include how to scale content across multiple channels, learning which channels to prioritize for maximum engagement and types of content that resonate with customers

    • 11:15 AM
      Case Study: HomEquity Bank
      Make Your Brand Come to Life Through a Robust Digital Strategy
      Vivianne Gauci
      VP Marketing, HomeEquity Bank

      Develop a Digital Marketing Strategy to Meet the Unique Needs of B2B Clients
      Your brand is only as strong as your digital strategy. Build the right strategy to elevate your institution and bring your brand to life. Source a strategy to:

      • Develop a robust digital strategy
      • Roll out your strategy
      • Measure results

      Improve your financial brand with an improved digital strategy

    • 11:45 AM
      Industry Expert: Milestone
      Is Your Business Ready for Voice Search?

      Voice search and voice assistants are the future of SEO. Staying relevant and winning the search race is becoming harder. Learn what you need to do to stay ahead of the pack.
      Get key takeaways:

      • See how voice-search is changing the consumer landscape
      • Understand how voice-search works and the technology involved
      • Create a roadmap to take to make your website compatible

      Take away critical information to help build your modern SEO vision

    B
    • 10:45 AM
      Industry Expert: Veriday
      How Content Marketing is Impacting Client Behaviour
      Marc Lamoureux
      CEO, Veriday

      Organization that work collaboratively with an advisor network have ability to easily create content is transforming how clients engage online. Improve website engagement by creating an advisor blogging program that results in increased conversions. Gain insights into:

      • Review current costs per lead & benchmark objectives
      • Improve and grow distribution of enterprise marketing campaigns
      • Achieve greater impact from your marketing dollars

      Take away a step by step plan for how you can start to rebalance your budgets and transform your advisor marketing programs.

    • 11:15 AM
      Case Study: JMMB Group
      Use Social Media to Build Brand Recognition in a Cost-effective Way
      Kerry-Ann Betton Stimpson
      Chief Group Marketing Officer, JMMB Group

      In some markets you can’t have a branch on every corner. Build brand recognition with social media. Explore how your institution can leverage social to build your brand without major investments. Sources insights on:

      • Selecting social channels
      • Engaging customers in conversation
      • Building a brand in the digital space

      Build your brand via social media without a big budget

    • 11:45 AM
      Case Study: Ovative/group
      Increase Your ROAS with a Customer-Centric Digital Media Strategy
      Jo Hamburge
      Vice President, Strategy Consulting and Engagement Management, Ovative/group

      Financial marketers have stated that cross-selling and increasing financial products-per-household to existing customers are their key priorities for 2018. However, marketing budget allocations continue to favor new customer acquisition. To bridge this gap, marketers must understand how customer segments contribute to return on ad spend.
      Create a customer-centric digital media strategy by:

      • Connecting customer segment metrics to enterprise financial goals
      • Developing financial models tied to specific customer segments
      • Creating a digital media investment plan with a forecasted return by customer segment
      • Aligning leadership across siloed teams to maximize impact

      Walk away with a practical understanding of how to build a digital media strategy that unlocks the potential of your customers that increases your digital return on ad spend.

  • 12:15 PM
    Networking Lunch
  • A
    • 1:30 PM
      Industry Expert: ContentSquare
      ContentSquare Session Details Coming Soon
    • 2:00 PM
      Panel:
      Develop an Omni-Channel Experience to Improve Customer Experience
      Lisa Thornton
      Director Global Marketing, Citi
      Randi Schochet
      CMO, Cross River Bank
      Lamont Young
      Head of Digital and Multi-Channel Marketing and Chair of the Multicultural Business Resource Group, Citizen's Bank

      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.

    • 2:45 PM
      Industry Expert: Launchfire
      Launchfire Session Details Coming Soon
      Romeo Maione
      Program Designer, Launchfire

      Customers demand support and expect you to know them better. Find out how to interact on their level, refine your personalization strategy and improve profit.

      Source practical tips to:

      • Inform your customers by understanding their needs
      • Translate customer requirements into meaningful engagement
      • Adapt your marketing strategy for greater personalization

      Deliver business growth with a personal touch with customers.

    B
    • 1:30 PM
      Industry Expert: RedPoint
      Personalize engagement to fuel growth in the age of the empowered consumer
      Dennison DeGregor
      former EVP & Chief Customer Officer, Bank of America, Merrill Lynch, and Allstate
      WW General Manager of CX, RedPoint Global

      Today’s consumers expect hyper-personalized experiences that are highly relevant and consistent across all channels. Retail bank marketers need to take control of their customer data to deliver more personalized and innovative customer journeys that truly differentiate their brand. Leveraging advanced capabilities can provide:

      • Single Customer View: Create a unified and accurate view of the consumer using all data
      • Real-time Personalization: Deliver relevant next best actions in the cadence of the customer
      • Omnichannel: Orchestrate interactions across digital and traditional channels

      Learn how creating personalized engagements can increase revenue while improving operating efficiency ratios.

    • 2:00 PM
      Panel: The Future of Marketing
      Stay on Top of the Latest Innovations to Maintain and Grow Clients
      Rob Russini
      Senior Director of Marketing, Hudson Heritage Federal Credit Union
      Gwynne Fane
      Vice President Marketing Communications, Wealthbar

      AI, voice search, roboadvisors, and other technological innovations are transforming the way people interact with financial institutions. Financial brands that embrace these changes will thrive. Develop a strategy to ensure your institution is a technological leader. Source insights on:

      • Identifying the latest trends in marketing and financial services
      • Knowing when to be an early adopter of technology
      • Gaining internal support for innovative projects

      Ensure your institution is a technological leader in marketing.

    • 2:45 PM
      Industry Expert: BrandTotal
      BrandTotal Session Details Coming Soon
  • 3:15 PM
    Afternoon Break
  • 3:45 PM
    Case Study: Transamerica
    Develop a Digital Marketing Strategy to Meet the Unique Needs of B2B Clients
    Nikoletta Vecsei Harrold
    ‎Director of Communities Strategy & Social Media, Transamerica

    B2B clients have different expectations and behaviours 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 client.

  • 4:15 PM
    Spotlight:
    Successfully Transform CX in a Crowded Marketplace

    Source eight tips to differentiate your financial institution through CX and hear why it’s critical to clarify leadership roles around CX, establish your vision and harness the 6 competencies required for CX Transformation to be competitive in today’s marketplace. Come to this lively session chock full of examples, research and insights. You’ll walk away with a roadmap to:

    • Take CX to the next level at your organization
    • Understand why so many financial institutions fail to gain traction, deliver on projects and/or truly differentiate
    • Know what you need to do to step up, lead and compete in the one area that 75% of companies last year claimed was their number one priority – improving CX

    Develop a strategy to differentiate your brand through customer experience.

  • 4:30 PM
    Panel
    Embrace the Latest Trends and Strategies to Enhance your Marketing Strategy
    Courtney Colwell
    Director of Content Marketing, American Express
    Kimberly Bindra
    Marketing Director, Duff & Phelps
    Donna Schneiderman
    Director, Corporate Marketing, BNY Mellon

    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
  • 5:15 PM
    Conference Adjourns to Day Two
  • 5:20 PM
    Evening Reception
November 13, 2018
November 14, 2018
  • 7:30 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comment from Chair
  • 8:30 AM
    Key: First Republic Bank
    Social Listening Strategy – How Listening to Social Media Conversations Can Inform your Business Strategy and More
    Kathleen Fetters
    Head of Digital Intelligence and Analytics, First Republic Bank

    It has been said many times, but the key to being a great conversationalist is to be a good listener. The same holds true when it comes to social media and the various ways in which we communicate with consumers each day.  Build an information network at your organization where social listening influences:

    • Content strategy
    • Product development and sales
    • Overall business decisions and so much more

    Inform your overall business strategy with your social listening strategy.

  • 9:00 AM
    Industry Expert
    Blockchain

    Blockchain has disrupted financial services and it has the potential to disrupt marketing as well. Be an early adopter to give your organization an advantage. Source insights on using blockchain to:

    • Verify ad delivery
    • Handle consumer data transparently
    • Develop immutable contracts with clients

    Stay ahead of the curve by applying blockchain to your marketing efforts.

  • 9:30 AM
    CASE STUDY: CFA INSTITUTE
    Authority, Impact, and the Future of Influencer Marketing
    Marissa Pick
    Global Director, B2B Social Media, CFA Institute

    So you know who the key influencers are in your industry. You might have even marketed to them in the past hoping to life awareness of your brand. But are you ready to take the next step, form partnerships, and market with influencers? Explore how to:

    • Use prosourcing to create influence
    • Collaborate with influencers
    • Capitalize on the major opportunity of influencer marketing

    Take influence marketing to the next level to build your brand’s reputation.

  • 10:00 AM
    Industry Expert
    Automate Marketing to Enhance Effectiveness

    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.

  • 10:45 AM
    Morning Break
  • A
    B
  • 12:15 PM
    Networking Lunch
  • A
    • 1:30 PM
      Industry Expert:
      Session Details Coming Soon
    • 2:00 PM
      Case Study: Lawyers Financial
      Content & Digital Marketing : From Zero to a Player in 18 months
      Dawn Marchand
      VP, Marketing and Direct Distribution, Lawyers Financial

      Hear the story of how a 30 year old professional association that had zero activity in either content or digital marketing, embarked on an 18-month journey to rebrand, reinvent and revitalize itself. Source insights on:

      • Developing personas to creating relevant and engaging content
      • Promoting and analyzing results
      • How to go from a non-mobile-optimized website to a comprehensive digital strategy including a new website, social media presence and innovative digital advertising tests

      Learn what worked and what didn't, highs and lows, and top ten takeaways.

    • 2:30 PM
      Industry Expert:
      Maximize the Effectiveness of your Content to Build Deeper Trust with Your Audience

      In the financial services industry, establishing credibility with your audience is a critical ingredient for building mutually beneficial relationships. Ensure the content you’re putting out is high quality, accurate, and compliant. Hear 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

      Gain the trust of your customers with better quality content.

    B
    • 1:30 PM
      Industry Expert: Teach Banzai
      Driving ROI With Content Marketing
      Landon Glenn
      President, Business Development, Banzai Inc.

      Traditional marketing no longer works the way it once did. Discover why the majority of companies who are exceeding their marketing goals focus heavily on content creation. Create a culture of education that:

      • Establishes you as a leader in your community
      • Promotes your products and services
      • Generates leads and drives growth

      Gain insight from the industry leader in financial education on how to better reach your community.

    • 2:00 PM
      Case Study: IGM Financial
      Using B2B Digital Marketing to Enhance client Experience
      Fate Saghir
      VP Market Strategy and Innovation, IGM Financial Inc.

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

      • Develop branding for a B2B market
      • Support relationship development with clients
      • Develop a digital marketing strategy specific to B2B needs

      Win over B2B customers with relevant digital marketing.

    • 2:30 PM
      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.

  • 3:00 PM
    Afternoon Break
  • 3:30 PM
    Case Study: People United Bank, N.A.
    Using Robo Advisors to Better Serve Clients

    Robo advisors constitute an opportunity to make investing more accessible to more people. These services breakdown many of the common barriers to getting people invested. They represent a growth opportunity for your financial business models. Discuss the benefits of robo investing technology:

    • Helping firms grow by simplifying investing
    • Creating a more efficient and scalable portfolio management model
    • Combing technology and relationships to meet a client’s needs

    Embrace robo advising technology to bring clients to your institution.

  • 4:00 PM
    Case Study: PayPal
    Explore Opportunities and Solutions to Win Customers in the Digital Era
    Maria Belmessova
    Marketing Manager, User Acquisition and Early Engagement, PayPal

    What’s working in digital marketing today? Hear how you can best convert your customers and measure your success. Source insights on:

    • Metrics, analytics and performance of digital channels
    • Digital media buying best practices
    • Brand safety and integrated marketing strategy

    Discover best practices from PayPal to build your marketing strategy.

  • 4:30 PM
    Conference Adjourns
November 14, 2018

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