Agenda

November 14, 2017
  • 7:30 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments from the Chair
    Randi Schochet
    Chief Marketing Officer, Cross River 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
    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
    Max Schleicher
    Head of Content, ReviewTrackers

    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: Albert
    Employ Cross-Channel Artificial Intelligence Solutions to Improve Financial Marketing Efficiency, Reduce Costs and Increase Returns
    Eric Berkowitz
    VP, Client Success, Albert

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

    • Engage known and new customers across channels and devices from one single point of execution
    • Perform automated A/B testing on a massive scale for constant optimization
    • Use customer data and ongoing campaign insights to provide a customized 1:1 experience
  • 10:15 AM
    Morning Break
  • Hot Topics
    • 10:45 AM
      Industry Expert: Exagens
      Banks Recognize the Need to Deepen Their Customer Relationships and Focus on Specific Customer Outcomes
      Eric MacNicoll
      Executive Banker in Residence, Exagens
      Elisabeth Laett
      Vice President, Exagens

      Learn how the largest Cooperative financial group in Canada (asset size $25O B and over 7 million clients) deployed a conversational agent in their digital channels with impacting results. We will discuss how to:

      • Create real time engagement with customers through a personalized dialog.
      • Implement contextual financial insights & advice mixed with relevant product recommendations
      • Increase commitment through contextual conversations
      • Leverage dynamic segments based on rules, machine learning and AI as well as incorporating key elements from your CRM and your core banking systems
    • 11:15 AM
      Industry Expert: Pathmatics
      Innovation and Experimentation in Financial Services Marketing
      Gabe Gottlieb
      CEO, Pathmatics
      Andrew Davidson
      SVP/Chief Insights Officer, Mintel Comperemedia

      Join us for a look at how top Financial Services brands are innovating their digital marketing.

      • Experimenting with digital media & channels
      • Removing friction for prospects and customers
      • Reducing costs to increase shareholder value
      • Going omnichannel with integrated campaigns

      Catch the latest trends, exclusive industry data, and leading campaign case studies.

    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
      INDUSTRY EXPERT: EVERGAGE
      Personalization in the Age of Machine Learning
      Jonathan Ranger
      Chief Customer Officer, Evergage

      Learn how to adapt and thrive with machine learning techniques that work within your regulatory constraints. In this session, we’ll show you how to:

      • Better understand and engage your customers at the one-to-one level
      • Use customer data and machine learning while remaining compliant
      • Deliver world-class, relevant customer experiences across channels
  • 11:45 AM
    Change Rooms & 5 Minute Intermission
  • 11:50 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
    Global Chief Marketing Officer, PGIM Investments, LLC.

    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.

  • 12:20 PM
    Networking Lunch
  • Omni-channel Strategy
    • 1:15 PM
      Industry Expert: Infor
      The Roadmap to Omni-channel Customer Engagement
      Cesar Pereira
      CX for Financial Services, Infor
      Benny Rachamim
      VP, Customer Experience, Infor

      As a modern marketer, you’re tasked with delivering a seamless and personalized customer experience across every channel. The roadmap to success for the modern marketer involves navigating the siloes within your organization, planning a channel approach that enables you to flexibly pivot when needs change, and assembling the right marketing solutions to build and sustain true customer intimacy. Develop a plan to:

      • Leverage technology to break down organizational siloes
      • Plan, budget for, execute, and measure the success of a customer-centric omni-channel marketing plan
      • Gain clear insight to dynamically changing offers in real time, based on your customers’ desired path

      Streamline the process to delivering on a meaningful customer journey.

    Innovation
    • 1:15 PM
      Industry Expert: Analytic Partners
      Adaptive Measurement: How to Adapt, Evolve and Thrive
      Katie deGorter
      Director, Analytic Partners

      Financial services marketers aspire to full 360-views of their customers and their journeys, across all devices, offline and on. But what do you do when you have imperfect data and deal with evolving technology? The truth is every company is different and most marketers face enormous challenges to get to complete data and a single version of the truth. Hear about an adaptive approach to marketing measurement that provides that clarity now rather than tomorrow. Through case studies, see how this approach has allowed very different companies with very different challenges adapt, evolve and thrive.

  • 1:45 PM
    Change Rooms & 5 Minute Intermission
  • 1:50 PM
    Power Panel: Omni-channel
    Developing an Omni-channel Strategy for your Financial Brand
    Alyssa Gaines
    Vice President, Strategic Accounts, Persado
    Eric Barba
    VP/Director – Digital Marketing & Analytics, OneMain Financial
    Berta Aldrich
    Former Chief Marketing Officer, FS Investments
    Chris Johnson
    Vice President/ General Manager, Inlet

    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.

  • 2:35 PM
    Industry Expert: Wpromote
    Killer Strategies for Mastering Digital Ad Buys
    Michael Mothner
    Founder & Chief Executive Officer, Wpromote
    Dena Hall
    Regional President and Chief Marketing Officer, United Bank

    Managing media in silos, with separate search, display, programmatic, and social budgets, can lead to duplication, double-counting, and waste. Break the media channel silos by implementing a holistic approach that properly measures attribution across and within channels, connecting online and offline actions to drive business results.
    Revolutionize your digital advertising budget planning by:

    • Balancing spending smartly between paid advertising options
    • Learning to master all ad types, ranging from programmatic to direct
    • Properly leveraging ad inventory to direct more effective ad spend

    With expert insight, discover how to get the most out of your digital ad buys.

  • 3:05 PM
    Afternoon Break
  • 3:30 PM
    Keynote: Flybits
    Leveraging AI to Build Next Generation Customer Experience
    Dr. Hossein Rahnama
    Founder and CEO, Flybits

    You don’t need to be a data scientist to unleash the potential of AI-driven customer engagement. In this presentation, learn how artificial intelligence and digital contextualization can transform the way marketers interact with consumers. Gain insight into:

    • The power of data intelligence
    • How financial institutions can leverage AI with minimal complexity
    • New ways to generate insight from data and drive customer engagement
  • 4:00 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.

  • 4:30 PM
    Conference Adjourns
  • 4:35 PM
    Evening Reception
November 14, 2017
November 15, 2017
  • 7:30 AM
    Registration and Breakfast
  • 8:00 AM
    Opening Comments from the Chair
    Deborah Mersino
    Chief Marketing Officer, Oregon Community Credit Union
  • 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: ON24
    Rethinking Engagement for the Modern Buyer
    Jim Byrne
    Vice President, Global Solutions Engineering, ON24

    Financial Services Marketers are shifting strategies to establish their digital footprint and differentiate their brand. Yet despite the promise of marketing automation, everyone is still struggling to find the people who convert to loyal clients. It’s time to look for success with an engagement-first mindset – creating digital experiences that go beyond the superficial click and form a genuine human connection. Jim Byrne will share how ON24 customers from financial services companies use webinar engagement to capture the behavioral data marketers need to drive revenue.

  • 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
    Kevin McKenna
    SVP, Digital Solutions, RPM Direct
    Gregg Johnson
    CEO, Invoca
    Justin Hoffman
    SVP, Business Development & Chief Marketing Officer, PSA Insurance & Financial Services

    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
    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
      Bob Verrico
      Co-Founder and Executive Chairman, InvestingChannel

      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
      Chris Lamoureux
      Chief Operating Officer, Veriday
  • 12:00 PM
    Networking Lunch
  • Content Marketing
    • 12:45 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
    • 1:15 PM
      Case Study: Burford Capital
      Developing a Content Marketing Plan for a B2B Audience to Build Brand Recognition
      Liz Bigham
      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.

    • 1:45 PM
      Industry Expert: Bluespire
      Help the Buyer Buy
      Manny Da Silva
      Vice President, Bluespire Marketing

      Customer experience journeys often reflect internal organizational perspectives and processes and don’t always match customer needs. This puts the focus on helping the seller sell instead of helping the buyer buy. Hear about practical lessons learned from optimizing parts of journeys that:

      • Improved the customer experience
      • Increased effectiveness and usefulness of content
      • Helped achieve marketing objectives

      Take away lessons learned to help you optimize your customer experience.

    Innovation
    • 12:45 PM
      Industry Expert: Microsoft
      RAIsing your AIQ (Artificial Intelligence Quotient)
      Christi Olson
      Head of Evangelism, Bing

      AI is still in it’s infancy and while it is learning from us we have the responsibility to shape it so it can amplify human ingenuity. Today we can raise our marketing IQ through the integration of AI into tools and platforms that will enable us to reason over vast data sets that will move us from question and answer engagements to prediction and action types of engagements. AI will enable us to engage with our customers throughout their financial decision journeys as customers grow, develop and shift their own financial priorities. Are you ready to embrace AI infused technology so you can raise your AI IQ?

    • 1:15 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.

    • 1:45 PM
      Industry Expert: Merkle
      Bootstrapping Digital Transformation to Scale Up Lead Volume
      Jay Wells
      Director, Digital Strategy, Merkle
      Christina Goldie Williamson
      Vice President of Marketing Strategy, Edelman Financial Services

      A real-life story about a fi-serv company beginning its digital transformation with some practical steps. Hear about initial learnings on pivoting from direct marketing spend to digital. You'll learn:

      • More levers in digital that can be used to improve performance
      • How the view of the prospect model changed along the way
      • How we’re solving measurement and attribution: from a matchbook report to more integrated measurement
      • What we're learning about the operational needs to stand everything up
  • 2:15 PM
    Change Rooms & 5 Minute Intermission
  • 2:20 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
    Manny Da Silva
    Vice President, Bluespire Marketing

    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.

  • 3:05 PM
    Afternoon Break
  • 3:30 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.

  • 4:00 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.

  • 4:30 PM
    Conference Adjourns
November 15, 2017

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