Marriott at the Brooklyn Bridge
New York, NY

Tuesday, November 12th &
Wednesday, November 13th, 2019

Agenda

November 12, 2019
  • 7:30 AM
    Registration and Breakfast
  • 8:20 AM
    Opening Comments from the Chair
  • 8:30 AM
    KEYNOTE:
    Centralize Your Digital Operations to Embrace Better Relationships with Your Financial Customers

    Financial Services customers are demanding more support and expect you to know them better. Collaboration, innovation and transformative leadership all has deep roots in digital disruption and data analytics. Find out how to harness delivering exceptional customer experiences and practical tips to:

    • Balance mobile and online channels: how to provide a holistic data dashboard across all touchpoints
    • Translate customer requirements into new products and navigate governance barriers
    • Adapt your marketing strategy for greater personalization

    Deliver business growth with a personal touch with customers.

  • 9:00 AM
    POWER PANEL: Omnichannel Gamechangers
    Breaking Down Silos to Improve Marketing Impact Across Channels
    Greg Baxter
    Chief Digital Officer, Metlife
    Marianne Halvorsen
    Senior Vice President, Aon
    Kirti Naik
    Global Head of Brand & Marketing Intelligence, Russell Investments
    Jim Casey
    Vice President, Global Head of Digital Marketing and Strategy, PGIM Investments (formerly Prudential Investments)
    Tyrone Mahoney
    Chief Marketing Operations Officer, Royal Bank of Canada

    Digital experiences have changed how financial sales and marketing teams work. You need to build stronger relationships and to break down barriers between your channels to develop a true omni-channel experience for customers. Create a blueprint to:

    • Engage customers with value-added digital content tailored for each medium
    • Connect online and offline marketing data
    • Track the customer journey across all channels and B2B plus B2C sectors

    Create a consistent experience at each touchpoint to drive your conversions.

  • 9:45 AM
    INDUSTRY EXPERT:
    Tools and Techniques to Rock Marketing Operations Without Getting Fired or Sued
    Todd Eckler
    General Manager, US, Intelligencebank

    Without the proper systems in place, marketing departments in financial companies struggle to produce legal and brand compliant content, quickly.  As a marketer in the financial services industry, you know that slip-ups can significantly damage brand reputation and result in hefty fines.  To truly rock, it's time to break down the silos, revisit your technology stack and bring on marketing operations excellence. Learn how to:

    • Reduce the number of tools that it takes to do standard marketing tasks
    • Implement workflows to ensure nothing sneaks out while working at the speed of NOW
    • Track your marketing activities for when the auditors knock on your door

    Discover the digital techniques that connect all the dots

  • 10:15 AM
    Morning Break
  • Track A: Digital Transformation
    • 10:45 AM
      INDUSTRY EXPERT :
      Bridging the Generational Gap Between Online and Offline Customer Needs and Experiences

      There has been growing interest in the ability of traditional businesses to adapt their services to the expectations of customers born after 1980. Can the banks stay in their domain in the future, or will they be replaced?

      • What should traditional businesses consider in order to offer a service that will meet younger generation requirements?
      • How does digital consumption polarize generational needs
      • How should you balance digital with face-to-face marketing initiatives?

      Building digital services around a younger consumer

    • 11:15 AM
      CASE STUDY: Organigami
      The Art of Organizational Agility: Following the Right Path to Digital Transformation
      Menekse Gencer
      Senior Vice President, Digital Transformation for Commercial Banking Group, Wells Fargo

      Various forces are driving FS and banks to transform: Customer expectations, proliferation of competitors (digital disrupters), regulatory demands, and compression of margins. This session will explore:

      • Aspects of organizational - a natural evolution of organizational set up
      • Preventing large banks from losing end to end CX
      • Finding a new way to leverage scale into agility

      Apply successful digital marketing to organisational efficiency become a digital leader.

    • 11:45 AM
      INDUSTRY EXPERT:
      Re-examining the ‘Click’ Mentality to Re-frame Digital Success

      A click is not the same thing as a conversion, so why do we use clicks to measure the performance of our campaigns? Change your thinking to:

      • Target consumers who actually have the disposable income required to buy your product
      • Use VR, AR, AI chatbots, interactive video and 360 to get better information
      • See how customers are interacting with financial brands and services

      Apply lessons of high-level, measurements in a financial services setting

    Track B: Content Marketing
    • 10:45 AM
      INDUSTRY EXPERT :
      How Advisors and RM’s Can Use Linkedin As A Lead Generation & Client Acquisition Tool
      Graham Aikin
      Owner & Director, HNW Social Media Solutions Ltd
      Digital innovation and using content for leads and sales referrals can be elusive. This session will help attendees understand how their client-facing staff can utilise LinkedIn for business growth and will also include a case study and several success stories. Whilst LinkedIn can be a complex tool, this presentation will focus on:
      •      The Importance of an Interesting and Engaging LinkedIn Profile
      •      An Advisor's LinkedIn Network - Quality v. Quantity?
      •      How to Use LinkedIn's Search Tools to Source Leads & Referrals
      •      Sharing Content to Raise the Profile of your Brand
      Leveraging LinkedIn for business growth and brand awareness.
    • 11:15 AM
      CASE STUDY: The Dream-Team Content Power House
      Fighting Against Disposable Content!
      Courtney McGory
      Head of Content Strategy & Development, Oppenheimer Funds

      When was the last time you read, heard or saw something that stayed with you long afterwards? Gaining lasting value from content is increasingly rare.  How to you prevent ‘disposable, weak’ content especially in financial services – find out more:

      • Explore content types; video, news, blogs and innovative ways of interaction
      • Adopting a mobile-first approach
      • How to Millennials and Gen Z’s respond to content?

      Build content strategies to engage with niche communities

    • 11:45 AM
      INDUSTRY EXPERT: Podcasts & Video Content Marketing
      Long-Term Engagement and Drive Growth through Podcasts and Videos

      Any rich format content medium can stick with the audience and drive results. Content marketing strategies that use engaging audio content can reach users on their commute, in the gym, and many other places video isn’t suited. Source practical tips to:

      • Determine KPIs for integrated campaigns including audio content
      • Making the most of highly-engaged subscribers
      • Optimize your audio content for top- and mid-funnel results

      Reach your customers with video storytelling to attract new business

       

  • 12:15 PM
    Networking Lunch
  • Track A: Digital Data Analytics
    • 1:30 PM
      INDUSTRY EXPERT: Humanizing Segmentation for Genuine Results
      Going Beyond Data for Increased Profitability

      As financial marketers, we have access to an almost endless supply of data. We’re being constantly bombarded with new ways to use data, the best way to make decisions with data, that continue to add more resources to make data better (and more confusing). So, what you are missing?!

      • Big data and analytics: Identify new and valuable sub-segments to predict user behaviour and make insights human
      • Know how data-driven marketing works better: marrying segmentation data with humans to create a personalized message
      • Leading to increased engagement, loyalty, and brand advocacy which translates to a successful bottom line

      A brace new world of humans and data to increase your profitability.

    • 2:00 PM
      PANEL: Turning Data Analytics into ROI
      How to Monetize Customer Data and Enable Better Digital Marketing
      Kate Magaram
      Vice President, Digital Investment Product Manager, Citizens Bank Wealth Management
      Andrea Marshall
      Head of Digital Wealth Management Marketing, JPMorgan Chase & Co
      Carl Loof
      Corporate Vice President, Customer Experience (CX), New York Life Insurance Company

      Walk through the process to bridge the gap between data and actionable insights. Implement predictive analytics to improve optimization, targeting, and your customer experience across channels. Take away specific solutions to:

      • Refine customer segments using 1st and 3rd party data
      • Construct a next-action analytics engine
      • Reconcile data and competency gaps

      Deploy analytics to deliver profits and client value for your business

    • 2:45 PM
      INDUSTRY EXPERT:
      Using Big Data to Drive to Unlock Lucrative Patterns and Loyalty Opportunities

      Big data has been big news with companies busy using data technologies to solve business problems to gain a 360-degree view of the customer. This session turns a swell of data into precise insights to drive engagement, revenue and loyalty. Create a roadmap to:

      • Craft actionable insights from your sea of data
      • Increase your adaptability and responsiveness towards a 360 view
      • Open up to new insights to drive retention and loyalty

      Create synergy between your firm’s data intelligence and CX efficiency.

    Track B: Innovative Digital Marketing
    • 1:30 PM
      INDUSTRY EXPERT:
      How to Build Customer Communities for Increased Engagement

      Customer expectations have transformed how brands engage with their customers, ensure you are prepared to fully engage customers with your marketing. Building your own online community can help deliver a true sounding post: Grasp insights to:

      • Set up a community for new and exclusive customers
      • Build Customer Communities around your brand
      • Prospect digitally with personalized text/email campaigns

      Allow your customers to interact with each other to keep them engaged with the community

    • 2:00 PM
      PANEL:
      Using Social Media to Build Brand Recognition in a Cost-effective Way
      Daniel Allocca
      Senior Managing Director, Global Head of Brand & Demand Generation, Nuveen

      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

    • 2:45 PM
      INDUSTRY EXPERT:
      Leveraging Voice Search to Improve Marketing Campaigns

      As smart phones and smart speakers change the way consumers search, marketers need to adapt. Build a marketing strategy that takes advantage of voice. Source insights to:

      • Create content that's optimized for voice search
      • Build content designed to optimize natural language queries
      • Localize content to take advantage of location-based voice searches

      Take advantage of voice search to drive consumers to your brand.

  • 3:15 PM
    Afternoon Networking Break
  • 3:45 PM
    SPOTLIGHT:
    SPOTLIGHT:
  • 4:00 PM
    PANEL: Keeping Pace with Challengers
    Creating a Digital Experiences to Drive Future Growth
    Matthew Beckman
    Digital Marketing, Director of Marketing, U.S. Bank
    Jyoti Menon
    Head of Digital Wallets and eCommerce, Digital Client Experience, Citi
    Jodie Gunzberg
    Managing Director, Chief Investment Strategist, Morgan Stanley

    Extending opportunities in the digital value chain will drive growth for fs leaders. A digital-first design with a focus on customer journeys has the potential to improve customers’ digital experience and build loytal. Source insights to:

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

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

  • 4:45 PM
    Conference Adjourns to Day 2
  • 4:50 PM
    Evening Reception
November 12, 2019
November 13, 2019
  • 7:30 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments from the Chair
  • 8:30 AM
    KEYNOTE: 24/7 Personalized Financial Services:
    What Do Consumers Want in The New Era of Digital Engagement?
    Lisa Kalhans
    Vice President and General Manager, International Marketing, American Express

    What new services do consumers now demand on the always-on environment: seamless authentication, social connectivity and the personalization of everything? Discover the digital techniques that connect all the dots and morph your organization to iron out peaks and troughs. Develop tools to:

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

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

  • 9:00 AM
    INDUSTRY EXPERT:
    Take Advantage AI: Aligning to Agile Marketing and Design Thinking

    AI, Chatbots, automation, big data, and other technological 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:

    • Knowing when to be an early adopter of technology
    • Gaining internal support: Agile and DT and the wide-ranging internal behavior changes
    • Emerging technologies in marketing: CMS, marketing platforms, chat and pilots using Voice data.

    Ensure your institution is leading in leveraging technology innovations for marketing

     

  • 9:30 AM
    CMO POWER PANEL: Mobile Moments:
    How To Enhance Your Mobile Customer Experiences to Increase Conversions
    Crystal Eastman
    Managing Director of Advertising, CRM & Digital Experience, BlackRock
    Winnie Sun
    Co-Founder and Managing Director, Sun Group Wealth Partners
    Edouard Legrand
    Global Head of Digital , BNP PARIBAS ASSET MANAGEMENT

    Customers and visitors have different needs from your mobile proposition. Finding out what your customers want from your mobile site is usually learnt the hard way. Source insights on how to:

    • The changing face of mobile and what next for marketers
    • Building an integrated mobile, website and online seamless experience
    • Customise your sales area with clever cross-selling

    Building an integrated, robust mobile experience

  • 10:00 AM
    INDUSTRY EXPERT:
    Use Automation to Gain a Competitive Advantage in a Digital Financial Services 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.

  • Track A: Driving Digital Change
    • 11:00 AM
      PANEL: Setting up a Cross-Business Digital Marketing Department
      Lessons from Building a Team from Scratch
      Jeff Muendel
      Web Marketing Director, Northwestern Mutual
      Christian Gregory
      Director, Digital Products, People’s United Bank NA

      Organisational transformation around best practice digital marketing is the start of something new and exciting. Adopt robust and positive team approaches to ensure a more connected digital organization.  Gain insights to:

      • Discover how do digital and social connect internally
      • Improve internal alignment to compete better together
      • Harness innovative team empowerment

      Make your digital initiatives a reality by building a customer first organizational culture.

    • 11:45 AM
      INDUSTRY EXPERT:
      How to Innovate and Digitally Transform an Established Financial Brand

      Digital transformation is firmly on marketers’ agendas.  How does this affect traditional financial brands? Discover how innovating a brand is essential for market share: Get a blueprint for:

      • How to overcome challenges from disruptive Fintech competitors
      • Innovating your brand proposition
      • Connecting with your financial consumer’s lifestyle for future development

      Implement the winning strategies used by first-mover disruptors.

       

    Track B: Fresh Approaches and Innovation
    • 11:00 AM
      PANEL: Amplifying The Voice Of Your Customer
      Alternative Approaches to Digital Effectiveness
      Daniel Harari
      Managing Director, M&A and Corporate Advisory, Three Keys Capital Advisors
      Lisa Kalhans
      Vice President and General Manager, International Marketing, American Express

      If you’re looking to engage audiences, convert customers, and boost sales, it’s important to keep an eye out for the latest in digital marketing trends to keep competitive. And if you feel like you’re always slightly behind, don’t worry, you’re not alone. Discover how to:

      • Use new concepts, technology and tools for education to prioritize customers and test new products
      • Combine analytics with new models and software
      • Produce actionable results

      Collect, share and act upon your customer’s preferences

    • 11:45 AM
      INDUSTRY EXPERT:
      Using Big Data to Unlock Lucrative Patterns and Loyalty Opportunities

      Big data has been big news with companies busy using data technologies to solve business problems to gain a 360-degree view of the customer. This session turns a swell of data into precise insights to drive engagement, revenue and loyalty. Create a roadmap to:

      • Craft actionable insights from your sea of data
      • Increase your adaptability and responsiveness towards a 360 view
      • Open up to new insights to drive retention and loyalty

      Create synergy between your firm’s data intelligence and CX efficiency.

  • 12:15 PM
    Networking Lunch
  • 1:30 PM
    AFTERNOON KEYNOTE:
    Optimizing the Digital Customer Journey: Storytelling in Financial Services
    Winnie Sun
    Co-Founder and Managing Director, Sun Group Wealth Partners

    Digital is transforming financial services and it has the potential to revolutionize marketing as well. Explore what this digital journey looks like from your customers perspective. Changing the way brands understand the customer journey by:

    • Interpret your customers’ journey and directly influence financial spend, shopping and saving behaviour
    • Optimise your brand’s financial experience with key digital marketing techniques
    • Streamline your communication with customers through ratings and feedback

    Build trust – connect with your financial customers and inspire them!

  • 2:00 PM
    CASE STUDY:
    Take Advantage of Digital Partnerships to Transform Your Marketing Efforts
    Marc Peelen
    Director, Digital Partnerships, BNY Mellon

    Digital is transforming financial services and it has the potential to revolutionize marketing as well. Explore what digital channels and tools will mean for financial services, your partners and for your marketing efforts. Gain insights on how to:

    • Revolutionize traditional marketing with digital partnerships
    • Develop and market digital products
    • Stay ahead of the biggest transformation in the financial industry

    Develop a strategy to make digital partnerships strategy that works for your financial services marketing.

  • 2:30 PM
    Afternoon Break
  • 3:00 PM
    CASE STUDY:
    Overcoming the Biggest Barrier To Digital Transformation – the Legacy Mindset!

    The challenge with digital transformation for any organisation is often the expectation management of what is possible and how quickly we are able to deliver against it! You need to have a good mix of people who understand the heartbeat of an organisation but you also need the best in the industry.  Lead your own digital change:

    • Assessing your digital skillset and those of your competitors
    • Building your digital dexterity
    • One-size doesn’t fit all: Flexing your digital policies and processes to meet emerging needs

    Leading digital change: understanding the digital skills gap challenge

  • 3:30 PM
    CASE STUDY:
    Surveys: Leverage Online Reviews to Monitor and Benchmark Your Brand

    Impactful digital experiences can result in online reviews of your firm which can be used to monitor your brand and benchmark yourself against competitors. You can use this information to better design your user experience to meet your customers’ needs. Gain insights on how to:

    • Create a harmonious online presence based on your brand: making the UX seamless and non-intrusive
    • Build the right mix of technological support providing opportunities for relationship-driven customer management: Digital tools (i.e. chatting and direct video-to-video)
    • Leverage online reviews for SEO: Keywords focus, location, digital advertisement opportunities
    • Monitor your brand and benchmark yourself against other financial institutions

    How to take advantage of online reviews of your brand for SEO, brand monitoring and benchmarking.

  • 4:00 PM
    Conference Adjourns
November 13, 2019

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