Agenda

November 13, 2018
  • 7:30 AM
    Registration and Breakfast
  • 8:20 AM
    Opening Comment from the Chair
    April Rudin
    Founder and President, The Rudin Group
  • 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
    Rob Krugman
    Chief Digital Officer, Broadridge
    Kerry-Ann Betton Stimpson
    Chief Group Marketing Officer, JMMB Group
    Randi Schochet
    CMO, Cross River
    April Rudin
    Founder and President, The Rudin Group
    Lamont Young
    Head of Digital and Multi-Channel Marketing and Chair of the Multicultural Business Resource Group, Citizen's Bank

    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
    5 Whys of Bank Switchers
    Jason Schneider
    Chief Revenue Officer, Resonate

    Resonate’s latest insights show there are 5.6 million people in the U.S. who plan to switch banks in the next year. Who are these bank switchers and why are they leaving? What’s causing them to jump ship and what are they looking for in their next bank? No one wants to lose customers, but banks are at an increased risk as competitors and disruptors create new and innovative ways for consumers to manage their money. Join Jason Schneider, CRO of Resonate, to learn more about these bank switchers and how you can use an insight-driven approach to keep your customer and attract new ones.

  • 10:15 AM
    Morning Break
  • A
    • 10:45 AM
      Industry Expert: Shutterstock
      Scaling Branded Visual Content
      Paul Cowan
      VP, Enterprise and SMB Marketing, Shutterstock

      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?
      Anil Aggarwal
      CEO, Milestone

      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
      Andrew Chung
      VP of Product, 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:

      • The best date and time of day to post content
      • The attributes of advisors who get the most engagement
      • The most popular platforms visitors are sharing content from

      Take away tactical steps towards transforming your advisor blogging program to improve client behaviour.

    • 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: NATURAL INTELLIGENCE
      How big is your marketing blind spot? High-intent users you might be missing
      Brock Kaye
      VP Sales, Natural Intelligence

      Nearly 85% of customers start their purchasing journey on search engines, not on specific company websites. Many of them have high purchase intent but they do not demonstrate brand preference with the keywords they use. Explore how you can compete for these users.

      Create a strategy to:

      • Apply intent marketing to acquire untapped leads on a massive scale
      • Create a sophisticated paid search strategy for non-branded keywords
      • Give high-intent users the tools to do their personal due diligence and build consideration with your brand
    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
    Case Study: Hudson Heritage Federal Credit Union
    Building a Sustainable Marketing Strategy
    Rob Russini
    Senior Director of Marketing, Hudson Heritage Federal Credit Union

    Whether your role is managing a specific marketing channel such as digital or social, or overseeing the greater omni-channel experience, you must develop the right marketing strategy that addresses what, why, and how. We will take a deep dive into looking at 4 key questions that address marketing strategy as well as macro and micro forces that could affect the sustainability of your long-term plan.

  • A
    • 2:30 PM
      Industry Expert: Launchfire
      Using Empathy to Drive Digital Adoption
      Romeo Maione
      Program Designer, Launchfire

      Digital banking may be convenient; but change isn’t. To get customers to adopt your digital products you need more than great tech. You need empathy.

      In this session you’ll learn:

      • Best practices for promoting your digital products
      • How to get customers to care about your tech
      • Strategies for changing customer behaviour and creating digital banking habits
    B
    • 2:30 PM
      Industry Expert: BrandTotal
      Achieve Marketing Agility: Best Practices From Direct to Consumer (D2C) Digital Native Brands
      Alon Leibovich
      Co-Founder & CEO, BrandTotal

      Being an antiquated bank or insurer is no excuse for having outdated marketing practices. Master the agile marketing techniques of the Direct to Consumer “digital natives” such as Casper, Dollar Shave Club and Bonobos that leverage the unique capabilities of agile marketing tools to acquire customers and earn market share.

      Source practical tips to:

      • Identify key companies competing for share of voice in your target markets (even outside the financial industry) and how to overtake them
      • Adjust your marketing campaigns on the fly to significantly improve ROI on your ad spend
      • Leverage custom reporting to overcome siloed teams, endless approval requirements or creative stagnation that can prevent marketing agility

      Understand your competitive landscape and deploy agile marketing campaigns to reach your target audience and win business.

  • 3:00 PM
    Afternoon Break
  • 3:30 PM
    Industry Expert: Infogroup
    What Millennials can teach us about personalization and people based marketing
    Tony Marlow
    Chief Marketing Officer, Infogroup

    By now we have all heard the terms millennials, personalization, people based marketing – but what do they have in common? With millennials in place as decision makers at their home and office it’s vital to communicate how and when they want to be communicated with and on an individual basis. The days of marketing to a persona are over/fading away. With this session you will:

    • Understand how to find out what types of media work best depending on the type of message
    • Learn what type of device consumers want to receive your message on
    • See how MAID can be applied to your messaging/marketing

    Take away strategies to amplify your marketing and better understand consumer behavior.

  • 4:00 PM
    Panel
    Embrace the Latest Trends and Strategies to Enhance your Marketing Strategy
    Rich Ullman
    Head of Marketing, PX (moderator)
    Roman Vinfield
    CEO, AI Assist
    Bas Offers
    Co-founder & COO, PX
    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
  • 5:00 PM
    Conference Adjourns to Day Two
  • 5:05 PM
    Evening Reception
November 13, 2018
November 14, 2018
  • 8:30 AM
    Registration and Breakfast
  • 9:15 AM
    Opening Comment from the Chair
    Nikoletta Vecsei Harrold
    ‎Director of Communities Strategy & Social Media, Transamerica
  • 9:30 AM
    KEYNOTE: 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.

  • 10:00 AM
    INDUSTRY EXPERT: AI Assist
    How an Artificial Intelligence Assistant can maximize every Potential and Existing Opportunity
    Roman Vinfield
    CEO, AI Assist

    AI Assist Session Details Coming Soon

  • 10:30 PM
    Morning Break
  • 11:00 AM
    CASE STUDY: CFA INSTITUTE
    Authority, Impact, and the Future of Influencer Marketing
    Marissa Pick
    Global Director, B2B Social Media (former), 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.

  • 11:30 AM
    Industry Expert: Adslot
    Driving High-Impact Digital Media Campaigns: Purchase Premium, Personalize and Protect your Data
    Cary Dunst
  • 12:00 PM
    Networking Lunch
  • 1:15 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.

  • 1:45 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.

  • 2:15 PM
    Afternoon Break
  • 2:45 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
    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.

  • 3:15 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.

  • 3:45 PM
    Conference Adjourns
November 14, 2018

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