Marriott at the Brooklyn Bridge
New York, NY

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


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
    Develop Content to Build Brand Recognition

    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.

  • 9:15 AM
    CMO Panel
    Develop Best Practices for your Digital Marketing Strategy
    Linda Duncombe
    Managing Director and Head of Growth, Chief Marketing Officer, Citi FinTech
    Betsey Chung
    SVP and Chief Marketing Officer, Canadian Banking, TD Bank Group
    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.

  • 10:00 AM
    Enhance Penetration and Market Share with Mobile Integration

    Mobile has continually transformed how consumers interact and transact. Go beyond mobile banking to increase awareness, engagement, and acquisition for your brand. Access consumers and improve revenue with advice from thought leaders to:

    • Generate value from mobile interactions and advertising
    • Deliver mobile-web optimization and native apps
    • Couple mobile wallet and loyalty offers

    Protect market share and expand mobile footprint cost-efficiently

  • 10:15 AM
    Morning Break
  • Analytics
    • 10:45 AM
      Industry Expert:
      Innovate with an AI-powered Enterprise

      Despite its potential, Artificial Intelligence can still be very elusive in the Insurance and Financial Services space. Apply cutting-edge algorithms to a unique combination of email, social media, alternative and first-party data to personalize and optimize engagements. Learn how to:

      • Increase market effectiveness and client prospecting
      • Enhance customer experience
      • Overcome the initial challenges and leverage AI to drive business objectives

      Implement AI solutions to personalize your communications and optimize your engagement.

    • 11:15 AM
      Case Study: PC Financial
      Leverage Data to Maximize Digital ROI and Long-Term Profitability
      Nick Necsulescu
      Director, Analytics, PC Financial

      Making sustainable digital investment decisions has its challenges. Learn how to bolster your ROI and Profitability by using data and analytics. Increase your probability of success by:

      • Incorporating actual and predictive Customer Lifetime Value
      • Scrutinizing the effectiveness of each channel along with every target segment
      • Using attribution to understand the true Cost per Acquisition

      Embed key analytics components to improve your digital investment decision

    • 11:45 AM
      Industry Expert:
      Marketing Attribution: Leveraging Trends & Technology to Maximize Conversions

      Not all attribution strategies are alike. And campaign optimizations based on the wrong attribution calculations can negatively impact a campaign. Source strategies to:

      • Find out why last-click attribution can lead to lost opportunity
      • Discover the difference between pre-lead and post-lead attribution tracking,
      • Learn about technology advancements, like machine learning and AI, that will impact the future of marketing

      Develop your marketing attribution strategy to increase conversions.

    • 10:45 AM
      Industry Expert: Veriday
      The Simple Business Case for Lowering your Lead Generation Costs
      Marc Lamoureux
      CEO, Veriday

      We are all marketers trying to get more leads with less resources. Expanding your distribution by leveraging your field teams will increase customer engagement. Learn how to

      • 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
      Industry Expert:
      Look Beyond the Transaction to Develop Meaningful Digital Relationships With Customers

      Even in the digital world, your financial services rely on strong relationships with their clients. Develop your relationships using the most recent tools available to you. Create a plan to:

      • Engage customers with value-adding digital content
      • Meet customer needs via apps
      • Build relationships in micro-moments

      Improve your customer relationships in a digital world.

  • 12:15 PM
    Networking Lunch
  • Strategy
    • 1:30 PM
      Industry Expert:
      Navigate the Journey to Become a Social Enterprise

      There is unimagined business disruption brought on by mobile, social and real-time technology. Suddenly it’s a world where your customers are always online, in any location, and on any device - learning and interacting with your brand. Hear real-world examples on:

      • How to digitally transform in a highly regulated, mature industry
      • Ways to involve and educate internal stakeholders on a brand new
      • Actionable strategies to unify your client’s journey from attainment to close and retention.

      Source best practices to manage risk and drive revenue via social while remaining compliant.

    • 2:00 PM
      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:
      Build Client Relationships to Grow your Business

      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.

    • 3:15 PM
      Case Study: HomEquity Bank
      Make Your Brand Come to Life Through a Robust Digital Strategy
      Vivianne Gauci
      VP Marketing, HomEquity 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

    • 1:30 PM
      Industry Expert:
      Personalize Your Digital Channels to Drive Engagement

      In the digital age, customers are no longer forming strong relationships with the financial brand they covet. Your customers are turning online for a better experience. Discover how personalization technology can:

      • Improve your customer experience and customer satisfaction
      • Drive more loyalty among your best customers
      • Decrease your marketing costs with a just-in-time approach

      Discover the fundamental technologies that can humanize your digital customer experience.

    • 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:
      Personalize your Customers’ and Visitors’ Website Experiences to Increase Conversions

      Customers and visitors have different needs from your website. Personalize your site to give users the experience they need. Source insights on how to:

      • Connect your CMS with your internet bank
      • Customise your sales area
      • Make changes without releases from IT

      Enhance the experience of all your web users to drive returns.

    • 3:15 PM
      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.

  • 3:45 PM
    Afternoon Break
  • 4:15 PM
    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
    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 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
    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
  • Social Media
    • 11:00 AM
      Panel: Social Media
      Stay On Top of the Latest Social Media Trends in a Regulated Environment
      Ashley Utz
      AVP, Social Media Specialist, First Citizens Bank
      John Renz
      Director, Advertising and Creative Services, Prudential Financial
      Nikoletta Vecsei Harrold
      ‎Director of Communities Strategy & Social Media, Transamerica

      Social media is a fast-changing environment. Source best practices for using social media in financial services while managing risks and staying compliant. Sources insight on:

      • Which social media work for financial services -- and which don’t
      • Staying on top of new social media platforms and trends
      • Managing risks and concerns about data and privacy

      Gain exclusive insights into what works – and what doesn’t – for social media in financial services.

    • 11:30 AM
      Tap into the Power of Social Advertising, Engagement and Storytelling

      Expand your audience and sustain engagement using social as a one-to-one touch-point. Hear how social media can allow your organization to interact and evolve with customers. Develop tools to:

      • Curate content to empower and educate consumers
      • Build emotional connections outside of the sales cycle
      • Improve advertising and profiling

      Build your digital relationships with customers to make the most of your marketing budgets.

    • 11:00 AM
      Marketing to Millennials
      Develop a Strategy to Win Over Millennial Financial Consumers
      Krysia Mager
      Assistant Vice President, Marketing Officer, Tompkins Financial Corporation
      Erin Meijer
      Director, Thought Leadership and Content Strategy, Guardian Life Insurance Company of America
      Danna Jacobs
      Founding Partner, Legacy Care Wealth

      Millennials are the single largest group of financial consumers in America, but for many financial institutions, they remain elusive. Create a plan to grow your millennial clients. Gain insights into:

      • Reaching millennials through the channels they respond to
      • Understanding millennial needs and catering to them
      • Developing a brand millennials trust

      Create a financial brand that millennials love to win over the next generation of financial consumers.

    • 11:30 AM
      Industry Expert
      Exceed Customer Expectations with Interactive Personalized Digital Marketing

      Use interactive personalized digital marketing to guide your customers through a sales and learning path that is personally meaningful. Employing this method allows your customers to interact with personalized content that keeps them engaged throughout the whole experience, including conversion.

      • Customer expectations have transformed how brands engage with their customers
      • Interactive and personalized experiences are more meaningful and engaging for today’s consumer
      • Providing a custom experience for every customer increases conversions and boosts sales
  • 12:15 PM
    Networking Lunch
  • Content
    • 1:30 PM
      Industry Expert
      Use Content to Attract, Retain, and Grow Share of Wallet

      Most marketers in the financial industry use content marketing, but only 25% of those consider themselves to be effective. Cut through the noise and keep your audience engaged with a unique content strategy. Get practical tips to:

      • Build long-term relationships with your consumers by providing value
      • Recognize where and when to engage customers along your brand journey
      • Deliver content in a timely fashion while staying compliant

      Implement winning strategies used by best-in-class financial partners to elevate your content.

    • 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.

    • 3:00 PM
      Case Study: Horizons Exchange Traded Funds
      Financial Media Here & Now: The Content Connection

      Content marketing is a big concept today in financial. Technology has advanced in recent years such that certain content can be matched to certain customers/potential customers—and served up digitally to them. Source insights on:

      • Why content-as-marketing works well in financial today and how truly understanding the characteristics, the wants and the needs of your target audience can be leveraged to craft your message and your offering
      • The need in financial marketing for the creative to not only express the virtues of the financial product or service, but it also to resonate, deep down, with the recipient of the message
      • Ways in which financial marketers can determine if content is resonating with their audience

      Create a content plan that will engage your audience and drive conversions.

    • 1:30 PM
      Industry Expert:
      Tell a Human Story to Drive Business

      Build content and partnerships about personal finance, entrepreneurship, leadership, and culture—while driving business among all consumers. Gain insights on:

      • How to become a media company
      • How to craft the best media partnerships to reach demographic groups
      • How to protect your brand’s voice – while tapping into the authentic voice, and sensibility, of media partners

      Use relatable human stories to drive your business.

    • 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
      Case Study: BMO
      The Evolution of BMO’s Digital Sales Journey

      Digital has the potential to transform sales in financial services. Transform your organization digitally to improve your sales. Sources insights on:

      • Beginning the digital sales journey
      • Transforming into a digital organization
      • Gaining organizational buy-in

      Go digital to drive your sales.

  • 3:30 PM
    Afternoon Break
  • 4:00 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.

  • 4:30 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.

  • 5:00 PM
    Conference Adjourns
November 14, 2018

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