Agenda

November 12, 2019
  • 7:30 AM
    Registration and Breakfast
  • 8:30 AM
    Opening Comments from the Chair
  • 8:40 AM
    POWER PANEL: OMNICHANNEL GAMECHANGERS
    Breaking Down Silos to Improve Marketing Impact Across Channels
    Lisa Kalhans
    Vice President and General Manager, International Marketing, American Express
    Marianne Halvorsen
    Senior Vice President, Aon
    Jim Casey
    Vice President, Global Head of Digital Marketing and Strategy, PGIM Investments (formerly Prudential Investments)

    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.

  • 9:10 AM
    INDUSTRY EXPERT:
    Cutting through the noise
  • 9:40 AM
    Keynote: 24/7 Personalized Financial Services:
    What Do Consumers Want in The New Era of Digital Engagement?
    Paul Andrukonis
    Director of Digital Personalization, CITI

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

    • Digital marketing that inspires, engages and captivates
    • Disruptive threats and emerging trends
    • New distribution models
    • Partnerships

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

  • 10:10 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

  • 10:40 AM
    Morning Break
  • Track A: Digital Transformation
    • 11:10 AM
      INDUSTRY EXPERT: Organigami
      The Art of Organizational Agility: Following the Right Path to Digital Transformation

      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

      - small x-functional startups -->

      -  Federated P&Ls with cross-functions ->

      - centralization for scale and efficiency

      • 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.

    • 11:40 AM
      CASE STUDY
      The Art of Organizational Agility: Following the Right Path to Digital Transformation
      Sayeed Sanaullah
      First Vice President, Strategic Planning, WELLS FARGO

      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

    • 12:10 PM
      CASE STUDY:
      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
    • 11:10 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.
    • 11:40 AM
      CASE STUDY:
      Podcasts & Video Content Marketing: Long-Term Engagement and Drive Growth through Podcasts and Videos
      Kobi Ben Meir
      Marketing Director, YALBER & GOT CAPITAL

      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

    • 12:10 PM
      CASE STUDY: The True Story of Content Power
      Working Together Against Disposable Content!
      Joseph Cannizzo
      Director of Editorial and Content, WILLIS TOWERS WATSON

      Gaining lasting value from content is increasingly rare, but it is achievable.  Hear a step-by-step process of building exciting content especially in financial services – find out more:

      • Working internally to harness great content post-merger
      • Explore content types; video, news, blogs and innovative ways of interaction
      • Adopting a style and editorial guide
      • How to measure and respond to content and keep it fresh

      Build content strategies to engage with diverse communities

  • 12:40 PM
    Networking Lunch
  • Track A: Digital Data Analytics
    • 2:00 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.

    • 2:30 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

    • 3:00 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
    • 2:00 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

    • 2:30 PM
      PANEL:
      Using Social Media to Build Brand Recognition in a Cost-effective Way
      Daniel Allocca
      Senior Managing Director, Global Head of Brand and Demand Generation, Nuveen
      Joseph Cannizzo
      Director of Editorial and Content, WILLIS TOWERS WATSON
      Alice Milligan
      Chief Customer Officer, E*TRADE

      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

    • 3:00 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.

  • 3:30 PM
    Afternoon Networking Break
  • 3:50 PM
    SPOTLIGHT:
    SPOTLIGHT:

    Details coming soon, Senior executive from NewsCred

  • 4:15 PM
    GUEST KEYNOTE
    Take Advantage AI: Aligning to Agile Marketing and Design Thinking
    Tim Rickards
    Marketing Director, Charles Schwab

    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

  • 4:45 PM
    CLOSING ADDRESS: STAYING RELEVANT
    How Financial Brands should Effectively Storytelling in a Crowded Environment

    Content is king and whilst that may be true, as a technical term – it can be a little soulless. What’s missing in today’s digital content is storytelling. Stories are the oldest and most powerful form of exchanging information:  This session explores how the greatest storytellers can teach us to apply this art to our own digital stories in a busy financial marketing world:

    • Examples of amazing stories: inspiration in word form
    • Looking to the future – how effective storytelling will generate ROI
    • Targeting your audience on platforms they already use and are engaged with

    Creating a moment in the digital noise: a story to ‘make customers care’

  • 5:15 PM
    PANEL: Keeping Pace with Challengers
    Creating a Digital Experiences to Drive Future Growth
    Jodie Gunzberg
    Managing Director, Chief Investment Strategist, Morgan Stanley
    Sayeed Sanaullah
    First Vice President, Strategic Planning, WELLS FARGO
    Giovanny Moreano
    Assistant Vice President, Content and Strategy, State Street

    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.

  • 5:45 PM
    Conference Adjourns to Day 2
  • 5:50 PM
    Evening Reception
November 12, 2019
November 13, 2019
  • 7:30 AM
    Registration and Breakfast
  • 8:30 AM
    Opening Comments from the Chair
  • 8:40 AM
    KEYNOTE
    Take Advantage of Digital Partnerships to Transform Your Marketing Efforts

    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.

  • 9:00 AM
    INDUSTRY EXPERT: MASTERING ROI
    Employ Advertising Attribution to Improve Financial Services Marketing Efficiency and Increase ROI
    Jeff Greenfield
    Co-Founder & Chief Attribution Officer, C3 Metrics

    As the science of advertising attribution--the ability to gain insight into the relationship between advertising spend and outcome--advances with forthcoming standards this year, it is transforming the way in which advertising is measured, bought and sold.  Source practical tips to:

    • Understand Attribution best practices for Financial Services marketing
    • Connect non-digital KPI's to digital media exposures
    • Establish gold standard for attribution testing utilizing 'rule of halves'
    • Operationalize attribution within your organization

     

  • 9:40 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

  • 10:10 AM
    INDUSTRY EXPERT: FUTURE OF FS SEO
    How to Compete for The Top Spot in Finance Search

    Search is a fiercely competitive field, and staying afloat, let alone on top is challenging for even the most seasoned brands. Adthena’s pioneering CMO Search Intelligence Index delves deep into the search performance of the top 150 finance companies and provides key data-driven insights you can use to improve your position.

    In this exclusive session, find out how you can make better strategic decisions and improve your results with search. Plus take a closer look at the leaders and challengers on Chicago’s home turf. Get key takeaways:

    • The Chicago leaderboard of finance companies
    • State Farm and Bank of America go under the microscope
    • Benchmarks to measure your own performance
    • Actionable insights to improve your results
    • Top 5 tips for better digital investments

    Get the inside track on achieving your goals with search

  • 10:40 AM
    Morning Break
  • Track A: Driving Digital Change
    • 11:10 AM
      PANEL: Setting up a Cross-Business Digital Marketing Department
      Lessons from Building a Team from Scratch
      Christian Gregory
      Director, Digital Products, People’s United Bank NA
      Jeff Muendel
      Web Marketing Director, Northwestern Mutual

      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.

    • 11:40 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
    • 11:10 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
      Mark Romeo
      Senior Content Lead, Axial

      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

    • 11:40 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
    INDUSTRY EXPERT:
    Using Digital Intelligence to Embrace Better Relationships with Your Financial Customers
    Marc Peelen
    Director, Digital Partnerships, BNY Mellon

    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:

    • Harnessing data to gain insights that help optimize campaigns, drive growth, and increase ROI
    • Balancing advertising, clients, finance and brand into an holistic data dashboard across all touchpoints
    • Translate customer requirements into new products and navigate governance barriers
    • Adapt your marketing strategy for greater personalization

    Deliver intelligent business growth with a personal touch with customers.

  • 2:30 PM
    Afternoon Break
  • 3:00 PM
    GUEST FOCUS SESSION:
    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
    CLOSING KEYNOTE: 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