Agenda

November 12, 2019
  • 7:30 AM
    Registration and Breakfast
  • 8:30 AM
    Opening Comments from the Chair
    LeAnita Ragland-Brooks
    Regional Vice President, U.S. Bank
  • 8:40 AM
    POWER PANEL: OMNICHANNEL GAMECHANGERS
    Breaking Down Silos to Improve Marketing Impact Across Channels
    Marianne Halvorsen
    Senior Vice President, Aon
    Jim Casey
    Vice President, Global Head of Digital Marketing and Strategy, PGIM Investments (formerly Prudential Investments)
    Amit Pandya
    Director - Head of Digital Strategy and Platforms, New York Life Insurance Company
    Jenna Hess
    Director, US SME Customer Marketing, Global Commercial Services, American Express

    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: DIGITAL INNOVATION
    Ideation, Meet Data: How AI Transforms the Creative Process
    Ryan Deutsch
    Chief Brand Advocate, Persado

    Creativity and ideation have long been believed to be exclusively human endeavors. AI proves this is no longer the case. Learn how AI is transforming the entire creative process and delivering both stronger digital marketing performance and better human connection. Real examples underscore how AI is already delivering impact across the enterprise. Forge a new path to success by:

    • Grab the conversation: AI, automated, real-time revenue generation tactics
    • Getting up close and personal with the customer and capitalize on every digital channel
    • Hyper-personalization: Moving your profits into new levels of granularity

    Aligning analytics with marketing, sales and revenue to ensure you get hyper-personalization right first time

  • 9:40 AM
    Morning Break
  • 10:00 AM
    INDUSTRY EXPERT:
    Financial Content Marketing That Rises Above the Chatter
    Shannon Sloan
    Director, New Business Development, Rich Media

    Do you want a blow the lid off your content marketing hits and bring more zest to your financial institution's content? There are three ways that you can build in this kind of excitement around your content so that your message packs a punch. It takes a mixture of strategy, creativity and a splash of technology. Build a blueprint to:

    • Consistent storytelling is the key
    • Staying on topic and on target
    • Choosing your channels
    • Video and social media tactics

    Aligning content to products, calendars, channel and fresh all year engagement

  • 10:30 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

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

  • 11:00 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

  • Track A: Data & Personalization
    • 11:40 AM
      INDUSTRY EXPERT:
      Managing Regulatory Compliance with the Help of Data Insights, and Harnessing the Possibilities of AI to Optimize the Customer Journey
      Steven Bennett
      Client Solutions Manager, Mapp

      Various forces are driving Financial Services and banks to transform digitally.   One of the most significant challenges facing Financial Services firms is regulation and compliance.  The key is to manage regulatory demands whilst managing the customer journey smoothly.  This session will explore:

      • Aspects of compliance for digital marketers: cross-functionalization for scale and efficiency
      • Using AI as a new way to leverage scale into agility
      • AI in the customer journey

      Applying AI to deliver digital marketing in a more personalized way

    • 12:10 PM
      CASE STUDY:
      Humanizing Segmentation for Genuine Results: Going Beyond Data for Increased Profitability & Innovation
      Tim Rickards
      Marketing Director, Charles Schwab

      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, AI & analytics: How to identify valuable cohorts, segments, and sub-segments
      • Applying your insights: How to translate your segmentation into relevant, personalized experiences
      • Paths to implementation: How Agile and DT can help you deepen insights and develop campaigns

      Embrace a new world of humans and data to increase your profitability

    • 12:35 PM
      CASE STUDY: NEW YORK LIFE INSURANCE COMPANY
      SEO and Using Personalization for Enhanced Website Experiences which Increase Sales
      Amit Pandya
      Director - Head of Digital Strategy and Platforms, New York Life Insurance Company

      Customers and visitors have different needs from your website. Combine SEO with a more personalized approach to your site to give users the experience they need. Source insights on how to:

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

      Create a personalized experience for your customers and website visitors.

    Track B: Content Marketing
    • 11:40 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
      Measuring tangible outcomes from social media can be elusive for financial services professionals. 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.
    • 12:10 PM
      CASE STUDY:
      Video Content Marketing: Long-Term Engagement and Drive Growth through Video content
      Kobi Ben Meir
      Marketing Director, YALBER & GOT CAPITAL

      Any rich format content medium can stick with the audience and drive results. The media and content world today are focused on one thing - Video Content. Drive your video marketing strategies to engage potential and existing customers in the most effective way.  Source practical tips to:

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

      Reach your customers with video storytelling to attract new business

    • 12:35 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

  • 1:00 PM
    Networking Lunch
  • Track A: Data and Digital Channel Touchpoints
    • 2:10 PM
      INDUSTRY EXPERT
      How to Avoid the Common Pitfalls that Plague Omnichannel Customer Communications
      Patrick Kehoe
      EVP Product Management, Messagepoint

      Most organizations fall victim to some common pitfalls as they pursue the digital transformation of customer communications.  Join us for a discussion of best practices for communication strategies, content management, and change management that are critical to successful transformation and delivery of omnichannel communications programs. Learn how to:

      • Eliminate operational silos and disjointed communications to ensure cohesive, consistent customer experiences across teams and communications channels
      • Effectively manage change both throughout the transformation and on an ongoing basis to enable agility and responsiveness
      • Put content at the center of the communication to maximize the impact of your communications and enhance the customer experience

      Harness new AI technologies and optimize content and communications

    • 2:40 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
      Paul Andrukonis
      Director of Digital Personalization, CITI
      Patrick Kehoe
      EVP Product Management, Messagepoint
      Nasser Sahlool
      VP, Client Strategy, DAC

      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

    • 3:10 PM
      INDUSTRY EXPERT: THE APPLE EFFECT
      Winning Hearts, Minds and Wallets in Financial services through Unified Local Digital Experiences
      Nasser Sahlool
      VP, Client Strategy, DAC

      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 Content Marketing
    • 2:10 PM
      INDUSTRY EXPERT:
      5 Keys to High-Performing Financial Services Content
      Joe Lazauskas
      Head of Marketing, Contently

      Financial services companies are investing more resources than ever into content. But for many, it's still a struggle to break through. In this presentation, Contently Head of Marketing Joe Lazauskas unveils how financial services marketers can differentiate themselves in a crowded content space and build relationships throughout the customer journey.

      You'll learn:

      • The content formats, topics, and channels that work best for financial services content.
      • How to leverage those insights to create more ambitious and effective content.
      • Keys to operational success that Contently has learned over the past 8 years, powering the content programs of brands like Chase, RBC, and American Express.
      • ROI trends and tactics that will help you prove the value of your content program

      Come away with practical tips on how to get better outcomes for content distinction

    • 2:40 PM
      PANEL:
      Using Social Media to Build Brand Recognition in a Cost-effective Way
      Joseph Cannizzo
      Director of Editorial and Content, WILLIS TOWERS WATSON
      Joe Lazauskas
      Head of Marketing, Contently
      Kobi Ben Meir
      Marketing Director, YALBER & GOT CAPITAL

      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

    • 3:10 PM
      INDUSTRY EXPERT:
      Harnessing the Power of SMS to 100% Compliantly Engage with Your Customers: Building Loyalty while Increasing Retention and Better Engagement
      Juan Osorio
      Vice President, Business Development, Go4Clients

      Understand SMS greatest impacts and market trends. Easily double opt-in your customer base, so your organization can engage your customers in a 100% TCPA compliant manner. This session focuses on emerging technology and SMS which allow other digital CX programs to thrive. Grasp insights to:

      • Set up a loyalty programmes which consistently engage and perform
      • Acquire knowledge on the technology available to implement safely and quickly.
      • Prospect digitally with personalized text campaigns

      Dramatically improve your CX and increment sales.

  • 3:40 PM
    Afternoon Networking Break
  • 4:00 PM
    SPOTLIGHT SESSION: LESS MEETINGS, MORE DOING!
    How Your Team Can Spend More Time Getting Things Done with a New Approach to Integrated Marketing
    Chase Neinken
    Vice President, NewsCred

    Stuck in a siloed marketing environment? Integrated marketing offers the ultimate goal of a consistent, customer-centric experience that delivers results for your brand.  Find out how to build a more collaborative organization through a culture of collaboration.  Build a blueprint to close the gaps:

    • What are the warning signs that a marketing organization is not integrated?
    • The by products of competing priorities and pressure to be first
    • Using the five capabilities of ADEPT (alignment, design, execution, process, and technology)
    • Case studies and third-party analyst insights

    Proving the value and business case of a fully integrated marketing team

  • 4:30 PM
    GUEST KEYNOTE: Feeding the 24/7 Content Marketing Beast
    The Demand for Quality Content in an Omnichannel World
    Mitch Rose
    VP, Digital Strategy—Content, Digital & Platform Services, Corporate & Investment Bank, J.P. Morgan

    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

  • 5:00 PM
    PANEL: Keeping Pace with Challengers
    Creating a Digital Experiences to Drive Future Growth
    Mitch Rose
    VP, Digital Strategy—Content, Digital & Platform Services, Corporate & Investment Bank, J.P. Morgan
    Tim Rickards
    Marketing Director, Charles Schwab
    LeAnita Ragland-Brooks
    Regional Vice President, U.S. Bank
    Matthew Beckman
    Vice President, Digital Platform Optimization and Strategy

    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 loyalty. 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.

  • 5:25 PM
    Conference Adjourns to Day 2
  • 5:30 PM
    Evening Reception
November 12, 2019
November 13, 2019
  • 7:30 AM
    Registration and Breakfast
  • 8:30 AM
    Opening Comments from the Chair
    LeAnita Ragland-Brooks
    Regional Vice President, U.S. Bank
  • 8:40 AM
    OPENING KEYNOTE: CHARLES SCHWAB
    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

  • 9:10 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
    Susan Mandarino
    Vice President of Marketing, Mutual Credit Union
    Eric Holmen
    SVP Worldwide Sales, Airship

    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
    NDUSTRY EXPERT: FUTURE OF FS SEM
    How to Compete for The Top Spot in Finance Search
    Ashley Fletcher
    VP of Marketing, Adthena

    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
  • 11:10 AM
    INDUSTRY EXPERT:
    Innovate and Digitally Transform an Established Financial Brand
    Justine Melman
    Vice President, Marketing & Communications , Flybits

    Digital transformation is firmly on marketers’ agendas and is especially challenging for 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.

  • 11:40 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!

  • 12:10 AM
    INDUSTRY EXPERT: Managing Online Brand Reach in Financial Services
    Transforming to a More Powerful National and Global Financial Brand
    Lee Auerbach
    Senior Vice President of Sales, Chatmeter

    The financial service industry is changing. It’s moving more towards digital solutions but that doesn’t mean its local presence isn’t needed. Come to our presentation to learn Chatmeter's findings from its Local Brand Report on the state of online reputation for the financial services industry. Harness fresh research findings and:

    • Benchmark how some of the biggest bricks-and-mortar enterprise brands are managing their brand online
    • Blending regional with national brand propositioning strategies
    • Connecting with your financial consumer’s needs and future development

    Implement the winning strategies online

  • 12:40 PM
    Networking Lunch
  • 1:40 PM
    INDUSTRY EXPERT:
    Using Digital Intelligence to Embrace Better Relationships with Your Financial Customers
    Julie Norman
    Senior Product Marketing Manager , DATORAMA

    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.

  • 2:10 PM
    FIRESIDE CHAT
    How can financial institutions develop empathy to drive better, more customer-centric marketing strategies?
    Leslie Goldstein
    VP Marketing, Affluent Customer Segment, Wells Fargo

    Learn how Wells Fargo is building value both for the customer and their business through ethnography — the in-person study of how people think and feel, focusing on how they manage their finances; what are their hopes, dreams, pain points and stressors. Hear how they combined primary and secondary research to explore unmet needs that could drive future digital engagement and deepen customer relationships.

    How to develop a blueprint -

    • Strategy: what do you want to achieve and why?
    • Analytics: which set of customers will you be targeting to achieve your strategy?
    • Segmentation: once you have a target identified, how can you validate your analytics?
    • Research Methodology: which research options fit your parameters (i.e. desired outcomes, budget, time, resources)?  Is ethnography the right approach?
    • Applications: how can you use the findings to better engage and build lasting customer relationships both digitally and in-person?
  • 2:45 PM
    INDUSTRY EXPERT: DIGITAL AT THE HEART
    4 Meetings to Advance your Marketing Operations
    Matt Parfitt
    President, Vurture
    This session focuses on the power of putting digital at the heart of your marketing operations and the way such transformation can help you leap across barriers enabling you to achieve what you want in your organization. Using a very practical approach, take the next steps to:
    • Learn how you navigate the myriad of technologies available 
    • Put digital at the heart of your marketing operations through the lens of meetings
    • Take the best action over the course of the next 6 months
    Increase sales, improve customer interactions and optimize your marketing ROI
  • 3.05 PM
    CASE STUDY: Next Generation Customer Needs and Experiences
    Changing the Way We View Segmentation
    Susan Mandarino
    Vice President of Marketing, Mutual Credit Union

    Moving from basic segmentation to a hyper-personalised, ‘segment of one’ approach means financial services need to shift from looking at customer data as lifestyle not as an age/gender data.  Which resources do we need to add more value in the future?  This session looks at advanced ways to use data and integrate it with changing customer needs on digital platforms. Build a blueprint to:

    • Develop next generation engagement programmes: advanced targeting and personalisation of tangible rewards
    • Discover how to blend data and segmentation in a more personalized message
    • How should you balance digital with face-to-face marketing initiatives?

    Building digital services around segmentation and personalization

  • 3:35 PM
    AUDIENCE Q&A – Final Findings and Take-Aways
  • 3:45 PM
    Conference Adjourns
November 13, 2019