Agenda

February 27, 2017
  • 7:30 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments from the Chair
    Sheri Gilchrist
    Managing Director, Global Head of Marketing Services, BNY Mellon Investment Management
  • 8:30 AM
    Keynote Address
    The Future of Marketing – Prepare to Lead the Pack in 2020
    Frank Eliason
    Partner, BrainTrust Partners
    Former Executive, Citi & Comcast

    Consumers today are demanding more from financial brands and growing distrustful of traditional advertising. FI marketers need to be more creative than ever to get ahead of the competition. Take away a roadmap on:

    • What financial marketing will look like in the future
    • Which technologies and trends are passing fads
    • Biggest opportunities for growth

    Look into the future of financial marketing to drive your digital returns now.

  • 9:15 AM
    Industry Expert: Brandify
    Brandify Session Details Coming Soon
  • 9:45 AM
    Case Study: Citi
    Revitalize Your Digital Servicing Across Channels to Enhance the Customer Journey
    Rebecca Wooters
    Head of Citi Cards Customer Engagement, Citi

    Today’s consumer demands more and more convenience from their providers, and FIs are struggling to keep up. Enact an interdisciplinary strategy to provide a superior customer experience and cement loyalty. Develop an action plan to:

    • Leverage behavioral analytics and research to improve customer journey mapping
    • Create better solutions through Design thinking
    • Measure progress and respond quickly

    Put the customer at the center of everything you do to build longevity for your brand.

  • 10:15 AM
    Industry Expert: Bluespire Marketing
    Technology Alone Won’t Save Us (And That’s Good!)
    Laura Andersen
    VP Strategy - Financial Service, Bluespire

    New products and services pop up daily that promise to make customers’ lives easier, spread messages more effectively and help employees do their jobs more efficiently. To properly deploy the powerful technology we have at our fingertips, we must invest in creating cultures of innovation, collaboration and even co-creation. Explore practical ways to:

    • Untangle common roadblocks for customer service and the customer experience
    • Use quantitative and qualitative research to understand customer need and inspire innovative thinking
    • Influence a culture of customer-centricity through productive co-creation and collaboration
  • 10:45 AM
    Morning Break
  • Emerging Trends
    • 11:15 AM
      Industry Expert: BlueRush
      Humanize Your Digital Experience with Personalization Technology
      Larry Lubin
      Founder, Bluerush

      In the digital age, customers are no longer forming strong relationships with the brand they covet. Turned off by face to face and telemarketing sales techniques, today’s customer turns online for a better experience and to save time and hassle. 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

      Learn about the fundamental technologies that can humanize your digital customer experience.

    • 11:45 AM
      Case Study: BNY Mellon
      It’s a Brave New World: Leaning in to the New Age of Data, Digital and Content to Drive Returns
      Sheri Gilchrist
      Managing Director, Global Head of Marketing Services, BNY Mellon Investment Management

      Marketers are in a new world where digital, data, and content technologies can accelerate direct and digital marketing initiatives. Unlock the potential of digital and data to transform your marketing and impact topline growth. Take away expert insights on:

        • Emerging trends being used today
        • Making sense of the buzz about big data, IoT, and content intelligence
        • Staying true to the voice of the customer and brand

      Lean in to digital trends that will have the biggest impact on your marketing to thrive in this brave new world.

    • 12:15 PM
      Industry Expert: Extractable
      How Financial Services Can Use Service Design to Earn the Digital Relationship
      Craig McLaughlin
      President/CEO, Extractable

      Micro-moments, a term coined by Google, are brief, intent-driven moments when consumers are looking to learn, do, or buy something. Make sure your brand is there for your customers in these moments and drive conversion. Develop a blueprint to:

      • Optimize mobile touch points to meet clients’ immediate needs
      • Incorporate location-based strategies
      • Gain deeper insights into customer intent
      • Connect with your potential clients in crucial moments to become their provider of choice.

    Content Marketing
    • 11:15 AM
      Industry Expert: DotCMS
      How Marketing & IT Can Work Together to Tame the Content Beast
      Will Ezell
      Chief Technology Officer, dotCMS

      Marketing teams are charged with connecting with their customers at a rapid pace but are often restricted by their IT parameters and sheer volume of content required. The financial industry has the additional challenge of fusing the online banking experience with the online marketing experience so that existing customers are continuing to learn about new products and services. Explore how marketings andIT teams are improving the way that they build and store content for audiences across many different devices, from web to mobile app to IoT to social. Create a strategy by:

      • Understanding how to develop a partnership between Marketing and IT that supports a unified, successful strategy
      • Reviewing static vs. dynamic content and how marketers are using it to personalized their digital experiences
      • Discover solutions, like Content-as-a-Service and Cloud, that allow marketing to have freedom to create with impacting IT requirements
    • 11:45 AM
      Case Study: Guardian Life
      Listening to Consumers to Create Ongoing Relevancy and Brand Engagement
      Erin Meijer
      Director, Thought Leadership and Content Strategy, Guardian Life
      Mari Pagliughi
      Director, Head of Digital Communications, Guardian Life

      Financial firms struggle to create the kind of content that creates continuing brand loyalty.  Zero in on your customers’ concerns and needs to deliver personalized social content that will catch attention and keep your clients engaged.  Take away strategies to:

      • Segment and identify the needs of key consumer groups
      • Implement social listening tools to discover growth opportunities
      • Design a strategic social calendar to keep content fresh

      Source your content strategy direct from consumers to align your brand and grow wallet share.

    • 12:15 PM
      Industry Expert: Newscred
      The New Customer Journey – How to Use Content to Attract, Retain, and Grow Share of Wallet With Your Customers
      Justin Guttman
      Head of Sales, Newscred

      78% of marketers in the financial industry report using content marketing, but only 25% of those consider themselves to be effective. Cut through the noise and keep your audience engaged with a content strategy that is uniquely differentiated from the rest. 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.

  • 12:45 PM
    Networking Lunch
  • Mobile & Web
    • 1:45 PM
      Industry Expert: Observepoint
      Tag Validation and Data Quality Assurance
      Clint Gausnell
      Account Executive, ObservePoint

      Strategies that your team should be executing on to assure that your investments in online marketing and data collection tools are successful.

    • 2:15 PM
      Panel: Mobile First
      Bringing Mobile to the Forefront to Meet Consumer Needs and Drive Conversions
      Phil Baker
      Manager, Mobile & Payments, WEX
      Tim Hong
      SVP Marketing and Product, MoneyLion
      Mark Goines
      Vice-Chairman & Former CMO, Personal Capital

      More than a third of consumers exclusively use mobile in their purchase decision-making, but mobile is still an afterthought for many firms. Center your strategy on the channel your clients really use to provide a superior user experience in financial services. Take away a roadmap on:

      • Deciding between web only vs. mobile first vs. mobile only
      • Key considerations in optimizing for mobile
      • Differences in mobile strategy between B2B and B2C

      Know when to put the “second screen” first to revitalize your customer journey

    • 3:00 PM
      Industry Expert: ON24
      How Financial Services Companies Use Webinars to Drive Engagement — Case Studies for Success
      Mark Bornstein
      Vice President, Content Marketing,, ON24 Inc
    Customer Experience
    • 1:45 PM
      Industry Expert: Essential Accessibility
      Enhancing the Digital Customer Experience for People with Disabilities
      Spiro Papathanasakis
      Founder & Director, eSSENTIAL Accessibility
      Kathy Martinez
      Senior Vice President and Head of Disability and Accessibility Strategy, Wells Fargo

      A report from the Federal Deposit insurance Corporation pointed out that while digital financial services are being marketed as convenient “anytime, anyplace” tools, and have great potential for customers with disabilities, they’re missing the mark if the technologies themselves are not accessible and usable by People with Disabilities. Learn how you can create an inclusive and disability-friendly presence in your organization. In this session, you will:

      • Develop an understanding of the disability market and who is impacted by inaccessible digital properties
      • See how leading financial services organization are implementing accessibility
      • Learn how to empower employees with disabilities so they can better serve your customers
    • 2:15 PM
      Panel: Website/UX
      Optimize Your Website to Create a Superior UX and Retain Customers
      Paul Heckel
      Vice President of Customer Experience, Solstice
      Toby Rotman
      VP, Testing and Optimization, U.S. Bank
      Emily Friesen
      SVP Strategic Marketing, Arrowhead Credit Union

      Consumers today expect your website to be simple, seamless, and user-friendly. Master the key elements of web design and functionality that will keep your users coming back. Source best practices on:

      • Effective user testing
      • Facilitating task-completion
      • Approaches from other industries

      Approaches from other industries

    • 3:00 PM
      Industry Expert: Adobe/4Point
      Optimizing the Multi-Channel Account Enrolment Experience
      Mike Neumann
      Vice President, Sales, 4Point
      Jared Lees
      Senior Industry Manager, FSI, Adobe

      According to a recent CEB TowerGroup Customer Experience Survey, customer preference for purchasing financial products from branch locations has dropped 24% while online channel preference continues to increase. This is a reflection of the changing expectations of customers that is requiring that financial services institutions consider new models for customer engagement. Attend this session to learn how Wells Fargo adopted a new account enrollment process to increase customer conversion and engagement. You will discover how they:

      • Increased customer satisfaction and processing efficiency
      • Reduced errors and handling expenses
      • Achieved consistent, high-quality personal experiences across channels
  • 3:30 PM
    Afternoon Break
  • 4:00 PM
    Industry Expert: Seismic
    Doing More with Less: How to Scale Marketing’s Support of Sales
    Ali T. Vance
    Institutional Marketing Manager, RFP Writer, Denver Investments

    Whether you're manually creating pitch decks or contracts, providing sales with the most up-to-date content is time consuming and does not scale. Learn how Denver Investments tackled this challenge by adopting new processes and technology to:

    • Eliminate highly manual content update processes
    • Guarantee that sales is only using on-brand and on-message materials
    • Reduce the turnaround time on sales collateral requests by 75% and reducing FTE needs by 60%

    Learn about a new way for marketing to assemble sales materials at scale.

  • 4:30 PM
    Panel: Omni-channel
    Sending a Consistent Message Across Touch Points to Solidify Your Brand
    Laura Andersen
    VP Strategy - Financial Service, Bluespire
    Juan Silvera
    CMO, Rabobank N.A
    Laura Wooster
    VP Marketing, John Hancock Insurance
    Nag-Bushan Odekar
    VP, Head of Marketing, Individual Markets, Great West Financial

    Achieving cross-channel parity is one of the most important factors in creating a customer-centric experience. Maintain a uniform presence across your platforms to make every interaction excellent. Overcome challenges around:

    • Keeping up with the speed of digital
    • Engaging customers of all generations
    • Engaging customers of all generations

    Deliver a truly client-centric experience to attract consumers to your brand.

  • 5:15 PM
    Conference Adjourns to Day Two
  • 5:20 PM
    Cocktail Reception

    Don’t miss this exclusive end-of-day gathering with conference speakers and attendees! Unwind, mingle and build relationships that will benefit you in the years to come.

February 27, 2017
February 28, 2017
  • 7:45 AM
    Registration and breakfast
  • 8:30 AM
    Opening comment from Chair
  • 8:30 AM
    Keynote: PayPal
    Demand Generation in the Age of Data – Harnessing Personalization to Grow Revenue
    Elina Vilk
    Head of Marketing, Enterprise Solutions, PayPal

    FIs have more consumer data available to them than ever before, but still struggle with 1:1 marketing. Create personalized experiences to drive engagement and conversion using advanced behavioral analytics. Source practical tips to:

    • Leverage big data to create informative buyer personas
    • Uncover metrics to understand customer intent
    • Demonstrate ROI to senior management
  • 9:00 AM
    Industry Expert: Dun & Bradstreet
    Seize the Power of Data to Align & Amplify your Online and Offline Marketing
    Anudit Vikram
    Senior Vice President of Audience Solutions, Dun & Bradstreet

    Financial Services firms can rapidly evolve their marketing strategies with the latest in programmatic advertising. The key is in leveraging data and insight to coordinate the entire marketing mix. Learn more about the best practices and game changing strategies you can easily implement to scale your efforts in:

    • Audience Targeting – serving the right digital ads to the right B2B audiences
    • Web Visitor ID – enabling your website to unmask anonymous visitors by matching IP’s, cookies and mobile device ID’s
    • Delivering engaging, relevant and consistent content enterprise-wide to all customer audiences

    Jump start your 2017 marketing strategies!

  • 9:30 AM
    Industry Expert: RevJet
    How the Largest Market Opportunity in a Generation Will Define the Winners and Losers in Financial Services
    Mitchell Weisman
    Founder and CEO, RevJet

    SHHH! Did you hear it? Something big just changed. BOOM! Just now, the largest untapped business opportunity in a generation became yours for the taking. Mitchell Weisman, CEO of RevJet reveals why now is the time to act to take advantage of an enormous source of value that’s been hiding in plain sight. In the coming years, there WILL be winners and there WILL be losers — make sure to learn how your business comes out on top.
    Attend this session to arm yourself for this exciting new future where your organization

    • Creates perfectly personalized and optimized creative across display, mobile, social and video
    • Maximizes the real-world impact of your targeting and programmatic buying strategies
    • Unlocks previously unreachable new revenue streams effortlessly
  • 10:00 AM
    Morning Break
  • Attribution & Data
    • 10:30 AM
      Fireside Chat: Charles Schwab
      Advanced Attribution and Testing Strategies to Optimize Your Marketing Spend
      Rahul Todkar
      VP, Enterprise Data Science and Marketing Analytics, Charles Schwab

      Attribution remains one of the most elusive challenges for modern day marketers. Devise a cutting-edge algorithmic model to measure and optimize your marketing mix across all channels. Create a blueprint on how to:

      • Integrate and measure online and offline contributions
      • Implement advanced media-mix modelling techniques
      • Evaluate in-house versus agency capabilities

      Use attribution modeling to accurately gauge your marketing efforts and increase ROI.

    • 11:15 AM
      Industry Expert: Merkle
      Create Competitive Advantage with People-Based Marketing
      Brian Campbell
      Senior Director, Marketing Strategy, Financial Services, Merkle
      Jay Wells
      Digital Strategy Director, Merkle

      Today, marketers must take advantage of digital marketing opportunities that are increasingly data-driven, programmatic, and addressable. Learn how to reach actual people with relevant content — across media, channels, and devices and to create personalized experiences. Activate people-based marketing to:

      • Increase conversion and ROI
      • Improve the overall customer experience
      • Build lifetime customer value

      Take away actionable strategies for planning and executing a customer-centered approach.

    • 11:45 PM
      Case Study: Credit Karma
      How to Measure the Complete Value of Marketing with Indirect Attribution
      Greg Lull
      Head of Consumer Insights, Credit Karma

      Popular finance platform Credit Karma has leveraged indirect attribution to fuel its growth from 3 million to more than 60 million members. Develop an attribution framework that delivers the best mix of consistency and rigor to maximize your ROI. Dig into strategies for:

      • Evaluating the interaction between online and offline channels
      • Understanding the challenges of incrementality
      • Utilizing leading indicators to make faster decisions

      Master indirect attribution to strengthen acquisition and grow market share.

    • 12:15 PM
      Industry Expert: Experian
      Experian Session Details Coming Soon
  • 12:45 PM
    Networking Lunch
  • 1:45 PM
    Industry Expert: Infor
    1:1 Digital Conversations
    Benny Rachamim
    Vice President of Sales, Infor

    It’s no longer enough to simply engage with your customers – you need to have meaningful dialogue, no matter the channel. But as a marketer, you are burdened with fragmentation across applications, channels, and customer expectations. In order to win, you need a real-time marketing strategy that is customer-centric so you can engage with your customers in a relevant and respectful way across their entire journey.
    Join this session to learn how you can leverage technology to have meaningful 1:1 digital conversations with your customers by:

    • Delivering highly relevant customer interactions
    • Providing powerful customer insights
    • Streamlining tasks to keep campaigns robust and direct

    When you can anticipate the quickly changing ways customers interact with your brand, you can deliver on the promise of exceptional customer experience.

  • 2:15 PM
    Case Study: Arrowhead Credit Union
    Creating Interactive Digital Tools to Capture Market Share
    Emily Friesen
    SVP Strategic Marketing, Arrowhead Credit Union

    Using an online tool, ACU leveraged consumer curiosity to gain a great share of wallet in loans. Entice your existing and potential customers with simple digital tools that focus on them. Take away ideas to:

    • Identify growth opportunities
    • Effectively use digital for cross-sell
    • Bring digital tools into the branch

    Develop engaging digital tools to grow wallet share and bring value to your customers.

  • 2:45 PM
    Afternoon Break
  • 3:15 PM
    Case Study: Capital One
    Breeding Continual Innovation Through Partnerships and Investments
    Amy Heidersbach
    VP – Platform, API & Developer Marketing, Capital One

    Creating exceptional digital experiences for customers is the key to differentiating your brand in today’s competitive marketplace. Embrace an open eco-system between FIs and external developers to create richer capabilities for your customers. Source your plan of action on:

    • Internal innovation vs. partnerships
    • Exploring messaging platforms, APIs, and rewards partnerships
    • Engaging your audience as developers

    Stay competitive in a world of disruption by embracing innovation.

  • 4:15 PM
    Peer to Peer: In-house vs. Outsource
    Transform Your Agency Partnerships to Thrive in the Evolving Digital Economy

    As financial marketers strive to optimize and consolidate operations, functions traditionally served by agencies are being absorbed in-house. Identify where you can take on more weight, and where it pays to outsource. Source strategies from your peers on:

    • How to evaluate internal resources and scope of project
    • What your agency should do to create more value
    • What is next? Emerging trends you should watch

    Achieve balance in your business model to maximize your marketing dollars.

  • 4:45 PM
    Conference Adjourns
February 28, 2017

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