Agenda

Learn from TAB Bank’s journey to record-breaking revenue through the revolution of its marketing department. Increase ROI and reduce marketing waste through innovative, high-impact methods for achieving exponential growth despite having constrained resources. Take back to your office strategies to:

• Leverage unique insights, streamline operations, and capitalize on niche markets.
• Create and structure a scalable growth engine for teams of any size.
• Build trust within your organization to secure additional resources as you grow.

Reduce marketing waste by implementing innovative, high-impact approaches to achieve exponential growth despite limited resources.

Lead an organizational transformation that positions marketing as a critical growth driver. This session will explore how to navigate leadership transitions, embrace collaborative methodologies, and build agile teams that deliver measurable impact. You will walk away with actionable strategies on:

• Shifting from traditional to collaborative management to foster innovation and align teams with business goals.
• Implementing agile marketing practices and data-driven decision-making to drive impactful results.
• Redefining success through metrics and cultivating data-driven decision-making.

Empower your marketing team to lead growth, foster collaboration, and drive meaningful change across your organization.

Turn scattered customer touchpoints into cohesive, data-driven journeys that deepen relationships and boost conversion. Jonathan Corley, Director of Experience Strategy at Sitecore, and Dave Stawinski, VP of Digital at XCentium, reveal how composable architecture and practical implementation unlock scalable personalization for financial brands. You will walk away with insights on:

• Mapping the maturity curve from segmented messaging to true one-to-one engagement.
• Orchestrating Sitecore’s composable toolset with real-world tactics that XCentium deploys for finserv clients.
• Aligning data, content, and experience layers to deliver compliant, high-impact personalization across channels.

Bring your questions and leave with a clear blueprint for elevating your personalization strategy—wherever you are on the journey.

Align people, processes, and technology with business goals while staying nimble in a fast-changing landscape. You will walk away with actionable strategies on:

• Introducing and optimizing AI tools to enhance customer interactions.
• Conducting digital readiness audits, building the right team, and selecting technologies that align with your goals.
• Building out analytics capabilities to enhance decision-making and maximize ROI.

Empower your organization to embrace digital transformation and achieve strategic alignment across all channels.

Elevate your marketing strategy by harnessing AI-driven solutions to personalize financial video content without compromising compliance or data privacy. In this session, Kaltura will showcase how to transform existing media into tailored, engaging experiences that resonate with diverse audiences while meeting strict regulatory standards. You will walk away with practical strategies on:

• Delivering highly targeted, data-secure video content to boost engagement and trust.
• Repurposing existing media assets to maximize impact and relevance for multiple customer segments.
• Ensuring seamless compliance and privacy protections while scaling AI-powered personalization.

Empower your marketing team to achieve the next level of video personalization, driving growth and maintaining customer confidence.

Drive deeper connections with your customers by reimagining personalization and transforming the customer experience through Generative AI-driven strategic innovation. In this session, industry leaders will discuss the frameworks and strategic imperatives necessary to elevate customer engagement in an increasingly digital and competitive landscape. Source your plan of action by:

• Designing a personalization strategy that aligns with customer expectations and business goals.
• Leveraging data and technology to create seamless, personalized customer journeys.
• Building cross-functional collaboration to ensure a consistent and impactful customer experience.

Bolster your approach to personalization and CX to build loyalty, trust, and long-term customer value.

Unpack the shift from keyword-based strategies to AI-optimized experiences that align with the future of search. You will walk away with insights on:

• Adapting search strategy to AI-driven, conversation-based queries.
• Restructuring content and site experience for intent, context, and personalization.
• Future-proofing digital visibility as search engines integrate generative results.

Position your brand for the AI-first era of discovery and customer interaction.

Deliver impactful marketing campaigns with lean teams and constrained budgets. This session brings together marketing leaders to share proven strategies for building a successful marketing function, leveraging external partners, and launching effective campaigns that drive results. Create a roadmap to:

• Create strong marketing foundations, including brand guides, content strategies, and website optimization.
• Build team skills and leverage innovative tools and external partners to expand your capabilities.
• Design and execute high-impact multimedia campaigns on limited budgets.

Achieve impactful marketing results by optimizing resources and building a resilient, effective team.

Learn how Assembled Brands, an asset-backed lender for consumer product companies, has successfully built a brand and marketing presence with a lean team and a measured approach. This case study will explore how to navigate long sales cycles, balance digital and traditional marketing strategies, and stand out in a competitive space. Achieve a step-by-step action plan to:

• Structure a brand and leverage digital marketing content to engage brokers, bankers, and business clients.
• Balance internal resources and third-party partnerships to maximize efficiency and output.
• Track meaningful metrics and create marketing strategies tailored to long lead times and niche B2B audiences.

Amplify your marketing strategies to align with your business model, scale responsibly, and deliver lasting impact.

Break into smaller groups of approximately 25 industry peers to work through practical hands-on exercises that will strengthen your role as a marketing leader within your organization.

WORKSHOP 1: AGILE MARKETING STRATEGY

Enabling Capacity Scaling Through an Agile Marketing Setup

Become a strategic partner within your business by implementing an adaptable agile framework for marketing operations. Develop a blueprint to:

• Develop and curate an agile marketing team.
• Transition from waterfall to agile and understand “being agile” vs. “doing agile.”
• Hold more impactful conversations at the top level, powered by cost-value metrics.

Achieve unprecedented business impact by enabling marketing teams to pivot quickly and respond to real-time needs.

Led by Scott Spidell, Vice President, Strategic Marketing, First Command Financial Services

OR

WORKSHOP 2: AI TOOLS FOR EFFICIENT AND EFFECTIVE MARKETING

Leveraging AI to Enhance Marketing Outcomes Without Stretching Your Resources

Explore high-impact use cases to amplify results, streamline processes and improve efficiency and creativity. Adopt best practices to:

• Intelligently automating key marketing tasks, from content creation to campaign optimization.
• Selecting the most effective AI tools for your organization’s goals and challenges.
• Using AI to improve personalization, customer engagement, and data-driven decision-making.

Empower your marketing team to achieve more with less by making AI tools work smarter for your business.

Led by Ryan Steingard, Former Chief Marketing Officer, Upwardli

OR

WORKSHOP 3: FROM HERE TO THERE
Rebuilding Strategy with a Creative Structure

When reality changes, your entire plan doesn’t have to. This interactive workshop introduces the Creative Structure framework—a bottom-up method for realigning vision, resources, and stakeholder buy-in without starting from scratch. You will walk away with practical tools to:

• Map the “current reality” and isolate what still works
• Reconstruct roadmaps quickly, turning pivots into aligned progress
• Rally teams and executives around a shared vision in times of disruption

Leave ready to convert sudden shifts into sustainable momentum, no matter what curveball comes next.

Led by CJ Kelly, Head of Content, Fremont Bank

Elevate your financial marketing approach by infusing the emotional promise of your brand into every digital interaction. This session will reveal how to leverage AI-driven personalization, real-time engagement, and compliance-first strategies to transform transactional touchpoints into meaningful experiences. You will walk away with practical insights on:

• Delivering hyper-personalized messaging that maintains trust and meets regulatory standards
• Bridging the gap between brand identity and customer experience to foster genuine connections
• Leveraging AI-driven data and analytics to predict needs, enhance engagement, and inform smarter decisions
• Integrating technology and breaking down silos for a consistent, compliant, customer-centric marketing playbook

Create a unified, empathetic marketing framework that resonates with modern consumers while honoring the strict demands of the financial services landscape.

Accelerate business growth and engagement through marketing and sales alignment, as demonstrated by an award-winning investment bank. This session will highlight innovative approaches to marketing as a driver for sales enablement, focusing on data-driven strategies, social media campaigns, and multichannel content creation. Walk away with an action plan on:

• Structuring collaboration between marketing and sales to target and engage the right audiences.
• Leveraging digital marketing techniques, multimedia content, and fintech tools to secure leads and increase market share.
• Building high-impact campaigns to showcase deals, elevate client profiles, and drive investment opportunities.

Transform your marketing strategy into a powerful enabler of sales and business growth.