Agenda - Day 2

Explore how to cultivate a transformative growth philosophy by aligning marketing innovation with enterprise-wide objectives. Drawing from his experience as the first-ever CMO of Ameritas, Brent Korte will share strategies for leveraging digital transformation and cutting-edge technology to deliver measurable business results. Take back to your office strategies to:

• Develop a centralized marketing framework that integrates data science and customer insights to fuel revenue growth.
• Create a digital transformation roadmap to drive innovation and build strategic enterprise capabilities.
• Align branding, ESG, and DEI initiatives with corporate growth agendas to strengthen customer engagement.

Enrich marketing leadership to drive growth, innovation, and measurable success across your organization.

Economic headwinds and rising competition are making traditional acquisition channels less reliable and more expensive. Referral marketing provides a high‑trust, low‑cost alternative—turning satisfied customers into powerful brand advocates who drive new business and deepen loyalty. You will walk away with actionable strategies on:

• Positioning referral programs as a scalable, cost‑efficient channel that outperforms paid acquisition during downturns.
• Designing and launching referral incentives that tap into trust, authenticity, and social proof.
• Measuring—and continually optimizing—the impact of advocacy to deliver sustained growth and resilience

Build a referral engine that fuels dependable customer acquisition, strengthens loyalty, and safeguards revenue when market conditions are uncertain.

Discover how early adopters discern the most impactful business use cases, separating reality from hype and swiftly involving relevant internal stakeholders. Adopt best practices to:

• Navigate a use case from pilot setup to execution stage.
• Address privacy and bias concerns within internal teams and external customers.
• Identify opportunities to upskill your teams with AI-powered tools.

Optimize your AI capabilities to unlock new levels of efficiency, innovation, and competitive advantage in your marketing strategies.

Break into smaller groups of approximately 10 industry peers to work through a series of questions and challenges to share knowledge on a particular topic that is most critical to your role and business.

A: THE SCIENCE OF MARKETING IMPACT
Connecting Marketing Efforts to Measurable Business Results

Led by Polis Pavlidis, Senior Director, Marketing Analytics & Data Science, Visa

B: MARKETING BUDGET PLANNING

Benchmarking Marketing Investment in 2025

Led by Mary Griffin, Senior Director, Growth Marketing, Silicon Valley Bank

C: DOING MORE WITH LESS

Driving Impact with Lean Teams

Led by Kathryn Farthing, Director, Growth Marketing, MaxMyInterest

D: BEYOND COOKIE-CUTTER COMMUNITY PROGRAMS

Positioning Your Organization to Uniquely Enrich Communities and Differentiate Your Brand

Led by Stacy Kendall, Senior Vice President, Marketing & Community Impact, Plumas Bank

In a time of economic uncertainty, financial services marketers are under more pressure than ever to deliver measurable results — often with fewer resources and higher expectations. So how do you do more with less, without compromising impact? Join Epsilon’s top industry experts for a high-impact panel discussion on the strategies helping leading brands cut through complexity, increase marketing efficiency, and drive meaningful customer outcomes in 2025 and beyond.

You’ll walk away with practical tips on how to:

• Maximize media ROI through smarter, addressable digital strategies.
• Leverage AI & Identity to personalize owned channels and drive 2x–10x conversion gains.
• Retain more customers through loyalty programs that span multiple lines of business.
• Unlock deeper insights with advanced data enrichment and next-gen CDP analytics.

Boost efficiency, elevate engagement, and harmonize messages across channels to ensure every marketing dollar works harder.

Connect with the right consumers and drive adoption through a robust go-to-market strategy, partnerships, targeted marketing and consumer education. Key insights from this fireside chat will include:

• Crafting a go-to-market strategy that addresses financial complexity while earning consumer confidence.
• Working with a wide range of partners and targeted campaigns to connect with the right audience.
• Overcoming the challenge of building awareness and trust for a new product in select markets.

Bring a new or complex financial product to market with a strategic approach to build trust, educate customers and connect with the right audience.

Scale engaging digital experiences effectively through the right strategy and tools, while maintaining compliance and delivering meaningful connections. Future-proof your marketing efforts through practical tips on:

• Leveraging interactive content, webinars, and virtual events that connect with your audience and strengthen relationships.
• Scaling video and content creation with AI to maximize impact.
• Harnessing first-party data to optimize campaigns, improve content performance, and drive ROI.

Unlock the power of intelligent engagement to build stronger customer connections, improve marketing efficiency, and achieve scalable growth.

Develop precision and a deep understanding of how to allocate resources effectively to drive measurable results. This session will delve into the science behind budget allocation, media mix success, and marketing attribution to ensure your campaigns reach the right audience at the right time. You will walk away with actionable insights on:

• Evaluating and optimizing your media mix to maximize ROI and customer engagement.
• Leveraging advanced attribution techniques to measure the true impact of your campaigns.
• Aligning performance marketing strategies with broader organizational goals to achieve scalable success.

Harness performance marketing to create high-impact campaigns that deliver measurable business growth.

“You’re on mute.” We’ve all heard it too many times, but for financial marketers, it’s more than a Zoom issue — it’s a brand issue. Rigid brand control and compliance fears often “mute” your most authentic and impactful storytellers: your people. But here’s the truth: your team’s voices can confidently amplify your brand and stay compliant at the same time. This session will provide tangible advice to:

• Build a digital brand fueled by human-centric content.
• Empower your team to confidently share branded, compliant content.
• Equip your executive team with resources to elevate their digital personal brands to strengthen your organization’s reputation.

Encourage your team to bring their human voices to the forefront of your brand’s story and get ready to drop the mic.