San Francisco, CA

Tuesday, February 26th &
Wednesday, February 27th, 2019

2018 Agenda

February 22, 2018
  • 8:00 AM
    Registration and Breakfast
  • 8:50 AM
    Opening Comment from the Chair
    Roger Figueiredo
    Director, Enterprise Demand Gen & ABM, Shutterstock
  • 9:00 AM
    KEYNOTE: CONTENT MARKETING
    Manage Your Content Marketing to Build Passionate Financial Clients
    Robert Rose
    Chief Strategy Officer, Content Marketing Institute

    Content marketing is huge, with brands dedicating 25% of their budget to it. Manage your content to guarantee ROI on your spend. Source insights to:

    • Develop a content marketing strategy that works for your financial services group
    • Tell a consistent story that engages clients
    • Measure content marketing and communicate the results to stakeholders

    Engage your customers and grow your client base with properly managed content.

  • 9:45 AM
    Case Study: Rabobank N.A.
    Building a Digital Marketing Strategy to Drive Transformation
    Juan Silvera
    CMO, Rabobank N.A

    It’s clear that digital is the way forward for financial services marketers, but making that transition is no easy feat. Jump-start your transformation with insights for the planning, design, and execution of a comprehensive digital marketing strategy. Develop a blueprint to:

    • Evaluate priorities and strategic objectives
    • Overcome common hurdles and barriers
    • Facilitate change within your organization

    Source your plan of action from leading financial services CMOs

  • 10:30 AM
    Industry Expert: Veriday
    The Simple Business Case for Lowering your Cost of Lead Generation
    Marc Lamoureux
    CEO, Veriday

    The cost of acquiring leads is not cheap in the financial service industry. Enterprise marketers can stretch their marketing budgets by adding an additional distribution channel for their marketing activities.

    • How to balance enterprise marketing budget
    • Reduce cost per lead
    • Increase customer engagement
  • 11:00 AM
    Morning Break
  • Data and Analytics Track
    • 11:30 AM
      Industry Expert: Demandbase
      Account-Based Marketing in a Financial Services World
      Peter Isaacson
      CMO, Demandbase

      Account-Based Marketing is becoming a standard marketing strategy for most B2B companies. But what are some of the best practices, and how are financial services companies applying an account–based approach to their business? In this session, you’ll learn the following:

      • What are the critical steps to a high performing Account-Based Marketing strategy?
      • What are other financial services organizations doing with ABM?
      • How can you measure success using ABM?

      Learn how ABM can drive more pipeline and revenue for your business.

    Innovation Track
    • 11:30 AM
      Industry Expert: Hootsuite
      Navigating the Journey to become a Social Business
      Amy McIlwain
      Global Industry Principal, Financial Services, Hootsuite

      There is unimagined business disruption brought on by mobile, social and real-time technology. Suddenly it’s a world where your customers are always online, in any location, and on any device - learning and interacting with your brand. Hear real-world examples on:

      • Best practices to manage risk and drive revenue via social while remaining compliant
      • How to digitally transform in a highly regulated, mature industry
      • Ways to involve and educate internal stakeholders on a brand new social strategy
      • Actionable strategies to unify your client’s journey from attainment to close and retention
  • 12:00 PM
    Room Change Break
  • 12:05 PM
    Case Study: brightpeak financial
    How Big Data and Behavioral Science Shape the Future of Marketing in Financial Services
    Ahti Hujanen
    Chief Architect and Implementation Officer, brightpeak financial

    Financial spending and saving is a rich area of exploration for big data studies. What’s missing is an exploration of people’s attitudes about spending and saving, as well as their behaviors leading up to those action. In this session, source insights on:

    • The importance of converging motivation, ability and triggers to change behaviors
    • Examples on how behavioral change is needed to drive outcomes
    • Real case studies on what has worked and what hasn’t

    Source a strategy to leverage big data and behavioural science to drive business results.

  • 12:35 PM
    Industry Expert: Shutterstock
    Scaling Branded Visual Content
    Mindy Loverin
    VP of Strategic Partnerships, Shutterstock Custom

    As Mary Meeker outlined in her 2017 internet trends report, adults are spending an average of 3+ hours per day looking at digital media on mobile devices. It’s no surprise that this behavior is driving mobile ad spend and an increasing demand for engaging content with shorter time frames to get it done. Address the problem of how brands have more options today to create content, yet are not set up to create content at scale. Master the success factors to:

    • Scale content across multiple channels
    • Learn which channels to prioritize for maximum engagement
    • Understand which types of content resonate with customers

    Create content at scale across multiple channels.

  • 1:05 PM
    Networking Lunch
  • Omni-channel Strategy
    • 2:15 PM
      Industry Expert: Valassis Digital
      Understanding Data Privacy When Delivering Personalization
      Ryan Britton
      Executive Director, Valassis Digital
      Stefan Mayo
      Executive Director, Valassis Digital

      More detailed overview on session: Delivering delightful and seamless experiences that anticipate your most valuable clients’ needs is no longer just “nice to have,” it’s fast becoming expected. At the heart of these dynamic, personalized experiences is a detailed understanding of who your clients really are using: purchase intent, location history, media preferences over time, and much more.

      During this session, we will discuss how Financial Institutions can deliver on these expectations by connecting data to a flexible Omni channel ecosystem that enables action on the insights.

      You’ll walk away with:

      • An understanding of how data can build a holistic view of your client to deliver the personalized message their expecting
      • Hear case studies on how our personalization methodology has worked for other FI’s
      • Inspiration to deploy relevant messaging to your clients that drive account signups while gaining incremental sales

      Improve your customer relationships in a digital world.

    • 2:45 PM
      Power Panel: Omni-Channel
      Developing an Omni-channel Strategy for Your Financial Brand
      Christina Klenotic
      SVP, Head of Digital Marketing, KeyBank
      Yogesh Mehra
      Director, Marketing Strategy and Channels, Financial Services Industry

      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
      • Anticipating customers’ changing needs

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

    Innovation
    • 2:15 PM
      Industry Expert: ContentSquare
      Personalize Your Customers’ and Visitors’ Website Experiences to Increase Conversions
      Kristin Heaney
      Head Financial Services and Banking, ContentSquare

      Customers and visitors have different needs from your website. Personalize your site to give users the experience they need. Source insights on how to:

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

      Enhance the experience of all your web users to drive returns.

    • 2:45 PM
      Power Panel: MarTech
      Navigating the MarTech Landscape to Make the Most of Your Investments
      Amit Pandya
      Corporate Vice President, Digital Marketing, Retail Annuities, New York Life
      Ravi Misquitta
      SVP, Marketing Strategy and Technology, Franklin Templeton

      The MarTech landscape has grown with now over 5,000 vendors serving the space. This number is up several thousand percent from just 5 years ago. So, with all of these new offerings, how do you respond? Gain insights on:

      • Whether to choose several large providers and go with a central model
      • Maximizing go-to-market timing vs. building the best tool-set
      • Measuring success across the growing number of channels with the growing number of technologies

      Develop a plan to make the most of your MarTech investments.

  • 3:30 PM
    Afternoon Break
  • 4:00 PM
    Case Study: First Republic Bank
    Social Listening Strategy – How Listening to Social Media Conversations Can Inform Your Business Strategy and More
    Kathleen Fetters
    Head of Digital Intelligence and Analytics, First Republic Bank

    It has been said many times, but the key to being a great conversationalist is to be a good listener. The same holds true when it comes to social media and the various ways in which we communicate with consumers each day. Today organizations are realizing that the best content and business strategies come from what consumers are saying they need, want and expect. This session will cover the importance of building an information network at your organization where social listening influences content strategy, product development, sales, overall business decisions and so much more.

  • 4:30 PM
    Case Study: AIG
    Improving Your Digital Marketing Through Targeted Campaigns
    Bryeanne Summers
    Art Director, AIG

    Various target markets react differently to marketing efforts. Enhance your campaigns by targeting them to your specific audience. Create a strategy to:

    • Adapt your campaigns to different audiences
    • Customize your marketing materials for local and international audiences
    • Improve your client acquisition with focused efforts

    Develop a focused marketing strategy that resonates with specific audiences.

  • 5:00 PM
    Conference Adjourns
  • 5:05 PM
    Evening Reception
February 22, 2018
February 23, 2018
  • 8:30 AM
    Registration and Breakfast
  • 9:20 AM
    Opening Comment from the Chair
    Roger Figueiredo
    Director, Enterprise Demand Gen & ABM, Shutterstock
  • 9:30 AM
    Case Study: Square
    Evolution of Measurement and its Impact on Paid Media Spend
    Amy Loh
    Paid Marketing Lead, Square
    Guli Zhu
    Head of Marketing Analytics, Square

    An explosion of marketing tech and data is both a blessing and a curse to marketers, analysts, and data scientists. How do you navigate the "data swamp" to ensure campaigns are measured properly and learnings applied to inform marketing strategy? Learn about:

    • How Square has evolved its measurement capabilities over time
    • Guiding principles to improve campaign measurement
    • How to apply better data and analytics to drive increased growth and efficiency across paid marketing channels

    Marry data best practices with marketing know-how to accelerate top-line growth.

  • 10:00 AM
    Panel: Social Media
    Source Best Practices for Social Media in Financial Services
    Prashant Kumar
    Vice President Strategic Group, Persado
    Michael Fenech
    Global Social Content & Strategy, Western Union
    Jennifer Heyman
    VP Social Media, Wells Fargo

    The world of financial services marketing poses unique challenges and opportunities for social media marketers. Make the most of your social investments. Sources insight on:

    • Balancing speed and creativity with compliance
    • Selecting the right social platforms for your brand
    • Measuring the performance of social campaigns

    Gain exclusive insights into what works – and what doesn’t – for social media in financial services.

  • 11:00 AM
    Morning Break
  • 11:30 AM
    Industry Expert: EVERFI
    Unlocking the ROI of Financial Education: Six Steps for Your 2018 Marketing Plan
    Mike Lovell
    VP of Marketing, EVERFI

    According to a study by Powered Inc., consumers that complete educational content as part of an evaluation process are 29x more likely to buy when compared to traditional media advertising. Sharpen your strategy by leveraging best practices from institutions like TCF Bank, Regions Bank, Community First Credit Union, and more, to maximize your content marketing and financial education investments and differentiate your institution. In this session, we will discuss:

    • How financial education can double your email open rates
    • Best practices to utilize consumer education for consumer marketing
    • Choosing the distribution channels where education is most efficacious
    • How to gain buy-in and track the results of your content marketing

    Leverage educational content to enhance your marketing plan.

  • 12:00 PM
    Case Study: 1st United Credit Union
    You’ve Got Me-mail: Maximizing Data for Email Automation
    Sarah Cecchin
    Senior Vice President, Marketing & Communications, 1st United Credit Union
  • 12:30 PM
    Networking Lunch
  • 1:30 PM
    Case Study: Western Union
    Tell a Human Story to Drive Business
    Karen O’Brien
    VP, Global Social Media, Brand and Engagement, Western Union

    In this session, learn how one financial institution is building content and partnerships about personal finance, entrepreneurship, leadership, and culture—while driving business among all Americans. Gain insights on:

    • How to become a media company
    • How to craft the best media partnerships to reach demographic groups
    • How to protect your brand’s voice – while tapping into the authentic voice, and sensibility, of media partners

    Use relatable human stories to drive your business.

  • 2:00 PM
    Case Study: Charles Schwab
    Drive Conversion and Maximize ROI with Engaging Video Content
    Tami Dorsey
    VP of Brand Journalism, Charles Schwab & Co.

    Including video on a landing page can increase likelihood of conversion by up to 80%. Capture and hold your customers’ attention with video storytelling. Source practical tips to:

    • Make the most of your video budget
    • Tell the right stories and channels for your brand
    • Optimize for mobile platforms

    Reach your customers with video storytelling to attract new business.

  • 2:30 PM
    Afternoon Break
  • 3:00 PM
    Conference Adjourns
February 23, 2018

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