San Francisco, CA

Tuesday, February 25th &
Wednesday, February 26th, 2020

2020 Agenda

February 25, 2020
  • 7:30 AM
    Registration and Breakfast
  • 8:20 AM
    Opening Comments from the Chair
  • 8:30 AM
    KEYNOTE: MEETING THE GLOBAL WORLD OF DIGITAL TRANSFORMATION
    Changing Customer Behavior and Experiences in The Digital Age
    Sheri Gilchrist
    Global Chief Marketing Officer , PGIM Investments

    Digital data and analytics are the new tools used to build business globally by raising awareness of your brand and standing out
    for the 24/7 customer. This session will allow you to examine the deeper roots of digital disruption find out how to harness delivering exceptional customer experiences and grow your business locally and globally. Gain blue sky thinking into:

    • Moving beyond multichannel towards DIY and instant 24/7 models
    • Balance mobile and online channel CX: Giving staff an holistic view across all touchpoints
    • Translate global customer requirements into new products and corporate growth
    • Adapt your marketing strategy for greater instant CX and personalization

    Deliver a dynamic personal touch with customers on their terms.

  • 9:00 AM
    INDUSTRY EXPERT
    Rock Your Marketing Operations Without Getting Fired or Staff Resistance

    Without the proper systems in place, marketing departments in financial companies struggle to produce legal and brand compliant content, quickly. Learn how to break down CX silos, revisit your technology stack and bring on marketing operations excellence. Leverage insights 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 operational tools, software and models that connect all the dots

  • 9:30 AM
    CMO POWER PANEL: MULTI-CHANNEL BRAND AWARENESS
    Unlocking the Optimum Omnichannel Customer Experience and Customer Acquisition Tactics
    Eileen Loustau
    Senior Vice President, Head of Marketing, Chevron Federal Credit Union
    Andras Lazar
    Managing Director & Head – North America Cards Marketing & Digital Acquisition, BMO Bank of Montreal
    Jennifer Borchardt
    Vice President, Omnichannel Experience & Strategy, Wealth Management, U.S. Bank
    Scott Redick
    Managing Director, Charles Schwab
    Alison Gensheimer
    VP, Digital Marketing, Wells Fargo

    Today’s customers are more empowered than ever before and the more your brand is “out there”, the more likely people are to find you, and remember you when they see you again. Multi-channel means that you’re always catching the prospect at the best moment and in the best way. Discover how to navigate your brand across all 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.

    Create a consistent experience at each touchpoint to drive your conversions.

  • 10:15 AM
    GUEST KEYNOTE: 360 OMNICHANNEL CX VISION
    Re-Thinking Your Customer Experiences in a Changing World 2020
    Jennifer Borchardt
    Vice President, Omnichannel Experience & Strategy, Wealth Management, U.S. Bank

    Successful financial services organizations are re-examining their consumer care and CX strategies in an emerging digital market. Learn how to become more competitive in the changing future world of CX excellence. Adopt best practices to:

    • Establish a more fully integrated holistic CX strategy add value, loyalty and engagement
    • Turn from a re-active towards a pro-active CX strategy across mobile, website & social media
    • Implement key lessons in change from both B2B and B2C

    Realign your CX initiatives with improvements to drive future digital and organic growth.

  • 10:45 AM
    Morning Break
  • TRACK A: DIGITAL TRANSFORMATION
    • 11:15 AM
      CASE STUDY
      Transforming Service and Product Designs in Today’s Experience Economy
      Brock Dubbels
      VP Experience Design, Bank of America

      Design thinking can support digital transformation. Mastering the digital user experience design lifecycle with an emphasis on empathy mapping is one of the key ways to remove friction across touchpoints. Develop a blueprint to:

      • Rethinking service designs and customer journeys in view of external digital disruptions
      • Designing experiences and products that integrate into your connected customer’s lifestyle
      • Creating a sustainable design-led culture and harnessing the benefits of co-creation

      Apply design thinking for more successful digital marketing and customer journeys.

    • 11:45 AM
      INDUSTRY EXPERT: THE AI-PROCESSED CUSTOMER EXPERIENCE
      A Sea Change for CX Professionals

      AI is causing a similar seismic shift for CX consuming vast amounts of data with far greater speed as they learn from interactions. Hear how AI systems can see, talk and hear to create AI-powered experiences that feel like natural human engagement. Change your thinking to:

      • Blend AI and traditional CX processes and thinking around new and existing products
      • Use VR, AR, AI chatbots, interactive video and 360 to get better information
      • Instantly see how customers are interacting with financial brands and services

      Apply lessons of high-level AI-enhanced measurements in a financial services setting.

    TRACK B: CONTENT MARKETING
    • 11:15 AM
      CASE STUDY: VIDEO CONTENT MARKETING
      Long-Term Engagement and Drive Growth through Video content
      Kobi Ben Meir
      Director of Marketing, Yalber (IAC best financial services online campaign, 2019)

      Any rich format content medium can stick with the audience and drive results. The media and content world today is 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.

    • 11:45 AM
      INDUSTRY EXPERT: THE DREAM-TEAM CONTENT POWER HOUSE
      Fighting Against Disposable Content!

      When was the last time you read, heard or saw something that stayed with you long afterwards? Gaining lasting value from content is increasingly rare. How to you prevent ‘disposable, weak’ content especially in financial services – find out more:

      • Explore content types; video, news, blogs and innovative ways of interaction
      • Adopting a mobile-first approach
      • How to Millennials and Gen Z’s respond to content?

      Build content strategies to engage with niche communities.

  • 12:15 PM
    Networking Lunch
  • TRACK A: DIGITAL DATA ANALYTICS
    • 1:30 PM
      INDUSTRY EXPERT
      Using Big Data to Drive to Unlock Lucrative Patterns and Loyalty Opportunities

      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/span>

      Create synergy between your firm’s data intelligence and CX efficiency.

    • 2:00 PM
      PANEL: TURNING DATA ANALYTICS INTO ROI:
      How to Monetize Customer Data and Enable Better Digital Marketing

      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.

    TRACK B: INNOVATIVE SOCIAL CX
    • 1:30 PM
      INDUSTRY EXPERT
      Build Exceptional Influencer Relationships & Excite Consumers With On-Trend, High-Impact Content

      Customer expectations have transformed how brands engage with their customers, ensure you are prepared to fully engage customers with your marketing. Find out how to build your own online community can help deliver a true CX sounding post: Grasp insights to:

      • Set up a community for new and exclusive customers
      • Build Customer Communities around your brand
      • Prospect digitally with personalized text/email campaigns

      Allow your customers to interact with each other to keep them engaged with the community

    • 2:00 PM
      PANEL
      Using Social Media to Build Brand Recognition in a Cost-effective Way
      Sheri Gilchrist
      Global Chief Marketing Officer , PGIM Investments

      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.

  • 3:00 PM
    Afternoon Break
  • 3:45 PM
    SOCIAL MEDIA SPOTLIGHT
    Responding to Conversations About Your Brand Through Social Listening Programs
    Kathleen Fetters
    Head of Digital Intelligence and Analytics, First Republic Bank

    With seamless brand monitoring abilities, you can spot patterns in mentions, allowing you to easily find your brand advocates. In this session your will pinpoint how to put your audiences first with an effective social listening program linking to better customer care strategy. Work with your team to nurture your communities, ensuring that no comment or question goes unanswered. Increase brand affinity, reduce response times, and measure your success. Source insights to:

    • Leverage social media listening tools to learn what your community is saying about your business
    • Narrow your focus on keywords that are relevant to your business and monitor your brand mentions across Facebook and Twitter
    • Add clarity to your analysis with sentiment labeling


    With seamless brand monitoring abilities, you can spot patterns in mentions, allowing you to easily find your brand advocates.

  • 4:00 PM
    GUEST KEYNOTE: LAUNCHING A FIRST-EVER MARKETING AUTOMATION SYSTEM
    Non-Technical Requirements for Digital Marketing Transformations
    Vickie Sherman
    Senior Vice President, Director of Integrated Marketing, Mechanics Bank

    Modern-day marketers know data and technology are requirements for automation, personalization, and Account Based Marketing. However, they can’t truly innovate or scale without marketing integration. So how does a single CMO effectively rally the enterprise? This session covers the experience of launching a first-ever marketing automation system in a strong company culture. Lead your own digital change:

      • Solving the constant state of strategic posturing, resource allocation, and project management
      • Your familiar corporate structure: the innate power dynamics that help and hinder
      • A retroactive look at brutal lessons learned on how to do it better next time
      • Integration of Sales, IT, Product, and Executive Leadership
      • Building your digital dexterity: One-size doesn’t fit all

    Leading It The intent is for attendees to come away with practical tips on how to get better outcomes for similar efforts in their own organizations.

  • 4:30 PM
    PANEL: MEASURING CUSTOMER HAPPINESS BEYOND THE NUMBERS
    Delivering A Continuous And Connected Digital Experience
    Yogesh Mehra
    Vice President, Head of Eagle Marketing, First Republic Bank
    Vickie Sherman
    Senior Vice President, Director of Integrated Marketing, Mechanics Bank
    Steph Zaharuk
    Senior Director, Digital Strategy, Best Egg
    Michael Almeraris
    VP, Head of Developer and Content Ecosystem, Grupo Santander Digital, Banco Santander

    Extending opportunities in the digital value chain will drive growth for fs leaders. Discover best in class design with a focus on customer journeys to improve customers’ digital experience and build loyalty. Source insights to:

    • Eliminate customer pain points
    • Allow customers to self-serve through digital
    • Create a personalized journey-based approach

    Create your truly optimized customer journey through customer co-creation and digital analytics.

  • 5:00 PM
    Conference Adjourns to Day 2
  • 5:10 PM
    Evening Reception
February 25, 2020
February 26, 2020
  • 7:30 AM
    Registration and Breakfast
  • 8:30 AM
    Opening Comments from the Chair
  • 8:30 AM
    KEYNOTE: FINTECH GLOBAL GAME OF THRONES
    From competition to competition to collaboration, financial inclusion in the digital era and new business models
    Matteo Rizzi
    Entrepreneur, Venture Partner, Societe Generale
    Author of ‘Fintech Revolution’ & ‘Talent & Rebels’, One of the 40 most influential FinTech executives in Europe,

    Building strong financial eco-systems is key in every society. Partner Fintechs with your marketing strategy to gain your competitive advantage with a new generation of financial services. Gather latest on:

    • Deepening the financial services reach
    • Knowing when to be an early adopter of technology vs building on legacy systems
    • Gaining internal support: More agile and wide-ranging internal behavior changes
    • Talent and Rebels: Dealing with corporate misfits – why large corporates can’t deal with disruptive talents
    • Emerging Fintech activities gaining ground in marketing: AI, CMS, marketing platforms, chat and pilots using Voice data

    Ensure your institution is leading the battle to innovate with marketing and fintech market tactics

  • 9:00 AM
    INDUSTRY EXPERT: MOBILE MOMENTS
    How Enhance Your Mobile Customer Experiences to Increase Conversions
    Edd Uzzell
    VP of Social Marketing, City National Bank
    Vickie Sherman
    - Senior Vice President & Director of Integrated Marketing , Rabobank
    Tim Peters
    Content Strategist , Tata Consultancy Services

    Customers and visitors have different needs from your mobile proposition. Find out what your customers want from your mobile site and what critical changes you need to make: Source insights on how to:

    • The changing face of mobile and what next for marketers
    • Building an integrated mobile, website and online seamless experience
    • Customize your sales area with clever cross-selling

    Building an integrated, robust mobile experience

  • 9:30 AM
    FINTECH & MARKETING POWER PANEL: REBEL FORCES
    Act Like a Start-up Bootcamp to Enable Collaborative Marketing Innovation
    Matteo Rizzi
    Entrepreneur, Venture Partner, Societe Generale
    Author of ‘Fintech Revolution’ & ‘Talent & Rebels’, One of the 40 most influential FinTech executives in Europe,
    Simone Brunozzi
    Founder & CEO, Fabrica
    Jennifer Hustwitt
    Senior Vice President, Marsh & McLennan Companies
    Matt Phipps
    Director, Marketing Activation, Silicon Valley Bank

    In the world of so called FinTech influencers there are many dreamers but very few doers. All financial service marketing functions that want to offer and/or utilize a fintech marketing solution must determine one of three paths: Build, Buy or Partner.  This panel discussion will discuss how you can evaluate the current needs, marketplace and potential opportunities for your marketing innovations.  Create a blueprint to:

    • Choose an innovative operating model that connects new ideas to business needs
    • Assess the pros and cons of your FinTech engagement strategies in marketing
    • Building the business case and supporting with best in class digital marketing plan

    Embedding FinTech into your digital marketing banking and FS ecosystem

     

  • 10:00 AM
    GUEST KEYNOTE: FEEDING THE 24/7 CONTENT MARKETING BEAST
    The Demand for Quality Content in an Omnichannel World
    Tami Dorsey
    VP of Brand Journalism, Charles Schwab & Co.

    In just a few years, the focus on content marketing has transformed go-to- market strategies across the industry. New distribution channels, personalization, automation, and analytics tools have forged new paths to customers. This session will discuss how one area will always remain a challenge for many organizations: producing quality content consistently.

    • Understand the changing demand and dimensions of a different type of content
    • Better manage the content part of content marketing
    • Build flexibility and scalability in your organization

    Keeping pace with the next generation of content competition: Producing quality content consistently.

  • 10:45 AM
    Morning Break
  • ENGAGING WITH INNOVATIVE CONTENT
    • 11:00 AM
      PANEL
      Amplifying The Voice Of Your Customer: Alternative Approaches to Digital Effectiveness
      Kevin Plumberg
      Head of B2B Content Marketing, Bank of the West

      If you’re looking to engage audiences, convert customers, and boost sales, it’s important to keep an eye out for the latest in digital marketing trends to keep competitive. And if you feel like you’re always slightly behind, don’t worry, you’re not alone: Discover how to:

      • Use new concepts, technology and tools for education to prioritize customers and test new products
      • Combine analytics with new models and software
      • Produce actionable results

      Collect, share and act upon your customer’s preferences.

    • 11:45 AM
      INDUSTRY EXPERT
      Working Together Against Disposable Content!

      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 how to:

      • Harness and sustain great content in a complex, global organization
      • Use different media: video, blogs and podcasts to support a diverse content strategy
      • Increase content quality through guidelines, standards and a style guide

      How to measure, adapt and reuse content across media Build content strategies to engage with diverse communities.

  • 12:15 PM
    Networking Lunch
  • 1:30 PM
    AFTERNOON KEYNOTE:
    SEO FOR ENHANCED WEBSITE EXPERIENCES WHICH INCREASE SALES
    Jennifer Hustwitt
    Senior Vice President, Marsh & McLennan Companies

    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.

  • 2:00 PM
    INDUSTRY EXPERT: PERSONALIZED FINANCIAL SERVICES
    What Do Consumers Want in The New Era of Digital Engagement?
    Jessie Syzmanski
    Chief of Staff, Investor Group at LendingClub

    While programmatic advertising has been around for decades and is an important aspect of a PPC campaign, the growth of social media advertising over the last few years has enhanced interest in it. How does programmatic advertising work on social media? Develop tools to:

    • Myths vs realities of programmatic growth across apps, mobile and video
    • How financial brands and agencies can benefit from delivering a personalized creative programmatic experience
    • Which technologies lend themselves to programmatic and digital marketing assets

    Pushing the boundaries of creative brand building and social media interaction

  • 2:30 PM
    Afternoon Break
  • 3:00 PM
    CASE STUDY: POWER OF PROGRAMMATIC ADVERTISING
    Media and Cross-device Technologies to Scale Up Acquisition

    While programmatic advertising has been around for decades and is an important aspect of a PPC campaign, the growth of social media advertising over the last few years has enhanced interest in it. How does programmatic advertising work on social media? Develop tools to:

    • Myths vs realities of programmatic growth across apps, mobile and video
    • How financial brands and agencies can benefit from delivering a personalized creative programmatic experience
    • Which technologies lend themselves to programmatic and digital marketing assets

    Pushing the boundaries of creative brand building and social media interaction.

  • 3:30 PM
    CASE STUDY: OPTIMIZING THE DIGITAL CUSTOMER JOURNEY
    Storytelling in Financial Services

    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!

  • 4:00 PM
    Conference Adjourns
February 26, 2020

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