JW Marriott San Francisco
San Francisco, CA

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

2019 Agenda

February 26, 2019
  • 7:30 AM
    Registration and Breakfast
  • 8:30 AM
    Opening Comments from the Chair
  • 8:45 AM
    Trends in Digital Innovation
    Melissa Musgrove
    Award-winning Marketer, former VP, Head of Social Media, Regions Bank

    Innovation in technology is changing our everyday lives, creating seismic shifts in consumer expectations and behavior. In order to compete, brands must put innovation at the heart of every decision, from R&D to Marketing to Customer Service. Melissa Musgrove explores how and why consumer behaviors are evolving, discusses key technologies and products leading the
    evolution and shares how individuals at every level can implement strategies and new ways of thinking to be more
    innovative and customer-centric.

  • 9:30 AM
    Case Study: Power of Social Advertising to create Customer Communities
    Tap into the Power of Social Advertising, Engagement and Storytelling
    Natasha Ranchigoda
    AVP Marketing , UNIFY Financial Credit Union

    Engage your customers to be your brand representatives by choosing the right customer stories to feature. Reach millennials with integrated digital and CX campaigns that tap into authentic customer communities. Develop tools to:

    • Empower your customers to be brand representatives
    • Build Customer Communities around your brand
    • Augment your presence in Social through customer stories

    Build relationships with customers to make the most of your marketing budget.

  • 10:00 AM
    Case Study:
    The Road to Marketing Automation
    Emily Friesen
    SVP Strategic Marketing, Arrowhead Credit Union

    Automating your marketing sounds fantastic, but the path to get there can be murky. Learn the behind-the-scenes strategies to help you set up a successful program. You'll leave with:

    • Common wins and misses
    • A step-by-step guide to preparing your team and organization/li>
    • Where to start without going overboard or getting overwhelmed

    Leverage automation technology to increase your marketing effectiveness./em>

  • 10:30 AM
    Morning Break
  • 10:45 AM
    Industry Expert

    All marketing to your customers should be intriguing, engaging, relevant and appreciated. But today, too many marketers are focused on shouting at their customers instead of listening to what they actually want. Learn how financial services brands are putting an end to generic marketing and using machine learning and intelligence to provide meaningfulness and personalization in every customer interaction

  • 11:15 AM
    Case Study:
    Vendor Evaluation Strategy

    With rapid innovation, an overwhelming number of digital tools and technologies have emerged. Discover which digital marketing tools the top companies are investing in. Source a blueprint to:

    • Grasp which tools are necessary for your digital marketing strategy
    • Evolve your marketing through new trends
    • Acquire strategies to innovate your messaging and customer engagement

    Comprehend where and what to source and implement when transforming your digital marketing.

  • 11:45 AM
    Industry Expert: IntelligenceBank
    Streamline Content Creation to Stay Compliant and Impactful
    Todd Eckler
    General Manager, US, IntelligenceBank

    Managing the exploding need for more content in this always-on world creates challenges for financial services companies that also need to stay compliant and keep audit trails. Optimize your internal and external marketing and creative teams and learn how process and technology can save you time, money and headaches. Learn how to:

    • Reduce the time required to create and approve new content
    • Understand new ways to leverage personalization technologies
    • Find ways to reduce the risk of unlicensed or uncompliant being used

    Take away new strategies that streamline your marketing and creative efforts

  • 12:15 PM
    Networking Lunch
  • 1:30 PM
    Case Study: Western Union
    Develop Best Practices for your Digital Marketing Analytics
    Michael Fenech
    Global Social Content & Strategy, Western Union

    Financial institutions are familiar with analytics, while Digital Marketing is emerging in their use of analytics for customer growth. Yet, practices keep evolving. Fortify the impact of your data analytics for marketing with state-of-the-art practices. Create a roadmap to:

    • Leverage data and establish your strategic objectives
    • Strategize on the prioritization of large amounts of collected data
    • Ensure the impact of your analytics on the success of marketing growth

    Source best practices to refine your analytics for digital marketing

  • 2:00 PM
    Industry Expert: Veriday
    Smarter Content Personalization Strategies: The Missing Link In Customer Marketing
    Marc Lamoureux
    Co-founder and CEO, Veriday

    Personalization should go beyond attaching a first name in an email. Customers expect personalized content and want a human connection with organizations. Financial firms must explore smarter content personalization strategies that force them to think about their audiences and the context for their various interactions; a prerequisite for delivering great customer experiences!

    Develop a blueprint to:

    • Find a fit for content personalization
    • Extract insight from existing information
    • Prioritize strategies and audiences

    Walk away with a five point plan for implementing the right omni-channel personalization strategies.

  • 2:30 PM
    Afternoon Break
  • 3:00 PM
    Industry Expert: Hootsuite
    Gloria Roheim McRae
    Manager, Value Consulting, Hootsuite

    With social channels growing and developing audiences every day, it pays to keep all your social media management in one place. Maximize your ROI on social by scheduling, managing, and reporting on social engagements, while keeping your presence active across your accounts 24/7.

  • 3:30 PM
    Panel: Interactive Digital Marketing
    Exceed Customer Expectations with Interactive Personalized Digital Marketing
    Leslie Goldstein
    VP Marketing, Affluent Customer Segment, Wells Fargo
    Stephanie Caronna
    Vice President, PVSI Operating Committee , Wells Fargo
    Hemali Gajaria
    AVP Marketing , Technology Credit Union

    Use interactive personalized digital marketing to guide your customers through a sales and learning path that is personally meaningful. Customer expectations have transformed how brands engage with their customers, ensure you are prepared to fully engage customers with your marketing. Grasp insights to:

    • Deliver personalized digital experiences to exclusive customers
    • Provide a customized first-time experience for every customer
    • Prospect digitally with personalized text/email campaigns

    Allow your customers to interact with personalized content that keeps them engaged throughout the whole experience.

  • 4:15 PM
    Conference Adjourns to Day 2
  • 4:20 PM
    Cocktail Reception
February 26, 2019
February 27, 2019
  • 7:30 AM
    Registration and Breakfast
  • 8:30 AM
    Opening Comments from the Chair
  • 8:45 AM
    Case Study:
    End-to-End Digital Experiences that Activate your Salesforce
    Menekse Gencer
    SVP, Digital Transformation, Wells Fargo

    Digital experiences have changed the role of financial sales teams to focus even more on building strong relationships, supplemented by digital assets. The right mix of blended technological support can support the “bionic banker” as digital transactions provide opportunities for relationship-driven customer management. Discover how you can:

    • Retain valuable clients with the right mix of digital and face-to-face touchpoints
    • Create the right menu of assets & experiences to drive sales across the customer journey
    • Decrease your marketing costs with a just-in-time approach

    Discover the digital techniques that drive sales results.

  • 9:30 AM
    Embrace the latest Trends to Enhance your Marketing Strategy
    Edd Uzzell
    VP of Social Marketing, City National Bank
    Vickie Sherman
    - Senior Vice President & Director of Integrated Marketing , Rabobank

    What’s working in digital marketing today? Grasp how leaders are implementing the latest trends to enhance the marketing campaigns and to best convert customers. Source insights on:

    • Metrics, analytics and performance of digital channels
    • Digital media buying best practices
    • Brand safety and integrated marketing strategy

    Discover best practices from to build your marketing strategy.

  • 10:15 AM
    Industry Expert:

    Many marketing measurement solutions are failing to provide enough value - understanding the purchase path by segment, knowing where digital ad spend is wasted or even optimizing spend and forecasting. Leaders in marketing measurement contribute use data to improve the company's bottom line in revenue and productivity, achieving improvements in conversion rates, lead generation and increased sales.

    Many companies are missing out on insights from added lifetime value or demographic data. Learn more about ways that you can be a leader in marketing measurement and achieve significant value for your organization.

  • 10:45 AM
    Morning Break
  • 11:15 AM
    Case Study:
    Content Marketing to Drive Engagement and Trust
    Tim Rickards
    Marketing Director, Charles Schwab

    Today, all marketing is content marketing. Can you leverage content you do not own and turn it into an advantage? Use new technology to match content to customers in digital, personalized micro-moments. Drive engagement and adoption by creating an managing a segment-focused engagement plan. Source insights on:

    • How to understand the characteristics, the wants and the needs of your target audience
    • Strategize on the right message and content to inspire audiences to engage and become customers
    • Ways in which financial marketers can determine if content is resonating with their audience

    Create a content plan that will engage your audience and drive adoption.

  • 11:30 AM
    Case study: Podcasts & Video Marketing
    Maximize Long-Term Engagement and Drive Growth through Podcasts
    Tamar Dorsey
    Editorial Director , Charles Schwab

    Any rich format content medium can stick with the audience and drive results. Content marketing strategies that use engaging audio content can reach users on their commute, in the gym, and many other places video isn’t suited. Source practical tips to:

    • Determine KPIs for integrated campaigns including audio content
    • Making the most of highly-engaged subscribers
    • Optimize your audio content for top- and mid-funnel results

    Sustain customer engagement with audio storytelling to attract new business.

  • 12:00 PM
    Networking Lunch
  • 1:00 PM
    Industry Expert: Milestone
    Is Your Business Ready for Voice Search?
    Anil Aggarwal
    CEO , Milestone

    Voice search and voice assistants are the future of SEO. Staying relevant and winning the search race is becoming harder. Learn what you need to do to stay ahead of the pack. Get key takeaways:

    • See how voice search is changing the consumer landscape
    • Understand how voice search works and the technology involved
    • Create a roadmap to make your website compatible

    Take away critical information to help build your modern SEO vision.

  • 1:15 PM
    Case Study: Woodruff Sawyer
    B2B Digital Marketing to Modernize a 100-Year Old Brand
    Jeff Fenigstein
    Vice President of Marketing and Sales Operations, Woodruff Sawyer

    What works for retail financial services won’t necessarily work for B2B institutions. The challenge is to determine the tools needed to enact a digital sales & marketing strategy that works for your audience. In a sales-driven company, how can Marketing get a seat at the table and bring a 100-year-old firm up-to-date on the latest in digital marketing and sales enablement? In this fast-moving session, you’ll learn how to:

    • Get executive buy-in for building essential marketing infrastructure & drive results
    • Develop a plan for B2B marketing team transformation and acceleration
    • Uncover hidden barriers to organizational change

    Win over B2B customers with relevant digital marketing.

  • 1:45 PM
    Industry Expert: Shutterstock

    Build engaging digital experiences from the ground up, with worldwide access to innovative tools and AI-driven asset classification to make your messaging resonate with your target customers. Accelerate your time-to-market with pre-set asset sizes for social platforms for integrated multi-channel campaign development.

  • 2:15 PM
    Afternoon Break
  • 2:45 PM
    Case Study:
    Mobilizing your Employees as Brand Ambassadors
    Jessie Syzmanski
    Chief of Staff, Investor Group at LendingClub

    Digital tools and platforms excel at enhancing the reach and effectiveness of new asset classes, and increasing adoption rates makes it doubly important to build trust and deliver timely content. Cut through the noise and gain practical tips on:

    • Establishing the value proposition of a new kinds of assets
    • Diversifying your investor base
    • Build long-term relationships by matching your customers with value

    Implement winning strategies used by first-mover disruptors.

  • 3:15 PM
    Closing Address:
    Organisational Leadership to Match Future Needs of Customers

    Digitization has radically transformed the marketing profession, and marketing has been affected by the digital transformation most rapidly. Have leadership practices kept up? Between people leadership and market leadership, the playbook needs to be rewritten. Take away key insights on:

    • Leadership skills needed for future success
    • Mobilize your team towards a common vision
    • Strong people leadership during a time of digital disruption

    Set your team up for success in a time of rapid change.

  • 3:45 PM
    Conference Adjourns
February 27, 2019

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