Agenda

February 22, 2018
  • 7:30 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comment from the Chair
  • 8:30 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

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

  • 9:15 AM
    Spotlight
    Developing Content to Build Brand Recognition

    Every financial brand needs a content plan. Develop a content marketing strategy that develops value for your customers. Create a plan to:

    • Harness the content that your company already creates
    • Create content that offers value to your customers
    • Become a subject matter authority to your client base

    Enhance your brand recognition with a content marketing strategy.

  • 9:30 AM
    CMO Panel
    Building a Digital Marketing Strategy to Drive Transformation
    Deborah Mersino
    CMO, Oregon Community Credit Union
    Paris Chevalier
    Chief Marketing Officer, Xceed Financial Credit Union

    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

  • 10:00 AM
    Spotlight
    Enhance Penetration and Market Share with Mobile Integration

    Mobile has continually transformed how consumers interact and transact. Go beyond mobile banking to increase awareness, engagement, and acquisition for your brand. Access consumers and improve revenue with advice from thought leaders to:

    • Generate value from mobile interactions and advertising
    • Deliver mobile-web optimization and native apps
    • Couple mobile wallet and loyalty offers

    Protect market share and expand mobile footprint cost-efficiently.

  • 10:15 AM
    Morning Break
  • Data and Analytics Track
    • 10:45 AM
      Industry Expert
      Advanced Segmentation and Clustering Techniques for FIs to Identify and Convert for Increased Profitability

      Big data and analytics now allow marketers to use algorithms to define customer segments. Identify new and valuable sub-segments to predict user behavior and make insights actionable. Take back to your office strategies to:

      • Define attributes of high-value visitor groups
      • Consider multiple and complex variables
      • Prioritise targeting activities based on insights

      Target new to increase your profitability.

    • 11:15 AM
      Case Study: brightpeak financial
      How Big Data and Behavioral Science Shape the Future of Marketing in Financial Services

      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.

    • 11:45 AM
      Industry Expert
      Winning the Loyalty War in the Age of Big Data

      Loyalty matters more than ever today. Quantify loyalty and leverage the deluge of data available in the Big Data age. Take back to your office strategies to:

      • Enable fast analytics using big data
      • Monetise loyalty using analytics
      • Utilise data to increase loyalty

      Heighten your influence over client sentiment through strategic use of data.

    Innovation Track
    • 10:45 AM
      Industry Expert
      Determining Your Approach, Framework and Strategy to Make Sense of Your Data

      Marketers have a wealth of data to deal with. From your CRM to social media to specific campaigns, explore how you can best extract value from data. Get a plan to:

      • Determine what data you have and what you need for your objectives
      • Make sense of the data while avoiding paralysis by analysis
      • Continuously improve your marketing effectiveness

      Align your strategy and resources to extract the most value from your data to grow the bottom line

    • 11:15 AM
      Case Study: AutoGravity
      Accelerate Your Growth With Native App Marketing
      Serge Vartanov
      CMO, AutoGravity

      The rising tide of investment into FinTech (financial technology) has paved the way for a generation of start-ups offering native apps to better serve consumers. Understand how FinTech start-ups use digital marketing to reach consumers with their apps using precision previously impossible in the financial services industry. Learn how to:

      • Understand just how your customers are engaging with your company’s app
      • Set up an infrastructure to tie your marketing spend to in-app behavior at the user level
      • Optimize digital marketing to attract customers who actually engage with your mobile apps.

      Take away an action plan for reaching your users with the same precision as app-based FinTech start-ups.

    • 11:45 AM
      Industry Expert
      Explore Opportunities and Solutions to Win Customers in the Digital Era

      What’s working in digital marketing today? Hear how you can best reach, engage and convert your customers. Through this exclusive gathering of leading marketers, source insights on:

      • Merits and performance of digital channels
      • Data, customer insights and analytics
      • Strategic integration across touchpoints

      Source best practices from top marketers to build your marketing strategy.

  • 12:15 PM
    Networking Lunch
  • Omni-channel Strategy
    • 1:15 PM
      Industry Expert
      Look Beyond the Transaction to Develop Meaningful Digital Relationships With Customers

      Even in the digital world, your financial services rely on strong relationships with their clients. Develop your relationships using the most recent tools available to you. Create a plan to:

      • Engage customers with value-adding digital content
      • Meet customer needs via apps
      • Build relationships in micro-moments

      Improve your customer relationships in a digital world.

    • 1:45 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, Consumer Marketing, Financial Engines

      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.

       

    • 2:30 PM
      Industry Expert
      Develop an Omni-Channel Relationship Strategy to Better Serve Financial and Advisory Services

      B2B relationships in the digital era are still based on relationships. Build an omni-channel marketing and relationship model anchored on client segments. Develop a plan to:

      • Start the omni-channel conversation by understanding customer segments and their journeys
      • Determine touch points to client experience and the service delivery model and channel
      • Enable key digital capabilities

      Strengthen your B2B relationships with digital technologies.

    Innovation
    • 1:15 PM
      Industry Expert
      Humanize Your Digital Experience with Personalization Technology

      In the digital age, customers are no longer forming strong relationships with the financial brand they covet. Your customers are turning online for a better experience. Discover how personalization technology can:

      • Improve your customer experience and customer satisfaction
      • Drive more loyalty among your best customers
      • Decrease your marketing costs with a just-in-time approach

      Discover the fundamental technologies that can humanize your digital customer experience.

    • 1:45 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.

    • 2:30 PM
      Industry Expert:
      Personalize Your Customers’ and Visitors’ Website Experiences to Increase Conversions

      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.

  • 3:00 PM
    Afternoon Break
  • 3:30 PM
    Spotlight
    Employ Artificial Intelligence to Improve Financial Marketing Efficiency, Reduce Costs and Increase Returns

    AI has the ability to perform tasks that once required menial labor, faster, cheaper and on a greater scale. Embrace AI to achieve more while spending less on your marketing efforts. Source practical tips to:

    • Perform automated A/B testing on a massive scale
    • Engage customers with chatbots
    • Use customer data to provide a customised experience

    Get greater value from your marketing efforts with the power of artificial intelligence.

  • 3:45 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.

  • 4:30 PM
    Case Study: Arrowhead Credit Union
    Branding in the Era of FinTech
    Emily Friesen
    SVP Strategic Marketing, Arrowhead Credit Union

    It is becoming more and more difficult to reach prospects and customers in the increasingly competitive financial industry. Break through the clutter and create your brand’s ownable space in order to differentiate your business. Create a roadmap to:

    • Identify and manage the right creative agency to generate innovative work
    • Make sure your new brand is digital-ready
    • Develop a competitive landscape analysis to identify your audience gaps and opportunities

     

    Take away a road map and best practices for a modern brand.

  • 5:00 PM
    Conference Adjourns
  • 5:05 PM
    Evening Reception
February 22, 2018
February 23, 2018
  • 7:30 AM
    Registration and Breakfast
  • 8:00 AM
    Opening Comment from Chair
  • 8:15 AM
    Keynote: Oregon Community Credit Union
    Stand Out – 8 Tips for Successful CX Transformation in a Crowded Marketplace
    Deborah Mersino
    CMO, Oregon Community Credit Union

    Source eight tips to differentiate your financial institution through CX and hear why it’s critical to clarify leadership roles around CX, establish your vision and harness the 6 competencies required for CX Transformation to be competitive in today’s marketplace. Come to this lively session chock full of examples, research and insights. You’ll walk away with a roadmap to:

    • Take CX to the next level at your organization
    • Understand why so many financial institutions fail to gain traction, deliver on projects and/or truly differentiate
    • Know what you need to do to step up, lead and compete in the one area that 75% of companies last year claimed was their number one priority – improving CX

    Develop a strategy to differentiate your brand through customer experience.

  • 8:45 AM
    Industry Expert
    Using Social Media to Build Brand Recognition in a Cost-effective Way

    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.

  • 9:15 AM
    Power Panel
    Taking Advantage of Emerging Trends to Improve Your Marketing Strategy
    Jim Olsen
    Principal, Marketing Communications, Edward Jones
    Amy Gago Hicks
    Director, Marketing, Assurant

    New technologies, data sources and innovations offer opportunities, but only for institutions that are on top of new trends. Source new innovations to gain your competitive advantage. Gather insights on:

    • The role of data in marketing
    • New touchpoints and channels
    • Emerging technologies in marketing

    Stay on top of the latest marketing innovations to develop your competitive advantage.

  • 10:00 AM
    Spotlight
    Use Automation to Gain a Competitive Advantage in a Digital World

    Financial services marketers face a thousand new challenges in this increasingly digital world. Embrace automation to optimise your marketing efforts and increase revenue without adding to your headcount. Source practical tips to:

    • Maintain brand consistency in all client communications
    • Automate and personalise client touches with email nurtures
    • Empower brokers/advisors with templated emails and campaigns

    Leverage automation technology to increase your marketing effectiveness

  • 10:15 AM
    Morning Break
  • Innovation
    • 10:45 AM
      Panel: B2B Marketing
      Developing a Digital Marketing Strategy to Meet the Unique Needs of B2B Clients
      Brian Dema
      Director of Marketing Strategy, Silicon Valley Bank
      Kate Biagini
      Director - Client Strategies & Analytics, Franklin Templeton Investments

      B2B clients have different expectations and behaviors than their consumer counterparts.  Develop a strategy to fit the unique needs of your B2B clients. Gain expert advice on:

      • Selecting appropriate digital channels for B2B marketing
      • Developing the right brand voice for your clients
      • Assessing KPIs for B2B marketing campaigns

      Create a marketing strategy that resonates with your B2B clients.

    • 11:30 AM
      Industry Expert
      Tap into the Power of Social Advertising, Engagement and Storytelling

      Expand your audience and sustain engagement using social as a one-to-one touch-point. Hear how social media can allow your organization to interact and evolve with customers. Develop tools to:

      • Curate content to empower and educate consumers
      • Build emotional connections outside of the sales cycle
      • Improve advertising and profiling

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

  • 12:00 PM
    Networking Lunch
  • Content Marketing
    • 1:00 PM
      Industry Expert:
      Use Content to Attract, Retain, and Grow Share of Wallet

      Most marketers in the financial industry use content marketing, but only 25% of those consider themselves to be effective. Cut through the noise and keep your audience engaged with a unique content strategy. Get practical tips to:

      • Build long-term relationships with your consumers by providing value
      • Recognize where and when to engage customers along your brand journey
      • Deliver content in a timely fashion while staying compliant

      Implement winning strategies used by best-in-class financial partners to elevate your content.

    • 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
      Industry Expert
      Maximize the Effectiveness of your Content to Build Deeper Trust with Your Audience

      In the financial services industry, establishing credibility with your audience is a critical ingredient for building mutually beneficial relationships. Ensure the content you’re putting out is high quality, accurate, and compliant. Hear best practices to:

      • Meet current web accessibility standards
      • Enforce legal compliance across your website
      • Build trust by improving the accuracy of your content by identifying errors, misspellings and broken links across your websites

      Gain the trust of your customers with better quality content.

    • 2:30 PM
      Case Study: Charles Schwab
      Drive Conversion and Maximize ROI with Engaging Video Content
      Tami Dorsey
      Editorial Director, 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.

    Innovation
    • 1:00 PM
      Industry Expert
      Introducing Service Design to Improve Customer Experience

      A national or international financial institution can create a complex service environment. Embrace service design as a means to remove silos, place your customer within the decision making process and to consider the holistic service experience. Develop a strategy to:

      • Introduce and implement service design
      • Create champions of service design
      • Improve customer experience across multiple channels

      Apply service design to improve your customers’ experience across channels.

    • 1:30 PM
      Case Study: Xceed Financial Credit Union
      How Smaller FIs Can Compete in the Digital World
      Paris Chevalier
      Chief Marketing Officer, Xceed Financial Credit Union

      Credit unions and other smaller financial institutions may lack the resources of their largest competitors, but that doesn’t mean they can’t compete. Explore how your institution can win market share via digital marketing. Source a plan to:

      • Employ low-cost digital marketing tools
      • Capture markets underserved by larger FIs
      • Use your smaller size to be more agile in marketing

      Use digital marketing tools to better reach your customers and compete with larger institutions 

    • 2:00 PM
      Industry Expert
      Making the Transition to Mobile-first

      Mobile is the new standard. Explore optimal ways to build awareness, engagement and retention for your smartphone-connected target audience. Source practical tips from best practice brand examples in financial services to:

      • Sync mobile advertising with other elements of the marketing mix
      • Achieve an action plan to improve your current smartphone strategy
      • Make the transition to mobile first

      Adopt a mobile-first approach to give your customers the experience they want.

    • 2:30 PM
      Case Study: Reinsurance Group of America
      Using B2B Digital Marketing to Enhance client Experience
      Susan Carrillo
      VP, Global Marketing, Reinsurance Group of America

      What works for retail financial services won’t necessarily work for B2B institutions. Develop a digital marketing strategy that works for your audience. Develop a plan to:

      • Develop branding for a B2B market
      • Support relationship development with clients
      • Develop a digital marketing strategy specific to B2B needs

      Win over B2B customers with relevant digital marketing.

  • 3:15 PM
    Afternoon Break
  • 3:45 PM
    Case Study: Homebridge Financial Services
    Improving Web Page Load Time to Improve Conversions and Customer Experience
    Ryan Parker
    Assistant VP, Interactive Marketing, Homebridge Financial Services

    Your web page is an essential touchpoint for your customers and load time has a major influence on their experience. Improve your load time to better serve your customers. Develop a plan to:

    • Understand how load time affects conversion
    • Assess how it affects customer experience
    • Improve web page load time

    Improve your customers’ experience with faster loading web pages to

  • 4:15 PM
    Case Study: Protective Life
    Creating a Mobile-first Design to Improve Digital Experience
    Carrie Liang
    Assistant Vice President, Brand and Digital Marketing, Protective Life

    A mobile-first design with a focus on customer journeys has the potential to improve customers’ digital experience. Apply key pillars to improve your customer satisfaction. Source insights to:

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

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

  • 4:45 PM
    Conference Adjourns
February 23, 2018

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