San Francisco, CA

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

2019 Agenda

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

    As organizations drive towards scale through robust centralized marketing organizations, organizations can often fall into the trap of a siloed organizational structure which leads to competing objectives and lack of understanding of customer end-to-end experiences, to the detriment of the business overall. Discover how you can:

    • Align organizational objectives & drive end-to-end customer sales experience understanding, while maintaining the centralized expertise of your marketing organization
    • Drive deep customer insights, an agile business approach, and maximize your business overall
    • Align the goals of marketing, customers, and your overall business

    Discover the digital techniques that drive sales results.

  • 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: Arrowhead Credit Union
    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
    • Where to start without going overboard or getting overwhelmed

    Leverage automation technology to increase your marketing effectiveness.

  • 10:30 AM
    Morning Break
  • 11:00 AM
    Industry Expert: Tata Consultancy Services
    Connect the Dots & Improve the Experience: Integrated, Programmatic Marketing for Financial Services Firms
    Sajan Jacob
    Global Head of Business Development and Strategy, UK and EU, Tata Consultancy Services

    Successful banks and other financial services firms have reputations and brands that convey trust. They have built products and services that clients need, and they have deep, robust technology infrastructures for executing transactions with great efficiency. Many have embraced digital channels for reaching and engaging clients and prospects and, ultimately, for building relationships with them. But in today’s world, true success focuses on the experience—the sum total of offerings, interactions, and transactions.

    Delivering a great experience is huge challenge in the fragmented digital world. An integrated, programmatic, and highly automated approach offers the best way to accomplish this goal. So: How do you do it? The short answer is by adopting a unified technology platform. A robust technology platform can unite and simplify your digital marketing activities (integration), allow you to be even more even more data-driven (programmatic), and to make it faster and easier than ever before (automated).

    Learn about:
    • Building a technology platform for digital marketing
    • Unique concerns for financial services firms
    • How to get started

  • 11:30 AM
    Case Study: Woodruff Sawyer & Co
    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.eting.

  • 12:00 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

  • 12:30 PM
    Networking Lunch
  • 1:30 PM
    Case Study: Western Union
    Develop Best Practices for your Data 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
    Industry Expert: Hootsuite
    2019 Social Media Trends for Financial Services you Need to Know
    Gloria Roheim McRae
    Manager Value Consulting, Hootsuite

    Whether looking for a new financial advisor on LinkedIn or using Facebook Messenger to send a digital payment, social media behaviors will continue to evolve in 2019. Learn about:

    • The changing digital habits of financial consumers
    • Key content strategies in the financial sector
    • How the financial sector will use social networks in 2019

    We'll provide you with a comprehensive overview of the social landscape, covering topics such as employee advocacy, social advertising, new data regulations, and the shifting digital behaviors of today’s financial consumer.

  • 3:00 PM
    Afternoon Break
  • 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
    William Bock
    VP, Ultimate Audiences

    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
    Industry Expert
    Leveraging Mobile Marketing to Increase Engagement and Loyalty
    Stephen Mello
    VP Strategy / Product Management / Product Marketing, Localytics

    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

  • 4:45 PM
    Case Study: Ascent Group
    Change the World in a More Positive Way through Lean Marketing!
    Kim McNealy
    CMO , Ascent Group

    Are you leading the charge - driving business growth, developing in-market campaigns, creating new products & services, delighting those you serve? How do you do more of it, faster and better? Master the success factors to:

    • Listen for customer and employee insights
    • Leverage your hypotheses based on in-market testing
    • Build your brand with agile, iterative processes.

    Use a cross-functional framework to accelerate your brand and marketing efforts.

  • 5:15 PM
    Closing Remarks and Conference Adjourns to Day 2
  • 5:25 PM
    Cocktail Reception on the 21st Floor
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: Wells Fargo
    Seeing from The Eyes of Our Customers
    Menekse Gencer
    SVP, Digital Transformation, Wells Fargo

    As organizations drive towards scale through robust centralized marketing organizations, organizations can often fall into the trap of a siloed organizational structure which leads to competing objectives and lack of understanding of customer end-to-end experiences, to the detriment of the business overall. Discover how you can:

    • Align organizational objectives & drive end-to-end customer sales experience understanding, while maintaining the centralized expertise of your marketing organization
    • Drive deep customer insights, an agile business approach, and maximize your business overall
    • Align the goals of marketing, customers, and your overall business

    Discover the digital techniques that drive sales results.

  • 9:30 AM
    Panel: Latest Trends
    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
    Tim Peters
    Content Strategist , Tata Consultancy Services

    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: Shutterstock
    Scaling Branded Content
    Mindy Loverin
    VP Strategic Partnerships, Shutterstock

    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. In this session, Mindy Loverin, VP of Strategic Partnerships at Shutterstock, addresses the problem of how brands have more options today to create content, yet are not set up to create content at scale. Actionable takeaways include how to scale content across multiple channels, learning which channels to prioritize for maximum engagement and types of content that resonate with customers.

  • 10:45 AM
    Morning Break
  • 11:15 AM
    Industry Expert: Equifax
    Maximizing Marketing Success
    Jeff Sporn
    Chief Digital Officer, Data-driven Marketing, Equifax

    After two decades supplying leading Financial Services clients with data, the burgeoning digital ecosystem has given Equifax the opportunity to help our clients navigate evolving marketing channels and tactics. We will discuss both the important role of 3rd party data in digital marketing for the Financial Services vertical as well as its challenges. Equifax believes the next hurdle for marketers is robust performance measurement of digital marketing to ensure resources (data, budget and efforts) are allocated effectively for maximum ROI.

  • 11:45 AM
    Case study: Charles Schwab
    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.

  • 12:15 PM
    Networking Lunch
  • 1:15 PM
    Case study: Podcasts & Content Marketing
    Maximize Long-Term Engagement and Drive Growth through Podcasts
    Tami Dorsey
    VP of Brand Journalism, Charles Schwab & Co.

    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.

  • 1:45 PM
    Industry Expert: Milestone
    How do drive traffic and leads to your website through Digital Marketing
    Sathya Krishnamurthy
    VP Product , Milestone

    We all face choices and constraints every day. You need to drive strong performance, but you also want to make sure you're building the brand. You can scale your display programmatic, or you can ensure you're in control of the efficiency. Reframe your strategies and actions based on the Power of AND. Take away:

    • Strategies to refocus on possibilities
    • How to identify and move away from false choices
    • Ideas to create value for the customer, the enterprise… AND you

    Discover valuable tools to transform your digital and traditional strategies.

  • 2:15 PM
    Case Study: Lending Club
    Building a New Asset Class Online at Lending Club
    Jessie Syzmanski
    Chief of Staff, Investor Group at LendingClub

    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.

  • 2:45 PM
    Afternoon Break
  • 3:15 PM
    Case Study: Credible
    The Power of “And” – Marketing Without Unnecessary Constraints
    Alan Gellman
    Former CMO, Credible

    We all face choices and constraints every day. You need to drive strong performance, but you also want to make sure you’re building the brand. You can scale your display programmatic, or you can ensure you’re in control of the efficiency. Reframe your strategies and actions based on the Power of AND.

    Take away:

      • Strategies to refocus on possibilities
      • How to identify and move away from false choices
      • Ideas to create value for the customer, the enterprise… AND you

    Discover valuable tools to transform your digital and traditional strategies

  • 3:45 PM
    Closing Address: Camico Mutual Insurance
    Organisational Leadership to Match Future Needs of Customers
    Jag Randhawa
    Vice President and Chief Technology Officer , CAMICO Mutual Insurance

    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.

  • 4:15 PM
    Conference Adjourns
February 27, 2019

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