Forum 2017 Agenda

The agenda for The Financial Brand Forum 2017 is packed with strategy sessions, how-to workshops and killer breakout presentations that are guaranteed to build both your brand and your bottom line.

We work closely with our lineup of all-star speakers to carefully craft an agenda that’s all about “how to” instead of “why you should.” By focusing on “how” instead of “why,” you will arm yourself with concrete ideas and strategies you can implement immediately. Nothing but practical ideas and actionable advice about the most critical branding, marketing and advertising problems facing financial marketers today — candid, direct, honest and focused on results.

Keynote Speakers

Ray Davis, Chairman of Umpqua Bank

ray_davis_bookRay Davis pioneered a customer-centric banking strategy and culture that has not only transformed his organization but challenged the entire industry as well. Davis reimagined the customer experience and delivery model, completely reinventing what a bank looks like, how it operates, and how it engages the communities it serves. Since 1994, when Davis first joined as CEO, Umpqua has grown from six locations with $140 million in assets to more than 330 locations with $24 billion in assets.

Davis chronicled Umpqua’s growth and success in his books, Leading for Growth: How Umpqua Bank Got Cool and Created a Culture of Greatness and Leading Through Uncertainty: How Umpqua Bank Emerged from the Great Recession Better and Stronger Than Ever. Today, thanks to its innovative strategy, Umpqua Bank’s brand is universally admired around the world and across the entire financial industry.

Read Article About Ray Davis's Journey

Eric Ryan, Co-Founder & Chief Brand Architect of Method

eric_ryan_soapEric Ryan definitely knows what it takes to stand out in a price-sensitive category that’s dominated by a handful of big players. Sound familiar? In a study of 75 product categories, banks were among the least differentiated. Much like soap, banking is one of the most commoditized industries around — everyone basically says and sells the same things. That’s why the message that Ryan has for financial marketers is so relevant.

By fusing his passion for style and design with the strategic principles of brand building and corporate culture, Ryan has created one of the world’s most admired and respected brands — Method, with 200 different products in four continents. In this featured keynote, Ryan explains why you need to put culture before process, and shares the secrets of differentiation in a highly commoditized and ultra-competitive industry.

Read Article About Eric Ryan's Journey

Dr. Jonah Berger, Professor of Marketing at Wharton

jonah_berger_bookDr. Jonah Berger is the Professor of Marketing at the Wharton School at the University of Pennsylvania, where he teaches courses on customer behavior, and often consults with Fortune 500 companies. Dr. Berger earned his PhD in marketing from the Stanford University Graduate School of Business, and has spent more than 15 years studying consumer psychology and decision making. He is a best-selling author, and has been widely published in the world’s most respected and influential business journals.

In this featured keynote presentation, Dr. Berger will explore the forces that secretly control the choices we make every day. He blends business strategy, human psychology and social science to remove the cloak of invisibility from the external factors that influence people’s decisions, equipping you with practical tools to shape consumer choices and drive growth. This is a must-see presentation for anyone responsible for persuading others to take action.

Read Article About Jonah Berger's Insights

Dr. Tina Seelig, Professor/Management Science & Engineering at Stanford University

tina_seelig_bookDr. Tina Seelig teaches courses on creativity, innovation, and entrepreneurship at Stanford. She is also a faculty director of the Stanford Technology Ventures Program. She earned her Ph.D. in Neuroscience from Stanford University. Over the course of her career, she has written 17 books and created a dozen different games for children. She is one of the world’s foremost authorities on the subjects of creativity and innovation.

In this keynote presentation, Dr. Seelig will teach you a set of tools that anyone can use to unlock their “Innovation Engine.” Demystify the creative process and learn the scientific methods that will allow you to unleash your true innovation potential and cultivate creativity across your organization.

Register now, before it's too late!

The Financial Brand Forum 2017 kicks off May 17th. Don’t wait, time is running out!

ForumX Speakers

The Forum 2017 will feature a series of short, high-level strategic presentations from notable experts and world-class speakers focused on what you need to do to prepare yourself and your institution for the future — like TEDx for bankers.

Half-Day Workshops – $265 Each

(Limited to bank and credit union attendees.)

Digital Marketing Workshop: How To Build Your Strategy & Make the Shift

jim_pannosJim Pannos
CEO
Pannos Marketing
jason_diasJason Dias
Owner & Chief Creative Officer
Eloquent Online

Digital marketing is changing the way financial institutions reach new customers. Is your strategy adapting to the changing ways that consumers now shop for financial products? This fast-paced, hands-on session will bring together all the necessary components of a successful digital marketing strategy, and show you best practices for developing an ROI-focused approach.

What You’ll Learn:

  • How to Prioritize — Where you will get the most clicks for your dollars, and when to consider other channels that may not produce similar click-through-rates but help improve your overall performance.
  • Building a Budget — What factors influence costs and where you can find efficiencies.
  • Content Marketing — How does it fit within your overall digital marketing strategy.
  • Analyzing & Managing Performance — Key performance metrics, what you should expect, and how you can improve results.
  • Presenting to the C-Suite and Board — The right ways to engage senior leadership in digital marketing discussions.

Onboarding & Cross-Selling Workshop: Winning Tactics for Community Institutions

michael_browningMichael Browning, CEO at Onovative

You know it’s essential to connect with new account holders in their first 90 days, but most institutions aren’t doing enough to target them. A successful cross-selling strategy hinges on delivering the right offers at the right time. In this three-hour workshop, you will learn how to up your game with a cross-selling strategy that increases your share-of-wallet and accelerates the profitability of both new and current account holders.

What You’ll Learn:

  • How to build an onboarding and cross-selling communications framework that achieves your institution’s strategic goals
  • How to identify and prioritize ripe cross-selling opportunities that lurk in the data you already have
  • How to drive ridiculous conversion rates by leveraging a combination of both digital media and print communications
  • How to refine and focus your strategy by building and implementing feedback loops

Growth Strategies Workshop: Aligning Marketing and Execution to Increase Profitability

sean_payantDr. Sean C. Payant, Chief Consulting Officer at Haberfeld Associates

Aligning marketing initiatives and execution is critical to the overall success of your financial institution. In this informative workshop, you will learn proven, data-driven strategies to significantly increase accountholder acquisition, growth, and profitability. Learn the best practices today’s banking providers use to successfully tackle accountholder growth and engagement. This workshop will show you how to optimize your product strategies, policies and procedures, and sales processes to remove barriers to account acquisition. You will also learn effective, multi-channel targeted marketing strategies that yield superior performance.

What You’ll Learn:

  • Specific strategies to increase core deposits, loans and non-interest income
  • Consistent and proven approaches you can use to steal more market share from your competitors
  • Proven methods of engaging new and existing accountholders to deepen relationships and improve retention
  • How to build alignment between marketing initiatives and execution throughout your organization
  • Strategies to significantly increase the acquisition rate of profitable retail and business accountholders

Loan Growth Workshop: Marketing Loans in the Digital Age

stephen_nikitasStephen Nikitas, Senior Strategy Director with Harland Clarke

The ultimate goal of any loan marketing program is to generate more credit applications from quality customers as cost-effectively as possible. In this workshop, you will learn how to market lending products to both current account holders and new prospects in ways that will generate the highest ROI for your financial institution. Take loan marketing to a higher level — learn the strategies and proven techniques that will most efficiently achieve the best results in your future loan acquisition campaigns.

What You’ll Learn:

  • How to build integrated direct marketing campaigns that grow your institution’s lending portfolio
  • How to choose the communications channels that will drive the most loan/credit applications back to your institution
  • How to use propensity scoring and predictive analytics to predict future purchasing patterns and target prospects with greater accuracy
  • How to identify the credit products that hold the greatest ROI potential
  • How to pre-screen consumers for credit campaigns while ensuring you comply with the Fair Credit Reporting Act and Firm Offer of Credit guidelines

Brand Strategy Workshop: Differentiating in a Sea of Sameness

gina_bleedornGina Bleedorn, CXO at Adrenaline

Brands today face an existential challenge: innovate or die. Today’s brands can’t hide — consumers demand transparency and a brand’s ability to adapt to consumer expectations is critical to their success. It is survival of the fittest, and only those brands that can create meaningful connections and provide tangible value to their audiences will be the ones that survive. Branding in the financial industry presents an even greater challenge: consumer engagement is low and differentiation is near impossible.

What You’ll Learn:

  • How to make your brand relevant to the audiences you want to reach
  • How to identify and understand your targets
  • How to evaluate the competitive landscape
  • How to develop a unique value proposition for your organization’s brand
  • How to successfully launch your brand in your market

Strategic Planning Workshop: Finding Your Blue Ocean Strategy

zunaira_munirDr. Zunaira Munir, Senior Expert in the Global Blue Ocean Strategy Network
Sponsored by MARQUIS

Lasting success comes not from battling competitors in an already crowded marketplace, but by creating a “blue ocean” of opportunity — a new, untapped new space ripe for growth. That’s the driving principle behind the Blue Ocean strategy.

Based on the international bestseller that has sold more than four million copies, this approach is built on a decade-long study of more than 150 strategic moves spanning over 30 different industries. This rich, multi-media workshop includes interactive exercises that will give participants a practical jumpstart on developing their own Blue Ocean strategy.

What You’ll Learn:

  • The logic, methodology and systematic tools you need to build your own Blue Ocean strategy
  • How to apply a Blue Ocean strategy in your organization, using hands-on exercises
  • How to innovate and create new markets while minimizing risk
  • How to develop and align the three strategy propositions: value, profit and people
  • Real examples and case studies of organizations that have created their own Blue Oceans of uncontested market space
  • How to avoid the common traps that keep organizations anchored in existing market space

Branch Design Workshop: Crafting Your Branch Experience in an Omni-Channel World

anthony_burnettAnthony Burnett, Customer Experience Director at LEVEL5

Transactional efficiency is being displaced by a customer experience that drives engagement and grows market share. Study after study proves that when consumers need loans and credit-based products, they prefer face-to-face human interaction in a branch.

In this workshop, you will learn how to construct an omni-channel branch experience — one that drives results by making emotional connections with both consumers and your community. This workshop brings substantive clarity and purpose to branches, and includes a step-by-step plan that produces returns for stakeholders.

What You’ll Learn:

  • How to develop a total branch solution that drives engagement and market share
  • How to develop your own play book for your branch experience
  • How to link demography and market potential indices to your value proposition
  • How to integrate powerful branding elements into your branch design
  • How to select the right technologies and automation tools that connect with consumers
  • How to layer in training to maximize your returns
  • How to develop KPIs to track effectiveness and establish ROI

Breakout Sessions

Acquisition Strategies: Getting Consumers to Make the Switch

jim_dellavillaJim Dellavilla, Chief Client Officer at Catalyst

If you’re not thinking about your switching process, you are overlooking one of the most powerful tools financial institutions can use to boost acquisition. Financial marketers frequently talk about products and offers, but there’s no emphasis on switching… which is exactly where many potential customers stall. Consumers perceive the switching process as an unsavory, complicated and arduous chore. And who can blame them? The inconvenience of changing automatic payments, automatic billing and debit cards is a major pain. In this session, you will learn five ways you can overcome inertia by optimizing your switching process.

What You’ll Learn:

  • How to boost your account acquisition success by streamlining your switching process
  • Consumer attitudes, feelings and preferences as they consider making the switch
  • The best ways to communicate with prospects who are looking to switch banking providers
  • How to identify friction and pain points in your switching process, and how to overcome them
  • How your marketing communications can persuade consumers you’ve resolved their issues with switching
  • Specific examples of marketing materials from institutions doing it well (and who’s not)

Using Marketing Metrics and Media Models to Optimize Your Strategic Plan

david_kersteinDavid Kerstein
President
Peak Performance Consulting Group
marilois_snowmanMarilois Snowman
CEO
Mediastruction

With the exponential explosion of new marketing channels, it is increasingly critical to determine precisely what is driving sales. How should you balance spend across multiple channels and justify your budget? Many financial marketers still rely on intuition and gut instinct. This session focuses on the tangible ways in which you can increase marketing ROI, with practical examples tailored to the needs of community/regional banks and credit unions. Includes lessons you can take home and implement immediately.

What You’ll Learn:

  • How to increase marketing efficiency and generate more sales by allocating and optimizing marketing dollars across media channels
  • Going beyond basic attribution models — what really matters and how to measure it
  • How one community-based institution completely retooled its approach to allocating their marketing budget and planning their media mix
  • How to sell your CEO and CFO on the true economic value of marketing and its impact on sales

How to Transform a Traditional Community-Based Institution Into a National Digital Bank

carie_kellyCarie Kelly
AVP/Direct Channel Manager
Radius Bank
jeff_nowicki_90x90Jeff Nowicki
AVP/Partnerships Manager
Radius Bank

Not long ago, Radius Bank had six branches. Today, with just one branch, Radius effectively serves customers in all 50 states through a digital retail platform built with an amalgamation of fintech partnerships. In this session, Radius will show you how to leverage a combination of digital marketing and innovative fintech solutions so you too can attract deposits from customers across the nation. Learn what works, what doesn’t, and what to avoid from an experienced team that spent their time in the trenches.

What You’ll Learn:

  • How to pull off the transition from brick-and-mortar delivery model and go fully digital
  • How to acquire customers online instead of in branches
  • How to transform a traditional community-based institution into a national digital bank
  • How to choose the right fintech partners so you can rollout innovative new digital services/solutions
  • How marketing can successfully position a smaller institution against multi-billion dollar big bank behemoths
  • How to build your digital media marketing plan to support a virtual model
  • How to leverage new marketing technologies in ways that directly drive sales

Rethinking Growth Metrics and Digital Marketing ROI in a Mobile-First World

joe_meier_smallJoe Meier, Principal Analytical Lead at Google

Online advertising revolutionized marketing measurement, but now mobile has revolutionized the digital space. Over 75% of online adults ages 18–54 start an activity on one device, then continue (or finish) it on another. 76% of people who search on their smartphones for something nearby ultimately visit a brick-and-mortar location that same day. But many financial brands are still relying on legacy desktop marketing metrics to drive strategy in a world that’s gone mobile. Mobile creates massive new opportunities to engage with consumers for financial institutions that rethink their business objectives and ROI metrics.

What You’ll Learn:

  • What Matters – How to align your internal teams to the business objectives and marketing metrics that matter most in a mobile first world
  • What’s Working – How to identify gaps in your measurements and fill them with new tools and metrics
  • What’s Possible – How to focus on total potential growth, not efficiency or optimization of individual campaigns, devices and channels

Harnessing the Power of Data Analytics to Achieve Strategic Brand Alignment

martin_kelly_90x90Martin Kelly
Chief Marketing Officer
Firefly CU ($1.1 billion in assets)
mark_weber_90x90Mark Weber
CEO and Founder
Weber Marketing Group

In a dynamically shifting world, it’s critical that your institution’s overarching strategic plan align everything together — your growth goals, the evolution of your retail delivery channels, your internal culture and your external brand experiences. If you’re not using the power of data analytics to drive these decisions and tie your strategy together, you’re behind the curve.

In this session, you’ll learn how leading financial institutions are leveraging insights gleaned through data analytics to achieve strategic clarity and improve their marketing ROI.

What You’ll Learn:

  • How data-driven insights will help you build alignment among key stakeholders for your institution’s strategic plan and future vision
  • How to leverage data analytics to align your brand strategy with business objectives, redefine your customer experience, and create a clear roadmap for future technology and branch plans
  • How to integrate psychographic modeling, lifestyle segmentation and heat map scoring into your marketing and growth plans
  • How a $1 billion financial institution uses data to bring renewed focus to their corporate growth initiatives

Proven Strategies to Shape Your Institution’s Culture

jim_perryJim Perry, Senior Strategist at Market Insights

Throughout the financial services industry, there is growing awareness that culture is critical to the customer experience and marketing success. Yet despite clearly stated missions, visions, and values, many banks and credit unions end up with a jumble of employee behaviors and practices that diminish productivity and limit success.

At a time when staff roles are evolving, senior talent is leaving and workforce requirements are changing; culture ends up happening whether you focus on it, or not. This session will look past the obvious tactics of influencing culture through training and hiring; and share the practical, everyday practices that bank and credit union leaders can utilize to actively and intentionally shape their culture.

What You’ll Learn:

  • Three reasons most culture change initiatives fail, and how to avoid them
  • How to identify and manage the drivers of culture
  • How to improve employee engagement and help employees transform old habits
  • How to demonstrate the connection between new cultural behaviors and marketing success

Identifying and Implementing the Right Marketing Attribution Model

korey_thurberKorey Thurber, Chief Data and Analytics Officer at Harte Hanks

With traditional media, accurately assessing and quantifying marketing success wasn’t easy — how much business could a financial institution attribute to their TV, print, radio or direct mail campaigns? However, with the rise of digital channels and identity resolution, the promise of marketing measurement and attribution is now a reality. Today, there is no excuse. Robust attribution solutions rooted in statistical techniques and mathematical fundamentals have become a critical part of the modern marketer’s toolbox. In this session, you will learn about the different attribution models used today, which ones work, which ones don’t, and how to get your attribution solution off the ground.

What You’ll Learn:

  • Which attribution model your institution should implement based on its specific situation, goals, priorities and objectives
  • How to integrate attribution data into your strategy and drive better decisions that will significantly improve marketing effectiveness
  • How to accurately optimize and refine the performance of increasingly fragmented and complex campaigns
  • Potential roadblocks to implementing an attribution solution and how to overcome them

The ROI of Digital Onboarding

michael_balsimoMichael Balsimo, Former VP/Marketing Officer at Peoples Bank

When Peoples Bank realized that 39% of the their customers had only one or two accounts after banking with them for at least a year, their marketing team knew it had to improve cross-sell ratios and increase adoption rates for the bank’s digital services. Find out how Peoples Bank is engaging digital consumers in ways that produce greater retention rates, higher balances and more revenues.

What You’ll Learn:

  • How to get more customers to adopt and utilize the sticky digital services and solutions that increase their profitability
  • How to build a program driven by product propensity and focused on cross-sell
  • Where to start with your digital onboarding strategy, and what to plan for next
  • How to uncover additional revenue opportunities by maximizing existing- and new relationships
  • Why success with making a new customer profitable hinges on what you do in their first 90 days

Customer Experience Marketing Strategies for the Modern CMO

chris_snookChris J. Snook, Author of Digital Sense and Brand Humanizer At Large

The lines between “marketing” and the “experience” blur more and more every day, requiring financial marketers to focus their attention squarely on CX. In this session, Chris J. Snook, the best-selling author of Digital Sense will show you how to use an Experience Marketing Framework to effectively engineer a 360 degree marketing plan that delivers measurable ROI. In the Digital Age, achieving amazing marketing results hinges on delivering amazing customer experiences.

What You’ll Learn:

  • How to link marketing, technology and the customer experience in a single, cohesive strategy
  • What an Experience Marketing Framework looks like and how to build one
  • How to align the digital transformation of your institution with the increasing demands of today’s consumers
  • How to integrate “design thinking” into your CX strategy
  • Marketing strategies and technologies that optimize the customer experience

Winning Small Business Banking Relationships

bill_handelBill Handel, VP/Research & Development at Raddon, a Fiserv company

Small businesses are an attractive segment for financial institutions looking to diversify their earnings and accelerate growth. Unfortunately, two out of every three small businesses are already doing business with a megabank. How can you go toe to toe with the industry’s biggest players and hope to be competitive? What technology and product deficiencies might be holding you back, and how can you bridge these gaps? This session will show you how your institution can more effectively meet the needs of small businesses, and where you need to address their priorities and preferences in your marketing.

What You’ll Learn:

  • What small businesses look for when selecting their primary financial institution
  • How to ensure your institution is positioned to successfully compete against megabanks and capture more market share from small businesses
  • The technologies and features you should highlight when marketing to small business customers
  • How to identify and capitalize on consumer accounts masquerading as business accounts

Leveraging Social Media Channels to Advertise Financial Products and Services

meredith_olmsteadMeredith Olmstead, Founding Partner at SocialStairway

For years financial institutions have been using Facebook, YouTube, LinkedIn, Twitter, Instagram, Pinterest and Pandora as content marketing channels and to build communities around their brands. But can these social networks be used for more than just “engagement?” How can social channels be used to advertise banking products like home loans, auto loans and checking accounts? This session answers financial marketers’ big questions about paid social media marketing programs — from what lookalike campaigns on Facebook cost, to how pre-roll campaigns on YouTube work. Includes examples and case studies.

What You’ll Learn:

  • The various advertising models and pricing options available on the top social media platforms
  • The minimum advertising investment required by each social media network
  • Which social media channels you should consider in your digital marketing mix
  • How much (if any) of your marketing budget should be allocated to social media

Advanced Search Strategies That Go Beyond SEO and PPC

wil_reynoldsWil Reynolds
Director of Digital Strategy
Seer Interactive

As a financial marketer, your job is to help people find solutions to problems. But how can you tell whether someone searching for a “home loan” is just a dreamer vs. an actual buyer, and how might you market to each group separately? Search engines can give you the answers you need. Google isn’t just a SEO “ranking engine” — it’s a rich analytics tool that can bring you closer to your customers and accelerate your marketing ROI.

In this session, you’ll learn how today’s advanced marketer can use Google to better understand consumers and how to ensure you give them what they truly want. As one of the world’s foremost authorities on SEO and search strategies, Wil will show you how to turn keyword analysis into a research engine that generates actionable marketing insights. A mix of both strategy and tactics, this presentation will change the way you look at Google forever.

What You’ll Learn:

  • Tools to help you better understand your customer’s needs and how you are solving (or not) solving them
  • How to extract more value and results from the top rankings you already have
  • How to identify threats in changes to search results, and how to pivot your strategy
  • Can you compete with content sites? How to find the opportunities where you can, and where you can not

Don't wait, register now!

The Financial Brand Forum 2017 kicks off May 17th. Register now, before it's too late!

7 Human Behavior Hacks That Increase Engagement and Response Rates

nancy_harhutNancy Harhut,
Chief Creative Officer at the Wilde Agency

The emerging field of decision-science will soon have a game-changing effect on how marketers communicate. More and more evidence is uncovered every day by social scientists, neuroscientists, and behavioral economists that proves people are hard-wired to behave in ways that follow predictable patterns. Even though consumers think they are in control, the fact is they make up to 95% of their purchase decisions subconsciously — automatically and instinctively. And these automatic behaviors can be prompted! This has huge implications for how financial institutions approach marketing — how you design pages and display ads, structure offers, write subject lines and craft content. By injecting these proven principles of social science into your marketing campaigns, you will significantly increase both engagement and response rates.

What You’ll Learn:

  • The psychological triggers that drive consumers’ decisions and influence choice
  • How to incorporate consumer psychology into your marketing strategy
  • How to leverage surprisingly persuasive scientific principles like availability bias, scarcity, social proof and choice architecture

How Predictive Analytics Can Deepen Customer Relationships

steven_ramirezSteven Ramirez
CEO at Beyond the Arc

New technologies and emerging channels are generating rich sources of valuable data. To grow, up/cross-sell and retain relationships, financial marketers must learn how to turn this data into rich insights. That’s why predictive targeted marketing has quickly become one of the most powerful strategies available to financial institutions today. This session will show you how to significantly improve marketing outcomes, produce higher response rates and increase ROI without a proportional increase in marketing costs. Includes case studies and real-world examples.

What You’ll Learn:

  • How to build algorithmic models that strengthen relationships, maximize revenues and reduce customer attrition
  • How to identify the most profitable segments to target — in the right channels, and at the right time
  • How to translate your raw data — customer behaviors, transaction patterns, buying habits, late payments, unusual activity, social media interactions, etc. — into actionable marketing strategies

How Regions Bank Drives Revenue Through Social Media

melissa_musgroveMelissa Musgrove, VP/Head of Social Media at Regions Bank

Regions Bank is undeniably one of the most successful financial institutions in the world when it comes to social media. They are active in no less than nine different social networks, including Facebook (236,000 Likes), Twitter (20,000 Followers), YouTube (4.8 million video views), and LinkedIn (45,000 Followers). This is your opportunity to learn firsthand from Melissa Musgrove, VP/Head of Social Media at Regions, who will show you how to approach your strategy, craft your content, and leverage social media channels to achieve business objectives.

What You’ll Learn:

  • How social media plays a central role in Regions’ cross-channel, integrated marketing campaigns
  • How the right social media tools and strategy contribute to your acquisition strategy
  • How Regions engages customers and prospects through compelling content
  • Why personalization and customization are critical to engaging audiences in social media
  • Debunk common myths surrounding paid vs. organic social media

Marketing Strategies for Loan Growth in an Omni-Channel World

kesna_lawrenceKesna Lawrence, Chief Data Scientist at Deluxe

Financial marketers are struggling to translate their traditional campaigns into new digital channels, and most haven’t deciphered the omni-channel riddle. With the massive volume of data that’s now available right at your fingertips, audience profiling has reached new levels of sophistication making it possible to target the same prospects in every channel with a consistent, specific message that drives real results.

What You’ll Learn:

  • How to build loan campaigns that target the right consumers in every channel
  • How to leverage response profiling, predictive modeling, hierarchy strategies, and list optimization to trigger more loan applications
  • How to measure the true impact of your loan campaigns across all channels
  • The tools, talent and skills required to keep pace with these new marketing tactics

How to Overcome the Three Biggest Digital CX Disconnects in Banking

craig_mclaughlinCraig McLaughlin, CEO of Extractable

The banking industry is finally waking up to the importance of digital channels and is starting to accept that “design thinking” is a crucial internal core capability. The stakes have never been higher. In this practical and prescriptive session, learn how the most effective ways that you can quickly evolve your digital presence with a comprehensive digital strategy that addresses your fundamental business goals vs. just bolting on the features of the latest ‘fintech du jour’.

What You’ll Learn:

  • How to build a comprehensive, integrated, and holistic digital strategy — who creates it, and the components that should go into it
  • How to deliver the type of innovative CX today’s consumers expect and deserve
  • How to manage the digital transformation process to generate internal alignment and support among key stakeholders

Rewarding Employees to Build an Internal Branded Culture

shelly_loftinShelly Loftin, Chief Marketing Officer at Bear State Bank

You can have a differentiated brand strategy that’s supported by smart marketing and world-class ad campaigns. But it all means nothing if your staff fail to create an experience aligned with your brand’s promises. In order for your brand to thrive, employees must be on-board, but if you aren’t evaluating and rewarding staff for on-brand behaviors, they won’t care. It’s this simple: anything that isn’t measured and rewarded doesn’t matter. In this session, Bear State Bank will show you how they engage employees and encourage them to “live the brand” with an employee rewards program consistent with their culture.

What You’ll Learn:

  • How to connect employee incentives with your corporate culture, mission, vision and values
  • How to build a program that rewards employees quickly, easily and publicly for their on-brand behaviors
  • How internal communications shape your culture
  • How to quantify the value of internal culture for your board

Paid to Play: Creating Engagement and Rewarding Your Own Social Media Community

ed_boyleEd Boyle, Managing Director of Fidor Americas at Fidor Bank

Can a retail financial institution build its own social media platform? Yes. That’s basically what Fidor, a wildly respected, all-digital branchless bank in Germany, did. At The Financial Brand Forum, learn how Fidor uses its community to acquire new customers, increase retention, drive Net Promoter Scores and lower operating costs by strategically incentivizing and rewarding people for various digital behaviors. Fidor will share examples of how they engage their community, and provide statistics regarding growth, sell-through rates, costs and satisfaction levels.

What You’ll Learn:

  • How to build a proprietary social media community that you own and manage
  • How to drive engagement and lower costs by using social media tactics that empower consumers
  • How offering the right incentives to the right users for the right online behaviors can help your institution grow
  • How to turn brand advocates into members of your innovation/R&D team

Effective Merger Communications Strategies

rick_hallRick Hall, Managing Director of Banking and Financial Services at BKM Marketing

A combination of forces are driving consolidation in the banking industry — increasing regulatory pressures, rising compliance costs, and the massive technology investments required to compete in the Digital Age. Few communications opportunities carry more weight — or more risk — than the first impressions created during a merger. What can financial institutions do to make customers at an acquired institution view a merger positively? How should you engage employees and other key stakeholders? What can the acquiring institution do to mitigate customer attrition? And how can you effectively manage this intensive, critical moment while staying on top of your regular responsibilities?

What You’ll Learn:

  • How to build a solid merger communications strategy that conveys the unique benefits of the acquisition
  • How to maximize both customer and employee retention
  • Best practices for leveraging the acquired bank’s customer information to streamline communication and create a “Wow” first impression
  • Creative ways to blend regulatory content and brand messaging to create a positive onboarding experience for your new customers
  • How to effectively balance multiple touchpoints, including social media and an online hub, to ensure consistent messaging throughout the merger process
  • The critical role marketing plays in building a strong cross-organizational team and holistic internal and external communications

Leveraging Financial Education to Grow Relationships

steve_riceSteve Rice, EVP at EverFi

For most banks and credit unions, a financial education program is a central component of their content marketing strategy. But can it also contribute to the bottom line? Research has proven that financial education builds trust and loyalty with consumers, thereby providing valuable opportunities to deepen relationships. This session will illustrate how institutions can embrace financial education in ways that engage consumers and help capture greater value from them.

What You’ll Learn:

  • How to increase engagement, loyalty, satisfaction and conversion rates with a content marketing strategy built around a robust financial education program
  • How to build a multi-media, cross-channel financial education platform — both online and off
  • Where to implement lead generation mechanisms that harness the true marketing potential of financial education content
  • How to reach all ages and demographics by segmenting your financial education messages and materials

The Financial Marketer’s Guide to Picking the Right Marketing Automation Platform

robert_mckinnon_croppedRobert McKinnon, Practice Leader/Financial Services at SiriusDecisions

There is no shortage of marketing automation platforms out there to choose from today — Salesforce/Pardot, Marketo, HubSpot, IBM/Silverpop, Oracle/Eloqua, Adobe Marketing Cloud. But which one is right for a $5 billion community bank? Or a $500 million credit union? This session will explore the pros and cons of the major automation platforms available today. What features are essential, and which ones can you do without? How much do they cost? How easy are they to learn and implement?

What You’ll Learn:

  • Common challenges and pitfalls for financial services organizations looking to implement a new MAP platform.
  • How to assess the functionality that is essential for your institution’s needs and resources.
  • Financial industry best practices to optimize your investment in a MAP.

Lessons From The World’s Digital UX Leaders

dave_defazioDave DeFazio, Partner at StrategyCorps

A handful of companies like Facebook, Starbucks and Über have raised the bar in the mobile channel, radically redefining consumers’ expectations. What mobile apps do people love, and how do they prefer to interact with them? This session will focus on live demonstrations of the mobile apps that are reimagining everyday banking tasks, and show you what your institution needs to do to keep up. Live demos include: Venmo, Simple, Digit, Penny, Uber, Amazon, Bank of America, and Starbucks.

What You’ll Learn:

  • Ideas that your institution can steal from the world’s leading retailers and UX designers
  • Lessons from social media apps that can make mobile banking easier and more intuitive for customers
  • How fintech innovators are using mobile apps to threaten the role and relevance of traditional banking providers
  • How leading retailers (and not banks) are simplifying everyday banking tasks for consumers
  • How robo-bank apps and algorithms are automating financial advice
  • How social payment apps are winning the battle for millennial customers
  • How new products from the biggest banks will change mobile payment standards in the next 12 months
  • How innovative new mobile banking apps are addressing the security fears of today’s banking customers
  • How rewards and geo-location tools can help your institution connect better with customer mobile lifestyles

Creating Insanely Effective Marketing Campaigns by Embracing the Power of Experimentation

pete_koomenPete Koomen, Co-Founder and CTO at Optimizely

In a digital world, marketers should be testing everything — from their ads and landing pages, to their email subject lines and calls-to-action. Even testing something as simple as one button that says “Click Here” vs. one that says “Learn More” can have a staggering impact, with the winner generating four times as many clicks. In this session, you’ll learn how to use the power of experimentation to magnify and accelerate your marketing ROI, with case studies, best practices, and lessons learned from hundreds of thousands of real-world tests.

What You’ll Learn:

  • How financial institutions can integrate a culture of high-velocity experimentation into their marketing
  • How you can implement A/B split testing to maximize marketing effectiveness
  • Tools, tips, tricks and techniques you can use to optimize the performance of your marketing campaigns
  • Best optimization practices and common experimentation pitfalls

Personalized Cross-Selling: How to Increase Engagement Through Extreme Personalization

david_sosnaDavid Sosna, CEO & Co-Founder at Personetics

Consumers are saturated with marketing. Financial institutions must find new ways to engage consumers, especially across digital channels. By delivering timely, personalized, and highly contextualized offers to each individual, financial marketers can dramatically increase engagement and response rates that go well beyond any conventional cross-selling strategies.

What You’ll Learn:

  • How personalized interactions with your institution make consumers more receptive to cross-selling offers
  • How to increase response rates by offering consumers contextual guidance and advice tailored to their situation
  • How to turn your customer data into valuable insights that will foster engagement, loyalty and trust
  • How to create “aha moments” that will cement your customer relationships
  • How to engage consumer beyond the app — on Facebook Messenger, Amazon Alexa, or wherever they are

Revitalizing the Overlooked Touchpoint in Your Omnichannel Strategy

brennie_conkleBrennie Conkle,
VP/Customer Strategy at Invoca

In an analysis of over 50 million phone calls to financial institutions’ contact centers, 74% originated with interactions in digital marketing channels. Not only are calls pouring in from digital channels, but they convert at 10 times the rate of those who purely click. Financial marketers may have dismissed the phone as an antiquated point of contact within the modern omnichannel landscape, but new tools and technologies actually bridge the gap between inbound calls and your digital marketing strategy.

What You’ll Learn:

  • How to accurately track calls generated from digital channels, and how this data can be used to optimize future campaigns.
  • How data gathered during the call (intent to purchase, demographic data, geographic location) can be used in real-time to personalize the next step in the customer journey, such as follow-up emails and display ads.
  • Specific examples and use cases of financial marketers who are using call intelligence to not only drive more revenue, but improve the customer experience.

Marketing Banking Products in an Image-Driven Culture

andrew_davidsonAndrew Davidson,
SVP/Chief Insights Officer at Mintel

In today’s time-constrained, hyper-wired world, the power of images is immeasurably valuable. You have just seconds to get your message across, and marketers must communicate more efficiently than ever before. As speed, convenience and ease-of-use become increasingly critical to consumers, the old adage that “a picture is worth a thousand words” couldn’t be more true. This session will break down what this means to financial marketers, showcasing brands and campaigns that are on the cutting edge of this important trend.

What You’ll Learn:

  • How to leverage the substantial opportunities that visual communications afford
  • How consumers’ shortening attention span impacts marketing and how financial institutions must adjust their messaging
  • How marketing innovators use visual media to streamline their messaging in bold, new and engaging ways
  • Understand consumer perspective and the implications of an image-driven culture on your campaigns

Building Powerful Brand Strategies: Taking a Fresh Approach

tim_bennettTim Bennett, Chief Brand Officer at TDECU

Many financial institutions expend considerable effort developing a brand strategy hoping for a “North Star” that will guide everything the organization does. Unfortunately, these well-intentioned brand strategies frequently fall short and are often quickly forgotten. This session will expose the common flaws, challenges and shortcomings of weak brand strategies built on outmoded models and techniques. Discover a fresh approach to building brand strategies and learn new branding methods that can truly guide your organization — from marketing and the customer experience, to product development and employee behaviors.

What You’ll Learn:

  • New tools and techniques that support every step in the brand strategy process
  • How to evaluate everything from brand identity concepts and branch prototypes to technology investments and product innovations for their strategic alignment with your brand
  • How to construct the right market segmentation model you need to develop a truly powerful, relevant and differentiated brand strategy
  • How to quantify and measure your institution’s progress in achieving its strategic brand objectives

Creating 1-to-1 Engagement With Personalized Video

jim_dicsoJim Dicso, President & CRO at SundaySky

Consumers don’t want just information. They expect content that’s tailored to their immediate needs and interests, and want digital experiences that are both personalized and highly relevant. By leveraging people’s data profiles, video messages can be personalized in real-time, driving them to take the next-best action. With video, you can leverage the full power of sight, sound, and motion to create the most engaging and captivating storytelling content today.

What You’ll Learn:

  • The importance of personalization and contextual relevancy and how personalized 1-to-1 video works
  • How personalized video increases value for retail banks and credit unions
  • How to identify the “moments of truth” in the customer lifecycle where personalized video has the most impact — for both the consumer and the institution
  • How retail financial institutions are putting personalized video into practice to enhance the experience and drive results