Agenda

June 11, 2018
  • 7:30 AM
    Registration and Breakfast
  • 8:20 AM
    Opening Comment from the Chair
    Tim Bishop, CM
    Vice President, Marketing & Member Engagement, Canadian Marketing Association
  • 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 marketing and communicate the results to stakeholders

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

  • 9:00 AM
    Industry Expert: Hootsuite
    Hootsuite Session Details Coming Soon
  • 9:30 AM
    Keynote Fireside Chat: TD
    Build Client Relationships to Grow Your Business
    Betsey Chung
    SVP and Chief Marketing Officer, Canadian Banking, TD Bank Group

    Customers demand support and expect you to know them better. Find out how to interact on their level, refine your personalization strategy and improve profit.

    Source practical tips to:

    • Inform your customers by understanding their needs
    • Translate customer requirements into meaningful engagement
    • Adapt your marketing strategy for greater personalization

    Deliver business growth with a personal touch with customers.

  • 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
  • Track A
    • 10:45 AM
      Industry Expert: Kanetix
      Innovate with an AI-powered enterprise
      Andrew Lo
      President & CEO, Kanetix Ltd.

      Despite its potential, Artificial Intelligence can still be very elusive in the Insurance and Financial Services space. Apply cutting-edge algorithms to a unique combination of email, social media, alternative and first-party data to personalize and optimize engagements. Learn how to:

      • Increase market effectiveness and client prospecting
      • Enhance customer experience
      • Overcome the initial challenges and leverage AI to drive business objectives

      Implement AI solutions to personalize your communications

    • 11:15 AM
      Case Study: CFA Institute
      Authority, Impact, and the Future of Influencer Marketing
      Marissa Pick
      Global Director, B2B Social Media, CFA Institute

      So you know who the key influencers are in your industry. You might have even marketed to them in the past hoping to lift awareness of your brand. But are you ready to take the next step, form partnerships, and market with influencers? Explore how to:

      • Use prosourcing to create influence
      • Collaborate with influencers
      • Capitalize on the major opportunity of influencer marketing

      Take influence marketing to the next level to build your brand’s reputation.

    • 11:45 AM
      Industry Expert: Digital Media Solutions Group
      Leverage Trends & Technology to Maximize Conversions
      Akeel Haider
      Vice President of Innovation and Strategy, Digital Media Solutions Group

      Not all attribution strategies are alike. And campaign optimizations based on the wrong attribution calculations can negatively impact a campaign. Source strategies to:

      • Find out why last-click attribution can lead to lost opportunity
      • Discover the difference between pre-lead and post-lead attribution tracking, and why the latter is essential to enhance sales performance
      • Learn about technology advancements, like machine learning and AI, that will impact the future of marketing campaign planning, measurement and optimization
    Track B
    • 10:45 AM
      Industry Expert: BlueRush
      Exceed Customer Expectations with Interactive Personalized Digital Marketing
      Ted Mercer
      VP Sales, Bluerush

      Use interactive personalized digital marketing to guide your customers through a sales and learning path that is personally meaningful. Employing this method allows your customers to interact with personalized content that keeps them engaged throughout the whole experience, including conversion.

      • Customer expectations have transformed how brands engage with their customers
      • Interactive and personalized experiences are more meaningful and engaging for today’s consumer
      • Providing a custom experience for every customer increases conversions and boosts sales
    • 11:15 AM
      Case Study: Lawyers Financial
      Content & Digital Marketing: From Zero to a Player in 18 months
      Dawn Marchand
      VP, Marketing and Direct Distribution, Lawyers Financial

      Hear the story of how a 30 year old professional association that had zero activity in either content or digital marketing, embarked on an 18-month journey to rebrand, reinvent and revitalize itself. Source insights on:

      • Developing personas to creating relevant and engaging content
      • Promoting and analyzing results
      • How to go from  a non-mobile-optimized website to a comprehensive digital strategy including a new website, social media presence and innovative digital advertising tests

      Learn what worked and what didn't, highs and lows, and top ten takeaways.

       

    • 11:45 AM
      ndustry Expert: Veriday
      The Simple Business Case for Lowering Your Lead Generation Costs
      Marc Lamoureux
      CEO, Veriday

      We are all marketers trying to get more leads with less resources. Expanding your distribution by leveraging your field teams will increase customer engagement. Learn how to:

      • Review current costs per lead & benchmark objectives
      • Improve and grow distribution of enterprise marketing campaigns
      • Achieve greater impact from your marketing dollars

      Take away a step by step plan for how you can start to rebalance your budgets and transform your advisor marketing programs.

  • 12:15 PM
    Networking Lunch
  • Track A
    • 1:15 PM
      Industry Expert:
      Employing Blockchain to Improve Marketing

      Blockchain has disrupted financial services and it has the potential to disrupt marketing as well. Be an early adopter to give your organization an advantage. Source insights on using blockchain to:

      • Verify ad delivery
      • Handle consumer data transparently
      • Develop immutable contracts with clients

      Stay ahead of the curve by applying blockchain to your marketing efforts.

    • 1:45 PM
      Power Panel: Omni Channel
      Developing an Omni-channel Strategy for Your Financial Brand
      Yuli Shumsky
      Director, Digital Marketing and Operations, CIBC
      Nicky Senyard
      CEO, Share Results

      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:
      Employ Artificial Intelligence to Reduce Cost 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.

    • 3:00 PM
      Case Study: PC Financial
      Leverage Data to Maximize Digital ROI and Long-term Profitability
      Nick Necsulescu
      Director, Analytics, PC Financial

      Making sustainable digital investment decisions has its challenges. Learn how to bolster your ROI and Profitability by using data and analytics. Increase your probability of success by:

      • Incorporating actual and predictive Customer Lifetime Value
      • Scrutinizing the effectiveness of each channel along with every target segment
      • Using attribution to understand the true Cost per Acquisition

      Embed key analytics components to improve your digital investment decision.

    Track B
    • 1:15 PM
      Industry Expert:
      Personalize Your Digital Channels to Drive Engagement

      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: The Future of Marketing
      New Innovations to Maintain and Grow Clients
      Gwynne Fane
      Vice President Marketing Communications, Wealthbar
      Cynthia Stark
      Vice President, Global Digital, Brand & Marketing, Sun Life Financial
      Stephen Allcock
      Director, Acquisition, Digital Marketing & Product Management, Questrade Financial Group
      Corby Fine
      VP, Digital Commerce, CIBC

      AI, voice search, robo-advisors, and other innovations transform how people interact with financial services. Develop a strategy to ensure your institution is a technological leader. Source insights on:

      • Identifying the latest trends in marketing and financial services
      • Knowing when to be an early adopter of technology
      • Gaining internal support for innovative projects

      Ensure your institution is a technological leader in marketing.

    • 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
      Case Study: Paypal
      Explore Opportunities and Solutions to Win Customers in the Digital Era
      Maria Belmessova
      Marketing Manager, User Acquisition and Early Engagement, PayPal

      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.

  • 3:30 PM
    Afternoon Break
  • 4:00 PM
    Spotlight: CX
    Successfully Transform CX in a Crowded Marketplace

    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.

  • 4:15 PM
    CMO Panel
    Develop Best Practices for Your Digital Marketing Strategy
    Linda Duncombe
    Managing Director and Head of Growth, Chief Marketing Officer, Citi FinTech
    David Willows
    Chief Innovation and Marketing Officer, Green Shield Canada
    Michael Wickware
    CMO, Planswell
    Christopher Brockbank
    Chief Marketing Officer, FIRMA Foreign Exchange

    Financial institutions are getting familiar with digital marketing, but practices keep evolving. Fortify your digital marketing strategy with state of the arts practices. Create a roadmap to:

    • Leverage data and establish your strategic objectives
    • Adapt your story telling to the digital age
    • Facilitate changes within your organization

    Source best practices to refine your strategy.

  • 5:00 PM
    Conference Adjourns
  • 5:05 PM
    Evening Reception
June 11, 2018
June 12, 2018
  • 7:30 AM
    Registration and Breakfast
  • 8:20 AM
    Opening Comment from Chair
    Tim Bishop, CM
    Vice President, Marketing & Member Engagement, Canadian Marketing Association
  • 8:30 AM
    Keynote: BMO Financial Group
    Leverage Digital Capabilities to Elevate Customer Experience
    Maja Neable
    CMO North American Personal & Business Banking,, BMO Financial Group

    Customer expectations are changing how marketing delivers value in the future Consumers look at leading digital/experience companies and expect the same from us. In this changing environment, it is important that marketing adapts without losing its meaning. Source insight to:

    • Leverage analytics to understand your customers
    • Build value propositions that are relevant to customers by partnering with industry leading digital organizations
    • Incorporate artificial intelligence to improve the customer experience
  • 9:00 AM
    Industry Expert
    Develop 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
    Case Study: HomEquity Bank
    Make Your Brand Come to Life Through a Robust Digital Strategy
    Yvonne Ziomecki
    EVP, Marketing & Sales, CMO, HomEquity Bank

    Your brand is only as strong as your digital strategy. Build the right strategy to elevate your institution and bring your brand to life. Source a strategy to:

    • Develop a robust digital strategy
    • Roll out your strategy
    • Measure results

    Improve your financial brand with an improved digital strategy.

  • 10:15 AM
    Spotlight
    Automate Marketing to Enhance Effectiveness

    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.

  • 10:45 AM
    Morning Break
  • Track A: Social Media
    • 11:15 AM
      Power Panel: Social Media
      Source Best Practices for Social Media in Financial Services
      Chris Hewitt
      Vice President: Marketing, Personal and Business Banking, TD Bank Group
      Adam Monteith
      VP Marketing, Access Credit Union
      Nicole German
      VP, Enterprise Digital Marketing,, Scotiabank

      The world of financial services marketing poses unique challenges and opportunities for social media marketers. Make the most of your social investments. Sources insight on:

      • Balancing speed and creativity with compliance
      • Selecting the right social platforms for your brand
      • Measuring the performance of social campaigns

      Gain exclusive insights into what works – and what doesn’t – for social media in financial services.

    • 12:00 PM
      Industry Expert
      Develop an Omni-channel Strategy to Improve Customer Experience

      Clients don’t view their interactions with you as taking place within defined channels, and neither should you. Break down barriers between your channels to develop a true omni-channel experience for customers. Create a blueprint to:

      • Manage customer touchpoints across channels
      • Connect online and offline marketing data
      • Track the customer journey across all channels

      Create a consistent experience to drive your conversions.

    Track B: Innovation
    • 11:15 AM
      Power Panel: B2B Marketing
      Develop a Digital Marketing Strategy to Meet the Unique Needs of B2B Clients
      David Lupini
      Vice President, Marketing, Canoe Financial
      Lisa Straus
      Director, BFS Digital Marketing, Digital Marketing & Sales, Royal Bank of Canada

      B2B clients have different expectations and behaviours 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.

    • 12:00 PM
      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.

  • 12:30 PM
    Networking Lunch
  • Track A: Content
    • 1:30 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.

    • 2:00 PM
      Case Study: Tangerine
      Integrate Content Marketing Into Your Overall Marketing Strategy to Deliver Impactful Messages
      Darin Diehl
      Director, Content and Shared Services, Tangerine

      Content marketing is a powerful tool, but it can be hampered by the lack of coherence with the overall marketing strategy. Align your content marketing with your overall strategy to bolster your branding. Gain insights to:

      • Leverage your market research and your metrics
      • Connect with both your current and prospective clients
      • Ensure coherence between your content, your product themes and your branding

      Take away practical tips from real life experience to bolster your content marketing strategy.

    • 2:30 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

    Track B: Innovation
    • 1:30 PM
      Industry Expert
      Become a Media-focused Company to Drive Business

      Build content and partnerships about personal finance, entrepreneurship, leadership, and culture—while driving business among all consumers. 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
      Case Study: IGM Financial
      Using B2B Digital Marketing to Enhance client Experience
      Fate Saghir
      VP Market Strategy and Innovation, IGM Financial Inc.

      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.

    • 2:30 PM
      Industry Expert
      Make 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.

  • 3:00 PM
    Afternoon Break
  • 3:30 PM
    Case Study: Horizon Exchange Traded Funds
    Financial Media Here & Now: The Content Connection
    Tammy Cash
    Executive Vice President, Head of Marketing, Horizons Exchange Traded Funds

    Content marketing is a big concept today in financial. Technology has advanced in recent years such that certain content can be matched to certain customers/potential customers—and served up digitally to them. Source insights on:

    • Why content-as-marketing works well in financial today and how truly understanding the characteristics, the wants and the needs of your target audience can be leveraged to craft your message and your offering
    • The need in financial marketing for the creative to not only express the virtues of the financial product or service, but it also to resonate, deep down, with the recipient of the message
    • 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 conversions.

  • 4:00 PM
    Case Study: BMO Financial Group
    The Evolution of BMO’s Digital Sales Journey
    Andras Lazar
    Head of Cards and Payments Marketing, BMO Financial Group

    Digital has the potential to transform sales in financial services. Transform your organization digitally to improve your sales. Sources insights on:

    • Beginning the digital sales journey
    • Transforming into a digital organization
    • Gaining organizational buy-in

    Go digital to drive your sales.

  • 4:30 PM
    Case Study: Capital One
    Turn Marketing Into a Profit Centre
    Eric Walker
    Director, Customer Acquisitions, Capital One

    Marketing, in traditional accounting terms, is viewed as a cost centre. But your marketing department really should be a revenue driver. Source insights on:

    • Driving profits via marketing
    • Showing the revenues marketing brings in
    • Positioning marketing as a profit centre

    Create a profit centre out of marketing to increase revenues.

  • 5:00 PM
    Conference Adjourns
June 12, 2018

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