Agenda

June 11, 2018
  • 7:30 AM
    Registration and Breakfast
  • 8:20 AM
    Opening Comments 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
    Navigating the Journey to Become a Social Business
    Gloria Roheim McRae
    Manager Value Consulting, Hootsuite
    David Bradfield
    VP Communication, Economical Insurance
    Sabrina Magyar
    Head of Marketing BMO Nesbitt Burns, BMO Wealth Management
    Suzette Chapman
    SVP Communications + HR, Ivari Canada

    Disruptive technologies and changing customer demands are driving fundamental transformation of the financial service industry. While social media is just one driver of this change, it's an important one. So how is the industry responding? Join us as we deliver the results of Hootsuite's global research which surveyed over 300 financial services professionals with responsibility for social media strategy. In this session you can expect to hear:

    • Best practices from global peers on leveraging social media to drive revenue
    • How peers are implementing social strategies in a highly regulated, mature industry
    • Actionable steps to use social media to unify your client’s journey from prospect to customer to advocate
  • 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
    Industry Expert: Yext
    Prepare Your Brand to Navigate Conversational AI Platforms
    Marc Ferrentino
    Chief Strategy Officer, Yext

    Voice search is a hot topic these days—but chat is where you need to focus now. Marc Ferrentino, Chief Strategy Officer of Yext, dives into the three ways you need to prepare your brand to navigate conversational AI platforms and how brand marketers can succeed in a new era of fragmentation and complexity.

  • 10:30 AM
    Morning Break
  • 10:55 AM
    Case Study: Evergage
    Marketers, Personalization and Machine Learning
    Jonathan Ranger
    Chief Customer Officer, Evergage

    Innovative marketers are increasingly turning to machine learning to enhance customer experience and drive content. In financial services, however, marketers have been challenged with adopting advanced engagement capabilities in their highly regulated environments. What if the marketer and machine learning could collaborate in real time and within regulatory guidelines? Learn how to adapt and thrive with machine learning techniques that work within your regulatory constraints. In this session, we’ll show you how to:

    • Combine best practices marketing techniques with machine learning to drive relevant, marketing driven experiences
    • Use customer data and machine learning while retaining regulatory compliance
    • Deliver world-class, 1:1 customer experiences across all your digital channels
  • Track A
    • 11:30 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

    • 12:00 PM
      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.

    • 12:30 PM
      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
    • 11:30 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
    • 12:00 PM
      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.

       

    • 12:30 PM
      Industry Expert: Veriday
      Transform Advisor Marketing to Deliver Stronger Value to Clients and Prospects
      Andrew Chung
      VP of Product, Veriday

      Utilizing advisors to expand marketing reach will enrich enterprise marketing efforts. Explore how you can create better user experiences at scale and increase marketing program successes. Build your new marketing strategy by knowing:

      • What’s Driving this Transformation?
      • 4 Forces of Transformation
      • Common Pitfalls to Avoid
      • 4 Keys to Building Solid Advisor Marketing Transformation Programs

      Take away experienced perspectives to help elevate your client engagement.

  • 1:00 PM
    Networking Lunch
  • 2:15 PM
    Industry Expert: Adobe
    Experience Lead Digital Transformation of Financial Services
    Christopher Young
    Director Industry Strategy & Marketing, Financial Services, Adobe

    This session will cover some of the key aspects in accelerating digital initiatives and ultimately delivering personalized and relevant customer experiences. This includes the use of cloud based digital marketing technology, the application of artificial intelligence /machine learning to marketing and examples of how financial services companies are organizing their marketing teams to better scale and increase the effectiveness their digital programs.

  • Track A
    Track B
  • 3:30 PM
    Afternoon Break
  • Track A
    • 3:45 PM
      Case Study
      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
    • 3:45 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 and convert your customers and measure your success. 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 PayPal to build your marketing strategy.

  • 4:15 PM
    CMO Panel
    Develop Best Practices for Your Digital Marketing Strategy
    Tim Bishop, CM
    Vice President, Marketing & Member Engagement, Canadian Marketing Association
    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 Comments from the 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: Shutterstock
    Scaling Branded Visual Content
    Mindy Loverin
    VP of Strategic Partnerships, Shutterstock Custom

    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, Shutterstock Custom - VP of Strategic Partnerships, 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
    • The types of content that resonate with customers
  • 9:30 AM
    Case Study: Horizon Exchange Traded Funds
    Financial Media Here & Now: The Content Connection
    Tammy Cash
    Executive Vice President, Head of Marketing, Horizons ETFs

    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.

  • 10:00 AM
    Spotlight: Richmedia
    Alexa, How Will the Internet of Things Affect Financial Services?
    Shannon Sloan
    Director, New Business Development, Rich Media
  • 10:30 AM
    Morning Break
  • Track A
    Track B
  • 11:45 AM
    Industry Expert: White Glove Workshops
    How to Use Seminar Marketing to Sell Your Services
    Lara Galloway
    Business Development Manager, White Glove Workshops

    Seminars can be a potent marketing tool. And for service-based companies, educational workshops might just be the best lead generation source you'll ever find. Services often require a longer, more complex sales cycle, during which a prospect needs to have the chance to understand the solutions available to them and how they work.

    Why host seminars?

    • Educate and inform
    • Build relationships with your target audience
    • How seminars fit into your existing sales cycle
    • Understand what you’re selling
    • To charge or not to charge
    • Having a powerful call to action
    • Building your brand in the community
  • 12:15 PM
    Networking Lunch
  • 1:30 PM
    Industry Expert: MailJet
    How Relevant & Personal Emails Drive Engagement in Financial Services
    Real Mahadeo
    Head of Sales, North America, MailJet

    As organic reach on social media drops, digital advertising is blocked and tuned out, and customer expectations around data privacy enters a defining era, email is poised to continue to drive the best engagement and ROI. Learn how financial service brands can optimize their email strategy with a focus on anticipated, relevant, and personal content. Unlock more engagement in your email strategy by focusing on:

    • Using data to send more personalized and relevant emails
    • Leveraging transactional and triggered emails to promote your brand and convert customers
    • Encouraging deeper (and more efficient) collaboration between your marketing and developer teams
    • Lessons from financial services brands from across North America
  • 2:00 PM
    Case Study: Mackenzie Investments
    Using B2B Digital Marketing to Enhance client Experience
    Fate Saghir
    VP Market Strategy and Innovation, Mackenzie Investments

    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
    Afternoon Break
  • 3:00 PM
    Case Study: Tangerine
    Integrate Content Marketing Into Your Overall Marketing Strategy to Deliver Impactful Messages
    Darin Diehl
    Director, Content Marketing and Corporate Communications, Tangerine Bank

    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.

  • 3:30 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.

  • 4:00 PM
    Conference Adjourns
June 12, 2018

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