Agenda

June 19, 2019
  • 7:00 AM
    Registration and Breakfast
  • 8:00 AM
    Opening Comment from the Chairperson
    Mark Sibthorpe
    Publisher, BankNews
  • 8:15 AM
    Keynote:The Multiplier Effect
    How to Grow Your Business from the Inside Out
    Jeremy Miller
    Author, Sticky Branding
    Nobody knows your business better than you, but there’s a pull to look for ideas externally. Companies are engaging advertising agencies and consultants, because they believe someone else is “more creative.” That couldn’t be further from the truth. Inside every organization is immense creative potential, but most of it goes untapped. But this vast resource is your secret weapon when it comes to brand building. Hear how to:
     -Unlock the creative genius of your team
    -Grow your brand.
    -Open possibilities for your organization
    In this interactive keynote, Jeremy demonstrates how everyone is creative, provided they’re given structure.
  • 8:45 AM
    INDUSTRY EXPERT: YEXT
    Customer Journeys Start In Search: Learn to Meet Intent and Deliver Answers
    Marc Ferrentino
    Chief Strategy Officer, Yext

    Knowledge Management (DKM) platform. Hear how they give companies control over their brand experiences across the digital universe of maps, apps, search engines, voice assistants, and other intelligent services that drive consumer discovery, decision, and action.

  • 9:15 AM
    INDUSTRY EXPERT: INTELLIGENCEBANK
    Tools and Techniques to Rock Marketing Operations Without Getting Fired or Sued
    Todd Eckler
    General Manager, US
    Without the proper systems in place, marketing departments in financial companies struggle to produce legal and brand compliant content, quickly.  As a marketer in the financial services industry, you know that slip-ups can significantly damage brand reputation and result in hefty fines.  To truly rock,  it's time to break down the silos, revisit your technology stack and bring on Marketing Operations excellence. Learn how to:
    ·  Reduce the number of tools that it takes to do standard marketing tasks
    ·  Implement workflows to ensure nothing sneaks out while working at the speed of NOW
    ·  Track your marketing activities for when the auditors knock on your door
  • 9:45 AM
    Exclusive: CMO Panel
    Source Digital Marketing Insights from Top Chief Marketing Officers
    Dave Haber
    Chief Marketing Officer, Mylo
    Kerry-Ann Betton Stimpson
    Group Chief Marketing Officer, JMMB Group
    Brent Korte
    Senior Vice President and Chief Marketing Officer, Ameritas
    Justin Hoffman
    Sr. Vice President, Business Development & Chief Marketing Officer, PSA Financial
    Mark Sibthorpe
    Publisher, BankNews

    CMOs are responsible for the marketing vision in their organization. Join this exclusive panel of leading chief marketing officers to hear their perspectives on financial services marketing in 2019 and beyond. Gain insights on:

    • Being a marketing leader
    • Opportunities for finserv marketers
    • Developing your marketing strategy

    Join an exclusive group of CMOs and develop an action plan for your financial institution.

  • 10:15 AM
    Spotlight: Rich Media
    Financial Tools Best Practices
    Shannon Sloan
    Director, New Business Development, Rich Media

    How can you ensure that your tools will stand out in a crowded marketplace? Learn about the latest best practices when it comes to financial tools and calculators.

     

     

  • 10:50 AM
    Morning Break
  • Track A
    • 11:15 AM
      Industry Expert:
      Evergage CDPs: Unifying Identities Across Channels & Personalizing Experiences to Maximize Satisfaction (Digital, Customer Service and in the Branch)
      Jonathan Ranger
      Chief Customer Officer, Evergage

      Financial services companies recognize they can increase revenue and long-term relationship value by offering their customers personalized experiences. However, firms find their data is too distributed across multiple channels to effectively create and act on a truly unified customer profile. This session explores the importance of customer data platforms (CDPs) in financial services. In this session, we’ll show you how to:

      • Leverage identity matching across siloed data sources and diverse channels
      • Act on explicit and implicit data about each individual
      • Use a CDP to power in-the-moment personalization across multiple channels
    • 11:45 AM
      Case Study: Mastercard The Future of Conversational Commerce
      The Future of Conversational Commerce
      Kobi Gulersen
      Vice President, B2B & Product, Marketing, Mastercard Canada

      Conversational commerce, the growing trend of customers interacting with brands via apps, chatbots, and voice assistants. Hear how this will affect you as a financial institutions. More session details coming soon.

    Track B
    • 11:15 AM
      Industry Expert: Cognitiv
      It’s Time to Embrace AI
      Aaron Andalman
      CSO & co-founder, Cognitiv
      In today's digital world, financial institutions find themselves facing competition from non-traditional players who are leveraging new technology, like Artificial Intelligence (AI) & machine learning, to find new prospects and drive customer loyalty. It is without a doubt that traditional marketing methods have been exhausted, and financial institutions need to embrace new technology if they wish to remain competitive. Learn how deep learning, the newest field of AI, is changing the game. This session will:
      • Learn how AI can bolster marketing strategies for financial institutions allowing them to gain a competitive edge
      • Explain how AI allows financial institutions to hone in and target new customers
      • Address how AI can be implemented in a cost efficient way

    • 11:45 AM
      Case Study: Aha Insurance
      Smarter Business via Social – Tap into the Power of Advertising, Engagement and Storytelling
      Khari Gaynor
      Vice-President, Digital Marketing, Aha Insurance

      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

      Solidify your social brand and captivate audiences.

       

  • 12:15 PM
    Industry Expert: Hearsay Systems
    Transforming Data Into Action
    Chris Andrew
    Chief Operating Officer, Hearsay Systems
    Advisors are under more pressure than ever to be tech-savvy, and expectations around digital engagement are at an all-time high.
    • Investors expect communications to be real-time and personalized.
    •  Is it possible to sort through the online and offline data to create a seamless experience for both customers and advisors?
    • Join Chris Andrew to learn more about creating digital advisor success while transforming your client experience.
  • 12:45 PM
    Networking Lunch
  • Track A
    Track B
    • 1:45 PM
      Panel: Social Media
      Creating a Social Media Strategy in a Regulated Environment
      John T. Renz
      Vice President, Marketing Content & Advertising, Prudential
      Suzzette Chapman
      SVP Communications + HR, Ivari Canada
      Julian Mills
      Director, Digital Communications, CPP Investment Board
      Shannon Sloan
      Director, New Business Development, Rich Media

      It’s not always smooth sailing to get social buy-in, especially for regulated markets. Augment your social strategy while maintaining vigilant risk practices. Develop plans to:

      • Build governance into your processes
      • Expedite content approval and adoption of social
      • Develop a communication policy for staff

      Strengthen your social media practice with first-hand advice from industry veterans.

    • 2:30 PM
      Industry Expert: Hootsuite
      Unlocking the Value of Social in Financial Services
      Davis Riar
      Senior Business Value Analyst, Hootsuite
      To capture the full value of social media, financial services leaders must step up and enable the growth of social beyond the marketing department. Transform your organization with a strategic shift that lays the groundwork for achieving clear ROI. Join this session to learn:
      •  How to engage clients with personalized content
      •  Why integrating social data into existing technology is a must for customer experience
      •  What you can learn from leading innovators in the industry
      Take away the insights and best practices you need to start unlocking the value of social in your organization.
  • 3:00 PM
    Afternoon Break
  • 3:30 PM
    Fireside Chat: TD Bank Group
    Becoming a Leader in Financial Services Marketing
    Betsey Chung
    SVP and Chief Marketing Officer, Canadian Banking, TD Bank Group

    Marketers in financial services face unique challenges. In this fireside chat, gain insights on marketing leadership in financial services from one of Canada’s leading CMOs.

    Hear how to:

      • Develop yourself as a leader in marketing
      • Position marketing as a leader in your organization
      • Make your organization a leader in financial services

    Position yourself as a leader in financial services marketing.

  • 4:15 PM
    Industry Expert: NewsCred
    Transform Your Marketing Organization to Drive a Unified Customer Experience and Facilitate Cross Functional Collaboration
    Kathleen Conley
    Director of Program Management, NewsCred
    Better marketing teams create better marketing content.  To do this effectively, marketing leaders need to first facilitate better cross-functional collaboration - including aligning marketing and communications around content performance and operational efficiency - with the help of technology.  Walk away with thought-starters and strategies around:
    • Optimizing your marketing to do more with limited resources and budget
    • Transforming your organization to break down internal silos and drive a unified customer experience externally
    • Maximizing the impact of content and increasing utilization of assets through technology
    Take away insights to help you transform your business, building an efficient and effective marketing team that creates better marketing content.

     

  • 4:45 PM
    Panel: The Future of Marketing
    Taking Advantage of Emerging Tech and Trends to Drive Marketing
    Jo Ann LeClair
    Director, Data Science, Scotiabank
    Marianne Forrest
    Director, Digital Optimization, CIBC Digital
    Stewart Ellis
    Director of Digital Marketing, Sprott
    Shane Closser
    Head of Industry/General Manager for Financial Services, Yext
    Jon Vassallo
    Director of Partnerships, Ratehub.ca
    General Manager, MoneySense

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

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

    Source best practices from experts to build your marketing strategy.

  • 5:30 PM
    Conference Adjourns to Day Two
  • 5:35 PM
    Evening Networking Reception
June 19, 2019
June 20, 2019
  • 7:15 AM
    Registration and Breakfast
  • 8:15 AM
    Opening Comments from the Chair
  • 8:30 AM
    Keynote: Fifth Third Bank
    Is Your Content Any Good? Don’t Ask Me. Ask Google.
    Scott Spjut
    Assistant Vice President, Social and Digital Content, Fifth Third Bank
    We are always looking for the best way to best way to show whether or not the content we create is performing well -- time on site, bounce rate, scroll depth -- and we dedicate much of our time generating and analyzing reports to that end. But all the things we think are contributing to whether or not our content is good and performing how it should, Google has already thought of -- and about a thousand other variables we haven't thought of yet. Source insights on how :
    • While this sort of internal reporting should be part of the content work we do, the best measure of success for content is and should be Google results.
    • Google's algorithm goes beyond just keywords and meta description.
    • It's already taking into account all the factors that make a good user experience -- load times, UX, mobile responsive -- so if you can rank well in organic search then you know you're creating good content.
  • 9:00 AM
    Industry Expert: Pinterest
    Life Stages and Financial Services Marketing
    Eric Singer
    Partner Manager for Financial Services and Telecom, Pinterest
    In the world of hyper personalization, financial services partners have the opportunity to reach customers early in their purchasing decisions, when they are most open to ideas from brands. During this session, Pinterest will share:
    • Research and insights surrounding how consumers’ mindsets change at each stage of their lives.
    • Financial institutions can learn how to be a part of important decisions surrounding some of life’s biggest moments.
  • 9:30 AM
    Panel: Performance Marketing
    Learn How to Harness the Power of Performance Marketing
    Simon Wyse
    VP Revenue, Borrowell
    Stratos Engel
    Digital Acquisitions and Partnerships Manager, Equitable Bank
    Alana Levine
    COO, Share Results
    Niv Yatsiv
    Head of Partnerships, Webpals Group
    Adi Jhamb
    Manager, Digital Acquisition Marketing, Scotiabank

    Performance marketing in the financial services space is often a misunderstood and underutilized channel. In the session, discover the strengths, weaknesses and opportunities of affiliate marketing and the role that this channel plays in supporting your overall digital strategy.

    Learn from industry experts how to:

    • Maximize the value of your affiliate partnerships
    • Avoid common pitfalls of performance marketing
    • Prepare a scalable, results-driven marketing plan to drive new customer acquisitions

    Takeaway: Have an informed approach to performance marketing that allows you to achieve scalable results

  • 10:15 AM
    INDUSTRY EXPERT: MESSAGEPOINT
    How to Avoid the Common Pitfalls that Plague Most Customer Communication
    Patrick Kehoe
    EVP Product Management, Messagepoint

    Transformation Initiatives

    Most organizations fall victim to some common pitfalls as they pursue the digital transformation of customer communications.  Join us for a discussion of best practices for communication strategies, content management, and change management that are critical to successful transformation and delivery of omnichannel communications programs. Learn how to:

    • Eliminate operational silos and disjointed communications to ensure cohesive, consistent customer experiences across teams and communications channels
    • Effectively manage change both throughout the transformation and on an ongoing basis to enable agility and responsiveness
    • Put content at the center of the communication to maximize the impact of your communications and enhance the customer experience

    Improve your transformation of customer communications while avoiding common pitfalls.

     

  • 10:45 AM
    Morning Break
  • Track A
    Track B
  • 1:00PM
    Networking Lunch
  • 2:00 PM
    Case Study: MoneyKey
    Leveraging Voice Search to Improve Marketing Campaigns
    Ankita Sharma
    Senior Digital Marketing Manager, MoneyKey

    As smartphones and smart speakers change the way consumers search, marketers need to adapt. Build a marketing strategy that takes advantage of voice.

    Source insights to:

    • Create content that's optimized for voice search
    • Build content designed to optimize natural language queries
    • Localize content to take advantage of location-based voice searches

    Take advantage of voice search to drive consumers to your brand.

  • 2:30 PM
    Case Study: JMMB Group
    Use Social Media to Build Brand Recognition in a Cost-effective Way
    Kerry-Ann Betton Stimpson
    Group Chief Marketing Officer, JMMB Group

    In some markets you can’t have a branch on every corner. Build brand recognition with social media. Explore how your institution can leverage social to build your brand without major investments.

    Sources insights on:

    • Selecting social channels
    • Engaging customers in conversation
    • Building a brand in the digital space

    Build your brand via social media without a big budget

  • 3:00 PM
    Case Study: Simplii Financial
    Building a new direct banking brand
    Maria Gregory
    Senior Director, Marketing and Communications, Simplii Financial (CIBC)

    Overview: Simplii Financial opened its virtual doors late 2017 with a straightforward value proposition featuring no fee daily banking and great rates.  It’s distinct positioning as a brand championing simplicity sets it apart from other Canadian FIs.

    • Building a new FI brand
    • Standing  out in competitive market
    • Bringing the brand to life with limited resources

    Maria Gregory, Senior Director, Marketing and Communications, for Simplii Financial (CIBC)

  • 3:30 PM
    Afternoon Break
  • 4:00 PM
    Case Study: PayBright
    Adopt Agile Approaches to Transform Your Marketing Program
    Courtney Wattie
    Director of Marketing, PayBright

    The rise of digital has made marketing much more complex, fast-paced and uncertain, and reduced the effectiveness of the old ways of delivering campaigns. Explore how agile principles can help your organization adapt to and keep pace with this new world. Source insights on:

    • Why agile marketing is so much more than tweeting content in real time
    • How to identify when agile would be the right approach to delivering your campaigns
    • Whether the rise of digital will force marketers to adopt agile approaches

    Assess some of the challenges agile changes will present to current marketing practices, and vice-versa.

  • 4:30 PM
    Case Study:
    Building a Technology-lead Marketing Team
    David Duke
    Senior Business Manager, Capital One
    Aaron Murray
    Analytics and Product Manager, Capital One

    Often in marketing we are given products, told the key features and asked to go find more customers. At Capital One we flipped the script and built a digital product that solves both a huge customer need and a marketing problem unique to financial services. How do you show someone only financial products they will be approved for? As a technology lead company we created a digital solution to this problem, improved the application experience, making our marketing more efficient and effective. A true win, win win.

  • 5:00 PM
    Conference Adjourns
June 20, 2019