april 15-17 • caesars palace las vegas · cx and digital transformation in the banking industry....

APRIL 15-17 • CAESARS PALACE • LAS VEGAS

Experience the world’s most elite conference on marketing, CX and digital transformationin the banking industry.

Join more than 2,000+ senior-level executives and C-level

decision-makers from more than 750+ of the most

progressive and respected fi nancial institutions on earth at

THE FINANCIAL BRAND FORUM — three days loaded

with big ideas, actionable insights, and best practices.

The FORUM 2019 will be the largest annual event in the

banking world specifi cally engineered to help fi nancial

marketers like you tackle your biggest branding, marketing

and retail challenges. Learn from the best and brightest

in retail banking, as they reveal the latest trends, new

innovations and advanced techniques that are transforming

the fi nancial industry today.

info@fi nancialbrandforum.com 206.661.5070forum2019.com


Final DiscountSave $870.00 and get a free Gold Pass when youregister by March 7th! Past attendees save even more!


Forum 2019 Features

Free Latt es & CappuccinosEnjoy complimentary Starbucks espresso beverages, served right

inside the Forum 2019 exhibit hall — no wasting time fi nding that

morning caffi ene fi x!

Zappos Company Culture ToursThese 90-minute guided tours show

you what it takes to build a world-class brand — your chance to learn the “secret

sauce” of culture-building from one of the best brands around.

Forum XNotable experts and thought leaders give the talk of their lives in this series of short, high-level strategic presentations focused on helping you prepare for the future. It’s like TEDx for fi nancial institutions!

Video RecordingsAttendees with a Gold Pass will get access to video recordings of all keynote presentations and breakout sessions so they can watch everything again when they get home!

Digital USB ToolboxEvery attendee receives a 2GB fl ash drive loaded with digital copies of all session slides, plus dozens of valuable white papers, research reports and eBooks.

Guaranteed ROIIf you don’t come away with new ideas that build your brand and your bottom line, you can have your money back.

Makeovers – Live on Stage!World-class leaders in brand, branch and

website design will reveal their creative process and walk through the critical

strategic decisions as they tackle actual projects for real fi nancial institutions.


APRIL 15MONDAY

APRIL 16TUESDAY

APRIL 17WEDNESDAY

7:307:458:008:158:308:459:009:159:309:45

10:0010:1510:3010:4511:0011:1511:3011:4512:0012:1512:3012:451:001:151:301:452:002:152:302:453:003:153:303:454:004:154:304:455:005:155:305:456:006:156:30

7:307:458:008:158:308:459:009:159:309:4510:0010:1510:3010:4511:0011:1511:3011:4512:0012:1512:3012:451:001:151:301:452:002:152:302:453:003:153:303:454:004:154:304:455:005:155:305:456:006:156:30

POWERBREAKFASTSESSIONS

NETWORKINGBREAKFAST IN

THE EXHIBIT HALL

POWERBREAKFASTSESSIONS

NETWORKINGBREAKFAST IN

THE EXHIBIT HALL

PRIVATELUNCH & LEARN

SESSIONS

NETWORKINGLUNCHEON IN

THE EXHIBIT HALL

ATTENDEE NETWORKING RECEPTION

FORUM UNIVERSITY

NETWORK WITH ATTENDEESAND PARTY WITH

THE FINANCIAL BRAND

CONFERENCE CONCLUDES

FEATURED KEYNOTEJASON SILVA

CLOSING KEYNOTEBARBARA CORCORAN

2019 FINANCIAL MARKETINGTRENDS & PREDICTIONS

GENERAL SESSION KEYNOTE

ATTENDEE NETWORKING RECEPTION

NETWORKING BREAKFASTIN THE EXHIBIT HALL

OPENING KEYNOTEGARY VAYNERCHUK

CONCURRENT BREAKOUT SESSIONS




NETWORKINGLUNCHEON IN THE

EXHIBIT HALL


SESSIONS

NETWORKINGLUNCHEON IN THE

EXHIBIT HALL


SESSIONS

FORUM X




FORUM X


To get the most out of your FORUM 2019 experience, we recommend checking in Sunday, April 14th

and checking out Thursday, April 18th. The registration desk will open at 12 noon on Sunday, April 14th.

Don’t miss the Exhibit Hall Grand Opening Reception at 5:30 pm on Sunday the 14th.

Forum 2019 Schedule


1 IN 20 OF ALL BANKINGPROVIDERS IN THE U.S.ATTEND THE FORUM

AUSTRALIA

INDONESIA

INDIA

NIGERIA

ZAMBIA

SOUTH KOREA

PHILIPPINES

MONGOLIA

GUATEMALA

COLOMBIA

CANADA

ICELAND

RUSSIA

UKRAINE

NEW ZEALAND

THAILAND

SRI LANKA

SOUTH AFRICA

SWAZILAND

NAMIBIA

UNITED STATES

MEXICO

PERU

PANAMA

UNITED KINGDOM

IRELAND

BRAZIL

PAKISTANJORDAN

DENMARK

KAZAKHSTAN

SLOVAKIA

BULGARIA

750+ DIFFERENT FINANCIALINSTITUTIONS

2,000+TOTAL NUMBER OFPROJECTED ATTENDEES

41DIFFERENTCOUNTRIES

ATTENDEESHAILFROM

Forum 2019 Who Attends


1 OUT OF 3OF THE 1,000 BIGGEST BANKS

IN THE U.S. ATTEND THE FORUM

V c

OF ATTENDEESWORK ATA RETAIL

FINANCIALINSTITUTION

67%

$1.3 BILLIONMEDIAN ASSET SIZE

1 IN 5ATTENDEES HOLD

C-LEVEL POSITIONS

Forum 2019 Who Attends

C-LEVELOR EVP

VICEPRESIDENT

DIRECTOROR MANAGER

22% 41% 31%TITLE & LEVEL

$250M TO$500M

11%$500M TO$1 BILLION

24%$1 BILLION

TO $10B

43%OVER

$10 BILLION

15%ASSET SIZE


F E AT U R E D K E Y N OT E S P E A K E R

Global Marketing ExpertSocial Media Rockstar & Serial Entrepreneur

Gary Vaynerchuk is one of the most sought-aft er public

speakers alive today. He is a serial entrepreneur, and the

CEO of a digital agency helping Fortune 500 companies

such as GE, Anheuser-Busch and Pepsi build their brands.

Gary is also the author of fi ve New York Times bestsellers,

and prolifi c venture capitalist who invested in companies

such as Facebook, Twitt er, Venmo and Uber.

Billions of marketing dollars are moving online, but most

fi nancial institutions still struggle to communicate effectively

in digital channels. At the FORUM 2019, Gary will tell

fi nancial marketers how they must completely rethink their

strategy in a world where everything has changed.



Co-Host of SHARK TANKBranding Expert & Best Selling Author

Best known for her role on ABC’s award-winning SHARK TANK,

Barbara Corcoran is considered one of the most successful

entrepreneurs in the United States. She built one of the biggest real

estate brands in the world, turning a $1,000 loan into a $5 billion

business. Barbara is famously bold and blunt — with a brilliant mind

that oft en spots opportunities invisible to others.

At the FORUM 2019, Barbara will show you what you need to

do to create a powerful brand. She will tell you how you can

amplify your image and make your brand feel much

bigger than reality, revealing the secrets of

building breakthrough brands she’s

learned in her fabled career.



Futurist & Behavioral ScientistHost of Hit TV Show BRAIN GAMES

Jason Silva is the Emmy nominated host of National

Geographic Channel’s #1 rated series BRAIN GAMES.

A self-professed wonderjunkie, Silva is the creator of the

web series Shots of Awe — micro-documentaries exploring

creativity, innovation, technology and future trends.

The rapid, exponential growth rate of technological

progress is transforming our world. Established industries

like banking are experiencing rapid disruption, causing

massive shift s and radical transformation in many

key areas. Jason’s unique approach will put these

transformations in context and look at the big picture,

giving you an enthralling vision of what’s next.


Co-Publisher of The Financial Brandand CEO of the Digital Banking Report

Jim Marous is one of the most infl uential people in banking,

and widely respected as the foremost authority on digital trends

in the fi nancial world. At the Forum 2019, he will reveal fi ndings

from the Digital Banking Report’s annual marketing trends study —

who’s doing what and spending more, with insights on marketing

budgets, strategies, channels, tools, and technologies.

BONUS! Every att endee receives a copy of the 80-page

“2019 Financial Marketing Trends” report — the most

comprehensive annual benchmarking study for

fi nancial marketers worldwide (a $495.00 value,

provided courtesy of Salesforce).

F E AT U R E D F O R U M X S P E A K E R

ABIGAIL POSNERHead of Strategy at Google

Borrowing from the worlds of advertising, product development, technology, neuroscience and anthropology, Abigail will show you how to tap your innate sense of creativity

She will shine her unique, humanistic lens on culture, business and technology to bring fresh perspective to corporate culture, product development, branding and marketing.

Notable expertsand industrythought leadersgive the talkof their livesin 18 minutes.

It’s like TEDxfor banking.

This unique series of short, high-level strategic presentations is focused on helping you prepare yourself and your institution for the future.

Cracking Creativity:Engaging Our Innate Creativity


S T R A T E G I C L E A D E R S H I P

F E AT U R E D F O R U M X S P E A K E RF E AT U R E D F O R U M X S P E A K E R

JEFFREY HAYZLET

DOUG LIPP

Former Chief Marketing Offi cer at KodakFormer Head of Training at Disney

Marketing has never been more complicated, leaving many puzzled how to best position and grow their brands. For instance, Kodak’s failure to innovate and make the shift to digital brought down one of the world’s biggest brands

Hayzlett will show you how to avoid these mistakes, and the marketing changes you must make to ensure you don’t become the next Kodak.

Learn how Disney continues to capture and inspire the hearts and minds of thousands of employees around the globe through an unwavering devotion to the core values established by Walt Disney himself.

Learn the secrets behind Disney’s employee development, and how they reinforce their organizational values, culture and brand on a daily basis.

Disney U:Building an Enduring Brand

Lessons from Kodak:From Yellow to Red


F E AT U R E D F O R U M X S P E A K E R

JIM REUTERCEO of FirstBank

For years, banks have walked the straight and narrow — played it safe. But you can’t win hearts and minds by telling a bland story. Listen to Reuter explain how FirstBank used a bold new brand strategy and a fresh approach to marketing to generate record growth, and why fi nancial marketers with the courage to deliver a more authentic, humanized approach will reap the rewards.

C-level execs from three of the most respected and progressive brands in the banking world share their marketing insights and secrets to growth.

Risk and Reward:Why Personality Matt ersFor Banking Brands


L E S S O N S F R O M T H E C - S U I T E

F E AT U R E D F O R U M X S P E A K E RF E AT U R E D F O R U M X S P E A K E R

RILLA DELORIER

ANDREA BRIMMER

EVP/Chief Strategy Offi cerat Umpqua Bank

CMO at Ally Financial

What’s one of the most critical yet overlooked issues facing the banking industry? The death of true creativity. Between KPIs, compliance and cost pressures, most fi nancial institutions strangle creativity. Not Ally Bank. Learn how they built one of the best fi nancial brands in the world by breaking through the clutt er and connecting with consumers at a deeply emotional level.

Disruptive Marketing:Balancing the Headwith the Heart

Financial institutions around the world are wrestling with their retail strategy — what should the “branch of the future” look like? But in this provocative talk, Delorier shares why focusing on branches is an obsolete strategy, and why a radical focus on the customer’s relationship with their money is key to innovations that add real value for both banks and their customers.

Branching Out:Win Customers by Losing The Channel Mindset


Renowned professors from two of the most prestigious universities in the world teach fi nancial marketers the strategies they need to grow, thrive and succeed in the FORUM UNIVERSITY.

What distinguishes those who change the world — true creative geniuses like Steve Jobs who come up with big ideas? Melissa Schilling, author of the #1 innovation strategy textbook in the world, show you how anyone can learn how to be a revolutionary innovator — the traits and qualities of creativity you can cultivate in your organization.

Today’s CMO must be a cross-functional leader, integrating data analytics, CX, and innovation strategies with branding and marketing. Rohit Bhargava, a leading authority on marketing trends and award-winning expert, Learn fi ve key skills every disruptive marketer needs to survive, and what it takes to acquire new customers and strengthen existing relationships in this dynamic environment.

Marketing In TheAge Of Disruption

Breakthrough Innovators:How to Change The World

ROHIT BHARGAVAProfessor of Global Marketingat Georgetown University

MELISSA SCHILLINGProfessor of Strategy &Innovation at New York University

206.661.5070forum2019.com

G R A D S C H O O L F O R B A N K E R S


Seven financial institutions share the big branding and marketing case studies that had a real impact on their bottom line.

Seven stories.Seven minutes each.

Building America’s First Online Community Bank

Ellie ReineckPresidentIncredibleBank

Hear how a modest traditional community bank based in Wisconsin with just $1.3 billion in assets built their own digital banking unit.

Engaging Consumers With Compelling Content

John OxfordCMORenasant Bank

See how Renasant Bank has produced videos that have generated over 10 million views, and learn how to create your own attention-grabbing content.

Turning Negative Reviews Into Positive Outcomes

Bradley BlueOnline Marketing & Social Media ManagerLogix FCU

Hear how Logix maintains an average rating of 4.5 stars across more than 2,000 reviews, including the strategy and steps to turn criticism into branding opportunities.

Two Banks, One Brand: 100 Years In the Making

Dan MarksCMOHancock Whitney

The inside do’s and don’ts of the rebranding process, with practical lessons learned as two banks rebranded as one — from research and strategy, to execution in thousands of touchpoints.

The Grand Strategy: Social Media Results From Brand Ambassadors

Natalie BartholomewVP/CAOGrand Savings Bank

How Grand Savings Bank grew their social media community and increased engagement with followers by tapping their strongest advocates: their own team!

The Power of Internal Culture in Your Brand’s Strategy

Steve DuceyCXOVibrant Credit Union

Build a strong culture aligned with your brand strategy that triggers honest testimonials from staff and encourage employees to share your story — even when the boss is not in the room.

Building Community Awareness with ‘Pay It Forward’

Lynne Jarman JohnsonCMOConsumers Credit Union

A fun, creative campaign supporting the opening of a new branch accelerated deposits, grew relationships, and fostered a greater sense of community.


Brand Identity MakeoverAffi nity Credit Union$3.4 billion in assets21 branches

Danielle HavlicekSenior Creative DirectorLa Macchia Group

Tim Klatt Director of Planning & Real EstateLa Macchia Group

How do fi nancial brands connect with today’s consumer? What are the best practices for consistently delivering a branded experience? And when should a fi nancial institution invest in a rebranding initiative?

At the Forum 2019, one retail bank or credit union will go through a 360° rebranding process live on stage. Take a fi rst-hand look at how brand impacts everything the consumer touches. Don’t miss this opportunity to see how fi nancial institutions like yours can effectively transform their brand and connect with today’s consumer in meaningful ways.

What You’ll Learn:

• How a well-crafted brand strategy impacts your ROI

• Critical factors that must be considered when crafting your user experience

• How to align your brand’s strategic goals around your audience’s needs

• How to differentiate from the competition

Retail Branch MakeoverUnited Bank$19 billion in assets142 Branches

D. Christopher HoweSVP/Retail Experience DesignAdrenaline

Heidi CronDirector of Architecture & Interior Design at Adrenaline

Of all your touchpoints, the branch unequivocally provides the greatest opportunity for engagement and differentiation. Unfortunately, frequent branch users are 3x more likely to switch fi nancial institutions. But with the right branch experience strategy, you can reverse that trend.

In this immersive, interactive session, Adrenaline will present a live makeover of a retail fi nancial institution’s branch experience. Using on-stage role playing and augmented reality viewed through your smartphone, you’ll see multiple locations with dramatic before and after transformations.


• The principles of strategic branch design

• How to craft a dynamic branch experience and strategies you can apply to your own network

• How to tackle common branch issues retail banking providers face today

Website MakeoverAOD Federal Credit Union$300 million in assets6 branches

Marne FranklinCEO of Uncommn

Kaia VaughnWeb Designer at Uncommn

Alexandra VanHaasterenWeb Designer at Uncommn

A modern website should blend custom design elements with easy navigation and intuitive accessibility for everyone. Unfortunately, this isn’t what many banks and credit unions deliver, and they are way overdue for a web overhaul.

Walk through the process as a real fi nancial institution gets a professional online makeover from a top-notch web design fi rm specializing in the banking industry. Experience the excitement as new concepts are unveiled live on stage for the very fi rst time in front of a live audience! Don’t miss this rare opportunity to spy on the website redesign process, and learn fi rsthand how others solve their most pressing challenges in the online channel.


• What today’s mobile-fi rst world means for their brand’s online presence

• Website design trends in banking for 2019 and beyond

• Best practices for an optimal digital user experience

Live MakeoversWorld-class design fi rms tackle actual projects for real fi nancial institutions, then reveal their creative ideas and strategic decisions at the Forum 2019 — live on stage!


Breakout SessionsAdvanced Digital Strategies: Maximizing Marketing ROI With Automated Campaigns & Data-Driven PersonalizationJonathan Rowe, CMO at nCino

The average person sees over 1,700 banner ads every month, and 84% of all email is considered spam. How do marketers cut through all this clutter? When most fi nancial institutions invest less than 0.1% of their assets on marketing, every dollar spent must work as effi ciently as possible.

Learn how savvy fi nancial marketers are generating huge lifts on their return on marketing investment (ROMI) with data-driven, personalized campaigns automated across multiple channels. By modeling individualized journeys for both existing and prospective customers, you can create meaningful and engaging content that increases your ROMI.


• Best practices for designing an automated marketing system

• How to build templates for mapping customer journeys

• Six steps to create personalized marketing content for multiple channels

• A roadmap that ensures you send the right content to the right consumers at the right time

The Personalization Imperative: Financial Marketers Must Grow Relationships at Scale or PerishAlyson ClarkePrinciple AnalystForrester Research

Digitally savvy consumers expect personalized experiences that anticipate their needs and offer what they’re looking for — in some cases, before they even know what it is they want. The ongoing evolution of AI and cognitive technology is shifting marketing from static identity-based, demographic-based targeting to dynamic intent-driven personalization based on meaningful context.

But fi nancial marketers are getting it wrong — just checking the box on “personal” experiences as they push the next best offer. The result? Missed opportunities to differentiate, deepen engagement, and remain relevant. Learn new approaches and how new technologies can help get you more personal, authentic and engaging in the moment.


• Why banking providers are getting it wrong, and the missed opportunities

• How fi nancial institutions can differentiate and put the person back in personalization

• How to overcome common challenges

• What banking providers can learn from leaders in other industries who are personalizing at scale

The Art & Science of Human Persuasion: The New Rules of Customer Engagement in a Data-Driven WorldMatt OczkowskiPresident at Data Propria

New research by neuroscientists reveals people don’t actually “make” decisions, they usually fall back on a refl exive response without much (if any) thinking. The truth is that consumers don’t make logical choices — particularly when it comes to their fi nances. In this session, you will learn how to strategically exploit the decision defaults that have been hardwired into people’s psyches. You’ll see numerous examples from fi nancial brands using the principles of neuroscience, you can make their recall, response and ROI rates soar.


• How to engineer data-driven campaigns that deliver shocking results

• How to connect the dots between behavioral science, machine learning and sentiment analysis to make informed decisions about groups of people

• How to identify what motivates individuals to take action and infl uence their decisions


Breakout SessionsReinventing Retail Financial Products to Beat the MegabanksRon ShevlinDirector of ResearchCornerstone Advisors

More and more fi nancial institutions today believe their customer experience is a competitive weapon and primary point of differentiation, and are focusing innovation investments accordingly. But chasing parity in digital delivery capabilities won’t create competitive advantages. Unfortunately, there’s no way smaller and midsize institutions can outspend the megabanks. They have to fi nd another way. The path forward requires that banking providers redesign their core fi nancial products like checking accounts and loans, and target them to specifi c segments and niches in the market.


• Why retail banking providers must rethink the role of checking accounts and the overemphasis of “PFI status” in their strategy

• Why it’s time to kill free checking products

• How traditional retail fi nancial products need to be reimagined for targeted consumer segments

• How to innovate and differentiate by bundling non-fi nancial products

13 Surprising New Ways to Make Your Acquisition Marketing Campaigns Deliver MoreNancy Harhut, Behavioral Scientist and Chief Creative Offi cerHarhut & Associates

How do you get consumers in today’s multi-device, multi-channel, information-soaked world to do what you want? In this revealing how-to session, you’ll learn the latest marketing techniques and discover the secrets of consumer psychology that trigger action and drive results. Nancy Harhut, a perenial attendee favorite and one of The Financial Brand’s most popular instructors, uncovers surprising new ways — fueled by the latest fi ndings in brain science — to make acquisition messaging more effective in the fi nancial industry. See numerous examples from a variety of verticals including fi nancial services, and leave with actionable takeaways you can easily incorporate in your marketing strategy right away.


• How to turbocharge any acquisition strategy with the tricks of “decision science”

• New copywriting and design secrets that resuscitate fatigued email and weary direct marketing campaigns

• What to say fi rst when someone “isn’t in the market”, and the magic words that can get even the most stubborn prospects to break down and say “yes”

The Fintech Effect: How Digital Innovators Are Disrupting BankingDave DeFazioPartner at StrategyCorps

Consumers are no longer loyal to traditional banking providers, and nimble competitors are rushing in to capitalize on this weakness. With millions of users, digital innovators like Venmo, Square, and PayPal are redefi ning banking experiences and changing the way consumers shop for and acquire fi nancial services.

This session will explore the intersection of mobile UX and fi nancial retailing. Attendees will see live demonstrations of new digital tools from fi ntech disruptors that are reimagining every aspect of banking and winning the battle for Millennial customers. Learn how to respond to new consumer behaviors and changing attitudes about traditional banking products, and see how fi nancial services should work in a modern world.


• How hot trendsetting fi ntech providers are make banking easier and more intuitive for customers

• How new robo-tools including AI, algorithms, asynchronous chat and voice-activated banking services are automating fi nancial advice

• New innovations from traditional fi nancial institutions that will alter the banking landscape over the next 12 months


Breakout SessionsSolving The ROI Riddle: How Financial Marketers Quantify Results and Communicate Value to Key StakeholdersLance SenoyuitSenior Principal/Banking Industry SAP

Of the estimated $2.1 trillion that will be spent on media globally this year, how much of that will be wasted? In today’s complicated media landscape, how can fi nancial institutions wrap their arms around their marketing ROI?

Now more than ever, it’s critical that fi nancial marketers can accurately assess the return of their marketing initiatives and clearly demonstrate the benefi ts of their campaigns to key stakeholders. This session will show you how to justify your organization’s marketing spend, and determine the MROI across various lines of business.


• Metrics and measurements to calculate and quantify marketing ROI (MROI) in fi nancial services

• How to weigh the multitude of factors involved with calculating marketing ROI (MROI)

• How to overcome the obstacles and mistakes to avoid when evaluating your MROI

• How and where technology plays a role

• How a more effective and accurate approach to MROI has a positive impact on your customer base and critical internal constituencies

The 4 Pillars of Successful Multi-Channel Branding CampaignsLily Harder, VP/Research at Mintel

Maintaining a multi-channel brand presence does more than generate top-of-mind name awareness. Effective integrated brand-building campaigns heighten interest in additional products, making cross-selling easier so you can deepen relationships.

In this session, you’ll get a whole new perspective on today’s omnichannel media and marketing landscape. Learn new media-mix strategies from the industry’s most savvy fi nancial marketers, and see examples of best-in-class omnichannel marketing campaigns. You’ll also see stand-out case studies from other industries including retail and e-commerce, and examples of marketing “fails” in fi nancial services.


• How to increase loyalty while staying on brand

• Why you have to earn your customers’ business

• How, where, and when consumers prefer to engage with fi nancial brands

• How digital and traditional channels can work together

• Out-of-the-box ways to utilize social media

“Fabulous event! Relevant content, great mix of high level inspirational content coupled with tactical takeaways you can apply as soon as you get back!”Maria SchwartzMarketing Director/Brand StrategyFirst Republic Bank($96 billion in assets)


Breakout SessionsTransforming Relationships Into Revenue: A Roadmap for Financial ExecutivesBarbara Sanfi lippoCEO of High Defi nition Banking®

Do people view you as a fi nancial partner or just another errand? Do they give you their transactional business but go elsewhere for high-value services like borrowing, investing and insurance?

Banking providers must totally redefi ne their sales model, moving beyond transactional product selling to demonstrate true passion and genuine concern for the people’s fi nancial well-being. In this idea-packed and energizing session, you’ll learn a proven system to advance beyond the initial onboarding experience. Challenge your thinking and fi nd out how to move forward with a new game plan for generating revenue.


• How to turn CRM into ROI with a structured, sustainable roadmap guaranteed to build trust, and deepen relationships

• How to turn your staff into proactive relationship managers and fi nancial coaches

• How to score your organization on 10 critical factors that determine what you must do to transition from a transactional cross-selling model to a relationship-driven organization

• The three emotional drivers of customer relationships, and why meeting those means a highly differentiated experience that leads to more business

Building Banking Relation-ships By Humanizing Digital Experiences With AIMichele ElrodEVP/Head of MarketingRegions Bank

Regions has been personalizing interactions powered by AI for nearly two years now. This session will reveal the bank’s successes, shortcomings, and lessons learned along the way. Come fi nd out what mistakes you need to avoid, what’s worked, and how to integrate artifi cial intelligence into your fi nancial institution’s digital transformation strategy.


• How to achieve more meaningful customer interactions by orchestrating and automating personalized, omni-channel marketing strategies across inbound touch points, including websites, mobile and call centers

• Integration opportunities to drive greater effi ciencies and agility as inbound and outbound marketing strategies converge

• Lessons learned from a fi nancial services provider who has been there and done

Digital Banking 2025:The Four Strategic Pillars for SuccessJouk PleiterCEO and Co-FounderBackbase

People want a seamless experience and smart digital platforms. Banking providers must be ready to compete in a world of non-stop innovation, but legacy systems are thwarting the digital transformation at 77% of fi nancial institutions, and stopping half of them.

This session will show you what it takes to create a platform that makes your institution dynamic and innovative enough to compete in today’s digital world. Learn about the four strategic pillars required to build a future-proof digital bank, and how to overcome the roadblocks to digital transformation.


• How to become the bank of the future now, and move from “digital-on-the-side” to “digital fi rst”

• How to shift from channel islands to create seamless, omni-channel, end-to-end customer journeys

• What’s working and what’s not from digital banking leaders around the world


Breakout SessionsListening to the Voice of the Customer: Turning Social Media Insights Into Digital GoldTroy JanischVP/Director of Social IntelligenceU.S. Bank

Likes, clicks, and comments swirl around your brand online every day. People scatter reviews, complaints, and feedback across the web. But what can you do with all this data? This session will show you how to operationalize feedback in digital channels by getting it into the hands of the right stakeholders — from the corporate C-suite down to branch staff on the frontlines. Learn how to aggregate online comments and collate social media input, then capitalize on it by turning it into actionable insights in real time.


• How to use social media channels to monitor the sentiment of key constituencies

• How to generate trackable ROI by listening to what people are saying and where they are saying it

• How to identify which social channels to monitor, and which have the most impact on your brand

Data is Currency: Empower Your Marketing By Improving People’s Financial LivesJane Barratt Chief Advocacy Offi cer at MX

In today’s world, a fi nancial literacy program is often little more than lip service. It’s a checkbox that few fi nancial institutions take seriously, and seldom seen as a marketing lever with real impact on revenue. In this session, you’ll learn the importance of customer advocacy, and how savvy fi nancial marketers can create comprehensive fi nancial wellness programs that drive organizational and member success.

Find out how banking providers can leverage consumers’ fi nancial data to improve their fi nancial strength. This session will show banks and credit unions how they can maximize their marketing ROI by empowering people with fi nancial tools, knowledge, and advice.


• How the ROI of advocacy yields higher results than conventional marketing efforts

• How to be more competitive by turning fi nancial literacy into a powerful marketing tool

• How to give consumers a clear view of where they stand in their fi nancial lives

• Why clean data matters, and how to put it to use with the right fi nancial tools

“Hands down the best conference of the year! The Financial Brand Forum is what I base my entire marketing plan around.”Steve HildebrandVP MarketingFreedom First Credit Union($600 million in assets)


Breakout SessionsDigital Natives: Winning the Next Generation of Financial ConsumersJeff FrommPresident of FutureCast

Millennials have rocked the fi nancial world. And Gen Z will shake the industry up again next. Jeff Fromm, widely respected as “The Millennial Marketing Guy,” will walk through the ways fi nancial institutions can prepare now to become trusted advisors and win their lifelong business.

This session will teach attendees how to rethink and realign business strategies to best capture revenues from both Millennials and Gen Z. Learn how emerging generations and Millennial trends are reshaping the business, and what fi nancial brands must do to better reach younger consumers. Includes examples of best practices that can be applied to drive engagement.


• A new approach to understanding the Millennial consumer journey and how the “Millennial mindset” should shape your strategy

• How to bridge the Millennial profi t gap in fi nancial services The major youth trends that infl uence consumer behavior and attitudes

• New marketing strategies that win with Millennials, and why content marketing is absolutely critical

• The key questions you may not be asking that will help you achieve success

Personalization With a Human Touch: Strategies to Build Powerful Cross-Selling & Onboarding ProgramsPaula TompkinsFounder and CEOChannelNet

Customers with just one product stay with their fi nancial institution for only 18 months. Simply adding a second product extends that relationship to four years. And yet fi nancial institutions miss opportunities to retain customers every day.

By incorporating a personalized, human touch to digital interactions, banks and credit unions can consistently outperform their peers and provide stronger — and more profi table — relationships with customers. Learn how to create a digital, data-driven strategy that incorporates personalization techniques that drive loyalty and generate cross-selling opportunities.


• How to become customer-centric and successfully make the shift from a purely product/sales focused marketing strategy

• How to reach people across various points in their “life cycle” — from awareness to purchase, retention and advocacy

• How to build meaningful dialogue with consumers and create more honest relationships

• How to curate killer content from the your website, social media and other digital properties to create relevant digital experiences

Unleashing Robotic Automation: Strategies for Growth & Profitability in BankingChris NicholsChief Strategy Offi cerCenterState Bank

With artifi cial intelligence, predictive analytics and machine learning, traditional fi nancial institutions are building new robo-tools that slash costs and improve the banking experience. Working alongside employees, robo-solutions can extend the creative problem-solving capabilities and productivity of human beings and deliver superior business results.

Learn how these new tools can save manpower by ascribing human intuition and intelligence to digital platforms. This session will uncover how robotic process automation can make you smarter and more productive in lending, credit, deposits, customer engagement, service, employee support, compliance and culture.


• How banking providers can prepare for the future and grow in the new robo-reality

• 10 immediately actionable robo-driven ideas to make any fi nancial institution more profi table

• How robots will change how banks and credit unions think about marketing

• How robotics and cognitive automation will keep banking providers from drowning in data


Breakout SessionsPeople First: The Key to Maintaining Branch Relevance in a Digital WorldDena RotenManaging Director of Retail Banking at Citi

In our increasingly digital world, retail branch locations remain relevant because they provide physically tangible payoffs for the psychological needs people have when establishing banking relationships. Branches offer physical reassurance that a fi nancial institution can deliver the sense of trust, security and convenience consumers crave.

However, retail locations will continue to evolve. While much attention is heaped on tech and the digitization of branches, it is staff who are the relevant differentiators on the front lines. Learn how Citibank is brings retail branch teams up to date by equipping them with the new skills required to keep up with the shifting needs of today’s consumers.


• How branch staff can capitalize on the unique competitive advantages retail locations afford

• Best practices for refreshing and developing branch talent to improve performance

• How to prepare your frontline teams for the inevitable big changes ahead by fostering a culture of agility and readiness

• How to create a curriculum of ongoing learning and skill development with a streamlined training infrastructure

Engineering the Right CX Strategy for Today’s Digital-Centric and Branch-Centric ConsumersJoe WheelerSenior Director/Mid-Size Bank Practice Lead at J.D. Power

In 2019, few fi nancial institutions aren’t tracking their customer experience somehow. And most executives in the banking industry know CX strategies need to be integrated into their strategic plans to accomplish their growth goals. The trouble is, they don’t.

Two out of fi ve retail banking customers today are digital-centric, which presents real problems for banking providers — e.g., lower levels of engagement, satisfaction and loyalty. This session will show you how to overcome these challenges by linking three critical concepts together in your CX strategy: life stage, convenience and brand reputation.


• The difference between today’s branch-centric vs. digital-centric consumers, and how to attract more of both

• The top reasons people — particularly Millennials — switch banks, and how to identify those most likely to switch in the next 12 months

• How to take your CX strategy to the next level and move past beyond “data” that simply measures and quantifi es the experience you deliver

• Ten critical 10 CX measurements and KPIs you need to integrate into your strategy

“One of the most inspirational conferences I’ve ever attended. I could not wait to get back to work to share insights and begin implementing the concepts!”Cathy, GrahamChief Marketing Offi cerDesert Financial FCU($4.5 billion in assets)


Breakout Sessions

“It was if someone from The Financial Brand had been sitting in our strategic meetings, then seamlessly delivered breakout sessions, how-to presentations and keynote spakers tailored to our needs.”Pam Hatt, VP of MarketingPen Air Federal Credit Union($1.4 billion in assets)

Best Practices in Advanced Multichannel Onboarding: Machine Learning, AI & Marketing AutomationTricia Hrotko, Regional Executive at Digital Onboarding and former EVP/Chief Revenue Offi cer at Clift on Savings Bank

What happens in the days and weeks after someone opens a new account or gets a loan has a lasting impact on their profi tability. Banking providers that cross-sell more products and services and grow their bottom line start with a great onboarding on Day 1, then sustain on-going positive interactions over the lifetime of the relationship.

This session will show you how to launch a personalized communication program with highly relevant product suggestions and curated content based on customer and member needs and behavior. Learn what machine learning-augmented, marketing automation 2.0 looks like, and how it will yield big growth for your fi nancial institution.


• How to thank, engage, guide and assist new customers with 1:1 campaigns that lead to fully-engaged relationships

• How to increase adoption of additional products and services and drive long term profi tability

• How to leverage the power of machine learning to defi ne the optimal who, what, when, how and why messages are delivered — automatically and in real-time

Cultivating Smart Data to Enrich Relationships: Leveraging Next-Generation MCIF PlatformsBen StanglandPrincipal/President & COOWeber Marketing Group

For over 30 years, an MCIF system was the marketer’s “power tool”, but such systems couldn’t answer complex growth questions or shape strategic decisions.

In this session, you’ll learn how marketers must work with leaders in IT and other teams to implement a modern data analytics platform. Learn how to move from antiquated data modeling systems to dynamic “predictive and prescriptive” tools that drive smarter decisions.


• How an intelligent data warehouse platform — combined with outside data and machine learning tools — can measurably increase bottom line performance and profi ts

• How your C-suite can align every department around new models for strategic ROI by tapping data-driven tools like visual dashboards and heat maps

• How to identify optimal “lifestyle segments” and turn them into data-driven “marketing personas” that more accurately predict people’s wants and needs

• How data improves targeting, fuels cross-selling, and enhances interactions through greater personalization


Breakout SessionsThe Financial Marketer’s Guide to Crafting Killer Social Media StrategiesClaudia SandinoCMO at Ocean Bank

Many fi nancial institutions struggle with social media. They have a hard time gaining any traction and growing their online community. Cross-selling products and generating leads are a perpetual challenge. How can social media managers be creative and produce great content without causing compliance problems?

Learn how one bank aligned its social media program with their strategic plan, delivering results that achieve critical business objectives. Whether you are starting from scratch or have been active in social media for years, this session will make sure you’re on the right track.


• How to build, grow and manage your fi nancial institution’s online communities

• How to develop social media content that resonates with your target audience

• How to generate leads and trigger sales through social channels

• How to target prospects with compliant ads on social platforms like Facebook and Instagram

• How to engage with consumers online and deliver great service through social channels

• How to measure and report the success of your social media strategy

Google & Big Data Disruption: Secrets of Search & SEO for Financial MarketersWil ReynoldsFounder and Directorof Digital StrategySeer Interactive

If you listen carefully, you can hear the many little clues that Google sends about what your customers want. Are you paying attention? And can you harvest those insights at scale?

Mining millions of queries isn’t easy, but this session will show fi nancial marketers how to leverage the insights from Google, banking providers, publishers, content aggregators and others.


• How to break your data free from marketing silos

• How to link data sets together and create data visualizations that give clarity to the C-suite

• How to use big data to help you fi nd easy quick content wins, guaranteed to drive leads the next day

• Maximize the relationship between PPC and SEO, and learn how to use one to inform the other

• Uncovering your competitor’s content to fi gure out how and where you can outrank them.

• How to prioritize disruptive changes in search — rich snippets, voice search, mobile and more

The CX Revolution & The New Rules of Digital MarketingChristopher LesterPresidentC4ward Strategies

People don’t hate marketing. They just hate bad marketing. The truth is that consumers today are so connected and empowered with information that many traditional marketing strategies are now obsolete or unnecessary. Marketing today is less about selling and more about crafting an experience.

In this session, you’ll learn how to leverage brain science, audience data and consumer-centricity to tell a better story about your institution. Learn how smart marketers are shifting away from pushing products and hammering messages to building tribes and creating visual content that is interactive and sharable.


• How to shift from mundane messages to marketing that’s magic

• How to get your audience tuned in, turned up and talking

• How to use data, smart pixels, and your data platform to craft personal experiences

• The importance of targeting and why you need to segment the heck out of your audience

• How to build for the future and compete for attention with retailers who have already fi gured it out


Breakout SessionsCracking The Code on Consumer Psychology & Behavioral Science: Applications for Financial Marketing & Digital UXMark CliffeGlobal Head of ResearchING Group

By leveraging new digital technologies, fi nancial marketers can now collect and leverage “soft data” on consumers — their goals, emotions and social behaviors — and foster emotional engagement with people, wherever they are.

This session shows fi nancial marketers how to connect the principles of behavioral science, consumer behavior and marketing psychology to communicate more effectively and deliver digital experiences consumers crave. This is what banking providers need to know to create a seamless experience and push their marketing to a new level.


• How fi nancial marketers must weave data analytics, behavioral economics, and personalization strategies together in digital channels

• How fi nancial marketers can appeal to the basic human processes that govern decision-making

• How the digital banking revolution goes beyond transactional data

Crushing Goals andFueling GrowthWith Inbound MarketingMeredith OlmsteadCEO and FounderFI Grow

Go beyond vanity metrics and learn exactly what it takes for fi nancial marketers to succeed by implementing a complete inbound growth stack. From online account opening to completing even the most complicated home mortgage process, this session will arm you with the tactics, tips and tricks your team needs to make inbound sales and marketing a success at your fi nancial institution.


• How fi nancial marketers can build an “inbound growth stack”

• Measurable digital marketing techniques that generate leads, deepen current relationships, and increase share of wallet

• Actionable tips you can implement with your sales team — starting today!

• How to compete in digital channels despite heavy regulation and compliance burdens

Maximizing Marketing Automation Tools to Accelerate Growth in BankingPeter StackpoleFounder of Stackpole Partners

Within the next fi ve years, marketers will invest more than $25 billion in automation tools. The fi nancial sector in particular is predicted to leverage these powerful tools to manage crucial components of their integrated marketing initiatives.

This session will show fi nancial marketers what it takes to successfully harness the true potential of marketing automation. In this comprehensive and engaging presentation — citing case studies and examples from the banking industry — you’ll learn the crucial steps necessary for a successful implementation and how to unleash marketing automation tools at your fi nancial institution.


• How to align your marketing automation processes to achieve goals with greater effi ciency, strengthen cross-channel campaigns, bolster your content strategy, and improve brand equity

• How to extract the full benefi t of marketing automation through the strategic application of workfl ows and data scoring

• How to structure and segment your data

• How to discover new audiences, pinpoint specifi c target groups, and vet your messaging to ensure it speaks to them effectively

“ Excellent speakersand very inspirational!”Emmi Lim, VP/Brand StrategyFirst Republic Bank($96 billion in assets)


Breakout SessionsRetooling Your Organization and Evolving Your Culture Around CX Strategies That Drive GrowthDeborah MersinoChief Marketing andExperience Offi cer at OCCU

Most fi nancial institutions today have some form of CX initiative underway. But many are still unsure how effective these strategies will actually be. What business outcomes will they ultimately deliver?

In this session, you will learn what your fi nancial institution needs at both the organization and strategic levels to engineer an effective CX program — the shifts necessary to drive positive results.


• The Rx for CX — eight steps and specifi c recommendations to achieve CX maturity

• The cultural changes and skills sets you need to make exceptional CX a reality

• The advantages of agile methodology and Scrum, and the principles behind human-centered design

• How to cultivate a vision for improved CX, and an action plan to drive tangible metrics

Banking in an Omni-Channel World: Integrating Social Media and Retail ChannelsKatelin Cwieka, AVP/Social Media and Brand Communications Manager at Avidia Bank

In today’s digitally-centered world, many fi nancial institutions feel pressure to build their presence online — from social media and websites to SEO/SEM and display advertising. But how do you balance this while maintaining the strong brick-and-mortar presence you’ve spent decades cultivating in the communities you serve? And most importantly, how can you make these things work together to create an omni-channel experience with synergy? Gloria Roheim McRae from Hootsuite, one of the world’s leading social media platforms, will join Katelin to show how you can use your branch’s physical presence to generate more online traffi c, and vice versa.


• How to create a cohesive, integrated experience that links marketing between branch and online channels

• How to engage and activate employees to help build your digital and social media presence and increase branch traffi c

• How to leverage physical channels to fuel more online conversations, more traffi c on your website, and greater engagement in your social media community

• How and where to start when it comes to compliance

AI and Machine Learning in Banking: Practical Applications for Financial MarketersBrian KnollenbergVP/Member Insights and StrategyBECU

Everywhere you turn, you hear how AI and machine learning are completely transforming banking. But what’s real and what’s hype?

This session will show what these new emerging technologies are truly capable of — what they can and can’t do, what is and isn’t possible — separating fact from fi ction. We’ll dig into the process, showing you how to get started, where to focus, what to watch out for, and how much of an impact it can have on your bottom line.


• A framework to measure your readiness — key considerations and internal capabilities that must be addressed before integrating AI and machine learning into your marketing strategy

• How advanced data analytics can increase revenues and the level of impact you can expect on your business

• How to evaluate potential partners and possible solutions and what they potentially bring to the table

• Why consolidating, collating and enriching your data is critical to advanced data analytics initiatives


Breakout SessionsHow to Maximize Content Marketing for Exponential Loan and Deposit GrowthJames Robert LayFounder & CEODigital Growth Institute

Content marketing is more than publishing an occasional blog or social media post. It is the fuel for your fi nancial brand’s future digital growth engine.

This session will show you how to plan, produce, and promote content in every step in the consumer buying journey. You’ll take back proven and actionable insights that will help you position your fi nancial brand as the empathetic, helpful, and trusted fi nancial guide for people in the communities you serve so you can generate 10X more leads, loans, and deposits.


• How to use content marketing to generate more leads for loans and deposits

• How fi nancial brands are already maximizing content for exponential loan and deposit growth

• How to map and align content marketing to every stage of the digital consumer buying journey

• How to defi ne a content marketing production process that simplifi es your life

• How to maximize the promotion of your content through digital distribution channels

• How to structure a content marketing team with internal and external talent

Successful Social Media Marketing Strategies That Supercharge EngagementAlexandra GekasVP/Marketing & EngagementCallahan & Associates

Looking for new ways to attract more followers? Want to hit that next home run in social channels? Take a trip around the nation to see what’s working in social media marketing today. This session will show you examples of best practices, and give you strategies you can utilize at your institution. Discover new ways that marketers in banking and other industries are leveraging social media for both engagement and growth.


• How to leverage different platforms to achieve various strategic objectives

• Three of the most effective ways to foster greater engagement with your audience

• Tips to effectively leverage your content on social media channels

Incorporating Simple Digital Strategies for Robust, Integrated Marketing CampaignsDeidra ColvinChief Marketing Offi cerBaker Hill

“Consultative selling” is dead and “solution selling” is in the rear-view mirror. The old playbook no longer works. In this hyper-competitive environment, small businesses demand more when they interact with their banking providers. Trust-based selling is the way to make it happen. Buckle up, this lightning round presenation will show attendees how to take their bank or credit union to the next level of business banking excellence.


• What small businesses want from their banker, where most fi nancial institutions fall short, and what you must do to close the gap

• The fi ve Cs of trust-based selling and how to get your sales team to live these principles every day

• How to build your new business development program around LinkedIn and Sales Navigator to generate all the leads you’ll ever need

• Business banking secrets like “3 Before 8”, priceless free resources, and one gret tip that only 8% of banks do

“ Excellent — always relevant, innovative andthought provoking!”Jillian Bartley, VP/Marketing and Communications DirectorLos Alamos National Bank($1.3 billion in assets)

Caesars PalaceHotel & Resort Las Vegas

C O N F E R E N C E V E N U E

Book your hotel room online now at forum2019.com/venue

The reduced rate is only available until March 21, 2019 or until these

rooms sell out, so don’t delay!

SPECIAL ROOM RATE FORFORUM 2019 ATTENDEES

forum2019.com/venue

From the moment you walk through the doors at Caesars Palace, you’ll understand why this iconic Las Vegas hotel sets the standard for luxury, with opulent details, spectacular rooms, impeccable service, and world-class entertainment.

There are a limited number of rooms reserved for att endees at an exclusive discounted rate. Stay any time between April 8th and April 22nd for only $199 per night (single/double occupancy, includes resort fee and complimentary wifi ) — a savings of over $100 per night on rooms that typically go for over $300! These rooms will sell out, so don’t delay!

$199 PER NIGHT APRIL 8 – APRIL 22

Exclusive room rate for Forum 2019 att endees — only $199 per night!

RATE EXPIRESTHURSDAY MARCH21

EEEEEEEEXXXXXXXXXXXXXXXXXXXXXXXXXXXPPPPPPPPPPP


Hurry, the countdownis on! The Forum 2019 kicks off April 15th!

Registration Details Register now to get a free upgrade to a Gold Pass!

Each Gold Pass includes everything you get with an all-access Standard Pass, plus access to video recordings of all keynote presentations and breakout sessions.

You don’t have to worry about missing any presentations. And you can watch the sessions again when you get back to the offi ce.

* Speaker restrictions and/or technical diffi culties during the live event may prevent some presentations from being included in the fi nal compilation of session recordings.

Includes all keynotes, all breakout sessions, three complete breakfasts, three full lunches, three hosted networking receptions, complimentary snacks and refreshments for three days.

You also get the Forum 2019 Digital Toolbox — a 2GB fl ash drive loaded with digital copies of all sessions, exclusive white papers, research reports, charts, graphs and more.

Gold Passfor accessto video recordings$2,495

StandardPassfor banks andcredit unions$1,995


Registration Details Register now to get a free upgrade to a Gold Pass!

Hurry, the countdownis on! The Forum 2019 kicks off April 15th!

$2,495

Includes 3x breakfasts, 3x lunches and 3x receptions for your spouse or traveling companion. $395

STANDARD PASS

STANDARD PASS

3 ATTENDEES

$1,250 $1,175 $1,100 $1,0254 ATTENDEES 5 ATTENDEES 6+ ATTENDEES

Includes automatic upgrade to a . Limited to 100 attendees in this category.

(Banks and credit unions only)

Each person gets a freeupgrade to a (Banks and credit unions only)

* ALL RATES AND DATES SUBJECT TO CHANGE.

Register now and get a free worth $500.00!

$1,995

EXPIRED MARCH 7, 2019

EXPIRED MARCH 7, 2019

EXPIRED DECEMBER 6, 2018

EXPIRED DECEMBER 6, 2018

Sorry, this promotionalrate is no longer available.

$1,250


$1,390


$1,490


$1,625Register now and get a free

worth $500.00!

$1,995

Don’t wait! Time is running out. Register now, before it’s too late!

april 15-17 • caesars palace las vegas · cx and digital transformation in the banking industry....

Documents