Why You Should Attend!



Argyle Executive Forum is bringing together financial services executives at our annual 2018 Financial Services Forum: Marketing & Technology Innovation in Boston. Throughout a full day of content and networking, we will focus on the most pressing issues that marketing & technology executives are tackling within the financial services landscape, with an agenda geared specifically towards CMOs, CDOs, CTOs and CIOs, as well as digital, marketing, analytics, technology, and data VPs and Directors in a leadership role.  

Transactions that were once dominated by physical money, human interaction, or long lines at banks are now commonly executed through digital interfaces. The evolution of technology in the Financial Services industry has caused marketers to look at new and innovative techniques to transform the financial institutions. Topics covered by our speaking faculty will include:

  • Creating a seamless customer experience across multiple channels and touchpoints
  • Delivering personalized experiences while managing customers’ privacy concerns
  • Integrating data and digital marketing across every channel
  • Utilizing automation such as predictive analytics and machine learning
  • Creating personalized and digital content


Our keynote presentations, fireside chats, panel sessions, and interactive group discussion sessions will enable you to learn about and discuss these topics and more. Plus, you can expand your network by meeting peers from across the nation and around the world. We look forward to hosting you!

This event will feature insights from top executives, including:

If you'd like to recommend a speaker, please email Angela De Jong at adejong@argyleforum.com.

Speaker
ARGYLE HOST John Bell Vice President, Enterprise Digital Marketing
Travelers
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Speaker
Enrique Aceves Vice President, Head of Marketing Analytics & Data Strategy
Nuveen
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Speaker
Neal Amsden Vice President of Demand Generation
ON24
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Speaker
Allison Baird Senior Vice President Marketing
Boston Private
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Speaker
Michael Gannon Vice President, Content Marketing
TIAA
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Speaker
Alyssa Gilmore Global Head of Communications, Financial Products
Bloomberg
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Speaker
Steve Gogolak Vice President Digital Client Experience & Insights
Boston Private
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Speaker
Kristie Helms Managing Director, Global Head of Client Marketing Strategy
State Street Corporation
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Speaker
Matt Hummel Director, Marketing
Thomson Reuters
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Speaker
Melinda Kuleszka Vice President, Marketing and Communications
Fidelity Investments
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Speaker
Christopher McIntosh Chief Marketing Officer
Baystate Financial
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Speaker
Sharifah Niles-Lane Vice President, Digital Marketing and Social Media Manager
Eastern Bank
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Speaker
Paul Pennelli Head of Direct to Consumer Marketing
MassMutual
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Speaker
Renee Smyth EVP, Chief Experience and Marketing Officer
Camden National Bank
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Speaker
Darnell Wilkins Vice President, Digital Marketing
Freedom Mortgage Corporation
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  • 8:00am – 9:00am Breakfast
  • 9:00am – 9:10am Argyle Opening Remarks
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    John Bell
    Vice President, Enterprise Digital Marketing
    Travelers

  • 9:10am – 9:45am Keynote Presentation: "How I Built This: Content Marketing Tech Stack"
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    Overwhelmed when you hear that the average marketing Team uses 91 cloud services? We all are, but when Boston Private approached their marketing tech stack, they did so deliberately with a content marketing strategy in mind. In this presentation, Steve will walk through the marketing technology roadmap planning process and how they layered complexity over time as the strategy matured.

    Steve Gogolak
    Vice President Digital Client Experience & Insights
    Boston Private

  • 9:50am – 10:10am Thought Leadership: "Human Marketing: How Financial Services Leaders Use Webinars to Engage Clients and Drive Revenue"
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    As client engagement becomes increasingly digital, what happens as the personal touch goes away? In this session, Neal Amsden, VP of Demand Generation at ON24, will show you how to put the personal back in the digital, with engagement-driven webinars. Neal will show you examples of how some of today’s leading financial services companies have successful used webinars to engage clients, position services and drive revenue.

    Neal Amsden
    Vice President of Demand Generation
    ON24

  • 10:10am – 10:35am Networking Break
  • 10:35am – 11:20am Panel Discussion: “How Marketers Continue to Lead with Technology-Enabled Experiences”
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    Session topics include, but aren’t limited to:

    • Addressing (and exceeding) rising consumer expectations for fully digital experiences 
    • Keeping up with the increased use of changing technology
    • Driving customer acquisition through personalized experiences driven by technology
    • Incorporating technology into your marketing automation, CRM, and sales enablement platforms
    • Utilizing AI and machine learning to create deeper connections along each customer’s journey
    • Facing the challenge of shifting to digital channels and competing with digital-only players in the banking industry
    • Using analytics to show the value of marketing and data influencing decisions  

    Moderator: 

    Darnell Wilkins
    Vice President, Digital Marketing
    Freedom Mortgage Corporation

    Panelist: 

    Enrique Aceves
    Vice President, Head of Marketing Analytics & Data Strategy
    Nuveen

    Melinda Kuleszka
    Vice President, Marketing and Communications
    Fidelity Investments

    Christopher McIntosh
    Chief Marketing Officer
    Baystate Financial

    Renee Smyth
    EVP, Chief Experience and Marketing Officer
    Camden National Bank

  • 11:20am – 11:40am Networking Break
  • 11:40am – 12:25pm Panel Discussion: “Building Relationships through Content”
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    Session topics include, but aren’t limited to:

    • Creating interactive content, visuals and multimedia content
    • Evolving from in-person transactions to onmichannel engagement
    • Winning the loyalty of customers with customized digital and mobile engagement
    • Using content as a key differentiating factor from other institutions
    • Keeping millennials engaged with content and catering content to different generations
    • Focus on educational and informational content rather than entertaining content

    Moderator:

    Alyssa Gilmore
    Global Head, Communications
    Bloomberg

    Panelist: 

    Allison Baird
    Senior Vice President Marketing
    Boston Private

    Michael Gannon
    Vice President, Content Marketing
    TIAA

    Kristie Helms
    Managing Director, Global Head of Client Marketing Strategy
    State Street

    Paul Pennelli
    Head of Direct to Consumer Marketing
    MassMutual

  • 12:25pm – 1:25pm Lunch
  • 1:25pm – 2:00pm Keynote Presentation: "Creating an In-house, Data-driven Digital Marketing Culture"
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    Digital Marketing will soon be called “Marketing.” Until the post-digital world arrives completely, brands have the opportunity to build new capabilities the data-rich and data-driven nature of digital marketing to acquire, retain and increase the lifetime value of their customers. For many brands in financial services, using digital marketing to engage prospects and customers will be key to effective marketing across the board. But how do you build a discipline and a culture to deliver creative, engaging marketing by-the-numbers? How do you balance in-house with partner and agency teams?  How can data be democratized and converted into useful and actionable insights? Hear how Travelers has built a data-driven digital marketing team and culture and the lessons learned along the way.

    John Bell
    Vice President, Enterprise Digital Marketing
    Travelers

  • 2:00pm – 2:20pm Networking Break
  • 2:20pm – 2:55pm Keynote Presentation: "Keeping Today’s Hyper Connected Customer Engaged"
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    Today’s customers aren’t just looking for brands that offer great financial products and services. They’re also seeking out ones who share their values. During this Keynote, you’ll learn how to tap into your brand’s DNA to be courageous and connect with customers on a personal level, deepening engagement. And you’ll see how Eastern Bank was able to use this strategy to drive strong engagement numbers that surpassed those of other banks.

    Sharifah Niles-Lane
    Vice President, Digital Marketing and Social Media Manager
    Eastern Bank

  • 3:00pm – 3:35pm Keynote Presentation: "Demand Gen 2.0: Built for Today. Build for Tomorrow."
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    The emergence of digital media is transforming the org structure, skill sets, and operational requirements of the Marketing function. In response, we need to be more agile, cross-functional, and focused on the customer experience. With expanding scope and new challenges, how can you build a modern, revenue-generating demand center without losing sight of the immediate revenue goals set before you? In this session, you’ll learn how a relatively small and new team laid the foundation for scale, while growing its direct contribution to more than 30% of total new sales.

    Matt Hummel
    Director, Marketing 
    Thomson Reuters

  • 3:35pm - 3:45pm Argyle Closing Remarks
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    John Bell
    Vice President, Enterprise Digital Marketing
    Travelers

  • 3:45pm - 4:45pm Closing Reception
  • *Schedule and timing is subject to change

What will be discussed? Explore marketing hot topics and challenge areas such as:

Omnichannel strategy

Evaluate where you are on the omnichannel maturity curve, reflect on how your team is driving accountability around the omnichannel customer experience, and find out what you could be doing better. Our speakers will discuss:

  • Methodologies for measuring ROI
  • Targeting with customer data
  • Managing cross functional collaboration
  • Comparing single and multichannel interactions

Mobile Marketing

Confront the shift to the mobile consumer head on, by learning how the Fortune 500 has adapted their marketing efforts for mobile devices. Discuss mobile's evolution and make predictions for the future. Get briefed on:

  • Optimizing content for mobile
  • Managing the mobile channel as a marketer
  • Building a unified view of users across channels
  • Measuring the ROI of mobile

Buyer 2.0: the B2B customer

Who is the B2B customer of today, as opposed to 5-10 years ago? Learn how successful organizations have implemented new channels and capabilities to reach this specific type of consumer. Gain insight into:

  • Catering outreach to the customer
  • Empowering your sales team
  • Establishing brand credibility
  • Becoming a thought leader

Customer engagement

Explore how we understand our customers in today's hyper-connected world, and develop a brand dialogue to effectively communicate with them. Hear discussions on:

  • Understanding audience fragmentation
  • Connecting emotionally with customers
  • Communicating across multiple touch points
  • Integrating new media with traditional strategy

The digital CMO

The digital sphere has changed the role of the CMO, in scope and practice. Talk about how this affects all areas of the executive agenda, from budgeting to hiring. Learn how top CMOs are:

  • Being catalysts for change
  • Adopting new measurement tools
  • Defining new roles to add value
  • Leading by example

Content marketing

Exceed your customer's expectations for a tailored experience with effective content marketing. Find out how other marketing leaders are:

  • Driving engagement through personalization
  • Measuring content efforts
  • Exploring new communication channels
  • Understanding customer preferences

Still have questions? We have answers.

I want to attend, but what if I'm unsure of my schedule and need to cancel my participation?

Just let us know. We understand that schedules change! However, we always have a waiting list for this event, and if you don't cancel, we will assume you are still attending and your spot will go unused. If you must, cancel at least 48 hours prior to the event to make room for others!

What if I can't be OOO for a whole day, or need to come late?

We have wifi and private rooms available for attendees to take calls and spend some quiet time on emails, as well as access to printing. Have a morning meeting you can't miss? No problem. This event was designed for busy executives - we get it.

I'd like to bring some colleagues. Do I need to register them online?

Events are more fun with friends, and we'd be happy to host your team. You can have them register online, or send us their names, titles and email addresses and we will take care of it for you!

I don't see the event venue listed. Where will the meeting be held?

To maintain exclusivity, we don't release the venue address until the registration process has been completed. All logistical details will be shared once you have requested a pass and been approved.

The "2018 Marketing & Technology Innovation in Financial Services Forum" in Boston is proudly sponsored by:

About Image
  • "Argyle offers a terrific opportunity to learn about marketing challenges and strategies across industries."

    The CMO of Perry Ellis on how the CMO forums create a space to share perspectives and solutions with peers in an informal setting.

  • "As a member of the CMO community, I have been impressed by the caliber of the organization and the network. "

    A VP of Marketing at Compass Group USA on attending Argyle CMO events and making connections.

  • "Their forums bring together engaging speakers and fascinating content. "

    The CMO of Constellation Brands on the Argyle CMO series.

Traveling for the event? Stay at one of our recommended hotels nearby:

Please note the below is the preferred hotel of Argyle Executive Forum. Please specify that you are part of the Argyle group when booking sleeping rooms in order to receive a discounted rate of $359 per night, taxes not included. For details on where the event will take place, please contact your Argyle relationship manager.

Venue

Westin Boston Waterfront


425 Summer Street
Boston, MA 02210
Telephone: (617) 532-4600
Website