Chief Marketing Officer

1 Day Meeting

2018 Marketing & Technology Innovation in Financial Services Forum

Boston, MA Sep 27, 2018

Overview

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!

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Speakers

If you'd like to recommend a speaker, please email speakerinquiry@argyleforum.com

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John Bell

Vice President, Enterprise Digital Marketing

Travelers

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Enrique Aceves

Vice President, Head of Marketing Analytics & Data Strategy

Nuveen

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Neal Amsden

Vice President of Demand Generation

ON24

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Allison Baird

Senior Vice President Marketing

Boston Private

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Michael Gannon

Vice President, Content Marketing

TIAA

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Alyssa Gilmore

Global Head of Communications, Financial Products

Bloomberg

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Steve Gogolak

Vice President Digital Client Experience & Insights

Boston Private

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Kristie Helms

Managing Director, Global Head of Client Marketing Strategy

State Street Corporation

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Matt Hummel

Director, Marketing

Thomson Reuters

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Melinda Kuleszka

Vice President, Marketing and Communications

Fidelity Investments

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Christopher McIntosh

Chief Marketing Officer

Baystate Financial

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Sharifah Niles-Lane

Vice President, Digital Marketing and Social Media Manager

Eastern Bank

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Paul Pennelli

Head of Direct to Consumer Marketing

MassMutual

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Renee Smyth

EVP, Chief Experience and Marketing Officer

Camden National Bank

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Darnell Wilkins

Vice President, Digital Marketing

Freedom Mortgage Corporation

Agenda

This event will feature insights from top executives, including

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8:00am - 9:00am
Breakfast
9:00am - 9:10am
Argyle Opening Remarks

John Bell
Vice President, Enterprise Digital Marketing
Travelers

9:10am - 9:45am
Keynote Presentation: "How I Built This: Content Marketing Tech Stack"

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"

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"

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"

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"

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"

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."

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

John Bell
Vice President, Enterprise Digital Marketing
Travelers

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

Sponsors

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Speak to one of our dedicated sponsorship teams sponsorship@theargyleforum.com

Sponsorship Information

This event will feature insights from top executives, including

Thought Leadership Spotlight Partner

Advisory Board

We are proud to share with you the following Argyle Industry Influencers. Their contributions to Argyle help keep the programs we offer our membership current and relevant, so we can continue delivering you premiere experiences, content development, and membership engagement.

Hotels

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


The following hotels are recommended by Argyle Executive Forum. Please note that we do not have a corporate rate. For details on where the event will take place, please contact your Argyle relationship manager.

Westin Boston Waterfront logo

Westin Boston Waterfront

425 Summer Street
Boston, MA 02210

Telephone: (617) 532-4600