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2015 Chief Marketing Officer Leadership Forum: Spotlight on Financial Services (New York)
THURSDAY, JUNE 11, 2015
ADMINISTRATIVE NOTES
SecurityPlease wear your name badge at all times during the meeting.Please do not leave your personal belongings unattended in the meeting rooms.Argyle Executive Forum will not be responsible for items left in the rooms.
Mobile DevicesPlease do not allow any mobile device to disrupt the meeting while in session.All devices should be on silent mode.
ConversationPlease use areas outside of the ballroom to converse when the meeting is in session.
SmokingPlease note that smoking is not permitted in the meeting venue.
The content of this program and the attendee list remain the sole property of Argyle Executive Forum and may not be rented, sold, or given to any outside party or used to market or promote any other meeting. Any such unauthorized distribution represents theft of property for which Argyle Executive Forum will pursue any and all appropriate legal remedies.
Speaker Materials are available upon request, pending availability.
MEETING DAY INFORMATION
Feedback FormsPlease remember to fill these out after each session.They can be dropped off at the registration desk at the end of the day.
Twitter Hashtag The hashtag for this meeting is #ArgyleCMO
Wireless MicrophonesPlease note that we have wireless microphones for the Q&A portion of each session. Please wait for a member of the Argyle Executive Forum staff to bring the microphone over to you before you ask your question.
Room LocationsLunch will be held in the James Madison Room.Bathrooms are located on this floor, and the first floor.
WiFi Wireless internet can be accessed via the following:Network: ConferencePassword: ARGYLENOW
Event ProgramTo download the meeting program, please visit http://www.argyleforum.com/2015CMOFinanceNY
Continuing Education Credits: Due to the nature of our program, Argyle events do not always receive continuing education credits. We do make efforts to apply in several states and will work with members to apply as an individual if credits are not awarded for the event. Should we receive credits, we do however inform our members.
Car Service:Dial 7 Car Service: (212) 777-7777Carmel Car Service: (212) 666-6666
AGENDA
2015 Chief Marketing Officer Leadership Forum: Spotlight on Financial Services (New York)
Thursday, June 11, 20157:30am – 6:00pm
7:30am – 8:25am
Breakfast
8:25am – 8:30am
Argyle Executive Forum Opening Remarks
8:30am – 8:35am
Introducing “Bank/Brokerage Partnerships: Having Crucial Dialogues”
Patrick MillerRegional DirectorSDL
8:35am – 9:10am
“Bank/Brokerage Partnerships: Having Crucial Dialogues”
Perspective by:Peter EliopoulosChief Marketing OfficerM&T Bank Corporation
KEY INSIGHTS:
1._________________________________________________________________________________
2._________________________________________________________________________________
3._________________________________________________________________________________
AGENDA
9:15am – 9:35am
Thought Leadership Spotlight presented by IBM
Today’s approach to the digital engagement life-cycle - define, design, test, build, deploy, and enhance - often spans months or longer with difficult to predict results. Once deployed, tweaking that experience in a way that materially improves KPIs is elusive at best, and in many cases, never happens.
Leveraging real-time, predictive analytics, a flexible element repository, and other tools, we can transcend the traditional approach leading to more efficient and impactful outcomes. The user experience system of engagement allows large, segmented populations of users to optimize and personalize the digital experience for similar personas in the production environment. This dynamic, real-time, multi-variant, test & learn engine is best suited for high-volume digital properties geared toward task completion such as filling out an application form or completing a transaction.
Lee HavermanPartner, IBMiX Digital StrategyIBM
KEY INSIGHTS:
1._________________________________________________________________________________
2._________________________________________________________________________________
3._________________________________________________________________________________
9:35am – 9:55am
Coffee Break
AGENDA
9:55am – 10:45am
Panel Discussion
“Exceptional Brand Experiences in the Digital Era”
Session topics include, but are not limited to:
• Creating emotional connections with customers and building customer loyalty in a competitive, fickle market place
• Tracking the customer journey from acquisition through retention to create loyalty • Focusing on maintaining customers’ loyalty despite industry disruptions and competitors• How are you measuring customer interaction and engagement across all channels? • Connecting off-line and on-line channels to create a consistent customer experience• How to facilitate the intersection of traditional marketing and newer digital techniques• What are the new and emerging channels that are presenting you with the greatest opportunities
and challenges to engage and delight your customers?• What are some best practices when tracking consumer behavior and expectations? How do you
successfully identify what is most important to the customer?
Moderator:Allison LandersVice President, Customer ExperiencePrudential Financial
Panelists:Loriann BiggersChief Marketing OfficerNavigators Group
Kenny HsuPrincipal, Financial ServicesMedallia
Sarah Kennedy EllisVice President, Global MarketingSabre Corporation
Yu WongVice President, Digital StrategyMorgan Stanley
Chris YoungDirector, Industry Strategy for Financial ServicesAdobe
KEY INSIGHTS:
1._________________________________________________________________________________
2._________________________________________________________________________________
3._________________________________________________________________________________
AGENDA
10:50am – 11:10am
Thought Leadership Spotlight Presented by Contently
Perspectives by:Susan CanavariChief Brand OfficerJP Morgan Chase
Shane SnowCoFounder and Chief Creative OfficerContently
KEY INSIGHTS:
1._________________________________________________________________________________
2._________________________________________________________________________________
3._________________________________________________________________________________
11:10am – 11:25am
Coffee Break
11:25am – 11:45am
Thought Leadership Spotlight Presented by Teradata
“Ways for Marketers to Engage Individuals to Drive Value”
It is no secret that the pace of today’s ever-changing digital landscape means one sure thing for modern marketers: disruption. As marketers, we must evolve with how we engage individuals in order to remain relevant. So what does that mean? The most proactive organizations are choosing to transform themselves before their competitors and customers force change upon them. In this session, hear a few examples of how marketing leaders have taken steps to use individualized insights to evolve their overall brand engagement with their customers.
Wes MooreVice PresidentTeradata Marketing Applications
KEY INSIGHTS:
1._________________________________________________________________________________
2._________________________________________________________________________________
3._________________________________________________________________________________
AGENDA
11:50am – 11:55am
Introducing “A Love-Hate Relationship: The CMO & Data”
Robin CollyerMarketing & Decisioning SpecialistPegaSystems
11:55am – 12:45pm
Panel Discussion
“A Love-Hate Relationship: The CMO & Data”
Session topics include, but are not limited to:
• The transformation of marketing from an art, to an art and data driven science • Adopting tools to build a more analytically driven marketing department• Extracting value from data to make informed business decisions and optimize revenue growth • Using analytics to identify high performance segments and driving profits in those areas • Leveraging real-time data to improve the customer experience• How has the relationship with CMOs changed in regards to IT spending? • What are best practices when transforming into a data-driven marketing organization?• What data management best practices have helped you lead your team to success?• The evolution of the B2B marketing technology stack and how to prioritize technology investments• What is your organization doing to harness data to create workable analytics to measure success
of social and digital channels?
Moderator:Aniko DeLaneyChief Marketing Officer of Corporate MarketingThe Bank of New York Mellon
Panelists:Franz AmanSenior Vice President, Strategy and OperationsInformatica
Andrew GarvinSenior Vice President of StrategyRadius
KEY INSIGHTS:
1._________________________________________________________________________________
2._________________________________________________________________________________
3._________________________________________________________________________________
Peter HorstSenior Vice President, Brand MarketingCapital One Financial
Scott HurlbertVice President, Digital ChannelsPeople’s United Bank
AGENDA
12:50pm – 1:10pm
Thought Leadership Spotlight Presented by Demandbase
“Bridging the Great Divide: Sales and Marketing Alignment”
Most marketers have accepted that the sales team will never be satisfied with their efforts. But as more and more of the buying process moves online, up to75% of the sales cycle now takes place before the hand raise. This means that the alignment of sales & marketing is more critical than ever before, and if they can’t collaborate together, neither team will hit their goals. In this presentation, Christopher Golec, CEO, Demandbase, will discuss how account-based marketing is breaking down barriers and uniting both teams under one strategy.
Chris GolecFounder & CEODemandbase
KEY INSIGHTS:
1._________________________________________________________________________________
2._________________________________________________________________________________
3._________________________________________________________________________________
1:10pm – 2:10pm
Lunch
2:10pm – 2:30pm
Thought Leadership Spotlight Presented by Marketo
Matt ZilliDirector of Product Marketing, Consumer MarketingMarketo
KEY INSIGHTS:
1._________________________________________________________________________________
2._________________________________________________________________________________
3._________________________________________________________________________________
AGENDA
2:35pm – 3:25pm
Panel Discussion
“Utilizing Segmentation to Drive Measurable Engagement”
Session topics include, but are not limited to:
• How are you segmenting your customer base, understanding their preferences, and mapping marketing efforts accordingly?
• How are you creating the best targeted campaigns for each segment to drive activation?• Best practices in cross channel data connection and activation • How far along is your organization on the maturity curve?• Extracting insights from data to better understand the customer and make informed business
decisions • Leveraging analytics to identify high performance segments and drive profits in those areas• How are you determining what drives brand engagement? • How are you aligning your brand identity with the topics that your customers are most interested in to create exceptional customer experiences?• How is your strategy providing a return on investment? How are you measuring ROI? • What difficulties have you faced in having your agency & publisher partners implement & measure
your segmentation strategies?
Moderator:Donna MacFarlandChief Marketing Officer, Retirement Plan ServicesLincoln Financial
Panelists:Bill BarrettGlobal Head of Digital MarketingThe Bank of New York Mellon
Stephen JalkutCMO, Commercial InsuranceAIG
John KaminskiVice President of Marketing Effectiveness Nielsen
Carl TsukaharaChief Marketing OfficerBirst
KEY INSIGHTS:
1._________________________________________________________________________________
2._________________________________________________________________________________
3._________________________________________________________________________________
AGENDA
3:25pm – 3:40pm
Coffee Break
3:40pm – 4:15pm
Michael FeighanChief Marketing Officer, Chubb Accident & HealthThe Chubb Corporation
KEY INSIGHTS:
1._________________________________________________________________________________
2._________________________________________________________________________________
3._________________________________________________________________________________
4:20pm – 4:55pm
Ori Ben-YishaiManaging Director, Head of Marketing ProgramsAXA U.S.
KEY INSIGHTS:
1._________________________________________________________________________________
2._________________________________________________________________________________
3._________________________________________________________________________________
4:55pm – 5:00pm
Argyle Executive Forum Closing Remarks
5:00pm – 6:00pm
Closing Reception
__________________________________________________________________________________
*Please note, the agenda is subject to change.
The information, views, and opinions expressed by speakers and other participants at our conferences are those of the individual and do not necessarily reflect the views and opinions of Argyle Executive Forum.
Argyle Executive Forum, its directors and officers, do not guarantee that any information provided by a speaker or other participant is accurate or complete and Argyle Executive Forum does not endorse any opinions that may be presented.
PARTNERS
Thought Leadership Spotlight Partners
Supporter Partners
Panel Partners
Session Introduction Partners
Senior Supporter Partner
Breakout Lunch Partner
Breakout Breakfast Partner
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All feedback goes directly to the office of the CEO where it is reviewed and acted upon
to improve your experience.
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