2015 Chief Marketing Officer Leadership Forum: Spotlight on Financial Services (New York)

THURSDAY, JUNE 11, 2015

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MEETING DAY INFORMATION

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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:

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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.

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