Forum 2022 Breakouts

7 New Strategies that Instantly Improve Bank Marketing ROI

Nancy Harhut, Chief Creative Officer at HBT Marketing

Financial marketers need every possible bit of return from each dollar you spend, and that means business as usual isn’t an option.

Backed by behavioral science and proven through market research, these seven surprising strategies reveal exactly how to craft marketing messages that motivate consumers to take action.

In this session, you’ll discover new ways to phrase your offers for optimum impact, the best strategies to overcome inertia, and two strategies critical to success. Includes numerous creative examples from multiple verticals, including financial services. You’ll arm yourself with hyper-effective tactics you can easily add to your current and future campaigns in order to make them more powerful – and profitable.

This session will teach banking executives:

• Seven easy-to-use power tactics that you can apply immediately to make your marketing campaigns more successful
• The secret techniques, tweaks and best practices that fine tune your marketing messages so they outperform the competition
• How to incorporate consumer psychology into your marketing campaigns, and the psychological triggers that drive consumers’ decision
• How to leverage the surprisingly persuasive principles of behavioral science, including the impact of the “Motivating Uncertainty Effect,” “Rhyme as Reason Bias,” and much more!

Beyond Traditional Banking: Innovative Digital Banking Models & New Growth Strategies

Jeffery Kendall, CEO/Founder at Nymbus

Facing an onslaught of competitive pressures, traditional financial institutions are being squeezed in every direction — from revenues and profit margins, to market share and adoption rates. Banking executives have been forced to reevaluate long held assumptions as they completely rethink their acquisition and growth strategies.

This session will show banking providers the way forward, with the innovative digital acquisition strategies they need to attract, engage, and expand relationships with both consumers and businesses. You’ll learn how to overcome stagnant growth trends and transform your organization’s current operating model to protect eroding margins and generate new revenue streams.

This session will teach banking executives:

• Four different go-to-market models that can serve as the foundational framework for any digital banking growth strategy
• Alternatives to traditional retail delivery models and branch-based network strategies
• How to build the blueprint for a niche strategy that expands your digital footprint
• Strategies to increase market share by targeting affinity segments
• How to leverage data to identify new addressable markets and untapped growth opportunities
• How digital banks like Chime create value by seeking alternative routes to growth and leveraging models that differentiate their brand
• The importance of quantifying each customer’s potential lifetime value (LTV) when crafting your digital banking strategy

Innovative Digital Marketing Strategies for Acquisition, Growth & Retention

Lincoln Parks, Digital Marketing Expert & Banking Thought Leader

The digital revolution is forcing CMOs to integrate new technologies that refine segmentation models, deliver personalized offers in real time, automate processes, streamline the customer experience, and translate valuable data into actionable intel.

This session will show bank and credit union marketing leaders how to accelerate innovation, increase the pace of change, and roll out new digital banking solutions faster. Learn new strategies and how-to insights exploiting disruptive technologies to succeed in a crowded, competitive and commoditized market. You’ll leave armed with best practices and proven strategies to connect with consumers on digital platforms and engage in online conversations that drive bottom line results.

This session will teach banking executives:

• The six pillars essential to the modern digital marketing strategy
• The formula and strategic framework for predictable growth, with tools and tactics that support actionable metrics
• Solutions and new technologies that improve conversions, reduce acquisition costs, and increase sales
• When and where to leverage marketing tools like SEM, geofencing and social media content along the customer journey to create brand awareness and move consumers to purchase
• How data analytics and AI can help maximize your digital marketing ROI and achieve your business objectives faster

Engineering the Optimal Digital Lending Experience: Fast, Frictionless & Fully-Automated

Devesh Khare, Chief Product Officer at MeridianLink

The future of lending will be dominated by Millennials and Gen Z who increasingly expect their banking providers to deliver “Amazon-like” experiences. These borrowers want a fully-contactless digital lending process — from streamlined digital applications, to fast, automated AI-powered loan decisions.

In this session, you’ll learn how to deliver a world-class, omnichannel digital lending experience that’s fast, responsive and frictionless. You’ll see the best practices and industry trends and shaping digital lending strategies in the banking industry today.

This session will teach banking executives:

• The three main pillars of a successful digital lending strategy
• The essential components needed to deliver a frictionless end-to-end digital lending experience
• How to completely automate and digitize each step in the digital lending journey
• How to originate and process loans faster while mitigating risks and managing compliance requirements
• How to increase operational efficiencies, streamline workflows, and reduce costs

Revolutionizing Banking CX Through Customer Centricity

Andrea Olson, CEO at Pragmadik

Banking providers pour money into “digital transformation.” Unfortunately, the ROI on these investments frequently fall short, allowing fintechs to exploit the gaps between customer expectations and the experience banks deliver.

In this session, behavioral scientist, TEDx speaker, and customer-centricity expert Andrea Olson will show you why financial marketers must put customers at the center of organizational change. Explore consumers’ hidden needs, and learn step-by-step how to fuel a unique new strategy and create a culture that effectively differentiates your institution, builds trust, and grows your brand.

You’ll learn why customer-centricity isn’t as simple as asking customers what they want, and how to leverage data while aligning your CX strategy with customer expectations.

This session will teach banking executives:

• How to dramatically create genuine engagement, yield growth, and improve wallet share with a customer-centric mindset
• How consumers’ experiences in other verticals have radically redefined their expectations in banking, and how your CX strategy needs to shift immediately
• How to optimize internal processes, leverage new technologies, and align your employee culture to engineer experiences built around customers’ expectations
• The pitfalls and shortcomings involved with building growth strategies around CX “journeys”
• New metrics, benchmarks KPIs for evaluating the impact of your customer experience strategy, and why “satisfaction scores” are wholly inadequate

The Future of Personalization in Banking: AI, Marketing Automation & Transaction Data

Jim Marous, Co-Publisher of The Financial Brand

With rising expectations, a competitive market, and the phase-out of third-party cookies, financial institutions need to find more effective ways of engaging and retaining their customers. But, with legacy tech stacks and closed infrastructures, knowing how to optimize your data and marketing automation strategy to improve customer acquisition and retention can seem out of reach.

During this session, we’ll share how you can unlock one of the most underutilized data sets — transaction data. You’ll learn how open finance is making data more available and actionable than ever before and how to build a marketing strategy that’s personalized and targeted to your customer’s financial needs.

This session will teach banking executives:

• How to deliver a more personalized experience that accelerates growth
• How to unlock actionable marketing insights lurking in your customers’ transaction data
• How to leverage transaction data and integrate it into your marketing automation and personalization strategy
• Best practices, use cases and how to move the needle and activate your customer base
• Case studies showing how affinity-based marketing can increase ROI

Supercharging Your 2023 Strategic Plan for Future Growth

The traditional approach to strategic planning often yields documents lacking the focus or flexibility necessary to achieve future growth. Community banks and credit unions need a process that is as much about strategic thinking as it is about strategic planning – a process that navigates conflicting priorities, builds consensus, promotes resilience, and presses bankers to step outside of their comfort zone.

This session will show banking executives examples and case studies illustrating where and how planning has become an ongoing process rather than an singular event. Learn how to refresh and recalibrate the strategic planning process in ways that reflect the realities of our increasingly digital world while placing a stronger focus on the consumer and the competition.

This session will teach banking executives:

• How to build a strategic plan that is aspirational, action-oriented, and guarantees accountability
• How to navigate conflicting priorities, build consensus, and incorporate diverse perspectives from multiple constituencies
• How to engineer a dynamic strategy that promotes resilience with the flexibility to adapt to changing circumstances
• How to move beyond the tedious wordsmithing and an overemphasis on financial targets that yields predictable (and ineffective) strategic plans
• How to align your culture with your strategy and achieve the organizational changes necessary to support successful implementation

Strategic Marketing & Fintechs: Eliminating Five Critical Blind Spots

Hunter Young, President at HiFi Agency

With the relationship between fintechs and traditional banking providers rapidly evolving — oscillating frequently between cooperation and competition — the lines between the two have blurred, and the strategic marketing implications are profound. Consumers have become disoriented, and don’t know where to turn for advice and guidance. Fintechs or banking providers, and in which channel? This confusion has undermined wider adoption and deeper engagement with digital banking solutions.

This session will cover five key areas that financial marketers need to urgently address to close these communication gaps, eliminate consumers’ confusion, and fix the CX breakdowns that have emerged. You’ll see how to engineer the right marketing strategy that keeps consumers engaged with your organization’s digital banking solutions.

This session will teach banking executives:

• The ramifications of fintech+banking relationships, and their impact on marketing plans, budgets and communications strategies
• How consumers’ experiences in other verticals have radically redefined their expectations in banking, and how your CX strategy needs to shift immediately
• How automated platforms, APIs, and AI are depersonalizing customer journeys
• How to turbocharge usage of digital banking tools and cross-channel activations
• A new strategic marketing model — fast and agile marketing, with opportunities for critical experimentation.
• How to respond to the changing digital expectations and behaviors by crafting a marketing communications strategy that resonates with today’s banking consumers and businesses

Gen CX: The Future of Customer Experience

Sue Woodard, Fintech Evangelist & Senior Advisor to Total Expert

Today’s consumers have the power to fracture every aspect of their financial lives. They can parcel out individual slivers of their banking relationships across various providers based on the experience each delivers. That’s why everyone in banking is now laser-focused on elevating their customer experience.

This session will show you how to meet the expectations of today’s post-pandemic “Gen CX” consumers. You will learn clear ways to increase brand loyalty, improve satisfaction, and win the CX battle with every interaction.

This session will teach banking executives:

• The three most important things Gen CX consumers are looking for in a financial partner, and the strategies and tactics you can use to respond to each of those needs
• Why frictionless customer journeys are so important, and how to use data as the basis to build them
• How to identify key “Moments that Matter” in the customer journey, and how to turn them into “Moments of Magic”
• The right communications strategies for customers depending on where they are in their journey

Strategies to Build Banking Brands that Drive Growth

Gina Bleedorn, Chief Experience Officer at Adrenaline

Whether your growth plans focus on M&A, digital banking models, or branch network expansion, it’s never been more critical to have a powerful brand strategy that supports your objectives and maximizes the true value of your initiatives.

This session explores six critical considerations for growth-focused brands, and the decision-making framework financial marketers must deploy to craft a strategy that turns their brand into a catalyst for new- and adjacent market growth. Drawing on real-world case studies and best practices in the industry, you’ll learn how to create
brand differentiation that gives you a competitive advantage and drives growth.

This session will teach banking executives:

• How to identify and amplify the strengths of your brand’s DNA, and evolve the core elements of your brand to support growth goals
• How to create brand alignment and an employee culture that delivers the customer experience necessary to fuel growth
• The importance of brand architecture in mergers and acquisitions, and how to minimize customer attrition with the right brand strategy
• How to and foster advocacy and spark chemistry between your brand and your key constituencies — board directors, investors, employees and customers