Marketing & Product Development

BAI Beacon 2017's Marketing & Product Development agenda includes sessions on rising interest rates, new customer acquisition approaches, and analytics.

The schedule for all Marketing & Product Development sessions, as well as some session speakers, are to-be-announced. Check back later for more information.

Want a look at the full BAI Beacon 2017 agenda? Download it here.

Light-Up Breakfast: Innovation - Going Small to Win Big

October 4, 8:30 a.m. - 10:00 a.m., Main Stage

David Robertson, Best-Selling Author; Senior Lecturer, MIT Sloan School of Management; Professor of Practice, The Wharton School at University of Pennsylvania

Many times, organizations are focused on the next big thing – THE innovation that will disrupt or change how business gets done. This is usually a high risk, long term and costly approach to innovation. But, there’s a different school of thought that has been leveraged by companies inside financial services, such as ING Direct, and outside the industry, like LEGO, that drives a clear path to lower-risk, incremental and impactful innovation.

Companies such as these, have developed portfolios of tightly coordinated, complementary innovations. Individually, each innovation is low risk and (often) low cost. But if done well, they can add up to a significant and sustainable competitive advantage.

Be the Bank Your Customers Love with Salesforce Financial Services Cloud

October 4, 10:10 a.m. - 10:40 a.m., Stage 2

Rohit MahnaSenior Vice President and General Manager, Financial Services, Salesforce 
Anthony MorrisGlobal Head of Retail Banking, Salesforce

It’s the Age of the Customer, and banks have an opportunity to connect with their customers like never before. Smart, fast, and seamless experiences are the new standard, and the ability to know customers and predict their financial needs is the new competitive advantage.

Find out how trailblazing banks are using Financial Services Cloud to innovate more rapidly and drive customer loyalty. You'll leave this session with actionable ways to put your customers — rather than products, channels, or transactions — at the center of every interaction.

Customer Experience Back on the Front Burner

October 4, 10:45 a.m. - 11:15 a.m., Stage 2

Sonya S. Ko, Senior Vice President, Consumer Client Centric and Chief Administrative Officer, SunTrust Banks, Inc.

Customer experience lies at the heart of the marketer’s customer-centric strategy. But it is now coming into focus sharper than ever: Consumers demand it. Now, technology can enable it. Explore what consumers deem most important in terms of user and customer experience—and how to integrate technology and the human touch in an omnichannel environment.

Make Your Company a Storytelling Machine

October 4, 11:30 a.m. - 12:00 p.m., Stage 2

Ian Magrisso, Brand Strategist, Storyteller, Filmmaker, Emotive Stories

With the growing viewership of video on YouTube, Facebook, Instagram, and other social networks brands have a greater ability to connect with customers through visual storytelling.

Learn the best practices in how to make your organization storytelling savvy and how to apply them in financial services.

A.I. — The Next Frontier in Customer Experience

October 4, 12:30 p.m. - 1:10 p.m., Innovation Stage

Debbie Bianucci, President and Chief Executive Officer, BAI
Kesna Lawrence, Chief Data Scientist, Deluxe Marketing Solutions, Deluxe Financial Services
Jim Marous, Owner and Publisher, Digital Banking Report

BAI Beacon is teaming up with Jim Marous and Digital Banking Report on the release of a brand new report, A.I. — The Next Frontier in Customer Experience. The report will debut at BAI Beacon. Attendees will not only be the first to get their hands on Digital Banking Report's cutting-edge research on A.I.—one of the hottest topics in the banking industry today—but they will also hear it discussed by thought leaders from BAI, Digital Banking Report and Deluxe.

Social Acquisition: New Approaches to Customer Acquisition

October 4, 1:15 p.m. - 1:45 p.m., Stage 2

Melissa MusgroveHead of Social Media, Regions Bank

Organizations live and die by their ability to acquire greater wallet share from existing customers and attract new customers for their business. Hear new perspectives on and gain insights into key strategies to optimize customer acquisition on both fronts in this digital era.

BAI Global Innovation Awards Peer Group Discussion: The Future of Mobile and Social Banking

October 4, 1:15 p.m. - 1:45 p.m. (Huddle)

Suvo Sarkar, Senior Executive Vice President and Group Head, Emirates NBD

Customers spend a LOT of time online via smart phones. While mobile is old news for banking, it shows no signs of declining or lessening in importance to customers across the globe. That said, differentiating mobile offerings in the marketplace to meet niche needs or offer non-traditional solutions will be crucial for winning new customers and deepening loyalty. In this highly interactive huddle, winners, finalists and attendees will discuss how they identify market opportunities based on existing customers and create mobile or social solutions that increase customer engagement and drive new adoption.

Rising Interest Rates: Now What?

October 4, 2:00 p.m. - 2:30 p.m., Stage 2

Brian Buckingham, Vice President, Deposits, Nomis Solutions
Derik Farrar
, Senior Vice President, CPWM Deposit Growth, SunTrust Bank
Tom Hoscheidt
, Managing Director, Research, BAI

In the last few years, key deposit trends have emerged to reshape deposit portfolios. With the current rising rate environment, gain insights into how these trends will impact financial services strategy and what practical steps financial institutions can take to prepare themselves and ensure success in this changing landscape.

Marketing Attribution and the Digital Quandary

October 4, 2:45 p.m. - 3:15 p.m., Stage 3

James M. McCormick, Chairman, First Manhattan Consulting Group and FMCG Direct
Dawn C. Morris, Executive Vice President and Chief Marketing Officer, Webster Financial Group and Webster Bank

More marketers use digital channels for campaigns for two main reasons: low cost potential and extended consumer reach. But to truly measure success and campaign ROI, marketing channel attribution must be accurately assessed. It can prove a challenge to do this effectively, so join this industry dialogue and learn how to make the right attribution assumptions for today’s omnichannel environment.

The Business Builder's Play Book

October 4, 2:45 p.m. - 3:15 p.m., Stage 1

Amy Radin, Adviser and Board Member, The Daily Innovator LLC

Financial institution leaders know that the need to transform is more pressing than ever … and that they must speedily make tough calls and execute with excellence to serve rising stakeholder expectations. Amy will share pragmatic advice for the individuals who are building the future of financial services. Tips and tactics are based on her experiences as a digital and innovation executive, startup adviser and investor, and interviews with over 50 business builders.

BAI Global Innovation Awards Session: Difference by Experience, and Why It Matters to the User

October 4, 4:00 p.m. - 4:30 p.m., Innovation Stage

Balázs Némethi, CEO, Taqanu

The user experience can make or break a customer’s perception of your brand. The best experiences meet a customer where they are, are simple to understand and may even delight the customer – beyond merely addressing a need. But what if you can address their need in a big way? Hear from a Global Awards finalist on how they were able to personify the customer and troubleshoot how to solve the very real problem of financial access to build a solution from the ground-up, with simplicity and global scale front and center.

Personalizing Products and Marketing: A.I. and Chatbots Anyone?

October 4, 4:00 p.m. - 4:30 p.m., Stage 1

Lazaro Campos (moderator), Co-Founder, FinTechStage
Eran Livneh, Vice President of Marketing, Personetics
Mariano J. Maluf, Director, Disruptive Innovation and Platforms, NCR Corporation
Ruth Polachek, Entrepreneur, Chief Executive Officer and Co-Founder,

Consumers demand more relevant, personalized experiences across every channel that they transact in. As channel touchpoints continue to grow, so do the imperatives to provide consistent, personal messaging. Learn how financial institutions can harness the power of A.I. and machine learning to deliver consistent and efficient experiences in an omnichannel world.

Influencer Marketing: Taking Advantage of Personal Brands

October 4, 4:45 p.m. - 5:15 p.m., Stage 1

Steven J. Ramirez, Chief Executive Officer, Beyond the Arc

With consumers less receptive to traditional marketing and advertising, the role of influencer marketing has increased. This powerful tool not only provides awareness but should also drive actions that lead to increased website traffic, social media exposure and sales—all stemming from their recommendations. Learn how to tap into the influencers seen as trail blazers and leaders, and who already have the attention of the target audiences that financial institutions seek.

Light-Up Breakfast: Winning in Financial Services by Winning in the Workplace

October 5, 7:45 a.m. - 9:15 a.m., Main Stage

Patty McCord, Workplace Innovator; Culture and Leadership Consultant; former Chief Talent Officer, Netflix

The financial services industry is experiencing competition, not only for customers, but for talent, too. As professionals compare working environments, financial services’ heavily regulated environment, complicated organizational structures and highly commoditized marketplace, are not as appealing as other career options.

Enter Patty McCord, workplace innovator and former Chief Talent Officer for Netflix, whose unique approach to talent, culture and leadership was one of the driving forces behind the success of the video streaming service.

Connecting the Dots: Integrating Data Analytics to Drive Results

October 5, 9:45 a.m. - 10:15 a.m., Stage 3

Lazaro Campos (moderator), Co-Founder, FinTechStage
Clive Mitchell, Chief Operating Officer and Co-Founder, Railsbank
Rob Stanich, Global Wealth Management Offering Manager, IBM Watson Financial Services

To better understand consumers’ preferences and predict their behavior, financial services companies need to integrate data from multiple channels and marketing strategies. Connecting the dots across many areas--from email to social media to paid, owned and earned advertising--is critical to make smart business decisions and take actions that can deliver results. Discover how financial institutions can leverage the tools and technology needed to reach this goal.

Navigating Opportunities for Innovation

October 5, 10:25 a.m. - 10:55 a.m. Spotlight 4

Sasha Amini, Director, APT, a MasterCard Company

Marketers and bankers are constantly considering new innovative strategies to meet performance goals and better serve customers in an increasingly complex marketplace. In this session, an experimentation expert will share perspective and insights from across industries on how your organization can better harness winning ideas.

Content Marketing as a Sales Asset Now and a Profitable Product Later

October 5, 11:05 a.m. - 11:35 a.m., Spotlight 4

Colleen Jones, Chief Executive Officer, Content Science

Content marketing is now a cornerstone of digital marketing. But the benefits don't stop with marketing. Content marketing can accelerate sales by generating qualified leads and nurturing long sales cycles. Understand how sales teams can leverage content to become thought leaders with clout and trusted advisors who guide consumers to the products and services they need. And get a glimpse of the future, where your content marketing assets can become profitable products themselves.

Featured Closing Session: The Rules of Engagement - Customer Centricity in a Digital Era

October 5, 11:45 a.m. - 12:30 p.m., Main Stage

Crystal Washington, Technology Strategist and Author

As financial services companies shift from product–centric to customer-centric strategies, the importance of connecting and engaging with consumers how and where they are, has never been more important. And, where they are is online, on their phones and on social networks. So, how can financial institutions continue to transform to build stronger digital relationships and create the right kind of experiences for the customers? Crystal Washington has a few ideas!

Join Crystal as she shares actionable insights to drive successful customer engagement. Whether you’re using Twitter, Facebook, Instagram, Vine or the next best social tool, we think you’re going to love what she has to say!