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.

Customer Experience Back on the Front Burner

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

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.

Differentiate Your Brand Using Visual Storytelling

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

Consumers are more open to visual content—and retain it better and longer than spoken or written words. In addition, it’s how consumers take in much of their content today as evidenced by the popularity of social networks such as Pinterest, Instagram, Snapchat etc. In highly commoditized markets, brands that use visual storytelling will differentiate and succeed. Learn the best practices in visual storytelling and visual content and how to apply them in financial services.

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)

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.

Social Acquisition: New Approaches to Customer Acquisition

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

Melissa Musgrove, Head 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 Panel: Difference by Experience

October 4, 2:00 p.m. - 2:30 p.m., Spotlight 7

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. Getting the user experience right will be a key differentiator for financial services in a future where technology and services collide in abundance. Hear from innovation experts on how to design an effective, wow- experience centered on customer insights and design thinking.

Rising Interest Rates: Now What?

October 4, 2:00 p.m. - 2:30 p.m., Spotlight 6

Brian Buckingham, Vice President, Deposits, Nomis Solutions
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

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.

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
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.

Connecting the Dots: Integrating Data Analytics to Drive Results

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

Suzanne Livingston, Watson Financial Services, IBM
Clive Mitchell, Chief Operating Officer and Co-Founder, Railsbank

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.

Content Marketing to Deliver Sales

October 5, 11:05 a.m. - 11:35 a.m., Stage 2

Content marketing provides an important tool not only for marketing but for sales as well, because it generates leads and can help to transform them into lasting relationships that drive the sales cycle. Understand how sales teams can leverage content to become valuable thought leaders and trusted advisors who guide consumers to the products and services they need.