Test

Marketing Track

Thursday, October 8, 2020, 2:00pm – 4:00pm (Session 1)

Winning Content, Campaigns & Programs 
Marketing departments constantly struggle with trying to optimize the mix of marketing output to maximize impact. Demands and priorities from various internal groups often aren’t fully compatible – for example, the salesforce may push for product-oriented content while the national accounts team looks for value-add programs. In addition, marketing teams must often devote resources to projects that offer little benefit in terms of sales impact – think product profiles, quarterly manager commentaries, and the like for under-performing and out-of-favor investment strategies. Several investment firms have made the hard decision to evaluate the full range of their content and eliminate everything that does not meet specified ROI criteria. Marketing leaders from these firms describe the steps they went through – and the hurdles they had to overcome – to finally “clean up” years of marcom fodder.

5 Things You Need to Know:
Gabe Altbach, President, Head of North America, White Marble Marketing, Inc

Moderator:
Bob Kennedy, Relationship Manager, FUSE Research Network

Panelists:
Tara Giuliano, Head of Client and Product Marketing, Nuveen
Mollie Jensen, Managing Director, Global Marketing, Russell Investments

Advisor Segmentation/Sales Analytics 
Significant resources have been spent over the last few years on improving the quality of sales data and refining tracking metrics. For many firms, however, converting the information into practical guidance for the salesforce has been uneven at best, and this is true for firms of all sizes. Executives from asset management firms that have successfully improved field adoption rates – and thereby boosted productivity – share insights and lessons learned during the tactical implementation of their sales enablement programs.

5 Things You Need to Know:
Ben Doob, Managing Director, Head of Market Intelligence, ISS

Moderator:
Tim Kresl, Principal, Distribution Insight, Broadridge

Panelists:
Michael Bieselin, Global Head of Client Insights and Analytics, Nuveen
Rich Smith, Chief Operating Officer, Global Distribution, American Century Investments

Thursday, October 15, 2020, 11:00am – 1:00pm (Session 2)

Personalized Engagement 
The trend towards personalized engagement is pervasive in all areas of our lives today – from smart phones to news feeds to online shopping. And increasingly, clients up and down the investment ecosystem now expect their partners to offer customized support based upon a deep understanding of their personal needs. Investment firms have a wide range of content options, delivery mediums, and touchpoints with which to craft “journey maps” that optimize engagement for each market segment – whether individual advisors, advisor teams, gatekeepers, or due diligence groups. This session offers practical tips and guidance from top marketing executives whose firms are already in the second or third generation of personalization.

5 Things You Need to Know:
Anu Heda, Partner, Naissance

Moderator:
Bill Finnegan, Managing Director, Financial Services Marketing, Seismic

Panelists
Jennifer Ball, Head of U.S. Marketing, Franklin Templeton
David Master, Global Chief Marketing Officer, Janus Henderson Investors

Brand, Positioning & Differentiation 
“Brand” continues to be one of the most misunderstood concepts among c-suite executives and senior distribution professionals. Brand is about more than creating simple awareness – it is about the experience clients have with your firm, and its importance will only increase as a determinant of future success. Few firms have achieved a truly differentiated market positioning, but those that do experience improved sales productivity and retention. ln this session, leading marketing experts share real-world examples of the business impact of creating a unique brand experience and the process they went through to get there.

5 Things You Need to Know:
Neil Bathon, Managing Partner, FUSE Research Network

Moderator:
Neil Bathon, Managing Partner, FUSE Research Network

Panelists:
Hemin Desai, Head of Product & Marketing, U.S. Intermediaries, T. Rowe Price
Leslie Walstrom, Head of North America Marketing, Columbia Threadneedle Investments, U.S.