Program | Bank Marketing Conference

7:00 AM – 5:15 PM

Registration

7:15 AM – 8:00 AM

Power Breakfast

Ranking Budget Priorities
Sponsored by Curinos

Marketing priorities continue to change rapidly in both retail and commercial banking spaces. Learn how leading banks are prioritizing their investments across businesses and making the case for marketing spend in a tightening budget cycle.

• Sarah Welch, Managing Director, Curinos
• Olivia Lui, Director, OSX Marketing, Value Proposition & Product, Curinos
• Kourtney Dewald, Marketing Leader, Huntington Bank

How to Be the Amazon Prime of Checking Accounts
Sponsored by StrategyCorps

We’ll share brand new research from StrategyCorps and Ron Shevlin from Cornerstone about retail and business customers, and product strategies that can bring subscription revenue to your bank’s checking account line-up.

• Dave DeFazio, Partner, StrategyCorps

8:00 AM – 9:00 AM

General Session Keynote

Chief Executive Optimization: The CEO Factor

Your charge as a bank marketer is to tell your bank’s story, build a case for innovation and drive products and services – and it’s critical to have the help of your colleagues, including your CEO. In this session, hear from innovative CEOs in banking, who help build the case for branding, marketing and performance within their marketing teams and their companies.

• Brad Elliott, CEO, Equity Bank, Andover, KS
• Daniel Robb, President and CEO, Jonesburg State Bank, Jonesburg, MO
• John Owen, Chief Executive Officer, Simply Bank
• Carissa Rodeheaver, President and CEO, First United Bank & Trust

Moderator:

• Karen Partee, CFMP, Executive Vice President and Chief Marketing Officer, Texas Bank and Trust

9:00 AM – 9:15 AM

Brand Slam Awards

9:15 AM – 10:15 AM

Meet-up in the Hub

10:15 AM – 11:00 AM

Big Idea Sessions

Track: Marketing Leadership
Role of Marketing in Driving Growth in Challenging Environments

How can marketing drive top line growth while market conditions change rapidly? Learn how banks are rethinking marketing spending, marketing investments and evolving go-to-market strategies. Learn how to reassess priorities, reallocate budgets and redefine value to succeed in your marketing endeavors.

• Erin Pryor, CMO, First Horizon Bank
• Kevin Eagan, CMO, Peoples Bank
• Trupti Guzraty, Partner, Simon-Kucher & Partners

Track: Digital Marketing & Social Media
The Winning Playbook: Bank-Student Athlete Collaborations in the Era of NIL

Explore the unique challenges faced by student athletes, and gain a comprehensive understanding of NIL and its effect on student athletes' earning potential. Discover how banks can work with student athletes by offering tailored financial education, specialized banking services and strategic marketing collaborations. Through real-life case studies of successful bank-athlete partnerships, learn best practices and actionable strategies for success. 

• Allyson Twiggs Dyer, Founder, The Twiggs Group

11:15 AM – 12:00 PM

Breakout Sessions

Track: Digital Marketing & Social Media
Navigating Digital Transformation: How TowneBank Selected the Right Tech Stack

Digital transformation is critical for financial institutions in today’s market. In this session, we will explore the journey of TowneBank in achieving digital transformation by selecting the right technology stack. Learn to evaluate different technology options, implement and integrate solutions and measure the success of your strategy.

• Amanda Elliott, Senior Manager of Digital Marketing Channels, TowneBank
• Wesley McChristian, Kentico Practice Director, Americaneagle.com

Track: Marketing Leadership
Navigating Marketing-related Compliance Issues

It is imperative you understand the compliance issues that could sideline your marketing efforts and cost you time and money. Receive updates on the latest compliance marketing hot button issues so you can work proactively to mitigate potential roadblocks.

• Patti Joyner, President and Founder, Financial Solutions for Growing Companies, Inc.

Track: Digital Marketing & Social Media
Social Selling for Your Bank

Learn how social selling can transform social media into a sales driver for your bank. Discuss how to advocate for, launch, scale and optimize a social selling program – all while remaining compliant. Social selling is a non-negotiable in a modern marketing strategy, so join this session to learn where to begin.

• Doug Wilber, CEO, Denim Social

12:15 PM – 1:00 PM

Level-Up Lunches

Engage in meaningful discussions with your peers over lunch and take away new ideas to boost your marketing efforts. Select a topic that inspires you and be ready to share and receive ideas, resources and advice.

Digital Discernment – Partner Expectation Management

Budgeting

ChatGPT Group Therapy 

1:00 PM – 1:45 PM

Dessert in the Hub

1:45 PM – 2:45 PM

General Session Keynote

Track: Marketing Leadership
How AI Will Transform Your Company and Career

The next generation of marketing professionals aren’t defined as next-gen because of age, but rather their approach to embracing change and applying AI-powered technologies. In this session, learn to use AI to deliver the personalization and experiences modern buyers expect, unlock previously unimaginable creative possibilities and drive unparalleled efficiency and revenue growth. AI is not going to replace marketers. Rather, it will replace specific tasks, and augment what your team is capable of doing. Don’t wait for the marketing world to get smarter around you. Take the initiative now to understand, pilot and scale AI.

• Paul Roetzer, Founder and CEO, Marketing AI Institute 

2:45 PM – 3:45 PM

Break in the Hub

3:45 PM – 4:30 PM

Big Idea Sessions

Track: Marketing Leadership
Marketing Budgeting and Staffing

Do you ever wonder how other bank marketers are staffing their departments or what their budgets look like? This session provides insights from two recent ABA member surveys on how the role of marketing is evolving and provides unique perspective on determining the right number of staff; what type of positions are being recruited; how to set an appropriate marketing budget; and how to justify a budget increase.

• Mark Gibson, Marketing Practice Leader, Capital Performance Group

Track: Data & Analytics
Test Drive: AI-driven Marketing Tools

Marketing is radically changing given the proliferation of tools driven by artificial intelligence. In this session, we will review a few of the latest tools for you to consider using for your marketing efforts and share some best practices for selecting the right tool for you.

• Kim Jackson, Fractional CMO, YorCMO 
• Chris Nichols, Director of Capital Markets, SouthState Bank

4:45 PM – 5:30 PM

Breakout Sessions

Track: Ideation & Revenue Generation
Simple Measures Move Deposit Mountains 

In this session, learn how to identify various adoption trends to execute better marking events. Find new ways to tell better stories to executive leadership, and act on purchase seasonality to plan sales and marketing events for maximum effectiveness. Discover how a focus on customer acquisition within a 5-minute drive from the branch can lead to a significant increase in assets under management and new customers — and much more.

• Sean Cunningham, SVP, Regional Manager, Marquis 

Track: Digital Marketing & Social Media
Consumer Confidence: Crisis Communication and Monitoring Strategies

Viral commentary on social media can have a swift and sometimes unforgiving influence on consumer confidence and investor relations–making social media monitoring and risk management more important than ever. The reality is this: If your bank’s primary strategy for mitigating social media risk is to focus on monitoring what people are posting – you’re several steps behind. In this session, learn about social media risk management from three key angles: Internal messaging, processes and policies; direct customer communications; and external marketing and public relations.

• Ben Pankonin, Founder, Social Assurance

Track: Ideation & Revenue Generation
Product Management > Product

Are there new products in banking, or is it that customer preferences and distribution methods are always changing? Review top performing products, profit trends, performance levers and how to build an accountability culture for continuous profit improvement. 

• Jeff Marsico, President, Kafafian Group

5:30 PM – 6:30 PM

Rooftop Rendezvous at Zanzibar

Travel seven floors up and be transported to a world away – no passport required. Welcome to our reception at Zanzibar! Enjoy delicious cocktails and good vibes as you take in the Austin skyline. Sponsored by Pannos Marketing.

7:00 AM – 12:00 PM

Registration

7:45 AM – 8:30 AM

Power Breakfast

Insight-driven Campaigns Deliver Proven ROI
Sponsored by Alkami

What if you could generate revenue with a marketing campaign that takes minutes to set up? You can. It's all about using insights derived from transaction data to illuminate a specific, targeted audience, allowing for revenue-driving marketing campaigns that are relevant and hyper-personalized. Learn from a panel of industry leaders on how they have transformed marketing from a cost center into a profit powerhouse with account holder insights.

• Cayla Keyes, VP, Retail Sales Manager, INB, National Association
• Allison Cerra, CMO, Alkami

Moderator:

• Ben Udell, SVP, Client Experience, Lake Ridge Bank

Keep Your Customers Coming Back
Sponsored by Kasasa

The primary financial institution relationship is being lured away by fintech apps – displacing value banks provide. In this session, learn innovative ways to win the hearts, minds and wallets of your customers. Learn how to become your customers’ primary financial institution, and how to do so in a way that drives volumes of low-cost core deposits.

• Vennesa Van Ameyde, COO, Kasasa

8:45 AM – 9:30 AM

Big Idea Sessions

Track: Ideation & Revenue Generation
The Truth About Your Small Business Marketing Efforts

Hear from an accomplished panel of business owners as they reveal their banking behaviors and decision-making processes. Learn how they choose one financial institution over another, the role the banker plays and what might make them leave their current bank. Hear what these business owners think about direct mailers, social media ads and more.

Moderator:

• Sean Hockenbery, President and CEO, Financial Marketing Solutions 

Track: Digital Marketing & Social Media
Digital Customer Experience & Personalization

Data-driven insights are key to providing a great customer experience (CX). This session will focus on digital transformation by reviewing the challenges that banks face in their digital strategy. The focus will be on 2023 digital trends, and how you can use data to drive your content. Get tips and best practices for a modern CX — within your budget. 

• Christina Baker, Digital Strategy Team Lead, SilverTech 

9:30 AM – 10:30 AM

Break in the Hub

10:30 AM – 11:15 AM

Breakout Sessions

Track: Ideation & Revenue Generation
How to Grow Deposits without Overpaying 

In the battle for deposits, the market is more competitive than ever. Smart bankers understand that when high-rate deposits are coming in, low cost deposits are often going out. Learn to make data-based decisions and market carefully to customers that have the propensity to bring them more wallet share at a lower cost. In this session, get practical data-driven insights and tools to succeed when rates rise. 

• Tim Keith, CEO, Infusion

Harmonizing Compliance and Marketing: An Ongoing Social Media Story

Social media is at the heart of customer engagement, which means it is paramount that marketing and compliance work in tandem. Learn how one bank continually refines their strategies for the best outcomes. You’ll see how they work to bring marketing, compliance, sales and social media together into a cohesive and successful unit. Learn to resonate with your target audience while safeguarding your institution's reputation and integrity.

• Shelly Loftin, CFMP, Senior Director of Marketing and Sales Enablement, Arvest Bank
• Renee Huffaker, CPA, CRCM, Chief Compliance Officer, Arvest Bank

Moderator:

• Felicia Brown, CFMP, Chief Marketing and Communications Officer, First Farmers and Merchants Bank

Track: Marketing Leadership
Spend Less on Technology – The Customer View

Customers are the ultimate deciders in banking, so let’s hear what they think. This session will use the results of 280,000+ consumer and business interviews to evaluate some commonly held beliefs about banking tech. Delve into common industry assumptions through the customer lens.

• Corey Wrinn, Managing Director, Rivel, Inc.

11:30 AM – 12:30 PM

Closing Keynote

The Passion Effect: Peak Performance, Deep Connection & Transformation

Over the past year, nearly 9 out of 10 of employees admitted they lacked passion in the workplace, contributing to an alarming engagement level of just 33% nationwide. Individual stagnancy has led to fragmented workforces that are failing to connect, adapt and perform. Leaders must find the most effective way to create positive change that inspires growth, purpose-driven action and connection in both the individual and the organization. This session will offer actionable takeaways to inspire passion and turn it into a driving force for high performance, mental wellness and a thriving workplace culture.

• Sebastian Terry, Best Selling Author, TV Host, & Founder of the 100things Movement

4:15 PM – 5:00 PM

Breakout Sessions 

Track: Marketing Leadership
Better Results Begin with Better Ads

Digital Ads. Video Content. Print Ads. They all have one thing in common – good ads perform better than bad ads. Are you confident that you’re creating the best ads you can for your bank? Are you great at judging a good ad from a bad one when your agency pitches an idea? Learn techniques to create excellent, strategic ads – and strengthen your ability to take your ads to the next level.

• Josh Mabus, President, Mabus Agency

Track: Customer Experience (CX)
Using Data to Enhance the Customer Experience in Small Business Banking

Small business owners rely on their banks to provide financial products and services that meet their unique needs. In this presentation, explore how banks can use small business customer data to improve the customer experience. We will discuss best practices for collecting, storing and analyzing customer data, and look at tools and techniques for using this data to personalize the banking experience for small business owners.

• Bryce Gartner, Chief Experience Officer, Cargo

Track: Marketing Leadership
Creating a Successful Employee Brand Ambassador Program

Social media posts from employees reach further, get reshared more frequently and have higher click-through rates than those shared by brands. In this session, learn strategies for creating an employee brand ambassador program, including obtaining buy-in from senior leadership and compliance, best practices for identifying and onboarding employees and more.

• Nicola McIntosh, VP, Social Media Manager, Corporate Marketing and Communications, Zions Bank

11:15 AM – 12:00 PM

Breakout Sessions 

Track: Digital Marketing & Social Media
Navigating Digital Transformation: How TowneBank Selected the Right Tech Stack 

Digital transformation is critical for financial institutions in today’s market. In this session, we will explore the journey of TowneBank in achieving digital transformation by selecting the right technology stack. Learn to evaluate different technology options, implement and integrate solutions and measure the success of your strategy. 

• Amanda Ellioitt, Senior Manager of Digital Marketing Channels, TowneBank
• Wesley McChristian, Kentico Practice Director, Americaneagle.com

Track: Marketing Leadership 
Navigating Marketing-related Compliance Issues 

It is important to understand the compliance issues that could sideline your marketing efforts and cost you time and money if you are not careful. Receive updates on the latest compliance marketing hot button issues so you can work proactively to mitigate potential roadblocks.

• Patti Joyner, President and Founder, Financial Solutions for Growing Companies, Inc.

Track: Digital Marketing & Social Media
Social Selling for Your Bank

Learn how social selling can transform social media into a sales driver for your bank. Discuss how to advocate for, launch, scale and optimize a social selling program – all while remaining compliant. Social selling is a non-negotiable in a modern marketing strategy, so join this session to learn where to begin.

• Doug Wilber, CEO, Denim Social

4:45 PM – 5:30 PM

Breakout Sessions

Track: Ideation & Revenue Generation
Simple Measures Move Deposit Mountains 

In this session, learn how to identify various adoption trends to execute better marking events. Find new ways to tell better stories to executive leadership, and act on purchase seasonality to plan sales and marketing events for maximum effectiveness. Discover how a focus on customer acquisition within a 5-minute drive from the branch can lead to a significant increase in assets under management and new customers — and much more.

• Sean Cunningham, SVP, Regional Manager, Marquis

Track: Digital Marketing & Social Media
Consumer Confidence: Crisis Communication and Monitoring Strategies

Viral commentary on social media can have a swift and sometimes unforgiving influence on consumer confidence and investor relations–making social media monitoring and risk management more important than ever. The reality is this: If your bank’s primary strategy for mitigating social media risk is to focus on monitoring what people are posting – you’re several steps behind. In this session, learn about social media risk management from three key angles: Internal messaging, processes and policies; direct customer communications; and external marketing and public relations.

• Ben Pankonin, Founder, Social Assurance
  

Track: Ideation & Revenue Generation
Product Management > Product

Are there new products in banking, or is it that customer preferences and distribution methods are always changing? Review top performing products, profit trends, performance levers and how to build an accountability culture for continuous profit improvement. 

• Jeff Marsico, President, Kafafian Group

10:30 AM – 11:15 AM

Breakout Sessions 

Track: Ideation & Revenue Generation
How to Grow Deposits without Overpaying 

In the battle for deposits, the market is more competitive than ever. Smart bankers understand that when high-rate deposits are coming in, low cost deposits are often going out. Learn to make data-based decisions and market carefully to customers that have the propensity to bring them more wallet share at a lower cost. In this session, get practical data-driven insights and tools to succeed when rates rise. 

• Tim Keith, CEO, Infusion

Harmonizing Compliance and Marketing: An Ongoing Social Media Story

Social media is at the heart of customer engagement, which means it is paramount that marketing and compliance work in tandem. Learn how one bank continually refines their strategies for the best outcomes. You’ll see how they work to bring marketing, compliance, sales and social media together into a cohesive and successful unit. Learn to resonate with your target audience while safeguarding your institution's reputation and integrity.

• Shelly Loftin, CFMP, Senior Director of Marketing and Sales Enablement, Arvest Bank 
• Renee Huffaker, CPA, CRCM, Chief Compliance Officer, Arvest Bank

Moderator:  

•  Felicia Brown, CFMP, Chief Marketing and Communications Officer, First Farmers and Merchants Bank
  

Track: Marketing Leadership
Spend Less on Technology – The Customer View 

Customers are the ultimate deciders in banking, so let’s hear what they think. This session will use the results of 280,000+ consumer and business interviews to evaluate some commonly held beliefs about banking tech. Delve into common industry assumptions through the customer lens.

• Corey Wrinn, Managing Director, Rivel, Inc.