2016 PAICR ANNUAL CONFERENCE: Navigating the Evolving Marketing Landscape
PAICR, the Asset Management Marketing Association, will hold its annual conference at the Roosevelt Hotel in New York City November 7-8, 2016.
This year’s theme, Navigating the Evolving Marketing Landscape , will address rapid changes in the integration of automation tools, SEO, the rise of data, the rise of robo-advisors, rise of mobile marketing, and more. Additionally, there will be several breakout sessions on building a team and working with large marketing groups.
Conference participants will hear from our keynote speakers, John Moore , Branding Expert and Marketing Mastermind from Starbucks and Whole Foods, Tom Morrison , presenter of Membership Engagement....IT Solves Everything, and Dominica Ribeiro, Head of Institutional Marketing North America at State Street Global Advisors. The annual conference will also feature presentations and networking opportunities with several of PAICR’s corporate sponsors including, Qvidian, Proposal Software, and Seismic.
“While technology is nothing new, we have seen technology push into the realm of asset management marketing in fairly aggressive ways. By highlighting these changes, we expect our members to walk away with the tools needed to help organizations tackle these new and uncharted territories,” said PAICR President Henry Detering.
The registration cost for PAICR members is $1750.00, and is $1950.00 for non-members. To register, please visit www.paicr.com .
Firms sending three or more employees will receive a $50.00 discount per person.
About PAICR
PAICR is a non-profit organization created in 1998 by and for financial services marketing and communications professionals. The organization is dedicated to the professional development of financial services marketing and communications professionals by providing the information, education and tools necessary to succeed in their careers. Through a variety of innovative, interactive and educational forums, PAICR nurtures a membership who is driven by curiosity and the desire to learn, connect and succeed in the financial services industry. Visit www.paicr.com for additional information.
MONDAY, NOVEMBER 7, 2016
7:30 am – 9:00 am
Registration and Breakfast
9:00 am – 9:30 am
Welcome by Conference Co-chairs & Introductions from Sponsors/Exhibitors
Conference Co-chairs:
Imani Panton - RFP Unit Manager at ICMA-RC
Michael Adelman – Head of Creative at Lazard Asset Management
Patti Ernst – Channel Marketing Director at Invesco
9:30 am – 10:45 am
General Session
The Passion Conversation: Sparking & Sustaining Word of Mouth
Passion is a circular relationship. It drives customers to fall in love with brands
and it drives brands to fall in love with customers. Drawing from the latest
wonky academic research and a career of leading edge marketing expertise,
Moore reveals the 3 motivations for why people talk about companies and
share their love for brands. He also gives businesses advice for how to design
brand stories that spark and sustain sales-driving word-of-mouth marketing.
This presentation is based on ideas and stories from the business book, THE
PASSION CONVERSATION.
Speaker:
John Moore - Strategy Conductor at Brains on Fire, author of
The Passion
Conversation: Understanding, Sparking, Sustaining Word of Mouth Marketing.
10:45 am – 11:30 am
Networking Break & Visit with Exhibitors – Sponsored by Boston Bureau
Productions
11:30 am - 12:30 pm
Concurrent Breakout Sessions
Motivating Your Marketing Team (Roundtable)
So your team no longer has the enthusiasm and drive it once had. Perhaps your
team is burned out and needs a boost. If you’ve ever experienced challenges
motivating your marketing team, then you’re in good company. It’s a common
issue, but one that can be solved. This roundtable session will provide a forum
for managers, team leaders, and supervisors to discuss the issues of motivation
for marketing teams, and how to overcome them. It will also provide an
opportunity to share practical steps and approaches for improving the level of
motivation and team involvement.
Moderator: Susan Lee – Design Team Lead at Lazard Asset Management
Using Client Data to Inform the Buyers’ Journey
All parts of the organization collect data on clients and prospects. Some of this
data may be stored in CRM, and some may be in other locations. How can
marketing provide this information to sales in way that is intuitive and helpful in
the sales process?
Speaker:
Craig Dunham – Vice President, Financial Services at Seismic, Inc.
Maximizing Marketing Team Resources
It can be very challenging for marketing teams to keep up with the demands
facing most companies today. This is especially true when the team is small and
already being stretched to the limit. In order to be successful, marketing teams
must be effective in how team resources are being utilized.
Speakers:
Kari Brett – Senior Marketing Manager at Principal Global Investors
Steven King - Director of Product Marketing at American Century Investments
Increase AUM with Marketing Automation
For too long, financial services marketing departments have been seen as a cost
center. It's time to prove—and improve—marketing's contribution to the
bottom line using marketing automation and metrics that matter. In this session
we will discuss how segmentation strategies, lead scoring, and marketing
analytics can help you prove ROI on marketing programs and grow AUM.
Speaker:
Joe Paone - Manager, SMB Marketing at Marketo
Building a Successful Team
What factors go into creating a team that, as a whole, successfully meet goals,
can think and move in a one direction? What are the must haves to keep your
team focused on the larger picture? What goes into creating a stable
environment? Take away tips on how to build a team that will succeed.
Speaker:
Michael Adelman – Head of Creative at Lazard Asset Management
Search Engine Optimization (SEO) – How to Use it to Your Advantage
Organic (non-paid) SEO is free. How can it get any better than that? Well, it
takes time and effort to develop. Paid SEO can provide a more targeted
approach, and can be tracked to show return on your investment. But it can be
complex and increased competition could drive up costs. Attend this session to
hear how other marketers implement SEO into their websites.
Panelists:
Michelle Lindenberger - Head of Marketing & Women in Finance at Security
Traders Association
Binna Kim - President and Co-Founder at Vested
Dylan Zurawell – Vice President, Marketing at Investopedia
12:30 pm – 1:45 pm
Lunch & Visit with Exhibitors
1:45 pm – 3:00 pm
General Session
CMO Roundtable
The marketing heads of three leading asset management firms will discuss the
ways in which they and their organizations are adapting to today’s rapidly-
changing marketing environment.
Panelists:
Maureen Bromwell - Chief Marketing & Strategy Officer at Northern Trust Asset
Management
Henry F. Detering, CFA - Managing Director, Global Marketing at Lazard Asset
Management
Neil Siegel - Co-Head of Client Group at Delaware Investments
Moderator:
Tom Mulligan - Director, Product Management and RFP at Brandes Investment
Partners
3:00 pm – 3:45 pm
Networking Break & Visit with Exhibitors – Sponsored by RIA Database
3:45 pm – 4:45 pm
Concurrent Breakout Sessions
Leveraging Technology to Promote Team Efficiency
Technology can be the marketing and communications professionals’ “best
friend” or “worst enemy”. If leveraged properly, the efficiencies gained by using
technology the right way can make all the difference in meeting deadlines and
balancing priorities. Find out how to get the most out of the tools available to
maximize your production process and lessen the stress of hectic quarter ends.
Speaker:
Deb Well - Director of E-Business at Harbor Capital Advisers, Inc.
Developing Marketing Teams with Advanced Skill Sets
In today’s competitive marketing landscape, teams need advanced skillsets to
order to meet the increasingly high expectations of clients. The skillsets of the
marketing teams must not just keep up with the current demands, but must
anticipate the future demands of the marketplace. This session will provide
information, steps and practical approaches for enhancing the skillsets of
marketing teams. We will share how by advancing the skillsets of marketing
teams, you can add value to your company while providing professional
development opportunities.
Speaker:
Kari Brett – Senior Marketing Manager at Principal Global Investors
What Do I Do with All This Data? (Roundtable)
From user data such as open rates, click rates, page views, and downloads to
our own internal operation data, the modern marketer is inundated with data.
But who is using it effectively to drive their decision making process. In this
roundtable attendees will be asked to share their successes, failures, and
frustration with the influx of "Big Data".
Moderator:
Michael Adelman – Head of Creative at Lazard Asset Management
Marketing The “Less Human Is More” Approach - Robo Advisors
With the consistent demand for advancements in technology, it is no surprise
that each day, more things in the world are automated. As new generations of
consumers grow up, they begin to expect the same from their financial advice.
Historically firms have promoted the “hands on,” customer relations experience,
a change to this methodology can be daunting. This case study will review what
is robo-advising and how to effectively market it to the younger generation.
Speaker:
Daniella Boni – Marketing Director at Callan Capital
Is Your Social Media Really Social?
Social media is a consistently trending topic. Everywhere you look, there are
references to social media – who is using it, how, what are they saying. And in
this day and age, companies cannot afford not to have a social media presence.
But in that same light, companies cannot afford to make mistakes on social
media either, because the world is watching. Join us to discuss best practices for
social media marketing, such as LinkedIn and Twitter, and provide your thoughts
on how to best promote your marketing message in 140 characters or less.
Panelists:
Dan Connell – Managing Director at Greenwich Associates
Julia Robinson – Marketing Associate at Principal Global Investors
Omri Ben-Amos - VP, Marketing at ClearBridge Investments
Moderator:
Menaka Thillaiampalam – Head, North America Financial Services Marketing at
LinkedIn
Data Silos: Connecting Discrete Data Sources
This session will discuss the known challenges of managing the varied sleeves of
data within your organization and approaches to tap these assets for the benefit
of your communications efforts. We ’ll discuss methods to centralize data
access, rather than re-engineering data structures and proliferating what
becomes the single version of truth across your content.
Speaker:
Michael Kendall – Vice President of Strategic Relationships at Satuit
Technologies
4:45 pm – 5:00 pm
Closing Remarks
Conference Co-chairs:
Imani Panton - RFP Unit Manager at ICMA-RC
Michael Adelman – Head of Creative at Lazard Asset Management
Patti Ernst – Channel Marketing Director at Invesco
5:15 – 7:00
Cocktail Reception
TUESDAY, NOVEMBER 8, 2016
8:00 am – 9:00 am
Registration and Breakfast
9:00 am – 9:15 am
Welcome by Conference Co-chairs
Conference Co-chairs:
Imani Panton - RFP Unit Manager at ICMA-RC
Michael Adelman – Head of Creative at Lazard Asset Management
Patti Ernst – Channel Marketing Director at Invesco
9:15 am – 10:30 am
General Session
Evolving Your Marketing Strategy in a Digital World
Over the last two decades marketing strategies have been evolving from
traditional channels to more social and behavioral driven channels. This shift
has brought on several challenges and opportunities in investment management
marketing. Hear how institutional marketers can successfully leverage the
benefits of both strategies in this ever-changing environment.
Speaker:
Dominica Ribeiro - Head of Institutional Marketing, North America at State
Street Global Advisors
10:30 am – 11:15 am
Networking Break & Visit with Exhibitors – Sponsored by Pensions and
Investments
11:15 am – 12:15 pm
Concurrent Breakout Sessions
Developing a Marketing Organization to Power an Engaging Blog
Many marketing teams have snapped on ancillary capabilities to place content
into a blog. The industry leaders have taken an integrated approach to build
Marketing around relevant thought leadership that utilizes a blog as the primary
platform to transfer that thought leadership to clients and prospects. Attend
this session to understand the necessary “basics” for a relevant and well-
executed blog.
Speaker:
Anu Heda, Co-founder and Partner with Naissance
Reporting: Centralized or Decentralized? (Roundtable)
This roundtable will focus on how data is gathered and shared within your firm.
Is data stored in a centralized or decentralized manner? What are the
advantages and disadvantages of each approach? How is data distributed and
accessed?
Moderator:
Michael Kendall – Vice President of Strategic Relationships at Satuit
Technologies
Mobile Marketing
Gone are the days of consumers gathering data from books, newspapers and
television. In today’s virtual world, consumers instantly turn to their smart
phone or tablet for quick and easy information gathering. But what happens
when your marketing materials are designed for the computer screen and do
not easily translate to the smaller screen? It is easy to lose viewers when your
information isn’t visible. In this panel, listen to tips for modifying marketing
materials, from websites to emails, apps to videos, to fit any size screen.
Speaker:
Tucker Slosburg – President at Lyceus Group
Team Productivity and Effectiveness (Panel)
In this panel, both managers and team members discuss real life experiences
where team work results in goals that are met, what contributed towards the
collective success, and how to deal with missteps and defeats.
Panelists:
Tom Mulligan - Director, Product Management and RFP at Brandes Investment
Partners
Ray Lewis – Global Marketing Communications Manager at Brandes Investment
Partners
Imani Panton - RFP Unit Manager at ICMA-RC
RFP Team Data Analysis: Looking Beyond Volume
RFP teams are under constant pressure to keep up with volumes, and reporting
on increases (and decreases) can be a key component in ensuring the proper
resources. But what data points beyond volumes are most informative? How
can this information be effectively shared with senior management and sales so
they can better understand how to utilize RFP resources?
Speaker:
Cathy McLagan – Head of RFPs and Consultant Databases at Invesco
Personalizing Your Message: It’s Not What You Want to Say That Counts, It’s
What They Need to Hear
Marketing in today’s digital age presents us with many opportunities to engage
our clients and prospects, but how do you differentiate your firm and your
products in a crowded marketplace? Start talking to them as individuals, not as
asset classes and offer them the opportunity to create their own relevance.
Speaker:
Stan Adler - Owner, Stan Adler Associates
12:15 pm – 1:15 pm
Lunch & Visit with Exhibitors
1:15 pm – 2:15 pm
General Session
What’s Your UBER?
This energetic and informative session will help provide the keys in researching
and determining what future disruption is coming your way. Technology is the
#1 disrupter, but it may be some other form of disruption. Just look at the taxi,
real estate, publishing and music industries. Over the last five years, disruption
has transformed those industries, putting the organizations at risk for
competing. The question is... Do you know what may be lurking your way that is
going to create havoc in your industry? Tom Morrison will share various forms
of disruption that are going to create havoc in many industries and
organizations connected to them as well as what your organization needs to be
doing to embrace these shifts.
Speaker:
Tom Morrison - CEO of MTI Management and Authority on Associations
2:15 pm – 3:15 pm
Concurrent Breakout Sessions
Cross Training Your Team
At some firms, the in-house marketing group is small, requiring team members
to wear many hats and be ready to help out when the work requires all hands
on deck. This panel discussion will touch on the importance of cross training;
skills that should be developed; advantages of cross training; tips on how to
implement successful coaching initiatives; and the expected end result.
Panelists:
Ray Lewis – Global Marketing Communications Manager at Brandes Investment
Partners
Katie Henry – Production Manager at Brandes Investment Partners
Cathy McLagan - Head of RFPs and Consultant Databases at Invesco
Case Study: What Does IT Need from Marketing? (From the IT Point of View)
At last year’s PAICR conference we heard from marketers about how they had
built successful partnerships with IT. This year we have invited IT professionals
from the industry to share their thoughts on what marketing can do help them
succeed.
Speaker:
Justin Meyer – Senior Vice President at Lazard Asset Management
Why You Should Be Using Video as Part of Your Marketing Strategy
(Roundtable)
From tutorials to social media posts, video is more popular than ever as a way to
garner attention and enhance reputation. Discover the benefits of using videos
as part of your marketing strategy.
Moderator:
Patti Ernst – Channel Marketing Director at Invesco
Managing and Leading: Skills for Being a Great Boss
A great team doesn’t come together without a great boss. But higher demands,
tighter budgets, and new technology have changed what it means to be
successful in leading a team. In this session, we’ll talk about the skills you need
to be the leader you want to be: a highly organized communicator who
navigates challenges creatively, and who is respected by your team and upper
management alike. We’ll also identify the #1 enemy of successful teams and
how to defeat it.
Speaker:
Kylelane Purcell – President at Purcell Communications
Data-driven Content
Content is only king if you’re creating the right content and putting it in front of
the right people. And, online today engaged consumers of content are some of
your best marketing assets. Thoughtful data analysis can be used to make sure
that your content is working to help generate high-quality, engaged traffic that
will ultimately convert to leads. Learn how to use testing and analysis to ensure
you’re getting the most from your content investment.
Speaker:
Dan Scholz - Senior Vice President Digital Marketing at Lazard Asset
Management Asset Management
RFP Content Management: Promoting Efficiency Through Software (Panel)
Each client is unique but the questions asked during an RFP process often are
not. In this panel, RFP experts and consultants discuss the efficiency gained with
RFP software and standard language. They will also discuss strategies for
maintaining current and accurate language along with which information should
be standard and when it is better to customize.
Panelists:
Wendy Cheng-Wong – Account Manager at Proposal Software
Beth Sherring - Institutional Communications at Brown Advisory
Kari Brett - Senior Marketing Manager at Principal Global Investors
3:15 pm – 3:30 pm
Closing Remarks and Announcement of PAICR ACE Winners
Conference Co-chairs:
Imani Panton - RFP Unit Manager at ICMA-RC
Michael Adelman – Head of Creative at Lazard Asset Management
Patti Ernst – Channel Marketing Director at Invesco
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