Recap
On October 12th, Lincoln Financial Group hosted the FCS and financial marketers throughout the Philadelphia region with an in-depth discussion on digital innovation in financial services. Marketers had the opportunity to hear from Frank Dudley of Financial Marketing Institute and Northwestern University, Angela Laubmeier of Lincoln Financial Group, Jeff Coghan of Hartford Funds and Seth Morrison of SEI as they discussed the trending shift from digital to dynamic marketing in financial services.
Here are some of the key themes that emerged from the discussion:
- Leveraging Data in Real Time: Marketers discussed the need to bring data in-house within their organizations to give more control and integration into the marketing operations. Having data in-house – and feeding it into various marketing platforms – enabled marketing teams to learn and react faster, using marketing automation tools and other systems.
- The Power of Influencers: While leveraging influencers has been a key marketing tactic in consumer marketing, influencer marketing has finally made its way to financial services. All the panelists discussed finding new ways to engage influential thought leaders and decision-makers through paid media, podcasts and social media marketing. All panelists agreed that finding ways to tap into influencers was swiftly becoming one of the most effective tactics they could deploy.
- Challenges and Opportunities with AI: All panelists were seeing the power of AI when it was embedded in various marketing tools and platforms that they were using. However, their organizations were still exploring how to more effectively integrate AI into their marketing practices – and how to get compliance to be comfortable with the tools. The first frontier for the panelists was using AI as a content generation and personalization tool for various audience segments.
- Driving Revenue: All marketers were tasked with driving measurable, tangible results for their firms. But there are challenges – especially with long-tail sales cycles – with truly attributing top of funnel tactics like advertising towards real sales conversions. Panelists actively discussed what a true KPI was for their marketing efforts, how to socialize those KPIs with their C-suite, and how to integrate the sales teams into marketing programs to create more of a “shared” KPI on driving real business results within their firms.
For more information about the FCS Philadelphia chapter, please contact president Ed Nini or vice president Phil Edelstein.
— reported by Phil Edelstein, Substance Strategy & Creative
FCS Philadelphia will partner with the Financial Marketing Institute (FMI) for a breakfast event on October 12, when Frank Dudley, FMI President, will present some of his firm’s 2023 research on Digital Marketing in Financial Services. With a focus on how successful firms are transitioning to a more dynamic digital marketing organization, Frank will discuss the capabilities and activations necessary to manage a modern marketing organization and to deliver dynamic customer experiences.
Following the presentation, Frank will moderate a panel of senior marketing leaders, who will share their thoughts and initiatives on how the Marketing function is playing a bigger role in the development and management of more dynamic digital customer experiences.
Confirmed panelists include:
- Angela Laubmeier, Head of Corporate Brand Strategy, Lincoln Financial
- Seth Morrison, Chief Marketing Officer, SEI
- Jeff Coghan, Senior Vice President, Digital Marketing, Hartford Funds
The event will be hosted at Lincoln Financial in Radnor, Pennsylvania. This is the first event for the FCS on the Main Line. Our thanks to the team at Lincoln for their hospitality!
As part of the FCS philanthropic mission to support children’s charities, we will donate $1,000 to Philadelphia Financial Scholars in gratitude to our event’s speakers.
Like all FCS events, this breakfast is sponsorable. For information, please contact FCS CEO Kevin Windorf.
