DMFS Charlotte | Day 1

Gain insight into today’s sessions so you can get the most out of your conference experience.

Harness the impact of emotionally intelligent, human-centered marketing to build deep connections and unlock sustainable organic growth.

Adopt best practices to:
• Embed positive storytelling into campaigns to elevate authenticity and strengthen brand affinity.
• Use audience insight and behavioral cues to uncover what motivates engagement and drives meaningful action.
• Align stakeholders around a shared purpose to create cohesive, relationship-focused marketing experiences.

Transform client touches into a connection-first growth engine that expands reach, increases loyalty, and positions your brand for long-term success.

Harness AI capabilities to drive more impactful marketing campaigns and deliver truly personalized experiences. Streamline your campaign execution with AI-powered analytics. Walk away with an action plan on:

• Leveraging advanced analytics to optimize audience targeting and boost campaign performance.
• Automating repetitive tasks and nurturing leads with personalized, real-time content and offers.
• Integrating AI into your existing marketing stack while maintaining transparency and trust.

 Optimize your marketing efficiency to strengthen your competitive edge and elevate your customer experience.

Create campaigns that appeal to the emotional pull of your customers, supported by AI-enabled automation to deliver on brand promises. Take away specific solutions to:

• Balance high-impact brand campaigns that evoke aspiration with practical messaging around speed and simplicity.
• Leverage AI-driven tools to fulfill brand promises of seamless customer experiences.
• Engage both direct consumers and broker partners through tailored digital platforms, reinforcing a multi-channel growth strategy.

 Advance your brand’s impact by blending emotional appeal with innovative technology to drive customer loyalty and measurable business results.

Most financial institutions approach cross-sell as a campaign problem, promoting the next product based on what customers already have. Despite more data, digital channels, and automation, results often plateau due to mistimed outreach, low relevance, and inefficient spend.

This session reframes cross-sell as a decisioning problem. Instead of asking “what should we sell next?”, leading organizations are identifying who is actually ready, and why. By leveraging audience intelligence built from first-party data, behavioral signals, and real-world engagement patterns, marketers can prioritize high-value opportunities and activate them across digital and offline channels at the right moment. Walk away with a practical framework to:

• Distinguish customer eligibility from true readiness
• Use behavioral and first-party signals to improve timing and prioritization
• Align channel strategy (digital + direct) to audience intent
• Move beyond static segmentation toward adaptive, insight-driven growth

Using a real-world banking example, this session will demonstrate how shifting to audience-based decisioning improves conversion, increases efficiency, and drives more meaningful customer relationships.

Engage the local community to drive engagement beyond digital platforms. Source your plan of action by:

• Establishing campaigns that connect with the community and build organic relationships that convert into new clients.
• Creating a story that involves the consumer in a journey, creating increased customer loyalty.
• Gain a competitive edge by establishing yourself as the preferred, trusted local partner for financial needs.

 Increase your ability to create a regional brand that really connects to the local community and attracts the loyalty of its consumers.

Stay ahead of the AI-powered search revolution by mastering strategies that align your content with conversational queries and context-driven intent. Achieve a step-by-step action plan to: 

• Optimize content for AI-driven platforms and voice assistants to ensure your brand is the top recommendation. 
• Structure web and mobile experiences to capture emerging intent signals from chatbots, generative engines, and virtual assistants. 
• Integrate conversational search tactics into your SEO and SEM mix to boost discoverability across text, voice, and hybrid interfaces. 

 Advance your search strategy and secure visibility in the AI-first era of customer discovery to engage users with personalized experiences.

Work through practical hands-on exercises that will strengthen your role as a marketing leader within your organization.

WORKSHOP A: AI-DRIVEN TEAM BLUEPRINT
Mapping Automation, Augmentation, and New Roles for Maximum Impact

Design a future-ready marketing organization by separating tasks into three clear buckets around automation, augmentation, and elevation. Take away specific solutions to:

• Apply the “Three-Phase Framework” to pinpoint what can be fully automated, which activities AI should augment, and where human ingenuity remains irreplaceable.
• Define workforce shifts by redeploying staff toward high-value, revenue-generating functions and tracking revenue, NPS, and asset-level performance to prove impact.
• Identify and develop new roles while resetting leadership expectations around coaching and continuous upskilling.

Amplify your ability to streamline operations, enhance human potential, and future-proof your marketing team in an AI-driven landscape.

Jorie Walsdorf, Head of Marketing, Clarity Pay

WORKSHOP B: FINANCIAL ADVISOR MARKETING
Driving Brand Consistency and Sales Impact through Strategic Enablement

Provide advisors with the support, training, and technology they need to attract new clients, deepen existing relationships, and differentiate themselves in a crowded market. Source your plan of action by:

• Equipping advisors with branded content, digital platforms, and compliant marketing resources to elevate their outreach.
• Implementing data-driven personalization to help advisors deliver tailored solutions and strengthen client relationships.
• Building a culture of continuous learning and collaboration, where advisors seamlessly integrate marketing insights into their sales efforts.

Transform your advisor network into a powerful growth engine by uniting brand consistency, marketing innovation, and sales enablement.

Brian Clark-Kahl, Vice President, Marketing & Communications, Aspida

WORKSHOP C: INFLUENCER-FIRST CONTENT STRATEGY

Integrating Diverse Human-Centric Content Formats to Set Your Brand Apart in the Financial Sector

Financial brands are breaking away from traditional marketing by integrating diverse, human-centric content formats. Transform your approach to content creation to position your brand as a leader in the financial sector. Take back to your office strategies to:

• Build authentic connections with audiences through relatable and engaging content.
• Create a cohesive content ecosystem that amplifies your brand’s reach and impact.
• Align your content strategy with organizational goals to deliver measurable results.

Heighten your brand’s impact by showcasing the strategic implementation of influencer-first approaches and creative storytelling across platforms.

Polina Zueva, Fin-Fluencer, Ex Tik-Tok

• Enjoy exclusive sponsor demos and experience the next level of digital marketing innovation firsthand.
• Meet one-on-one with leading solution providers to discuss organizational hurdles.
• Brainstorm solutions and gain new perspectives and ideas.

Unlock practical tips to accelerate growth by infusing and embedding analytics into your go-to-market strategy. Discover best practices for utilizing AI-enabled insights and intelligence. Develop a blueprint to:

• Manage and improve customer awareness, consideration, preference, and consumption.
• Drive product innovation and adapt faster to changing customer preferences, needs, and use cases.
• Take the time, cost, and complexity out of targeting and personalizing your go-to-market programs on an account, persona, and individual level at scale.

 Bolster your go-to-market effectiveness and increase consumer loyalty by harnessing data and AI to drive innovation.

Harness the power of AI agents to manage complex marketing tasks, freeing your team to focus on strategy and creativity. Create a roadmap to:

• Identify marketing workflows that deliver the highest ROI when automated.

• Deploy AI-driven agents to plan campaigns, allocate budgets, and continuously optimize performance based on real-time data.

• Establish governance and human-in-the-loop processes to ensure AI decisions align with brand guidelines, compliance, and business objectives.

Achieve growth and efficiency by embedding intelligent automation into your marketing operations.

Review the key solutions and takeaways from today’s sessions. Source a summary of action points to implement in your work. Discuss tomorrow’s highlights! 

• Relax and unwind with tasty cocktails after a long day of learning.
• Don’t miss your chance to win fun prizes by scanning your badge at our exhibitor booths.
• Make dinner plans with your new connections and explore the best of what Charlotte nightlife has to offer. Just be sure to set your alarm for day two!