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The Marketing Conference 2018

Reinventing the Journey

May 30, 2018 – June 1, 2018
Hyatt Regency Baltimore, Baltimore, MD


1:30 pm - 2:00 pm


2:00 pm - 2:30 pm


2:30 pm - 3:30 pm


Transformation Starts at Home

  • Brent Korte

    Senior Vice President and Chief Marketing Officer
    Ameritas Life Insurance Corp.
More than ever, marketing organizations are taking on the responsibility to help companies innovate.  Often, that requires transformation of capabilities within their organizations.  From the digital imperative to mining deep insights and analytics, marketing teams are moving and working very hard through the change curve that our industry is going through.  However, what often gets overlooked are the associates and imbedded culture within the company that might struggle with change and innovation.  Where do you start?  You start at home, with a strong focus on your culture and your associates.  Educating them on the "why" and then moving to the "how" for innovation and transformation.

3:30 pm - 4:00 pm


Sponsored by Inside Response


4:00 pm - 5:00 pm

1. Using Emerging Technology to Enhance the Consumer Experience
Justine Lynch, Digital Development Manager, American National
Moderator: Katie Piretti, Director, Digital Development, American National
 The customer journey is evolving through emerging technologies in areas such as the Internet of Things and Artificial Intelligence. We’ll learn how advisors and marketers can use some of these new tools to simplify and personalize interactions, resulting in increased engagement and a more meaningful and positive experience with your company.
2. Send in the Anthropologist! Advisory Research for Impact
Behzad Sarmadi, Ph.D., Resident Anthropologist, Great-West Life
Moderator: Rita Lepore, Senior Client Analytic Specialist, Great-West Life, London Life, Canada Life

In the midst of fintech innovations in financial advice, the inter-personal work of financial advisors and why many customers still seek it out has sometimes been neglected. Anthropological research with financial advisors can offer insights that correct this.

  •  Learn what in-depth qualitative research of financial advice can offer.
  •  Learn about the tools and techniques used in such research.
  •  Learn about when this research is most useful, and how to deploy it. 
3. Stop Confusing Me: Keep it Simple with Content Strategy and Plain Language
Jeffrey Greer, Ph.D., Associate Director, Content Strategy, MRM/McCann Detroit, Vice Chair, The Center for Plain Language
Moderator: Vivian Elba, Senior Marketing and Communications Project Manager, The Hartford

In today’s always-on, always-distracted digital world, we struggle to reach our customers. And when we do, we’re speaking to them using language driven by internal policies and politics. And customers just don’t understand. In this session, we’ll look at examples of plain language transformation and find out how to more effectively communicate with our customers. Attend this session, and you’ll be able to:

  • Look at your content from the perspective of your customer
  • Understand how plain language fits into your content strategy 
  • Get people in your organization aligned around creating content that’s right for your customers. 
4. Financial Wellness Matters

David Flores, Vice President, Sales and Marketing, MoneySteps
John Steber, Vice President, Customer Solutions, Voya Financial
Jeffrey Tulloch, Vice President and Head of PlanSmart, MetLife
Moderator: Ann Freeman, Executive Director, Marketing, Trustmark 

When you Google financial wellness you receive 3,220,000 results in 0.47 seconds. Are you trying to figure this out too?  

  •  In corporate America what does Financial Wellness really mean and what do we do about it? 
  •  Get a holistic perspective from MetLife and Voya  
  • Ask the experts to see what is right for your organization and what you can do

5:30 pm - 6:30 pm

THURSDAY, MAY 31, 2018

7:00 am - 5:00 pm


7:00 am - 8:00 am


8:00 am - 9:00 am


Would You Do That To Your Mother?

  • Jeanne Bliss

    Founder and President, CustomerBliss 
    Co-Founder, The Customer Experience Professionals Association
 How Would Your Company Act if Every Customer Were Your Mom?  
Customers crave the same gentle treatment, simple directions and honorable behavior that our mothers demanded of us. By taking a minute to pause, review, and consider your actions through the “Mom lens”, you give yourself a powerful tool to think differently about your approach to customer experience, whether that’s your company’s return policy, its social media presence, its big picture CX strategy, or its frontline customer service.   By converting ‘frustrated Mom moments’ into ‘make Mom proud’ moments, and exploring some of the companies who defy regular business practices to build bonds with employees and customers, this inspirational session will challenge your thinking and prompt you to re-evaluate your own CX practices, focusing on key areas such as enabling employees to deliver value, being a joy to do business with, designing experiences to enable customers to achieve their goals, and establishing customer trust.

9:00 am - 9:30 am


Sponsored by EverQuote


9:30 am - 10:30 am

5. Harness the Power of Facebook Advertising!
Ryan Hurley, Director of Media and Analytics, The Archer Group
Moderator: Robert Bonsall, Head of Social Media, Penn Mutual

Most advisors have embraced LinkedIn.  However, advisors and corporate advertisers can up their social gains with a Facebook Business page, a modest budget, and a thoughtful Facebook ad strategy.  Learn from an interactive agency pro:

  • Why Facebook advertising matters.
  • What to promote and how much to spend.
  • Who to target and how to reach prospects and clients on social.
  •  How to measure the results. 
    6. The Secrets to Leading an Effective Marketing Team
    Katie Bartling, Associate Vice President, Marketing Communications, Sammons Financial Group Member Companies
    Jodi Beehler, HR Consultant, Organizational Development, Sammons Financial Group Member Companies
    Moderator: Melissa York, Senior Marketing Specialist, The Standard

    As the millennial wave continues to grow in the workforce, now more than ever, employee engagement is a hot topic. Marketing team effectiveness is especially impacted by employee engagement because of the fast-paced, ever-evolving marketing landscape.  

    • Discover how to get the most from your marketing team & keep them engaged along the way
    •  Learn actionable ways to keep your team motivated in a fast-paced environment  
    •  Understand what drives the different generations in the workplace & how to promote a team-work mentality   
    7. Managing Customer Experience - It's Not Just About the Numbers!
    Sybil Covell, Director, Client Experience and Retention, Western & Southern Life
    Moderator: Todd Silverhart, Ph.D., LLIF, Director, Insurance Research, LIMRA

    As efforts to become more customer centric continue to mature, there is much interest in understanding how to actually manage the customer experience (Cx). This is particularly true when it comes to the insurance industry where historically there have been onerous processes for obtaining the product and limited engagement through the product lifecycle.

    • Learn about recent LIMRA research focused on how companies are addressing customer experience.
    • Find out how Western & Southern Life introduced a Cx measurement approach to their organization. 
    • Hear about the evaluation process, successes, the brutal facts, and how measuring customer experience is more than focusing on the numbers.
    8. Using Data to Create Relationships and Drive Marketing
    Munir Pathak, Senior Data Scientist,
    John Wilson, FLMI, AIRC, ACS, Director, UCONN Center for the Advancement of Business Analytics (CABA)
    Moderator: Natalie Barenthin, GBDS, Senior Marketing Research Analyst, Anthem Life

    The landscape for marketing life insurance has changed rapidly. We all know this. Potential consumers are embracing technology, challenging brokers to adapt and forcing us to rethink how to reach the un- and underinsured. In this talk, we will give you a window into how we’ve approached solving this problem – through data collection, analysis, and the application of those insights. Learn how data has helped us build brand loyalty, an engaged user base, and a space where we can connect personally with our customers.


    10:30 am - 10:45 am


    10:45 am - 11:45 am

    9. Innovation Station - Part 1: Igniting Innovation with Design Thinking
    Aimee Bernardo, Director, Strategic Innovation, Guardian Life
    Sravan Muthiraj, Head of Design Thinking, Guardian Life
    Moderator: Angela Meehan, CLU, ChFC, Vice President, Corporate Marketing, Ohio National Financial Services
    Join our speakers for this interactive session on innovation. Hear about Guardian’s innovative journey, including how they generated numerous ideas, but were not quick to bring them to market. Today, Guardian is using design thinking to quickly innovate, prototype, test and launch new ideas. In this session, you will participate in a design thinking exercise, during which you will share and hear experiences from your peers.
    10. Digital Breadcrumbs: Storytelling that Connects and Converts Across Platforms
    John Sisson, President, HBT Marketing
    Moderator: Mathew Nelson, Marketing Consultant, MassMutual
    One of the hardest parts about marketing is getting people to pay attention. Particularly with all the digital channels, you write copy for landing pages, you pump out videos, and you're telling stories all over social media. Yet, you're not entirely sure who's listening. Imagine if you could create content that generated enough loyalty for your customers to follow you anywhere... including across platforms?  Come prepared to discuss your company’s story
    11. Big Data Meets Shotguns and Pickups
    Michael Patterson, Ph.D., Director of Research Analytics, Radius Global Market Research
    Glenn Staada, Senior Vice President, Radius Global Market Research
    Moderator: Steve Wendorf, Director of Marketing, Catholic United Financial
    For years, segmenting your market audience into discernable groups has been a tried and true marketing strategy. Further, in VOC surveys it’s possible to identify and profile those customers who are more and less satisfied.  However, in today’s budget conscious environment, is that good enough? What if you could take customer groups and sub-segment them into even smaller more distinct groups based on needs, attitudes, satisfaction levels, etc.? With big data tools you can.
    11.2 Acquiring Local Market Share: Tactics to Outperform Online and Direct Competitors
    Shane Closser, Head of Industry/General Manager for Financial Services at Yext.
    Brent Plow, Director of Digital Risk and Compliance, Proofpoint Digital Risk
    Consumers are visiting 11.7 resources online before purchasing an insurance plan. Buying patterns are becoming non-linear and agents that are empowered to take control of their digital presence will be able to adapt quickly to local market changes. This session will share new models to win in the increasingly local agent landscape, and research that will help streamline compliance and mitigate risk for brands, agents and ultimately the customer.

    11:45 am - 1:00 pm

    Creative Connections Award
    Platinum, Gold, Silver, and Bronze winners of the LIMRA Creative Connections Award will be announced during this special awards ceremony. This award recognizes and rewards marketing and creative excellence, innovation and achievement, and highlights best practices in financial services marketing.

    1:00 pm - 1:15 pm


    1:15 pm - 2:15 pm

    12. Innovation Station - Part 2: Insights Into the Transformative Journey
    Gautam Kumar, Assistant Vice President, Product Management, Haven Life
    Moderator: Laura Hahn, Director, Customer Insight and Engagement, Guardian Life
    Discover how Haven Life, an innovator in providing term life insurance simply and easily online, evolved from quick start-up to a scalable provider that’s capturing interest across the industry! Gautam Kumar, Assistant Vice President, Product Management with Haven Life will share insights and best practices from his experiences at Haven and other large financial service enterprises on how to make innovation and transformation a reality through strategic clarity, precise yet nimble execution, and an incessant focus on building the critical mass necessary to earn or unlock the next stage of the life-cycle.
    13. Social Data Insight: Meaningful Metrics to Get More for Your Money
    Kara Burney, Senior Director of Marketing, TrackMaven
    Moderator: Janet Holton, Marketing Associate, Modern Woodmen of America

    Social platforms are ubiquitous and the marketing spend has never been higher. How do you wade thru the mountains of unending data and connect everything? How can you construct meaningful metrics to get more for your money?  Learn how to use the ready-made tools at your disposal and other techniques to make your metrics—bottom line positive. This session will help you:

    • Communicate the appropriate metrics to management
    • Move beyond vanity metrics
    • Pay attention to metrics that are actionable
    • Leverage competitor data to improve your results
    14. Reinventing Illustrations to Improve Customer Experience
    Kimberly Anderson, CLTC, LTCP, FIC, Manager, Life Product Research and Consulting, Individual Product Solutions Group, Securian Financial Group
    Patrick Harper, CLU, ChFC, FLMI, ACS, Director, Product and Concept Marketing, Penn Mutual
    Krista Stevens, Sales Development Strategist, Ameritas Life
    Moderator: Melissa York, Senior Marketing Specialist, The Standard
    This session will share how marketing can help make illustrations more appealing to clients. We will review several competitors’ illustrations who have started to make their illustrations more user-friendly, eye appealing and some cases replacing marketing materials. We will also show some software companies that are helping create illustrations to track metrics, create follow-ups and even forecast sales. 

    2:15 pm - 2:30 pm


    2:30 pm - 3:30 pm

    15. Personal, Memorable, Unique Experiences - Storytelling's Place in Finance
    Dave Sheridan, Vice President, Managing Director, Brokerage Distribution, Protective Life
    Moderators: Katie Bartling, Associate Vice President, Marketing Communications, Sammons Financial Group Member Companies; Ashwin Kumar, Senior Consultant, Marketing Management, Nationwide; Michelle Woods, Vice President, Life Marketing, Protective Life

    How can building a compelling and memorable story shape marketing strategy that drive business results? This session will help you understand

    • The importance of storytelling and its impact on decision-making
    • How storytelling has proved effective across industries to drive differentiation, profitability, and sales
    • Why emotional storytelling is critical for your marketing strategy and brand identity

    Come hear real-world case studies and testimonials from your peers during the interactive session. 

    16. SEO in 2018 - Top 8 Traditional and Trending Tactics
    Amanda Ochoa, Digital Advertising Specialist, American National
    Moderator: Janet Holton, Marketing Manager, Modern Woodmen of America
    2018 will be an interesting and exciting year for SEO. As search engines, technologies and the customer journey are constantly changing, SEO continues to evolve. To help stay ahead of the game in 2018 we’ll dive into the top traditional SEO techniques that are still effective, and look at the most prominent trends that are gaining momentum. You’ll leave this session knowing key elements specific to the insurance industry that can help deliver maximum SEO success in today’s ever-changing environment.
    17. Navigating the Journey to Become a Social Business
    Amy McIlwain, Global Industry Principal, Hootsuite
    Moderator: Robert Bonsall, Head of Social Media, Penn Mutual Life

    Disruptive technologies and changing customer demands are driving fundamental transformation of the insurance industry. While social media is just one driver of this change, it's an important one. So how is the industry responding? Join financial social media expert and bestselling author, Amy McIlwain, as she delivers the results of Hootsuite's global research, which surveyed over 300 financial services professionals with responsibility for social media strategy. In addition, she will chat with Rob Bonsall, the head of social media at Penn Mutual, to discuss the evolution of their field social media program. In this session, you can expect to hear:

    • Best practices from global peers on leveraging social media to drive revenue
    • How peers are implementing social strategies in a highly regulated, mature industry
    • Actionable steps to use social media to unify your client’s journey from prospect to customer to advocate
    • How Penn Mutual utilizes social media across multiple teams

          18. Future of Distribution and Its Impact on Marketing
          Patrick Leary, LLIF, Corporate Vice President, Distribution Research, LIMRA
          Mathew Nelson, Marketing Consultant, Client Marketing, MassMutual
          Moderator: Krista Stevens, Sales Development Strategist, Ameritas Life
          In this session, we will discuss the evolution of advisor distribution and the impact it will have on marketers. There are many changes in today’s marketplace that could affect the way companies sell products. Technology and regulation are two of the main driving forces as well as the empowered consumer. Leveraging new research conducted by LIMRA and EY, this session will explore key trends happening across the distribution landscape and how some companies are taking steps to thrive with the change. Come to this session to explore the link between marketing and distribution, and learn how marketers should be thinking futuristically in their go-to-market strategies.

          3:30 pm - 4:00 pm


          4:00 pm - 5:00 pm


          The Power of Purposeful Storytelling

          • Michel Neray

            Author, Master Practitioner of Neuro-Linguistic Programming (NLP)
          It is well-established that stories are more memorable and powerful than facts and statistics. Stories are the basis of leadership, coaching, influence, teaching, sales and team culture. From the beginning of time, stories are how we have passed on our values, made sense of the world and effected change. Today, it's how we influence our customers, our teams and audiences. Combining exercises in NLP (Neuro-Linguistic Programming), classic story-telling, stand-up comedy, improv, acting and professional speaking, Michel will help you strategically develop signature and turning-point stories to motivate, inspire, and influence team members, customers and audiences in the most engaging and powerful way. He will include case studies, testimonials and conversational stories to support sales and brand positioning.
          FRIDAY, JUNE 1, 2018

          7:30 am - 8:30 am


          8:30 am - 9:30 am


          Beyond Digital: Competing in an Automated World

          • Debra Jasper, Ph.D.

            Founder and CEO
            Mindset Digital

          Mobile, custom, fast and easy. That's what it takes to meet the demands of today's digital consumer. But recognizing this isn't nearly enough. This fast-moving session examines the:

          • new customer journey
          • impact of AI, charming chatbots and virtual assistants (think Lemonade, Crystal and GrapeVine6)
          • rise of digital lending (Underwrite AI, alternative data, predictive analytics)
          • shift to an every touchpoint matters culture

          To survive, legacy industries such as insurance must adapt -- fast. We'll connects the dots, illustrating how new technologies and automation are driving customer expectations and innovation. 


          9:30 am - 10:00 am


          10:00 am - 11:30 am


          Continuing the Journey: The Evolution and Elevation of Marketing

          • Sean F. O’Donnell, LLIF

            Vice President, Member Relations & Consulting
          Heighten your awareness and reinvent your thinking around marketing’s role in this changing customer centric environment.  Learn how to evolve from a Marketing department to a powerful discipline leading strategy and innovation across companies.  Roll up your sleeves with LIMRA’s Vice President, Sean O’Donnell, and your peers as you uncover new perspectives that may be the game changer you are looking for.  

          11:30 am


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