DMFS MidWest | Day 2:

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

Break through the noise in the highly regulated financial arena by using creative strategies that drive engagement and differentiation. Create a roadmap to:

• Heighten calculated creative risks that break through industry noise.
• Perfect multi-channel campaigns that leverage bold storytelling to drive engagement.
• Collaborate with compliance and legal teams, turning constraints into innovative opportunities.

Infuse your brand with fearless creativity that wins attention and drives results in a regulated landscape.

AI search is quietly reshaping how financial services brands get discovered, evaluated, and trusted. This session breaks down what actually happens behind the interface of large language models and why traditional SEO thinking falls short. The focus is make it as actionable as possible. You will walk away with a clear view of:

• What makes a financial brand retrievable and citable in AI systems

• How to design content that gets included in answers, not just ranked

• Where to build authority beyond your website to influence AI outcomes

For teams operating in a regulated, trust-driven category like financial services, this is no longer an edge case. It is quickly becoming the primary layer of discovery. This session is about understanding that shift early and building for it deliberately.

Learn to structure your teams, processes, and technology to allow innovation without creating compliance and risk friction. Hear from senior marketing leaders with hands-on experience. Gain insights that will help you:

• Advance regulatory requirements as strategic guardrails rather than barriers to marketing innovation.
• Transform internal approval and governance processes to support faster campaign execution.
• Master emerging technologies such as AI and advanced personalization.

  Successfully align your marketing innovation with strong governance to transform compliance into a competitive advantage.

Learn how to engage with the local community to move beyond digital platforms. Develop a blueprint to:

• Master campaigns that connect with the community and convert into new clients.
• Increase customer loyalty by creating a story that depicts the customer journey.
• Perfect your 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.

Pennymac’s highest-performing CDP campaign started with a problem hiding in plain sight: an offer shown to every site visitor, whether it applied to them or not. One segmentation fix later, the same campaign was driving significant results, and it opened the door to something much bigger. In this fireside chat, Pennymac’s Matt Baier and Rebekah Santhuff join Tealium to trace the journey from wide-net marketing to true one-to-one experiences: refinance messages personalized based on each customer, real-time triggers from home listings and credit signals that reshape the site experience in the moment, and an engagement scoring model built to predict intent and fuel lookalike audiences. You’ll leave with a practical sequence for personalization in a regulated industry: start with a problem, improve the process, then scale the technology.

Explore how to create a consistent, connected brand experience across digital and in-branch interactions. Learn how to bridge the gap between marketing, technology, and frontline teams to create stronger customer connections and loyalty.

Gain practical insights that will allow you to:

• Identify where digital and in-person experiences become disconnected.

• Strengthen consistency in your brand messaging across every customer touchpoint.

• Equip frontline teams with the context and tools to continue conversations that begin digitally.

• Turn your brand promise into a customer experience that feels personal, seamless and consistent.

Connect your digital and human experiences to create one recognizable brand customers can trust—wherever their banking journey begins.

Discover how to provide advisors with the training, support, and technology needed to drive sales and branding in a crowded market. Adopt best practices to:

• Optimize advisors with branded content, digital platforms, and compliant marketing resources.
• Bolster data-driven personalization and tailored solutions.
• Perfect a culture of continuous learning and collaboration.

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