Future of Finance Marketing

Host Jason Keath speaks with Allen Plummer, Global Head of Content at The Carlyle Group, about how the firm strategically uses owned media, LinkedIn newsletters, podcasts, and video content to build influence in private markets.Timestamps:02:41 - Owned media06:26 - LinkedIn newsletters09:20 - Podcast content15:39 - Video and multimedia19:27 - High-production vs low-fi26:01 - Is YouTube underutilized in finance marketing?29:51 - AI impact on discovery32:28 - Career lessonsResources & Links:* The Carlyle Group: https://www.carlyle.com* Allen Plummer on LinkedIn: https://www.linkedin.com/in/allenplummer* Future of Finance Marketing Podcast: https://futureoffinancemarketing.com/Join The Conversation:Subscribe to Future of Finance Marketing on Apple Podcasts, Spotify, or other podcast platforms.Connect with Jason Keath on LinkedIn for more insights on finance marketing trends: https://www.linkedin.com/in/jasonkeath This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

2025 Creative Trends Report Learn which creative content tactics are breaking through and outperforming headed into 2025? We'll discuss how creative trends are impacting brand, social, content, and performance — in finance and beyond.Presented by Jason Keath, Co-founder of Social Fresh This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

Unlocking Organic Social: Future-Ready Tactics for Finance Brands A discussion on which strategies are currently increasing visibility, driving authentic engagement, and building stronger connections with consumers. Including short-from video, creator content, and risk-taking.Panelists include:* Jason Keath, Social Fresh* Nathan Allebach, Ramp* Temeka Easter Rice, Vanguard* Nick Dimichino, Stripe* Jack Richards, Onclusive This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

Content Strategies for Tomorrow: How to Engage the Right Audiences Discover the innovative content strategies top brands are using to build stronger customer connections. Explore how modern finance audience journeys have evolved, which content formats are gaining traction, and how personalized storytelling is driving better results.Panelists include:* Jason Keath, Social Fresh* Mallory Russell, Square* Abel Flint, JPMorgan Payments* Zontee Hou, Convince & Convert This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

Risk, Reputation, and Results: FM's Approach to Content and Paid Media in Commercial Insurance Learn how Kaydee Marcinek, CMO at FM, is driving awareness with thought leadership, strategic sponsorships, and hyper-targeted media campaigns to position the company as a leader in risk management.Interview with Kaydee Marcinek, CMO at FM This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

Evolving Performance Growth: Breaking Down Channel, Messaging, and Creative OpportunitiesLearn how our panel of experts is optimizing performance marketing with strategies for channel selection, messaging, and creative. Uncover emerging paid media content opportunities that are driving growth for finance brands.Panelists:* Jason Keath, Social Fresh* Liz Ferguson, Brighthouse Financial* Pooyan Alizadeh, Designity* Lou Calabrese, Robertson Stephens* Tamara Scott, Chubb This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

Connecting Channels: Bridging Events, Social, and Digital for B2B Success Fidelity’s marketing approach for their Employer products integrates an adaptive mix of social media, events, and digital campaigns to best reach a hard-to-target audience. In our interview with Director of Marketing, Steve Jones, discover their strategies for leveraging LinkedIn, research-driven content, ABM targeting with Salesforce, and maximizing ROI from in-person and virtual events.Interview with Steve Jones, Director of Employer Marketing at Fideltiy This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

In our pre-show interview series for Future of Finance Marketing, we take you behind the scenes with speakers and partners to explore their creative process, toolkit, and career insights—the conversations we don’t get to have on stage.In this episode, Freddie Barbour Jr., Social Media Director at Ally, shares how he approaches creativity, leverages AI-driven social intelligence, and stays ahead in an ever-evolving marketing landscape. Below are a few highlights, but press play for the full interview.Turning Trends into Impactful CampaignsFor Freddie, successful social media marketing starts with cultural awareness. He and his team track trending topics across platforms—not just to stay informed, but to understand why certain conversations gain traction."It’s not just about what’s trending; it’s about what’s moving people to engage."Once Freddie’s team identifies emerging themes, they ask key questions:* Is this conversation relevant to our audience?* Does it align with Ally’s brand values?* How can we add value instead of just joining the noise?This research-driven approach allows them to spot pulse moments—timely opportunities to connect with customers in an authentic way. Rather than forcing a brand message into every viral trend, Freddie’s team focuses on creating meaningful interactions that resonate long-term.Career Advice That Stuck: Take the LeapOne of the best pieces of advice Freddie received came from a mentor: "Don’t be afraid to fail."Early in his career, he hesitated to take on high-stakes projects, but his mentor encouraged him to embrace risks as opportunities for growth. Since then, Freddie has leaned into challenges, raising his hand for leadership roles and stretch assignments that have shaped his success.Must-Have Tools: Staying Organized & InformedFreddie stays sharp by tuning into the TED Talks podcast, which provides bite-sized inspiration across various disciplines. He also recommends The Four Agreements by Don Miguel Ruiz, a book that helps him maintain a mindful approach to leadership and creativity.What’s Next for Ally?Freddie is most excited about deepening Ally’s use of social intelligence to enhance customer engagement and brand strategy. By combining social listening, direct consumer research, and AI-driven insights, Ally is refining how they interact with audiences and optimize campaigns.Watch the full interview for all the insights and be sure to follow Ally on social.See You at The SummitJoin Freddie on February 11th and 12th at the summit, Future of Finance Marketing, where he’ll discuss how Ally leverages social intelligence. Upgrade for On-Demand access here and rewatch all the sessions. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

In our pre-show series for Future of Finance Marketing, we go behind the scenes with speakers and partners to learn more about their creative process, tools, and career—the conversations that don’t always make it on stage.In this episode, Kaydee Marcinek, Chief Marketing Officer at FM, shares how she blends creativity with strategy, the key tools she uses daily, and her approach to shaping the future of marketing at a Fortune 500 company. Below are a few highlights, but press play for the full interview.From Mind Mapping to Executive Buy-InKaydee starts her ideation process with charts and mind maps, sketching out ideas on paper or a whiteboard before refining them into structured presentations. This visual-first approach helps her distill complex marketing strategies into narratives that resonate with executives—who, as marketers know, value seeing marketing translated into clear business impact.Must-Have Tools: AI as a Co-PilotKaydee relies on Microsoft Copilot for everything from drafting emails to summarizing meetings. Integrated with Microsoft 365, the AI assistant helps her work faster by pulling relevant insights from company files, streamlining research, and organizing action items. She also uses Google Keep for quick notes and personal organization.Momentum at FMWith a fresh rebrand, AI-powered marketing strategies, and high-profile sports sponsorships, Kaydee is driving FM’s next chapter. The company recently partnered with professional golfer Megan King and TGL’s Boston Common Golf Team, marking an exciting entry into sports marketing. Kaydee emphasizes that momentum isn’t just about big moves—it’s about persistence and endurance. As FM continues to grow, she and her team are focused on building a marketing strategy that maximizes these opportunities and solidifies the brand’s presence in the industry.Book & Podcast RecommendationsKaydee recommends The Ride of a Lifetime by Bob Iger, which offers leadership lessons from the Disney CEO’s career. She also listens to If I Was Starting Today, a podcast hosted by her brother, Jim Huffman, which shares growth marketing tactics and startup insights that apply across industries.Follow FM on social to stay connected and watch the full interview for all the insights!See You at The SummitJoin Kaydee on February 11th and 12th at the summit, Future of Finance Marketing. Upgrade for On-Demand access here and rewatch all the sessions. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

In our pre-show interview series for Future of Finance Marketing, we go behind the scenes with speakers and partners to learn more about each person’s creative process, tools, and career—the stuff we don’t get to discuss on stage.Mike Allton, Chief Storyteller at Agorapulse, knows that great marketing starts with smart systems. In this episode, we discuss how he organizes ideas, stays ahead of trends, and his AI recommendation for finance brands. Plus, a preview of his upcoming session at our virtual summit. Read on for key takeaways, and tune in for the full conversation.Build a Second Brain for Content IdeasCreativity doesn’t happen on demand. Mike relies on Evernote as a “second brain,” capturing ideas as they come and organizing them into different notebooks. Whether it’s blog topics, video concepts, or podcast ideas, having a well-maintained backlog eliminates the pressure of starting from scratch. This system has helped him stay consistent across multiple content formats—from email newsletters to short-form videos—without running out of material.Stay Plugged Into the ZeitgeistTo keep up with trends, Mike turns to industry newsletters and podcasts. His top recommendations for finance marketers include Morning Brew and Marketing Brew for industry updates and The Artificial Intelligence Show for staying ahead in AI. While you’re commuting or doing dishes, tune in to stay informed. AI: The Game-Changer for MarketingMike is all-in on AI. Whether he’s using Google Gemini for content ideation and social media copy, or leveraging AI-powered research tools, he sees AI as a transformative force for finance marketers to embrace. “We are in the fourth industrial revolution,” he says. “Everything in society will be transformed over the next few years by AI.” His advice? Start integrating AI tools into your workflow now to stay ahead of the curve.Social Media Attribution: From Clicks to ClientsAt Future of Finance Marketing, Mike will dive into one of the biggest challenges for marketers: social media attribution. His session, “From Clicks to Clients: Unlocking True Attribution for Finance Marketing,” will explore how brands can measure the real impact of social efforts and tie social engagement to revenue. Expect actionable insights on tracking conversions, understanding data, and making smarter marketing decisions.See You at The SummitUpgrade for On-Demand access here and rewatch all the sessions.Proud to partner with Agorapulse to bring you this training. Be sure to follow Agorapulse on social for more insights. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

In our pre-show series for Future of Finance Marketing, we go behind the scenes with speakers and partners to learn more about each person’s creative process, tools, and career—the stuff we don’t get to talk about on stage.In this episode, Temeka Easter Rice, Head of Social Media at Vanguard, shares her creative process, the power of cultural awareness, and how goal setting with accountability can elevate careers. Below are a few takeaways—listen to the full episode for more insights.The Six “I”s of CreativityTemeka approaches creativity with her “six I” framework: Investigate, Imagine, Involve others, Innovate, Impact, and Ignore the noise. Whether it’s dreaming big or tuning out naysayers, these steps offer a roadmap to meaningful, impactful work. Her advice? Start with a blank sheet of paper: "I like to draw arrows, process maps, ideas, and circle things. That’s where my ideas start from."The Right Accountability PartnersFor Temeka, goal setting is more than writing down aspirations—it’s about accountability. She works with a trusted partner to reflect quarterly on progress in five areas: financial, professional, spiritual, relational, and physical goals. She notes, "Having an accountability partner who listens without judgment has been key to my success."Expanding Beyond Your BubbleTemeka emphasizes stepping outside personal interests to truly understand culture: "Culture is all around us, but it’s also about groups we’re not a part of." Her advice? Explore communities, music, and experiences beyond your comfort zone to stay relevant and informed.Knowing When to Stay or GoOne standout piece of career advice? Define what you want to accomplish in any role and what experiences you hope to gain. This dual focus helps determine when it’s time to move on: "It helps you say, ‘I did what I came to do. It’s time to grow.’"Play the full episode for much more, including how to leveraging TikTok and AI for Innovation. Also, a fun fact: Temeka’s middle name is “LaJoy,” so it’s no surprise that she emanates positive energy—be sure to tune in!Follow Vanguard’s social channels to stay updated with Temeka’s work.See You At The SummitCatch Temeka’s panel, Organic Social Strategies and Future-Ready Tactics for Finance Brands, at the summit, Future of Finance Marketing. Upgrade for On-Demand access here and rewatch all the sessions. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

In our pre-show series for Future of Finance Marketing, we go behind the scenes with speakers and partners to learn more about each person’s creative process, tools, and career—the stuff we don’t get to talk about on stage.In this episode, Ted Harrison Founder of neuemotion, dives into science-backed creative ideas, the power of nonlinear storytelling, and leveraging AI to discover unique trends. Plus, he shares career advice for anyone ready to advance. Below are some key takeaways—play the full episode for more insights.Do You Even Want To Do This?In Ted’s book Entrepreneurial Creative, he shares a seven-question rubric for validating ideas, asking questions like, "Is the process by which this idea is going to come alive scalable?" and "Do I even want to do this?" This ensures ideas are both feasible and aligned with the team's goals.Start in the Middle to Boost EngagementNonlinear storytelling is the opportunity area right now. Ted explains, "We don't know when our audience is jumping into the story, so how can we tell a part that is just interesting enough at any insertion point for them to want to find out the rest?" Craft narratives that intrigue viewers at any entry point. Watch Christopher Nolan films to see this in action (e.g., Oppenheimer, Interstellar).Feeding AI for Better InsightsTed uses AI tools like ChatGPT to process large volumes of data and uncover unique trends. He explains, "I've been downloading every trends report that comes out and feeding it constantly into AI to understand holistically what everyone is saying... and asking, what are the outliers here?"Perception is the Reality For Your CareerReflecting on advice that transformed his career: "The perception of you is the reality of where you're at in your career." Ted explains how this pushed him to transition from being seen as someone detail-oriented who executes to a broader thought leader: "You need to pull yourself out, provide some thought leadership... and communicate more broadly."Tune into the full episode for more, including why Ted doesn’t disregard people who have been wrong about trends (and what we can learn from them). Plus, what today’s digital footprints might mean for the future.Follow neuemotion on social to stay up-to-date with Ted’s work.See You At The SummitUpgrade for On-Demand access here and rewatch all the sessions.We’re proud to partner with neuemotion to bring you this training. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

In our pre-show series for Future of Finance Marketing, we go behind the scenes with speakers and partners to learn more about each person’s creative process, tools, and career—the stuff we don’t get to talk about on stage.In this episode, Zontee Hou, Managing Director at Convince & Convert, shares insights on customer loyalty, visualizing big projects with Kanban, leveraging ChatGPT to refine ideas, and building your community. Explore the highlights below and play the episode for the full story.This is Personal: The Work Behind The WorkAs trusted advisors, Zontee and her team use consumer insights to generate customer loyalty. She explains that “88% of adults expect brands to engage based on a shared history.” Begin by asking, “What are the needs of the audience?” and ground your thinking in Maslow’s Hierarchy of Needs.Organize with a Kanban SystemFor larger projects, like writing her book Data-Driven Personalization, Zontee uses the Kanban framework (e.g., Infinity, Trello, Airtable) to map and categorize content. Start with notes in a Google Doc, then move to a Kanban board to better organize information and visualize examples.Use ChatGPT as a Reaction ResourceCraft prompts to spark responses that clarify your ideas. It’s great for getting out of your head and recognizing where you stand against the consensus—because ChatGPT reflects the broader view not the creative solution. In our roles, we likely “have feelings about the consensus.”Introverts: Don’t Be Afraid to Ask!Zontee discovered the power of “networking out” by asking, “Do you know someone in X industry I could connect with?” Over time, her outreach grew up to 12 levels deep. Even if it feels unnatural, ask, “Who would you recommend I speak to?” and follow up with, “Could you connect me?” Many people are more “generous of spirit” than you’d expect.Tune in for more of Zontee’s insights including why “cool” doesn’t automatically connect, along with her recommended reading list and go-to podcasts.Follow Convince & Convert on social to stay apprised of her latest projects.See You At The SummitJoin Zontee for her session, Turning Data Into Connection: Personalized Marketing in Finance, at the summit, Future of Finance Marketing. Upgrade the On-Demand access here and rewatch all the sessions. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

In our pre-show interview series for Future of Finance Marketing, we go behind the scenes with speakers and partners to learn more about each person’s creative process, tools, and career—the stuff we don’t get to talk about on stage.In this episode, Nathan Allebach, Social Lead at Ramp, shares insights on streamlining creative assets, emphasizing iteration, and embracing curiosity over bias. Below are a few highlights. Tune in to the episode for the full story.Invest in the "Upfront" Stage of Creative WorkAt Ramp, “time is money,” and Nathan kicks off new projects by diving into audience research and creative audits, followed by brainstorming ideas with wordplay and puns. Paraphrasing Mad Men’s Don Draper, “Think about it like crazy and then don’t think about it.”Taxonomy: Keeping Your Memes on the ShelfThink of your creative resources like books on a bookshelf. Organize memes, ads, and content for easy reference, adding value to future projects. Iteration is Key: Don’t Overthink ItNathan discusses doing time/value math. “Between our salaries,” how much of our collective time does this one piece of content merit? Be mindful of where you invest your energy and avoid over-committing to content that doesn’t deliver the impact you need. Just post and iterate. You learn by doing.Replace Bias with CuriosityThe Scout Mindset by Julia Galef is on Nathan’s recommended reading list. Instead of falling back on “factory settings,” embrace curiosity when encountering new ideas or challenges to pre-existing beliefs. The author proposes trying to retrain your brain, when you see things that are outside of your bubble, and approach them with curiosity—instead of a black and white mindset.Press play to learn more about Nathan’s go-to resources (like the Per My Last Email podcast) for staying connected to the zeitgeist—without getting stuck in the “the slop”—and his strategy for more mindful media consumption.Follow Ramp on social to see what Nathan is currently working on.See You At The SummitJoin Nathan for his session, Organic Social, at the summit, Future of Finance Marketing. Upgrade for On-Demand access here and rewatch all the sessions. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

In our pre-show interview series for Future of Finance Marketing, we go behind the scenes with speakers and partners to learn more about each person’s creative process, tools, and career—the stuff we don’t get to talk about on stage.In this episode, Social Lead at Stripe, Nick Dimichino dives into creativity and decision-making, sharing insights on cultivating your instincts and defending bold ideas. Below are a few highlights, but press play for all the strategies, stories, and recommendations.Get Up & Let Your Ideas IncubateStripe “aims to increase the GDP of the internet,” and in his role, Nick doesn’t sit at his desk to come up with new ideas. Stepping away from the work—showering or doing the dishes—is often when ideas come together. He knows “time is the best solve for creativity.” Defending Bold IdeasOver 15 years, Nick has cultivated a strong gut instinct for decision-making and he knows how to defend his ideas. He’s not afraid to "go to the mat" for what he believes in—even telling a former head of comms they’d have to drag his "lifeless body out of the building” before Nick would give in. If you’ve fought for social in the trenches, you get this!Unexpected Lesson from Anti-AdviceAn old boss with a bad take ended up validating a decision Nick had made. It led to some of the best work of his life. The ToolKit In social, we need a broad range of tools and skills. Nick uses Figma (for everything from professional projects to personal gifts) and CapCut for video creation.Tune in for more, including Nick’s podcast recommendation, and connect with Stripe on social to stay up-to-date on his work. See You At The SummitJoin Nick for his session, Organic Social Strategies, at the summit, Future of Finance Marketing. Upgrade for On-Demand access here and rewatch all the sessions. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe

As we countdown our virtual summit, Future of Finance Marketing, we’ll be sharing some pre-show interviews with our speakers and partners — real talk from people in the trenches.The summit took place Feb. 11-12, 2025. If you’re listening to this after the event, you can still catch all the great content and speakers on demand. Get the On-Demand pass to watch all the sessions. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit futureoffinancemarketing.com/subscribe