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 media

06:26 - LinkedIn newsletters

09:20 - Podcast content

15:39 - Video and multimedia

19:27 - High-production vs low-fi

26:01 - Is YouTube underutilized in finance marketing?

29:51 - AI impact on discovery

32:28 - Career lessons

Resources & 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

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

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

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

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

Evolving Performance Growth: Breaking Down Channel, Messaging, and Creative Opportunities

Learn 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

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

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 Campaigns

For 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 Leap

One 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 & Informed

Freddie 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 Summit

Join 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.

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-In

Kaydee 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-Pilot

Kaydee 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 FM

With 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 Recommendations

Kaydee 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 Summit

Join Kaydee on February 11th and 12th at the summit, Future of Finance Marketing.

Upgrade for On-Demand access here and rewatch all the sessions.

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 Ideas

Creativity 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 Zeitgeist

To 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 Marketing

Mike 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 Clients

At 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 Summit

Upgrade 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.