This event is open to all client-side Forum members (FCA or PRA regulated).
We will be accepting arrivals from 08:30am, and the discussion will begin at 09:00am.
With 80% of searches now ending without a click and LLMs acting as the new gatekeepers, the distance between brand influence and commercial conversion has never been greater. Join us to explore the Goldilocks Equation: how to find the optimal balance of human centric earned media and machine optimised engineered content.
Today’s financial marketers must be both magicians and mathematicians - able to drive revenue by creating emotion at the top of the funnel, while engineering a brand’s presence to survive the ‘Answer Engine’ era. With AI weighting third-party reviews 70% higher than a brand’s own website, the middle of the funnel now lives in the Dark Funnel, in those private messages and LLM sessions that traditional tracking cannot reach.
In this session, we’ll explore how to bridge the gap from awareness to conversion in the complex and high trust financial services sector, covering:
• Intentful Earned: Using storytelling and advocates to create the brand equity that triggers search and builds mental availability.
• Engineering for LLMs: The technical discipline of ensuring AI models cite your brand as the definitive authority.
• Beating the Sameness: Strategies for ownable differentiation in a sea of AI-generated platform noise and algorithmic mediocrity..
• Measuring the Invisible: Moving beyond traditional reach to track the metrics that matter such as citation frequency and dwell time.
RSVP and join us to learn how to create the human connections and technical nudges required in financial services to drive conversion in an AI-first world.
Chaired by:
Fiona Couper, Chief Marketing Officer, VCCP Roar
In Partnership with:
