Brand Awareness vs. Conversion: How to Effectively Allocate Your Digital Marketing Budget

Thursday, February 09, 2023 1:30 PM - 2:30 PM   iCalendar Central Standard Time

In acquiring new customers, everyone goes through a journey from awareness to conversion, with multiple touchpoints in between. When building your bank’s marketing funnel, it’s often difficult to know where to spend your budget. In this session, attendees will learn how to implement a full-funnel marketing strategy with powerful tactics and tips on making the most of marketing budgets that build awareness and drive conversions.
•    Winning customers online: Choosing the right digital channels for bank 
•    Key factors for success when partnering with publishers/influencers
•    Where influencers sit in the marketing funnel
•    How to decrease application abandonments with retargeting ads
•    Real campaign examples

Liz McIntyre is the Director of Social Media & PR and Vice President of Marketing at Renasant Bank. Liz has more than a decade of social media and digital experience in both hospitality and finance marketing. She has been featured on several podcasts, including Banking on Digital Growth with James Robert Lay and The Girl Banker Podcast with Natalie Bartholomew. Liz is also the founder of Rise with Renasant, a women’s leadership initiative, which recently hosted their inaugural Women’s Summit for women employees. The program also promotes women business owners and supports women-focused non-profit organizations.

Neha Anada, Head of Industry, Personal Finance -
As Head of Industry at Ad Practitioners, Neha Anada oversees business development and strategic growth for the Personal Finance portfolio on,, and their owned and operated network of sites.  Neha brings over 15 years of Digital Marketing expertise in content strategy, project management, SEM, SEO, and Social Media.  Prior to joining Ad Practitioners, Neha worked at 360i, Saatchi & Saatchi, and consulted with boutique ad agencies and startups to develop their digital marketing services. Neha is passionate about diversity, equity, and inclusion, particularly around financial literacy and accessibility for women and minorities, and she is proud of the fresh voice that brings to these important topics. A former New Yorker, Neha has settled in sunny Puerto Rico with her husband and two kids and loves exploring the island's natural beauty. 

Jeff Rose, Director of Enterprise Partnerships - Feathr
Jeff Rose is the Director of Enterprise Partnerships at Feathr. He joined Feathr in August 2018 after spending 10 years in the Point of Care Advertising Industry, where he managed partnerships with regional and national health systems. He’s excited to be helping community banks leverage modern digital marketing tactics to grow and engage their customer base! Jeff loves travel, reading, the outdoors, all things frisbee-related, and is thrilled to now be working in the vibrant and exciting community of Community Banks.

Alana Levine, Chief Revenue Officer - Fintel Connect
Alana Levine is CRO and founding member of Fintel Connect, an award-winning marketing analytics company dedicated to driving scalable, cost-effective growth in financial services. She has experience across multiple niche verticals servicing 50+ markets worldwide, with a passion for partnerships, marketing, and business development. Alana previously held leadership roles in both SaaS technology and fintech businesses and holds bachelor’s degrees in economics and psychology as well as a postgraduate degree in finance from McGill University.

Fee Per Person
IBA Members $49
Nonmembers $99
Includes OnDemand access for 60 days