At Learners.ai, we’re here to help financial services companies better harness their enterprise data. We work with RevOps, marketing, sales, and customer service teams to collect the information and insights they need to beat their competitors and better serve their customers.
In this case study, we’ll illustrate how we helped one of our financial services clients implement a data-driven inbound marketing strategy, helping them win more customers, retain existing customers, and achieve greater profitability.
Case study: How a regional bank adopted a data-driven marketing strategy
The client in this case study is a regional bank with more than a dozen locations and a history stretching back several decades. Unfortunately, the client was predicting a dramatic slowdown in future growth prospects for the business with the onset of COVID-19, and ideas such as building new branches seemed to be a risky and expensive investment.
Instead, the client wanted to make better use of their data to enable smarter, targeted sales and marketing tactics and campaigns. Searching for a qualified, knowledgeable partner, the client reached out to Learners.ai for help.
Improving data collection with HubSpot
The client was already collecting some data on customer demographics, preferences, and behavior, but this data was often scattered, piecemeal, and not available to the entire organization. One of the first actions we took was to help onboard the client to the HubSpot CRM (customer relationship management) platform.
In particular, we helped the client migrate their existing data into HubSpot, properly configure the software for the client’s needs, and build workflow automations to reduce the need for manual data collection. Thanks to the HubSpot CRM, the client now has a unified, centralized location for storing and analyzing all their customer data.
Moving to the HubSpot CRM also enabled the client to review their historical data easily. We helped perform historical data analyses of past trends, so that the client could determine how and when to run marketing campaigns to acquire new customers.
Adopting digital marketing analytics
The client was already using email campaigns to attract and retain customers, but had little insight into which campaigns were most effective (or most effective to reach a certain demographic). We helped implement a multi-channel digital marketing analytics solution, so that the client could better understand the impact of their campaigns across their website, email marketing, and social media.
For example, we helped the client better analyze their email campaigns by looking at the most important metrics: open rate, click-through rate, unsubscribe rate, and responses. Through techniques such as A/B testing, we helped the client adjust and tweak the format and content of their emails to convert more prospects and improve the customer experience.
Using marketing intelligence and personalization
Marketing intelligence and personalization are tremendously valuable techniques for financial services companies to refine their campaigns and better understand their customers. According to a study by McKinsey & Company, using “data-activated marketing” can help increase a company’s total sales by 15% to 20%. Meanwhile, 91% of consumers say that they would be more likely to buy from brands with personalized offers and recommendations.
With data from the newly installed CRM, we helped the client break down their customers and prospects into multiple segments and target audiences. The client has also started to collect more intelligence on its lineup of products and services, so that it can better differentiate itself from its competitors and stand out in a crowded business landscape.
Conclusion
Want to learn more about the data-driven sales techniques used in this case study? Check out the following articles for more information:
- • Digital Marketing Analytics for Financial Services
- • Marketing Intelligence and Personalization in Financial Services
Like the client in this case study, do you need assistance optimizing your sales and marketing strategy with data-driven insights? Learners.ai is ready to help. To learn more about sales and marketing strategies for financial services, check out the latest articles on our blog. You can also get in touch with our team today for a consultation about your business needs and objectives.
