A six-point check for Regional Bank and Credit Union Marketing and RevOps Teams
In today's rapidly evolving digital landscape, regional, community banks and credit unions, in particular, face unique challenges in executing a marketing strategy in the age of AI and rapidly evolving Gen Y/Z consumer macrotrends. The competition is fierce, with fintech startups and national banks vying for the same audience. However, with the right capabilities, team structure, and processes in place, these institutions can not only compete but thrive.
Together, CoResolute and Pragmatic have been tackling these very issues with marketing, digital transformation, and revenue operations teams at these institutions, building essential capabilities required to execute a cutting-edge marketing strategy for tomorrow. Here is our “six-point health check” for anyone in the driver’s seat of marketing, revenue operations, and customer operations:
1. Go To Market Strategy
A robust go-to-market (GTM) strategy is the foundation of any successful marketing initiative. For community-focused institutions:
Local Alignment: Ensure your GTM is aligned with the specific needs and preferences of the local community and/or affinity audiences.
Feedback Loop: Regularly engage with the community to refine and adapt your GTM initiatives.
Integrated Approach: Seamlessly blends offline and online marketing efforts with orchestrated local events, influencer engagement, and digital channels.
2. Customer Acquisition Strategy
Acquiring new customers/members is the lifeblood of growth:
Targeted Marketing: Use data-driven insights and customer/member journey mapping to target high-value customer segments effectively.
Digital Integration: Seamlessly integrate digital and mobile channels into your acquisition strategy.
Local Partnerships: Collaborate with local businesses, community leaders, and like-minded communities to tap into existing networks, in-person and virtual.
3. Revenue Operations Technology Stack
The right technology strategy can supercharge and automate your marketing efforts:
Integration: Ensure your marketing tech stack integrates seamlessly with core banking systems, CRM, and data infrastructure to maximize what you know about the customer.
Real-time Tracking: Implement tools that support real-time revenue tracking, funnel economics, and forecasting.
Scalability: Choose a tech stack that can scale with your growth, facilitating cross-selling and upselling opportunities while minimizing complexity (i.e., “Less is More!”).
4. Unit Economics
Understanding the cost and value of acquiring, serving, and retaining customers is crucial:
CAC & LTV: Regularly track and analyze Customer Acquisition Cost (CAC) and Lifetime Value (LTV) for each marketing channel. Do the same for the cost of service by customer segment.
ROI Evaluation: Continuously evaluate the ROI and ROAS of different marketing initiatives, adjusting strategies based on performance data.
5. Sales & Marketing Operations
Sales and marketing alignment, including online and in-branch, can significantly boost your conversion rates:
Streamlined Processes: Ensure a smooth handoff between marketing leads and sales follow-ups.
Training: Regularly train teams on the latest tools, technologies, and market trends.
Feedback Integration: Establish a 360-degree customer feedback into sales and marketing strategies.
Customer Lifecycle Management
Nurturing existing customers is proven to be more profitable than acquiring new ones:
Segmentation: Address the unique needs of customers at different lifecycle stages.
Re-engagement: Develop strategies to re-engage dormant or inactive customers, as well as dormant or inactive products within a customer’s portfolio (e.g., debit/credit card activation and usage, dormant personal line of credit).
Loyalty Programs: Leverage loyalty programs and rewards to retain and delight long-term customers.
6. AI & Automation
Embrace the future by integrating AI and automation into your marketing and service strategies:
Personalization: Use AI-driven insights to deliver personalized marketing content, handle service requests, and make proactive recommendations for cross-selling.
Chatbots: Implement AI-driven chatbots to enhance customer interactions and provide instant support.
Predictive Analytics: Utilize AI to predict and address potential customer churn, optimizing marketing efforts.
For a deeper-dive on where you stand today and readiness for what’s ahead, download this 70-point assessment
Executing tomorrow’s marketing strategy requires a blend of traditional local approaches and cutting-edge digital capabilities at regional banks, community banks, and credit unions. It’s a difficult challenge but also presents a unique opportunity. By focusing on the above-mentioned areas and continuously adapting to the changing landscape, these institutions can effectively compete in today's digital age, fostering growth and strengthening community ties.
Remember, the key is not just to adopt the latest trends or widgets but to integrate them meaningfully into your customer lifecycle, ensuring that your marketing strategy remains customer-centric and community-focused at its core.
CoResolute is a registered Salesforce Consulting Partner. We help organizations maximize the value of CRM Investments. A team of specialists with over 50 completed projects, we pride ourselves in simplifying and solving the organization’s most complex CRM and technology challenges.
We are a digital and direct marketing agency. We're committed to solving our clients' marketing problems by finding the shortest path from problem to solution. From strategy through execution, we deliver real-world solutions designed to deliver real results. All while acting with a great sense of urgency.