The Financial Services Industry (FSI) has always required careful navigation by the highly skilled marketers who work in it. With FinServ customers only becoming more digitally savvy and expectant of personalized communications, experiences and offerings relevant to them, marketers here are having to make new decisions regarding the right path to take.
Not one to shirk away, we decided to put such challenges on stage first in our Signals 20 series, with the FSI industry panel hosted during Kick Off week. The broad topic set was "Why Financial Services Firms MUST Personalize Across All Customer Touchpoints" but it was always going to be much broader than that.
Our two guest panelists were from two of Cheetah’s closest partners. Individuals representing companies who have a distinguished reputation of working with big names in FSI, from ANZ Banking Group, Ameriprise Financial, Franklin Templeton Investments, and Capital One to name a few. In terms of who these fine fellows were, we had David Roe the CEO & Partner at Authentic. and Adam Crow the CEO & Co-Founder of Blended Digital get all animated and join Kayla and Julian in their 2D world.
Our industry leaders here discuss how they’ve helped FSI brands utilize omnichannel marketing across different stages of the life cycle; from winning, better serving, and retaining loyal customers. Furthermore, how they have developed strategies around personalization, looking to anticipate customer needs, improve customers’ daily lives and create deeper engagements.
For some real choice cuts and highlights continue scrolling through the below.
Thoughts of GOLD from David
> David drops his bombshell about FSI being the one unique industry that has no intellectual property!
>Where messaging and marketing within FSI gets really interesting: Behavioral Personalization and making things relevant.
- Full Podcast with David
Thoughts of GOLD from Adam
> Adam takes us through Blendeds approach to campaign effectiveness, their Who / What / How / When pillars.
- Full Podcast with Adam
BUT WAIT! That wasn’t just what the panel had to offer. To round out this session we were joined by Kyle Murphy — Customer Success Director at Cheetah Digital — and resident Financial Services Industry expert.
Thoughts from our own smooth talking Cheetah
> Drawing on his own experience with clients Kyle discusses why Personalization is key in FSI. Contextual data is important and being used now — today.
> Compliance is still the top priority for the FSI brands we work with. Don’t overlook this when scaling a large marketing program e.g., ADA standards. There is a constant need to stay nimble in an ever-evolving world.
- Full Podcast with Kyle
The full panel discussion is available here, and you can find the entire Signals 20 agenda below, including the upcoming Omnichannel Loyalty Week!
Julian is the Senior Director of Client & Vertical Content for Cheetah Digital. Prior to this Julian was the Head of Customer Success & Account Management for Experiences in AMER. Over the past 10 years, he has been focused on making strategies and software really work for brands and the digital marketers trying to implement them. Englishman in NYC, Demo DJ, and the line is a dot to him. ¯\_(ツ)_/¯