4 rules of engagement
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Corporate clients expect more from their banks today. See the 4 new rules of engagement to help retain and grow your client base with a great customer experience.
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4 rules of engagement
- 1. 4 MARKETING RULES TO ENGAGE CFOS Brought to you by
- 2. 1 ENGAGE CLIENTS HOW TO DELIVER CONTENT THAT WILL GET THEIR ATTENTION AND POSITION YOU AS A PREFERRED FINANCIAL SERVICES VENDOR.
- 3. WHAT CFOs NEED FROM MARKETING A CFO’s main job is to take away the “financial worry” from their CEO. They need to demonstrate the value of specific financial services and strategies in terms of bottom line profitablility. Marketing Effectively to the CFO CFO Research Services
- 4. 81% OF CFOs AND OTHER CORPORATE EXECUTIVES SURVEYED SAY THEY NEED INFORMATION THAT WILL... Proof of expertise and credibility in their own industry. Provide total cost of ownership for proposed financial solutions. Be clear about risks associated with each solution. Stick to the facts. CFO/Duke University Global Business Outlook Survey, 2004-2012
- 5. 2 FORMAT YOUR CONTENT FOR MOBILE USERS INCREASE CLIENT ENGAGEMENT WITH MOBILE OPTIMIZATION.
- 6. BANKS AND OTHER COMPANIES THAT MOBILE-OPTIMIZED CONTENT GENERATED: 80% 55% 50% 56% INCREASE IN YEAR-OVER-YEAR INCREASE IN WEB TRAFFIC. GREATER YEAR-OVER-YEAR NUMBER OF REPEAT VISITORS. ANNUAL INCREASE IN REVENUE/SALE INCREASED CONTRIBUTION TO ORGANIZATION'S TOTAL REVENUE. The Business Value of Adapting Content for Mobile Devices, Aberdeen Group, 2012
- 7. BREAKDOWN OF HOW READERS ACCESSED CORPORATE BANK NEWSLETTER
- 8. CBA newsletter / View with Images/ View Mobile Version Treasury Management EXAMPLE OF MOBILEOPTIMIZED NEWLETTER FORMAT •Liquidity management •Payroll services •More International •Cross-border lending •Foreign exchange •More Capital Markets •Trust services •Investment banking •More Newsletters •Treasury Solutions •Commercial Card Services •Trade Solutions Search
- 9. 3 ENGAGE INTERNAL SENIOR MANAGEMENT GETTING BUY-IN FROM BUDGETING DECISION-MAKERS
- 10. INVOLVE SALES IN YOUR MARKETING PLANNING TREAT SENIOR BANK FINANCIAL MANAGERS AND C-LEVEL SALES EXECUTIVES AS KEY STAKEHOLDERS IN YOUR MARKETING PLAN Involving sales in the planning process early on will substantially increase the likelihood of buy-in from upper management. 5 Steps to Align the Offices of the CMO and CFO, Marketing Experiments, 2012
- 11. 4 ESTABLISH MEASURABLE ROI FOR MARKETING PLANS 75% OF SENIOR MANAGEMENT WANT MARKETING FOCUSED ON ROI. (Defined as the correlation between marketing spend and measurable profit generated as a result.) 5 Steps to Align the Offices of the CMO and CFO, Marketing Experiments, 2012
- 12. HOW TO ESTABLISH MEASURABLE ROI CASE STUDY: How one bank measured the ROI of their corporate marketing communications ...
- 13. 2011 CALCULATION OF ROI ON MARKETING COMMUNICATIONS GROUP 1 received no corporate marketing communications GROUP 2 received quarterly newsletter, white papers, video GROUP 2 YIELDED A NET PROFIT OF 70 to 1. 7,846% ROI
- 14. 4 RULES OF ENGAGEMENT SUMMARY: ACHIEVE PREFERRED VENDOR STATUS WITH TODAY'S CLIENTS OPTIMIZE MARKETING CONTENT FOR MOBILE GET SALES AND UPPER MANAGEMENT BUY-IN EARLY IN THE MARKETING PLANNING PROCESS MEASURE AND QUANTIFY ROI OF MARKETING PROGRAMS
- 15. BANK MARKETERS TURN TO FPS FOR: EXPERT CUSTOM CONTENT DEVELOPMENT LAYOUT AND DESIGN SERVICES ONLINE AND OFFLINE CONTENT DELIVERY LEAD GENERATION TRACKING AND ANALYSIS STRATEGIC MEDIA PLANNING MARKETING CONSULTING
- 16. FPS PROVIDES A WIDE VARIETY OF CONTENT FORMATS AND DELIVERY CHANNELS, INCLUDING: NEWSLETTERS CASE STUDIES CONFERENCE PRESENTATIONS WHITE PAPERS AND SPECIAL REPORTS ONLINE DEMOS AND INTERACTIVE PRESENTATIONS SOCIAL MEDIA CLIENT NETWORKING EVENTS www.fpsc.com 847.501.4120 ext. 3
Hinweis der Redaktion
- The first rule of engagement for bank marketers is to get the attention of the new CFO and other corporate financial executives.
- A CFO’s main job is to take away the “financial worry” from their CEO. So how do you demonstrate the value of specific financial services and strategies in terms of quantifiable bottom-line profitability?
- In response to a survey of senior corporate executives, here are the four key areas they’ve expressed that would be most useful to them in selecting and doing business with financial partners, that can help them cost-justify their choice.First, they want proof of experience, expertise and credibility within their respective industry. They can obtain this information from industry case studies, relevant white papers and newsletters provided by their business bankSecond, they want information that enables them to establish the total cost of ownership for each proposed business solution. Third, they want their bank or other business partner to clearly outline all the risks as well as the benefits associated with each business solution.And finally, they want the information they receive to be the main facts. They tend to dismiss any sort of promotional lingo or heavy graphics.
- The second rule of engagement for commercial bank marketers is to format your content for mobile friendly delivery. With the number of business executives viewing e-mail on mobile devices rapidly increasing, they want content that is easily accessible and viewable via mobile devices.
- In the B2B world, there is quantifiable proof that mobile optimization has a substantial impact on bottom-line results.According to a 2012 B2B survey, those who make their online content mobile friendly, are reaping impressive rewards in profitability, including a 50% increase in departmental revenue and a total contribution to their firm’s bottom line by 56%.
- We can report some fresh statistics from a recent broadcast of one of our bank client newsletters. Our data tracking detected that some 12% of recipients viewed the e-newsletter on a mobile device. Meanwhile several surveys have indicated that mobile access to content will double by 2014. Accordingly providing a mobile friendly version of your newsletters, and other content, will no doubt increase readership today and even more so as mobile takes over PCs and the primary device for accessing content.
- When e-mailing your newsletter, white paper or other content, note how providing a mobile layout can make the user experience much more fluid.The mobile layout features a vertical layout that facilitates easy viewing on a smart-phone. Topics are easy to scan for selection as well. For e-newsletter topics alone, you have the option of providing the topic titles, followed by a brief teaser in which the reader has the option to read more.followed by only a small amount of copy and a link to click-through to a full-text version of each story. This format eliminates the need for mobile users to use cumbersome “pinch and zoom” navigation. Have you made plans to optimize content delivery in this way?FPS has developed the capability to create a mobile-friendly version of your e-mail delivered content as well as mobile-friendly content posted to your Web site. Our technology includes encoding to detect the exact type of mobile device being used—iphone, droid, blackberry, ipad, or tablet so viewers have a very positive experience viewing your content.
- The third rule of engagement for bank marketers is to get support for your communications programs from bank budgeting decision-makers.
- Collaborating with sales is critical to changing the perception of your marketing program from being a cost center to being a revenue-driver. We’ll be reporting on this strategy in more detail in an upcoming edition of our MarketScope e-newsletter. If you are not already a subscriber you can easily sign up for our monthly e-newsletter by going to the fpsc.com Web site.
- The fourth rule of engagement is to clearly establish the return on investment of your marketing plan. Marketing managers today need to think more like CFOs and consider the impact of their campaigns in terms of revenue and profits. Marketers will find it much easier to get their overall budget and individual initiatives approved if they can cite a campaign’s ROI in terms of expected gains in revenue and profits.
- Here’s a formula one client bankmarketer used to quantify the ROI of the bank’s client communications program.
- In this study, the companies in Group 2 generated net business revenues for the bank equal to $70 for every $1 the bank spent
- I’d take out the social media reference, since legal gets so involved in any single thing they do on social media.