Credit Union Modernizes Marketing and Lead Management

Today’s consumers expect seamless experiences across every interaction with a brand – and that includes interactions with their financial institutions. Whether they’re depositing a check, shopping for mortgages or opening an account, they want their bank to make sure the transaction is friction free.

That’s why banks and credit unions across the country are implementing digital transformation initiatives to ensure a frictionless customer experience across every customer touch-point from the ATM to the branch to online banking to the customer call center.

But successful digital transformation has many steps and often requires third-party expertise. That’s what the client's marketing team discovered when they set out to implement Marketo in an effort to level up their marketing outreach. News travels fast in the banking industry, so when the VP of Member Experience and Marketing learned of the success another BDO Digital client was having with its own Marketo deployment, they called them to learn how they did it. BDO Digital, they were told, was their secret weapon.
 

The Challenge: Today’s Customers Demand Seamless Digital Experiences

As a company, the client was falling behind in the digital transformation race and its ability to meet the changing needs of customers in the communities it serves. One of the challenges was that the marketing team didn’t have the tools in place to generate and nurture business effectively.

"We’d been working to evolve digitally, but also knew we had a long way to go,” AVP of Marketing and Digital Experience, said. “Our existing technology and vendors were doing the job, but we knew that we could do better. We knew that we had to improve our marketing technology stack and bring in an expert that could help us maximize this new technology so that we could deliver the engaging, top-notch experience we wanted.”

Additionally, the marketing team’s approach had been reactive rather than proactive, and they had few KPIs or data to drive marketing activities. They wanted to be able to use proprietary data to fuel predictive propensity models and trigger relevant offers and communications based on customers’ behaviors. They also wanted to use Marketo forms to help market various banking solutions and create new revenue streams for the business via eCommerce. After the strong recommendation from the other BDO Digital client's marketing team, this client reached out to BDO Digital.