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August 21, 2023
Salesforce

How Salesforce Marketing Cloud for banks boosts their customer engagement

Discover how Salesforce Marketing Cloud for banks personalizes experiences and nurtures leads.

Banks today face numerous challenges in effectively engaging their customers. One of the primary issues is the lack of personalized experiences. Customers expect tailored interactions based on their unique needs and preferences, but many banks struggle to deliver this.

Just 54% of consumers feel their bank actively tries to understand their needs. This number falls even lower, with only 43% saying they have a dedicated contact at their bank or credit union for financial questions. This lack of personalized connection and trust suggests customer satisfaction might be built on shakier ground than most financial institutions realize.

Another significant challenge is building and maintaining trust. The financial crisis and numerous data breaches over the past decade have undermined customer confidence in banks. Edelman's Trust Barometer says that only 62% of customers trust their banks​​despite the slight growth. This mistrust can hinder customer engagement and loyalty, making banks need to adopt strategies that enhance transparency and security.

Additionally, the omnichannel experience that modern consumers demand is often missing in traditional banking. Customers expect seamless interactions across various channels, whether online, via mobile apps, or in person. Banks need to integrate these channels effectively to avoid reduced customer satisfaction and engagement.

At Noltic, we have a powerful solution to tackle these challenges. Salesforce Marketing Cloud for banks empowers you to craft personalized customer journeys, foster trust, and deliver frictionless omnichannel experiences for your clients.

  • Personalization

Salesforce data integration capabilities allow banks to gather and analyze customer data from various touchpoints to customize marketing campaigns to engage with individual customers. For example, in our successful case for one of the American banks, we've automated triggered emails for different stages of the customer lifecycle and customized messages for various platforms. As a result of email marketing automation, we achieved a 3x click-to-open rate and grew the number of clients from digital marketing to up to 50%.

  • Trust

Salesforce Marketing Cloud for financial services is compliant with GDPR and CCPA. By implementing these necessary data protection regulations, banks can grow customer trust. By maintaining high data security and privacy standards, banks can reassure their customers about the safety of their personal information.

  • Omnichannel Experience

With Salesforce Marketing Cloud, banks can deliver an integrated customer experience across all channels. Whether a customer interacts with the bank via a website, mobile app, or in person, Salesforce Marketing Cloud ensures that the messaging and service quality remains consistent, improving customer satisfaction in banking. For instance, within the solution Noltic provided for FIBR bank, we've automated multichannel marketing content creation and email distribution so that their team could focus more on customer service.

Why Use Salesforce Marketing Cloud in the Banking Industry 

  • Data Unification and Privacy Compliance

Banks handle sensitive customer data, and Marketing Cloud offers features to ensure compliance with regulations like Know Your Customer (KYC) and General Data Protection Regulation (GDPR). It helps create a single customer profile through data unification to facilitate financial services marketing while maintaining strong data security.

  • Pre-built Integrations

Marketing Cloud integrates with Salesforce Financial Services Cloud, a CRM specifically designed for banks. This pre-built connection facilitates data flow between marketing and customer relationship management, giving a more holistic view of the customer journey in banking.

  • Segmentation and Personalization

Marketing Cloud excels at customer segmentation in banking by targeting specific demographics or financial needs. This customization allows sending personalized messages about relevant products like new investment opportunities or loan options to the right customers, fostering stronger relationships.

  • Scalability and Automation

As banks grow, so do their marketing needs. To handle large volumes of customer data and automated campaigns, Marketing Cloud can scale rapidly and accommodate changes. This helps banks optimize marketing efforts and reach a wider audience efficiently.

  • Compliance Assistance

Marketing Cloud offers tools to help with compliance in the financial services industry. Features like email consent management and unsubscribe options ensure banks stay on the right side of regulations regarding customer communication.

Salesforce Marketing Cloud for Financial Services: Comparison with Other Solutions

Salesforce Marketing Cloud is an unmatched solution for banks, but it's not the only option. Here's a breakdown comparing it to other solutions:

Feature / Solution Salesforce Marketing Cloud Marketo Engage Adobe Campaign Movable Ink
Financial Services Focus Pre-built integration with Salesforce Financial Services Cloud for a unified customer view. KYC/AML compliance tools and features. Lacks deep integration with financial services CRMs. Standard compliance features. Not specifically designed for Financial Services. Has standard compliance features. No, but focuses on hyper-personalization, which is common in financial marketing.
Data Security and Compliance Strong features for KYC, GDPR, etc. Secure data storage and access controls. Consent management and unsubscribe options. Offers standard security features. Compliance measures may require additional configuration. Provides essential functionality like encryption and access control. May require extra customization for compliance features. May require additional compliance considerations depending on specific regulations.
Segmentation and Personalization Excellent audience segmentation based on demographics, financial behavior, and CRM data. Provides advanced dynamic content personalization features. Strong personalization features with lead scoring and nurturing capabilities. Good personalization features with customer journey mapping and content personalization. Specializes in one-to-one customer journeys and hyper-personalization using customer data and behavior.
Scalability Highly scalable for large banks with extensive customer bases. Can handle large volumes of data and automated campaigns. Scalable to support growing marketing needs. Easy to scale and adjust to growing marketing demands. May not be as scalable as enterprise solutions.
Cost Potentially higher cost, especially for smaller banks. Pricing is based on features and number of contacts. Competitive pricing with various tiers based on features and contact volume. Can be expensive, especially for enterprise plans with advanced features. May be cost-effective for specific needs with a focus on hyper-personalization. Pricing varies depending on features and customer base volume.
Marketing Automation Advanced marketing automation features with multi-channel journey building, drip campaigns, and lead nurturing. Strong marketing automation features with lead scoring, branching logic, and triggered campaigns. Solid marketing automation features with customer journey analysis and real-time personalization. Marketing automation features focused on personalized customer journeys and triggered messaging.
Vendor Experience Strong track record in the financial services industry. Understands financial regulations and compliance requirements. Limited experience in financial services. May require additional configuration for compliance. Growing experience in financial services marketing. Expertise in hyper-personalization strategies.

Salesforce Marketing Cloud Features for Banks 

Salesforce Marketing Cloud in the banking sector provides a thorough set of features that can be particularly beneficial for financial institutions. Here's a breakdown of some key features aligned with banking needs:

Salesforce Marketing Cloud features for banks and financial institutio

  • Unified Customer View

Customer 360 Integration is a single platform that gathers customer data, such as website visits, app interactions, and financial transactions, into a single, unified view. This consolidation empowers banks to understand their customers on a whole new level.

  • Targeted Customer Segments

Banks can leverage customer data to create targeted customer segments to track financial behavior and product preferences. This data allows financial institutions to tailor marketing offerings precisely to each segment's needs.

  • Compliance Management

Ensure that marketing efforts meet the highest standards, including GDPR and CCPA regulations, which are crucial for institutions operating in the EU and USA markets.

  • Personalization

Individualization is becoming a priority for 86% of financial institutions. Dynamic Content allows setting up email marketing for banks, website content, and mobile app experiences that resonate with each customer's unique needs and interests. 

  • Salesforce Customer Engagement

Journey Builder automates marketing actions based on customer behavior. Trigger personalized welcome emails, loan approval notifications, or timely product recommendations, keeping your customers engaged throughout their journey.

  • Omnichannel Marketing

This feature helps to establish consistent messaging across all channels, including email, website, and mobile app, to create smooth and frictionless personalized banking experiences.

  • Einstein Analytics

Powered by Salesforce's AI, this tool brings a deeper perspective into customer data. These Insights allow banks to predict behavior, measure campaign success, and adjust marketing strategies to get the best outcome.

  • Data-Driven Optimization

Testing different marketing approaches allows you to compare results and identify the most effective ones. This approach ensures continuous improvement and maximizes your return on investment (ROI).

How Salesforce Marketing Cloud Drives User Engagement for Your Bank

Salesforce Marketing Cloud benefits for banks and financial institutions

Salesforce Marketing Cloud can drive user engagement in your bank by creating personalized and relevant experiences across different channels. Here's how:

  • Understanding Your Customers

Marketing Cloud helps you build a 360-degree view of your customers by integrating data from various sources, such as your CRM, online banking platform, and website interactions. This feature helps to understand clients' financial needs, preferences, and behaviors.

  • Segmentation and Targeting

Based on customer data, you can create customized audience segments and distinct groups with similar characteristics. Banks can launch targeted marketing campaigns with relevant financial products, services, and educational content that resonates with each segment. Imagine sending personalized investment advice to high-net-worth individuals or promoting student loan management options to young adults just starting their careers.

  • Personalized Customer Journeys 

Automatically adjust marketing emails, landing pages, and even mobile app notifications based on individual customer data. For example, an email promoting a new savings account can dynamically display the customer's current account balance and potential interest earned.

  • Multichannel Engagement

Salesforce Marketing Cloud allows you to design personalized customer journeys across various channels. This could include sending a welcome email series to new account holders, followed by targeted SMS messages about specific promotions, and providing educational content about investing or financial planning delivered through your mobile app.

  • Automated Triggered Campaigns

Set up messages to respond to specific customer actions or events. For example, an email with loan options could be triggered when a customer deposits a large sum of money, indicating potential interest in growing their savings. Similarly, an educational email about managing credit card debt could be sent automatically after a customer exceeds their credit limit.

  • Interactive Content and Gamification

With Marketing Cloud, banks can engage users and gather valuable customer insights by publishing quizzes, polls, and surveys. You can even incorporate gamification elements to encourage participation and make financial information more engaging.

  • Real-Time Engagement

Marketing Cloud offers real-time engagement tools like chatbots and SMS marketing. These can be used to provide immediate support to customers with questions or concerns, fostering a more interactive and personalized banking experience.

Things to Consider When Implementing Salesforce Marketing Cloud for Financial Institutions

1. Marketing Goals and Objectives:

  • Define clear goals: What do you want to achieve with Salesforce Marketing Cloud? Do you want to increase customer acquisition, boost engagement, or promote new financial products? These specific targets help you define the marketing strategy and measure the success of your Salesforce Marketing Cloud implementation.
  • Align with overall marketing strategy: Ensure Salesforce Marketing Cloud integrates seamlessly with your bank's broader marketing initiatives.
  • Compliance considerations: Financial marketing is subject to specific regulations. When defining your marketing goals and objectives within Salesforce Marketing Cloud, factor in compliance requirements.

2. Data Infrastructure Compliance and Security:

  • Data security: Financial institutions handle sensitive customer data. Salesforce Marketing Cloud offers solid security features, but you must ensure they align with your existing data security protocols.
  • Data governance and compliance: Establish clear data governance policies to ensure customer data is collected, stored, and used according to regulations. Salesforce Marketing Cloud can help manage customer consent and unsubscribe options to comply with data privacy laws.
  • Data quality: Successful marketing campaigns rely on accurate and up-to-date customer data. To maintain data quality, ensure your data infrastructure can integrate seamlessly with Salesforce Marketing Cloud.

3. Integration with Existing Systems:

  • CRM compatibility: A core benefit of Salesforce Marketing Cloud for banks is its pre-built integration with Salesforce Financial Services Cloud. It simplifies marketing and customer relationship management data flow for a unified customer view. However, if you use a different CRM system, ensure compatibility with Salesforce Marketing Cloud or factor in the need for additional integrations.
  • Marketing technology stack: Consider how Salesforce Marketing Cloud will integrate with your existing marketing technology stack, such as analytics platforms or email service providers.
  • Technical resources: Implementing and maintaining Salesforce Marketing Cloud requires technical expertise. Evaluate your in-house resources or partner with a Salesforce Marketing Cloud implementation specialist.

4. Security

  • Data encryption: Salesforce Marketing Cloud offers data encryption to safeguard sensitive customer information.
  • Access controls: Implement precise access controls and assign roles and permissions to your employees to restrict access to customer data.
  • Regular security audits will help you detect and resolve any vulnerabilities within your Salesforce Marketing Cloud implementation.

5. Scalability

  • Future-proof your marketing platform: As your bank grows, so will your marketing needs. Salesforce Marketing Cloud can accommodate increasing customer data and complex marketing campaigns.
  • Performance considerations: Ensure your infrastructure can support Salesforce Marketing Cloud's demands, especially if you anticipate a high volume of marketing activities.

Success Story: Salesforce Marketing Cloud Implementation for an American Banking Institution

Our client is a leading American Bank that specializes in providing law firms with financial services such as merchant services, commercial real estate, and business banking.

They faced several challenges in modernizing customer experiences. First, the bank needed a system to manage targeted marketing based on complex customer data, and their existing approach required automation. Hence, large amounts of customer data needed a unified platform to avoid constant migration. The final goal was to improve customer experience with advanced analytics and communication tools to drive engagement.

Why did they choose Salesforce Marketing Cloud?

  • Personalization Capabilities

Salesforce Marketing Cloud can customize messages based on multiple customer attributes aligned with the bank's marketing approach.

  • Data Integration with Salesforce CRM

The existing Salesforce CRM and Marketing Cloud integration ensured seamless data flow and a unified customer view.

What Noltic Did:

  • Focusing on user experience, we improved the Content Builder interface with drag-and-drop features and reusable components.
  • Set up website integrations to gather data for personalization and investigate user behavior.
  • Developed responsive landing pages with HTML, CSS, and mobile optimization for lead generation.
  • Captured events from the bank's website and integrated data into Salesforce.
  • Implemented Content Builder with features like AMP script development, server-side JavaScript, and reusable templates.
  • Created an email-sending system with features like HTML, CSS, unsubscribe options, targeted sending, triggered emails, and Dynamic Content.

Within two years of implementing Salesforce and Marketing Cloud, the bank saw a massive surge in new law firm clients – over 50% were acquired through digital marketing efforts. Additionally, the bank gained:

  • 3x Increase in Click-Open Rate and Click-Through Rate for automated email campaigns, exceeding industry averages.
  • Facilitated Content Management: Intuitive knowledge base for easy content creation and management.
  • Detailed Customer Insights: Ability to collect in-depth customer data to create personalized messages and content.
  • Advanced Service Marketing: Improved capabilities for reaching existing and potential customers.

How Noltic Can Help Your Banking Institution to Implement Salesforce Marketing Cloud

Noltic isn't just a Salesforce Partner. We're a Salesforce Consulting Summit Partner—the highest partnership tier available. This means we're officially certified by Salesforce to provide expert consulting and implementation services. This distinction signifies our expertise and proven commitment to delivering your bank's best possible Salesforce Marketing Cloud solutions.

Noltic follows a structured implementation process designed to facilitate data-driven marketing for banks:

  1. Discovery

We learn your business and customer needs to propose the best Salesforce Marketing Cloud solution.

  1. Setup & Integration

We install the necessary packages, integrate Salesforce Marketing Cloud with your existing systems, and ensure smooth data flow.

  1. Content Structure

Our developers and your team collaborate to create a content library, such as web pages or emails tailored to your audience.

  1. Customization

We personalize your Salesforce Marketing Cloud setup using AI, automation, and advanced features for maximum ROI. We build omnichannel journeys, ad campaigns, and more.

  1. Ongoing Management

We collect data, analyze results, and create detailed reports to adjust and optimize marketing campaigns.

Conclusion

The traditional banking model of one-size-fits-all marketing is fading. Customers demand personalized experiences, and banks that fail to adapt will struggle to retain them. Salesforce Marketing Cloud offers a powerful solution, empowering banks to build a unified view of their customers, craft targeted communications, and deliver seamless omnichannel experiences.

The success story of the American banking institution we partnered with is a testament to this. By leveraging Salesforce Marketing Cloud, they achieved a 50% growth in new clients acquired through digital marketing efforts and a 3x increase in email campaign engagement. They also gained valuable customer insights to personalize their offerings further.

The path to a future-proof banking experience starts with personalized customer engagement. By partnering with Noltic, you can unlock Salesforce Marketing Cloud's full potential. Together, we can help your bank build stronger customer relationships, drive loyalty, and achieve sustainable growth in the competitive financial services landscape.

FAQ

  1. How to improve customer satisfaction in the banking industry?

Building trust and fostering personalized connections are essential. Salesforce Marketing Cloud empowers banks to understand customer needs, segment audiences, and deliver relevant communication across channels. This customized approach aims to increase customer lifetime value in banking.

  1. How can Salesforce Marketing Cloud help banks personalize customer experiences?

Marketing Cloud provides a unified customer view, allowing banks to tailor emails, website content, and mobile app experiences to each customer's unique needs and preferences.

  1. Is Salesforce Marketing Cloud secure for handling sensitive customer financial data?

Security is a top priority in banking. Marketing Cloud offers solid security features and complies with industry regulations like GDPR and CCPA, so banks can be confident that their customer data is protected.

  1. Should banks consider partnering with a Salesforce Marketing Cloud implementation services provider?

Partnering with a Salesforce Marketing Cloud implementation expert can be highly beneficial. These specialists can guide banks through the setup process, ensure best practices are followed, and maximize the platform's potential for improved customer engagement.

  1. What resources are needed for a successful Salesforce Marketing Cloud implementation?

Successful implementation requires dedicated internal resources, including marketing and IT teams. Partnering with a Salesforce Marketing Cloud expert can also be valuable in providing technical expertise and ongoing support.

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