4 Ways to Hone Your Marketing Chops at DX17

Trevor Rasmussen January 10th, 2017

Marketing is mission-critical in the banking industry. It’s the part of the operation that draws new customers’ attention, helps new and current customers understand the value of your products and services, and keeps account-holders engaged with your financial institution.

Marketers are always looking for new, better, more efficient and effective ways to do their jobs, and Deluxe Exchange has gained a reputation as a resource to help them achieve those goals. DX17 promises to be another year of great information, insights and shared discussions and several marketing-oriented sessions will give attendees the opportunity to hone their marketing chops.

Take part in DX17’s marketing sessions to bolster your marketing skills and knowledge in these four key areas:

Learning from the competition

Many in the banking industry see the alternative lending market as nothing more than disruptive, dangerous competitors. But you can learn a lot by watching the competition. That’s the core thesis of the session “Lessons from Adversaries: Understanding What Banks can Learn from the Alternative Lending Market,” presented by Rich Walker, general manager of vertical markets for Datamyx.

The rise of alternative lenders has many in the banking industry worried about the long-term viability of their business model. Banks are becoming increasingly aware that business, as usual, isn’t going to give them the competitive edge they need. They must take action and they can learn a lot about what might work by looking at what alternative lenders are doing right.

Walker’s session will deliver an overview of the alternative lending industry, including the key players to watch. He’ll also focus on the factors that have contributed to the success of alternative lenders and what best practices bank marketers can borrow from the alternative lending world.

Lessons from Adversaries: Understanding What Banks can Learn from the Alternative Lending Market will be held at 11:30 a.m. on Tuesday, Feb. 7, 2017.

Leveraging customer experience to close sales

Frontline staff have dual priorities: present new customers with outstanding experiences and serve the financial institution by securing sales of products and services. In the panel discussion “Building Engaging Customer Experiences that Drive Product Adoption,” Deluxe’s own Todd Weiss will host an exchange of insights among industry thought leaders, including Drew McMonigle of NBH and Mintel’s Lily Harder.

Panelists will share examples of strategies financial institutions can use to drive product adoption by customers. They’ll discuss the challenge of raising account-holders’ awareness of relevant products and services available to them, how to accommodate privacy and compliance considerations surrounding customer adoption, how to measure the success of adoption marketing efforts and some best practices financial institutions can implement to drive better product adoption.

Building Engaging Customer Experiences that Drive Product Adoption will be held at 11:30 a.m. on Tuesday, Feb. 7, 2017.

How to turn loyal customers into brand advocates

Customer advocacy is the single most important factor in getting customers to remain loyal to a financial institution and do more business with the FI — that’s the conclusion Forrester Research has reached after testing dozens of corporate traits over more than a decade of research.

In “Driving Cross-Sell and Loyalty by Focusing on Advocacy,” Alyson Clarke of Forrester will talk about what creates advocacy — the perception by customers that their FI does what’s best for customers, not just what’s best for the FI. She’ll discuss what drives advocacy, how customer advocates drive cross-sell and loyalty, and how financial institutions can deepen their share of wallet by focusing on customer advocacy.

Driving Cross-Sell and Loyalty by Focusing on Advocacy will be held at 2:10 p.m. on Tuesday, Feb. 7, 2017.

The latest research and what it reveals

What is the latest research and what does it tell us about the banking industry, how it’s doing and where it’s going? Jim Marous, co-publisher of The Financial Brand, will bring attendees up to date on the latest research and offer insight into how the information can be put to use in business strategies.

An internationally recognized financial services industry strategist, Jim also owns and publishes the Digital Banking Report.

Jim will present Customer Experience Research Findings at 1:15 p.m. on Tuesday, Feb. 7, 2017.

There’s plenty more to do, see, discuss and learn at DX17. Register now to reserve your spot and use our referral code, BLG2867, to save 10% off our lowest listed price online. Registration is closing soon though so don’t delay!

This content is accurate at the time of publication and may not be updated.