Bank CMOs and Personalization

How to Play the Long Game Amid Macro Uncertainty

Executive Summary

A looming recession could accelerate personalization priorities for banking CMOs. If a slowdown puts budgets on shaky footing, marketers will need to marry cost efficiency with long-term strategy. Personalized acquisition and engagement—already crucial advantages—could become business-critical strategies.

Key Question: What personalization strategies should marketers at financial institutions (FIs) pursue, as economic uncertainty clouds the future?

KEY STAT: Over 40% of financial services executives in North America identified greater customer lifetime value as one of the top benefits of delivering highly effective personalized customer experiences, per a November 2021 Forrester survey, conducted on behalf of Blend. This indicates the importance of personalization to the bottom line.

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    Table of Contents

    1. Executive Summary
    2. Leading Personalized Sales for the Long Run
    3. Personalized Offers Are a Tall Order
    4. Practical Challenges to the Personalized Journey
    1. How the Bank CMO’s Role Is Changing
    2. Becoming a Leading Voice in Digital Transformation
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Gaurav Bhatia
    PenFed Credit Union
    Chief Marketing and Digital Experience Officer
    Interviewed June 10, 2022
    Teron Douglas
    Bank of America
    Managing Director and Chief Digital Executive, Preferred Banking and Consumer Investments
    Interviewed June 9, 2022
    Siddharth Gopinath
    Reach3 Insights
    Senior Vice President, Financial Services
    Interviewed June 8, 2022
    Holly Hynes
    Wells Fargo
    CMO, Consumer and Small Business Bank
    Interviewed June 13, 2022
    Devon Johnson
    Fremont Bank
    Interviewed June 9, 2022
    Laurie McLachlan
    Digital Onboarding
    Interviewed June 7, 2022
    Jon Nordhausen
    Vice President, Product Strategy
    Interviewed June 24, 2022
    Jen Packard
    Digital Onboarding
    Chief Product Officer
    Interviewed June 7, 2022
    Steven Ramirez
    Beyond the Arc
    Interviewed May 24, 2022
    Brandon Richardson
    Senior Director, Strategy
    Interviewed June 8, 2022
    Rolf Schwieger
    Director, Product Marketing, Credit Union Solutions
    Interviewed June 24, 2022
    Jim Stapleton
    Senior Vice President, Client Partner
    Interviewed June 8, 2022
    Vivian Yeung
    Fremont Bank
    Executive Vice President and Chief Digital and Technology Officer
    Interviewed June 8, 2022
    Ryan Zilker
    Sound Credit Union
    Senior Vice President and Chief Strategy and Marketing Officer
    Interviewed June 28, 2022

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    Tyler Brown


    Caitlin Cahalan
    Researcher, Financial Services
    Dave Frankland
    Principal Analyst, Marketing
    Tiffani Montez
    Principal Analyst, Banking
    Christina Obolenskaya
    Associate Analyst, Executive Interviews

    "Behind the Numbers" Podcast