Panning for data gold in small- and medium-size business transactions
Banks use data to attract and retain B2B customers by analyzing SMB interactions and creating client profiles.
Read the original article from ABA Marketing here.
Here is a brief summary of the article:
- Banks use data to acquire and retain customers, even in the B2B space.
- SMB interactions with banks reveal important information about the business and product offerings.
- Marketing teams start with what the bank already has and identify people who know how to query systems and platforms.
- Data can create profiles of SMB clients or discern commonly used products to introduce to other businesses.
- Marketing teams keep their blueprint current and examine customer touchpoints for barriers.
- First-party data can be augmented with third-party sources for additional information.
- LinkedIn, Firmagraphics, and intent data can provide insights into company status.
