A leading financial institution wanted to deepen its relationships with existing high net worth customers. Response Media was tasked with developing a new CRM program and email strategy to promote the bank’s private wealth services and convert quality leads into active sales prospects.
Response Media developed and implemented a unique content marketing strategy using marketing automation to deploy a series of triggered nurture emails. Prospects received these emails based on specific behavioral triggers and were directed to relevant, engaging financial content, including articles and white papers. They could also click within the emails to contact the unique advisor assigned to their account. The program was fully integrated with Salesforce and the IBM Marketing Cloud, allowing for intelligent data analytics and lead qualification/scoring based on behavioral activity.
Result
- 65%+
EMAIL OPEN RATES - 10%+ CONVERSION RATE
to Qualified Leads - 35% CONVERSION RATE
on Content Request Pages