Webinar

Building trust through personalised customer experiences.

Hear how BNY Mellon have transformed their marketing campaign execution and the impact that Adobe Marketo is making within the Financial Services sector. 


With FSI organisations seeing greater digital interactions with their customers across a variety of platforms, it’s more important than ever for the marketing communications to deliver seamless and secure personalised digital customer journeys. 

We’ve all heard the phrase ‘content is key’. It’s been around for a while. But when it comes to marketing campaign execution in financial services, it’s not just content that is key to get right. 

Gathering insights by persona, their specific pain points, and creating personalised timely interactions across multiple channels with messaging that resonates is important. As is knowing and understanding the latest stage of each customer relationship and providing one single source of truth between sales and marketing - facilitating a unified campaign experience both internally as well as externally. 

With many manual processes, inefficient systems and a lack of in-house resource - only 12% of CMO’s have confidence in the consistency of their campaign execution, and just 4% have confidence in the efficiency of their execution.

This webinar discusses these industry challenges, explores the benefits and importance of identifying customer behaviour and intent, and showcases the best tools and processes by which to do so. You’ll gain insights and understanding on how to make your marketing campaigns work smarter and more effectively for you and your customers.

You’ll also hear first-hand from BNY Mellon on their transformation journey and how they have achieved success and maximised ROI in their campaigns. 

 

What is covered in this webinar?:

  • How the financial services landscape has changed from a CMO perspective 

  • How Marketo can support Financial Services

  • Hear from Andy Mullings – Head of Demand Operations at BNY Mellon about their campaign transformation journey and the role that Adobe Marketo has played within it. 

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Speakers

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Kieran Smith

Industry Strategist – EMEA Financial Services, Adobe

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Ania Zahi

EMEA Product Marketing Manager, Adobe

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Andy Mullins

Head of Demand Operations BNY Mellon Investment Management EMEA