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How Marketing Automation Helps Build Customer Relationships in the Financial Services Industry

Did you ever play with legos as a kid? Most of us probably tried stacking the blocks as high as we could until we ran out. You’d then probably discovered that if you built the base of the tower solidly, it would stand by itself, and if you didn’t, you’d be cleaning up a lot of legos. In B2B marketing, building strong relationships with buyers is a bit like stacking those lego blocks. To build your tower up as high as you can, you need a solid foundation. Every B2B marketer needs to build those relationships, but in some industries, the whole business runs on them.

In the financial services industry, we’re all consumers, both in our business and personal lives. Running a business in an industry where everyone is both a client and a prospect, starts by being the definition of customer-focused, and building a foundation that will keep those relationships strong.

How to Build a Better Relationship with Customers

As B2B Marketers we know that customer relationships are founded on trust. If you want your prospects to choose you over your competitors, they’ve got to believe in the value of your product or services over any other. When it comes to FinServ, this is even more important. Every business needs a financial services product in order to run, and with so many options and configurations, ensuring that you’re able to grab attention, and build that trust is critical.

Technology Can Help

More and more FinServ businesses are turning to technology to help navigate the complexities of building customer relationships in the digital age. Marketing automation is one of the technologies that can help businesses in the financial services industry better cultivate relationships with clients and prospects. It relieves the pressure of managing multiple channels and and makes it easier to bring sales and marketing teams into alignment to deliver an outstanding customer experience.

It’s All About Efficiency

Look at all the ways that you communicate with your customers. Landing pages, emails, content, blogs and websites are just a few of the most common, and that’s already 5 different channels. Automating the process of tracking prospect activity across all these channels makes the process of identifying and qualifying leads, nurturing them until they become sales ready, and ensuring that your sales team is able to follow up quickly and efficiently to close the deal is going to save you a lot of time, but it’s also going to help you make sure that you aren’t missing out on any opportunities that might otherwise have fallen through the cracks, and with the time you save, you can concentrate on providing the kind of custom, personalized experience that will help you build your clients and prospects trust.

For more ways that marketing automation can help you build trust with your clients and prospects, join Dave Rubinstein, VP of Salesforce Pardot for his webinar presentation: Financial Services & Marketing Automation: A Scalable Approach to Relationship Building.

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