Financial Product Adoption

Performance Marketing Pros helped a financial industry client develop a very targeted go to market and ongoing marketing plan to drive mobile product adoption across a diverse set of target business accounts.

The Challenge

This established financial industry client needed a plan to grow mobile product adoption across the U.S. at a diverse set of accounts that ranged from named,  key account, national retailers to main street mom and pop stores.

The Solution

Leveraging market data, we built a go-to market plan that segmented the target audience by tiers based on potential target revenue value. We then modified our sales and market approach by tier to match target value and size to appropriate conversion mechanism. For example, large, national targets were matched with one to one sales efforts and associated account-based marketing programs whereas smaller, local targets were matched with low cost mass marketing tactics.

For each tier, we not only built a recommended strategy, but also built supporting marketing assets. And, for larger sales-driven activities, we supplemented with modern account-based marketing tactics to build awareness amongst target accounts and pave the way for sales efforts.

Results

The program delivered on its goals and the approach continues to be replicated for other financial product adoption initiatives.