Investment in digital marketing programs to acquire attractive consumer and small business households (and their loan and deposit business) is a strategic priority for many community banks. Digital selling has gained significant traction, and digital is the now the preferred channel for most consumers and small businesses. Finance has an important role to play in both the formulation of marketing offers and sales strategies and monitoring of program performance. This session will explain the role we see evolving for Finance in these digital selling efforts, discuss financial KPIs that are critical to success including lifetime customer value and cost of customer acquisition, and provide case studies demonstrating the role of the Finance team in digital sales and marketing program success.

Presented by Claude Hanley at the Massachusetts Bankers Association’s CFO Forum. View Claude’s presentation here.