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Water Cooler Talk

Panning for data gold in small- and medium-size business transactions

Read the original article from ABA Marketing here.

Here is a brief summary of the article:

  • Banks use data to acquire and retain customers, even in the B2B space.
  • SMB interactions with banks reveal important information about the business and product offerings.
  • Marketing teams start with what the bank already has and identify people who know how to query systems and platforms.
  • Data can create profiles of SMB clients or discern commonly used products to introduce to other businesses.
  • Marketing teams keep their blueprint current and examine customer touchpoints for barriers.
  • First-party data can be augmented with third-party sources for additional information.
  • LinkedIn, Firmagraphics, and intent data can provide insights into company status.