Baker Hill Nextgen® Omni-Channel Marketing
Because of the high level of success with Baker Hill NextGen® Analytics and Baker Hill’s Matrix Marketing Program, CNB decided to expand its partnership and added Baker Hill NextGen® Omni-Channel Marketing in 2017 to better support its marketing initiatives across all channels.
With Baker Hill NextGen® Omni-Channel, CNB has added power, flexibility and accountability to its ongoing communications with an automated, closed-loop approach to lead generation.
Baker Hill’s modeling technologies help CNB target prospects and retain the most profitable account holders. Now, CNB not only markets through direct mail, but it can follow up through email and other digital channels, increasing the impact and result of its marketing of deposit products.
“With both digital and direct marketing capabilities, we can make smart business decisions and maintain a competitive advantage by building methodical, datamining-based marketing efforts,” said Sills.
In 2018, CNB’s cross-sell campaigns produced a total of 177 response accounts with balances of $9.5 million. Additionally, campaigns yielded 314,868 digital ad impressions, producing 625 clicks (or the number of potential customers who viewed the ad).
The combination of Baker Hill’s expertise and data-driven strategies has allowed CNB to realize growth across the organization while strengthening its commitment to the community. By focusing on underperforming areas and targeting marketing efforts to its most profitable customers, the bank has seen steady, and in some cases, dramatic growth.
“Whatever we focus on, we get results, and that’s been very true with this effort, including our cross-sell ratios,” concluded Sills. “It’s monumental to move the needle of the system-wide bank on that volume of accounts and relationships.