Our Guest: Francesco Lagutaine, Chief Marketing and Communications Officer

Company: M&T Bank

Website: www3.mtb.com

Tags: CMO, marketing leadership, corporate culture, customer experience, marketing operations, financial services marketing, Bank Marketing Today by Vya, podcast

We know from our work with distributed organizations in industries like banking and financial services, franchising and insurance, that corporate marketers often look for ways to make marketing easier for their frontline operations. Automated marketing campaigns and services – like managed social media, set-it-and-forget-it direct mail campaigns, and lead transfer programs – are great examples. These services make it easier for frontlines to execute locally customized, recurring marketing campaigns. But managing and administering these services can be a drain on corporate marketing resources.

Tags: digital marketing, marketing campaign, direct mail marketing, MRM, Continuity Campaigns, social media, marketing technology, Insurance Marketing, marketing resource management, local marketing, marketing operations, local marketing automation, financial services marketing, franchise marketing

When it comes to driving business growth in distributed organizations, the importance of local marketing campaigns cannot be overstated. How quickly you get campaigns to market across your footprint, your system or your regions is critically important for staying ahead of the competition or for responding to changing market conditions.

Tags: marketing campaign, MRM, marketing technology, Insurance Marketing, marketing resource management, local marketing, marketing operations, local marketing automation, financial services marketing, marketing technology buyers' resources, franchise marketing

As we’ve written about previously, multi-brand franchising is on the rise. Experts estimate more than half of all franchise units in the U.S. are owned by either multi-unit or multi-brand franchisees. Franchisors are strategically developing new complementary brands and acquiring brands in adjacent industries to build brand family platform companies that diversify and synergize their franchise businesses.

Tags: MRM, marketing technology, marketing resource management, marketing operations, franchise, marketing technology buyers' resources, Restaurant marketing, multi-brand marketing, cross-selling, co-branding, LTO marketing

Marketing is not a static discipline. New trends, new technologies, changing consumer behaviors, and unforeseen world events. Every year seems to bring a new set of rules and a new playing field for marketers to navigate. If there’s one thing we in marketing can count on, it’s that marketing is constantly changing. If you’re not adapting or evolving you could be left behind. I was recently reminded of this by Social Geek podcast host Jack Monson, who advised, “The marketing landscape changes so quickly. If you are set on a particular marketing channel, you could be missing out.”

Tags: manufacturing marketing, MRM, marketing technology, marketing innovation, Insurance Marketing, marketing resource management, marketing operations, financial services marketing, marketing technology buyers' resources, franchise marketing, marketing adaptability

 

Our Guest: Jackie Hooper, SVP, Chief Marketing Officer

Company: Cadence Bank

Website: cadencebank.com

Tags: marketing leadership, rebranding, B2B, corporate culture, marketing operations, financial services marketing, brand development, Bank Marketing Today by Vya, podcast, mergers & acquisitions

Buying a franchise can be a life-changing decision. So, it’s not surprising that prospective franchisees look at a variety of criteria when evaluating their potential investment in a franchise business. As franchise marketing leader and Social Geek podcast host Jack Monson explains, “They are not just buying a job – they are buying their future.”

Tags: marketing ROI, brand consistency, MRM, marketing technology, marketing resource management, marketing operations, growth, franchise marketing software, franchise marketing

 

Our Guest: John Stefek

Company: Enterprise Bank and Trust

Website: enterprisebank.com

Tags: marketing leadership, B2B, bank marketing compliance, corporate culture, marketing operations, financial services marketing, sales and marketing alignment, Bank Marketing Today by Vya, sales enablement, podcast, marketing data analytics, data-driven marketing, marketing portal, commercial bank marketing

Did the pandemic reveal areas within your organization that were, or are, in need of restructuring in order to build greater resilience or to develop capacity for future growth? If so, you most certainly are not alone. According to a report from Gartner titled, The Future of Marketing Organizations: Rethink Marketing’s Organizational Structures and Responsibilities, the recent period of disruption has influenced CMOs to centralize their marketing organizations to alleviate operational problems and grow their teams.

Tags: marketing process optimization, brand consistency, MRM, marketing technology, Insurance Marketing, marketing resource management, marketing operations, financial services marketing, agile marketing, scale local marketing, marketing staff, marketing technology buyers' resources, franchise marketing, multi-brand marketing

 

Our Guest: Tom McEntee

Company: NBT Bank

Website: nbtbank.com

Tags: branding, marketing leadership, corporate culture, local marketing, marketing operations, marketing talent, financial services marketing, community sponsorship, Bank Marketing Today by Vya, podcast, data-driven marketing, in-house vs external marketing agency, commercial bank marketing