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    Educated Answers Your Customers Need

    Information and answers. Without question, they are the currency of the day. Customers want to be educated and informed on the financial topics that matter most to where they are in life. You want to write their home loan? Educate them on the home buying process. You want to get... Read more →

    Antique skeleton keys with wood background.

    When It Comes to Inbound Marketing, Content Is Key

    According to this infographic from Openview Labs, content marketing is on the rise among B2B marketers: 91% of B2B marketers use content marketing 44% of B2B content marketers have a documented content strategy 55% plan to increase spending on content marketing in the coming year 72% think branded content is... Read more →


    Building a Bridge from Transaction to Engagement

    Banks may fear that the rise in digital and mobile banking will drive people away from their bank due to a lack of personal connection. After all, people don’t wander into the branch anymore looking for a friendly face. Instead, they bank on the go, paying bills, making deposits, checking... Read more →

    Measuring and Defining Customer Loyalty

    How does your FI define, and more importantly, measure customer loyalty? A very interesting blog came across my desk today on this topic. Generically, it seems as though most FI’s define customer loyalty as customer satisfaction. Also, a huge amount of importance is placed up that always present survey questions:... Read more →

    Mystery Shopping Banks. How Do You Stack Up?

    MYSTERY SHOP! Ah, two words that strike fear into the heart of customer-facing professionals everywhere. For those unfamiliar, mystery shopping is a tool used externally by market research companies, watchdog organizations, or internally by companies themselves to measure quality of service, or compliance with regulation, or to gather specific information about... Read more →

    Engagement: The Smart Way to Drive Sales

    How do customers “feel” about your business? The answer to that question could affect your sales. Research shows, taking the customer relationship from remote and transaction-based to personal, warm, and engaged drives profits. Engaged customers do more than purchase (although they do that more, too). They sing the praises of... Read more →

    TurboTax Fraud, What Bank Marketers Need to Know

    John has just received a ‘notice of duplicate filing’ from his state’s tax office. A million questions run through his mind (and your customers’ minds) when he gets this letter. “What happened?    Did I make a mistake?       Did someone steal my identity?          How did that happen?             Is this going to... Read more →

    Anthem Data Breach, Tens of Millions Affected

    Health insurance giant Anthem Inc. has been hit with a data breach which compromised the names, Social Security numbers, addresses, birth dates and email addresses of an estimated 80 million customers. Additionally, employee data, including income, has been stolen. This attack comes on the heels of other high profile, massive... Read more →

    The new economy behind hiring hackers

    Hiring Hackers Is Easier than You Think

    It’s not just big retailers like Target or Kmart who are being hacked. “Hacker’s List” proves that there’s a market for attacks against individuals. People need a place to go to get answers and guidance when it comes to their cybersecurity. If you can provide that guidance, it can be... Read more →

    State of the Union 2015: The Cybersecurity Factor

    During last night’s State of the Union Address, President Obama took a moment to address threats to our cybersecurity, asking Congress to pass legislation that could help prevent and combat cyberattacks on our nation, people and businesses. The president has been emphasizing his cybersecurity plan over the past week, which... Read more →

    Facebook at Work – Boon or Doom?

    Reuters reports that Facebook is developing a new service called “Facebook at Work”. Positioned as a competitor to LinkedIn, this platform will allow users to develop a professional profile separate from their personal Facebook account. How does that sound to you? LinkedIn is a platform with its share of flaws,... Read more →

    Engagement Marketing 101

    In 2015, financial marketers will be working overtime to increase share of wallet; It’s a top-three priority among 70% of senior marketing executives (Aite Group, Bank and Credit Union Marketing Trends, 2014). Deeper customer engagement can make it happen. To be successful in cross-selling, financial institutions need to engage customers... Read more →

    Weekly Wrap-up: Digital Signage in the Branch

    This week’s wrap-up has more than a few good ideas how to get the most out of your digital signage with smart content decisions. Nancy Radermecher, President at JohnRyan, highlights the importance of having a forward-thinking attitude, a fundamental understanding of the technology you’re using and, most importantly, a plan... Read more →

    How Adblock Plus is Driving Creativity in Marketing

    Have you heard of Adblock Plus? With over 300 million downloads it is THE most popular browser extension in the WORLD. Browser extensions are add-on features for your web browser. You might use Internet Explorer, Safari, Mozilla Firefox or Google Chrome to browse the Internet. Extensions are kind of like... Read more →

    Top FIs on Facebook Educate

    Is your institution’s Facebook page missing this vital engagement tool? A critical element of the top financial institution pages on Facebook is education. The Financial Brand has posted the Q3 results of the best and brightest financial institutions on Facebook. Who’s generating the most likes? Well, it’s no surprise to... Read more →

    Weekly Wrap-up: Halloween Content Marketing

    It’s getting to be that time of year when content marketers go into overdrive. Halloween leads into Thanksgiving, which leads into all our respective December-ish religious or secular festivities, which leads into the New Year, which leads into Valentine’s Day, and then finally, finally you can rest! We’re moving out... Read more →

    SIS Bank Implements Truebridge’s Content Marketing System

    Boston, MA: Truebridge, a financial marketing company located in Boston, is excited to announce SIS Bank’s launch of Truebridge’s Content Marketing System, the Financial Answer Center. Engaging, educational and branded content is a must have for financial institutions of all sizes. “We are living in a content-driven economy. You cannot... Read more →

    The Great Social Media Gold Rush

    Social media can feel a little like the Gold Rush. Twitter, Facebook et al. are talked about like some kind of digital Oregon Trail that will deliver us all unto vast unknowable riches. The social media boom in the financial services industry is a really deeply American movement and financial... Read more →

    What Is Onboarding? 7 Important Words [Infographic]

    What is Onboarding? Onboarding is more than just acquiring a new customer and sending them on their way. Onboarding is a financial institution’s entire communication process when a customer (new or old) opens a new account or buys a new product. The goal of onboarding is to show customers why... Read more →

    7-Step Onboarding Checklist

    First impressions are everything. Onboarding is the most important moment in a relationship with a customer. We get asked all the time how financial institutions can improve their onboarding. This onboarding checklist – slimmed down to the bare necessities from a Financial Brand list – will get you started. Here... Read more →

    Big Decisions Still Happen in the Branch

    Branches are evolving alongside the burgeoning digital bank experience. They’re in a transitional period, climbing out of the primordial ooze and standing on their feet. The ABA Banking Journal highlights how some banks are rethinking the branch experience with a “laser-like emphasis on cross-selling”. The Mighty Morphin’ Branch Experience [Branches... Read more →

    Truebridge Announces Content “Quick Find” Features

    Boston, MA — Truebridge, premier content marketing provider to banks and credit unions, is excited to announce two new “quick find” features. The new features are designed to improve their client’s customer experience – making it easier and faster for customers to find the exact content and sales representative they... Read more →

    Financial Content Wrap-Up: Trends in Banking

    If you’re a “visual learner” you’ll want to check this out. Our friends over at the Financial Brand have got a deluge of statistics on where the financial services industry is headed. See for yourself how their catalog of digital banking trends point to more remote banking experiences over the... Read more →

    Financial Content Wrap-up: 100 Million Members

    Welcome to our first Financial Content Wrap-up where we highlight the most important banking industry and content marketing news of the week! Credit unions nationwide have reached over 100 million members, resource centers are a must for serious content marketers and digital cross-selling can increase your share of wallet. Check... Read more →

    Customer Engagement and Cross-Selling Tips

    1.04 – can you guess why this number is important? It represents the difference between the number of products disengaged customers buy (4.50) compared to engaged customers (5.54). These cross-selling tips while help you generate more share of wallet through content engagement. Three Cross-Selling Tips for Better Engagement 1) Be... Read more →

    Cross-Selling with Content in the Digital Future

    Researchers at Bain & Company estimate that by 2020, 95% of interactions between customers and their bank will have at least a digital component (if not being outright digital). Banks need ways to improve and integrate digital experiences in order to meet their cross-selling goals. In the face of a... Read more →

    The Invisible Hand of Marketing

    We’ve all heard of Adam Smith’s idea of the “invisible hand” before. We take this term to mean that the market will regulate itself (though this may not be what Smith was actually saying). But not only is there an invisible hand of the market, there’s one that can guide... Read more →

    Chase Bank and the Fantastic Future Branch

    [Update: We misreported a statistic regarding Chase’s branch traffic. We originally reported that only 55% of customers had been to a branch in a given quarter. This statistic actually represents traffic for commercial customers. We’re looking into sourcing a figure that represents household customer traffic and have updated this post... Read more →

    Innovative bank marketing through podcasts - via Wikicommons user: Yagraph

    A Simple and Innovative Bank Marketing Tactic

    If there was ever a marketing idea that was just crazy enough to work, it’s this one. Strangely enough, it’s not a particularly new idea, just one that’s being used by marketers in an innovative way. The podcast is quickly replacing traditional radio and some players are getting on board... Read more →

    Credit Union Marketing and Member Experience

    Credit union marketing is about more than products. It’s about defining the individual identity of each and every credit union based on its own community, its own customers. As CUs look for new ways to expand, grow their share of wallet and further benefit their community, they should be thinking... Read more →

    Social Media Strategy for Banks & Credit Unions

    Banks and credit unions have a social media strategy problem. Their customers don’t see value in what they’re saying. Right now, 77% of people aren’t following their financial institution on social media. Yet internal data from Facebook has shown that smartphone users check their Facebook feed about 10 to 15... Read more →

    How To Set Your Mobile Banking Platform Apart

    “Approximately 15% of mobile users are mobile-only and have stopped using the Internet banking channel.” A study of almost 200,000 mobile users by CUNA has shown that mobile banking is taking over. People are not only trying it, they’re staying engaged with it.  Financial institutions need to work to make... Read more →

    3 Steps to Make Social Media Work for Banks

    72% of American adults use social networking sites. As more banks move their brands into social media spaces, they need to be sure that they’re participating in a way that builds their brands and drives sales. Since social sites are anything but traditional marketing spaces, there are a few rules... Read more →

    Financial Literacy Month Wrap Up

    With Financial Literacy Month coming to a close, here’s a recap of what we covered. Check out how what started as a financial literacy movement in 2000 became nationally recognized by the government: The History of Financial Literacy Month Learn a lesson or two from the dream team of characters... Read more →

    Financial Content Marketing Gets Buyers To Branches

    Problem Physical stores in every industry have been undergoing change for some time. These days you can even buy your groceries online. For banks and credit unions, as more and more people adopt new online technology, branch traffic is declining, leading to fewer, smaller and more automated branches. The branch... Read more →

    New Tool Means More Sales in the Branches

      Boston, MA: Truebridge is pleased to announce the revamp of Branch LeadMaker, a tool that greatly facilitates the generation of referrals and sales appointments. Truebridge has created this tool to help banks realize the enormous opportunity they have to leverage frequent customer contact into stronger and more profitable relationships.... Read more →

    Truebridge’s “eConnect” Takes Content Marketing to the Next Level

    Boston, MA: Truebridge is pleased to announce the launch of eConnect, a powerful email content marketing application designed to help financial institutions take their educational content to the next level. Truebridge’s eConnect technology delivers targeted, dynamic content on the customer’s terms, providing a service that’s customer-focused and drives sales. Truebridge... Read more →

    The CFPB and Financial Education Benefits

    There’s a push from regulators to educate consumers. If you’re in banking you’ve heard of the Consumer Finance Protection Bureau (CFPB). It was set up as a response to the recent financial crisis and began operation in 2011. Financial education doesn’t just need to be a nicety that you provide... Read more →

    Financial Literacy Month Extravaganza!

    Financial Literacy Month is just a week away and we’ll be going all out for it. Be sure to check back with our blog every week for new articles, interviews and insight through the month. We’re looking to promote the best of what banks and credit unions can offer in... Read more →

    Branch Efficiency In The Internet Era

    Online and mobile banking are changing the game dramatically. There will always be a role for the physical branch, but foot traffic will never be as reliable as it once was. Rethinking branch efficiency is something that all banks and credit unions will have to do. We recently highlighted three... Read more →

    How 3 Banks Are Coping with Changes in Branch Traffic

    With a decline in branch traffic the future of banking is on everyone’s mind. A recent piece for Bank Investment Consultant by American Banker reporters Chris Cumming and Jackie Stewart highlights three strategies that banks are pursuing. Cuts, Caution, or Acquisition, which do you think is best? At the Keefe,... Read more →

    Email & Content: A Supercharged Sales Machine

    I’m excited to tell you about a new offering for Truebridge customers. We wanted to make content delivery easy, user-friendly and personal. We looked around and saw that no one else was offering this kind of content delivery system and so we built it ourselves. Truebridge’s eConnect technology allows our... Read more →


    The Lollipop Effect And Bank Marketing

    Did your parents ever drag you to the bank as a kid? What made it tolerable? After you got to the front of the line, maybe you got a lollipop or two and that made the trip not so bad. That’s the essence of content marketing right there and it’s... Read more →

    A Model For Super Content Marketing

    We all know more than a few of these people: They aren’t big football fans, but they tune into the Super Bowl. Why? To watch the commercials. At no other point during the year do people get fanatic about commercials in this way. Commercials aren’t usually enthralling, they’re interruptions that... Read more →

    Defining Content Marketing For Financial Institutions

    What Is Content Marketing?   Excuse the tautology, but a content marketer provides–you guessed it–content! For financial institutions this means compliant articles, tweets, or blog posts focused on life events. Not only that, but you can utilize content in your branch and call center too!   Say a couple has... Read more →

    How To Innovate With Content In 2014

    State Bank and Trust Co., a $2.5 billion bank in Macon, Ga, had no plans to build an iPad app last year. But it wound up happening. American Banker recently put up a fantastic post detailing Big Ideas for 2014. Budgeting for innovation is a big idea that goes hand... Read more →

    Target Breach Hits 70 Million, Do You Have Answers?

    The data theft at Target just got worse. Not only is Target now estimating that 70 million shoppers have been affected (up from 30 million), but more than credit card numbers have stolen. NBC News Reports, “The stolen information includes names, mailing addresses, phone numbers or email addresses for up... Read more →

    Content Marketing for Banks and Credit Unions

    Content marketing means providing consumers with helpful information, oftentimes educational in nature. Traditional marketing is about promoting the features and benefits of the products you have for sale. But today more and more of these messages are falling on deaf ears.   Quite simply, people don’t want to be sold.... Read more →

    Getting Content Off The Shelf

    Did you receive any books as presents this year? Have you started reading them or did you throw them on a shelf? My bookshelf is a little bit like a graveyard. Books go there when I’m done with them and only very rarely do they come off the shelf. There... Read more →

    Content Equals Brand Loyalty And Sales

    Content is king. Discover the untapped potential of putting educational content at your customers’ fingertips. WHAT IS CONTENT MARKETING? Content marketing is teaching, not selling. People buy from companies that educate. If you’ve ever been in an Apple store, you might have seen them hosting workshops and one-to-one training sessions.... Read more →

    EVB Partners With Truebridge to Launch Integrated Sales System

    TAPPAHANNOCK, VA – EVB announced today that they have launched a new integrated sales system in collaboration with Truebridge, Inc., a Boston-based company that helps banks develop deeper and more diverse customer relationships. In the announcement, Joe Shearin, CEO of EVB, said “EVB has been searching for a more effective way to engage... Read more →

    When it Comes to Bank Marketing, Service is What Sells

    For years the financial services industry has researched over and over again what their customers are looking for. What are the most important attributes to the relationship they have with their customer? What promises would be most likely to attract new customers? The word service is always at the top... Read more →

    Bank Cross Selling in Times of Limited Budgets

    At Truebridge, we have done research to identify the barriers to cross selling. In a nutshell, we identified the need for banks to shape their image as the place to go for more of their customers’ financials needs beyond deposits and loans. We also highlighted the fact that banks needed... Read more →

    Creating Cross Selling Opportunities

    In a recent article from the Financial Brand, Datamining Social Media Profiles for Actionable Results, the first paragraph talks about the biggest challenge to cross selling. ”If a financial institution could know that one of its customers just got married…Or had a baby…Or got divorced…Wouldn’t those life events create selling opportunities... Read more →

    How Social Media is Changing Bank Marketing

    Essentially, “Social Media” is really just a buzz word that has come to be used to describe the ever changing landscape of the internet that we’ve all grown to know so well. The phrase simply refers to all the social networks in existence and the way we, web users, customers,... Read more →

    How to Restore Branch Profitability

    Mary Beth Sullivan from Capital Performance Group, in her recent blog article The Future of Branches: Reinvention in the Banking Strategies section of the BAI website proposed an interesting solution to retail branch profitability. It’s called sales. She referenced a huge market that banks can own by leveraging their branch network.... Read more →

    How to Make a Bank Reputation Drive Cross Selling

    A good reputation is undoubtedly important to any financial institution. It translates into more new and more loyal customers. A recent article in American Banker, discussed the results of the American Banker second annual survey of bank reputation. This 30 bank survey was conducted by the Reputation Institute an evaluated... Read more →

    While WE are Cross Selling, THEY are Cross Buying

    It is the classic battle between WE and THEY in the financial banking arena.  You know your consumers (THEY) need the products and services that you offer but you struggle to find a process that effectively allows them to buy multiple products and services.  How can you bridge the gap... Read more →

    REWORK: Recommended Book For Bank Marketing and Management

    How can a business book written by the founders of a small software development company be applicable to bank executive and marketing professionals? I asked myself the same question. REWORK was written by Jason Fried and David Heinemenier Hansson, the founders of 37Signals, a company that has created several products that... Read more →

    Can a Bank’s Brand Image be a Trap?

    Research will tell you that a bank brand attribute as a trusted institution is worth millions of dollars and the envy of so many other types of financial institutions (see recent article from The Financial Brand.) The problem is breadth.  Banks are seen too narrowly, as the place to go... Read more →

    Improving Your Bank’s Website By Adding Content Marketing

    Web sites are not created in stone. There will come a time when “the old look” doesn’t work anymore or that your site isn’t effectively meeting its overall objectives. If your site looks outdated, you’re not communicating a clear message to potential customers and consequently your company’s value is diminished... Read more →

    Wealth Management blog on bank website shows promise

    Overall, First National Bank and Trust Company in Wisconsin has a pretty standard bank site – rates, personal and business banking overviews, about us, online banking login, etc.  However, there is a bright spot with the wealth management blog.  This group has a good start to building a foundation of... Read more →

    How will banks use data collected from their PFM tools?

    In a recent US Banker article, 10 Big Ideas for 2010, one idea was the adoption of PFM or Personal Financial Management services.  This new type of service was made popular by Quicken and the controversial who’s president made a few comments at last year’s SXSW festival that made a few heads... Read more →

    Examples of Content Marketing by banks and credit unions

    There are some great examples of banks and credit unions that actively conduct a Content Marketing approach. I’ve chosen two for this post but we’ll continue to highlight the best in the industry on our blog. Example #1: Affinity Federal Credit Union in Basking Ridge, NJ When you visit Affinity... Read more →

    The future of cross selling in banks

    A recent report from the Mercator Advisory Group, Cross-Selling Through Multiple Channels: Soft Selling to the Jittery Customer, highlights the areas where banks have the greatest opportunity to cross sell to their customer base. The two areas that they have narrowed in on are somewhat of an ironic pair –... Read more →

    Developing leads through your bank website

    As more and more bank customers find their way around the online platform, the harder it becomes to drive cross selling opportunities at the branch level.  All signs point to more effective marketing techniques online where customers are spending most of their time. But what does it take to get... Read more →

    Creating customer impulse decisions at a bank

    We all know what target campaigns are. This is where you pull out all your weapons (CRM, MCIF, etc.) to develop the perfect segmentation of your customer base. Knowing who to target when, where and how. And with the technology that’s out there today, the possibilities to create such a... Read more →

    What does “Best Banking Experience” mean to you?

    I was reading the recent ABA Bank Marketing magazine and there was a section interviewing a marketing manager at a small community bank in Pennsylvania. One question asked was, “In your opinion, what is the biggest challenge marketers will face in the year ahead?” Her response, “Maintaining customer’s trust and... Read more →

    Live blogging from BISA Conference

    Today at the BISA conference starts the peer sessions and speaker series.  The first guest speaker today is Dr. Richard Marston from Wharton School of Business.  Dr. Marston is a professor of finance and director of the Weiss Center for International Research. He discussed the economy and gave a good... Read more →

    Banks Need an Image Fix – Now

    Sparked by a recent article in the New York Times Business Section, our president, Stewart Rose, recently wrote a one page brief.  A full white paper will be available to help banks take the next steps in fixing their image. “Banks Need an Image Fix – Now” It’s not just... Read more →

    Creating a Service Oriented Sales Culture

    In a recent GonzoBanker newsletter, Steve Williams makes the case that sales culture in banks is dead and a new chapter of sales culture is about to begin with the hope that banks have the chance to get it right this time. In this well written piece, he states, “Across... Read more →

    Truebridge blog looks at financial services marketing with a focus on education and cross selling

    Truebridge, Inc. announced today that they have launched a company blog, which can be found at “The site will provide information, opinions, and encourage feedback on marketing topics that we feel are important to the financial services industry”, says Stewart Rose, President of Truebridge. “We will have a particular... Read more →

    Truebridge Announces Partnership With Raymond James

    Truebridge, Inc. is pleased to announce that it has partnered with Raymond James Financial Services to offer the Cross Sell Advantage marketing system to all RJFS client financial institutions. RJFS has recognized Cross Sell Advantage as a powerful tool to generate more quality sales leads for its investment teams. In... Read more →