Overview
- Personalization is Expected: Finserv customers have come to expect personalized experiences. Firms need to deliver.
- Content Strategies Must Deliver: Personalization starts with a strong content strategy. Use webinars and AI to iterate and personalize content at scale.
- Get Ahead with ON24: The ON24 Intelligent Engagement Platform offers firms the ability to scale content, localize webinars, and personalize experiences through an easy-to-use platform.
Personalization in finserv marketing is about responding to and acknowledging audience needs — from insurance to wealth management and more. According to Deloitte, “Personalization can be defined as tailoring services according to a person’s affiliations, such as those to a particular social group, income bracket, or segment of like-minded people, or personal likes and dislikes.”
Reminder emails, follow-up emails after events, and content choice along with CTAs can all be personalized to illustrate a firm’s commitment to its customers and audience.
Personalization isn’t just a nice-to-have, customers expect and demand personalized experiences with brands. In fact, the ON24 Financial Services Benchmarks Report shows that meeting bookings driven from personalized experiences rose by 2.5X year-over-year within the industry — a rate nearly five times greater than the 30% uplift observed across all sectors.
Benefits of Personalization in Financial Services
Customer trust
Emphasizing personalization can build customer trust. When brands include relevant content that speaks to audience interests and needs, it means they are paying attention. Our benchmarks report found that “each visitor to a personalized experience downloaded 53% more resources year-over-year.” Audience members will continue to turn to those brands that provide them with the information they need.
Educated customer/analyst base
Personalized content is a must for marketers looking to retain customers. According to a PwC HNW investor survey, “unmet needs and a desire for more tailored approaches are a top reason for clients to switch to other asset management providers.”
The customer base now includes the educated consumer; consumers want B2B marketers to know and understand their preferences. According to a Forbes survey, “70% [of customers] say a personalized experience in which the employee knows who they are and their history with the company (past purchases, buying patterns, support calls and more) is important.”
Examples of Personalization in Finserv
Wealth management
Personalization can help wealth management marketers improve client experiences. According to the 2024 World Wealth Report by Capgemini, “56% of relationship managers state their firms are using client interaction data to understand customer sentiment.” The report explains how a full understanding of clients within the wealth management sector must take into account things like lifestyle choices, emotions, health goals, and long-term financial goals.
Insurance
B2B marketers within the insurance industry can use first-party data to identify a customer’s behaviors and habits, then offer appropriate and relevant products. And artificial intelligence can help; according to a McKinsey report, AI bots can help marketers deliver “hyperpersonalized offers and communication” and assist with customer onboarding.
Fintech apps
Personalized fintech apps are another way finserv marketers can improve customer experiences. But not all marketers have fully capitalized on personalization. For example, banking apps that focus on short-term financial goals are missing out on long-term milestones across user journeys.
Why Personalization in FinServ Starts with Content Strategy
To deliver personalized content, finserv marketers must start with a strong content strategy. A thoughtfully created, webinar-based content strategy can help organizations to:
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- Scale content and messaging outreach. Using AI can help B2B marketers generate repurposable content more efficiently.
- Create personalized hubs based off of past behavior. With more first-party data, B2B marketers can ensure content hubs include material relevant to audience interests. Then, they can continue to nurture their position as a trusted brand.
- Customize CTAs and offers. Customized CTAs speak to the viewer as more than just a “Learn more” button. Our report found that “contact us” requests tied to personalized experiences increased by 19%, showing that tailored content is prompting more direct outreach and sales engagement.”
- Multiply impact and propel pipeline. When marketers place emphasis on personalizing, they see impressive results. The ON24 benchmarks report found that web traffic from personalized pages rose by 40%, outpacing the standard industry rate of 28%.
How ON24 Can Help
Rapidly generate new content
Generative AI can help repurpose webinars into downloadable content like ebooks, blogs, and transcripts. Using audience engagement insights, B2B marketers can pull video clips from full-length webinars and share them with viewers.
Personalize at scale
ON24’s AI-powered Analytics and Content Engine can help B2B finserv marketers personalize content at scale. For example, marketers can create audience segments with unique CTAs, relevant content hub resources, and account-specific messaging with ACE.
Automate insights and take action
The ON24 Intelligent Engagement Platform can help marketers understand insights into audience behavior. Key Moments can identify where viewers were most interested or engaged during a webinar. These segments can then be repurposed into additional content.
