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THINKING (and Acting) LIKE A TECH COMPANY
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The fintech revolution has threatened to disrupt the traditional banking model. Yet, in reality, it has produced less immediate disruption than had been anticipated, and massive customer defections haven’t materialized. Our clients still trust us more than non-banks. However, we’ve been put on notice. Disrupt ourselves or they will do it for us. New thinking tells us that the more we understand how customers want to transact banking services in a digital age and take the leap into analytics and artificial intelligence (AI) - and even the Metaverse - the less external threats will affect us.
For us in B2B financial marketing, our focus has shifted to a more tech-like approach, one of customer experience, data-driven marketing and product innovation. In this CFG Webinar our colleagues Jennifer Sariano, CITI and Amy Cargulia, J.P. Morgan along with Pat Scanlon, CFG examined the 6 differences between banks and fintechs with a focus on how we, as marketers, are leveraging new partnerships to learn and modernize our approach to marketing.
SIX DIFFERENCES
Purpose, Technology, Personalization, Communication, Market Coverage, Operating Model
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Our Panelists & Valued CFG Members
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JENNIFER SARIANO
CITI
Global Cash Products and Digital Channels for TTS
Jennifer is responsible for creating and delivering marketing strategies for Global Cash Products and Digital Channels for TTS. She leads a team of cross-functional specialists, including product marketing managers, industry marketing leads and digital marketing professionals to promote Citi Treasury and Trade Solutions to clients. Jennifer has more than 15 years of marketing, digital channels & communications experience.
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AMY CARGULIA
J.P. Morgan
Head of Core Payments & Platforms Marketing
Amy and her team are responsible for creating and delivering best-in-class marketing strategies to promote our solutions and brand to drive client growth across the J.P. Morgan Payments business and with our firm-wide partners.
Amy has more than 29 years of marketing and communications experience. She has been with the firm for 20 years and has held marketing and communication roles in Commercial Banking, the Chief Operating Office, Treasury & Securities Services, Corporate Finance and Chase Consumer & Community Banking.
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