July 29, 2020

How BRAVE are you?

Stories from CFG members as told in our July 9 webinar:
Marketing's Time is Now!

Big opportunities need brave leaders. And now is Marketing’s time to be brave! Smart bravery is about picking your moment. The moment when you can make a real difference. The moment when your bravery will truly matter. This year has presented our marketing community with the opportunity to lean in and really make a difference. And, boy, have we! Our own brave marketers are now taking charge and proposing bold changes to how companies operate. And, they're telling their stories in our CFG community! Guess what, it’s not about tools,  it’s about radical customer focus.

Read the stories told by our own CFG marketing leaders on how they and their teams have demonstrated the power of marketing in times of crisis (and opportunity). Then, ask yourself, what have you done to make this your time to be brave?

Remember, staying in touch with peers and colleagues during crises like COVID is key to your very survival. CFG provides you with a venue to be with friends and learn how to be better every day. JOIN IN the conversations!

CFG Stories of Marketing Bravery

HSBC Marketing team steps outside traditional marketing role and delivers

We were in the midst of a marketing transformation when COVID hit.  We knew that we had to be smart with the resources we had at hand. Everyone had to be agile and react with a go-forward approach. Leading us was a sharp focus on our customers and their concerns. As soon as the Payment Protection Program (PPP) was announced, we made it our mandate to know everything we had to know so we could educate both our own people and our clients. Normally marketing doesn’t play a role in lending programs, but because we quickly learned the programs, we were able to take the lead on communications. We worked with our sales and relationship management teams directly driving customer communications, held daily calls with them so they were completely up to speed on the rapidly evolving programs. We even helped process loans! As a result, our marketing team became a source for all things PPP.
Kerry English
US Head of B2B Marketing
Commercial Banking and Global Banking & Markets

KeyBank Marketers Earns the Respect of their Business Partners

Our marketing team used the crisis to focus internally, building closer relationships with our business partners. We were Incredibly proactive early on and in our everyday activities. We didn’t wait for partners to make requests. We studied what we needed to know and took the lead on education and communications with customers. What happened was that our business partners leaned how we think about marketing and its value to them. Our internal clients understood better who we were and how we work. As we were more proactive, we earned more respect. Now we’re in a position to train them how to be better, more collaborative partners for us. And, guess what? We’re seeing an increase in our sales teams and RMs seeking our guidance to solve customer problems. Our ability to be agile and adapt quickly has proven to be a winning relationship strategy for us.
Patricia Jurca
Sr Marketing Manager
Head of B2B Marketing

CITI Treasury & Trade Services Puts a Twist on Virtual Events

How’s this for a creative and immensely thoughtful twist on events - a ‘virtual donation event’? With most of the group’s in-person events cancelled until further notice, the team diverted planned marketing dollars to create a virtual opportunity for clients to engage with them and contribute to a greater good – the medical community. Here’s how it works. With Sew Away Corona, an organization that works with small businesses in NYC, the team assembles self-care packages for essential workers. For every client who attends one of our virtual events, TTS will donate a personal care package to front-line healthcare workers. The products in each package come from a network of New York City local, small businesses. For example, the fabric facemask covers included in the packages are hand sewn by currently furloughed Broadway seamstresses and tailors, who normally create costumes for shows. 
Jennifer Sariano
Global Head of Corporate Segment Marketing
Global Treasury Services

Business Banking Team helps Transforming Companies

We took a unique approach to being brave. We thought about what would help our clients’ businesses directly.  What we noticed was that a number of clients were transforming their business to stay relevant during the crisis – and keep their employees on staff.  So, we helped them build their own (new) businesses.  Examples included fashion companies now adding masks to their product set and wineries now manufacturing hand sanitizer. In one case, we worked with our Procurement team to source clients to provide masks for bank employees! All through this process, we collected stories of business transformation from clients and built a database that could help us further define and promote our customers’ profiles. Going forward, our plan is to continue to think differently about how we can support clients and our business partners, no matter how our traditional roles were defined.

Don't Miss our #3 Summer Webinar

Thursday, July 30th--11:10 A.M. - 12:00 P.M. (ET)

Benchmarking Evolving Best Practice in the Virtual Conference Space 

Since lockdown, innovation in the virtual events space has rocketed. In this session Ieuan Perkins, North America Client Relations Lead and Tony Jarvis, Global Managing Director, Client Relations from EI ADVISORY will draw together examples from the global industry conference market to pinpoint current and evolving best practice in the virtualization of industry events. As well as giving an overview on how different suppliers are adapting in the move to virtual forums, EI will define what the latest best practice looks like in delivering a top-quality virtual forum.

Your Webex Reminder Invitation is in your July 27 Inbox.
Missed our previous editions of STAYING 'n TOUCH? Click here to access via our website
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Corporate Financial Group, Inc. · 13537 US Highway 1 · Suite 122 · Sebastian, FL 32958 · USA

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