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.
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.
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.
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.