Independent Banker - September 2020 - 36

PORTFOLIO
Together, a CRM
and marketing
automation
platform can bring
new opportunities.
How your CRM can be
a platform for growth
Marketing
CRM, or customer relationship
management, and marketing
automation platforms have grown more
eff icient and less cost-prohibitive in recent
years. Bankers that have put them in place
say they can bring together data to find
high-value customers and, ultimately, drive
growth. By Mary Yerkes
ommunity banking is all about
connections. Whether it's maintaining
and deepening relationships with current
customers or fi nding new customers to grow
your business, successful customer relationship
management can make or break your business.
That's why more community banks are turning
26 Q ICBA Independent Banker Q September 2020
C
to customer relationship management, or CRM,
platforms that use data analysis to identify highvalue
customers and drive sales growth. When
used strategically and in conjunction with the
right marketing automation software, platforms
like these do more than drive growth; they
reduce manual processes and help build a more
cohesive team.
Vinton County National Bank in McArthur,
Ohio, like many community banks, is new to CRM
platforms. The $1 billion-asset community bank,
realizing it needed a tool to track customer communications,
pull reports and create effi ciencies,
partnered with 360 View, a technology platform
in Nashville, Tenn., off ering integrated CRM,
marketing automation and analytics reporting.
Quick stat
$40B
The value of
the global
customer
relationship
management
(CRM) software
market in 2019
Source: Grand View
Research
Illustration by Yaroslav Danylchenko/Stocksy

Independent Banker - September 2020

Table of Contents for the Digital Edition of Independent Banker - September 2020

Table of Contents
Independent Banker - September 2020 - Intro
Independent Banker - September 2020 - Cover1
Independent Banker - September 2020 - Cover2
Independent Banker - September 2020 - Table of Contents
Independent Banker - September 2020 - 2
Independent Banker - September 2020 - 3
Independent Banker - September 2020 - 4
Independent Banker - September 2020 - 5
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Independent Banker - September 2020 - Cover3
Independent Banker - September 2020 - Cover4
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