Financial Services Marketing Case Study

Discover how KORTX Implemented a full-funnel strategy to drive conversions across multiple lines of business in this bank case study. Keep reading to learn how the use of Axon Audience Manager uncovered new audiences to drive leads.

Challenge

Trustmark Bank, a financial services company, was challenged to drive qualified leads in new branch locations while simultaneously growing existing locations.

The brand was trying to balance a marketing strategy and budget across multiple lines of business including retail, mortgage, advantage, commercial insurance, personal insurance, wealth management and commercial banking. Each of these service lines had specific goals tied to them, and Trustmark required a partner that could create a streamlined strategy to ultimately solidify their existing footprint and expand growth markets across various service offerings.

Strategy

KORTX was originally one of three partners working with Trustmark. After continuously driving strong campaign results, our team was selected as the brand’s sole integrated digital marketing partner.

Here’s what we did:

• Incorporated Axon Audience Manager to collect and analyze millions of Trustmark Bank data points.
• Utilized First-Party analysis to uncover interests and behaviors of the brand’s digital audience that they were previously unaware of, such as interests in college sports and travel.
• Implemented a full-funnel strategy across Display, Audio, Video, and Connected TV to target the identified audience.
• Included Captivate Rich Media uniting the strategy, with map functionality to drive users to new and existing branch locations.
• KORTX’s local marketing program helped accommodate the complexity of Trustmark’s campaign structure and target many specific locations with lower budgets.

Success

As Trustmark’s integrated digital marketing partner, KORTX drove strong results across multiple conversion points. We took a complex advertising strategy and simplified it utilizing Axon Audience Manager which allowed us to uncover new audiences, drive leads to existing locations and drive awareness of new locations.

Additionally, our tag management strategy provided Trustmark with a better understanding of its customer experience and highlighted opportunities for improvement both online and offline.