Credit Unions Call On Marketing Automation to Drive Leads

When it comes to building business, credit unions often rely on quality of customer service to compete with larger financial institutions. Marketing automation helps credit unions differentiate their superior customer service.

Portland, Ore.-based adaptive marketing automation provider Act-On Software, announced the $2.6 billion Biloxi, Miss.-based Keesler Federal Credit Union, $183 million Washington, D.C.-based Interior Federal Credit Union, and $2.99 billion Laurel, Md.-based Tower Federal Credit Union became the latest credit unions to adopt Act-On Marketing Automation to drive and qualify more leads, retain more customers, and compete against the big financial players.

The Act-On system enables marketers to create Adaptive Journeys using customer behaviors, preferences, and data to intelligently guide the engagement strategy. according to the marketing automation tech firm. allows the credit unions to leverage behavioral data in real-time to more effectively communicate with members in a 1:1 manner at scale, helping them to win more business, retain more customers, and be more strategic about upsell opportunities.

The system includes features like website visitor tracking, lead scoring, landing page and web form composer. This enables credit unions to capitalize on buyer behavior and website traffic to drive and qualify more sales ready leads, while advanced segmentation and automated programs allows them to deliver more personalized customer experiences that contribute to new acquisitions, customer retention, and upsells.

$767 million Bartlesville, Okla.-based Truity Credit Union, an Act-On customer of four-plus years, saw an 80% increase in the number of leads generated after implementing Act-On Marketing Automation. “With Act-On, we’ve been able to get a true picture of how successful or not our email marketing efforts are and how we rank with our competitors,” Roxy Duncan, Sr. eCommerce Interactive Designer for Truity Credit Union said. “We can use that intelligence to better segment our database and tailor our messaging to serve our members best.”

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