说到市场营销，关系建设是最基本的基石，尤其是在客户获取方面。在金融服务领域，许多品牌历来更注重销售激活策略，而不是品牌建设，这使得吸引新客户成为一项挑战。但这并不是说品牌应该放弃以销售为导向的营销工作。个性化是我们在各行各业看到的一种趋势，在下沉式营销中发挥着重要作用。但是，忽视品牌建设的风险也是存在的，因为品牌建设确实能让低漏斗营销取得更好的效果。
To better understand the interplay between upper- and lower-funnel marketing in financial services, we recently spoke with Nate Hutchins, VP, Financial Services and Health Care. In our discussion, Nate draws on his experience and research from our recent financial services marketing white paper to highlight the importance of holistic marketing, share an example of effective personalization, and explain how measurement can help marketers properly allocate spending for different marketing initiatives.
For additional insight, download our 金融服务营销：不断发展的客户关系 white paper.
