How to Personalize Financial Services Marketing While Adhering to Data Privacy Regulations

3 minutes
Jun 29, 2022
Digital Marketing

For companies in the financial services sector, embracing an account-based marketing approach is the key to gaining a competitive edge. ABM makes it easier for these organizations to: Create an...

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For companies in the financial services sector, embracing an account-based marketing approach is the key to gaining a competitive edge. ABM makes it easier for these organizations to:

  • Create an ideal customer profile (ICP) used for identifying potential clients
  • Understand which decision makers your sales representatives must engage
  • Identify more potential clients
  • Personalize outreach across channels at scale

Understanding potential clients at the account level, however, requires sales and marketing to access data in ways that maximize their impact while properly (and legally) preserving customer information at every turn. That’s why it’s critical for financial services organizations to use account-based solutions that ensure security and privacy, and are compliant with data protection laws like the General Data Protection Regulation (GDPR).

Here’s how 6sense helps marketing and sales/distribution teams at financial services organizations adopt a data-driven account-based marketing strategy while adhering to rigorous security and privacy standards.

ABM and the Importance of Data

In order to know which clients to target, your revenue team needs data. Specifically, it needs data on who:

  • Engages with your website and social media accounts
  • Researches your organization on third-party websites
  • Reads reviews about your service or solutions
  • Searches for keywords relevant to your organization
  • Shows interest in your competitors
  • Looks like a good fit for your business
  • Appears to be in-market to do business with you

This data comes from a variety of sources:

  • Website traffic (your own as well as third-party websites)
  • Trade publications
  • Social networks
  • Historical buyer behavior data
  • Job postings
  • Quarterly or yearly performance reports
  • News about regulatory changes, economic downturns, and other market forces

That’s a lot of data, more than your marketing and sales/distribution teams could efficiently dig up on their own.

The 6sense Solution

6sense’s marketing and sales platform uses privacy-compliant methods via partnerships with third-party data collectors, regulatory agencies, financial reporting agencies, and more to collect the data that sales, distribution, and marketing team needs. It can then accurately connect that data back to the companies conducting that research, turning anonymous behavior into opportunities in your CRM.

Anonymized intent data is captured using our patented account identification technology called 6signal, which primarily uses IP addresses to identify and attribute activity at the account level, not the individual level. This protects the identity of individual stakeholders that have not voluntarily raised their hand to show interest in hearing directly from your organization.

Armed with account-level data, your marketing and sales/distribution team can form an effective marketing strategy that targets the accounts that are the right fit for your solution, likely to select your solution, likely to be profitable, and ready to do business now.

6sense can even help marketing and sales/distribution teams engage and convert prospective clients with targeted outreach such as personalized web experiences and display ads that feel timely and relevant, and accelerate deals.

The best part — besides the boosts you can see in pipeline and revenue — is that 6sense is committed to offering the data protection that financial services organizations value and require.

6sense’s Commitment to GDPR

6sense takes data protection and security seriously and has implemented comprehensive policies to be in compliance with international data protection laws, including the GDPR. Slintel, a 6sense company that captures buyer intent data, is also GDPR-compliant.

This means that, in addition to benefiting from all of the measures that 6sense already takes to maintain security, our customers can deploy 6sense and Slintel services as a key part of their GDPR compliance plans.

Conclusion

Financial services organizations can embrace a data-backed, account-based approach to marketing in order to uncover opportunities, inform their marketing strategies, and conduct personalized outreach at scale to the audiences that matter.

When considering a solution to support ABM efforts, it is critical for financial services companies to seek out a vendor that prioritizes data security and privacy, upholds international standards and laws for data protection, and works closely with customers to help with GDPR and other regulatory compliance.

6sense is one such solution. Learn more about our platform and how it works today.