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Data-Driven Marketing

Images of table of contents, secondary research and overview of detailed persona

Burke & Herbert Bank Commercial Segmentation Study

Challenges

In support of the bank’s new focus on growing its commercial business, learn more about market dynamics and current clients’ needs and priorities to develop prospecting and communication strategies.

Solutions

Limited respondent pool augmented by purchasing additional in-market respondents (prospective clients).

Segmentation study revealed three distinct segments, each with different needs and motivations, and each requiring unique products and service models. Research uncovered high satisfaction among legacy customers and greater areas of opportunity among most valuable segment, among other actionable insights.

Findings enable the bank to develop sales strategies and service models to achieve business objectives.

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MKP communications inc.

Financial marketing and merger communication specialists.

We’ve spent over 25 years building a nationwide client base of financial institutions, large and small.

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