Going Beyond CRM for Banks & Credit Unions
360 View is the growth platform developed for banks and credit unions, providing all the tools necessary to maximize team performance at financial institutions. Their solution goes beyond CRM, allowing you to manage tasks, automate marketing, track goals and incentives, and get insight into profitability, all while providing richer relational experiences that are personalized to every customer’s unique needs.
360 View was originally developed and described as a CRM for financial institutions.
However, as we built a relationship with 360 View and learned more about the capabilities of their solution, we realized that their product is much more than a CRM: it is a platform to help banks grow and be more profitable, bringing together a suite of tools that, together, maximize customer service, marketing, goal and incentive, and profitability efforts at financial institutions. This was the answer to a felt need by their prospects, whose days are disjointed and clunky because they have to use a mix of different software and manual processes to get things done. And so it became our angle for a rebrand and relaunch of the product.
- Branding and Marketing Audit
- Competitive Marketing Analysis
- Stakeholder Interviews
- Brand Strategy Workshop
- Product/Offering Marketecture
- Goals & KPI Workshop
As an immediate step of the marketing plan and rebrand, we rolled out an updated website. Studying 360 View’s traffic and analytics revealed opportunities to update pages, optimize calls-to-action, and make design changes. By consulting on their application user experience and design we helped them into an understanding of the user journey and the importance of brand continuity, and ensured that their product was ready for a relaunch. Since then, we have learned from what we built and use those insights to continually optimize.
- Company and Product Positioning
- Defined Goals and KPIs
- Visual Identity Plan
- Website Plan
- Campaign Strategy
- Content and SEM Strategy
- Inbound Marketing Workflows
- Trade Show and Event Strategy
- PR Strategy
- Marketing Roadmap
“Golden Spiral has helped us more clearly define who we are and what we offer to the financial industry. They helped us grow our online presence with a new responsive website geared toward being a resource and not just a sales site. We now regularly publish content that is helpful to our customers and prospects. Golden Spiral truly feels like an extension of us. I can’t imagine having a more seamless process with another vendor— they are true partners!”
— Rebecca Key —
Director of Marketing
Sponsoring one of the financial industry’s top trade shows gave 360 View the opportunity to formally announce their pivot from CRM to The Growth Platform. Since 360 View is ultimately a one-to-one sale, we put together an Account Based Marketing plan that included sending a VIP gift box and complimentary ticket to the show to top prospects and top clients. This served as a great opportunity for customers and prospects to network and share success stories about their relationship with 360 View.
At the trade show, their distinct orange booth set them apart among the blues and greens of financial industry incumbents. We created a branded VR viewer that served as a substantial and valuable piece of “swag” that people would hold onto. Using in-video branding, the VR Viewer brought people into an understanding of 360 View, led them into the booth, and ultimately generated leads and awareness for the product.
- Company and Product Logos
- Company and Product Visual Identity
- Core Content
- Brand Guide
- Website Update or Rebuild
- Brand Collaterals and Sales Presentations
- Photography, Illustration, Graphics, and Videos
From the very beginning, we had been generating content for 360 View including blog posts and white papers. In preparation for the trade show, we built up an audience to receive targeted pre-show content so that they would have a point of reference for 360 View’s brand when they arrived. We further built up their audience through LinkedIn Ads, Google remarketing, and new rich content pieces. Rich content, such as white papers and webinars, positioned 360 View as a thought leader in their space and contributed to inbound leads through downloads.
Part of the sponsorship package also included hosting a private event. The whole party was branded: from giant orange balloons flanking the doorway, to monitors animated with 360 View’s logo, branded pillows on all the lounge seating, and a custom blood orange cosmopolitan cocktail. The exclusive event proved to be a great brand awareness opportunity and chance to have one-on-one social conversations with top prospects.
At 360 View, webinars had always fallen strictly to the sales team, not the marketing department. The problem was that they were hosting webinars once every two weeks, sending invites to their entire email list with a templated announcement, and presenting repeated topics. The quality of their email list took a hit: open rates dropped and they got marked as spam. As a result, they would get too few sign-ups — and less than half of those would actually attend.
We helped 360 View into a new framework by suggesting that their webinars offer valuable content that would attract a broader audience rather than focusing on product demos. We cut their webinars down to one per quarter and educated them on the importance of quality over quantity. Along with improving the content of the webinars, we introduced new promotion strategies by creating campaigns with unique landing pages, lead capture forms, sponsored posts, and targeted advertising.
- Sales and Marketing Collaterals
- Analytics-Based Website Optimization
- Trade Show Collaterals
- ROI Metrics and Analytics
- White Papers
- Case Studies
- Email Marketing
- Presentation Decks
- Landing Pages
- SEO (On-Page and Off-Page)
- CRM Management
- Lead Qualification and Nurturing Workflows
- Social Media
- Branding and Marketing Audit
From the big ideas to the little details, we brought marketing expertise and a needed level of objectivity to help them better articulate their value to the market. A shift in positioning, brand image, and confident presence at public events all has led to increased brand recognition, demand for one-on-one demos of their product, a broader audience for their message, and warm leads that are primed for sales conversations.
Increase in Webinar Sign Ups
Of Attendees Downloaded a White Paper as a Result
Increase in Email Open Rate
In Email Click Through Rate
“It wasn’t just about creating a new logo; they spent the time learning who we are as a company and how we could translate this message to our prospects and clients. We rely on Golden Spiral’s expertise as an important part of our sales and marketing strategies. With their assistance, we have expanded our audience through social networks and have developed strong nurturing campaigns to keep our new audience engaged.”
— David Acevedo —
Senior Vice President and National Sales Director