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1、AI for Financial Services Marketing BlueprintSponsored By 2023,Marketing AI Institute,All Rights Reserved.Published July 20232|AI for Financial Services Marketing Blueprint3 Why Artificial Intelligence Is a Must for Financial Services Marketing and Sales How to Ensure Compliance When Using AI Tools

2、34 What Is AI,Really?3 Core AI Applications 56 How to Determine the Right AI Use Case for Your Firm Content 6 Regulation and Brand Compliance 6 Social Media 7 Client Prospecting 78 Top Marketing AI Tools for Financial Services 11 Why the Future of Your Firms Marketing Depends on AI About Marketing A

3、I Institute 11 About Drift 11 Table of Contents3|AI for Financial Services Marketing BlueprintFinancial services firms offer some of the most sophisticated products and services on the market.They service wildly diverse customers and offer drastically varying solutions to differing problems.Yet most

4、 of these firms prospective clients are asking the same question:Why cant I buy the way I want to?That is,on their terms.By self-educating and talking when theyre readywhich doesnt necessarily mean always picking up the phone to have a chat with a lender.They want easy-to-navigate resources that get

5、 them the answers to their questions quickly and simply,without roping them into a rigid sales process that theyre not ready for.Getting clients what they need,when they need it,in their preferred format demands more digitization,personalization,speed,and ease of use from firms online presence and p

6、rocesses.And the numbers back it up.BCG reports that for every$100 billion in assets a bank has,it can achieve as much as$300 million in revenue growth by personalizing its customer interactions.The financial services market as a whole is expected to grow to$33.36 trillion by 2026.Prospective client

7、s have ever-heightening expectations for the buying experience.So it should come as no surprise that digital transformation in terms of artificial intelligence(AI),automation,and simplification of compliance-related processes is table stakes.For the volume of tedious work required to make one-to-one

8、 personalization a reality,AI is the only way to achieve it at scale.The good news is that you dont need a degree in data science or machine learning to take advantage of all that AI has to offer,and you dont need to put your compliance regulations at risk,either.You just need to understand:What AI

9、is and what it is capable of doing.What AI use cases are available for financial services marketing,and how to find the use cases that make sense for your firm.Which specific AI tools can create real business outcomes for you.Keep reading to learn all that AI can safely do for your firm.Why Artifici

10、al Intelligence Is a Must for Financial Services Marketing and SalesWhen leveraging AI for marketing,its important to remain compliant with FINRA,SOC2,Privacy Shield Certification,SSO,Cloud Security Alliance,Reg BI,PCI,GDPR,and other similar regulations.You likely already vet everything in your tech

11、 stack for compliance,and AI should be no different.Consider asking your AI vendors the following questions before you start sharing data with them:What are your compliance certifications?What are the specific requirements that you attest to being non-compliant with,if any?How are transcribed custom

12、er conversations and interactions stored and archived?How do you guarantee secure logins and role-based access controls for members of my team?Do you have a dedicated security team internally who keeps your systems up to date?Where does my companys data live once I integrate it with this tool?Do you

13、 have internal security training programs required of your team to maintain compliance?How to Ensure Compliance When Using AI Tools4|AI for Financial Services Marketing BlueprintMany firms shudder at the thought of an automated semi-sentient robot trampling compliance law and regulations in the name

14、 of better marketing.And they should.When implemented haphazardly,AI can be a risk to privacy and security.Fortunately,thats not what were talking about here when we say“AI.”Artificial intelligence is a category of technology,not a single tool.It represents a broad suite of tools that leverage smart

15、 machines in different ways.What does it mean for a machine to be smart?It means that AI uses machine learning to determine its own pathways toward achieving an overall goal(e.g.drive more sales).Machine learning requires human influence.First,humans train the machine by showing it data and teaching

16、 it to recognize patterns in that data.Using those patterns,the machine learns how to achieve the goals programmed into it.After a certain period of time,the machine starts to recognize those patterns,achieve its goals without human influence,and even iterate on its performance based on feedback.To

17、illustrate what we mean,lets compare how AI software would handle online support cases compared to the traditional software you may use today.Imagine you want to start offering an option for your prospects and customers to get their questions answered online versus only over the phone.Youd probably

18、take the following steps:1.Manually create a Contact Us web page and form on your website where site visitors can submit their requests.2.Wait for the questions to come in,and then manually route those inquiries to the appropriate person on your team who will follow up in an email.3.Maybe you add a

19、live chat function to your website and staff your team with live support agents.Your agents then manually answer each question as they come in.There are probably a number of tools in your tech stack that would help you with this process,but its still not very sophisticated.Every step of the way,you

20、have to have a human at their computer giving the software instructions on what to do.Its tedious,and its inefficient.What if you added AI to your tech stack?AI-powered marketing technology would:1.Instantly recognize how a person landed on your site as well as their previous interactions with your

21、firm to send a personalized greeting.2.Gather initial information about the individual and their question,and ask for follow up details as relevant.3.Pre-populate known information,such as email addresses,from your contact management system into questions and responses.4.Automatically answer simple

22、support questions.5.Route the individual to the most appropriate relationship manager along with the context of the inquiry for more complex questions.6.Schedule meetings for relationship managers if they are unable to chat live.What Is AI,Really?5|AI for Financial Services Marketing BlueprintAnd th

23、e best part?AI learns with every interaction it has on your site,so it gets better over time.Whenever a chat conversation is successfully completed,the machine remembers what worked well.It applies these learnings to the next campaign and incrementally improves the playbook instantly and at scale.Or

24、 take another example:If the same question continues to come up,AI suggests topics so that you can build immediate responses around what customers care about most and alleviate reps from redundant questions.What Is AI,Really?Machine learning isnt the only term youll hear in discussions of AI.Youve p

25、robably read or heard people using terms like:Deep learning:A subset of machine learning that recognizes and brings together complex patterns in pictures,text,sound,and other data by mimicking how the human brain works.Reinforcement learning:A type of machine learning model that uses environmental s

26、ignals(such as rewarding a machine for certain outcomes)to optimize toward a long-term goal.Neural networks:A collection of interconnected artificial neurons that power deep learning.Topic modeling:When AI identifies how words relate to each other and group with each other,enabling all sorts of capa

27、bilities like generating language and identifying recurring themes in content.Robotics:Robotics combines image recognition,facial recognition,and computer vision to power a physical machine.It is not AI,but rather powered by AI.Theres a lot of AI jargon out there,but for the sake of financial servic

28、es marketing,there are only three AI applications you really need to pay attention to:Language,Vision,and Prediction.Language AIThe ability for machines to understand and generate written and spoken words.Language AI technologies and terms you may encounter include:Natural language generation Voice

29、recognition Natural language processing Text analysis and summarization Sentiment analysis An example of Language AI is Gmails Smart Compose feature.You type an email,and Gmail predicts how to complete your next sentence.In financial services,Language AI can be used to write and edit any type of cop

30、yfrom emails and blog posts to landing pages and social media posts.Vision AIThe ability for machines to analyze and understand data from still images and videos.Vision AI technologies and terms you may encounter include:Object recognition Emotion generation Image generation Optical Character Recogn

31、ition(OCR)Video generation An example of Vision AI is the facial recognition feature on iPhones.Vision AI determines if the face it is seeing is the owner of the phones and,if it is,grants them access to the device.In financial services,Vision AI can create compelling,original images to be used on y

32、our website and on social media.Prediction AIThe ability for machines to predict future outcomes based on historical data.The better the data that goes in(the inputs),the better the predictions that come out(the outputs).Prediction AI you may already be familiar with include:Personalization Pattern

33、recognition Forecasting Recommendation An example of Prediction AI is credit card fraud alerts.The AI is trained on your historical data,and,based on your buying history,can predict fraudulent transactions.It then automatically notifies you of those data anomalies.In financial services,Prediction AI

34、 can help personalize your brand experience for every audience member,at scaleand make changes in real-time based on mountains of data.3 Core AI Applications6|AI for Financial Services Marketing BlueprintBetween Language AI,Vision AI,and Prediction AI use cases,its easy to wonder where to even begin

35、.We recommend starting your AI journey by taking a holistic view of your marketing programs and asking yourself three main questions.For each task,consider:Is it data-driven?Are you using data to do the task?Alternatively,do you have data you should be using to do the task,but youre not?Consider any

36、time you analyze customer demographics,transaction history,browsing behavior and other data points.Is it repetitive?Do you do the same thing over and over again to accomplish the task?Is there a list of defined steps that you follow to get the task done?Weekly or monthly reporting on your financial

37、product sales could fall into this category.Is it making a prediction?Are you trying to forecast an outcome or behavior?As examples,are you trying to predict what promotion a prospective client may respond to best?Or perhaps the best product price point to maximize sales?You dont have to answer“yes”

38、to all three questions in order to have an AI use case,but these questions are a great framework for creating your AI roadmap and prioritizing where to focus first to see the most impact from AI.Lets take a closer look at what your use case could be:Content Automatically outline,generate,and summari

39、ze long-form content assets,like ebooks and reports,to explain complex financial topics to audiences.Generate outlines,scripts,and transcripts for hosted webinars or partner webinars.Intelligently segment prospects to personalize content and messaging to a users specific financial data or goals.Segm

40、ent prospects based on website source and/or past site engagement,and then personalize content based on that activity.Automatically generate content ideas,story angles,and editorial calendars across various product lines and services.Regulation and Brand Compliance Standardize messaging to be inclus

41、ive and compliant across all content assets.Train your chatbot to speak only in the approved brand voice,to share specific resources,and to pass conversations over to a human when certain security topics are mentioned.Simplify complicated compliance regulation paperwork for internal team members wit

42、h comprehensive summaries.How to Determine the Right AI Use Case for Your Firm7|AI for Financial Services Marketing BlueprintSocial Media Generate eye-catching,conversion-focused visuals based on a text description.Create social posts based on long-form content created by your human teams.Find the i

43、deal days and times to post on social media for optimal engagement.Cater your posts to the various audiences that make up your ideal prospects and clients.Client Prospecting Automatically categorize sales conversations to recommend the right financial product or offering at the right time to custome

44、rs.Personalize one-to-one offers at scale.Identify and target new audience categories for your firms solutions.Provide product pricing recommendations by assessing complex data.How to Determine the Right AI Use Case8|AI for Financial Services Marketing BlueprintIf youve asked yourself those three qu

45、estions around data,repetition,and prediction and decided its time for your firm to try AI,check out these AI tools that were built with financial services in mind.Drift leverages client insights to help financial services organizations start the right conversation,with the right person,at the right

46、 time.Drifts Conversation Cloud includes secure,real-time communication tools and predictive insights that empowers sales and marketing teams to provide personalized financial advice that converts self-service browsing into assets under management opportunities and satisfied clients.With Drift,you c

47、an:Respond 24/7 through an online concierge:Securely answer questions,surface resources,and engage with prospects and customers anywhere in the world.Book secure online meetings with relationship managers:Clients can automatically book time with their relationship manager directly in a bot conversat

48、ion.Advise clients on new product investments:Use client insights to proactively engage with your top clients,make recommendations,or answer questions about an investment they are exploring.Deploy live chat:Let clients start real-time conversations with you via chatand seamlessly transition that cha

49、t into a secure video or phone call.Convert more site traffic:Provide relevant gated content or invitations to live and virtual events.Drift was tailor-made for regulated industries like yours.Some of the benefits include:Compliance with SOC2,GDPR,Privacy Shield Certification,SSO,Cloud Security Alli

50、ance,PCI,and FINRA.Secured archiving of documents and communications for legal,regulatory,or auditing purposes.Open API and integrations with platforms such as Dynamics,Salesforce,Microsoft Teams,Google Meet,Zoom,and Outlook 365.Top Marketing AI Tools for Financial ServicesSound good to you?START HE

51、RE9|AI for Financial Services Marketing BlueprintTop Marketing AI Tools for Financial Services AiAdvertising is a cloud-based Artificial Intelligence-as-a-Service(AIaaS)advertising platform that allows marketers to easily plan,predict and execute hyper-personalized advertising campaigns with full tr

52、ansparency,while gaining the intelligence they need to prove advertisings impact on the bottom line.This means powerful,high-impact ads that convert.Demandbase is a go-to-market platform built around Account Intelligence,which combines your sales and marketing data with its validated external B2B da

53、ta to help you find and engage with the accounts most likely to buy from you.It uses AI to make sense of everything,and then it helps you put it into action with Demandbase One.The result?Your team can spot opportunities faster and better understand where to focus their time and money.Eloqua is an i

54、ntelligent marketing automation sector of Oracle.With its numerous AI-powered functions like email fatigue analysis,send time optimization,subject line optimization,predictive lead scoring,and account engagement scores,Eloqua helps you create a smart and personalized email strategy that cuts through

55、 inbox clutter.MarketMuse is an AI platform that identifies your top content opportunities.The platform uses AI to tell you which topics to target and how to rank for them,and it even generates content briefs for those suggested topics.Plus,it can show you what other pieces of content are on Page 1

56、of SERPs missed,so you can beat out your competitors.Microsoft 365 Copilot combines your own Microsoft data with its large language models to extend your firms capabilities in any Microsoft programWord,Excel,Outlook,Teams,and otherwise.For example,you can leverage Copilot in Word to automatically ge

57、nerate a first draft of a blog.You can use Copilot in Excel to help you visualize your data faster.You can leverage Copilot in Teams for meeting summaries and suggested next steps.10|AI for Financial Services Marketing BlueprintTop Marketing AI Tools for Financial Services The Persado platform combi

58、nes natural language generation,machine learning,and experimental design to tailor marketing messaging to be in a language and tone that it knows will motivate individual users the mostturning words into growth levers for your business.Salesforce Einsteina layer of intelligence within the Lightning

59、Platformallows admins and developers to use the rich set of platform services to build customized,AI-powered apps.Tableau is a visual analytics platform that helps people see and understand data to solve problems.Tableau GPT,powered by Einstein(Salesforces AI)allows you to create stunning and inform

60、ative data visualizations with just a simple prompt.Tableau Pulsean AI-powered insights generatorlives within your teams Tableau view and offers personalized summarizations of your data.This means everyone on your team gets their own summary of changes in data in real time,so your relationship manag

61、ers never miss a spike in product interest and your marketing team never misses a beat on trends in website traffic.Writer is an AI writing platform built for teams.Unlike other GPT-powered applications,Writer is trained on your datayour best-performing blog posts,landing pages,social media posts,as

62、 well as your brand style guide so that you never have to worry about a runaway algorithm getting you in hot water with your compliance team.6sense uses AI to capture“intent signals,”or indicators that identify people who are likely to take a desired action,to help businesses improve their communica

63、tion efficiency and productivity.11|AI for Financial Services Marketing BlueprintAI has the power to simplify the complex process of making the financial services industry more buyer-friendly.It can help your firm provide one-to-one personalization in your marketingwhich,in turn,has a ripple-down ef

64、fect on revenue.In its report“The Future of Banking The Hyper-Personalisation Imperative,”Deloitte states that client experience is predicted to overtake price and product as a firms brand differentiator.And BCG reports that personalization can lead to annual revenue uplifts of 10%for banks.And if y

65、ou think you have more time,youre wrong.Industries everywhere,but especially financial services,are adopting and even doubling down on AI faster than you think.In fact,financial services has witnessed the largest growth in AI usage across all industries,and is the fastest-growing vertical adopting o

66、nline chat.Its time to get to work.About Marketing AI Institute Marketing AI Institute is a media,event,and education company founded in 2016 that makes AI approachable and actionable for marketers and business leaders.The Institute owns and operates the Marketing Artificial Intelligence Conference(

67、MAICON),AI for Writers Summit and AI for Agencies Summit;hosts The Marketing AI Show podcast;runs the AI Academy for Marketers featuring dozens of on-demand courses;and published Marketing Artificial Intelligence:AI,Marketing,and the Future of Business(Matt Holt Books,2022).Learn more at .About Drif

68、t Drift,the Conversation Cloud company,helps firms connect with people at the right time,in the right place with the right conversation.Using the Drift Conversation Cloud,firms can personalize experiences that lead to more quality pipeline,deposits,and lifelong clients.Drift brings Conversational Ma

69、rketing,Conversational Sales and Conversational Service into a single platform that integrates chat,email and video and powers personalized experiences with AI at all stages of the buying journey.Financial services customers have seen a 28%increase in web conversion rates and an additional 2,500 qua

70、lified leads added to their web channel annually since implementing Drift.More than 5,000 customers use Drift to deliver a more enjoyable and more human buying experience that builds trust and accelerates assets under management.Financial services firms reaping benefits with Drift include State Stre

71、et Global Advisors,Cetera,Fairway,Hines,North American Bancard,and Apex.Representing less than 1%of unicorns led by Latino founders,Drift is building an equitable,enduring company to transform the way people buy online.For more information,visit and follow drift.Why the Future of Your Firms Marketing Depends on AI12|AI for Financial Services Marketing Blueprint