Maximizing the lifetime value of each existing customer can help retailers create incremental gains in the millions over time. To do this effectively comes down to strategy, and ultimately understanding your customers, their behaviors, and what drives them to purchase.

Believe it or not, because of digital saturation, Millennials and Gen Z may be more open to direct marketing than financial marketers may realize. And, thanks to improved modeling techniques and new printing technology, direct mail can be highly targeted and personalized.

Financial marketers typically use addressable marketing for consumer campaigns, but with business banking increasingly competitive, banks and credit unions need the most effective tactics. Properly adapted, addressable media can help locate top B2B prospects.

Today’s B2B buyers expect brands not only to understand who they are and what they need, but to also meet them at every stage of their buying process with personalized content aligned to their journey. These new expectations, following on the heels of the corresponding evolution of consumer-side buyer demands, represent a profound transformation of the B2B marketing model.

It’s worth the time investment to consider how we can continue to evolve our advertising strategy along with the biggest platforms.