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In the fast-paced world of financial services, the traditional concept of “always on” marketing has evolved. Today, bank marketing leaders operate in a state of continuous adaptation—revising strategies, integrating new technologies, and responding to shifting consumer expectations in real time.
A prime example of this agile approach is First Horizon Bank. With $84.4 billion in assets, the commercial-leaning regional bank has navigated a turbulent few years, including a terminated acquisition bid by TD Bank. Throughout this period, Erin Pryor, Chief Marketing Officer and Head of Client Experience, has focused on transforming the bank’s digital footprint and internal culture to stay ahead of the curve.
Combating AI Invisibility with a Solution-Oriented Website
In June, First Horizon relaunched its website after ten months of development. This marked the second major overhaul in less than two years. While a 2022 redesign targeted the phase-out of third-party cookies, the latest update addresses a newer threat: the rise of AI-driven search engines.
Pryor notes that search engine optimization (SEO) has changed dramatically with the rise of generative AI. To prevent the bank from becoming invisible to search algorithms, the marketing team focused heavily on high-quality content and simplified navigation.
Key changes to the digital experience include:
- Ditching “Bankspeak”: Traditional industry terms like “retail banking” and “commercial banking” were replaced with intuitive categories such as “Everyday banking,” “Business banking,” and “Private clients.”
- Solution-Focused Paths: Visitors can navigate based on their specific profile, choosing from options like “Small business owners,” “Individuals and families,” or “Wealth management.”
- Prominent Resource Centers: Educational articles and financial planning guides are highlighted directly on the homepage to capture search traffic and build trust.
“A website is never truly finished,” Pryor says, emphasizing that keeping pace with search platform algorithms requires continuous updates and content creation.
Aligning Marketing with Investor Expectations
To craft a narrative that resonates with all stakeholders, Pryor recently joined First Horizon’s CFO, Hope Dmuchowski, at a major investor conference. The experience provided the marketing leader with a direct window into what shareholders and market analysts care about most—particularly deposit growth and liquidity.
This collaboration has helped Pryor refine how marketing data is packaged for executive leadership. By understanding the specific questions investors ask, the marketing team can better equip the CEO and CFO with clear, data-backed proof points regarding customer acquisition and brand equity when they meet with Wall Street.
The “H2H” Philosophy: Connecting Marketing to the Frontline
While digital tools and investor relations are crucial, Pryor believes the core of bank marketing remains human-to-human (H2H). First Horizon focuses heavily on the alignment between marketing campaigns and frontline sales teams in the branches.
To ensure corporate strategies match the reality of customer interactions, Pryor implements practical training initiatives:
- Branch Immersion: All of Pryor’s direct reports spend dedicated time working inside physical bank branches to see how marketing campaigns translate to real-world customer service.
- Contact Center Monitoring: Marketing staff regularly listen in on customer service calls to identify recurring pain points and understand consumer frustrations firsthand.
By keeping her team close to the frontlines, Pryor ensures that First Horizon’s marketing initiatives remain grounded in real customer needs rather than abstract corporate theories.
Source: thefinancialbrand.com