Top Quartile
Dan Marks
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Top Quartile brings you stories from the front lines of growth in community focused financial services. Each episode features thought leaders offering insights on what's driving growth in customers/members, loans, deposits, and digital channels at community banks and credit unions around the country.
Available episodes
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Oldest first
Nov 8, 2023
Strategies for smart growth going into 2024
Description: Chris Nichols, Director of Capital Markets at SouthState Bank discusses key strategies for growth in the current environment with Dan Marks.
Key points covered include:
* Chris’ background and role
* The interplay of balance sheet, income statement, and hedging strategies in the current environment
* How Chris’ team enables banks to implement the right balance sheet and customer tactics
* The importance of prioritizing customer relationship growth and picking the right areas to focus on in order to earn above the banks’ cost of capital
* Best practices in driving relationship deposit growth
* How data, machine learning, and practical analytics can and should inform prioritized focus
* Chris’ perspective on what we will all wish
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Oct 25, 2023
Using behavioral data to drive member experience improvements
David Eldred, Chief Experience Officer of Solarity Credit Union, joins Dan Marks to discuss how he has used practical behavior-driven data to be a foundation for driving growth and improvement of the overall member experience.
Key points covered include:
* David’s career progression and current role
* The growth trends that lead to a strategic imperative to put the member at the “center of the universe”
* Tools and techniques to discover member preferences and differences by persona
* How data drove the process and was used to tailor member communication
* Best practices for change management both inside of the credit union and with the members
* Key trends and emerging opportunities
* David’s hobby as a board game publisher. See this link to discover his game: RPG Battles Home - RPG Battles
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Sep 26, 2023
A leading Chief Digital Officer’s perspective on growth
Description: Doug Peacock, EVP and Chief Digital Officer of Associated Bank, joins Dan Marks to discuss how he is leading a Digital First/Product First strategic initiative to use digital channels to enhance the overall customer experience and profitable revenue growth at the bank.
Key points covered include:
* Background and current role
* Growth at Associated Bank
* The key growth drivers digital channels enable at the bank
* How advanced data analytics informs strategy and the impact AI will have
* Prioritizing engagement, retention, and originations with digital channel capabilities
* How the digital experience supports sales both in the digital channel and in other channels
* The changing role of the contact center to suppo
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Aug 23, 2023
Current state of the Martech ecosystem and where the puck is going
Scott Brinker, Editor at chiefmartec.com and VP of Platform Ecosystem at HubSpot, joins Dan Marks to discuss what the current state of the art looks like in the world of Marketing Data, Marketing Automation, AI, and the interaction of the different market participants.
Key points covered include:
* Scott’s background and experience in the space both as a founder of chiefmartec.com and in his
current role.
* Key trends related to marketing data, AI, and no code/low code capabilities.
* How the landscape has changed since first-generation platforms such as Unica, Eloqua, and Marketo.
* The key benefit of a platform-based approach and how it is particularly relevant in periods of
rapid innovation.
* Key considerations in highly regulated industries like financial services.
* Does Scott have a crystal ball that reveals the key trends to watch over the next 3-5 years? Tune in to
find out.
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Jul 26, 2023
Midpoint 2023 Industry Trends & Best Practices for Balance Sheet Growth
Tim Keith, CEO of Infusion, joins Dan Marks to discuss current trends, opportunities for raising deposits for banks and credit unions, interest rates, and best practices.
Key points covered include:
* Trends we are seeing as we work with clients all over the country at the start of 2H 2023.
* What we are seeing today regarding raising deposits efficiently and effectively with the huge focus on deposits over the last 6-9 months.
* Opportunities banks who need deposits should be focusing on as high probability wins and any similarities or differences for credit unions.
* How loan growth has changed with the current interest rate environment.
* What we are seeing regarding channel mix and best practices for execution.
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May 3, 2023
Using data to increase relevance and build better relationships
David Hall, SVP, DX Director with Bank of Hawaii, joins Dan Marks to discuss key lessons learned during his history working across the front lines and back office at Zions, MX, and now at BOH, using data and personalization to make a difference in areas that really matter to customers.
Key points covered include:
* David’s background and current role at Bank of Hawaii.
* What David learned mixing tunes in the 90s.
* What growth has been like at Bank of Hawaii recently.
* How David’s experience as both a banker and FinTech executive uniquely informs his perspective.
* How David sees consumer behavior changing fundamentally versus more cyclical changes driven by the economic/rate environment.
* What David thinks about the intersection of media channels and sales/service channels.
*
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Mar 27, 2023
Driving revenue growth through data-driven marketing and sales
Steve Mertz, EVP of Growth & Strategy with People First Federal Credit Union, joins Dan Marks to discuss how their team is leveraging data to boost member and revenue growth. Key points covered include:
* Steve’s broad background with banking and credit unions and how that has prepared him to drive the overall growth agenda at People First
* Steve’s passion for family and baseball
* The new executive team at People First being in place to accelerate growth after a period low to no growth
* The challenge in brand perception and delivery that had to be addressed as a foundation
* How to use data-driven insights to effectively coordinate marketing and sales activities
* Where Steve sees the puck going in applying data to generate tangible revenue outcomes
* Setting an array of proactive touchpoints to communicate to members in the way that they have signaled they prefer – including emerging channels like text and OTT video
*
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Mar 14, 2023
Building essential leadership muscles for strong growth
D.G. Markwell with Credit Union Leaders joins Dan Marks to discuss leadership skills, best practices, and habits that will be essential to maintain strong growth into the future. Key points covered include:
* How D.G.’s background growing a credit union from $100M to over $2B in assets set the stage for Credit Union Leaders
* How the mission of Credit Union Leaders helps the industry grow
* Competing with the big banks and supporting communities
* How leadership looks in the digital age
* Best practices in data-driven digital growth and keeping a heart and passion for the community
* How credit unions under $5B can tap into essential data-driven expertise without having to hire full time
* Leadership essentials looking out 36 months, including: Empathy, mental health, digital transformation, the culture of data-driven decisions, financial education, marketing, and product development
*
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Mar 1, 2023
How technology enables a great member experience
Drew Manning, CIO at KeyPoint Credit Union, joins Dan Marks to talk about how technology enables KeyPoint to deliver a great member experience today and into the future as the landscape changes. We specifically talk about:
* Drew’s background and current role as CIO, along with his hobby as a Jazz musician (Drew’s Jazz Spotify channel)
* Recent growth at KeyPoint
* Drew’s experience as a developer and how that informs his approach to leading as CIO
* Key growth drivers
* The role of data analytics – both historical trending and forward-looking predictive
* Managing risks to protect the member experience
* Drew’s perspective on where the technology landscape is going
*
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Feb 1, 2023
The 10-billion-dollar answer – lessons learned from generating tangible results
Tim Keith, CEO at Infusion, joins Dan Marks to discuss what it means to deliver over $10 billion in balances for clients, how that connects to the Mission, and key lessons learned along the way, grounded in deep analysis of what actually drives tangible results. Key points covered include:
* The $10B response balance milestone
* What this means for clients and how it connects to our Mission
* Lessons learned across four key performance optimization dimensions:
* Audience selection and the capacity/propensity equation
* Offer structure related to product mix
* Creative/positioning
* Channel mix including digital and OTT/CTV
* How results are tracked and optimized
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Jan 18, 2023
Insights from Banking and Fintech with Ashish Agarwal
Ashish Agarwal, CMO at Kin Insurance (previously with Prosper), joins Dan Marks to discuss leaning in with strong analytics, customer, and commercial orientation and building a talented team to drive results. Some of the points we highlight in this episode are:
* Ashish’s background and progression through roles at Capital One, Remitly, Prosper, and now, Kin
* Observations on growth drivers and current consumer behavior from the FinTech perspective
* How the interest rate environment affects the marketplace
* How to use data and insights to inform marketing strategy
* Lessons learned from recent changes in consumer behavior and preferences
* How Brand and Performance disciplines in marketing work together to drive results
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Jan 4, 2023
Building a brand based on mission and rooted in the community with Stephanie Dennehy
Stephanie Dennehy, Chief Marketing Officer at Cape Cod Five, joins Dan Marks on this episode to talk about some of the best practices for community banking. Stephanie has been in banking and financial services for 11 years and talks about the growth she has seen in her time in the banking industry. Some of the points we highlight in this episode are:
* Stephanie’s background and experience as a digital leader
* How Cape Cod Five expanded its leadership in business lending
* How culture and brand mutually reinforce each other
* How Stephanie’s marketing leadership has supported growth at Cape Cod Five
* How the mission of expanding financial wellness informs the go to market approach
* How the bank’s mission and values informed the key strategic decision to completely eliminate Overdraft fees
* How Cape Cod Five is implementing P2P payment systems to
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Dec 14, 2022
Top Quartile Guests’ Key Trends for 2023
Top Quartile brings you part 2 of our special year end episode as we talk with a few of this year’s guests on the show about what kind of things they are keeping their watching as we go into 2023 and what key trends they are seeing, strategizing for, and are excited about in the coming year in the banking industry. Guests appearing in this episode and links to their original Top Quartile episode include:
* Janelle Herrera, the head of Marketing and Business Development at OnTap Credit Union https://infusionmarketinggroup.com/podcast/tapping-growth-through-a-focused-strategy-w-janelle-herrera/
* Kim Vogel, Board Director TriCo and TriplePoint https://infusionmarketinggroup.com/podcast/the-board-of-directors-perspective-on-growth-in-community-banking-and-fintech-w-kim-vogel/kim-vogel/
* Tim Keith, Chief Executive Officer at Infusion https://infusionmarketinggroup.com/podcast/growing-deposits-at-attractive-cost-by-applying-advanced-data-analytics-with-tim-keith/
* Do…
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Nov 30, 2022
2022 Lessons Learned and Reflections on a Dynamic Year
Top Quartile brings you a special year end episode bringing back guests from the past year to talk about some of the key lessons they learned in 2022 as well as some of the books they have read that have helped shape strategies in the banking industry. Guests appearing in this episode and links to their original Top Quartile episode include:
* Kim Vogel, Board Director TriCo and TriplePoint https://infusionmarketinggroup.com/podcast/the-board-of-directors-perspective-on-growth-in-community-banking-and-fintech-w-kim-vogel/kim-vogel/
* Rick Claypoole, Managing Partner at Infusion - The Value of Customer Data For M&A https://infusionmarketinggroup.com/podcast/the-value-of-customer-data-for-ma-with-rick-claypoole/
* Douglas Scarboro, SVP of Federal Reserve Bank of St. Louis, Regional Executive Memphis Branch https://infusionmarketinggroup.com/podcast/helping-communities-thrive-and-fostering-payments-innovation-w-douglas-scarboro/
* Janelle Herrera, the head of Marke…
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Nov 2, 2022
Key Deposit Management and Pricing Best Practices with Neil Stanley
Neil Stanley, the CEO of CorePoint and a former Bank CEO joins host Dan Marks to talk trends and best practices on liquidity management. Neil has an extensive experience from his time working for a bank and running a bank as CEO as well as his current role at Corepoint. Neil has a passion for diving deep in understanding all of the levers that influence deposit growth at a bank and an interesting perspective that may be a source of new ideas and inspiration for enhancing your strategy.
* Trends across the industry related to liquidity management
* The catalyst for shifts in balance sheet priorities and how to get prepared for what is coming
* The balance sheet view compared to the customer view
* The value of personalization in setting deposit pricing and processes
* Updating processes and approaches for the mix of digital and personal channels
* Key take-aways and best practices
*
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Oct 12, 2022
Making a Difference and Driving Growth with Amber Callahan
Amber Callahan who leads marketing for 1st Advantage Credit Union joins Dan Marks how a data driven foundation for marketing leads to brand growth as well as product growth. Some of the points we highlight in this episode are:
* What growth has been like recently at 1st Advantage
* 1st Advantage’s marketing strategy
* How the 70-year legacy of community involvement builds the brand
* Using data and analytics as a strong foundation for the entire marketing plan
* Best Practices and lessons learned
* Advice Amber would give to her younger self
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Sep 14, 2022
Understanding customer needs and the innovation agenda w/Rilla Delorier
Rilla Delorier, who sits on multiple bank and fintech boards, joins Dan Marks on this episode to discuss how banks can ensure innovation gets the proper attention at the board and management level.
* Innovation from the perspective of a bank executive vs a bank board member
* How Rilla filters and prioritizes key information
* Understanding the customer perspective to inform strategy
* The importance of having people from different perspectives to spark inspiration
* Key innovation areas of opportunity for community banks
* Avoiding the ‘twin traps’ of being too aggressive and too massive on a transformation program as opposed to not doing enough
* 3 key lessons learned by Rilla that would be helpful for bank management
*
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Aug 31, 2022
Growing deposits at attractive cost by applying advanced data analytics w/Tim Keith
Tim Keith and Dan Marks discuss how smart banks and credit unions are able to apply practical analysis to create a data driven strategy that results in reaching funding goals and relationship growth goals at a lower total cost than other alternatives.
* Macro trends from across peer banks and credit unions
* Similarities and differences from prior rate cycles going back to the 1970s
* Differences between relationship and prospect driven approaches
* How personalized digital media changes the game
* Key lessons learned and practical examples
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Aug 17, 2022
Tapping growth through a focused strategy w/Janelle Herrera
Janelle Herrera, the head of Marketing and Business Development at OnTap Credit Union talks with Dan Marks about OnTap’s unique mission tied to their roots and it focuses the growth strategy. Dive into the history at the bottom of the bottle on this fascinating Podcast episode of Top Quartile.
* How OnTap Credit Union was founded
* What exactly is ‘beer culture,’ and how it relates to the credit union’s roots
* Where Janelle prioritizes the growth strategy
* Leveraging data analytics to inform strategy
* Engaging the community in unique ways
* Best practices at OnTap Credit Union
* Words of advice that Janelle would give to her younger self
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Aug 3, 2022
How to win awards and crush ROI goals w/Gentry Moyes
Gentry Moyes, Head of Paid Media at Mountain America Credit Union, goes behind the scenes with Dan Marks to unpack the who, what, and why of the MACCEE award winning campaign that Mountain America recently wrapped up that used influencers to authentically promote the, 'My Style,' checking product.
* Gentry's background and current role at Mountain America Credit Union
* What growth has been like recently at Mountain America Credit Union
* Winning the MACCEE award at the premier Marketing Association of Credit Unions MAC event
* How the campaign came together
* The spark of inspiration based on mountains of analysis
* Going behind impressions to track the impact of the campaign on actual sales results
* What is next for his award-winning campaign
* Key lessons learned on managing the full campaign lifecycle from idea to tracking
Influencers:
* The Food Nanny
* Cupbop
* Devinsupertramp
* Studio C
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Jul 20, 2022
Credit, Digital Lending, and how to use data in new ways w/Jeff Keltner
Jeff Keltner joins Dan Marks in this episode of Top Quartile to discuss credit, digital lending, and how to use data in new ways to expand access to credit. Jeff is the Senior Vice President of Business Development at Upstart and has a Computer Systems Engineering Degree from Standford. Upstarts background and what need […]
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Jul 6, 2022
The Board of Directors Perspective on Growth in Community Banking and FinTech w/Kim Vogel
Join Kim Vogel and Dan Marks as they discuss the unique role of the board of directors in overseeing rather than executing a bank strategy. Kim serves on the board of directors for Tri Counties Bank as well as two FinTechs.
* How Kim’s background in Equity Research and FinTech startups informs her perspective
* The board’s role as overseer rather than management
* Effective board and management interactions
* How to assess and manage risk rather than try to eliminate it
* Keys to successful innovation and how to create a culture of “smart innovation.”
* Real world stories and examples from multiple chairs
* What Kim secretly wanted to be when she grew up and the advice she would give her younger self about pursuing a board role
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Jun 22, 2022
How culture and niche focus drives sustained growth at attractive ROEs w/Sean Kouplen
Sean Kouplen and Dan Marks discuss the culture of support and giving that Regent Bank has been thriving on both internally and externally, and how Sean has learned and developed his leadership strategy over the years as the Chairman and CEO at Regent Bank.
* How Regent Bank has generated sustained double-digit growth
* Regent’s use of technology enables their “niche is the new local” strategy
* Discover which niches Regents focuses on and why
* How building a culture of giving has attracted employees and customers
* Sean’s top 3 lessons learned around leadership
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Jun 8, 2022
Accelerating the buying journey through advanced CRM technology w/Nick Holland
Nicholas Holland and Dan Marks explore lessons learned from Nick’s perspective as a marketer and now head of product at HubSpot – a leading provider of CRM technology.
* How HubSpot has grown recently
* How HubSpot used the voice of their customer to inform the product and growth roadmap
* How orchestration of marketing, sales, and service activities via a CRM can turbocharge growth
* Omni Channel customer journeys and how to use best practices for banks and credit unions
* How platforms, integrations, and ecosystems are impacting the future of technology for the front office <
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May 24, 2022
How to use Digital Channels to Drive Tangible Growth w/Tim Keith
Tim Keith and Dan Marks provide an introduction and overview of the best practices to actually use Digital Marketing to drive tangible measurable growth. This overview comes from years of experience and analysis based on what does and doesn’t work at banks and credit unions around the country.
Highlights include:
* The Digital landscape and why First Party data matters so much.
* How capacity and propensity inform targeting and awareness and engagement, and drive results.
* How to practically orchestrate a true omni-channel growth strategy.
* How Digital marketing drives measurable results across channels both online and in branch.
* How real account tracking works across channels and devices in the crazy world of people using ad blockers and click blockers
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