As banks embark on event-based marketing (EBM) programs, they can choose from a large number of options. These vary in complexity of the program and its comprehensiveness as well as sophistication of the underlying technology. One size does not fit all when it comes to EBM, and banks can choose solutions and devise programs that are appropriate for their size and technology budget. SunTrust Bank was an early adopter of event-triggered marketing. This TowerGroup Research Note discusses how SunTrust pushed both its solution provider and its internal staff to define new triggers and refine the overall marketing and sales concept when it implemented its Sales Lead Program.
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