Where Banking Meets B2B: How M&T Bank Optimizes Customer Experience From Lead to Conversion

The importance of a modernized CX strategy to fuel a sales-driven B2B model

Digital transformation means brands must deliver superior customer experiences across a wide range of touchpoints to stay competitive, but 77% of B2B buyers have stated that their latest purchase was very complex or difficult. In today’s world of heightened expectations, even B2B buyers expect seamless experiences from marketing to sales, or digital to in person, so it’s more critical than ever for teams and processes to operate in parallel.

Account-based marketing strategies are designed to help B2B business models deliver more relevant experiences, but it’s customer data that fuels successful growth marketing and lead nurturing.

Join us with ActionIQ’s Head of FinServ Strategy & Insights Heidi Smith, M&T Bank’s VP of Martech Strategy, Chris O’Brien, and M&T Bank’s Assistant Vice President, Digital Marketing Manager - Business Banking, Brandon Koch, for a live, hour-long webinar as we discuss how M&T Bank is optimizing its B2B sales and marketing pipeline while navigating the nuances of a hybrid organization.


Tuesday, November 30 at 11am PT/ 2pm ET/ 7pm CET

In this webinar, you'll learn:

  • Why a modernized B2B tech stack is critical to manage the complexities of a sales-driven B2B model
  • The importance of effective audience targeting when working with multiple business lines
  • Insights into M&T Bank’s strategy across technology, people and processes to optimize cost per leads

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This webinar is sponsored by ActionIQ.