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Survey: Marketers Working Closer with More Bank Business Lines – ABA Banking Journal

A recent survey conducted by the American Banking Association (ABA) Banking Journal has found that marketers are increasingly being pulled into more bank business lines.

The survey, conducted on more than 200 banks ranging in size from small regional community banks to large commercial banks, revealed that marketers are now playing a more influential role across multiple business lines within their institution.

Key Findings from the Survey

The survey identified the following key findings:

  • The participation of marketers in bank business lines is on the rise, with 65% now taking an active role in some or all of the core business activities.
  • Marketers are most active in product launches and the development of customer acquisition and retention strategies.
  • Marketers are also working closely with branches to ensure that staff are properly trained to pitch products and services to customers.
  • The data suggests that marketers are viewed as a valuable resource when it comes to driving bank growth, and their involvement is seen as a critical element of the overall success of the bank.


The survey findings demonstrate that marketers are now playing an increasingly important role in helping banks to grow. This is in part due to their ability to provide insights into customers’ preferences and behaviors, as well as their experience in developing product launches and customer acquisition and retention strategies.

As banks continue to look for ways to increase engagement and profitability, marketers will remain a valuable asset and it is likely that their involvement across multiple bank business lines will only increase in the future.