2025 Bank Marketing Trends and How Demandbase Can Help You Achieve More

Bank marketers have spent the past few years adjusting to constant shifts. In 2024, they tackled fluctuating interest rates and shrinking margins. Now, with political and regulatory uncertainty defining 2025, marketing advisors say that banks should focus on an age-old indicator: deposit growth.

That means balancing three priorities: bringing in new customers, strengthening existing relationships, and keeping retention high. Pulling it off will require a shift toward more customer-centric, flexible, and tech-integrated marketing strategies.

Here are the six bank marketing trends shaping 2025.

Trend #1: Personalization at Scale

Personalized, hyper-targeted marketing continues to gain ground in banking, as it does everywhere else. The idea of delivering “the right message to the right customer at the right time” is more essential—and achievable—than ever.

Moreover, customers expect banks to understand their needs and address them with tailored messaging and solutions. Failure here will lead to irrelevance and customer churn, while effective personalization will lead to enhanced customer experiences, expanded revenues, and increased lifetime customer value.

How Demandbase Helps: Many banks struggle with leveraging their data for meaningful personalization, but Demandbase bridges the gap with its robust account intelligence. Using Demandbase’s data capabilities, marketers can analyze intent signals and pinpoint (and then pursue targeted outreach with) prospects most likely to open new accounts.

Example:

Rather than casting a wide net and chasing after everyone with your limited marketing spend, you can use Demandbase to hone in on a segment of high-value depositors, crafting tailored campaigns that encourage them to consolidate their funds with your bank. This level of precision enables you to get more bang for your (marketing) buck, as well as create more relevant and timely experiences for customers, all at reduced cost.

Trend #2: Performance Marketing

Bank marketers are increasingly accountable for helping their institutions hit revenue targets. Moving beyond traditional brand awareness strategies, performance marketing focuses on driving measurable, revenue-driven results.

How Demandbase Helps:

From account targeting to campaign optimization, Demandbase offers scalable solutions designed to connect (and attribute) marketing efforts directly to revenue growth. Imagine tying your campaigns seamlessly to business outcomes, such as generating qualified leads for the lending department or driving new depositors into highly profitable relationship tiers.

With Demandbase analytics and reporting tools, marketers can measure ROI with confidence. You’ll have a full suite of performance indicators to prove that your marketing isn’t just contributing to growth—it’s leading the way.

Trend #3: Data Analytics for Smarter Decisions

Data analytics remains pivotal for bank marketers. Reliable, actionable data is the foundation for every impactful campaign, whether it’s:

• deciding where to target engagement efforts,
• deepening customer relationships, or
• identifying retention red flags (and taking preventive action).

How Demandbase Helps:

Demandbase delivers the level of data sophistication necessary to succeed in 2025’s data-driven marketing landscape. Our platform’s ability to unify multiple data sources—such as customer segmentation, transactional behavior, and external market insights—means your team can better anticipate and respond to borrower or depositor behavior.

Example:

Want to pinpoint the difference between a “transactional” client who’s “one-and-done” and one likely to leave you in six to twelve months? Demandbase predictive analytics can flag these scenarios, giving your sales teams a head start on retention efforts.

Or, you can create data-backed cross-sell programs that target non-primary checking customers and incentivize them to widen their financial relationships with your institution and its offerings. The result? Data that informs action and drives results, not just insights that sit collecting dust on a shelf.

Trend #4: Automation As Game-Changer

Marketing automation is no longer a “nice-to-have.” It’s become the standard for banks that want to handle growing campaign complexity at scale, while keeping their costs down.

How Demandbase Helps:

Demandbase makes automation smarter—not just faster. Using the Demandbase platform, your team can scale and orchestrate campaigns effortlessly while personalizing customer interactions at every stage.

Example:

Banks that use automation to nurture leads—such as reaching out to customers who browsed savings accounts on your website but didn’t follow through—see measurable improvements in conversions. Demandbase ensures these touchpoints aren’t just automated but contextually relevant, ensuring stronger engagement with customers over time.

But automation doesn’t stop at lead nurturing. Campaign analytics through Demandbase can provide real-time summaries of who clicked, who converted, and where your next dollar of marketing spend should go.

Trend #5: Building Loyalty, Not Just Chasing Net-New Customers

Retaining and expanding relationships with your existing customer base remains central to any deposit growth strategy. Banks are increasingly focusing on loyalty programs and enhanced customer experiences in order to deepen relationships.

It’s a lot less costly to drive revenues with your existing customers than to chase endlessly after “net-new customers” who barely know you and might drop you for a rival with a better promotion. The “easy-come-easy-go” customers won’t sustain you.

How Demandbase Helps:

Demandbase doesn’t just help you understand your customers’ needs—it enables you to address those needs in a timely, relevant fashion through multiple channels. Here’s one simple use case: the platform can identify which of your high-value customers may leave, based on their intent signals and other data, and can then suggest retention strategies to you as “next steps” before they churn.

Example:

If a bank decides to deploy relationship pricing tiers or loyalty campaigns, Demandbase can simplify segmentation so a bank can target the right customers for premium pricing offers or exclusive events. Through the platform’s ability to centralize data from multiple sources, any bank can build impactful loyalty programs that stand out, offering value customers can’t find elsewhere.

Trend #6: More Alignment Across Your Organization

53% of marketers cite misalignment as a key barrier to success. Winning in 2025 will require marketers, sales, and operations teams to work in harmony like never before, acting as one unit to create value for customers. Demandbase facilitates this by breaking down silos, empowering every department to leverage shared insights and push toward aligned goals.

Example:

Demandbase equips marketers and anyone working on advancing customer success with one “source of truth” of data that connects everyone. Whether your top objective is adding high-value depositors, strengthening customer loyalty, or helping your team act strategically, unified data helps everyone work in tandem.

The Path Forward

2025 promises to be a high-stakes environment for bank marketers. The good news? By leaning into customer-centric strategies that reflect where the industry and its customers are trending, you can set your bank up for success, not just next year but well beyond.

With the right marketing technology, you’ll have everything you need to make bold, data-driven decisions and deliver tangible business results.

Ready to see how Demandbase can work for your FinServ org?