When credit unions think about ways to drive growth, marketing may not be the first thing that comes to mind. But marketing shows enormous potential in this area.

If marketing integrates well with the rest of the credit union, it ensures that goals and messages are clearly understood across departments and communicated to members.

This episode of the CUNA News Podcast features James Gilbert, head of marketing at CRMNext, a CUNA associate business member at the choice level.

Gilbert says that marketing needs to be the communication channel for every function of the credit union to break down siloes between departments and effectively reach members. He also emphasizes the importance of personalization and data, the roles of contact center representatives and tellers in engaging with members, and more.

You can listen to the CUNA News Podcast in Apple Podcasts, Google Podcasts, Spotify, and Stitcher Radio.

In this episode:

1:39: How marketing can drive growth

3:05: Factors to consider for growth

5:35: Too much data or not enough?

7:45: Amplifying the message

9:36: "A cultural shift" for the whole credit union

11:33: Tools to facilitate growth-driven marketing

12:57: Measuring performance and setting goals