Financial services firms rarely lose the acquisition battle. They lose the relationship that comes after it. Most customers start with a single product, like a checking account, an auto policy or an investment account, and too often that first product never grows into the full relationship it should. A bank customer takes their mortgage elsewhere, a policyholder bundles with a competitor at renewal, and an investor moves their retirement assets to another advisor. The firm wins the account, then quietly loses the customer to indifference.
In this webinar, Vickie Valdez, Director of Financial Services Marketing at Act-On and Jennifer Pugsley, VP of Customer Success at Goose Digital, share a practical framework for orchestrating the onboarding-to-retention-to-cross-sell journey that turns a single-product customer into a primary relationship, whether you’re in banking, insurance or wealth management.
Vickie Valdez
Director, Financial Services Solutions Marketing, Act-On Software
Vickie Valdez leads product marketing for the Act-On’s financial services segment. She knows the challenges facing credit unions firsthand, having built marketing programs at First Tech Federal Credit Union and Rivermark Community Credit Union. Her experience spans multichannel campaigns, lead scoring and event strategy, including at B2B software company Viewpoint. She holds an MBA and a Project Management Professional certification.
Jennifer Pugsley
VP of Customer Success and Insurance Practice Lead, Goose Digital
With over 20 years of insurance industry experience, she combines deep industry knowledge with expertise in digital marketing, email marketing, marketing automation, MarTech, and CRM technology to help insurance providers drive measurable growth. Jen is also co-producer of Risk Takers & Trailblazers – Women in Insurance, a podcast highlighting the stories and experiences of women across the industry.
You’ll learn how to:
Build an onboarding journey that sticks.
Use the critical early months to drive engagement, build trust and set up the next conversation, whether that’s a second account, a bundled policy or a financial planning review.
Run cross-sell plays that feel relevant.
Use life events, behavioral signals and renewal or review moments to time offers that customers actually want.
Measure what matters.
Track products per household, share of wallet, retention and assets or premiums per client, and use those numbers to prove marketing’s impact.
Goose Digital is a leading digital marketing and MarTech agency specializing in intelligent, data-driven marketing solutions. Combining CRM technology, marketing automation, AI, and digital marketing strategy, Goose helps organizations connect marketing and sales, accelerate demand generation, and drive measurable revenue growth.
With over a decade of experience serving the insurance industry globally, insurance is one of Goose Digital’s core industry specializations. Our dedicated insurance practice supports carriers, brokerages, broker networks, and MGAs with integrated marketing technology, advanced email marketing, AI-driven strategies, and full-funnel performance reporting that connects marketing investment to business outcomes.
