The marketing profession has moved from art to science, with the use of new technologies powered by artificial intelligence (AI), with a level of personalization and real-time communication only dreamed of in the past. But, how does marketing change during a time of economic crisis? As opposed to using marketing to sell products, how can marketing be leveraged to help customers manage their finances and provide support during difficult times? Where speed, tone and clarity of communication is of utmost importance, how can financial institutions help consumers use channels they may be unfamiliar with and proactively provide financial solutions they may be unaware of? Today’s guest is Rohit Mahna, head of the financial services practice at Salesforce. He’s got an insider’s perspective on how financial institutions can use data and advanced analytics to meet consumer needs while building brand loyalty. We discuss how organizations can combine empathy with solution-based marketing, moving transactions to digital channels while remaining agile during turbulent times.

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