What is Sales and Marketing Strategy of First Horizon Company?

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How Does First Horizon Company Thrive in the Financial World?

Founded in 1864, First Horizon Company has a rich history in financial services, offering a wide array of services across the Southeastern United States. This financial holding company has adapted its First Horizon SWOT Analysis to meet evolving market demands. Discover how this long-standing institution navigates the complex landscape of sales and marketing to stay competitive.

This exploration into First Horizon Company's sales strategy and marketing strategy will reveal how it attracts and retains customers. We'll delve into its business development initiatives, examining its digital marketing initiatives and brand positioning strategy. Understanding First Horizon's approach offers valuable insights for financial professionals and business strategists alike, especially regarding sales and marketing plan First Horizon and how it optimizes its sales process for financial products.

The sales strategy of First Horizon Company involves a multi-channel approach to reach its diverse customer base. This strategy is designed to integrate digital and physical channels to provide a seamless customer experience. The company's focus on digital transformation and customer relationship management is central to its sales and marketing plan.

First Horizon's marketing strategy emphasizes both traditional and digital methods to enhance brand visibility and customer acquisition. The company's strategic planning includes continuous improvements to its digital platforms and a strong emphasis on personalized customer interactions. This is supported by its commitment to business development through strategic partnerships and community engagement.

The company's sales performance is driven by a combination of its extensive physical presence and robust digital capabilities. First Horizon aims to optimize its sales process for financial products and services through continuous innovation and customer-centric strategies. A key component of its marketing campaign examples in financial services involves leveraging digital channels to reach and engage with customers effectively.

Retail Locations and Digital Presence

As of June 2025, First Horizon operated 223 branch locations across 11 states in the Southeast. The company's digital banking solutions saw a 15% increase in mobile banking users year-over-year in 2024. These channels work together to provide customers with convenient access to services.

Digital Transformation and Customer Acquisition

First Horizon redesigned its website in 2022 for a better user interface and continued to enhance it in 2023. This included upgraded web lead forms, gated content, and podcast features. In 2024, the company gained approximately 30,000 new customers, demonstrating strong retention and effective digital marketing initiatives.

Direct Sales and Relationship Management

Direct sales teams are crucial, especially in commercial and private banking, where personalized relationships are key. Bankers and treasury management sales officers are actively engaging with customers more aggressively in 2025. The sales team structure is designed to support these efforts.

Partnerships and Community Engagement

First Horizon engages in key partnerships and sponsorships to expand its reach. For instance, First Horizon Bank became the presenting sponsor of the Nashville 1/2 Marathon in 2024 and the official bank of the Valspar Championship in 2025. These events boost brand visibility.

Key Sales Channel Strategies

First Horizon's sales strategy integrates physical branches, digital platforms, and direct sales teams. The company focuses on digital innovation, customer relationship management, and strategic partnerships to drive growth. The company's approach is part of its overall Brief History of First Horizon.

• Omnichannel Integration: Combining physical and digital channels for a seamless customer experience.
• Digital Transformation: Continuous investment in digital platforms to enhance functionality and user experience.
• Relationship-Based Sales: Emphasis on personalized interactions, especially in commercial and private banking.
• Strategic Partnerships: Leveraging sponsorships and collaborations to expand brand visibility and reach.

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The company's marketing tactics are designed to build brand awareness, generate leads, and drive sales within the financial services sector. Their approach is multifaceted, leveraging both digital and traditional channels. This integrated strategy aims to reach a broad audience and foster customer engagement.

A key aspect of their strategy is a data-driven approach, with significant investments in data analytics and customer relationship management (CRM). This allows for personalized customer experiences and optimized marketing campaigns. The company's focus on digital and traditional media, combined with community engagement, reflects a comprehensive strategy to connect with their target market effectively.

The company uses a combination of digital and traditional marketing strategies. In the digital realm, they use content marketing, SEO, paid advertising, email marketing, and social media. Their website, redesigned in 2022 and enhanced in 2023, incorporates features like gated content and podcast features, along with SEO updates.

Digital Marketing Initiatives

In Q1 2024, the company allocated $20 million to digital marketing, which contributed to a 15% rise in mobile banking users. The company leverages AI and smart social media tools to improve brand visibility and deliver a connected client experience.

Website and SEO

The website redesign in 2022 and enhancements in 2023 included features like gated content and podcast features, along with numerous SEO updates. Microsites on the company's website sync with Yext Social, powering LinkedIn and Facebook profiles for a seamless digital presence.

Partnerships

The company partners with platforms like Yext for managing listings at scale and Hearsay for compliant, personalized messaging between wealth advisors and loan officers and clients. These partnerships help optimize brand visibility and client communication.

Traditional Marketing

The company uses traditional media and events. Their involvement as the presenting sponsor of the Nashville 1/2 Marathon in 2024 and the official bank of the Valspar Championship in 2025 exemplifies their use of events for community engagement and brand exposure.

Data-Driven Approach

Since late 2020, the company has been transforming its data analytics capabilities. They are building a measurement system to prioritize customer interactions, including updates to awareness, Net Promoter Score (NPS), and customer satisfaction (CSAT) methodologies.

CRM Transformation

A significant ongoing initiative is a CRM transformation aimed at enabling a 360-degree view of the customer. This connects all channel data to facilitate a seamless and integrated online and offline customer experience. This approach aligns product development, campaigns, and customer outreach.

Key Marketing Tactics

The company's marketing strategy includes a mix of digital and traditional tactics. Their digital efforts include content marketing, SEO, and social media. The company's involvement in events like the Nashville 1/2 Marathon and the Valspar Championship shows their commitment to community engagement.

• Digital Marketing: Content marketing, SEO, paid advertising, email marketing, and social media.
• Traditional Marketing: Event sponsorships and community engagement.
• Data Analytics: Building a measurement system to prioritize customer interactions.
• CRM Transformation: Implementing a 360-degree view of the customer.
• Partnerships: Collaborations with Yext and Hearsay to optimize brand visibility and client communication.

For a deeper understanding of the competitive landscape, consider exploring the Competitors Landscape of First Horizon. This provides valuable insights into how the company positions itself within the financial services industry.

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First Horizon Company's brand positioning centers on fostering strong client relationships, presenting itself as a trusted financial advisor. This approach aims to help clients and businesses "unlock their full potential with capital and counsel." This core message is a key element of their overall sales strategy, emphasizing problem-solving and partnership to differentiate from competitors.

The company's visual identity and tone of voice likely reflect stability, reliability, and a client-focused approach, aligning with its long history in financial services. They consistently aim for brand consistency across all channels, from physical branches to digital platforms. This commitment supports their marketing strategy and helps build a cohesive brand image.

First Horizon appeals to its target audience, which includes Wealth & Private Clients, Commercial Banking, Small Business Banking, and Retail Consumers, by demonstrating steadfast support, especially during economic fluctuations. This is clearly communicated through their 'Let's Find a Way' campaign, which features real client success stories. The company's diversified business model, strong capital levels, and disciplined credit quality further enable it to navigate industry challenges.

Client-Centric Approach

First Horizon focuses on building personal relationships with clients. This approach allows them to understand and address unique financial needs. This is a core element of their sales and marketing plan First Horizon.

'Let's Find a Way' Campaign

The campaign highlights real client success stories. It showcases the company's commitment to supporting clients through various financial challenges. This strategy aims to enhance First Horizon's brand positioning strategy.

Consistent Branding

First Horizon ensures brand consistency across all channels, including branches and digital platforms. This uniformity helps reinforce brand recognition and trust. This is a key element of their marketing campaign examples financial services.

Awards and Recognition

The company has received several awards, including being named one of America's Greatest Workplaces for Women in 2025 by Newsweek. These accolades boost their reputation and credibility. This supports their business development efforts.

First Horizon's commitment to customer experience is evident in its 'Deliver Excellence' retail initiative, implemented in early 2024. This initiative sets standards for consistent and exceptional client interactions, resulting in a 5-point increase in client satisfaction, reaching a 77% score since its inception. Furthermore, the company's strong net interest margin of 3.35% in 2024, despite declining interest rates, demonstrates its financial strength. For more insights into the company's performance, you can read about the Owners & Shareholders of First Horizon.

Customer Satisfaction

The 'Deliver Excellence' initiative improved client satisfaction. The initiative resulted in a 5-point increase in client satisfaction. This is a key metric for First Horizon's customer relationship management.

Financial Performance

The company maintained a strong net interest margin of 3.35% in 2024. This demonstrates financial stability and effective management. This is critical for strategic planning.

Awards and Recognition

First Horizon has received multiple accolades, including being named one of America's Greatest Workplaces for Women in 2025. These recognitions enhance their brand image. This supports their marketing strategies for financial institutions.

Digital Initiatives

First Horizon actively adapts its marketing strategies to balance innovation and compliance in the AI era. This includes digital marketing initiatives. This shows how they are using First Horizon's digital marketing initiatives.

Target Market

The company's target audience includes Wealth & Private Clients, Commercial Banking, Small Business Banking, and Retail Consumers. This shows their First Horizon's target market analysis.

Competitive Edge

First Horizon differentiates itself through a diversified business model, strong capital levels, and disciplined credit quality. This is a key element of their First Horizon's competitive analysis.

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The Growth Strategy of First Horizon includes various key campaigns that drive its sales and marketing efforts. These campaigns are designed to enhance brand awareness, build customer trust, and foster community engagement. The focus is on establishing strong client relationships and demonstrating tangible successes, particularly within the financial services sector.

These initiatives employ a mix of digital strategies, community outreach, and strategic partnerships. They aim to improve customer satisfaction, expand market reach, and reinforce the company's commitment to its clients and communities. By leveraging storytelling and impactful programs, these campaigns aim to differentiate the company in the competitive landscape.

These campaigns are integral to the company's overall sales strategy and marketing strategy. They contribute to the long-term business development goals, supported by strategic planning and data-driven performance assessments.

'Let's Find a Way' Campaign

This campaign, launched post-merger, aimed to increase brand awareness and build trust. It used real client stories to highlight the company's commitment to personal relationships. The digital strategy included targeted videos across its Southeast footprint, especially in newly acquired markets.

#DeliverExcellence Retail Initiative

Implemented in early 2024, this initiative focused on exceptional client service standards for retail associates. Training occurred through online courses, videos, and workshops. The company saw a 5-point increase in client satisfaction, reaching a 77% score.

Grants for Good Campaign

In 2024, the company awarded $1.6 million to 160 nonprofit organizations to celebrate its 160th year. This campaign enhanced brand visibility and reputation through community involvement. This strategy is crucial for marketing campaign examples financial services.

Community Partnerships

The company became the presenting sponsor of the Nashville 1/2 Marathon in 2024. In 2025, it was named the Official and Exclusive Bank of the Valspar Championship. These collaborations support community engagement and boost brand credibility.

Key Metrics and Outcomes

The 'Let's Find a Way' campaign saw quarter-over-quarter increases in media investment and impression volume. The #DeliverExcellence Retail initiative resulted in a 77% client satisfaction score, and the Teller Referral Tracker recorded 14,390 referrals within three months, with 5,997 resulting in closed/won status.

• The 'Let's Find a Way' campaign received eight marketing awards in 2023.
• The 'Grants for Good Campaign' supported 160 nonprofit organizations with $1.6 million.
• The company's community partnerships, such as the Nashville 1/2 Marathon and the Valspar Championship, enhanced its brand image.
• These initiatives are part of a broader sales and marketing plan for the company.

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