Press Release!

Needs to Leads featured
at NYBA conference.


Needs to Leads

A program that lets your customers tell you what they expect to buy from you and what's going on in their lives. They hand you the script to act as their trusted advisor.

About Needs to Leads

Needs to Leads combines personalized customer insight with an in-depth realization of customer needs. Implemented twice yearly, Needs to Leads allows customers to bring the bank's attention to their life events and financial goals. An integral part of the implementation is the expressed clear understanding that the bank will respond with valuable and specific solutions. The program employs an integrated media campaign, which can include email, a landing page, direct mail, statement inserts, teller cards, social media, and web banners. As an incentive to participate, the customer is offered the chance to win an attractive premium (currently a $100 gift card).

Needs to Leads Timing

The program generates an average of 100 leads from each branch every time it is deployed. Leads are distributed to the branch managers as they are received. The branch team is trained to call on the leads and to book appointments with customers to review customer needs and proposed solutions.

Needs to Leads addresses
3 important bank objectives.

1. Deepen customer relationships.

2. Act as a trusted advisor.

3. Foster a sales culture within the bank.

Needs to Leads is based upon

3 bedrock marketing concepts.

1. Your best customers are also your best prospects.

2. The more you know about your customers,
    the better for you and for them.

3. Your customers trust you.

A successful program...
Calls for a knowledgeable team of enthusiastic pros, brimming with creative
solutions to today’s marketing challenges. With expert account direction and
award-winning copy and design, the Needs to Leads team is at your service.

Bob Green
President & Creative Director

Mary Bonaccio
Director of Client Services

Jeff Hughes
Strategy and Analysis

Rock Miller
Assistant Account Executive

Bob parlayed his Amherst degree and Army Intelligence training into a job as an award-winning copywriter on Madison Avenue, and spent a decade there as a real Mad Man before moving to Saatchi agency in upstate NY. He was a co-founder and creative director of Saatchi Direct, and since 1995 has been the President and Creative Director of The Verdi Group. Bob has worked on international clients whose names begin with every letter of the alphabet. In financial services, he has won many awards for banks, insurance companies, and brokerage firms.

Helping banks with sales challenges to shatter previous campaign results, Mary has worked with nearly a dozen financial clients including Citibank, Chase, ESL, Excellus, First County Bank and Five Star Bank.  She has helped many of these clients surpass their expectations and grow their business with inventive approaches to key challenges. Mary prides herself on developing long-term client relationships. You’ll get a partner who’s in it for the long haul, with the intent to make you and your programs a huge success.

Jeff is responsible for Needs to Lead's strategy development, market research and analytics. He also serves as a partner at CCRG, a customer care and business process outsourcing firm. Prior to Needs to Leads he was Managing Director/ Chief Strategy Officer at Mosaic Marketing, a leading financial services customer communications and direct marketing agency. He began his career at M&T Bank, serving in several marketing and product management roles.

As your day-to-day contact for all project details and deliverables, Rock will work with you to ensure that campaigns progress and execute seamlessly, on time and on budget. He has experience with digital acquisition programs, business to business lead generation and bank foundation programs. Rock currently supports financial and SaaS clients with their initiatives.

Current Needs to Leads Programs

Now its fifth year, this integrated effort produced an average of 100 leads per branch. In the first few months, the account opening rate was 40% above the norm, with over $4 million in new balances. The centerpiece of the Needs to Leads campaign was an online customer needs survey which was promoted through a variety of channels including email, social media, website banner, statement insert and in-branch collateral.

The Needs to Leads effort for Five Star Bank generated thousands of leads, surpassing expectations and supporting the Bank's ambitious sales culture. The integrated campaign was anchored by a customer needs survey that uncovered upcoming life events and financial goals, giving the branches a ready-made sales opportunity.


Needs to Leads is in the news!

 (Click image to download article)

April 11, 2017
Needs to Leads featured
at NYBA conference.

 (Click image to access the article)

September 2, 2016
Needs to Leads program featured in ABA Bank Marketing!

Your Customers Are Your
Best Prospects

 (Click image to access the article)

July 7, 2016
ABA Bank Marketing features
Needs to Leads program!

Identify Customer Needs
to Build Trust

(Click image to download article)

Needs to Leads—or How to Succeed in Banking by Putting Some Teeth into Your Sales Training

Learn more about how Needs to Leads could work for you!


Please submit the form below and we'll be in touch.

Submitting Form...

The server encountered an error.

Form received.

Mary Bonaccio, Director of Client Services

585-381-4275, direct extension 201


Needs to Leads is a product of The Verdi Group.