Esquire Financial Holdings Inc. increased its use of Salesforce technology to more effectively power its hyper-personalized sales and marketing initiatives targeted at law firms nationwide.

Esquire Financial Holdings, the holding company for Esquire Bank, National Association, is a branchless, digital-first bank, so it must cultivate and expand client relationships across all national digital channels through account-based marketing initiatives, according to a May 3 news release.

“As a client-centric, technology-focused bank, our continued investment in Salesforce technology plays an essential role in reaching our target market, as well as our future success,” CEO and President of Esquire Financial Holdings Andrew Sagliocca said in the release. “We meet our target clients on their terms and timeframe, in the digital channels and with the content that helps them achieve their business goals, not in traditional branches during traditional bank hours.”

Esquire largely uses technology to support customer and prospect engagements virtually, the release said. Esquire will now use artificial intelligence, sophisticated data analytics and personalization features to deliver timely and pertinent thought leadership content and experiences to customers and prospects through its increased engagement with Salesforce.

Esquire first used Salesforce technology, such as Marketing Cloud, Tableau and Sales Cloud, to better contact potential customers across the country, according to the release. Esquire's outreach to potential legal firms had previously been done through conventional sales channels, including state bar association events and recommendations. Esquire currently gets more than 50% of its law practice leads from digital marketing activities after only two years of using Marketing Cloud.

“Salesforce’s AI capabilities help determine the next-best communications while showing the most relevant content to the right people at the right time,” Esquire SVP and Chief Innovation Officer Kyall Mai said in the release. “Putting world-class content together with next-generation artificial intelligence will help position Esquire for continued long-term success.”