RHB Bank empowers its business units to speed up content publishing while improving lead generation with Magnolia DXP

Whether updating website content or launching new bank promotions, the Brand Marketing and Communications team frequently publishes new assets to digital channels. Waiting for IT teams to publish time-sensitive changes would not be feasible.

“We wanted to empower our marketing team to make updates swiftly and independently, without having to rely on assistance from IT,” says Luke Diep, Head of Brand Marketing and Communications at RHB Singapore. “Given the urgency of some updates, the team should be able to use visual editing, instantly preview changes, and then publish updates on their own.”

Before implementing a new DXP or Content Management System (CMS), the team had to be sure the new solution would work well with current technologies. “We needed a flexible platform that could integrate with our existing marketing stack, which includes our analytics tool,” says Diep.

In addition, the team wanted a platform with modular capabilities. “We wanted the flexibility to gradually add new functions, such as A/B testing, without any downtime,” says Diep.

While capturing information about potential customers is essential for aiding the sales team, the Brand Marketing and Communications team must be careful to protect sensitive data. “As a financial institution, we have to comply with rigorous data privacy regulations in Singapore,” says Diep. “Thus, we needed to ensure that our customer data is not stored in the CMS.”

After assessing RHB Singapore’s business and technical requirements, the bank’s agency, Teravin International, recommended Magnolia DXP. Members of the Digital Marketing and IT teams participated in the evaluation and selection process.

“Magnolia DXP has strong integration capabilities, a user-friendly interface, and a modular architecture,” says Diep. “The ability to add features later — without disrupting current workflows — made Magnolia a clear choice.”

With help from Teravin International, the RHB Singapore team achieved seamless integration with the bank’s existing tech stack. By facilitating connections with customer data and lead-gen tools, the Magnolia platform enabled RHB Singapore to start enhancing lead-gen journeys rapidly.

Meanwhile, a team from Teravin and Magnolia helped to ensure users clearly understood the new platform. “Onboarding was well-structured and phased, allowing us to bring teams onto the platform gradually,” says Diep. “We conducted workshops for content editors and marketers. At the same time, Magnolia’s intuitive interface helped reduce the learning curve significantly.”

The marketing team now uses Magnolia daily to publish content updates, launch campaigns and promotions, and review site performance. The easy-to-use interface means marketers have the independence to handle these and other tasks without requiring assistance from an outside vendor or the bank’s IT department.

“The component-based editing and WYSIWYG preview provide our marketing team with full control and confidence in what we’re publishing,” says Diep.

Marketers can now complete content management tasks much faster than before. “The Magnolia platform has enabled our marketing team to reduce content update and publishing time by 70 percent,” says Diep. “In addition to saving time and money, we have greater agility for responding to business needs.”

Accelerating the lead-generation process was a high priority for business teams. If sales team members could receive newly captured leads faster, they could contact prospects sooner and increase the odds of sales. Still, the RHB Singapore team had to ensure they were not retaining any newly captured customer information in the DXP.

“With Magnolia, we are able to easily integrate it to existing infrastructure, allowing the leads to be routed to the sales teams,” says Diep. “We’re not only delivering more relevant digital experiences to customers, we’re also providing a smoother journey from the form submission to sales follow-up.”

Given the team’s success with Magnolia so far, it’s not surprising that they are contemplating ways to expand their use of this composable platform for optimizing digital experiences. “We have already added new modules, including conversion analytics, and we’re considering others, such as A/B testing. We’re also looking to further expand personalization and explore AI-driven content recommendations through Magnolia integrations,” says Diep. “With Magnolia, we can easily add new capabilities without disrupting our existing workflows.”

Looking ahead, the RHB team is confident that Magnolia DXP will provide a flexible, scalable platform for building new digital experiences designed for banking customers in the future. “Magnolia is the kind of platform that grows with your needs,” says Diep. “We started with a basic set-up, and now we know we can expand and add modules over time without having to re-platform. This flexibility is something we appreciate very much.”