{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"How Esquire Bank reaches an audience that thinks it doesn\u2019t need to be convinced","description":"Last week, the ABA Banking Journal Podcast featured&amp;nbsp;the CEO of Esquire Bank, a nationwide bank with a focus on law firm banking. On the second part of this two-part series, the podcast welcomes Kyall Mai, chief innovation officer, to discuss how the bank reaches this niche market. With the goal of getting lawyers (\u201cwho are often very difficult to convince,\u201d he notes) to switch banks, Mai emphasizes the need for content marketing, data and top-shelf technology. Mai discusses Esquire Bank\u2019s content marketing site,&amp;nbsp;LawyerIQ, which has a unique value proposition of educating attorneys on the business side of running a law firm successfully. He explores how LawyerIQ\u2019s AI-driven tailored content helps the bank generate leads in a niche market. He also talks about the bank\u2019s use of Salesforce platforms and other technology services to compete for business. ","author_name":"ABA Banking Journal Podcast","author_url":"https:\/\/bankingjournal.aba.com\/tag\/podcast\/","html":"<iframe title=\"Libsyn Player\" style=\"border: none\" src=\"\/\/html5-player.libsyn.com\/embed\/episode\/id\/29466668\/height\/90\/theme\/custom\/thumbnail\/yes\/direction\/forward\/render-playlist\/no\/custom-color\/88AA3C\/\" height=\"90\" width=\"600\" scrolling=\"no\"  allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen><\/iframe>","thumbnail_url":"https:\/\/assets.libsyn.com\/secure\/content\/166269608"}