How Principal Financial Group Successfully Uses Behavioral Science | Webinars | Events & Webinars | ANA

How Principal Financial Group Successfully Uses Behavioral Science

This event is over.

Getting people to make decisions about their savings isn’t easy. Inertia can be a very powerful force. And not just for financial marketers!

When marketers understand people’s mindsets, and their hardwired decision defaults, it can make a big difference. Discover how Principal Financial Group applies data and behavioral science to the strategy and creative in their integrated campaigns. And see how this helps them trigger automatic, decision-making shortcuts from their targets, increasing the likelihood they’ll engage and respond. 


  • Find out how Fortune 500 company Principal Financial Group executes marketing campaigns driven by a customer value model and behavioral science in order to reach their goals
  • See how to easily add behavioral science tactics to your marketing messages
  • Discover why some words and phrases pack more of a persuasive punch—and what data drives their selection
  • Gain tactics you can use right away to motivate response from your customers and prospects, regardless of your industry

Related Content


Start: Wednesday, November 9, 2022 at 1:00pm

End: Wednesday, November 9, 2022 at 2:00pm



Nancy Harhut
Chief Creative Officer
HBT Marketing

Gregory Long
CMO, Direct to Consumer Marketing
Principal Advisory Services