B2B Financial Services Marketing

Do you require a B2B marketing firm that is familiar with the intricacies of the financial services industry? Persona’s Media has a track record of creating strategies that fit the needs of financial services companies.

We are a team of professional B2B marketing professionals with extensive knowledge in B2B digital marketing planning, content creation, online lead generation, lead nurturing, and marketing automation.

Financial services marketing is unlike any other type of business-to-business marketing. It necessitates the capacity to distil complex goods and services into highly absorbable material, as well as the development of effective client retention methods.

We adopt an intellectual framework to your corporation’s marketing at The Lead Agency, identifying advertising choices, evaluating the potential expenses involved with them, and then selecting the best solutions that meet your company’s set aims and ambitions.

Persona’s Media can help you improve your promotional events, preserve vital connections, and provide suitable leads to build your clientele, whether you specialize in insurance, finance, or investment management.
Key Aspects of a Successful Financial Services Marketing Plan

1. Make a Unique Selling Proposition
Building a solid identity that is clearly expressed with your targeted audience to distinguish your financial company from others is very crucial in the finance system. In a marketplace where solutions are all quite identical, you must find strategies to differentiate yourself from the competitors and establish a compelling company. To accomplish so, you’ll need to create a special value offering as well as a strategic stance for your company in the sector.

2. Make Your Procedures Easier
Finances can be perplexing for those who do not work in the field. As a result, as a company in the sector, creating clear, simple processes for customers is critical. The target demographic should be informed about these procedures.

Attempting to make your target industry’s process easy, can be as simple as developing an easy-to-use and browse website. Adjusting your procedures lowers customer obstacles and allows you to produce more quality incoming leads that you really can cultivate effectively.

We have a track record of achieving quantifiable results by effectively implementing approaches and providing exceptional marketing solutions.

3. Establish Long-Term Partnerships
For organizations in the finance industry market, constant engagement and building relationships with customers are critical. Relationship marketing is essential for this. Customer engagement depends on the personal consumer to guarantee that they are aware of the core demographic and what they anticipate from your company. You can address your consumers’ specific demands, provide quality, and build consumer devotion when you completely acknowledge them.

Developing relationships allows your organization to receive repeat business, which is less expensive than obtaining new customers. Furthermore, especially delighted consumers may tell others about their outstanding experience, leading to positive word-of-mouth that generates more prospects for business.

To produce successful digital marketing efforts in today’s digital economy, marketers must wear numerous hats and use a variety of platforms. Because of the complicated complexity and benefits of the asset or services of the firm, marketing initiatives in the B2B area can take a long time to produce, especially in the financial services industry, implying a long sales cycle. Using the expertise of a marketing firm can help financial services organizations transform their marketing tactics.

In this article we will talk about the challenges that there are in financial services marketing and what the solutions are.

Challenge No.1

Reliability of the brand
It’s no easy task to keep proficiency throughout different aspects of a financial marketing strategy. However, this is not a specific difficulty to the financial services business, financial firms must address it to succeed in their marketplace.

Silos are one of the challenges that improve financial brand consistency difficult. Because of the industry’s rigidity (thanks in part to laws), most divisions do not (or cannot) share information.

Because there is no bridge between consumer service and advertising, for instance, each department’s leaders are permitted to apply branding rules in their own manner. Without defined brand rules, it will be impossible for a customer service employee to stay on-brand when assisting clients.

Such gaps in branding incorporation produce brand discrepancies, which can either harm the company or render digital advertising activities useless.

There are three phases to resolving brand incongruence:

1. Create a single branding approach that incorporates all brand concepts.

2. Convert the plan into clear and well-defined brand standards.

3. Incorporate branding requirements into precondition procedures that are tech-enabled across the entire enterprise.

Challenge No.2
Regulatory/Compliance Marketing Problems

Financial services are one of the most heavily supervised businesses on the planet. Even violating one of the thousands of national, regional, and sometimes local restrictions can lead to lawsuits, expensive penalties, and damaged image. Furthermore, advertising networks impose their own limits on financial services advertising, prohibiting financial institutions from promoting specific services or targeting susceptible groups.

With so many constraints, it’s no surprise that most financial services firms cling to conventional or tried-and-true marketing methods. This method, on the other hand, produces bland marketing content that refuses to make a significant impact.

Use a digital asset management system with built-in regulatory measures that has been professionally installed. DAMs add another layer of automated responsibility to ensure all assets distributed satisfy compliance obligations, as human factor is the most major difficulty with adherence management.         

Challenge No.3
Monopolistic tendencies
Banking, insurance, investments, and accountants are all elements of commoditization in banking and finance marketing. 

Financial institutions are finding it difficult to distinguish their economic goods on both a product (creation) and communications (communication) level as a result of commoditization (marketing).

How can you be different if clients think your products are comparable with those of a rival company? How do you prevent a dive to the bottom where the sole differentiating factor is cheaper prices?

Differentiation and packaging can help you avoid falling into the commercialisation problem. Consumers can be segmented using a CRM system to determine which consumers should not be served. Utilize imaginative grouping to add another layer of intricacy and distinctiveness, concentrating on the whole benefit received by the client and rendering side-by-side evaluations less appealing.

Challenge No.4
Financial Services Sector Is Extremely Competitive
Financial services is one of the most challenging markets on the planet. A super competitive climate exists in all sub-sectors of the sector, including tax consulting, community banks, accountancy, wealth management, and insurance firms.

In such a marketplace, technological democracy provides everyone with the same marketing strategies, skills, and motivations, making it incredibly hard to distinguish out or remain abreast for lengthy periods of time.

How do FSPs come up with marketing techniques that stand out and aren’t readily duplicated by rivals? What can they do to gain a long-term competitive benefit?

In a super competitive economy, expertise is really the only sustainable benefit. Utilize content marketing, for example, to build a long-term competitive edge that generates a rising amount of organic leads while maintaining a steady marketing budget. PPC-CRO (pay-per-click conversion rate optimization) and SEO (search engine optimization) are two other sectors where expertise can pay off handsomely.

Challenge No.5
Customers who are digital natives
Customers that are digital natives want complete digital interactions throughout their whole consumer journey. Rather than being directed to a website page, they expect to be given a marketing email that displays a deal right in a company’s mobile wallet.

Furthermore, they anticipate financial firms to provide the same online experience that they have grown to expect from Google, Facebook, and Amazon. FSPs face a big problem in meeting these great standards, as the majority of them lack the funds to accomplish such complex digital products.

 A financial company’s customer-centric technology platforms can be as basic or as complicated as it wants. If you’re going to design a mobile app, for example, make sure it’s a solid, modern software that provides a great user experience. If you don’t have the resources, forego the application and rather than give an excellent digital encounter via a-well produced webpage.

Challenge No.6
Consumer scepticism
Only 43% of individuals feel banks are truly concerned about their long-term economic well-being. Furthermore, the 2007 financial meltdown, albeit nowadays a distant memory, badly harmed financial customer credibility, which has yet to make a full recovery.

Effective communication is important in the financial industry since it relies significantly on connections. It becomes exceedingly challenging for FSPs to retain consumers and establish a customer base without a strong trust-building foundation, such as educational resources and clear pricing.

In fact, since they value them more, most consumers are flocking to technology giants like companies like Amazon, as well as creative start-up’s like Stripe and Square, for banking breakthroughs.

To build credibility and develop customer retention between prospective consumers, make connection development a priority. Content marketing is one technique to develop connections with your client base. Clients will see you as a trustworthy person who can assist them make the correct decision if you provide them with accessible, informative, and impartial material.

Challenge No.7
Application of Big Data and Customer Analytics
FSPs can benefit greatly from big information, artificial intelligence (AI), and prospective customer insights. Regulators governing private information, safety, and handling, on the other hand, continue to be a key roadblock for most. At the same time, most FSP marketing teams lack the essential technologies required to gather elevated data and transform it into relevant insights.

FSPs find it difficult to collect and link important information sources from clients when it comes to customer insights. The majority of FSP websites lack even basic website statistics.

Most FSPs make terrible informed assumptions about what their consumers want or rely on partial information from restricted polls to make critical key decisions in the absence of a significant information and customer management plan.


Assessing and measuring the information you already have collected is the first stage toward a viable reporting and analytics approach.

Next, consider what other data you might be able to acquire and how you’ll handle and evaluate it.

Third, partner with a seasoned digital marketing firm to obtain accessibility to the skills and knowledge required to transform this data into actionable choices.Challenge No.8
The Reality of Omni – channel
The era of multichannel marketing has arrived, thanks to digitalization. Financial companies must provide a consistent user experience across all platforms related to the purchasing journey in order to compete in today’s market. Advertisers that used three or more platforms in a single campaign had a 287 percent better exchange rate than those who just used one.

The only issue is that implementing a successful omnichannel advertising strategy is both difficult and costly. Should banking companies avoid multichannel as a result? Certainly not. Here’s how they can make digital platforms part of their omnichannel approach.


Make the most of the material you already have. Incorporate each point of contact into a single technological architecture if your clients mainly contact you via phone and email. Whenever a consumer phones, you’ll already know what they’re talking about because of their past communications, and conversely. If the circumstances permit, you can also add other elements to your software platform, such as social networks, site chat, and virtual agents.

Challenge No.9
CustomizationThe majority of clients prefer to buy from companies that recognizes them and can provide them with personalized advise. However, 33% of clients who ended a business arrangement did so because the service was not customized sufficiently.

Consumers anticipate financial institutions to understand them personally because of all of the information they receive, therefore customization is an even greater issue in financial products. Leading to a shortage of a consistent client perspective, FSPs are unable to customize services. If there is limited connection across platforms, marketing efforts will be unable to combine cross-channel customer data to generate a 360-degree view of customers.

As a result, highly finance sectors are becoming more challenging to provide.

Customization is made easier with marketing automation. To create a single perspective of a client, start by connecting all digital marketing into a cohesive brand platform. Then, using categorization, create ads and material that are tailored to each group.

As you gather more information, you can improve and split the parts even more to provide even greater personalisation.

Financial marketing should follow suit as the finance industry faces upheaval and technological change. FSBs that wish to succeed in a post-digital environment must accept technology as a key business resource, rather of seeing it as a supplementary tool.

FSPs can establish a unified banking and finance market strategy that staved off rivals, caters to online customers, and enables the business to survive and flourish in a digital future by using technologies throughout all sectors, not just advertising.

Rethink how you’re going to increase consumer loyalty right now. Knowing all aspects of the client lifespan in the financial services industry is important for all current organizations, and fresh entrepreneurs and insurgents have a lot to gain. Our digital marketing agency, Persona’s Media, can assist you in welcoming new consumers and encouraging continued use and acquisition of these products. With best-practice tips and samples, as well as critical insight into boosting consumer loyalty and happiness by strategically improving your service excellence.