The firm’s new report, Financial Marketer Mindset, features interviews with marketing leaders from 11 global financial institutions and analyzes the responses to call out the common best practices in creating and executing an effective marketing strategy, and how technology is being used to support these efforts.
Key challenges identified by participants:
Marketers interviewed cited the need for greater personalization of messaging and more consistency across channels for clients to reach the right contact (whether it be a sales person, account manager, etc.) when they need to, on any device.
Communicating with a focus on quality over quantity and providing the option for human interaction during the customer experience is key to building their trust, marketers said.
Marketers interviewed suggested thinking in terms of revenue, profit, and ROI will be most useful to convince senior leadership to adopt a new marketing strategy.
Looping in sales from the start and making sure each team’s technology platform is in-sync will help avoid communication problems down the road, marketers said.
Understanding the changing needs of customers, adapting, and reinventing is a continuous process that will help the customers get the information they want when they want it.
“Understanding the usefulness and limitations of technology is key to helping marketers address some of the biggest challenges they face today,” said Gavin John, co-founder and CEO of StoneShot, in a news release. “Our hope is that the findings within the report help financial marketers in creating effective marketing plans that drive growth for their firms.”