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Marketing
Guides

Comprehensive Strategy to Financial Services Marketing

Check out our guide to inform your marketing team about the best strategies and plans for financial services marketing. 

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The 6sense Team
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Home / Solutions / Financial Services / Comprehensive Strategy to Financial Services Marketing

Chapters

Chapter 1

Introduction

Chapter 2

Understanding Financial Services Marketing

Chapter 3

Benefits of Financial Services Marketing

Chapter 4

Crafting a Financial Services Marketing Strategy

Chapter 5

How Two Financial Services Giants Are Using ABM

Chapter 6

Content Marketing for Financial Services

Chapter 7

Audience Building in Financial Services

Chapter 8

Digital Advertising Strategies for Financial Services

Chapter 9

Leveraging Technology and Analytics

Chapter 10

Case Studies and Success Stories

Chapter 11

Conclusion

Table of Contents

Chapter 1

Introduction

Financial services marketers must reach beyond conventional marketing practices to win business customers. Tailored strategies are the linchpin for achieving differentiation and growth in the industry.

This guide will delve into the nuances of developing a marketing plan for financial services, exploring the significance of content marketing, advertising, and technology to engage your audience.

Chapter 2

Understanding Financial Services Marketing

Below are the unique characteristics of financial services marketing:

  • Regulatory Compliance: Financial services marketing is subject to stringent legal and regulatory frameworks. Firms must adhere to rules regarding transparency, fair practices, and disclosures of risks and fees.
  • Trust and Reliability: Establish credibility through client testimonials, industry credentials, and transparent operations.
  • Complex Offerings Simplified: Financial services often involve intricate products and strategies. Effective marketing materials simplify these complexities, enhancing clients’ understanding and confidence in these offerings.
  • Tailored Solutions: Recognizing the diverse needs of clients, financial services marketing emphasizes personalized and customized solutions. Highlighting the ability to cater to individual client requirements is integral to successful marketing in this sector, similar to marketing strategies for banks and marketing plans for fintech companies.
  • Reputation Management: Manage online reviews, nurture a professional online presence, and leverage positive client experiences to bolster your reputation.
  • Data Security and Privacy: Highlight robust data protection measures to assure clients of the safety and confidentiality of their sensitive information.
  • Highlight Value Proposition: Showcase the tangible benefits and marketing ROI you can offer. This could encompass areas like cost-effectiveness, risk mitigation, or improvements in financial performance.

Chapter 3

Benefits of Financial Services Marketing

The following benefits highlight the impact of strategic marketing efforts: 

  • Increased revenue generation: Thoughtfully crafted marketing campaigns serve as catalysts for lead generation, drawing potential clients toward financial service offerings. Furthermore, targeted marketing strategies facilitate conversion, turning prospects into clients.
  • Enhanced customer trust and loyalty: Strategic marketing initiatives are instrumental in fostering trust among clients. Transparent and credible marketing communications, coupled with client testimonials and case studies, solidify the foundation of trust — in turn, fostering long-term relationships.
  • Elevated brand recognition and authority: Consistent and compelling marketing contributes to heightened brand recognition within the competitive financial services industry. Through effective storytelling and value-driven content, you establish your firm as an authority in the field.
  • Risk mitigation: Marketing fosters transparent communication and educates clients about potential risks and strategies. It enables the promotion of risk management services and helps in building trust through clear, compliance-oriented messaging.

Chapter 4

Crafting a Financial Services Marketing Strategy

Step 1: Comprehensive Market Research

Gather and analyze market data specific to your industry, including market trends as well as customer needs, preferences, and behaviors. Qualitative surveys are powerful tools for understanding existing and potential customers. 

You can also use company databases to build a list of businesses that fit your ICP, then acquire intent data to spot the types of research those customers conduct online. This will help you understand:

  • how many potential customers are looking for solutions
  • the types of solutions they need, and 
  • the best way to position the products and services you offer.

Step 2: Audience Analysis and Segmentation

Segment your audience into distinct groups, and craft tailored marketing campaigns and messaging for each. Identify what prospects in your target market are exhibiting strong buying signals and actively seeking financial solutions. Engaging this high-probability segment allows you to allocate resources more effectively and drive conversions.

Step 3: Set Marketing Objectives

Establish SMART goals that provide a clear roadmap for success:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound

Adopting tools that offer predictive analytics and forecasting capabilities, you can set realistic goals, track progress, and evaluate the effectiveness of your marketing efforts.

Step 4: Choose a Marketing Mix

Develop a cohesive marketing mix tailored to your target audience’s needs and preferences:

  • Product: Articulate the range of financial services you offer and highlight their unique value propositions.
  • Price: Develop a pricing strategy that aligns with your target market and positions your services competitively.
  • Place: Identify the most effective channels and platforms to reach your target audience and distribute your marketing messages. 6sense’s AI-powered targeting capabilities help maximize your reach and engagement across digital channels.
  • Promotion: Develop a comprehensive strategy that includes various tactics like advertising, content marketing, social media, and other promotional activities.

Step 5: Strategic Budget Allocation

Measure key marketing metrics to optimize your budget allocation and make data-driven decisions that lead to tangible results.

  • Number of engaged accounts
  • Account engagement score
  • Account velocity

6sense’s advanced analytics can help you discern where and how to invest your budget for maximum impact.

Step 6: Performance Measurement and Optimization

Continuously monitor essential metrics — including those listed above — to validate your strategies, identify areas for improvement, and refine your marketing approach for future success. Implement a tool with comprehensive reporting and analytics capabilities that lead to action.

Chapter 5

How Two Financial Services Giants Are Using ABM

Morningstar and NASDAQ share how they are using 6sense to support their account-based marketing programs. Learn how they are achieving breakthroughs.

Chapter 6

Content Marketing for Financial Services

Content marketing enables you to:

  • Establish thought leadership
  • Educate your audience
  • Build trust with clients and prospects

However, in the highly regulated financial industry, creating valuable and compliant content can be challenging. Strike a balance between informative and engaging material by providing educational resources and case studies that showcase your expertise while addressing the pain points of your audience.

Use your website, blog, and social media platforms to share this content and engage with potential clients. Take advantage of industry-specific publications, forums, and online communities to reach a wider audience.

Chapter 7

Audience Building in Financial Services

Marketing success hinges on your ability to engage with and grow a niche audience. Develop buyer personas to effectively connect with different members of your target market. These help to understand the unique needs, pain points, and preferences of your audience, enabling you to create targeted marketing strategies that resonate.

Data is also crucial for targeting the right prospects. By harnessing the power of 6sense’s predictive analytics and intent data, you can identify in-market prospects — then deliver highly targeted and personalized marketing campaigns that speak directly to the needs and interests of your audience.  

Providing authoritative content plays a pivotal role in establishing trust and credibility within your audience. Many marketers make the mistake of hiding this valuable info behind forms. Gating valuable materials behind a form can inadvertently foster skepticism among your clients and prospects. Ensure content accessibility and openness to reinforce trust and authenticity and develop stronger connections with your audience. Thanks to new marketing technologies, you don’t need forms to find clients. 

Chapter 8

Digital Advertising Strategies for Financial Services

There are many proven digital advertising tactics: 

  • Paid search advertising: By bidding on relevant keywords, you can ensure your ads appear prominently in search engine results when potential customers are actively searching for financial solutions. This targeted approach allows you to capture the attention of individuals who are already interested in what you have to offer.
  • Social media: Platforms like LinkedIn offer robust targeting options, allowing you to reach companies based on size, industry, revenue, and more. Tailor messaging and creative assets to resonate with each audience and effectively engage potential clients. With the right tools, you can even use Facebook to target B2B audiences effectively.
  • Display advertising: Capture the attention of your target audience, increase brand visibility, and drive traffic to your website by strategically placing ads on relevant sites and online publications. Display ads allow you to showcase your expertise and build trust in the industry. 

Remarketing: Re-engage potential clients who’ve shown interest in your financial services but haven’t converted yet. By using tracking pixels and cookies, you can target individuals who have previously visited your website or interacted with your brand. 

Chapter 9

Leveraging Technology and Analytics

Staying ahead in the financial services industry requires harnessing the power of various technologies:

  • Marketing technology (MarTech) encompasses a wide range of tools and platforms. From marketing automation software to customer journey mapping tools, MarTech empowers financial services marketers to deliver targeted, personalized, and timely messages to their audience.
  • Customer relationship management systems (CRM) centralize customer data to facilitate seamless communication and enable personalized interactions. With greater efficiency and better client experiences, you can foster stronger relationships and drive loyalty.
  • Data analytics tools are the backbone of successful marketing initiatives. Valuable insights into customer behavior, preferences, and needs enable you to make more informed decisions, optimize campaigns, and identify growth opportunities.
  • Predictive analytics tools use historical data and algorithms to forecast future trends and customer behavior. This enables you to identify accounts that are more likely or closer to making a purchase, then proactively target them with relevant content.

In addition to providing its own insights into accounts and buyer behavior, 6sense integrates with popular MarTech tools — gathering, enriching, and resharing data in ways that help you drive more value from your martech stack.

Chapter 10

Case Studies and Success Stories

SEI, a global technology and investment solution for the financial services industry, embarked on a transformative journey two years ago. They were looking for better data consistency and alignment in customer engagement across its 4,000 employees worldwide. The challenge was to find and reach the right customers effectively. SEI’s traditional marketing approach was fragmented, and resulted in every prospect being treated the same due to a lack of personalized engagement opportunities. 

Enter 6sense. SEI created a centralized solution to unify marketing and sales initiatives, integrating 6sense, Salesforce, and Tableau. With real-time, actionable data, SEI gained insights into:

  • Online activity of accounts in SEI’s pipeline 
  • Keywords those accounts are searching, and
  • Signals from high-value accounts that weren’t in the pipeline

The result? SEI increased sales by 262% among new registered investment advisor (RIA) firms during the initial pilot, with assets under management soaring by 528% over six months. 6sense enables SEI to target the best revenue opportunities, automate personalized digital experiences, and leverage AI-powered recommendations for optimal engagement.

Chapter 11

Conclusion

The ever-changing nature of financial services requires an adaptable approach to marketing. By implementing the strategies outlined in this guide, you can drive business growth while fostering strong relationships with clients built on trust and reliability. 

Use this guide to evaluate and find gaps in your current efforts. If you need more help setting up or refining your ABM efforts, book a demo to see how 6sense can boost your ROI.

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The 6sense Team
6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.