June 7th, 2014
Good business advice generates a lot of positive effects, marketing wise. It creates and nurtures trust. It establishes credibility. It sets up the sales-readiness that every financial lead generation is supposed to aim for.
But when it comes to advice, emotion tends to play a powerful role, even in ways that often surprises B2B marketers. Take anger for example. You don’t need World War propaganda to see how prospect’s are more prone to action when you rile them up and point them to a common enemy.
Unfortunately, what happens when this backfires? What happens when your impassioned speech about certain financial ideals provoked the occasional backlash from a disappointed customer?
May 24th, 2014
Getting personal has worked small wonders for companies working financial services. Banks, advisors, and even accountants tend to work better with clients who actually treat their connection like a real, human relationship.
It’s also been said that the introduction of data technology can only improve those relationships by making it easier to know things about clients and prospects. More data certainly does improve lead generation campaigns and helps you predict buyer behavior.
And yet, is observing behavioral data and tailoring automated marketing responses really the way to communicate? Is it really the sort conversation that nurtures human B2B relationships?
May 3rd, 2014
Jargon in any industry is often less well-received by prospects (particularly those mistrustful of corporate culture).
Unfortunately, those who work in finance, accounting, and (perhaps most of all) insurance really get the short end of the stick when you play around with the terms too freely.
April 5th, 2014
Whether it’s actual financing, financial expertise, or other facets of the financial services industry, they’ve all been accused of ‘fooling’ and ripping them off hard-earned cash.
And while April Fools’ is long gone, it’s really painful to see folks recalling the stunts of other brands with a chuckle but casting a dark look towards your entire industry for even thinking of doing the same.
It’s like you dabbled in the dark side of being a trickster and now you can’t ever try and play the part again. Do you dare hope for more finance leads when everyone’s treating you like Loki from Thor?
March 22nd, 2014
When your target leads are women business decision-makers, it’s not a huge stretch to try and consider workplace gender issues, especially when you think tackling these can help you better understand and engage your leads. Be warned, though, that dwelling too much on things like these can backfire on your campaigns.