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?
April 28th, 2014
MasterCard’s Priceless campaign has been going on for 17 years. It’s been parodied, subject to memes, and is a household catchphrase.
But underneath the praise of pop culture, it says something else. It’s something that many in the finance sector constantly ponder about every day: value.
When you’re qualifying finance leads, what do they tell you about value? Specifically, what does it tell you about your own prospect’s pricing?
What are the things they just deem priceless?
April 12th, 2014
The activities associated with banking, accounting, and other financial-related functions have existed for as long as money itself. From Babylon and Rome to medieval Europe, accountants and financial advisors have always existed in some shape or form.
But while their roles and duties may have grown more complex, their cultural associations remain surprisingly unchanged for the most part. Money-hungry advisors. Penny pinching merchants.
Are these biases? Misconceptions? Actual truths?
In any case, any form of lead generation for accountants is compromised because of these perceptions.
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?