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 17th, 2014
The world of financial management and services has been with us since the medieval period and beyond. But like many age-old business industries, it’s hastening to adapt technological trends like online marketing and lead generation.
Getting B2B leads from online queries is now a norm among organizations both inside and outside the financial services industry. Thought leadership and customer service are considered the new forms of marketing.
But as many prospects are finding these trends convenient, it also leads some to overestimate the value of online conversation in solving a prospect’s and setting an appointment.
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 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.