Buying committees for large purchases at financial services firms are growing. Recent research by CCGroupPR found that 52% of technology decisions at banks involved 10 or more people. Whenever a big tech investment is being considered, stakeholders from various functional and regional divisions have to reach consensus on a strategy in order to move a transaction forward. […]
Content Marketing to Build Advocacy in Financial Services
How big are your financial services prospects’ buying committees? A few months ago, I blogged about a recent study on how financial institutions buy technology. The study interviewed key senior-level buyers at financial institutions with more than 25,000 employees who recently made large technology investments. According to the study, 52% of these institutions have more than […]
How Financial Institutions Buy Technology
As a content marketer serving the financial services industry, I read a lot of research studies designed to uncover the effective B2B marketing trends. But almost all of them target horizontally. If they include a financial services segment, it’s unclear what kinds of companies are included. It could include everything from bookkeeping services to payment […]
Lead Qualification, the Buying Process and Content Marketing
How Can I Be Sure I’m Delivering Relevant Content to Leads? During a discussion in the LinkedIn B2B Technology Marketing Community, a group member asked, “How do you distinguish appropriate content for a marketing qualified lead (MQL) from a sales qualified lead (SQL)?” In my opinion, that question is company-centric, when the marketer should be more customer-centric. Content […]
Facilitating The Buying Cycle With Content Marketing
As a B2B marketer, a key aspect of your integrated marketing strategy is aligning your marketing programs and campaigns with the specific stages of your customer’s buying cycle. Failing to do this can make your content marketing efforts less effective, especially if your goal is increasing your lead conversion rates and generating revenue. Research […]
