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 […]
FinTech Marketing – No Field Of Dreams
The “Field Of Dreams” Overt Sales Pitch Recently we began an engagement with a new client. We spent some time teaching them about content marketing and how important it is to educate customers instead of pitching. “Yeah, yeah,” the director of marketing agreed. “But our customers are different.” — as though their customers would want […]
