It’s impossible to talk to financial institutions as a singular entity. Within every organization there are unique audiences and aptitudes to consider. Effective B2B marketing conversations require code switching across touchpoints to address each party’s priorities.
When you understand exactly who to talk to and what excites them, you can find the magic words that grab the attention of every persona with purchasing power.
Sales and operations prioritize the big 3: revenue, costs and risk. Technical specs won’t captivate them the way value creation does. Underscore the benefits of your offering with tangible numbers. Think conversions, annual savings, speed to market, client churn and NPS scores.
The more effectively you address pain points in marketing materials, the higher the chance of finding a hook. Business leaders want to see how a solution fits within their overall strategy, both now and in the future.
✅ Quick tip: Avoid jargon—your goal is to make things clear, relevant and compelling.
Enticing metrics for business personas
✅ Quick tip: Develop one-pagers and slides that provide succinct summaries for time-pressed leaders.
Financial firms’ IT specialists dread complex installations, compatibility workarounds and post-launch maintenance. Simplicity is paramount. Highlight how solutions will easily integrate into their current tech stack and scale as the company grows.
Security and compliance should be front and center as well. Regulations continue to evolve, and digital platforms must be shown to maintain transparency and auditability. Describe the mechanisms for adapting to changing rules. Draw connections to frameworks such as SOC 2, ISO 27001, and PCI DSS where applicable.
Focus areas by technical role
✅ Quick tip: Explore features and integration processes in case studies and demo videos.
Bring the client’s client into the convo
Talking about what your solution does for organizations behind closed doors is great. But you must think about the larger ecosystem at play. How will a given product enhance relationships with partners, investors, and regulators? Broadening the conversation leaves room to highlight more real-world benefits that turn a skeptic into a buyer.
✅ Quick tip: Create client-approved materials that financial institutions can share externally.
We’ll help you become the multi-persona polyglot that captivates all stakeholders. Connect with us for more details on creating a revenue marketing strategy that blends technology and creativity to drive results.