- Who We Help
Financial services technology providers usually specialize in one or more of the following segments of the financial services industry:
Markets and exchanges
Payroll and benefits
Trust and treasury services
While the financial services industry is one of the most profitable industries on the planet, it is a highly fragmented industry. And that fragmentation definitely impacts how IT channel companies approach financial services technology on a sector-by-sector basis.
As the industry continues its period of transition, there are a number of complex factors driving financial services technology adoption and innovation, such as the need for:
Better risk management
For nimble IT channel companies with financial services technology expertise, there are a number of opportunities with strong demand worth exploring:
Big data and analytics
BYOD/consumerization security management
Convergence of mobile, cloud computing, social media, and big data
Consolidated audit trail (CAT)
Execution management systems (EMS)
Low-latency network architecture
Market data aggregation
Mobile payments (e.g. ApplePay)
Order management systems (OMS)
Retail brokerage gamification
Regulation Systems, Compliance, and Integrity (SCI)
Because of the highly-fragmented nature of the financial services industry, it’s always been necessary for IT channel companies and technology providers in this space to use a highly-segmented marketing approach.
However, the challenge for financial services technology providers is that many of these “old school” marketing channels are rapidly losing their effectiveness. Why?
Quite simply, decision makers, like the population as a whole, got fed up with the limitations and annoyances of interruption-based, traditional marketing.
Think about, when was the last time you...?
Answered a phone call without checking caller ID
Watched the commercials for a TV show recorded on your DVR
Clicked on an untargeted banner ad on a website
Read a paper-based newspaper or magazine
Depended 100% on a salesperson to supply you with product information
The marketing game has changed drastically during the past few years, because of the rapid and widespread proliferation of mobile computing and social media. These changes have begun to make old school marketing channels, campaigns, and tactics anywhere from a “lot less effective” to “extinct.”
Did you know that 57% of the typical B2B sales cycle is over before a potential client contacts any vendor? (Source: CEB on “Why Solution Selling No Longer Works”)
So, if your financial services technology company isn’t in that consideration set, your company is either:
(a) not considered at all, or
(b) only contacted at the last minute for a time-wasting “bid” -- because your company is merely seen as an easily interchangeable commodity broker
The message is simple: Your financial services technology company needs a strong, authoritative presence in that 57% of the typical B2B sales cycle happens before decision makers contact any vendors. And inbound marketing is the best way for your company to be found and engage with potential clients at the right time.
Even more powerful, inbound marketing helps you to be incredibly precise with your segmentation and targeting -- critical for a highly-fragmented industry like financial services.
The overriding goal is for you to get your right content message in front of the right decision maker at the right moment.
Inbound marketing is all about helping your financial services technology firm:
Attract the right visitors to its website
Convert visitors to leads
Close sales with new clients
Delight clients for long-term retention
Learn more about how your financial services technology firm can use proven inbound marketing services to find clients, retain clients, and grow.