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Financial services technology providers usually specialize in one or more of the following segments of the financial services industry:

  • Financial Services Technology and Inbound MarketingBanking (including credit unions and credit card companies)

  • Financial information

  • Financial planning

  • Insurance

  • Investment banking

  • Markets and exchanges

  • Money management

  • Payment processing

  • Payroll and benefits

  • Securities brokerage

  • Securities trading

  • 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.

Top Problems Addressed by Financial Services Technology

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

  • Globalized workforce

  • Greater speed

  • More transparency

  • Protection against cybercrime

Financial Services Technology Opportunities with Strong Demand

For nimble IT channel companies with financial services technology expertise, there are a number of opportunities with strong demand worth exploring:

  • Asset management

  • Big data and analytics

  • BYOD/consumerization security management

  • Compliance

  • Convergence of mobile, cloud computing, social media, and big data

  • Consolidated audit trail (CAT)

  • Data management

  • Data security

  • Execution management systems (EMS)

  • IT infrastructure

  • Low-latency network architecture

  • Market data aggregation

  • Mobile banking

  • Mobile deposits

  • Mobile payments (e.g. ApplePay)

  • Order management systems (OMS)

  • Retail brokerage gamification

  • Regulation Systems, Compliance, and Integrity (SCI)

  • Risk management

  • Trading technology

“Old School” Marketing is Facing Extinction

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

  • Made a major purchase decision without consulting search engine results or your social network 

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

How to Use Inbound Marketing for Financial Services

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.

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