Account-Based Marketing for FinTech

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"As we look to the future of money, the financial services industry has an amazing opportunity to reset, rebuild, and reimagine its products and processes. If we embrace change as a catalyst… 2020 will be looked back on as the year financial services evolved."

Tracey Davies

President of Money 20/20

There is no finite playbook for FinTech digital marketing, no one-size-fits-all guide. You can’t launch a singular ad set and expect the world’s greatest ROI the next day. Executing successful marketing campaigns in this industry takes time and consistency—especially if you want to build a reputable name, enduring customer relationships, and an overall sustainable marketing program.

Our role as a B2B digital marketing agency is to partner with your FinTech company to get your product or service in front of your target audience, assist with the upsell or cross-sell when applicable, and produce high-quality, high-volume conversions along the way.

Full-Service Account Based Marketing or Plug In Where You Need Help

1. Strategy

A FinTech digital marketing strategy is where we begin, starting with defining your buyer persona (as precise as you’d like) and mapping the buyer’s journey. From there, we focus on determining the assets you’ll need to execute your campaign, the message you want to communicate, and how you will track accounts as they move from the awareness to evaluation stages.

2. Assets

FinTech is inherently modern, yet accessible. Your content assets—whether it’s an ad set, blog post, or social media imagery—should reflect that, but in a poignant, nuanced manner.

Using eye-catching creative and clear, clever copy, you can navigate the ever-growing, ever-crowded FinTech space and provide engaging information for your audience or targeted audience to consume. White papers, case studies, blog posts, ad copy… all curated and personalized by buying committee, funnel position, and digital marketing channel.

3. Channels

While email and content marketing claim the majority stake in FinTech, we firmly believe in the importance of the multichannel approach. Programmatic, SEO, PPC, paid social, and marketing automation play effective roles for interacting with the customer—as long as your brand or product story is told in a consistent manner.

4. Integration

Your focus should be on your product, not how you’ll integrate with the tools used by a digital marketing agency. For us, that means we remain completely agnostic when it comes to CRMs, predictive software, Company Match tools, Intent data providers, or marketing automation. If you aren’t completely convinced by or loyal to your current tech stack, we’ll help you develop one that works for you—and build out a completely customized dashboard your entire team can use.

5. Reporting

If your reporting is out of sync, your marketing strategy, and eventually your budget, will feel the harsh effects. Our reporting structure, known as account scoring, looks at a variety of metrics across your campaigns—intent data, page views, on-site interaction, campaign score, and content score—in order to score and rank campaign performance and determine a target’s placement within the entire sales funnel.

Our Omnichannel Digital Marketing Approach to ABM for FinTech

We believe in a true omnichannel approach; every digital marketing channel plays an important role in developing and maintaining an impactful presence.

1. Content Marketing

Exceptional content marketing requires strategy and skill. It’s an investment and takes time to pay off, but it’s the cornerstone of success for FinTech marketing.

2. Programmatic

Finding a lucrative path in the FinTech space means having control over whom you target and what you target with. Programmatic advertising is, by far and away, the best channel for personalized marketing—no matter if you’re talking to a startup or a Fortune 500 company.

3. SEO

SEO plays the long game, which is perfect for FinTechs looking to develop lasting, positive experiences among customers and potential clients. Without SEO, your content marketing loses potential, and you’ll continue to miss out on valuable opportunities.

4. PPC

The leading paid search model, PPC is the best way to advertise to your target audience and receive an impressive return on ad spend.

5. LinkedIn

Paid social media channels, like Instagram and Facebook, aren’t going to bring the same ROI as LinkedIn. By interacting with your audience on LinkedIn, you’ll have access to more relevant information for targeting (job title, organization, etc).

6. Marketing Automation

Maintaining scalable, sustainable marketing campaigns cannot be accomplished without marketing automation. Not only does it automate processes, but it allows for complete alignment between sales, marketing, and customer experience teams.

Account-Based Marketing and Demand Generation for B2B FinTech Companies

A report by FleishmanHillard predicts FinTechs will be instrumental in driving economic recovery this year, in the same vein as the 2008 financial crisis. Companies just have to set themselves up in a way that FinTech Magazine calls “conducive to the post-pandemic business environment.” That’s where account-based marketing (ABM) and demand generation strategies come into play.

Account-Based Marketing

Demand
Generation

The simple part of marketing FinTech products or services is determining your audience. Often, FinTech companies already know the type of company that will be interested in what they offer.

The more difficult area comes next: identifying high-value accounts and their buying committees (those with the decision-making power) within those organizations—and doing so in a cost-efficient manner. Account-based marketing is a scalable, data-driven strategy that addresses this issue with prospect data and real-time customer experience tools. A one-to-one or one-to-few approach to personalized buying experiences, ABM tactics boost ROI and customer retention across the board for FinTech organizations.

If your FinTech company is looking to either develop a market for your product or build a larger market share, take a closer look at demand generation. Demand generation focuses on discoverability, awareness, and interest; it’s the ideal solution when your target account list might not be aware they need your service.

How FinTech Companies Can Use Account-Based Marketing to Emerge Victorious From the Pandemic

Is your FinTech company in need of a B2B digital marketing agency?