This panel event featuring Phil Dean, Founder of Studio Certain, discussed within the B2B financial services sector, marketers must navigate complicated corporate structures, long decision chains, and large multi-stakeholder groups with differing priorities.
Advisors, trustees and institutional investors operate within frameworks that are more complex and risk-averse than B2C clients, and they rarely make decisions alone. What does effective marketing look like in this complex space?
This session explored the specific challenges of influencing B2B audiences in financial services, and what marketers in this space need to do differently than their B2C counterparts.
What was discussed:
- How marketing and sales teams can work together to influence multi-stakeholder environments
- Understanding the pressures and priorities of advisors, trustees and investment committees
- Creating content for multiple business audiences
- The main drivers influencing B2B decision-making and how this contrasts with B2C audiences
- Understanding the relevance of brand and sales in the B2B landscape