Bob McKinnon
Principal Analyst
Author Insights
Blog
The Three Essentials To Optimizing B2B Marketing Orchestration
When it comes to getting the best out of a marketing organization, what you do and how you do it are equally important. Discover three keys to optimizing marketing processes and workflows.
Blog
Keys to Overcoming Regulatory Hurdles to Creating Demand in Financial Services
- Financial services marketers’ reluctance to embrace non-traditional marketing channels diminishes their ability to create demand
- Audience-centric messaging helps alleviate the lack of establishing suitability in demand creation efforts
- Thought leadership is the cornerstone of a best-in-class demand creation strategy in financial services
Blog
Financial Services: The Foundational Elements of Customer Experience
- Thirty percent of financial services marketing leaders stated in our survey that creating a customer experience function is their top priority over the next two years
- The customer experience function represents the customer’s perspective with all customer-facing functions in the organization
- The five foundational elements of a successful customer experience function are useful insights, aligned strategy, lifecycle mapping, measurement and communication
Blog
Marketing Dashboards for Financial Services
- Interviewing key stakeholders helps better understand the needs of the dashboard audience
- Summarizing key findings facilitates better readability and analysis of dashboards
- Dashboard data should flow logically from activities to outputs to impacts
Blog
Capturing Insights from a Disjointed Tech Stack
- Only 32 percent of marketing organizations in financial services can access a BI tool
- Conducting an inventory of data existing across the platform yields new insights
- Aligning and prioritizing measurement goals with sales helps to focus efforts and limit requirements
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Key Considerations for Impactful Cross-Selling and Upselling in Financial Services
- The challenges for marketers to impact cross-sell/upsell are uniquely linked to the structure of the sales organization
- Marketing’s strategy should be determined by whether the.company is targeting an existing buying center or a new buying center in and existing account
- Evaluate marketing’s access to client data points prior to developing an approach to supporting cross-sell/upsell efforts
Blog
How to Alleviate Content Overload in the Financial Services Advisor Channel
- Content overload is a common problem in financial advisor channel communications
- Measurement of advisor channel communications should expand beyond activity metrics to include output and impact metrics
- Streamline communications and content delivery by developing advisor personas and mapping content to the stages of the buyers’ journey
Blog
Financial Marketers: Questions to Ask Tech Vendors
- Ask about regulatory compliance as early in the process as possible
- Data security should be evaluated before piloting any new tech and should include an audit of the vendor’s security features, processes and procedures
- Be certain that the vendor’s offering can be fully integrated with your existing archiving platform
Blog
Different Drivers of Change for CMOs in Financial Services
- Marketing leaders in financial services have to comply with an additional level of regulatory scrutiny
- Thirty-seven percent of CMOs in financial services said “economic conditions” is the biggest driver forcing change in the way they market
- Seventeen percent of CMOs from industries outside of financial services cited economic conditions as their greatest driver of change
Blog
Economic Health of the Financial Services Industry is Improving – So, What’s Next?
- The path for financial marketing leaders appears to be shifting from defensive and tactical to long-term and strategic
- We currently see three areas of focus among marketing leaders in financial services
- Planning and alignment, technology and customer marketing are now possible strategic initiatives for executives to buy-into