B2B Marketing Trends to Future-proof Your Financial Services

Beware of scammers: O2I does not hire freelancers. Our projects are executed in our facilities across the globe. View vendor selection policy here.

RESEARCH SERVICES

Innovative data-driven marketing strategies overshadow traditional approaches as businesses venture further into the digital age. This scenario holds true for B2B financial services marketing, which demands more measurable and dynamic marketing tactics.

Today, financial services companies are spending over $8.7 billion on digital advertising and 65% of them are planning to increase their online marketing budgets. The major reason for this spike is the adoption of mobile banking among consumers, which increased by 50% in the past year.

This trend clearly indicates that financial research firms are doubling down on digital platforms to reach and engage their target audience more effectively. In this blog, let’s explore the top marketing trends guiding B2B financial services.

Top 5 Trends Guiding the Marketing Strategies for Financial Services

Whether you are a financial market research company planning to optimize your marketing efforts or a financial research solutions provider striving to attract clients, these trends are sure to help you set the ball rolling.

Data-driven Personalization

Financial institutions are using customer data to tailor experiences and precisely address the specific needs and challenges of their existing and potential clients. Here, advanced analytics are used to segment audiences based on their preferences, past interactions, and behaviors. This helps businesses establish highly relevant communications on time. Customized content, targeted social media ads, and personalized emails are some of the top examples of data-powered personalization.

Next, Customer Relationship Management (CRM) systems and Customer Data Platforms (CDPs) are used to integrate multiple user touchpoints to create consistent and seamless experiences. Therefore, this approach dwells on a financial services marketing strategy that is extremely customer-centric, which gives a competitive edge in the crowded marketplace.
Omnichannel Marketing

Integrating multiple ways of customer interaction has become a non-negotiable financial marketing strategy for B2B businesses today. This provides customers with a comprehensive experience that is consistent across various channels including website queries, social media, mobile assists, and physical branches. Cross-channel marketing helps marketers decode customer journeys and make swift adjustments while sending out personalized communication.

For example, a customer who begins a loan application on a mobile device can continue the process and complete it in a physical branch or on a desktop without any disruption. The unification of marketing efforts delivers a cohesive brand narrative that fosters trust and brand loyalty.
Mobile-first Strategies

The massive and abrupt surge in the adoption of mobile banking has compelled financial services to prioritize mobile-first marketing approaches to cut through the competition. This involves designing customer experiences and marketing initiatives that are specific to mobile devices before scaling across various other platforms.

As consumers make more financial transactions on smartphones, developing mobile-friendly apps and websites is essential. Incorporating features such as personalized dashboards and real-time notifications further boosts user satisfaction. Most businesses also switch to responsive web designs and Progressive Web Apps (PWAs) to ensure seamless experiences across devices.
Artificial Intelligence (AI) and Machine Learning (ML)

AI and ML are transforming marketing techniques, and the financial sector is no exception. These technologies automate complex processes within the customer journey to interpret previous customer interactions and predict the next moves the users are likely to make.

AI chatbots are used by many organizations to provide prompt customer support, answer their queries, and guide users. Next, ML algorithms analyze vast data sets to uncover insights that help marketers optimize their outreach campaigns in real-time. Forecasting customer behaviors using predictive analytics helps businesses choose the right engagement and retention techniques.
Account-based Marketing (ABM)

This targeted strategy has gained traction in the B2B sector, especially among the clients offering financial products and services. Unlike traditional approaches, ABM identifies and engages high-value accounts by tailoring the campaigns to specific pain points or needs of the specific targets. In this, sales and marketing teams use financial market research software and closely collaborate to cohesively target key accounts.

Currently, financial institutions are using CRM tools and analytics to gain insights into target accounts and craft offers and content accordingly. Such targeted efforts ensure efficient marketing resource allocation and higher conversion rates.

Marketing Takeaways for Financial Institutions

Most financial research reports highlight the fact that the marketing strategies for fiscal products and services require the tracking of emerging trends followed by the agility to swiftly adapt. This is mainly because most of the trends are not just fleeting phases but are factors that reshape the way financial firms engage with their clients. Embracing the right trend that serves your purpose well enhances your customer satisfaction and gives you a competitive edge. Eventually, forward-thinking businesses that stay adaptable are poised to thrive.