Financial services companies operate in a highly regulated environment with strict guidelines around how they can market their offerings. Understanding that environment and helping them avoid risk is paramount for a B2B marketing agency, which must promote the company’s financial products and services in a legally compliant manner while still being creative enough to attract prospective customers. Research, a sound strategy, solid messaging and a well-thought-out marketing and advertising plan are essential prior to launching a brand, an offering or a campaign.
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On average, financial services companies in the B2B space spend 8 percent of their revenue on marketing and advertising. With millennials now raising families and moving into leadership positions at work, they are an attractive market. They’re also a digital-savvy generation, and they expect a B2C experience where they can research products without the input of a salesperson, easily compare the costs and benefits of competing services, and purchase and manage their investments online. Consequently, the marketing mix for financial services marketing must skew heavily toward digital strategies and techniques, whether targeting a B2B partner or working to influence end customers on their behalf.
Account-based Marketing (ABM) can be effective as well, allowing financial services companies to precisely target those in the B2B space by preferred financial profile, product and service portfolio, customer base and any number of other data points.
Lead generation via social media marketing and targeted email campaigns resonate with the millennial customer, but they present unique challenges that require a knowledgeable digital marketing agency for financial services with significant experience in the space to navigate data security, privacy and consumer protection regulations. The ability to balance risk – regulatory vs. customer acquisition and retention – is essential, because financial services companies can no longer shy away from their target customers’ preferred way of communicating, researching and purchasing.
Advertising in the B2B financial services arena can feel like competing on a minefield with all the hidden risks that abound. But when you have an agency partner with deep industry knowledge and skill, you can traverse it with explosive creativity and confidence. As an experienced financial services ad agency, our experts specialize in managing the complexities of your highly regulated environment. Over nearly three decades of honing our B2B craft, we’ve mastered the art and science of advertising with full regulatory compliance while still delivering delightfully creative ad campaigns built on rigorous research, novel insights and unbounded imagination.
When it’s time to select a B2B financial services marketing firm to represent and build your brand, you need audience expertise and compliance confidence. Choose a team with deep experience in branding for your target audience—a team specializing in complying with your industry’s complex and evolving financial regulations. Our branding agency works as a seamless extension of your marketing team, bridging people and processes to leverage deep institutional knowledge of the nuances of the finance sector.
Social, email and account-based marketing all require a rock-solid content marketing plan that melds brand storytelling with customer preferences, regulatory compliance, detailed information on financial products and services, and an explanation of the disruptive new technologies behind many of them, such as artificial intelligence, machine learning and blockchain. Since people’s money is at stake, they place a great deal of emphasis on whether or not they can trust a financial services provider, and they can’t trust one they can’t understand.
Trust is also built when customers perceive that a financial services firm is genuine in its interest in helping them be successful. One way to short-circuit that is to execute financial services marketing campaigns the sales team doesn’t know about, understand or believe in. Aligning sales and marketing efforts projects authenticity, and authenticity fuels trust.
Meeting customers where they are in the buyer’s journey with appropriate information delivered via the channels they frequent builds trust, too. The marketing toolkit for financial services firms should always include a mix of sales enablement materials, thought leadership opportunities, and digital-friendly financial services marketing services, such as search engine optimization (SEO), paid and organic social media, public relations, and display ads, among others.
Elevation Marketing has deep understanding of financial services offerings and the industry’s regulatory environment. When our company puts that knowledge to work for you – coupled with a proven process that encompasses thorough research, strategic thinking, effective messaging and inspired creative design – we can help you distinguish your financial services offerings in the market and grow your B2B customer base. Our B2B financial services marketing agency offers:
Frequently Asked Questions
How do you balance strict regulatory compliance with compelling B2B financial marketing?
We integrate compliance frameworks directly into our creative and strategic processes. By partnering closely with internal legal, risk and compliance teams early in campaign planning, we ensure all messaging, thought leadership and digital assets adhere strictly to financial regulations while maintaining engaging, high-converting value propositions.
Related Case Study: ING: Positioning a Leader
How can B2B financial institutions reposition their brand to differentiate in a conservative market?
We conduct rigorous market research and stakeholder analysis to identify unserved buyer needs and distinct positioning opportunities. By reframing core value propositions around modern institutional demands, risk mitigation and technological agility, we help financial firms establish category leadership without sacrificing institutional trust.
Related Case Study: Greater Commercial Lending: Lender repositions brand
What marketing strategies drive qualified inbound pipeline for B2B financial and lending products?
We execute structured inbound marketing and content syndication strategies designed to educate risk-conscious institutional decision-makers. By deploying targeted thought leadership, gated educational assets and optimized digital funnels, we generate pre-vetted leads and accelerate evaluation phases across complex financial buying committees.
Related Case Study: LifeLock: Inbound Marketing Campaign Strategy
How do you build brand authority and trust when targeting enterprise financial executives?
We develop high-level executive messaging, multi-channel PR and research-backed thought leadership programs. By positioning your subject matter experts as key industry authorities on market shifts and risk management, we foster long-term credibility and mindshare among C-suite executives and institutional procurement leads.
Related Case Study: Early Warning: Pivoting to a High-Profile Brand Identity