Latest from the Intellegentia Blog

Inbound marketing for financial services

For the Financial Services sector, the inbound methodology provides a really interesting way of thinking about marketing. It’s about educating and informing. It’s about retention. It is not about overt selling. All of which fits entirely with the ethics, rules and regulations governing the financial services industry.

How does marketing automation help financial services marketing ?

The industry is made up of quite different organisations – for example membership-based networks, client facing advisers and intermediaries. Each have their own marketing needs and ways of going to market.

Whether you are a client-facing financial adviser marketing yourself in a defined geography, targeting particular types of consumer or business, or a network looking to recruit and retain members across the country, your marketing needs can be similar:

Topics: Inbound Marketing Industry Focus - Financial Services

5 Lead Nurturing Mistakes to Avoid

Lead Nurturing is a fundamental must-have for successful inbound marketing. Statistics show that only 56% of B2B organizations verify valid business leads before they are passed to Sales. (MarketingSherpa)

In the sales and marketing world, there are few issues that get more attention than at what point a lead becomes 'sales ready' and therefore be passed on to sales and when a lead should stay with marketing and be nurtured.

Gleanster Research estimates that 50% of leads who are qualified to buy are not ready to purchase immediately. If you call these leads up to try and hurry them along the buying process you will most likely lose them.  So what to do with those that are not ready to purchase immediately?  

Lead nurturing is all about understanding the nuances of your leads’ needs and providing them with relevant content at the right time. Getting these details right and being more scientific with your lead nurturing will help you to align your sales and marketing teams, make your sales teams happier as they receive better quality leads and improve ROI from your marketing efforts.

Take a look at some common lead nurturing mistakes to avoid:

Topics: Sales Enablement Inbound Marketing

Deploying Inbound Marketing? You should use an outbound program too!

Why companies employing an Inbound strategy should look to compliment that with an outbound program or in some cases an Account Based Marketing (ABM) Strategy.

For those companies deploying an inbound marketing strategy, there’s a time horizon, often 3-6 months before seeing meaningful results – so it’s important to find ways to reduce the impact of lower lead flows during on boarding and the roll out of inbound marketing (the so called ‘valley of death’).

Companies need to plan out a program of lead generation activities that will keep the sales pipeline filled, which may not be as cost effective as inbound but is necessary in the short term.

Topics: Account Based Marketing Inbound Marketing

5 Ways Buyer Personas Can Boost your B2B Inbound Marketing Strategy

How well do you know your customers? What are their greatest business challenges? What drives them? What challenges do they face on a daily basis?

If you do not know the answers to these questions, it is time you did some research.

The buyer personas you use as the foundation of your marketing efforts – i.e. the fictionalised representations of your ideal customers – should answer all of these questions, and you should know your customer inside out before they have even initiated contact with you.

Topics: Content Marketing Inbound Marketing B2B Lead Generation

4 Steps for Driving Lead Generation with Inbound Marketing

Remember when marketing was a matter of contacting enough people, no matter how intrusively, or whether they were in your target audience, hoping that eventually some leads would come rolling in? Unfortunately for some marketers, the modern buyer is a lot more intelligent, and these once common practice marketing techniques will no longer cut it.

The buyer is constantly changing. Their journey and behaviour is influenced by advances in technology, cultural trends and rising demand for and availability of products and services. As a result, the way we do marketing has had to adapt as well.

Topics: Inbound Marketing B2B Lead Generation