“Marketing sometimes has this activity reflex, where they just go and do things without really taking the time to properly align those things with the underpinnings of the problem.”
As quoted in an excellent article in The Financial Brand by Sean Allocca
Marketing trends like growth marketing and demand generation play a dual role—they are part of the solution for marketing teams in search of relevance while being part of the problem in marginalizing the role of marketers in many financial institutions.
What’s needed to make marketing relevant again, especially for high-stakes institutional service providers (FIs and fintechs)? Marketers can and should:
– Deliver the most robust understanding of what matters to buyers, deciders, and influencers
– Find and tell a strong story about offerings and their relevance in the market
– Equip sales, products, and other functions with a compelling vision and a way to talk about it
– Provide clear and coherent explanations that trace the path from any given marketing asset to its strategic value
– Advocate for what marketers can do beyond order taking and project/vendor management
Getting to credible marketing leadership requires building trust grounded in deep industry insight and driven forward by clear ideas.
