When your buyers are financial institutions, whatever you sell is probably something they already use to do something they already are doing.
Much of the time, your “competition” isn’t your competitors. It’s inertia. You have to get buyers to ask, “When is good enough no longer good enough?”
As a result, your marketing needs to agitate the case for change. Every marketing touchpoint needs to show why change is both essential and possible. “Where you are now is worse than you think, and what it takes to fix that is not as bad as you think.”
That double message should be the ultimate subtext for everything you say in the market. And it’s only thought leadership that allows you to say it with enough detail and nuance to make it convincing.
