Financial Services – B2B Marketing Challenges

At Nebula, we work with many customers within the broad Financial Services (FS) category, including banking, payments, insurance, wealth management and more. We find that most of the customers we have worked with tend to have really similar B2B marketing challenges…

Regulation & Compliance

It is no surprise that this is one of the top challenges FS businesses face. To break it down further, marketers often have to consider:

• Consent management processes
• Updating T&Cs, email footer content, or privacy details across a large volume of marketing content
• Data visibility across regions, countries or business units, while still encouraging cross-selling

Brand Consistency

We often see FS customers updating their brand, and it could be a small change, a whole rebrand or an acquired brand being onboarded. This can lead to large roll-outs and tedious changes across marketing collateral, such as:

• Email, form and landing page template updates
• Website changes
• Brand variations and sub-brands

Disconnected Data

Very rarely does a customer start on Salesforce or another CRM. It’s common for FS businesses to start out with a homegrown system or using spreadsheets to manage customers. This leads to:

• Multiple systems in use
• Disconnected customer journey
• Difficulty in seeing the source of truth
• Technical debt

Sales & Marketing Alignment

In some FS businesses, especially wealth management and B2B insurance, salespeople spend a long time building trusted relationships with clients, which can make it challenging for marketing to align. Sometimes, businesses don’t have a lead process if they have saturated their respective market. This causes:

• Lack of lead process
• Siloed sales and marketing teams
• Disjointed reporting

How can we address these challenges?

The above are a combination of people, processes and tech challenges. I’d recommend our strategic audit package for Sales & Account Engagement for an in-depth review of the setup, followed by discovery into processes and business requirements. This will help to identify what category some of the challenges fall into. For example, should Data Cloud use cases be defined so your business can take advantage of the capabilities there? Or are there training requirements that will help empower users to be more efficient on the platform?

If this sounds like something you need help with, get in touch with one of our experts.