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Understanding how B2B fintech buyers make decisions requires a ton of information about a) your product, b) your market, c) your buyer, d) the size of the organization, and about a million other variables. Short of having that information on hand, we can make data-driven assumptions about what buyers need and look for when making purchasing decisions. This, in turn, can inform how to structure marketing campaigns.
This article will walk through some data, some healthy assumptions, and some possible solutions to help you meet buyers where they are at every stage.
Content’s Role in the B2B Fintech Buyer’s Journey
The B2B buyer’s journey is long and complex. According to one study, it may take between two to six weeks and involve three or four people. The B2B fintech sales cycle is often much longer than that, depending on the specific product, but this provides a good starting point.
Studies also show that buyers consume an average of 13 pieces of content from various sources – the bulk of which (eight pieces) come from the vendor. According to one survey, 70% of respondents said they source content directly through vendor websites, while 67% said they use internet search, 53% said they use social media, and other respondents also noted they source content from publications and through email.
What this tells us is that self-directed research plays a big role in buyer decisions. It also means that, with the right understanding of your target buyer and their needs, wants, challenges, fears, and motivations (aka a great persona), you can meet buyers where and when they need answers most and influence how they make decisions.
What B2B Fintech Buyers Need
Understanding what your buyers need requires a solid persona, as mentioned above. It also requires a grasp of frequently asked questions, curiosities, and information gaps. Consider the following key elements that should be included in marketing content to help buyers make informed decisions:
Problem-solution fit: B2B fintech buyers need to understand the problem that the solution addresses and how it will solve the specific pain points they are facing. Marketing content should clearly articulate the problem and the value that the solution will provide.
Technical details: B2B fintech buyers often need detailed information about the technical aspects of the solution to evaluate its feasibility and potential impact. Marketing content should include information about the solution’s features, architecture, scalability, and other technical details.
Case studies and examples: Highlight real-world examples of how the solution has been used to solve similar problems to demonstrate its potential impact. Marketing content should include case studies, customer testimonials, or other examples of the solution in action.
ROI and cost-benefit analysis: Use interactive tools and charts to demonstrate the financial impact of the solution and how it will deliver a return on investment (ROI). Marketing content should include information about the costs associated with the solution and any potential cost savings or revenue gains that can be achieved through its implementation.
Compliance and security: B2B fintech buyers need to be assured that the solution is compliant with relevant regulations and that their data and financial transactions will be secure. Marketing content should include information about the solution’s security and compliance features and how it meets industry standards.
Implementation and support: Clarify as much about the implementation process, timeline, and ongoing support that will be provided as possible. Marketing content should provide a clear picture of the support and services offered post-sales.
Competitive advantage: B2B fintech buyers need to understand how the solution stands out from the competition, the unique features, and how it will benefit their business. Marketing content should highlight the competitive advantage and the unique selling points of the solution.
Most of this information is appropriate for middle and bottom-of-funnel content where you get into the specifics of how and why your solution is superior to competitors. But what about driving awareness and nurturing people down the funnel? That’s where storytelling comes into play.
Storytelling is Funnel-Phase Agnostic
Storytelling can be used to inform the decisions of B2B fintech buyers by providing relatable and compelling examples of how the solution has been used to solve similar problems – at every stage in the buyer’s journey and every stop in the marketing funnel. By using storytelling techniques, the marketer can create a narrative that connects with the buyer’s emotions and helps to make the solution more relatable and understandable.
Here are a few ways storytelling can be used:
Client Success Stories & Case Studies
Showcase real-world examples of how your fintech solution benefited a client to provide tangible evidence of its effectiveness. This narrative-driven approach appeals to prospects by addressing real challenges and demonstrating outcomes.
Application: For top-funnel efforts, brief testimonials can pique interest. For the middle funnel, in-depth case studies can provide a comprehensive understanding of how your solution integrates and adds value.
Educational Webinars and Workshops
Craft a narrative around common challenges in the fintech space and how your solution addresses them. Use live sessions like fintech webinars and educational workshops to interact and answer queries.
Application: In the top funnel, introductory webinars can raise awareness. Middle-of-funnel workshops can delve deeper, focusing on technical integrations and advanced features.
Engaging Video Content
Videos can simplify complex fintech concepts through visual storytelling, making them more digestible and memorable. And B2B fintech buyers rely on video greatly. One study showed that 95% of B2B buyers say video plays an important role in whether or not they progress with a purchase.
Application: For top-of-funnel, short explainer videos can introduce your solution. Middle funnel content might involve detailed walkthroughs or product demonstrations.
Thought Leadership Articles
Share insights, predictions, and expertise about the fintech industry. This positions your brand as an industry leader while providing valuable content.
Application: Top funnel efforts can revolve around broad fintech trends and insights. Middle-of-funnel content might delve deeper into specific challenges and the technological nuances your solution addresses.
Interactive Infographics and Data Visualization
Transform complex fintech data into engaging, interactive visual narratives. This aids in understanding and retains the viewer’s interest.
Application: In top funnel content, use broad industry data to highlight market needs. For middle funnel efforts, specific data visualizations can show how your solution outperforms competitors or meets niche requirements.
Narrative-driven Whitepapers
While whitepapers are detailed and technical, weaving a consistent narrative throughout can make the content more relatable and engaging.
Application: Middle funnel whitepapers can narrate the story of a problem in the fintech sector and present your solution as the climax, supported by technical details.
Personalized Email Campaigns
Create a tailored narrative for different segments of your audience, addressing their unique challenges and needs.
Application: Top funnel emails can share stories of industry challenges. Middle funnel content can present personalized solutions, drawing from real-life scenarios similar to the prospect’s situation.
Engage B2B Fintech Buyers With Interactive Content
Interactive content can guide potential clients through a story where they are the protagonists, leading them to discover the best solutions for their challenges.
Application: In top-of-funnel efforts, a quiz might help prospects identify their fintech needs. Middle funnel assessments can delve into specific solutions, showing how your offering fits their narrative.
Overall, storytelling can be a powerful tool that moves B2B fintech buyers along in their journey. A strong content strategy – grounded by accurate personas – can help you create valuable content at every stage in the game. This ensures that you have exactly what you need to capture buyers’ interest and keep it while providing helpful data and insights that can guide their decision-making process.
This strategy paired with authentic storytelling techniques can create a narrative that connects with the buyer’s emotions and helps to make your solution more relatable, understandable, and trustworthy.
