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If you’ve been in fintech for a while, you know that standing out and driving business growth demands more than just innovative products. It calls for a robust strategy – and (according to this article) a detailed fintech demand generation checklist. Understanding the shifts in fintech demand generation is critical for staying ahead of the curve. This blog post introduces a comprehensive checklist to help you navigate these changes and future-proof your demand gen operations.
Fintech Demand Generation Underpins Growth
Demand generation extends beyond lead acquisition; it encompasses the entire buyer’s journey, creating awareness, nurturing leads, and ultimately converting them into loyal customers. In the competitive fintech sector, a strategic demand generation program not only differentiates your company but also boosts brand visibility, improves lead quality, and increases customer lifetime value.
Top Trends Fintech Demand Generation in 2024
The entire fintech ecosystem has been rocked by the relentless pace of technological advancements and changing market dynamics. As we move through 2024, several key trends are emerging that are redefining how companies engage with potential clients and generate demand for their services.
One significant trend is the integration of artificial intelligence (AI) in content marketing and SEO. AI tools are not only speeding up content creation but also enhancing its quality. They help automate repetitive tasks such as keyword analysis, enabling marketers to focus on strategy and creativity. The shift towards ungating content is also notable, with more companies opting to make valuable resources freely available, enhancing content accessibility and engagement. And let’s not forget about the changing nature of search as Google expands its AI Overviews tool for Google search.
Podcasting is gaining traction as a powerful medium for B2B marketers, projected to grow to a $3.3 billion industry by 2025. The adoption of video podcasting and live streaming is particularly noteworthy, as these methods help repurpose content across platforms and engage audiences more dynamically.
Social media continues to play a big role, with platforms like LinkedIn introducing features like newsletters and live broadcasts to enhance brand visibility and thought leadership. Similarly, video marketing is experiencing a renaissance, driven by AI-enabled automation and personalized video content, which are making campaigns more effective and scalable.
Email marketing remains a dual force, capable of both capturing and generating demand. Innovations such as video emails and hyper-personalization are making email communications more engaging and tailored.
Event marketing is back in full swing post-pandemic, with a clear shift towards personalized and high-impact events. These gatherings are crucial for establishing direct connections with target audiences.
Lastly, account-based marketing (ABM) is becoming more sophisticated with hyper-personalization and the integration of intent data, allowing for more targeted and effective campaigns. Learn more about the interplay between ABM and demand gen below:
As these trends continue to unfold, B2B fintech companies must adapt and innovate their demand generation strategies to stay competitive and relevant in this fast-moving environment. Embracing these trends can significantly enhance how companies attract, engage, and convert their ideal customer profiles into loyal customers.
The Ultimate Fintech Demand Generation Checklist
Given these trends, a well-orchestrated strategy is essential for staying competitive and driving sustainable growth. As fintech solutions become increasingly complex and the market more crowded, companies must not only capture attention but convert this into meaningful business outcomes.
The following fintech demand generation checklist provides a structured approach to crafting and executing an effective fintech demand generation strategy. Each sub-checklist focuses on a critical aspect of demand generation—from setting clear goals and aligning sales and marketing teams to defining your target audience and creating compelling content. Together, they form a comprehensive roadmap designed to enhance your marketing efforts, improve lead quality, and ultimately boost your bottom line.
Set Clear Goals
Identify Business Objectives: Determine what your business needs most from demand generation—increased awareness, more leads, higher conversion rates, etc.
Specificity: Set specific, measurable, achievable, relevant, and time-bound (SMART) goals that align with broader business objectives.
Benchmarking: Establish current metrics to track progress and set realistic improvement targets.
Review Regularly: Schedule regular reviews of your goals to adapt to market changes or shifts in business strategy.
Align Sales and Marketing
Joint Planning Sessions: Hold regular meetings between sales and marketing to synchronize strategies and goals.
Define Shared KPIs: Agree on key performance indicators that reflect both marketing effectiveness and sales success.
Create Unified Messaging: Ensure consistency in communication from marketing materials to sales pitches to reinforce the brand message.
Feedback Mechanisms: Implement a system for ongoing feedback between sales and marketing to refine tactics continuously.
Check out this video that highlights the importance of aligning sales and marketing within demand generation:
Define Your Audience
Gather Data: Compile data from existing customers, market research, and analytics to define detailed audience personas.
Segmentation: Break down your audience into segments based on demographics, behaviors, and needs.
Persona Development: Create detailed profiles for each segment, focusing on their pain points, motivations, and decision-making processes.
Regular Updates: Continuously refine personas with new data and insights as customer behaviors and market conditions evolve.
Create Compelling Content
Content Audit: Evaluate existing content to identify gaps and areas for improvement.
Content Calendar: Develop a comprehensive content calendar that addresses different stages of the buyer’s journey.
Diverse Formats: Plan to produce a mix of content types, such as blogs, whitepapers, videos, and infographics, tailored to the preferences of your audience segments.
Performance Review: Use analytics to measure content performance and tweak strategies based on what types of content achieve the best engagement and conversion rates.
Measure and Analyze
Key Metric Identification: Determine which metrics will best indicate the success of your demand generation efforts (e.g., lead quality, conversion rates, engagement levels).
Tools and Software: Utilize the appropriate tools for tracking these metrics, such as CRM systems, analytics platforms, and marketing automation tools.
Data Analysis: Regularly analyze data to identify trends, successes, and areas needing improvement.
Reporting: Create regular reports to share with stakeholders to ensure transparency and informed decision-making.
Each section of this checklist is designed to ensure that every element of your demand generation strategy is optimized for 2024 and beyond. By methodically applying these steps, fintechs can not only meet the current demands of the market but also anticipate future trends, ensuring long-term success and sustainability.
For a detailed guide on each step and to understand how you can apply this roadmap to your fintech’s specific needs, dive into our extensive playbook. This tool is designed to guide you through refining, launching, and optimizing a demand generation strategy that’s not just effective today but continues to deliver results in the future.
Tools to Augment Your Fintech Demand Generation Checklist
Check out these additional resources that might help you round out your fintech demand generation checklist:
- Fintech Demand Generation Playbook
- Fintech Customer Acquisition Playbook
- Knowing When to Hire a Fintech Content Marketing Agency
- B2B Fintech Lead Generation & Marketing During a Recession
- Fintech Marketing Playbook
- Payments Thought Leadership Playbook
- The Financial Marketer’s Guide to Content Marketing
