News, opinions, research. Regular insight into latest trends in marketing for financial and B2B services.
The outbreak of Covid-19 has totally changed the way we think about physical and even mental health. I hope it will change our attitudes towards financial health too. Since the virus started, we’ve all been talking a lot about our physical wellbeing. Government communications, social media and the news is
We all want to be happy – and that doesn’t change when we get to work. But how many of us can really say that our workplace has a positive impact on our state of mind, or our physical health? Most offices have not been designed for human beings –
Triple award winners at the Financial Services Forum So, I’ll kick off my 2019 highlights with a big one: we won three Marketing Effectiveness Awards at the 2019 Financial Services Forum for our work with Benenden Health. We were thrilled to be shortlisted for the Best Brand Strategy and Best
After spending 20 years in different agencies across the world, I feel like I’ve got a pretty good understanding of the way they’re typically set up. And I think the traditional model could use some improvement. It just doesn’t seem to serve clients in the right way. Today, there are
Understanding the pressures and needs of intermediaries There are roughly 25,900 financial advisers working in the UK today. If a financial provider wants to be successful, they need to connect with a large proportion (if not all) of them. And that’s no mean feat. Although 26,000 isn’t the biggest audience
Although today I run my own agency, my first passion wasn’t marketing. It was tennis. I started playing when I was about nine, along with my brother (who was better than me, damn him). After a few years, I was representing my county and playing tournaments in glamorous and exciting
It’s no secret that content marketing is an important part of a company’s inbound marketing strategy. In fact, we’ve written previously about the importance of content, including, how to create a content strategy and how to write great content. One of the main reasons for creating regular content is to
A friendly prospective client approached us recently asking if we could send on an outline of a typical pitch process and briefing template. When we started looking at the standard RFI templates and multi-stage pitch processes that are still often used, it made us question whether this was actually the
What is a value proposition? I’d best describe a value proposition as a unifying and motivating statement of how you can add value to your customers’ life, which all your future communications should feed off. Value propositions can be created for your brand as a whole, or for
Why a clear brand strategy is important Effective marketing campaigns can help deliver business. However, without a clear brand strategy it’ll be difficult for employees and customers to connect with your brand at a deeper level – resulting in more functional and transactional relationships. Arguably it’s more important
We often refer to an inbound content marketing strategy as hiring a 24/7 salesperson who doesn’t sleep and never actually tries to sell but has loads of people calling and enquiring months, even years, after communicating. It’s not surprising therefore that content marketing is becoming increasingly important in a company’s
There’s no denying that technology has helped us better understand our customer and how they interact with products and services. The stuff you can track now is a direct marketers dream! Going back a decade or so ago, you could pretty much only afford to create and test a few
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