The relationship between financial advisers (FAs) and their clients have long been based on face-to-face meetings, long-term relationships and a trust that develops over time. For marketers in the industry looking to influence that relationship, traditional tactics from events to trade press advertising, have been the mainstay. This year that changed. The global...
B2B Marketing Articles
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Effective marketing starts with objectives. If you’re clear about what you’re trying to achieve then you can align everything from around delivering those goals. Your objectives inform your choice of ad formats, your targeting approach – and how you’ll measure and optimise your campaign. Being clear about objectives should make the advice you can access more...
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Measuring impact lies at the heart of the alignment challenges facing sales and marketing. Where marketing has historically focused on engagement - whether that’s views, hits, or footfall – sales teams are, understandably, fixated on the end product, in terms of leads, deals, and revenue. It’s only natural that each side wants to prove its value in the most...
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- Content Marketing,
- B2B Marketing
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What happens after the end of Black History Month? In a year when race has dominated the media agenda, these last few weeks have been...
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- Content Marketing,
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Editor’s Note: A version of this article originally featured in Raconteur's Future CMO Report in The Times. You can see the full...
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- Content Marketing,
- B2B Marketing
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Just as digital innovation is changing how brands and their customers interact, so it’s transforming the relationship between sales...
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- Content Marketing,
- B2B Marketing