Thought Leadership Marketing: Ten Pearls of Wisdom
Every financial services organisation has a unique take on the world. But most struggle to be heard. Linstock Communications will share 10 Pearls of Wisdom on thought leadership marketing, helping organisations discover and give voice to ideas that change people's perspective on issues that matter. The webinar will explore: the naked truth about thought leadership, how you can build thought leadership into your communications strategy and ten key elements every thought leadership marketing campaign should contain.
RecordedJun 29 201735 mins
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When we asked B2B Digital Experience Report respondents “does your company have a customer-centricity gap (i.e., the digital experience your company offers does not meet the needs and expectations of your customers)?” 71% said “yes”.
Take a look at how your vertical responded and provide ways for readers in your vertical to actually know what those customer expectations are. How can they find out what their customer expectations are in order to close that customer-centricity gap? One way is to use the report data that says exactly what B2B buyers expect. Other ways include on-site search, customer profiles etc.
Sam Bamert, Askif; Sam Beeby, Bambu; Eleanor Levy, Now:Pensions; Adam Smith, Teamspirit; Chair: Fiona Couper, Teamspirit
Unlike the 2008 crisis, Covid-19 was not of the FS sector’s making and, as such, many have vowed to build back better to create a more resilient, inclusive and fairer FS ecosystem. Seizing the opportunity to create trust, the fintech response has been supportive, more long-term in its thinking and above all human.
We’ll hear from those at the forefront of ensuring integrity and humanity are key pillars in financial services. Learn how their business models and sound governance-based decision making ensure that purpose and profit go hand in hand, where not compromising on doing the right thing, is the most successful decision of all.
For the fifth session in the series, Lee Gannon will give an overview of LinkedIn Advertising as a channel in 2020 and what makes it a good fit for the finance sector. We’ll cover audience targeting, recommended ad formats and what makes a successful offer. From attending the session, you will leave with a framework for creating your own campaigns, as well as some actionable tips and tricks to implement.
Coronavirus has forced us all to consider the robustness of our financial security in the event of losing our job or getting sick. Little surprise, then, that research indicates an increase in interest in protection products from people of all ages and demographics. BUT a stalled housing market together with the anticipated recession may impact people’s willingness to consider a discretionary product like income protection. How can the industry innovate to address the needs thrown up by the coronavirus challenge? And with hard selling off the menu, how should protection brands help persuade a financially strapped public that this is one cost they can’t afford NOT to pay?
Andrew Flook, Head of Asset Management Practice, Episerver
Improving client experience is now a priority as financial services leaders recognize the impact of intermediaries, advisors and investors being stuck at home as a result of COVID.
Increasingly, content is the means through which top performing asset management firms deliver an integrated experience between its digital marketing and advisors that meets clients’ rising expectations.
In this webinar, we will examine content marketing best practices in asset management, identify common pitfalls and highlight new tactics and strategies that firms can use to build mindshare and retain clients during the coronavirus restrictions.
On average, UK men have two thirds more pension wealth than women at retirement age. That’s two thirds more security, independence and reward.
Taking time out to bring up families, salary disparities, divorce and historically lower workplace pensions than their male counterparts are all contributing factors to this critical later-life discrepancy.
Changing the status quo is a vital imperative for a fairer society. How can pension providers and the wider industry influence and improve outcomes for women across all sectors of society, especially those most vulnerable to poverty in later life?
Join our expert panel as we dig deep into this crucial topic, with exclusive data and insights from research gurus Ipsos MORI.
David Cowan, Suzi Bentley-Tanner, Sue Helmont, Patrick Fagan,
Coronavirus has turbo-charged the evolution of financial services marketing as businesses vie to meet customer demands for a more connected, continuous and hyper-relevant experience. With smaller teams and less budget available than ever, the success of marketing transformation is reliant on a wider digital transformation, combined with not only a granular understanding of the business, its customers and the brand, but also of a fast-changing society. This session will discuss the key considerations for FS brands of all shapes and sizes to meet the transformation challenge.
How to create a content marketing strategy (that your customers will actually care about)
We’ve all been in those difficult ideas sessions – butting heads, awkward silences, diplomatically rejecting terrible suggestions one after another while internally screaming “get me out of here!”
This frustration is often amplified in the finance space where good ideas are particularly hard to come by, what with dry subject matters and all that pesky red-tape.
Have you ever thought:
“Surely there has got to be a better way to produce content strategies than throwing spaghetti against the wall and hoping something eventually sticks?”
The answer is yes. There is.
David Clough is the Head of Content Strategy at Receptional and the above scenario is one painfully close to his heart. With a career in creative strategy spanning over a decade, he has developed a series of go-to methods and get-out-of-jail free cards that turn those headache meetings into delightful and productive meetings of great minds.
Join him for his Content Strategy Masterclass where he reveals the tricks of the trade, the sharing of which, may well see him barred from the Content Marketing Magic Circle.
Topics covered include:
• Historic Content Optimisation
Quick and easy strategies to improve the performance of old content
• Content Gap Analysis
Plug gaps in your content based on competitor insights, and fill them
• Industry Blog Hijacking
See what the biggest sites in your niche do and take calculated inspiration
• Customer-driven Strategies
Create a content strategy that your customers actually care about.
This webinar will showcase the winning entry for the Forum’s 2020 Product and Service Innovation Awards in the Marketing and Communication category. Behavioural science consultancy Cowry Consulting worked with pension provider Aegon to develop personalised, animated video summaries to drive scheme members’ engagement with their pensions – a hugely tricky issue for the pensions industry. Featuring real time pension information, each video provides members with an overview of their retirement savings position. Cowry Consulting’s Chief Choice Architect will lift the lid on the challenge, their approach to the solution, and discuss what a winning award entry looks like.
For this, the third core module, before we begin to focus on channels we'll be looking at how you can optimise your financial services website for conversions. The concept of the marketing funnel is nothing new. It’s called a funnel because lots of people start the process, then potential conversions leak out at every step. This webinar will help you understand how to engage your audience, turning web visitors into conversions.
Seema Desai, COO, Iwoca; Sam O’Connor, CEO, Coconut
Open Banking usage has been accelerated by Covid-19, with its use now expected to double to 40 million by 2021, according to a recent Juniper Research report, with existing hindrances and fears of sharing data being fast tracked as necessary change.
Fintechs offering the ability to aggregate financial accounts, access to funds from multiple banks on the same platform and to provide insight into financial health, have proved invaluable for SMEs and consumers alike.
In this session we’ll explore how open banking has become a table stake for providing financial services post Covid, and just how prevalent it will become in all our lives. From payment providers to funding platforms and credit providers, hear about the innovative services that are in-store to further improve service experience and custom solutions, and how open APIs are ensuring banks can still compete with those more digitally enabled.
From strategy and implementation through to measuring performance and impact, how can we better understand the gaps and potential compliance challenges associated with campaign execution?
Hear directly from a high profile financial services business that has successfully navigated these challenges and closed the campaign gaps to achieve board level confidence in marketing.
Delivered in partnership with global marketing and sales management consultancy, BluprintX, the webinar will also draw on findings from a recent Forum survey on the topic, sharing insights from our most senior members.
Join us to learn exactly what needs to change in campaign execution, and how you can use this to align organisational strategy and achieve operational impact.
John Field, Episerver; Phil Hazelton & Scott Reed, Appius
When asked about the top three NEW website features and/or functionality their companies would be most likely to adapt in the next 12 months, 32% of participants in Episerver's Digital Experience Report stated Live Chat was a priority.
Customer journey and personalization experts Episerver discuss the pros and cons of live chat in banking. What does good live chat look like? And how do you ensure a smooth customer journey and excellent service levels?
Fiona Blades, MESH Experience; Mark Evans, Direct Line Group
The coronavirus lockdown has significantly impacted retail banking with branch closures driving a whole new cohort online, and an altered customer experience landscape.
In this webinar brand experience agency MESH Experience will share insights gleaned from research of 5,000 people, covering over 20,000 experiences across all major brands. The findings span multiple touchpoints, from branch, to online, to news, to ads, and more.
MESH president Fiona Blades will examine what worked (and what didn’t) as marketers re-engineered the customer experience in a fast-changing situation, which banks got it right, and highlight emerging issues such as fraud. Ultimately she will consider the legacy of lockdown for retail banks.
Justin Deaville, Lee Gannon & Dave Clough, Receptional
For our second session, we'll be looking at 10 ways you can optimise your digital channels to get more value from your marketing budget.
History suggests some firms will emerge from this downturn stronger. Yes, they’ll cut costs – but, they’ll also plan for the recovery. And, when they spot opportunities, they’ll calmly invest for the future. Our analytics team have been poring over consumer data to see how behaviour has been changing. And we’ve sifted out 10 nuggets of practical advice.
Justin Deauville & Dave Clough, Receptional; Niel Scaife, Hub
Change is the prevailing facet of life in every business today. Nowhere is this more true than in the field of digital marketing – constantly evolving, and at an ever-accelerating pace.
Some things don’t change however … such as the fundamental questions to which every digital marketer needs robust, objective answers.
First up, we'll be sharing some thinking around 'The 10 Most Important Questions Every Ambitious Marketer Should be Able to Answer'. The main purpose is to help you prepare your marketing strategy, so your're ready for recovery post-pandemic.
David Cowan, Managing Director, The Financial Services Forum
The asset management industry is being assailed from all sides by a new generation of digital startups and service providers, each one promising your institutional and private wealth clients better service, lower fees and less friction.
However, the standard has been set by consumer brands like Netflix and Amazon whose responsive experiences predict customer intent and deliver relevance in every interaction. Financial services leaders need to understand this shift in client expectation, and drive initiatives that deliver personalized and predictive digital experiences.
The established wealth management industry, already subject to numerous competitive pressures, is facing further disruption with the emergence of a new, digitally native generation of customers. It’s clear that digital transformation is vital for survival as organisations vie to meet the changing needs and behaviours of this tech-savvy generation. And, with technological change affecting every part of a brand’s identity, from how it acquires customers to how it engages and communicates with them, how can marketers champion change to equip their organisation for a new era, and thrive, rather than survive this seismic change? Join us for an exclusive breakfast event to consider what a successful client acquisition/retention model looks like in digital and discuss the role of the marketer to drive success.
Coronavirus has forced consumers to refocus on their financial wellbeing, fueling a desire to feel financially secure. In turn, his has kick-started a behavioural change in the way consumers think and feel about their finances – from savings and credit, to protection and insurance.
This session will unveil some proprietary research detailing how the consumer mindset has shifted. Consumers – particularly millennials – have never been as engaged in financial services as they are now. Coupled with a rise in digital channel usage, this opens up considerable opportunities for Financial Services marketers to re-examine how they engage with a receptive and open audience.
Kate Turner, Vice President, Financial Services, Savanta
Kathy Ellison, Director Financial Services, Savanta
Charlotte May, Group Head of Customer Research at Legal & General
The Forum is a community of marketing leaders from across all sectors of the financial services industry. The Forum’ help its Members improve their marketing effectiveness through a calendar of 50+ seminars and conferences per annum, access to a web-based Knowledge Centre archive of marketing intelligence, and via a journal, Argent.