Tag: Fintech

The Art of Storytelling

Posted on by Drew Neisser

Storytelling is an important concept, but it’s often misunderstood. It is absolutely crucial for creating meaningful marketing efforts that stand out, but few B2B marketing leaders are using it to its full potential.

On this special 80th episode of Renegade Thinkers Unite, Drew revisits 5 past interviews that highlight key elements of successful storytelling and its use in marketing.

To hear these insights from successful story-driven marketers, click here to listen now!

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Why you need a signature story rooted in emotion – with David Aaker of Prophet

David explains that when trying to convey a message, a CMO has two options: share facts or tell stories. And facts don’t work. B2B storytelling must magnify the problem, offer a solution or accentuate the outcome. This can artfully be done by combining customer testimony with just enough facts to provide a reliable level of reality. However, simply listing data and facts is a record-keeping entry – not a compelling marketing campaign.

How and when to put emotion into your ads – with Manny Rodriguez of UC Health

Manny’s healthcare marketing philosophy goes against the grain: He always strives to connect to the human side of B2B marketing by putting the patient first. He shares how to nurture the emotional component of storytelling to effectively connect with the audience, as well as his 4 top lessons all CMOs should learn.

Brand identity and storytelling need to be strongly united – with Martin Häring of Finastra

One of the biggest challenges any CMO will face is the task of creating a new brand identity without losing the loyalty and enthusiasm of existing customers. It goes far beyond choosing new colors, a new name, and a fancy new logo. From legal issues, to market research, to the process can be daunting. Martin discusses the foundational principles – including storytelling – that helped him get the job done quickly and successfully.

With innovative storytelling, marketing campaigns can resonate with millions – with Rich Kylberg of Arrow Electronics

Arrow’s story-driven marketing campaign reached people around the world. Rich and his team connected with Sam, a former indy car driver who had become a quadriplegic following a crash in 2000. Arrow was given an opportunity to create technology with real human benefits, and to share a story that would engage people and bring about positive change. Some time after being connected, Sam was able to take his family for a Sunday drive again. Rich explained that Arrow wants to share stories that can “drive technology innovation forward and inspire people to dream big because anything is possible.”

How storytelling can be the foundation of a successful rebrand regardless of scale – with Carolyn Feinstein of Dropbox

With over half a billion worldwide users, Dropbox is major player in cloud storage. Despite their success, they wanted a to expand to ensure their continued status as an industry leader and innovator. With a story-driven campaign, Carolyn helped successfully execute the massive rebrand that coincided with a new company mentality.

Resources & People Mentioned

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Quotes

  • Aaker: “The media world is clutter, today. It’s really hard. Into this context steps story.”
  • Häring: “In marketing, we are all storytellers. We have to create emotions.”
  • Feinstein: “At the end of the day, our role is to understand the people that we’re trying to reach deeply and to know the kind of stories that will resonate most deeply.”
  • Kylberg: “It was a wild success. This initiative totally transformed the company, totally pushed us into the dominant position in our industry.”
  • Rodriguez: “We took the risk of really tasking the patient with telling the story, and the payoff and the benefits have been huge.”

Using a Refined Marketing Technology Stack as a Revenue Generator

Posted on by Drew Neisser

When Drew recently asked a crowd of CMOs how much revenue marketing should directly generate, most said 5-15%. However, Eric Eden, expert CMO of Receipt Bank, claimed that marketing should be a company’s main revenue generator, bringing in 80% of all sales.

This uncommon point of view is explained and detailed on this episode of Renegade Thinkers Unite. Eric and Drew talk through the first two main steps of how to turn your marketing efforts into a revenue machine. They discuss the importance of having a solid foundation marketing technology stack, all of the details behind why evidence-based marketing is the norm, and how to secure a substantial marketing budget for your team. You can listen to part 2 of this interview here. 

You’ll learn a lot from part one of this conversation, so give it your full attention. Click here to listen.

Why a CRM is a foundational basis needed for any successful marketing or revenue-generating campaign

Eric explains on this episode of Renegade Thinkers Unite that without a functional and clean customer relationship management technology piece, your marketing will never turn into a revenue generator. He continues by saying that, “If you don’t have a good marketing technology stack that enables your demand generation engine, everything falls apart.” A solid CRM piece allows you to track leads, understand what is encouraging or hindering contract success, improves integration between marketing and sales teams, and is necessary when putting together a budget proposal. If a CMO is looking at upgrading a single piece of their marketing strategy, having a bombproof CRM platform needs to be at the top of the list. To hear why CRM technology is so critical, and to understand why Eric is so adamant about this piece of technology, be sure to give this episode a listen.

The importance of understanding evidence-based marketing to secure a substantial budget

Gone are the days where the phrase, “it’s complicated, just trust me!” can be successful in budget meetings with company executives. In order to secure the funds marketing teams need, CMOs need to understand how to articulate their marketing in in terms of data and evidence of success. The burden of proof lies with the CMO to persuade others why marketing as a revenue generator can work for the company. You have to determine how to frame things in such a way that makes people comfortable with spending dollars on marketing, build a common language that all teams and levels of employees understand, and prevent any misconceptions. Once you have set the stage and brought people over to your side of the budget debate, you can then begin to determine what percentage of the budget should be spent on each potential customer, and the ROI that would come from each prospective contract. This framing turns marketing into an investment, not a cost, and is the key to massive success. To hear Drew and Eric’s conversation surrounding evidence-based marketing and how it can ultimately be used to generate revenue, don’t miss this episode.

Transform your ordinary marketing campaigns into a massive revenue generator through automation

After a functional CRM piece, the next step to generate revenue is marketing automation –  the second most popular piece of a technology stack. Eric urges listeners of this episode of Renegade Thinkers Unite to understand that automation cannot and does not happen overnight, or even within 90 days. A truly successful marketing automation plan can take upwards of 6 months to design and implement. But the time investment is 100% worth it. By hiring talented sales people and allowing them to actually sell your company, without getting bogged down by monotonous tasks, you are ultimately generating more revenue for the company. Automation allows more integration between the marketing and sales teams and setting the correct timeline expectations upfront will prevent mishaps later on down the line. Drew and Eric have a great conversation about marketing automation and the connections it has to revenue generation on this episode, CMOs in every industry need to hear it.

What You’ll Learn

  • [0:29] Drew introduces his guest for this episode, Eric Eden
  • [3:05] How to lay the foundation for marketing to become a revenue generator
  • [6:00] Why the burden of proof for success lies with the marketer
  • [8:27] What exactly is evidence-based marketing, and how do you define your strategy?
  • [13:57] Eric walks through his process for securing a substantial marketing budget
  • [22:02] The essentials for your company’s tech stack and additional layers to consider
  • [28:22] What’s the next step after creating a solid CRM piece?
  • [33:39] Why isn’t it more common to combine the first two layers of your marketing stack?

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Resources & People Mentioned

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Provenir’s Marketing Risks and Their Path Towards In-House Communication Distribution

Posted on by Drew Neisser

The term “marketing risks” is not often heard in the financial technology industry, but Adi Bachar-Reske, Global Head of Marketing at Provenir, is making it commonplace. She has overturned the company’s communication strategies and is sharing her insights on this episode of Renegade Thinkers Unite.

In her conversation with Drew, Adi explains how Provenir went from using a third-party communication distribution company to handling all of their press releases and supporting content themselves. She also fully explains why Provenir seeks to help financial lenders make better, faster decisions.

Taking marketing risks is one way to ensure your company stands out from the competition, even though it takes courage as a CMO. Drew shares his top four qualities for entrepreneurs as well as why you should avoid too many micro-campaigns all on this episode.

You’ll enjoy Drew and Adi’s conversation, and it’ll leave you thinking, so be sure to listen.  Click here to listen!

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Provenir’s main focus within financial technology and why empowering people to make better, faster decisions is so important

Provenir strives to orchestrate a company’s decision making processes for customers. Adi first experienced this decision-making dilemma after wanting to lease her third car from the same company in four years. Even though the company knew her as a customer and was familiar with her positive financial history, the company still made her wait over 48 hours before they would approve another lease agreement. She believes that decision making needs to be faster, more automated, and that you should never make a customer wait while you decide on whether or not to take their business because it gives them time to go to your competitors. That’s what Provenir prevents. They empower lenders to make better decisions faster and enables them to provide their customers with an even better experience. Adi shares some great anecdotes with Drew about why automating decisions is so critical to a company’s success and you don’t want to miss them.

The path towards in-house communication strategies

Even though working with public relations organizations has been an industry standard for years, Adi and her team at Provenir recently decided to create and distribute their own in-house press releases. This decision came after a few of their self-published blog posts received large amounts of feedback and engagement. Journalists were attracted to the company and they connected with their audiences even without the third party assistance. While bringing communications in-house, Adi realized that there were a number of needs that now needed to be fulfilled by their team: create a CRM database, produce content to follow up each press release, measure the impact, etc. No one could do all of this work on their own, which is why Adi has teams across the world working on these communication and marketing strategies. She tells Drew that there are always trade-offs for bringing work in-house, but that it was definitely a successful marketing risk that Provenir took. To hear all about Adi’s challenges and successes with this venture, be sure to listen to this episode of Renegade Thinkers Unite.

Taking strategic marketing risks can provide greater benefits, and your company can learn from Adi’s successes at Provenir

There are four main qualities that Drew encourages every CMO to have: courage, artfulness, thoughtfulness, and scientificness. Of these, he believes that courage is the most essential and the one in shortest supply. Taking marketing risks can be difficult but it is necessary even in financial industries. If your team decides to go after a risky marketing venture rather than going with the standard methods and it’s successful, the payoffs will be far greater. You can learn from Provenir’s recent in-house communications successes and adapt their strategies to your company. Taking the initial steps is often the most challenging part, and requires every bit of courage that you have as a CMO. For inspiration, be sure to check out Adi’s story on this episode of Renegade Thinkers Unite.

What You’ll Learn

  • [2:07] Drew introduces his guest for this episode, Adi Bachar-Reske, Global Head of Marketing at Provenir
  • [3:33] Adi’s approach and philosophy for risk-taking in marketing
  • [10:17] Why Provenir decided to go with in-house communication strategies
  • [14:07] The content that Adi created and the mechanisms they used to direct customers
  • [17:00] Viewing new campaign strategies from an evaluation standpoint
  • [19:23] The full story behind how Adi brought Provenir’s marketing in-house
  • [21:10] Why you should avoid too many micro-campaigns that drive leads but don’t add up to a bigger story
  • [24:01] Provenir’s main goal as viewed through a car lease example
  • [30:00] Adi’s go-to inspirational resources for marketing risks and CMO advice
  • [32:42] Adi looks forward into the rest of 2018 and talks about the challenges she hopes to tackle

Connect With Adi:

Resources & People Mentioned

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Driving the Future of Banking Technology Through a Massive Merger

Posted on by Drew Neisser

It’s always fun to talk with someone who is on the cutting edge of their industry. And when that industry is something as significant to the global economy as banking, it gets even more interesting. On this episode, you’ll hear Drew conversation with Martin Häring, CMO of a newly formed company Finastra. Finastra is actually the result of a merger between two existing powerhouses in the banking technology industry – Misys and D+H.

In our conversation, Martin highlights the particular challenges faced in bringing two well-known and highly-respected companies together with an eye to maintaining the reputation and specialization of each but forging something altogether different and exciting at the same time.

As Chief Marketing Officer, for Finastra, Martin is responsible for marketing on a global scale. He first joined the team at Misys in October 2013 and is part of the Executive Team at the newly formed company. He’s excited by both the company’s significant role in the banking industry, and its influence in the world of financial technology.

You’ll enjoy this conversation, click here to listen!

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Marketers Are All Storytellers

One of the most intriguing things to me about a huge merger like has happened between Misys and D+H is the task of creating a new brand identity without losing the loyalty and enthusiasm of existing customers. It’s not simply a matter of coming up with a catchy name and deciding on a color palette for the new logo and letterhead. The legal issues alone are mind-boggling.

Martin shares some of the challenges the Finastra team had to address in its merger and rebrand and highlights how the same foundational principle that supports good marketing – storytelling – was required internally in developing and nurturing a new vision among its team members, and externally in the form of customer outreach and communication. I love how marketing principles prove to be useful in a variety of challenges businesses face. Martin’s insights are gold, so be sure you take the time to listen.

Be Courageous In Forming A Vision

When it comes to bold visions, Martin Häring and the team at Finastra are leading the way in the banking industry. The company is positioned as a leader in banking technology and is intentionally paving the way for the future of what banking will become as a global industry.

In our conversation, Martin and I talk about the role A.I. (artificial intelligence) will play in banking tech and how Finastra is leading the way in developing the systems and platforms that financial institutions will use in the future. It’s a long, slow road to introduce new technologies in the banking industry but the Finastra team is not only patient, they know the industry well and are taking steps at the pace the industry can handle.

Are you driving the trends in your industry, or trying to keep up with them?

In Martin Häring’s view, CEOs and CMOs should be asking themselves daily if their company is merely maintaining the status quo or driving their industry forward. It’s the innovation and disruption market leaders create that makes them the go-to people in a given industry.

In this conversation, as Martin describes the changes coming to the future of banking technology and the role his company, Finastra is playing in the implementation of those changes, I got a feel for what he meant. It’s about thinking ahead, looking into the future to see what will be needed years from now, and positioning yourself to be the one to meet those challenges and provide the right solutions. This was an enjoyable and challenging conversation you won’t want to miss.

What You’ll Learn

  • [0:29] My guest on this episode: Martin Häring of Finastra
  • [1:18] The amazing journey of how Finastra combined 3 companies
  • [4:41] Approaching the business analysis for a merger of this magnitude
  • [7:23] Getting employees excited about the new brand coming from the merger
  • [11:20] The brand naming process, legal hurdles, internal challenges
  • [13:36] An unbelievable 6 month timeframe for making the merger happen
  • [21:01] Martin’s interview with a human-sounding and human-looking android
  • [24:43] A.I. solutions being built into the Finastra platform
  • [28:07] The biggest marketing challenges Martin and Finastra are facing

Connect With Martin:

Resources & People Mentioned

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