Recently, the CEO of a FinTech vendor realized that his sales team has “gone rogue.”

His sales people are spending upwards of 20 minutes in discovery meetings just talking about their company and product, rather than engaging buyers in a conversation that will aid discovery.

When they do ask disco...

About 4 years ago, a 50-person global financial services technology firm that provides cross-asset market access came to PropelGrowth for help developing and executing an integrated marketing strategy. This is their story.

Selling Technology to Financial Services Firms

This company was founded in ...

A few years ago, I did a loss analysis for a customer-onboarding software vendor. The sales team for this vendor were convinced (all the way up to the global head of sales) that the buyer for their product was the head of the onboarding team – essentially the product users and their direct boss. So ...

A few weeks ago, I wrote about how content marketing seems to be slipping into the “Trough of Disillusionment.” This is the second installment in that series. Unless marketers are compulsively customer-centric, they'll continue to struggle.

As I mentioned in the last article, a key reason for the d...

Financial technology marketers are steadily improving at creating awareness-stage marketing content. Many who were once verbose and blustery are now producing more customer-centric thought leadership. The white papers, blogs and articles they produce today provide substantially more value to the aud...

Marketers can't always get access to enough customers for buyer persona research. But all is not lost. Here are three other interview sources that give even better insights to help you flesh out your buyer personas.

Recently, one of our subscribers mentioned that he has difficulty getting...

Competitive analysis is a key component of your marketing, sales and product strategy. If you don’t know where your company fits into the competitive landscape, you won’t know how to position your offering, what alternatives your prospects might consider, or what improvements are most critical in or...

Many of our clients are experiencing longer and longer sales cycles, and the longer the sales cycle, the more financially painful losing becomes.

At the same time, the propensity for “No Decision” losses is increasing. Let’s talk about how these trends affect your sales process and what you can do ...

A Bird in the Hand is Worth Four in the Bush

We talk a lot about creating demand, generating leads and acquiring customers in this blog. But marketers also need to focus on customer retention. Consider this: most sales organizations close about one out of every four qualified opportunities. So that...

Last week, we helped one of our clients organize and host a live round table event in London with members of the buy-side including CTAs, hedge funds and proprietary trading firms. This event was part of a year-long research project we’ve been doing to study the futures industry, develop effective b...

Some of our most impactful conversations have focused on the difference between content marketing and thought leadership. As I work with clients to plan their content strategy, this continues to be an important issue.

Explaining the Value of Financial Technology is Hard

We work with quite a few fi...

If you represent a financial technology firm and are looking for help with content marketing, then you already understand the very real need to deliver a steady stream of helpful, engaging content to your readers. But if you’re like most FinTech firms, your marketing team doesn’t have the time or at...