GAINING A COMPETITIVE ADVANTAGE IN FINANCIAL SERVICES MARKETING
Our November 1st virtual event featured a great presentation from LinkedIn‘s B2B Institute on building a customer-led growth strategy through category entry points (CEPs) in business banking. The research uncovers what SMB (small & mid-sized business) customers really care about when they’re in the market for business banking and payment products — as well as which brands dominate which CEPs and which whitespaces are open for the taking. You can watch a video replay of the presentation with the link on this page and download the deck here.
You can also read the full report on LinkedIn’s website to learn how to adopt a financially framed, customer-led growth strategy, specifically:
- Why mental availability is the most important brand metric that FinServ companies should track
- How CEPs help build mental availability
- Where to place your bets based on the competitive landscape
Our thanks to presenters Peter Weinberg and Derek Yueh from The B2B Institute for sharing their research and insights.
