Agile Marketing for FinTech Services:
Insights from a Marketing Innovator
by John Becker
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What you'll discover
when watching John's story
- In the finance industry, businesses can focus on building their brands through improving customer experiences, product support, and the full consumer journey.
- Encourage a culture of rapid experimentation and agility in marketing strategies to drive growth and innovation.
- Marketers must prioritize customer-centric approaches to meeting consumer needs and enhancing their experiences.
- Business leaders and CMOs should encourage employees to make an impact from day one by delivering new ideas and executing them quickly.
- New marketers should embrace diversity in marketing skill sets and avoid getting siloed in specific roles, so it will be easy to adapt to rapidly changing industry landscapes
- Leverage in-house expertise for rebranding initiatives and content creation to ensure a deep understanding of the consumer, product, and market.
- Advancements in technology and AI will help teams run more efficiently, however, don’t forget the key to marketing and branding is building a human connection with the consumer.
Meet John Becker - Chief Marketing Officer @ Investor's Business Daily
John Becker is the Chief Marketing Officer (CMO) at Investor’s Business Daily (IBD), a leading financial services company that provides comprehensive stock market news and insights for every type of investor.
As a seasoned marketing executive, John is passionate about connecting brands and consumers. He also excels in building and mentoring high-performing customer-focused, data-driven, and innovative teams.
John’s career started in the advertising business in Chicago while working in account management for Publicis Groupe.
At Leo Burnett, he worked on several CPG accounts including Kraft Foods where he contributed to the reintroduction of the Altoids brand in the US market. The now-famous campaign made Altoids a household name and transformed a tiny brand into the category leader.
Also, John built the marketing department from the ground up for Film Independent, the non-profit organization that produces the Los Angeles Film Festival and Independent Spirit Awards.
At IBD, John spearheaded the creation of two digital products and apps that were integral in transforming IBD into a disruptive leader in the Fintech space. He is an integral part of the team that led IBD’s transformation and eventual acquisition of IBD by Dow Jones and News Corp.
Check out John Becker's thoughts on content marketing
When it comes to creating engagement using marketing, John shares:
"There are a ton of tactics we use, many involve content marketing. We produce monthly webinars, podcasts, virtual workshops, product demos, educational emails series and super cool infographics."
He also shares about how to keep your brand fresh over time:
"We continuously look for new ways to refresh the brand over time. This includes things like experimentation on messaging (taking a more casual, conversational approach and length of copy, super concise to super detailed), evolving layouts of ads, social posts and landing pages."
John also explains what marketers can do to tap into the power of artificial intelligence in content marketing:
"There is enormous opportunity to leverage AI throughout the marketing function, from creative development of ads & videos, to messaging, and throughout the MarTech stack to make processes more efficient. Just keep in mind, marketing will always require a human touch to make that real connection with the consumer."
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