This event is open to paid Forum members (Partners & Client-Side - FCA or PRA regulated)
We will be accepting arrivals from 09:00am, and the discussion will begin at 09:30am.
In B2B financial services, marketers must navigate complicated corporate structures, long decision chains, and large multi-stakeholder groups with differing priorities.
Advisors, trustees and institutional investors operate within frameworks that are more complex and risk-averse than B2C clients, and they rarely make decisions alone. What does effective marketing look like in this complex space?
This session will explore the specific challenges of influencing B2B audiences in financial services, and what marketers in this space need to do differently than their B2C counterparts.
We’ll look at:
- How marketing and sales teams can work together to influence multi-stakeholder environments
- Understanding the pressures and priorities of advisors, trustees and investment committees
- Creating content for multiple business audiences
- The main drivers influencing B2B decision-making and how this contrasts with B2C audiences
- Understanding the relevance of brand and sales in the B2B landscape
Speakers:
Ben Burton, Strategic Account Manager, Vanguard
Ben is responsible for working closely with Strategic Accounts to provide them with research, education & consultation to help them make informed investment decisions and have valuable interactions with their clients. His main focus is to develop & deepen relationships with Strategic Accounts at both centre and branches with the objective of updating, confirming and adding to our clients knowledge. He can offer assistance on a variety of topics including; Investment Education & Thought Leadership, Adviser Insights, Market Outlook, Performance Analysis and Event Support.
Dharini Patel, Marketing Director, CFC
A strategic marketing leader focused on delivering measurable results, Dharini has over fifteen years of experience, primarily in financial services, targeting B2C and B2B markets across Europe and Asia. She has excellent relationship building, influencing and communications skills and is a strong team player with great business acumen and a real passion for marketing. Her experiences include; Marketing strategy and planning, Brand management and proposition development, Integrated campaign management, Content strategy and generation, Budget management, Team management, and mentoring and people development.
Phil Dean, Founder, Studio Certain
With over 40 years of diverse experience in design and branding, Phil Dean is a seasoned creative leader and the founder of Studio Certain. His broad background, ranging from boutique agencies to large PLCs, gives him a comprehensive understanding of brand strategy, design, and execution. Throughout his career, Phil has worked with global brands across a wide range of industries, contributing to their growth and visibility. His impressive portfolio includes collaborations with high-profile clients such as Nike, Virgin, Guinness, BBC, Formula 1, Toyota, Jaguar, Paul Smith, Manchester United, Sky, Kopparberg, and the London 2012 Olympics.
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