Financial Services Content Marketing
Beyond the Arc provides B2B financial services marketing for banks, credit unions, fintechs and other providers with solutions for commercial banking, payments and lending, embedded finance and more.
We know your industry, competitive landscape, and compliance risks – and help you develop and execute marketing strategies and tailored content that resonates with corporate buyers.
20+ YEARS EXPERIENCE IN FINANCIAL SERVICES & FINTECH
Engage B2B buyers across the client journey with financial services marketing
Our deep knowledge of commercial banking, fintech, and diverse industries
helps financial institutions fuel growth.
How we help financial services providers increase B2B sales
Banking clients trust us because we understand the finance pain points of corporates,
and how to position modern solutions as the key to solve challenges and drive growth.
Financial services marketing thought leadership
Beyond the Arc CEO Steven Ramirez is a recognized expert in the finance industry
Steven Ramirez explores Embedded Payments
with SVP at Silicon Valley Bank
How Banks Can Market Payments and Treasury Management
South State Bank interview with Steven Ramirez
Featured expert on commercial banking podcast, Steven Ramirez talks with South State Bank’s Chris Nichols about current trends and best practices for treasury management marketing.
CLIENT SUCCESS SNAPSHOTS
Boosting leads and revenue with a competitive GTM playbook
for treasury management marketing
CHALLENGE: A national bank serving high-growth companies faced intense pressure from new competitors and market shifts — and had minimal market presence for treasury management and payment solutions. They had limited in-house marketing resources, and the sales team lacked marketing tools and a cohesive and differentiating GTM strategy to engage and win commercial banking clients.
SOLUTION: Backed by our expertise in banking, payments, fintech and B2B marketing, we helped the bank carve out a unique position in the market. To accelerate impact, we provided strategy and execution of a GTM playbook for marketing treasury services. As a result, the bank has boosted fee revenue and deposits and grown client relationships.
IMPACT for our client:
FROM OUR BLOG
Financial services thought leadership
that might interest you…
Frequently asked questions
Marketing financial services to B2B audiences is typically more complex than B2C. While consumer marketing leans on emotions, marketing to businesses must address the practical needs of stakeholders in finance, compliance, risk management, IT/CISO, and more. For solutions such as commercial card programs, payment platforms, merchant services, and liquidity management, financial services marketing needs to:
- Build trust and credibility by demonstrating tangible business value with relevant use cases and case studies.
- Stay top of mind by engaging clients via multiple channels and content types to raise awareness, generate and nurture leads, and deepen relationships.
- Support confident purchase decisions with content tailored to industry verticals and buyer roles, including thought leadership insights from commercial finance experts.
Marketing financial services such as treasury management and embedded fintech requires understanding of complex B2B finance workflows, payment technologies, data security, compliance and more. An agency like Beyond the Arc that specializes in financial services marketing can help providers tackle intense competition and resonate with corporate buyers to drive sales. For many years, we’ve worked with finance industry clients, and at the forefront of fintech and payments innovation.
An effective marketing strategy for B2B financial services should be research-driven, integrated, and multi-channel. For example:
- Monitor financial industry market trends and competitors to identify opportunities to differentiate.
- Define a research-based value proposition and key messaging.
- Deliver multi-channel product marketing content via website, email campaigns, product collateral, and sales pitch decks, as well as digital ads, SEM, and secure session banners (within digital banking).
- Enhance credibility with thought leadership from experts (e.g., articles, social media, speaking events, videos, podcasts).
B2B financial services marketing is most successful with content that focuses on your buyers’ priorities and challenges (e.g., operational costs, efficiency, cash flow optimization, revenue growth). Your financial marketing should include content types for many channels, such as website, product collateral, email nurture campaigns, and sales decks. Increasing engagement with business buyers also relies on thought leadership content from your finance experts via articles, social media, speaking events, video and podcasts.
Beyond the Arc can support your content needs across the client purchase journey – Book an intro call.
Banks and credit unions can build trust with corporate audiences by highlighting factors that many fintechs don’t have: financial strength and stability, ecosystem of financial services, and a robust regulatory infrastructure. Financial services marketing for B2B should also focus beyond product functionality and include digital content tailored to the needs and priorities of specific buyer roles and industry verticals. Invest in targeted campaigns and thought leadership content to educate corporate clients, showcase innovation, and demonstrate expertise with engaging storytelling.
Financial services marketing must be accurate, transparent, and comply with UDAAP, Reg E, GLBA and other federal and state regulations. For example:
- Product messaging must be clear, easy to understand, and convey benefits without overpromising when discussing functional capabilities, data security (e.g., PCI DSS, AML), data privacy, etc.
- All marketing materials should include appropriate disclosures and adhere to state-specific regulatory requirements. And client claims and quotes must be formally approved.
- Marketers will typically need to partner with their organization’s legal, risk and compliance teams for content approvals.
Banks and fintechs can optimize B2B marketing of fraud prevention services with deeper focus on credibility and value through targeted use cases. Thought leadership from experts (via blogs, case studies, podcasts, and videos) is critical to reinforce evolving threat landscapes and how solutions solve challenges. It’s also vital to highlight compliance capabilities (e.g., SOC 2, AML) and risk management metrics.
Content marketing for fraud control solutions should also be tailored to different roles in the buying decision. For example, CFOs may prioritize cost savings and risk reduction, while IT and security teams will focus on technical capabilities for different threat scenarios. Overall, fraud content needs to build trust without scaring customers, and explain complex technologies with clear, jargon-free messaging.