Lead Generation Trends: A Fintech Startup's Field Guide

The financial services industry remains to be an important source of innovation for other sectors. From government to private institutions, there has been a growing demand for financial software and other tools on account of their value in streamlining the bottom line.

Indeed, spending for fintech products remains to be robust, with innovations in financial tools leading the drive toward better growth. By 2022, the fintech market will have grown to a whopping US$ 7.3 billion according to a report by Markets and Markets.

What’s more, it is important to point out that fintech plays a vital role in the face of ever-increasing complexity in the way organizations manage their assets and investments. The industry itself brings greater convenience and control to businesses that opt to manage large amounts of data as accurately as possible. Quoted by the Huffington Post, Stockspot CEO Chris Brycki underlines the need for organizations to update their tools as the focus shifts towards automation and digital management.

Of course, Brycki is talking about the Australian fintech industry, which actually has the potential to surpass growth forecasts given that more and more companies are investing in and developing their own financial management technology. The same can be said of local fintech industries in Southeast Asia, particularly in Singapore.

As blockchain technology and funding platforms take center stage, fintech enterprises are gearing up to compete for a larger market share, especially now as industry players in Southeast Asia refuse to get left behind. And taking into account the ease of running a startup, there is no denying that new players in the region will further drive growth in the sector.

In due time, business startups in the fintech industry will find it essentially beneficial to promote their products on the market. But considering how competition has increased in recent years, it has become vital for these startups to adopt better marketing strategies. They can look no further than lead generation as a way to acquire better sales opportunities.

At the end of the day, marketing takes precedence in enabling fintech startups to grow and go beyond revenue projections. To stay competitive, new players in the industry will have to leverage existing trends in coming up with better strategies for generating high-quality fintech leads.

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Market segmentation

An article by InboundFintech puts audience segmentation at the very top of its list of lead generation trends in the industry. And for very good reasons. Generating high-quality leads involves precision. You will need to have a well-defined audience profile so you can better create the right messages for the right segments. Considering the amount of unique data to be handled, however, fintech companies will have to update their lead management tools. This would involve using an effective system where each lead is specifically scored. It allows for a cost-effective way of coming up with content that resonates well with a particular group.

Market research

Sound research forms the basis of any successful marketing campaign. After all, you won’t be able to produce the right messages or even determine the right platforms through which you can promote your brand. And considering the volatility of the fintech landscape and organizational demands, it is imperative to locate and gauge areas you can exploit.

For the B2B crowd, social media is seen as a minor channel. But in recent years, social media adoption has become prevalent among decision makers, thereby increasing the use of the big four social media networks (Facebook, Twitter, LinkedIn, and YouTube) among B2B marketers. Moreover, at least 54 percent of B2B marketers say that they were able to generate leads using social media. Fintech startups should therefore create a robust presence using these channels. It’s only a matter of knowing the type of message that you will have to offer online, which leads us to…

Facebook and Twitter Metrics to Track in 2018 [INFOGRAPHIC]

Personalization

This is already a no-brainer since companies across the B2B spectrum are underscoring the importance of custom content. Indeed, personalization is powerful in any marketing campaign. Considering the amount of contending voices online, companies that want to reinforce their brands will have to create messages that align closely with their buyers’ journey. For a start, fintech companies can initiate personalized email campaigns that provide ample information about a new product or service. Through social media, you can create content that provides relevant data that touch on, say, asset management for hedge fund managers.

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