Nearly half of financial services professionals (48%) contacted a solution provider in the last six months after engaging with industry content, and 46% are actively evaluating solutions right now, according to SmartBrief's latest buyer survey.
That's a lot of buying activity, and much of it happens well below the top of the org chart.
When marketers talk about reaching financial services audiences, it's tempting to focus on the most senior title. But targeting one layer of an organization misses most of the people who influence purchasing decisions, and leaves opportunity on the table.
Relevance matters more than job title
Financial decision-makers aren't defined by title or seniority alone, but by the role financial information plays in the decisions they make. That makes audience definition critical.
The strongest campaigns start with a clear understanding of who you're trying to reach, the topics they're reading about, and where they're reading them.
The buying committee isn't one audience
A campaign might focus on a specific professional community or financial interest. But it's important to think beyond single job titles and consider the wider buying committee.
SmartBrief's Financial Services audience spans banking, insurance, risk and compliance, wealth management, financial leadership, marketing and innovation, and asset management. That lets marketers stay focused on their core segment while also reaching everyone who influences the decision.
Engagement starts before conversion
Financial audiences engage with industry content well before they're ready to buy. That makes it worth looking past broad campaign audiences to where these professionals actually spend their time and consume information.
Get a closer look at the audience
The strongest campaigns combine a clear view of the audience with an understanding of what matters to them and when.
Explore the SmartBrief Financial Services Media Kit to see how SmartBrief can support campaigns designed around the specific financial audiences. Contact your Sales Rep to discuss your objectives.
