By changing perception and behaviours, B2B marketing drives business growth and generates leads. But in an era of influencers and fragmented attention spans, financial service brands often fail to reach the right people. So how can these companies create customercentric messages and experiences that are relevant to their end consumers?

11:FS CCO Eric Fulwiler walks us through our marketing playbook to show how financial services companies can leverage culture to add value to their target audiences. That means being a publishing company instead of an advertising agency, publishing empathetic and human content that resonates with your community, relying on data analytics and striking the right balance between quality and quantity.

By maximising arbitrage, finserv and fintech marketing departments can help get their message to the right people at the right time. And here’s how to do it.

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