Mastering Lead Generation in B2B Fintech Marketing

2015-2020 was a challenging year for many fintech companies. Despite offering advanced payment processing options, these firms struggled with quality B2B lead generation. 

Recognizing the need for a strategy change, many companies implemented a comprehensive lead generation campaign. They used a multi-factor approach by integrating PPC advertising, organic SEO, and B2B content marketing. 

The transformation was remarkable. Over the next year, companies like Stripe saw a 150% increase in inbound leads and a substantial improvement in lead quality. This ultimately led to a 35% rise in sales. Moreover, within a few years, the company achieved an 18.31 market share in the payment processing category. 

In this competitive world, mastering the fintech landscape is crucial for companies. As B2B fintech corporations try to stand out, effective lead generation becomes a key differentiator. 

This blog explores essential strategies for B2B fintech lead generation, including the powerful combination of PPC advertising, organic SEO, and content marketing.

The Importance of Lead Generation for Fintech Industries

You can achieve lead generation through many means. You can either try to attract leads in a market with a big vacuum or you can try it in a saturated one. Regardless, if you play your cards correctly, the benefits remain the same. 

By using these techniques, fintech industries can attract more leads. They can also enhance their lead quality and conversion rates. Additionally, they can ensure sustained growth. Here is why lead generation for fintech agencies is so important.

1. Increased Customer Acquisition

Fintech companies need people to invest a lot of money in their services. Moreover, their customer acquisition costs are very high. This means that the tradeoff for potential customers is huge. Lead generation services help these companies attract potential customers. It also helps drive their revenue growth. 

2. Targeted Marketing Efforts

By understanding the specific needs and behaviors of their target audience, a fintech company can achieve better and more sustainable leads. Additionally, they can reduce overall waste by recognizing pay parity among different demographics. They can also increase overall ROI by implementing precise marketing campaigns. 

3. Building Customer Relationships

Effective lead generation is not just about acquiring new customers but also about building lasting relationships. Fintech industries can build loyalty and trust with their clients by nurturing leads through personalized content. Additionally, they can post case studies showing real data. 

4. Data-Driven Insights

As part of your lead generation agency efforts, you can collect valuable data and insights about your potential customers. You can analyze this data to understand the unique pain points of fintech customers. All of this will help you create products that are tailored to the needs of your clients. 

5. Scalability and Growth

A good lead generation strategy supports scalable growth. A Fintech company can generate many high-quality leads. This allows them to enhance their customer base without spending too much money on marketing. 

B2B lead generation fuels growth marketing by identifying and attracting high-potential prospects, enabling targeted campaigns and personalized strategies that drive customer acquisition, retention, and business growth. Learn all about Growth Marketing here.

Top 5 Ways of Lead Generation for Fintech Companies

Whether you are a fintech startup or a well-established company, it is important to have a variety of different strategies for lead generation. Here are a few to get you started. 

1. Reassessing the traditional event-based approach

Imagine a company spends a high marketing budget planning and organizing an event. However, they are able to attract only a few B2B clients. As technology advances, more and more companies are switching to hybrid or online models as it helps them generate more leads. 

Businesses prefer attending virtual events because they are less costly and save time and energy. Fintech corporations should try hosting webinars, online events, and virtual conferences. This will help them get more clients and achieve a much better ROI. 

2. Leveraging PPC Advertising for Immediate Impact

PPC (Pay-Per-Click) advertising offers fintech agencies a way to generate leads quickly by placing their ads at the top of search engine results. This approach allows businesses to target specific keywords and demographics. It also ensures their ads reach the right audience. 

3. Adopting the Account-Based Marketing

According to Forbes, around 66% of marketers believed that if they adopt an account based marketing system, it will increase alignment between marketing and sales teams. Additionally, it will help generate more revenue. 

B2B business is different from B2C. In the former, a fintech company  needs to create content that appeals to many stakeholders within a company. This includes CEOs, CFOs, etc., all with different needs. 

Account-based marketing (ABM) helps with lead generation because it allows you to focus your campaigns around a specific niche of accounts. You can streamline your marketing campaigns to drive the B2B clients through the sales funnel. 

4. Content Marketing using LinkedIn

Content marketing is a powerful tool for educating and engaging potential leads. By creating valuable content tailored to their target audience, fintech corporations can nurture prospects through the sales funnel. 

Consistently sharing engaging and thought provoking articles on Linkedin can also help with lead generation. 

For example, Programmers Force, one of the leading AI-based companies, uses a variety of content marketing strategies. This includes blog posts, webinars, and educational videos to attract and retain B2B users. 

Other Ways of Effective B2B Fintech Lead Generation

• Use AI to your advantage: Automate your process to ensure more efficiency. Make unique content for your clients. Additionally, make informed decisions by using predictive analytic platforms and language learning models. 
• Video Content for Better Messaging: Video content increases organic traffic by 157% and conversion rate by 80%. Use videos to showcase the value and real-world use cases of your product or software. You can make explainer videos, tutorials, how-to-videos, or educational content. 
• Incorporating testimonials and reviews: Building trust with your B2B clients can help generate quicker and more sustainable leads. Add case studies, free trials and samples, interactive content, and video testimonials to ensure your clients trust you. 

How to Create a Successful Lead Generation Campaign

If you want to create a successful lead generation campaign, it will require careful planning and execution on your part. Here is how you do it. 

1. Set Clear Goals: Before building your campaign, define clear objectives. Focus on attracting new customers and encourage them to engage with your products or services. Define specific, measurable goals such as increasing website traffic or boosting conversions.
2. Identify and Understand Your Audience: Conduct extensive market research to understand the behavior of your potential customers. You can also segment your audience based on demographics, interests, and behaviors.
3. Create Compelling Offers: Develop attractive offers that provide real value to your audience. These incentives encourage potential leads to engage with your brand.
4. Develop Engaging Content: Make sure to diversify your content across multiple formats to reach a wider audience. Publish whitepapers, blogs, videos, and webinars to attract and engage different types of clients. Ensure the content is relevant and valuable.
5. Optimize Landing Pages: Design optimized landing pages for each offer. These pages should be simple. They should also be visually appealing and include clear calls to action (CTAs). Use A/B testing to refine the design and copy. This will ensure the highest possible conversion rates.
6. Utilize a Multi-Channel Marketing Approach: Make sure you use both inbound and outbound marketing strategies. Utilize social media messaging, organic SEO, and PPC advertising to capture leads through various touchpoints. This approach ensures a wider reach and higher engagement.
7. Monitor, Analyze, and Optimize: Regularly monitor key performance indicators (KPIs). These include conversion rates, cost per lead, and click-through rates. Analyze the data to understand what works best and make informed decisions for future campaigns. Continuously optimize your strategies based on these insights to improve results.

Generate Fast and Sustainable Leads with Marketpro

Fintech industries need B2B lead generation campaigns for higher growth. As technology evolves, these companies need to automate their businesses and use language learning models to deliver unique products and services to their clients. With precise marketing strategies, companies can easily drive revenue to their site and increase their credibility. 

Market Pro has helped numerous clients like AML Watcher, Facia, and KYB to build sustainable leads. We create tailor-made inbound and outbound strategies for you so you can attract new customers.