Best of the Week: Issue 41

Best of the Week: Issue 41

controller-pad-afternoon-xboxGame the gamers

When the big boys want in on the geeky kids’ video game in the basement, you know something is up. That was proven at Davos during the World Economic Forum when banker after banker stood up and declared their enthusiasm for jumping into the Fintech game. Who can blame them? They’re estimated to lose about $150 billion to Fintech startups, and that ain’t nothing yet.

Banks don’t know everything

Not everyone likes the idea of outsourcing, but when it comes to economic survival, it may be the only option. One innovation manager had some thoughts post-Davos: perhaps banks aren’t the best people to come up with clever Fintech-type apps, and therefore should consider handing the reins to someone who really knows how to do it.

Why not use Esperanto?

It’s no secret – when young guys go backpacking around Europe and want to woo girls in the process, the first thing they do is memorize some key phrases in the local language to increase their chances of success. The same idea applies to global B2B marketing – when you invoke the language of your target market, you’ll see better results.

It’s all in the strategy

With content marketing now a staple in the marketing stratosphere, B2B firms now need a solid content strategy in place. But how? Easy, or not so easy: have a clear understanding of your potential client’s journey, monitor the success of your plan, and consider outsourcing to those who really know how to produce great content.

Clear out the psychobabble

Studying user experience as part of your overall approach can be an intimidating minefield: it can be such an abstract psychological analysis that it drives away even the toughest customer service specialists. But it doesn’t have to be that way if you make one crucial shift in your thinking: from broad, shallow swathes to deep, specialized strikes.

Until next week, keep your head about you…

Picture of Jack Macy
Jack Macy
Jack Macy is one of the co-founders of CSTMR. His background and experience span branding, marketing strategy, design, UX, and technical development across financial services, technology, healthcare, and nonprofits.

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