Sometimes, the best approach to take in B2B marketing is to think about your customer’s customer.
Read MoreSometimes, the best approach to take in B2B marketing is to think about your customer’s customer.
Read MoreTopics: Audits, Bylined Articles, Surveys, FinTech marketing
August 06,2019 | BY: Kristin Jones
There was a day when a key part of a financial company’s branding strategy was based on a physical portrayal of its stability: the building itself. Large, solid, imposing structures, bank buildings have long been emblematic of the way the institutions want their customers to perceive them.
But with the rapid and nearly complete shift of financial services to digital and largely invisible infrastructures in the last 25 years, the need to build a brand identify of stability, authority and trust can no longer be met with a concrete structure. Particularly in the B2B financial technology arena, that brand identity must be built through careful curation of thought leadership, content and analyst relationships.
Read MoreTopics: Bylined Articles, Surveys, Marketing Lessons, Analyst relations, FinTech marketing
July 11,2019 | BY: Kristin Jones
It can be tempting to think of all B2C marketing as being the type of impulse decision to which you can appeal with an emotion-driven campaign showing happy, strong, cool people. Not everything is as simple as a refreshing soft drink on a hot day or a pair of shoes that totally make the outfit.
At JONES, we have experienced the side of B2C marketing that requires engaging consumers with useable and useful information, understanding that larger investments have a longer sales cycle, and that especially now, with the world in our pocket, consumers research a wide range of products before making their final decision. The lessons we’ve learned through marketing financial services, higher education, personal electronics and even nutritional supplements for endurance athletes can be applied to a wide range of other B2C products and services.
Read MoreTopics: Social Media, Public Relations, Personas, Marketing Lessons, Life Sciences, Education marketing, Client Success Stories, FinTech marketing
April 19,2016 | BY: Kristin Jones
Once upon a time, the PR department was in charge of “earning” media coverage, and marketing/advertising paid for exposure. When large organizations have deep pockets to pay for that approach, it can work well (though not as well as it used to - hence the rise of inbound marketing).
Read MoreTopics: Public Relations, Content, Integrated Marketing & PR, Education marketing, Client Success Stories, FinTech marketing
I enjoy meeting with clients, and educating companies about all things PR and Inbound Marketing. Meet Scott