Out of all the industries I have worked for, Financial Services Marketing to businesses requires a nurture cycle. There’s a long sales cycle, you’re trying to reach the C-suite and the internet empowers the business executive to educate themselves. The old tactics of pushing out emails, mailings and phone calls will only gather the low hanging fruit. They do nothing to solidify a position in the prospects mind and over time can dilute your messaging and brand.
It amazing me how many marketers in this space continue to rely on push marketing, thinking their items are getting through. They spend more time on the creative and less on the strategy and list of the campaign which results in poor results and fatigued executives.