Nurturing the next generation of financial marketers

Navigating a pathway into financial marketing can be overwhelming for many junior marketers. But, with consistent effort, entry-level talent can keep pace with a dynamic and evolving work schedule. 

There is no longer a linear way to make it as a financial marketer. Historically, the “ideal” pathway was to perfect your grades, get a university degree, construct an exemplary CV, and prepare for a series of interviews. The vastness of financial marketing will likely seem intimidating. 

Financial services is a dynamic industry – to keep up, you must discover where and how to keep on learning. A good way to get to grips with an industry littered with jargon is to engage in interactive sources such as podcasts. 

One such example is the “Shiny New Object” podcast. With a focus on the future of marketing technologies, experienced professionals deliver their personal views and advice in an accessible format. Listening in on personal journeys – such as Sarah Bogue, director of brand, marketing and communications at EY – will provide an extra layer of inspiration and build industry awareness. 

Beyond podcasts, social media platforms can also offer a rich source of information for those starting out in the sector. 

Research cited by SEO marketer turned best-selling-author, Maddy Osman, states that 80% of B2B marketers’ social media leads come from LinkedIn. 

The extent to which experienced industry members will go to help junior talent may be surprising to beginners, according to seasoned professionals such as Vasco Vaz Rodrigues, head of marketing at reconciliation software provider, Aurum Solutions. 

Learning from others is “lastingly effective because you can construct a network whilst you learn,” he says. Connecting with people equipped with senior titles such as chief marketing officer, head of brand, director of communications – as well as those who share a similar level of experience as you – will expose you to new themes and ideas. 

Learning the standout names of the industry will also develop the understanding of juniors and offer more detail around each job function as their posts fill up your feed. “Source knowledge from what others are doing or thinking about doing – note their priorities and challenges and figure out what’s happening inside of their companies,” Vaz Rodrigues advises. 

These methods are good preparation before moving onto more technical sources of information, such as industry news and specific financial services journals. Once you have a grasp on market themes and techniques, juniors are advised to do some detailed groundwork on their audience. 

Daria Kępa-Green, marketing director at Cytora, says new market entrants need to understand that adapting marketing to an audience is such a big learning point. 

“The financial sector is relatively more technical than other industries so it’s important to upskill on the right terminologies so you can speak the language of financial institutions and their customers. 

 “There are of course stricter rules surrounding what financial companies can market and communicate to their customers. 

 “While in most cases a compliance or legal department will provide a safety net, this is no substitute for at least having a rudimentary understanding of these rules,” says Kępa-Green. 

She says that marketers constantly need to evolve and think differently, adding that one of the biggest transformations she has gone through is moving away from the marketing qualified leads model (MQLs). 

“MQLs mean you, as a marketer, optimise for leads and you set criteria on what makes an MQL.”  

Kępa-Green, a former tech marketer at Sauce Labs and TestObject, says it is important to understand that marketing can be difficult to measure, so increasingly marketers focus on MQLs. 

“That means that we gate whitepapers, webinars, and case studies. When I joined Cytora, I was really open with the team and I said ‘I don’t believe that’s the way to go.’” 

 “Remember there’s no such thing as the ‘complete marketer,’ there are always things you can learn and skills you can acquire. What unites the best marketers – in any industry – is a desire to learn and improve,” Kępa-Green concludes. 

Aside from the technicalities of marketing lingo, data analytics, and the ability to hold your own in the board room, to flourish in financial marketing junior talent must showcase valuable traits. 

Vaz Rodrigues emphasises the importance of attesting to your own personal value in the workplace. “What is evaluated [by employers] is the potential to grow – what they were able to build on their own previously to a role and how well they demonstrate a work ethic,” he says. 

Junior talent have the perfect opportunity to build their reputation in a way that aligns with Vasco’s insights. Don’t underestimate the importance of your personal brand – persistence and thoughtfulness will always be useful tools. 

Most interviewees entering a financial marketing role will likely be equipped with current news to discuss and perhaps several company statistics – what can you do to separate yourself? 

Keep it consistent

An unconventional pathway to rise up the ranks in financial services marketing is through influencing. Financial services companies are continuously looking to their own employees to be their brand representatives. 

Scott Guthrie, director general of the Influencer Marketing Trade Body, warns of the more difficult hurdles junior talent may face when looking to succeed in influencer marketing. 

“The hardest thing is consistency. It’s straightforward to write a blog or publish a TikTok, but it’s realising that to build a community means showing up week after week.  

“It’s about building for the long haul.”  

Even with rigorous preparations, each organisation will have unique processes to get used to – often, you may not understand them at first, leading to potential disheartenment. Perhaps your first contribution isn’t accepted or successful. 

To really “make it” as an influencer, resilience must be a part of your skillset. These values aren’t limited to influencers, however, foreword thinking and consistency is just as necessary as a financial marketer. 

Guthrie further advises that “by understanding who you are, where you want to get to, and who your audience is,” you can regroup and try again.

This article is taken from the print edition of Financial Promoter. Click here to subscribe.