Liz Sands

B2B Marketing within Financial Services

7 steps to whip your B2B Sales and Marketing into

shape to help make marketing magic happen.

*Sales and Marketing

Be an S&M* Queen (or King)

Liz Sands

Firstly a little bit about LV=

A little bit more about LV=

Sales

Analytical

Long-term focus

Strategic

Pull

Creative

Fun

Marketing

The sales and marketing characters

Interpersonal

Short-term focus

Tactical

Push

Single-minded

Rewarded

How did George Osborne get involved in Dogs vs Tights?

Mr Osborne said: “Pensioners will have complete freedom to draw down as much or as little of their pension pot as they want, anytime they want.” “No caps. No drawdown limits. Let me be clear: no one will have to buy an annuity.” Wednesday 19 March 2014

How did LV= Respond?

Analytical

Long-term Focus

Strategic

Push

Creative

Fun

Interpersonal

Short-term focus

Tactical

Pull

Single-minded

Rewarded

Sales Marketing

LV= at the Heart of Retirement

LV= Retirement Specialists

1. Surround yourself with like-minded people

2. Grow your marketing and sales around adviser advice

processes

NEW NEW NEW UPDATED NEW NEW

Analytical

Long-term Focus

Strategic

Pull

Creative

Fun

Interpersonal

Short-term focus

Tactical

Push

Single-minded

Rewarded

Sales Marketing

Supporting advisers in the retirement advice journey

3. Create a unified focus on the most valuable advisers

• Age

• Gender Demographic

• Postcode

• Country Geographic

• Motivations

• Interests Psychographic

• Usage

• Perceptions/ Beliefs

• Previous experiences Behavioural

• Networks

• Products

• Business levels

• Firm size

• Business written

• % of Business written with LV=

Business

Analytical

Long-term Focus

Strategic

Pull

Creative

Fun

Interpersonal

Short-term focus

Tactical

Push

Single-minded

Rewarded

Sales Marketing

4. Organise your sales and marketing around the adviser needs

A way to introduce the new proposition

5. Integration of knowledge

Marketing for Advisers

Client Communications

Advertising and Acquisition

Analytical

Long-term Focus

Strategic

Pull

Creative

Fun

Interpersonal

Short-term focus

Tactical

Push

Single-minded

Rewarded

Sales Marketing

6. Shared experiences

7. Shared measures of campaigns

#Dogintights

B2B Marketing within Financial Services

Roundtable Question

Successful business

Successful marketing

How can an SME achieve both?

@1_LizSands

uk.linkedin.com/in/elizabethsands1marketing