Insights

Four Things to Consider for Your FinTech Website: How to Optimise Your Engagement

matthew@nuwavedesign.co.uk (Matthew McAuliffe) — Mon, 29 Jul 2024 10:50:06 GMT

Four Things to Consider for Your FinTech Website: How to Optimise Your Engagement

Are your analytics telling you that users only spend a few seconds on your website? It may be disappointing to see, but there are important aspects you need to take into consideration when structuring your site to optimise your user engagement. According to a survey by Databox, visitors generally spend just about one and a half minutes on a page before clicking away. With such a limited window, it’s essential to design your website to be as engaging and user-friendly as possible to make the most of every visit. Your website is often the first point of contact future clients will have with your brand - a well-structured, user-friendly website can significantly enhance your brand’s credibility, amplify your message and prompt visitors to seek out your services. In this blog, we’ll explore four things to consider when structuring your B2B FinTech website to encourage user engagement.

1. Clear and Intuitive Navigation

Clear navigation enhances user experience and usability by helping visitors find the information they are looking for quickly and easily, which is crucial in getting them to stay on the site. If finding your services page is like finding a needle in a haystack, your website visitors will not want to stick around.

Simplified Menu Structure: Organise your menu to be straightforward and easy to understand.
Logical Categorisation: Make sure content is organised in a logical way for ease of navigation.
Sticky Navigation Bar: A sticky navigation bar is a fixed navigation menu on a webpage that remains in the same position as the user scrolls down and moves around a site. Implementing this keeps the main navigation accessible as users scroll down the page.
Use of Mega Menus: A mega menu is an expandable menu that displays navigation options to site visitors in a large, rectangular group. Used for more detailed options, mega menus can help users navigate your site without feeling overwhelmed.

2. User-Centric Content

Engaging, informative content that is easy to digest helps to educate prospective clients about your services and to build a strong brand presence. Focusing on user-centric content can be a major differentiating factor for your brand and provides the opportunity to showcase your services and products as the ultimate solution to a client’s pain point.

Clear Product Descriptions: Use concise language and visuals to explain your services – drop the technical jargon and talk about how your services can alleviate your clients’ problems.
Case Studies and Whitepapers: Provide detailed analyses of successful projects and in-depth discussions on complex topics. Real-world examples showcasing your services can help clients see the start, middle and end of how you work with clients to achieve success.
Multimedia Content: Utilise infographics, videos and interactive elements to make complex topics more accessible and easier to understand.
Client Testimonials: Showcase real-life success stories and testimonials to build credibility and trust.

For more about Solution/Customer-centric marketing and why it works check out our blog here .

3. Responsive and Mobile-Friendly Design

With users accessing websites on the move via their mobile devices, your website needs to be accessible and SEO-optimised for user engagement.

Mobile-First Design: Prioritise mobile usability in your initial design process.
Flexibility Grids and Images: Ensure your layout adapts seamlessly to different screen dimensions.
Touch-friendly navigation: Make sure buttons and links are easy to tap on smaller screens.
Cross-Device testing: Regularly test your site across various devices to ensure consistent performance.

4. Strong Calls to Action (CTAs)

Effective CTAs drive conversions and encourage users to interact with your site, leading to increased client engagement and overall business growth.

Strategic Placement: Position CTAs on the homepage, blog posts and service pages to capture user interest. Don’t make users look for these buttons – they should be somewhere obvious and easy to click.
Clear, Action-Oriented Language: Use phrases like “Get Started”, “Learn more” and “Sign Up Now” to prompt action. Being creative with these CTAs is encouraged – by now we’ve all seen the classic “Book Now” or “Contact Us” buttons, so getting creative can leave a good impression on visitors.
Visual Emphasis: Highlight CTAs with contrasting colours and bold text. If you’re having trouble deciding on a colour scheme for your brand and site, check out our blog that touches on colour theory and its impact on consumer psychology here .

Ultimately, optimising your FinTech website for user engagement involves stepping into your visitor’s shoes to ensure they can find and access everything they need effortlessly. Imagine scrolling through your site as a curious new visitor, eager to understand your technology. Can you swiftly locate clear product explanations, or are they hidden away, prompting frustrating searches – or moving away from your website? By using clear and intuitive navigation, creating content tailored for your audience and implementing strong calls to action, you can significantly enhance user experience and retain visitors. Each of these elements plays a crucial role in presenting your brand; all the components work together to drive client engagement and business growth.

Are you looking to revamp or build your B2B FinTech website? Get in touch with one of our experts today to help you through your journey!

Mastering Media Relations: Best Practices While Engaging with Journalists

matthew@nuwavedesign.co.uk (Matthew McAuliffe) — Wed, 19 Jun 2024 16:24:22 GMT

Mastering Media Relations: Best Practices While Engaging with Journalists

Ever wondered why your competitors often dominate the headlines? The answer lies in mastering media relations. By building strong connections with industry journalists and providing them with relevant and informative insights, you can unlock unparalleled exposure, credibility and authority for your brand. Media coverage from reliable publications is a great way to be seen as a thought leader and trusted source in your industry. This ultimate guide dives deep into the art of media relations in B2B marketing, revealing tips on identifying key journalists, crafting appealing pitches, best practices for research and mastering press interviews.

Media relations serve as the bridge connecting businesses with their target audience through trusted journalistic channels. See them as the middle people between you and your potential clients and peers. In the realm of B2B marketing, where decision-makers are driven by information, securing media coverage can significantly amplify brand visibility and industry perception, influencing purchasing decisions.

Key Publications and Platforms

Identifying the key publications and platforms which are the sources of information for your target audience is essential for an effective media strategy. Whether it's industry-specific publications, leading financial magazines, or influential blogs, knowing where to focus your efforts will yield maximum impact. Additionally, understanding the different types of journalists covering your industry is crucial for effective media outreach. For example, in the FinTech sector, journalists range from tech reporters to finance correspondents and industry-specific bloggers. Tailoring your pitches to suit their interests and beat coverage can greatly enhance your chances of securing meaningful media placements.

Researching Journalists

Research is a fundamental aspect of successful media outreach; however, it can become a time-consuming effort if not approached with precision. Identifying the right journalists and publications, understanding their preferences and recent coverage, and aligning pitches with their interests requires meticulous attention to detail. Without a clear understanding of the media landscape and the specific needs of journalists, you risk wasting valuable time and resources on ineffective outreach efforts.

Moreover, inaccurate or outdated information can lead to missed opportunities. For instance, pitching a story to a journalist who no longer covers the relevant topic or sending irrelevant pitches can result in strained relationships or even your next pitch being ignored. Therefore, investing time and effort in comprehensive research is crucial for building meaningful connections and securing valuable media coverage.

Trends and Topics Journalists are Interested In

Staying ahead of the latest trends and topics that pique journalists' interest is important for crafting timely and relevant pitches. Whether it's disruptive technologies, regulatory changes, or emerging market trends, aligning your pitches with journalists' areas of focus increases the likelihood of getting their attention. Creating more general pitches for industry-wide topics that are already of interest to the journalist that subtly include your technology and expertise is an ideal way to have a journalist notice you among the hundreds of emails they receive daily. Ultimately, the quality of the insights being provided dictates whether a journalist will decide to write an article about it or include your quote in their piece. The saying “garbage in, garbage out” holds very true in journalism; providing informational, relevant and high-quality insights significantly enhances the chances of your comments being picked up. Journalists receive hundreds of pitches/ insights, so ensuring yours stands out through relevance and depth is critical. The more valuable and insightful your input, the better the resulting output in terms of media coverage and engagement.

Overall, an effective pitch is concise, compelling, and tailored to the recipient. It should clearly articulate the newsworthiness of your story, offer unique insights or data, and suggest potential angles for coverage.

Dos and Don'ts of Pitching Journalists

Do respect journalists' time and preferences, provide value in your pitches, and follow up strategically.
Don't spam their inboxes, pitch irrelevant stories, or pester them incessantly.

Importance of Building Long-Term Relationships

Investing in long-term relationships with journalists fosters trust, credibility, and goodwill. Building rapport through consistent engagement and mutual respect increases the likelihood of securing media coverage. A good strategy to adopt is following up. It is essential for keeping your pitches top-of-mind without crossing the line into pestering territory. A well-timed follow-up, coupled with additional information or insights, can reignite journalists' interest in your story.

Best Practices

In addition to the aforementioned strategies, adhering to best practices ensures a smooth and productive media relations process:

Respect deadlines to maintain journalists' trust and professionalism.
Prepare spokespeople to deliver key messages effectively during media interactions.
Provide value through exclusive insights, data and thought leadership pieces.
Be timely in your pitches and responses to journalist inquiries.
Research and target journalists and outlets that align with your brand and message.

Navigating Media Interviews

Prompt and professional handling of interview requests is crucial for maintaining positive media relations. Clear communication, scheduling flexibility, and accommodating journalists' needs all contribute to a seamless interview process. Prior to the interview, it is important to politely verify whether a journalist can provide a quote check. A quote check is a process where you verify that the quotes a journalist plans to use in their article accurately represent what was said during the interview. Quote checks allow the interviewee to make only factual changes before the article is published. Quote checks are proactive approaches which help prevent misunderstanding or misrepresentations.

Once the interview has been scheduled, it is important to prep the spokesperson who will be participating in media interviews. They should be well-versed in key messages you want to convey about your brand and products/ services, anticipate potential questions, and maintain composure under pressure. To ensure your spokespeople feel confident and comfortable in front of the press, it would be worthwhile to arrange a media training session to familiarise them with how the press works, how interviews typically run and what to expect following an interview.

Dos and Don'ts During Media Interviews

Do stay on message, maintain transparency and address questions honestly.
Don't evade questions, speculate or divulge sensitive information without authorisation.

Making Media Work for You

In conclusion, mastering media relations in B2B marketing requires a strategic and nuanced approach. By understanding the importance of media relations, crafting compelling pitches, building lasting relationships with journalists and adhering to best practices, businesses can effectively leverage the power of the media to amplify their brand presence and influence. As the media landscape continues to evolve, adapting and refining your media relations strategies will be key to staying ahead of the curve and achieving long-term success.

Get in touch with one of our experts today and start building lasting relationships with the press.

From Bland to Grand: How to optimise your investment in trade shows

matthew@nuwavedesign.co.uk (Matthew McAuliffe) — Tue, 04 Jun 2024 12:16:23 GMT

From Bland to Grand: How to optimise your investment in trade shows

There are numerous trade shows in the financial sector each year catering for companies in various subsectors such as commodities, RegTech, trading technology and many others. Many companies in these markets will attend several events each year as part of their marketing drive. Having a stand can set you back tens of thousands of pounds, so it is very important to ensure you are making the most of it.

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Gather all the data

You most probably have an exhaustive list of all events that are applicable to your industry. However, budgets are tight, and you can only choose a few for your company. Having the correct information is incredibly important here – before selecting the events at which you plan to exhibit, make sure you contact event organisers and ask for:

Audience segmentation – by job title and company function
Attendee list from the previous year
Event agenda

Once you have these, you will be able to understand whether the attendees match your target audience and which spokespeople are most suited for a specific event. This way you ensure your budget is focused on meeting potential client companies and their decision makers, as well as giving your brand a strong start by making sure your most relevant spokesperson is there.

Can you get a better deal?

Going back to previous advice in the Financial Marketing: How to Overcome Budget Limits and Demonstrate Impact blog post, don’t just accept the price/package as a given. It is always important to try to negotiate the price or the value you can get from an event. Maybe you have the budget to pay the full package price, but you would prefer a perk that is priced as an extra rather than an included item. Don’t be afraid to ask and negotiate.

Make the most of your stand

We, collectively, don’t have enough fingers to count the number of times we have attended an event and half of the backdrops said nothing relevant about the companies. You paid money for a stand, now make the most out of it by ensuring your brand’s message is clearly stated on the backdrop. Elements to consider:

Is your logo clearly displayed?
Do you have your key, core messages displayed?
Does it say what you do, clearly and succinctly?
Is the writing in the top half of the backdrop where it can be seen easily?

Now your backdrop is ready to go, how about your collateral? Consider whether the printed collateral targets the audience present at the event. Also, if you are thinking of printing anything that was intended for the web, quickly scan the document and make sure “Find out more by clicking here” doesn’t appear on it.

Also, consider if your product should be demoed at the event. If you decide to do so, make sure the representative attending is the best person to do the demo. A combination of the right screen, demo and person presenting will make a difference.

As we all know, events can become overcrowded, and people may attend panels for most of the day. Therefore, you should consider what promotional materials would be most attractive to get people in front of yourstand. Maybe they can be a conversation starter; perhaps there is something traditional from the country your company is from that would peak people’s interest. Whatever it is, think useful and memorable.

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Yes, all of the above may seem obvious, but many times these elements are omitted. Does your company miss opportunities because of any of the above points?

From Features to Solutions: a Paradigm Shift in B2B Fintech Marketing

matthew@nuwavedesign.co.uk (Matthew McAuliffe) — Tue, 04 Jun 2024 12:03:11 GMT

From Features to Solutions: a Paradigm Shift in B2B Marketing

The FinTech industry stands at the forefront of innovation, offering solutions to complex financial challenges. Yet, amidst the rush to showcase cutting-edge features, companies often overlook a critical aspect: the needs of their clients. Transitioning from a feature-centric to a solution-centric marketing approach is not just about promoting products, it's about understanding and solving your client's problems effectively.

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Understanding the Current Landscape

A trend we are seeing in FinTech is the overemphasis on product features. While features are undoubtedly important, they only scratch the surface of what clients truly seek. When companies go all-in on features, they risk missing the mark on what truly matters to their clients. It's as if they're speaking a different language, disconnected from the real needs of the people they're trying to serve. Let’s not forget about company values and messaging either. When features become the main focus, it's easy for companies to lose sight of what they stand for.

Just listing features doesn't really show the full picture of what a company can offer. Clients want solutions – real, tangible answers to their problems. So, by fixating on features, companies might be missing out on the chance to show how their products can make a meaningful difference to their clients' operations and workflows.

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Shifting Focus: Benefits of Solution-Centric Marketing

This shift in marketing not only benefits your clients and prospects but provides the answer to marketing issues your firm may be experiencing as well. Below are some main pain-points B2B FinTech companies often encounter:

Limited Customer Understanding: By prioritising product features over customer needs, companies may fail to fully understand their clients' pain-points and requirements. This can result in product marketing that doesn’t adequately address customer challenges or provide the necessary solutions.

Difficulty in Building Trust: Trust is crucial in the FinTech industry, particularly in B2B relationships where financial transactions and sensitive data are involved. A solely product-focused approach may neglect the human element necessary for building trust, such as personalised communication, relationship-building, and demonstrating expertise beyond the product itself. By presenting your product as a solution to an everyday problem the client keeps facing, your company is presented as a knowledgeable partner who can add real value.

Inadequate Market Education: FinTech products often introduce innovative solutions to complex financial problems.However, relying solely on product marketing may lead to a lack of comprehensive market education. Customers may not fully understand the benefits of the product or how it fits into their existing workflows, hindering adoption. This is especially true when a product is highly-innovative, solving a difficult problem, or when introducing a complex concept to the market. Marketing your product as a solution with added benefits, instead of a list of functionalities can help clients see the value of your business.

Vulnerability to Competitive Disruption: In a rapidly-evolving FinTech landscape, companies that only market based on product features may be vulnerable to disruptive innovations from competitors. Without a strong emphasis on understanding customer needs and market trends, they may struggle to present their offerings as a constantly-evolving solution for clients which gives them the right tools as their company develops and grows.

Solution-centric marketing is a strategic shift that places the clients' needs at the forefront. It involves understanding the challenges faced by clients and positions your offerings as the solution to their very real problems. Unlike feature-centric marketing, which often leads to a laundry list of product attributes, a solution-centric approach emphasises the outcomes and benefits that clients can expect when partnering with you. By showcasing the value your solutions bring, you establish a deeper connection with your audience, fostering trust and loyalty in the process.

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Strategies for Implementation

Implementing a solution-centric approach begins with comprehensive market research to uncover the pain-points and challenges faced by your target audience. This step isn't just important, it's absolutely essential for ensuring that your solutions and marketing messages hit the mark and truly resonate with your clients.

Shifting your perspective from the provider of a solution to a potential customer can also help provide insights on how to elevate your marketing tactics. This exercise allows firms to put themselves in the shoes of a client and ask “What would be the benefit for my business, if I chose this solution over a competitor’s?” “What do I gain from using this offering, compared to not choosing this product?”. Simple questions like these are easy to gloss over; however, when it comes to deciding if an offering’s value is worth the cost, a clients’ mind would certainly be flooded with these and other, similar questions.

Armed with these insights, marketing professionals can help you craft compelling narratives that showcase the value proposition of your business’s offerings. It's not just about listing features, it's about painting a vivid picture of how the solutions can transform clients' businesses for the better in their everyday operations.

Real world application

Leveraging customer testimonials and success stories, whether through social media, web copy, or detailed case studies, adds an authentic touch to your marketing efforts, reinforcing the benefits of your FinTech solutions in a tangible way. But marketing isn't a solo endeavour, it's a team effort that requires alignment across departments. By collaborating closely with sales and product teams, marketers ensure that your messaging is consistent and that the solutions can be marketed in direct response to customer needs. Competition is fierce and attention spans are short, so it's these meaningful connections with clients and a solutions-oriented approach that can set your company apart and drive lasting success.

Overcoming Challenges

When it comes to transitioning to a solution-centric approach, messaging clarity across all fronts is crucial. One effective tool for achieving this is a messaging document, a comprehensive guide outlining key points and narratives for internal and external communication. By centralising information, this document serves as a roadmap for all teams, ensuring alignment in articulating the company's value proposition.

With a messaging document in place, teams can harmonise their understanding and presentation of the company's solutions, reducing confusion and streamlining communication efforts. This promotes consistency in messaging and reinforces the overarching narrative of the solution-centric approach.

Although transitioning to a solution-centric approach may present challenges such as implementation complexities, proactive communication and training initiatives can help overcome these hurdles. By keeping all stakeholders informed and involved, companies can navigate the shift to solution-oriented marketing easily.

Furthermore, effective communication extends beyond internal channels and it's equally important to communicate the change in marketing to existing clients and prospects. Emphasising the enhanced value proposition and benefits of the solution-centric approach reassures clients of the company's commitment to address their needs and deliver tangible results. Proactively engaging with clients and prospects lays the groundwork for long-term success in the solution-centric era of FinTech.

In a nutshell, the current FinTech scene is all about flashy features, but maybe it's time to change that perspective. It's time to shift the spotlight away from features and towards the solutions that truly matter to clients. After all, in a world where everyone's shouting about their features, standing out means focusing on what really counts – solving problems and making a difference for your client.

By embracing a solution-centric approach, companies can bridge the gap between benefits and features when marketing their solutions, presenting themselves as the partner who will make a significant contribution to their clients’ success. As FinTech continues to evolve, customer-centricity will remain paramount, driving growth, differentiation, and lasting success in the financial technology sector.

Want to switch to a solution-centric approach? Get in touch with us today to start differentiating yourself and become the solution to your clients’ needs.

Beyond Logos: How to Engage B2B Audiences Through Narrative

matthew@nuwavedesign.co.uk (Matthew McAuliffe) — Wed, 13 Mar 2024 12:53:10 GMT

Beyond Logos: How to Engage B2B Audiences Through Narrative

Engaging audiences Through Narrative:

Key concepts for Brand Identity

In the bustling world of B2B marketing and PR, capturing the attention and engagement of your audience is more critical than ever. However, achieving this goes beyond merely plastering your logo across various platforms or cramming every keyword in your copy, hoping to gain traction. This blog will dive deeper into crafting a compelling brand identity, exploring key elements such as storytelling, colour theory and branding.

Storytelling: Decoding Jargon

Narrative isn't just for bedtime stories. It's a powerful tool companies use for branding themselves. By weaving compelling narratives, companies can humanise their brands, making complex financial/technological concepts easier to understand. By breaking down technical jargon and at times hard-to-understand data, marketers can uncover a relatable angle that sparks the interest of potential clients and journalists. Perhaps the technical specifications of your solution, once simplified and reiterated into benefits can show clients it is exactly what they need to give them a competitive edge. From case studies to press releases, it is important to learn how to captivate your audience and present your product as the ultimate solution to solve their problems.

Utilising Colour Theory: Company Colours are Crucial

Ever wonder why some brands use certain colours in their logos? It's not just about aesthetics - it's all about consumer psychology. The brain tends to register colour before absorbing any other information (source:Colormatters.com). Moreover, studies have shown that 60% of individuals determine their agreement to a brand’s message solely based on colour (source:Colormatters.com). Different colours can evoke specific emotions and associations, shaping the perception of your brand. For example, warm colours like red and yellow tend to evoke feelings of energy and danger, while cool colours like blue and green evoke feelings of calmness, trust and stability.

According to a study by LogoLounge, 2023 saw a rise of green and blue as the predominant colours being used by companies for their logos. Shades of blue tend to be used often by FinTech companies. It is important to consider looking at colours that are less frequently used within your industry to be able to stand out amongst competitors. By understanding the emotional associations with colours, you can choose what best aligns with the desired emotional response from your target audience.

Below are some less frequently used colours to consider and the emotions they provoke:

Black: While not as prevalent as blue or red, black is often used to convey sophistication and elegance in branding. It is commonly seen in the branding of luxury products and high-end services.
Green: Green is associated with nature, health and sustainability, and it is frequently used in branding for environmentally-friendly and wellness-oriented products.
Orange: Orange is known for its association with enthusiasm and creativity. While less prevalent than other colours, it is still used by brands seeking to stand out and evoke a sense of excitement.

Branding: Finding your company’s personality

The way an audience perceives your company can make or break your marketing and branding. Brand identity can be presented using a variety of “brand personas”. A brand persona is essentially the personality or character that a brand adopts to connect with its target audience. It is used as a way to humanise a brand and provides distinct values, pain points, behaviours and traits that consumers can easily relate to. Brand personas can range from Sincerity, Competence and Sophistication to Ruggedness and Excitement.

One way to solidify your brand’s persona is to utilise tone and voice, which are integral to successful B2B marketing efforts. By establishing a unique tone and voice, brands can differentiate themselves in competitive markets, build trust and credibility with their audience, and enhance their brand recognition. Consistency in tone and voice across all marketing channels ensures clear and cohesive messaging, while also making communications more engaging and memorable.

Narrative: the trifecta of Storytelling, Colour theory and Brand Persona

In the realm of B2B marketing, narrative can be made up of 3 key aspects: storytelling, brand persona and colour theory. Together they form a powerful trifecta, shaping the way companies engage with their clients and how clients perceive companies. Now, how do we bring together the three points mentioned above?

At the core lies storytelling, where creative narratives are developed to transform the mundane and highlight the brand's journey, values and solutions. Through compelling stories, whether it's client work or the evolution of the brand itself, companies humanise their offerings, developing brand recognition and rendering complex concepts digestible and relatable.

Complementing the narrative is colour theory, a silent yet crucial communicator. Colours evoke emotions and perceptions, allowing companies to wield them strategically to enhance brand engagement. From the calming aura of blue to the vibrancy of orange, each hue is carefully chosen to align with the brand persona and evoke the desired response, reinforcing brand recognition and identity across various touch points.

Central to this narrative is the brand persona, the embodiment of the brand's character and values. This persona serves as the guiding force behind every interaction, infusing communications with traits that resonate deeply with clients. Whether it's projecting reliability, innovation, or expertise, the brand persona shapes the tone, style, and overall experience a customer has when interacting with a brand.

LinkedIn stands out as a prime example of narrative-driven B2B engagement, covering all aspects from storytelling and brand persona to the visual aspects of colour theory. LinkedIn has carefully and successfully crafted a dynamic identity of stability and credibility to captivate clients.

By positioning itself as a friendly, knowledgeable source, LinkedIn cultivates a brand identity grounded in reliability and trustworthiness. Through storytelling, it not only engages clients on a deeper level but also relates to clients, sharing similar pain points and experiences. After all, they are a business trying to engage clients, just like every professional on LinkedIn.

In terms of visual identity, every business professional can recognise LinkedIn’s simple, yet iconic logo. As previously mentioned, the colour blue evokes a sense of calmness, trust, and stability – ideal emotions for a company that can help you network, showcase your product and grow your business.

In essence, LinkedIn's mastery of narrative and storytelling sets a high standard for B2B branding, demonstrating the power of narrative to develop meaningful client engagement, long-term brand loyalty and brand recognition.

Challenges and Solutions

Crafting a compelling brand narrative in the finance and technology sector that engages your audience is no easy task. Three main aspects to consider are:

Complexity of B2B Offerings: B2B products and services often involve sophisticated features, intricate functionality, and complex technical specifications. Communicating these complexities in a clear and compelling manner can be a significant challenge. Crafting a narrative that effectively conveys the value proposition while simplifying complex concepts requires a deep understanding of the product or service and its benefits to the target audience. Moreover, B2B buyers have specific industry knowledge and expertise, requiring messaging that speaks to their level of understanding without oversimplifying or patronising. Balancing the need for depth and detail with clarity and accessibility is essential to ensure that the narrative resonates with B2B clients and drives engagement.
Aligning with Audience Needs: B2B audiences encompass a diverse range of people and companies, each with unique needs, preferences, and pain points. From C-suite executives to technical specialists and procurement professionals, understanding and addressing the varying priorities of different audience segments can be challenging. It is important to note that all your communications should also appeal to another audience – journalists. Crafting a narrative that resonates with each requires thorough research, segmentation, and customisation.
Balancing Professionalism and Creativity: B2B branding typically necessitates a balance between professionalism and creativity. While maintaining a professional narrative is essential for establishing credibility and trust, injecting creativity into branding and messaging can help differentiate your company. Finding the right balance between professionalism and creativity can be challenging. Striving to innovate and differentiate while staying true to the brand's values and positioning requires careful consideration and strategic planning.

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Conclusion

In the ever-evolving world of B2B marketing and branding, the journey towards crafting a compelling brand narrative that engages your audience is both a challenge and an opportunity. By navigating the complexities of storytelling, colour theory and brand identity, companies can create memorable and distinctive messaging and branding, setting them apart from their competitors. It's a journey that demands creativity, strategic insight, and a deep understanding of audience needs. Yet, it's also a journey filled with potential for differentiation, connection, and growth.

When it comes to unravelling the intricacies of narrative which uses visual and written communication, count on our seasoned expertise to be your trusted guide. With over two decades of experience in crafting compelling branding and messaging, we're here to help you every step of the way.

Get in touch with one of our experts today and start cultivating your brand’s narrative.

Financial Marketing: How to Overcome Budget Limits and Demonstrate Impact

matthew@nuwavedesign.co.uk (Matthew McAuliffe) — Tue, 20 Feb 2024 12:49:25 GMT

Financial Marketing: How to Overcome Budget Limits and Demonstrate Impact

Financial services marketing can sometimes feel daunting – budget constraints, multiple channels and limited resources are some of the most pressing challenges for CMOs. Your CEO is asking you to demonstrate ROI, while cutting your annual budget, so how do you win in this situation?

Navigating Budget Constraints

If your budget has been cut due to economic uncertainty or as part of firm-wide cost-cutting measures, you are not alone. According to The Financial Brand, a survey of CMOs in the financial services industry has shown that marketing budgets have been cut yearly since the pandemic, with budgets decreasing by almost 3% from 2022 to 2023.

In such times, CMOs need to turn their attention to what is proven to work for the company. To do so, analytics will continue being your best friend. A starting point would be to look at which channels and what type of content have provided the greatest number of conversions. These can be the main focus for your ongoing strategy. Next, evaluate technology and event attendance costs and identify where you could negotiate a deal. Although getting a lower price might not work every time, trying to negotiate can result in cost savings.

Consider high-impact marketing tactics to reach new audiences and benchmark your outcomes against industry standards where appropriate. For example, it is proven that content remains a top tool for engaging audiences. You can assess your audiences’ top pain-points or industry trends and create a blog post that educates and informs. The typical conversion rate here is 5%, so going above 8% means outperforming the industry standard. Another consideration is investing in public perception surveys to measure the effectiveness of your brand awareness campaigns.

Leveraging the Right Technology

Studies show that MarTech spending is diminishing yearly, with Gartner research showing it was at all-time lows of 33% utilisation of total stack capabilities in 2023, down from 58% in 2020. If you are in the FinTech business, you might have talked to your target audience about “consolidating the tech stack” many times. Well, it’s time to consolidate your MarTech stack. Perform an audit of your technology and identify features that overlap or are not being used to be able to downgrade where necessary.

Aggregating data is just as important as consolidating technology. A platform that can house marketing, sales and customer service data allows the marketing department to easily understand where there is room for improvement and what works well. Eliminating data silos will help you collaborate with other departments globally and continuously improve results.

The Importance of Evergreen Content

Nothing is better if you’re short on resources than evergreen content. Start by asking yourself and researching what are some of the questions your audience has always asked. Once you have these, position yourself as a leader in the market by creating content that informs and helps your audience. This information can be delivered via blogs, videos or any other easy to ingest medium, and should be easily updated if necessary.

Now that you have your content, you can start repurposing it across various channels and in different formats. Maybe you distributed a blog post on social media, but you would like to revisit the subject – simply create an infographic with the most relevant information. Think of channels as a web and not as stand-alone platforms. For example, your blog post should include your target keywords to help with SEO, but it can also be turned into a social media post which points back to the website.

Leverage your Partnerships

A cost-effective marketing campaign can be around partnerships as it will help split the resources required. If your company has a series of partners, consider a joint marketing effort to leverage your relationship. Shared marketing initiatives can vary from educational webinars involving both companies, to shared research and articles educating the mutual target audience. It also means both entities can be in charge of different parts of marketing, easing the burden on each company’s resources.

Partnerships are a great way for brands to increase awareness and loyalty. Associating with another good brand gives you validation, and reminding your audience of your connection to these companies will cement you as a leader.

Customer Retention Tactics

Let’s start with a simple truth: everyone wants to feel valued. On a personal level, we engage more, sometimes only, with brands that leave a good impression or reward us for our loyalty. In B2B marketing, things will look different, but the core idea stays the same.

Put your data to work to provide a level of personalisation in your interactions: tailor your communication to your audience based on their past behaviour and interactions. To do this easily, segment your audience on demographics, behaviour, and other relevant criteria. This will help you develop targeted marketing campaigns that address the specific needs and preferences of each segment, increasing the likelihood of customer engagement and retention.

Develop relevant content for your clients, which can include educational content, newsletters, webinars and updates to keep customers engaged and informed. By becoming a trusted source of information, clients will continue to rely on your brand and come back to use your resources time and time again.

Put in place a strategy to gather client feedback which can inform a number of departments on possible improvements: create surveys to understand client sentiment and show their opinions are valued. Another way of engaging with your clients is maintaining a consistent stream of communication through a dedicated newsletter. This will help deliver valuable content directly to their inbox and keep your brand in their minds.

Measuring and Demonstrating ROI

To start with, clearly understand the objectives of your business and create one or two KPIs for each of these. Make sure you use historical data to understand what an ambitious, but not impossible, target may look like. These will allow you to see if you’re on course to achieve your target and report to stakeholders.

Marketers want to demonstrate return on investment (ROI) to stakeholders, but it is also a valuable measurement to help you make informed decisions about allocating resources, adjusting strategies, and scaling successful campaigns. The formula will look something like this: Financial Gain from Marketing Efforts minus Marketing Spend divided to Marketing Spend. To be able to do this, make sure you capture all the costs associated with marketing efforts, such as:

Advertising expenses
Staff time
Software costs
Design and production
Any other incurred costs.

For example, you want to increase web traffic through content. Start by measuring the impact of increased web traffic on your business such as an increase in sales, lead generation, or any other metric tied to your business objectives and assign a monetary value to this increase. Consider all costs associated with creating and promoting the content that contributed to the increase in web traffic. Subtract the total cost of content from the additional revenue or value generated, then divide the result by the cost of content. If your goal is brand awareness rather than direct revenue, you might use non-monetary metrics such as leads generated, customer engagement, or user interactions to calculate value.

Reporting on your achievements is just as important as measuring them. Consider who your audience is, from both functional and personal perspectives to better understand how to present your data. General guidelines include:

Start by providing a concise summary of takeaways for the stakeholders who are unable to spend much time on the report but should be kept in the loop.
Use visualisation where possible to make data easier to digest.
Clearly outline the goals set for each marketing initiative and provide a comprehensive view of goal achievement to help stakeholders understand whether campaigns are meeting objectives.
Provide context for the data by explaining trends, notable observations and improvement opportunities.
Include actionable insights and recommendations to show the relevance and benefit of your work in continuously improving the business.

Do More with Less

In the financial sector, CMOs are challenged to achieve more with less. This involves a blend of data-driven decision-making, efficient resource allocation, and a relentless focus on customer satisfaction. As explored throughout this blog post, a strategic focus on planning, measuring, and optimising will help you allocate budgets efficiently and cut costs where needed. Clear business objectives, well-defined KPIs, and a meticulous calculation of costs associated with marketing efforts unlock accurate ROI measurement and successful reporting.

Share your success stories with us to help guide fellow marketers and join us in shaping the future of marketing efficiency in the financial services industry!

Take the next step by showcasing your company's true benefits

Fri, 30 Jun 2023 11:43:06 GMT

Take the next step by showcasing your company's true benefits

The primary reason a prospective client approaches a vendor, be it a technology or finance vendor, is for the benefits they can get from the specific company. Broadly speaking, this might be saving a company money, helping the client make more money, make ‘life’ easier’ or provide tools to manage risk / meet regulatory requirements. This is why clearly stating benefits throughout the company’s communication is vital in attracting customers. As previously mentioned in our “ Fintech consolidation trend: want more attention from potential acquirers?, ” blog post, a large number of companies describe capabilities as benefits. This, from a communications perspective, is a wasted opportunity of connecting with the audience and catching their attention.

Oftentimes, when companies do not work with external entities on messaging, it is more difficult to distill the most important information. As someone that is involved in the company day-to-day, your perspective will naturally be more in-depth than a person’s who has only just learnt about your company or offering. This can lead to missing the most important points and over looking the real solutions you offer.

As a communications agency with 20+ years of experience, we have gone through numerous messaging sessions with clients. We are now sharing a rough guideline on how to extract benefits and, hopefully, help you communicate your USPs better.

Client pain points – consider which specificproblems you solve for your clients.
Capabilities vs. results – it is not about whatclients can do using your product or service, it is about the results they get.
USPs – what do you offer that no one else does? Howdoes your client benefit from your USPs?

Once you are able to summarise the answers to the above points you should have a rough guide to the benefits that you should use in your communications. Too often companies tell you the things you can do with their technology, which is great, but that’s not enough. Capabilities only go so far, whereas benefits are what truly convinces someone to spend money.

Once you have your benefits list, we advise you continue extracting data to back up your statements and start creating case studies that highlight your contribution to client successes. There are many different content ideas that can evolve from a simple benefits list. If you would like to have a chat, our email inbox is always open enquiries@moonlightiq.com and we always answer our phones +44 20 7250 4770 .

Why Technology Start-ups can Benefit from Professional Communications

matthew@nuwavedesign.co.uk (Matthew McAuliffe) — Tue, 13 Jun 2023 11:41:10 GMT

Why Technology Start-ups can Benefit from Professional Communications

With the technology industry becoming increasingly competitive, start-ups in the space need to push their message to the relevant audience to succeed. Just because you have a fantastic new product or service don’t assume that you’ll have buyers queuing. You may be very lucky, but for the most part you will need to tell the market you exist: without that, how will your audience know about you? Public relations and marketing can help you do this, while highlighting the company’s USPs, establishing credibility, and communicating to the market that you know what you’re doing. This is important for companies trying to break into the market, whether it is with a new service or product or an improvement on what’s already out there:

Company/product messaging – the messaging is the basis of all communications. For a tech start-up, it is important to find the niche USPs that will set you apart from the competition, and to distill how you want to be seen by the world.
Building brand awareness – tech start-ups will often have products or services that are unknown to the public. Communications help to build brand awareness and get the word out about the start-up's offering.
Attracting investors – external communications help tech start-ups to attract investors by creating a positive image of the company, demonstrating its potential for growth.

Establishing credibility – tech start-ups need to establish credibility and build trust with their target audience, including prospective customers, investors, partners and potential employees.

An experienced communications agency will know how to take your company from the initial phase of creating the messaging to targeting relevant media outlets and getting your story out there. You will also be able to take advantage of tried and tested ideas that can shorten your prospective customers’decision-making path.

Don't diffuse your messaging

It is important for any company to keep a clear and focused brand message, but more so for start-ups. In essence, a company’s message will move through these stages:

Clarify messaging and tailor it to your target audience– the start of a successful media and industry presence is the messaging.
Build brand visibility – this can will be done through a combination of social media, website, PR and marketing efforts.
Build brand credibility – once people have heard your name, you need to cement your position in the industry and clearly explain your USPs and demonstrate how your company/products/services bring value.
Become a thought leader – show your audience that your company has something to say, that it understands and addresses their pain-points.
Be recognised as an industry leader – your company is known in the market, your opinions valued, and prospects are actively reaching out to you.

A clear and focused message will help your company communicate with potential clients and investors, helping them understand your brand’s purpose and uniqueness. In a highly competitive market, you need to differentiate your business clearly. These are some examples of USPs:

Speed – service or product that either replaces manual processes or is significantly quicker than its competitors.
Access – enabling users to have unprecedented access to valuable information, be it raw data, exchanges, or network of companies.
Quality – a solution that benefits the user through the unmatched quality of offering.
Cost and time savings – increase efficiency or give the users insight into more profitable ways of performing certain tasks.

Save your time

The reality is that, depending on which market you’re targeting,the messaging might need to be much more intricate and nuanced. We have worked with many companies that serve across different verticals within an industry, meaning they have to communicate different USPs and benefits to match each target audience.

This could feel overwhelming and wasteful for someone who does not deal daily with a wide range of campaigns at once, and having communications professionals guide you through this process will make the journey easier. Your communications agency should be able to distill order out of “chaos”, create campaigns and drive new ideas into your plan. As tech start-ups are usually small in size, it also means your people can focus on their expertise and achieve great results.

In essence, technology start-ups can benefit greatly from on boarding a communications agency at the beginning of the process. This would allow the company to have a clear brand from the beginning, bringing clarity to the message seen by the wider industry. The agency will be able to put in place a plan for growing visibility, helping it to becoming a leader in its field.

Wondering how comms pros with sector understanding can make your brand more successful? Wonder no more!

Tue, 09 May 2023 11:36:16 GMT

Wondering how comms pros with sector understanding can make your brand more successful? Wonder no more!

Communicating with the target audience is a crucial part of business success: this is how you connect with prospective clients, get brand recognition and respect within your industry. To be impactful, the communication methods used must follow an effective approach, which includes:

Communicating the company’s USPs.
Content that is jargon-free that the audience can relate to and understand.
Appearing in front of the decision makers.
Creating a strong, positive reputation for the brand and the spokespeople.

In overcrowded industries, such as the FinTech sector which is currently going through a consolidation phase ( as discussed in our previous blog ), it can be difficult to internally assess your differentiators and the true benefits that set you apart from your competitors. Communications professionals can be a great resource in understanding your brand’s messaging and how this can be presented to the right people. However, many comms companies struggle to grasp the complex concepts of the more technical B2B sectors such as finance and technology. A communicator with sector knowledge and experience can be areal asset in devising a successful strategy.

Understanding Industry-Specific Language

If your company operates in technology, commodities and/or financial industries, you would have probably come across or used a communications agency that is puzzled by the details of your industry. At times, months can pass before you realise the message put out into the world by your agency is not the right one for your needs. Or that all the suggestions being made are not quite right, sometimes even completely missing the key points. Many of our clients have experienced this with agencies they have previously used, because of some comms professionals’ inability to understand complex, sector-specific topics.

A communications agency specialising in your sector, which understands highly technical products and services and the industry-specific jargon, brings several benefits to the table:

Onboarding takes less time due to the agency’s expertise and ability to understand your business.
Complex topics are understood quickly and can be translated into relevant and impactful communications for your audience.
Ability to target publications that are important to your audience.
Pertinent feedback on collateral and ease of creating content for the brand.
Curated lists of awards and events for your company.

Essentially, having someone who can understand sector-specific terms when communicating is similar to having someone who speaks the same language as you. All internal and external communications become easier.

Communicating Clearly to Specific Audiences

It is common for companies to address audiences in multiple verticals and geographies. With technical industries, such as trading, the communications team will perform much better and be able to deliver the right messages if they understand the different verticals relevant to the client’s products or services. They will then be able to create the right messages for each segment of the target market.

For example, a company may need to target hedge funds, exchanges, and wealth managers internationally, as well as focusing on CTOs and business people. Each sector, region and position will require messaging specific to each segment’s pain-points. By addressing these in a targeted manner, companies can appeal to prospects and clarify the value of their products and services. Creating tailored communication strategies also entails a deep understanding of each part of the audience’s industry-specific language. A businessperson, such as the CEO, will respond well to high-level messaging, whereas a CTO will benefit from knowing the product specifics.

Accurate communication is extremely important as it:

Helps deliver a clear message to the audience.
Build and improve your reputation in the markets, which is particularly valuable for companies working in sectors that are often under scrutiny.
Helps position the company and spokespeople as industry leaders.
Reaches the correct audiences with messages that resonate.
Builds trust with external stakeholders

Greater Ability to Navigate Industry-Specific Issues

Last, but not least, a communications agency that specialises in your industry will be able to navigate trade-specific issues. These can range from regulatory changes and innovations that may impact the business, to topics that are of interest in your sector. As a result, the agency will be able to provide pertinent, up-to-date, creative content ideas around timely subjects to cement the business’s image and expertise.

It also means that you will receive valuable help with crisis management and acquisitions. Having sector knowledge will help your communications experts understand your company’s goals and the audience in depth. This means they will know where to efficiently target your message and the language which will resonate with your prospective and existing clients, as well as potential acquirers.

Having communications professionals who understand your industry will ease the collaboration in every way: from content creation to strategic communications, your agency will be able to serve your needs faster and with more accuracy. This in turn will help position your brand in the industry and reach your desired audiences. in other words, it will deliver tangible results.

Having been founded by two former Dow Jones professionals with backgrounds in trading and financial product marketing, we have an in-depth understanding of the financial, technology and commodity sectors. If you are interested in discussing how we can help, please contact us .

FinTech consolidation trend: Want more attention from potential acquirers?

Sun, 23 Apr 2023 11:33:34 GMT

FinTech consolidation trend: Want more attention from potential acquirers?

The FinTech sector continues to see start-ups being founded every year and investor interest shows no sign of slowing down. According to KPMG , VC investment in the sector increased by more than 100% in the last two quarters of 2020. A record-breaking $98 billion in fintech investment was recorded in the first half of 2021. This includes mergers and acquisitions, VC and private equity investments.

The consolidation trend

With the FinTech sector increasingly growing and maturing and more start-ups being launched, we are expecting to see continued consolidation. FinTech acquisitions happen for a number of reasons, including:

Competition – with the market becoming more competitive, M&As can be a solution for start-ups to succeed in a crowded market.
Added resources – acquirers can tap into new resources such as talent, technology and customers.
Start-up founders wanting to recoup their investment or make more money and possibly move on to form another company.

At Moonlight, we have seen this trend with numerous clients, across different sectors – FinTech, RegTech, technology, etc. In our 20 years+ of experience in the FinTech communications space, we have worked on many acquisitions. This is one of the paths start-ups generally consider as an option for their journey. However, the question of how a start-up gets on the radar of big companies still needs to be answered.

The path to exposure for FinTech start-ups

The journey of getting noticed by potential acquirers naturally starts internally. You will need to have market knowledge and products that solve real pain-points, but you must extend to external communications. For FinTech markets, it can be challenging to know how to distill information and present the benefits to clients without external help. Building a strong brand reputation within your industry can help open doors for both acquisitions and partnerships. This needs to be supported by marketing strategies:

Developing clear messaging – the start of any external communications strategy is clearly defining your company’s USPs and benefits to users. It is surprising how many FinTech companies fail to communicate the true benefits of their products, instead choosing to focus on capabilities (we will explore this topic more in depth in a future blog post).
Collateral review / creation – the messaging should inform all collateral such as the website, logo, one-pagers and beyond. For companies that already have some of these in place before they work on their messaging, a thorough review needs to be performed, followed by alignment of all content with the outcomes of the messaging session.
Social media – in the digital world, social media needs to be part of the any company’s communications. For B2B businesses, LinkedIn and Twitter can be very powerful tools for engaging with potential clients, partners and industry media, as well as prospective buyers, and showcasing your company’s values.
Leveraging public relations – specialist FinTech PR and communications companies can very quickly grasp technical concepts. We can transmit the necessary information to your target audience through media outreach, increasing brand awareness through coverage.
Participating in industry events and conferences – this includes panel discussions, speaker slots and having a stand at trade shows. Attending relevant events is a great way to network, getting in front of acquirers, possible partners, and potential clients.

The importance of clear communications

For companies to be able to effectively attract clients, partners and acquirers, a clear message is vital. Clarity of communication and targeted media relations will make the difference between successfully building brand reputation and visibility in your sector or fading away into the ‘crowd’.

A communications strategy driven by a company’s USPs and benefits is most effective in placing a FinTech start-up in front of potential acquirers. An all-encompassing strategy – social media, events, awards, public relations, etc. – helps shape brand perception. This means the industry is able to know who you are and what you do.

Due to the very technical and niche nature of the financial sector, we know it is not always easy to find communications specialists who understand what you do. If you are ready to launch or improve your brand, we are here to put our experience to work for you.

COMMODITIES PEOPLE & MOONLIGHT IQ PARTNER TO DELIVER INCREASED VALUE TO COMMODITY/ENERGY TRADING COMMUNITIES

matthew@nuwavedesign.co.uk (Matthew McAuliffe) — Tue, 27 Jul 2021 11:31:45 GMT

COMMODITIES PEOPLE & MOONLIGHT IQ PARTNER TO DELIVER INCREASED VALUE TO COMMODITY/ENERGY TRADING COMMUNITIES

Commodities People, the independent centre for commodity and energy markets, and Moonlight IQ, the financial and fintech communications specialist, announce their partnership today. The world of conferences and physical events changed dramatically last year and Commodities People’s successful move to online events and subsequently hybrid conferences has gone far beyond the initial plans. This partnership’s aim is to build on these successes in the commodity and energy trading communities, aid communication, and support the new direction for Commodities People, enhancing future events with specialised advisory on increased media profile and client relations.

With changes to global events in the last year, Commodities People has taken its physical events into a structured online format to benefit companies worldwide. The change resulted in unprecedented attendance from industry participants and an increased and growing interest in the topics discussed by industry leaders. In a survey following Commodity Trading Week, held this June, attendees were asked whether post-pandemic they expect to mainly attend events in-person, online or a mix.65% responded that they would attend a mix, with 19% preferring in person and 16% online. This feedback is helping shape future events, with hybrid formats the clear choice to accommodate all preferences in future.

Moonlight IQ has been supporting the company through its change in focus and participated in its webinar, “How to build a Sales & Marketing strategy with reduced in-person events in Energy & Commodity Trading", helping companies redirect their marketing efforts online. Through working together, the partnership will provide value to event attendees, both virtual and physical, with targeted exposure of brands to press and vice-versa, and increased networking opportunities.

Alla Lapidus,Co-Founder and Director of Moonlight IQ, said: “We are very pleased to be working with Commodities People. At Moonlight, we have worked with leading companies in the commodity sector around the world for more than twenty years and understand the industry well. Now, more than ever, the value of events and communication for all involved in the production, trading and delivery of energy and commodities has taken on a new level of importance. Our partnership will bring benefits across the whole energy and commodity communities as we work with Commodities People to deliver more engagement in these specialist sectors.”

Ben Hillary, Managing Director and Founder of Commodities People, said: “We couldn’t be more delighted to partner with Moonlight IQ in helping to further establish Energy and Commodity Trading Week as the world’s leading and most significant events exclusively for the energy and commodity trading communities. The experience of the last 18 months has shown us the critical importance of meeting face to face for developing new and existing relationships, and the enormous potential and value of online events in being able to build networks, learn and benchmark globally and at scale. We look forward to working with Moonlight to drive growth of our existing events, and to fuel growth into Asia and the Americas.”

Moonlight IQ has been working in the financial sector, including commodity markets, for over 20years. Its expertise will bring increased strategy focus for Commodities People, the organisers of pillar industry events Commodity Trading Week and Energy Trading Week. The partnership ensures an open communication stream between organisers, attendees and press, forming an expanding community for first-class knowledge and relationship-building within the commodity and energy trading markets.

The next Commodities People event, Energy Trading Week, will be held in October this year in hybrid format. The in-person gathering will be at the home of current UEFA Champions Chelsea F.C., at Stamford Bridge in London on 5-6 October. The online edition will take place on 11-15October. Find out more at www.energytradingweek.com

MOONLIGHT IQ SECURES FIRST CLIENT IN CHINA

matthew@nuwavedesign.co.uk (Matthew McAuliffe) — Thu, 15 Jul 2021 11:26:09 GMT

MOONLIGHT IQ SECURES FIRST CLIENT IN CHINA

Moonlight IQ, the global finance and technology communications firm, has announced it has secured its first Chinese client, Winner Futures. Winner Futures is a Direct Market Access (DMA) specialist providing high-speed access to the Chinese equities and futures markets. In 2020 Winner Futures engaged Moonlight to develop the messaging, create branding and build a new website. Not only is this the first client in China for Moonlight but it is also the first joint client with Drebbel, the end-to-end FinTech sales services company with whom Moonlight signed a partnership agreement last year.

In addition to the new website Winner Futures also wanted to rework their core messaging and positioning. The new website explains the company’s unique offering of providing access to all trading and support services for firms in Europe and the US looking to access both futures and equities markets in China.

John Norris, co-founder and director of Moonlight IQ, said: “Although we have many years’ experience of working with clients across Asia it is exciting to secure our first Chinese client. Winner Futures provides the gateway to the Chinese Markets and it has been great to be a part of their business development and to develop their messaging and build the website, enabling access to the Chinese markets for companies around the world.”

Norris added: “It is also a testament to our partnership with Drebbel that our first client came only weeks after securing our partnership, highlighting the need for the holistic offering of marketing/PR and sales within the financial technology market.”

Li Meng, ProgrammeDirector at Winner Futures, said: “It was great to be able to work with Moonlight IQ to build our new website. We needed something that would appeal to a global market and relay our key messages to our potential business partners, and Moonlight IQ were able to deliver this quickly and efficiently.”

‍

Moonlight IQ is a global communications agency offering a wide range of services to an array of international clients in the financial and technology industries. With over 20 years’ experience in the industry, the company provides branding, communications and marketing to ensure that a client’s value and message are effectively communicated. It recently partnered with Drebbel to offer a complete service for clients looking to further their profile in the media whilst increasing sales and revenues.

Winner Futures provides all trading and support services for companies looking to enter the Chinese futures and equities markets. Their unique offering of ultra-low latency co-location and connectivity services along with their first-hand knowledge of the markets and connections with some of the top 10 brokers in China means they provide the fastest and most comprehensive access to the Chinese markets.

HOW TO BUILD A SALES & MARKETING STRATEGY WEBINAR - COMMODITIES PEOPLE

matthew@nuwavedesign.co.uk (Matthew McAuliffe) — Wed, 14 Apr 2021 11:30:06 GMT

HOW TO BUILD A SALES & MARKETING STRATEGY WEBINAR - COMMODITIES PEOPLE

Learn more about how to build a sales and marketing strategy during a pandemic in the Commodities People webinar recording. Ross Hillitt, Director of Commodities People, is joined by Enverus, Brady and our director, Alla Lapidus, to discuss strategies and channels to reach clients, and how marketing and sales need to be closely linked to make the most of your sales funnel.

FINANCE & TECH COMMS FIRM MOONLIGHT IQ PARTNERS WITH DREBBEL

matthew@nuwavedesign.co.uk (Matthew McAuliffe) — Sat, 12 Dec 2020 12:24:23 GMT

FINANCE & TECH COMMS FIRM MOONLIGHT IQ PARTNERS WITH DREBBEL

Global finance and technology communications specialist, MoonlightIQ (Moonlight), announced today its new partnership with end-to-end FinTech sales services company, Drebbel. The partnership means the two firms can now offer a complete service for clients looking to increase their profile in the media and with industry influencers, whilst increasing sales and revenues.

The Drebbel and Moonlight combined expertise and experience will provide exceptional representation for clients. The outsourcing of specialist marketing, branding, sales and research has already resulted in effective lead generation, sales and account management. Global companies, both big and small, will benefit from the sector knowledge and unique skill sets of the two companies.

Alla Lapidus, Co-founder and Director of Moonlight IQ, said: “It’s great to be working with Drebbel, as we share a focus on and expertise in what is a highly-complex and specialist sector. The possibility of offering a complete sales, marketing and communications service is a unique proposition in the financial and technology space and something that has been missing from the industry.

Our global reach is wider now with the two companies working side-by-side, and will quickly bring advantages to clients.”

Willem Lambrechts, CEO and Co-Founder of Drebbel, said: “Effective sales needs to be supported by state-of-the-art marketing and communications. A success factor in awareness creation, prospection and sales is the message broadcast to the market and communicated to our prospects and clients. Recent joint successes with Moonlight IQ evidenced they are a perfect fit as a Drebbel partner. They combine profound expertise in PR with solid knowledge and a significant network in the finance sector. They share our values of professionalism and client focus.”

Moonlight IQ is a global agency specialising in financial and technology communications, with more than 20 years’ experience. Led by professionals with a background in trading, product development and communications, Moonlight is and has been helping clients achieve global exposure, with many clients winning prestigious industry awards and eventually being acquired.

Drebbel is an end-to-end sales company focused on the FinTech sector, offering market research and prospection, sales, and ongoing account management. With a network of professionals and industry influencers, it is able to quickly get companies and products in front of the right people. Drebbel’s mission is to provide a seamless, quality sales service to boost revenues and aid companies inconstantly growing and evolving.

Insights

Four Things to Consider for Your FinTech Website: How to Optimise Your Engagement

Four Things to Consider for Your FinTech Website: How to Optimise Your Engagement

Mastering Media Relations: Best Practices While Engaging with Journalists

Mastering Media Relations: Best Practices While Engaging with Journalists

From Bland to Grand: How to optimise your investment in trade shows

From Bland to Grand: How to optimise your investment in trade shows ﻿

From Features to Solutions: a Paradigm Shift in B2B Fintech Marketing

From Features to Solutions: a Paradigm Shift in B2B Marketing

Understanding the Current Landscape

Shifting Focus: Benefits of Solution-Centric Marketing

Strategies for Implementation

Real world application

Overcoming Challenges

Beyond Logos: How to Engage B2B Audiences Through Narrative

Beyond Logos: How to Engage B2B Audiences Through Narrative

Engaging audiences Through Narrative:

Financial Marketing: How to Overcome Budget Limits and Demonstrate Impact

Financial Marketing: How to Overcome Budget Limits and Demonstrate Impact

Take the next step by showcasing your company's true benefits

Take the next step by showcasing your company's true benefits

Why Technology Start-ups can Benefit from Professional Communications

Why Technology Start-ups can Benefit from Professional Communications

Don't diffuse your messaging

Save your time

Wondering how comms pros with sector understanding can make your brand more successful? Wonder no more!

Wondering how comms pros with sector understanding can make your brand more successful? Wonder no more!

Understanding Industry-Specific Language

Communicating Clearly to Specific Audiences

Greater Ability to Navigate Industry-Specific Issues

FinTech consolidation trend: Want more attention from potential acquirers?

FinTech consolidation trend: Want more attention from potential acquirers?

COMMODITIES PEOPLE & MOONLIGHT IQ PARTNER TO DELIVER INCREASED VALUE TO COMMODITY/ENERGY TRADING COMMUNITIES

COMMODITIES PEOPLE & MOONLIGHT IQ PARTNER TO DELIVER INCREASED VALUE TO COMMODITY/ENERGY TRADING COMMUNITIES

MOONLIGHT IQ SECURES FIRST CLIENT IN CHINA

MOONLIGHT IQ SECURES FIRST CLIENT IN CHINA

HOW TO BUILD A SALES & MARKETING STRATEGY WEBINAR - COMMODITIES PEOPLE

HOW TO BUILD A SALES & MARKETING STRATEGY WEBINAR - COMMODITIES PEOPLE

FINANCE & TECH COMMS FIRM MOONLIGHT IQ PARTNERS WITH DREBBEL

FINANCE & TECH COMMS FIRM MOONLIGHT IQ PARTNERS WITH DREBBEL

From Bland to Grand: How to optimise your investment in trade shows