Demand generation in fintech: Leveraging events amidst an economic downturn

Demand generation in fintech: Leveraging events amidst an economic downturn

In times of an economic downturn, marketing is often the subject of reduced budgets and deprioritization as its stigma of being a cost center rather than a source of revenue still exists in many organizations. Marketers have a hand in numerous aspects of growth, such as lead generation, client retention, and market expansion, to name a few. However, given the countless factors that affect each and every campaign and subsequent lead, ROI is difficult to measure, leading to marketing’s value being underestimated. So how can marketing make its mark despite increasingly limited resources in a finance-oriented industry?

Events have long been a well-used tool for marketers, but the past few years have seen them taken to the next level with the emergence of previously under-utilized strategies reducing costs while delivering optimal results. By going virtual or in-person when needed and leveraging bespoke gatherings versus large-scale events, marketing teams can deliver the actionable outcomes needed to display their value and drive growth for their organizations. 

• What challenges do marketing leaders in fintech face in executing marketing initiatives and campaigns in a recession?
• How have marketers leveraged small-scale events in recent years? How will they utilize both bespoke and large-scale events moving forward?
• How can marketing drive growth in uncertain times and go from cost center to revenue driver?