Financial services marketing has never been more important. With the boom in FinTech, and success stories from the likes of Braintree, Kickstarter and Square, the market has never been more exciting and is underpinned by huge investments and start-up incubators.

Driven by changing consumer behaviour, emerging technologies and a raft of new regulation, services and structures are being rewritten in every corner of finance. CCgroup understands how to help technology organisations influence financial services audiences and the importance of PR campaigns that generate sales leads, raise awareness and enable clients to achieve commercial success in a fast moving industry.

We believe in targeted and strategic financial service marketing campaigns – from capital markets to payments technology. CCgroup has more than 10 years of experience working with organisations that specialise in risk management, trading and derivatives technology, as well as asset management and enterprise data management, prepaid cards, payments providers and acquirers. CCgroup is committed to driving innovation and promoting the ground-breaking technology that is changing the shape of the financial services market.

Setting the message

Defining what a company stands for, the value in its technology and its unique approach to the market are an incredibly important first step in any financial services marketing campaign. In conjunction with a client’s key executives, we build a messaging matrix around the organisation’s objectives, competitors, products and importantly, its vision for the future. These messages form the foundation for all content and PR activity.

We have worked with companies such as Kalixa Group, Fundamo and Comarch to do just that and make sure that each of the messages filter down into all content and thought leadership activity. We have also created powerful thought-leading messaging with multi-factor authentication company, Encap Security. The messaging has evolved as the company has grown and has supported Encap Security in securing a round of corporate funding and coverage in TechCrunch, The Telegraph, The International Herald Tribune and Computer Weekly.

Strategy is vital

CCgroup is driven by its clients’ commercial and business objectives. Working with a diverse range of organisations across every aspect of financial services marketing, we believe in strategic campaigns that meet business needs and have a real measurable impact on a company’s bottom line.

An example of such an approach is mobile financial services company, Fundamo. Working with Fundamo we launched a series of highly successful programmes: joint media activity with customers, thought leadership campaigns for conferences, content programmes and robust analyst and press office initiatives. Fundamo executives spoke at every major relevant conference and were profiled by top tier media and analysts across the globe. Our approach helped develop Fundamo’s sales pipeline, highlighting the company’s visionary leadership, IP ownership and significant business achievements. As a result, Fundamo was acquired by Visa for US$110 million.

Combining marketing and communications

We pride ourselves on being able to marry different marketing and communications disciplines to provide the best results for financial technology companies. From content marketing and owned media platforms to media and analyst relations, combining marketing and communications is key to driving sales, creating leads and raising industry profile.

With leading payments provider VeriFone, we worked with the marketing team to make sure all content is utilised widely and that thought leadership messages filter down to the sales team, as well as into the media. Similarly, we combined our strategic efforts with Kalixa’s marketing department to generate content and coverage with a unified message. From event planning to sales collateral, awards submissions and social media campaigns, this collaborative approach allowed us to achieve outstanding award wins and speaker opportunities, as well as national and trade media coverage.

Driving awareness

Success is dependent on the ambitions and objectives of each of our clients, and no two clients are the same. For many of the FinTech companies we work with raising awareness and educating the market is critical and can lead to a successful exit or an increase in sales leads. We make sure that the right audiences see the appropriate messages through the accurate positioning of our clients.

Having been in the FinTech space for more than a decade, we have long-standing relationships with all national and trade media. We regularly achieve coverage for our clients in publications such as The FT, The Guardian, The Times, Banking Technology and Finextra providing the value and profile raising opportunities.

Analyst relations has also become increasingly important and have a major influence on the financial technology sales process and on the opinions of decision makers. We have established beneficial relationships with analyst houses such as IDC, Aite Group, Gartner and Celent, ensuring our clients have regular briefings with leading analysts and are featured in upcoming reports.

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