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The Five Tenets of Modern Marketing in Financial Services and Insurance


Financial Services and Insurance professionals want to be Modern Marketers. But how do you go about it? Looking to find out exactly that, BtoB Research Services and Crain Communications surveyed hundreds of marketers to define the Modern Marketer and find out what new capabilities they need to succeed in today’s digital setting. Their findings, outlined in the paper Defining the Modern Marketer: From Real to Ideal, identified five tenets of Modern Marketing: targeting, engagement, conversion, analysis, and marketing technology.