Understanding the business issues of financial services clients is crucial to technology marketers responsible for this key vertical in Europe. In addition, developing compelling value propositions and successful marketing programmes depends on the ability to understand not only the issues themselves, but also the ways in which buying decisions are made, the external influences on these decisions, and the marketing techniques that have the most impact on buyers. Further still, knowing how to tailor programmes to local conditions and preferences is fundamental to success in Europe.

This ITSMA Europe briefing highlights ITSMA research with senior decision makers in financial services companies across the UK, France and Germany. The briefing reviews the most pressing issues for financial services companies in all three countries today, the influence of thought leadership programmes on buyers in these companies, the impact of different communications techniques, and the role of third parties in the buying process.

The briefing includes data for CIOs and heads of business, buyers in different size companies, and buyers in the UK, France and Germany. The briefing concludes with recommendations for identifying market segments within the sector, building strong, issues-led value propositions, and creating successful thought leadership programmes for buyers and those that influence buying decisions.