Why a Mature Content Plan is Crucial to Financial Services Customer Acquisition

Personalized, relevant content plays a critical role in customer acquisition and uncovering cross-selling opportunities for financial services organizations. That’s why more than half of financial services marketers say they plan to invest significant effort in maturing their content performance effectiveness during the next year, according to Forrester’s 2023 Marketing Survey.

In this presentation, Forrester Principal Analyst Lisa Gately and Quark Global VP of Marketing Emerson Welch explore three best practices for improving your content ROI.

  • How adopting a taxonomy and metadata strategy can fuel better engagement

  • How an effective content tagging practice supports faster time to value

  • How to help external audiences find content more easily and understand what content is serving your goals

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Guest Speaker

Lisa Gately

Principal Analyst, Forrester

Lisa has more than 20 years of experience in B2B technology content, communications, events, and services marketing. She helps Forrester clients build and optimize their B2B content engines and transform them into competitive differentiators. Lisa is an evangelist for audience-centric content strategy, content marketing, and content operations.

Guest Speaker

Emerson Welch

VP Global Marketing

Emerson leads Quark’s marketing strategies and corporate positioning. With over 25 years of B2B software product marketing experience, Emerson has successfully led award-winning marketing teams for small startups, channel partners, and large enterprises.