FINANCIAL MARKETING FOCUS
The Anatomy of a Financial
Growth Marketer
We Asked Financial Marketers:
"What Attributes Do Growth Marketers
Share?"
Financial services marketers share many notable needs, wants and common objectives.
But what about financial “growth marketers?” What attributes do these financial marketers share?
Gramercy Institute sought to understand exactly what is a growth marketer in financial services by uncovering the common attributes that financial growth marketers share.
In a recent study, in partnership with TrueVoice Growth Marketing, Gramercy Institute asked over 120 marketers at leading financial firms if they consider themselves to be a growth marketer?” If they answered affirmatively, we then asked this group to characterize themselves and their marketing work.
A "Growth Marketer" places revenue growth at the center of its marketing objectives, activities and measurement of success.
A "Growth Marketer" plays a critical role in driving measurable business growth through a combination of data-driven insights and innovative strategies. This role demands a comprehensive understanding of the entire customer journey, leveraging advanced analytics and technology to align marketing efforts with revenue goals.
Acting as a change agent within the organization, the Growth Marketer role is essential for breaking down silos and fostering a culture of experimentation and continuous improvement. In regulated industries, this role balances innovation with compliance requirements, always focusing on delivering tangible results that directly impact the bottom line.
Gramercy Institute Recommendation
“Growth marketing” can mean different things to different financial marketers. Some financial firms are “all in” while others are just dipping their toes in the water. What matters most in driving growth success is not the label, as much as what your marketing team is actually practicing—and focusing upon.
Take a look at items 1-6 on the table above. If several of these practices seem at least partially embraced by your own financial marketing team’s agenda, then you are likely well on your way to growth marketing success.
If not, then use this list of six attributes as a growth marketing check list. And be patient. Change is incremental and can be slow-moving. As long as change is forward-moving and on-track, positive growth can happen at virtually any financial firm.
About This Research Study
In 2024, Gramercy Institute completed a study, commissioned by TrueVoice Growth Marketing called, “The Growth of Growth Marketing in Financial,” to determine the changing needs of financial marketers today and the evolving role of growth marketing in financial services.
The study included financial marketer focus groups, in-depth financial marketer interviews and a blind, multi-question survey completed by over 120 marketers at financial services firms.
The results are intriguing and relevant to virtually all financial services marketers today.
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