Banking
Commercial banks, regional banks, community institutions, credit unions and related banking organizations.
Financial Services Audience Solutions
Financial Services Marketing & B2B Data Solutions
Banks, advisory firms, asset managers and fintech companies may all operate within financial services, but they do not make decisions in the same way. Valor Marketing helps businesses define the part of the financial market they actually need to reach and build an audience around the organizations, roles and locations relevant to the campaign.
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Define the market Choose the type of financial organization that fits your offer.
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Define the decision-maker Focus on the functions and seniority levels relevant to the campaign.
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Define the geography Build national, regional, state, metro or custom business audiences.
Custom Audience Request
Tell Us Your Target Market
Share a few details and our team can review the financial-services audience you want to reach.
Financial Services at a Glance
One Industry, Many Different Business Audiences
“Financial services” can describe organizations with very different customers, structures and purchasing responsibilities. Separating the market into clear business groups makes it easier to identify which companies and professionals belong in a campaign.
Investment & Asset Management
Firms responsible for investment strategies, portfolios, institutional assets and related investment activities.
Registered Investment Advisers
Independent and institutional advisory firms serving individual, business or institutional clients.
Wealth Management
Wealth advisory, private wealth, financial planning and relationship-focused financial organizations.
FinTech
Technology businesses supporting payments, wealth technology, lending, analytics and financial workflows.
Insurance & Risk
Carriers, agencies, brokers, benefit organizations and businesses working in insurance and financial risk.
Accounting & Financial Advisory
Accounting, tax, transaction, corporate finance and specialist financial advisory organizations.
Understanding the Market
Financial Services Is a Market of Different Business Models
A community bank, an independent investment adviser and a financial technology company may appear within the same broad industry classification, but their operations and buying environments can be very different.
A bank may have separate technology, operations, risk, lending and executive teams. A boutique advisory firm may have a smaller leadership structure where an owner or managing partner is directly involved in several purchasing decisions. An asset manager may place greater emphasis on investment, research and institutional functions.
These differences matter when building an audience. A broad list of “finance professionals” may contain many records that have little connection to a particular product or service.
A more useful starting point is to identify the kind of organization that fits the campaign, then determine which roles within those businesses are most likely to be relevant.
Organization Targeting
Which Financial Organizations Can You Target?
The audience can be built around a specific financial-services segment or a combination of relevant organization types. Final targeting depends on the criteria agreed for the project.
Banks & Credit Unions
Commercial banks, regional institutions, community banks, credit unions and related banking organizations.
Investment Management Firms
Asset managers, institutional investment firms and organizations responsible for investment strategies and portfolio management.
Registered Investment Adviser Firms
Advisory firms ranging from smaller independent businesses to larger investment advisory organizations.
Wealth Management Firms
Private wealth, advisory, financial planning and relationship-led financial businesses.
Private Equity Firms
Investment organizations involved in private-company investing, portfolio management and related private-market activity.
Venture Capital Firms
Firms focused on startup, early-stage and growth-company investment opportunities.
Hedge Funds & Alternative Investments
Alternative investment organizations and relevant investment management businesses.
FinTech Companies
Payments, financial software, wealth technology, lending, analytics and other finance-focused technology businesses.
Insurance Organizations
Insurance carriers, agencies, brokers and organizations supporting business and financial risk needs.
Accounting & Financial Advisory Firms
Accounting, tax, transaction advisory, consulting and financial-services businesses.
Professional Roles
Who Makes Decisions Inside Financial Organizations?
The right contact depends on the reason for the outreach. Instead of treating every senior finance professional as the same type of buyer, roles can be grouped according to their actual business responsibility.
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Executive Leadership
- Chief Executive Officer
- President
- Founder / Co-Founder
- Managing Partner
- Managing Director
- Principal
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Investment Leadership
- Chief Investment Officer
- Head of Investments
- Investment Director
- Portfolio Management Leadership
- Investment Research Leadership
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Technology & Digital
- Chief Information Officer
- Chief Technology Officer
- Chief Digital Officer
- IT Director
- Technology Leadership
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Risk & Compliance
- Chief Risk Officer
- Chief Compliance Officer
- Compliance Director
- Risk Director
- Regulatory Leadership
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Operations
- Chief Operating Officer
- Head of Operations
- Operations Director
- Business Operations Leadership
- Administrative Leadership
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Finance
- Chief Financial Officer
- Finance Director
- Controller
- Corporate Finance Leadership
- Financial Planning Leadership
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Growth & Client Leadership
- Business Development
- Partnership Leadership
- Marketing Leadership
- Client Services
- Relationship Management
Job-title availability varies by organization. The final professional audience should be based on the roles and seniority levels agreed for the project.
Start With the Goal
What Are You Actually Trying to Accomplish?
The most useful targeting criteria often become clear when the campaign starts with a business question rather than a request for the largest possible list.
“We need new sales prospects.”
Start with the organization type, geography and professional functions that are likely to be involved in the purchase.
“We are entering a new territory.”
Define the region first, then narrow the market by financial segment, firm size and relevant decision-makers.
“We sell technology to financial firms.”
Identify the types of financial organizations that use the solution and the technology or operational roles involved.
“We only want investment firms.”
Separate asset managers, RIAs, hedge funds, private equity or other investment organizations instead of using a broad finance list.
“We need larger accounts.”
Add available company-size, assets, revenue or other firmographic criteria to narrow the organization universe.
“We are promoting an industry event.”
Build around professional function, seniority, location and financial segment relevant to the event audience.
Audience Framework
Build the Financial Audience in Layers
A structured approach makes it easier to understand why each record belongs in the final audience.
Financial Sector
Banking, RIA, wealth management, asset management, private markets, FinTech, insurance or another segment.
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Organization Profile
Apply available company size, revenue, assets, AUM or other relevant business criteria.
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Geography
Choose country, state, territory, metro area, city or another agreed geographic requirement.
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Department or Function
Investment, technology, compliance, operations, finance, marketing, growth or another business area.
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Seniority
C-level, owner, partner, VP, Head, Director, Manager or another agreed professional level.
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Required Data Fields
Define the business contact and firmographic information needed in the final file.
Valor Marketing Services
Financial Services Data & Marketing Solutions
The right audience can support several parts of a B2B growth program. Valor Marketing can help companies define financial markets, organize prospect information and support related marketing activity.
B2B Data & Audience Building
- Custom financial-services databases
- Organization targeting
- Decision-maker research
- Role-based segmentation
- Geographic audience development
Lead Generation
- Prospect research
- Target-account identification
- Decision-maker targeting
- Market segmentation
- Campaign audience preparation
Data Enhancement
- Database enrichment
- Business data standardization
- Contact-field enhancement
- Audience segmentation
- List cleaning support
Digital Marketing
- Search marketing
- Content development
- Landing-page strategy
- Paid digital campaigns
- Audience-focused campaign planning
Specialist Audiences
Explore Financial Services Audiences
Some campaigns need a broad financial-services market. Others require a much narrower group. Specialist audience pages provide additional detail for individual segments.
RIA
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FO
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Registered Investment Advisers
Explore targeting for RIA firms and investment-advisory decision-makers.
Family Offices
Explore family-office organizations and relevant investment and operational professionals.
WM
Wealth Management
Private wealth, financial planning and wealth-advisory audiences.
AM
Asset Management
Asset managers, portfolio leadership and investment professionals.
BK
Banks & Credit Unions
Banking institutions and relevant functional decision-makers.
PE
Private Equity
Private-market firms, partners and operational leadership.
VC
Venture Capital
Venture firms and professionals involved in investment decisions.
FT
FinTech
Financial technology organizations and executive, product and technology teams.
Example Audience Definitions
What Financial Services Targeting Can Look Like
These scenarios are examples of how a requirement can be structured. They are not claims about a specific customer or guaranteed database availability.
Scenario A
Financial Software Company
- Organizations
- Regional Banks
- Geography
- United States
- Roles
- CIO, CTO, IT Director
- Purpose
- Technology Outreach
Scenario B
WealthTech Platform
- Organizations
- Independent RIA Firms
- AUM
- $250M–$2B
- Roles
- CEO, COO, CIO
- Purpose
- Platform Outreach
Scenario C
Professional Services Firm
- Organizations
- Private Equity Firms
- Geography
- Selected U.S. Metro Areas
- Roles
- Managing Partner, CFO, Operations
- Purpose
- Business Development
Scenario D
Conference Organizer
- Organizations
- Investment Management Firms
- Roles
- CIO, Portfolio Manager, Investment Director
- Campaign
- Professional Event
- Purpose
- Event Invitations
Audience Development Process
How Valor Marketing Builds a Financial Audience
Each project should begin with a clear definition of the market. The process below is intended to organize the requirement before the final audience is prepared.
Understand the Market
Identify which financial organizations fit the product, service, campaign or business objective.
Define Company Criteria
Apply geography, firm size, assets, AUM, revenue or other available organizational criteria where relevant.
Define Professional Roles
Select functions and seniority levels that make sense for the intended outreach.
Research & Organize
Structure relevant organization and professional information around the agreed targeting criteria.
Standardize & Review
Organize company, title, location and contact fields into a consistent database structure.
Prepare the Delivery
Review the final scope and prepare the available data according to the agreed project requirements.
Practical Data Quality
Data Quality & Responsible Business Use
Business information changes over time. Professionals change jobs, firms merge, responsibilities move between teams, websites are updated and contact information can become outdated.
For that reason, data quality should be treated as an ongoing business process rather than a promise that every record will remain unchanged indefinitely.
A financial-services audience should also be used in a professional context. The relevance of the message, the role of the recipient and the requirements that apply to a particular campaign should all be considered before outreach begins.
Relevant Outreach
Contact organizations and professionals where the offering has a reasonable relationship to their business responsibilities.
Clear Targeting
Use firm and professional criteria to avoid treating the entire financial-services market as one interchangeable audience.
Opt-Out Management
Maintain appropriate suppression and unsubscribe processes for the communication channels used in your campaign.
Applicable Requirements
Customers remain responsible for evaluating applicable laws, regulations, platform rules and internal policies for their specific use case.
Frequently Asked Questions
Financial Services Audience FAQs
Answers to common questions about financial-services targeting, decision-makers and custom B2B data requirements.
1. What types of financial-services companies can I target?
Requirements can be built around relevant financial organizations such as banks, credit unions, investment managers, Registered Investment Adviser firms, wealth-management firms, private-equity firms, venture-capital firms, fintech companies, insurance organizations and other agreed financial-services segments.
2. Can banks and credit unions be targeted separately?
Yes. If your product or campaign only applies to a particular type of banking institution, that organization type can be included as part of the targeting requirement.
3. Can I target Registered Investment Adviser firms?
Yes. RIA targeting can be handled as a specialist financial-services audience and may include firm-level and professional criteria based on the project requirements.
4. Can financial firms be segmented by assets or AUM?
Assets, AUM or related firmographic criteria can be requested where the information is relevant and available for the selected type of financial organization.
5. Can companies be filtered by employee size?
Yes. Employee-size ranges can be included in a custom requirement when company size is important to the campaign.
6. Which financial-services job titles can be targeted?
Potential roles can include executive leadership, investment professionals, technology leaders, finance executives, compliance and risk professionals, operations leaders, growth teams and other relevant business functions.
7. Can I target financial companies by state or metro area?
Yes. Geography can be defined nationally, regionally, by selected states, metro areas, cities or another agreed territory.
8. What fields can a financial-services database include?
Depending on availability and project scope, requested fields may include name, title, company, business email, phone information, website, address, location, company size and other relevant firmographic fields.
9. Can Valor Marketing create a custom financial audience?
Yes. Share the organization type, geography, professional roles, company criteria and required fields. The requirement can then be reviewed before the audience scope is finalized.
10. Can I request counts and a sample before ordering?
You can submit your targeting criteria and ask about available audience counts, sample options and pricing. Availability depends on the requested financial segment and data requirements.
Custom Financial Audience
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Tell Us Which Part of the Financial Market You Need
You do not need to know every filter before contacting us. Tell us which organizations, professionals and locations matter to your campaign. Our team can review the requirement and help define the audience more precisely.
Choose the market
Banking, investment management, RIA, wealth, FinTech, insurance or another segment.
Choose the people
Tell us which roles, departments or seniority levels are relevant to the campaign.
Choose the data
Select the contact and company fields you want included in the final audience.
Financial Services Requirement
Request Audience Counts & Pricing
Provide the information you already know. Optional fields can be left blank.