The technological options for financial service companies today seem endless, which means that technology brands need to work that much harder to stand out.

So what are financial service technology buyers looking for? InvestmentNews interviewed a panel of professionals working in the financial service sector and found that financial service companies are primarily looking for a tech product that is robust yet simple and easy to use, and of course, “secure.” They’re looking for options that will save them time and money, while simultaneously allowing them to enhance their business relationships. After all, in the world of finance, nothing is more important than trust and security, thus making each connection all the more invaluable. It’s no wonder than that financial advisors are looking to adopt Customer Relationship Management (CRM) platforms as an integral part of their marketing strategy.

As financial advisors explore their options, they’re discovering that the next progression in CRM is social integration, which allows  for a deeper connection on both a personal and professional level. A unique example of this can be seen with ‘BatchBook,’ known as a social CRM. It allows users to integrate their clients’ various social media accounts into one easy to access location. One of the panelists explains of the ‘social CRM’ BatchBook, “…when you go to make contact with somebody it is very easy to get a snapshot of their activity online and possibly use that as reference in the conversation…It’s just another way to show that you are paying attention and have some extra data there when you are reaching out to a client.”

Nowadays it isn’t just about the audience, it’s increasingly becoming about the individual. A key aspect to any B2B marketing strategy is getting to know prospects and clients on a human level, and using that information to not only solidify business relationships, but also tailor products for each and every user.

Just as customers learn about a brand through digital platforms, so too can marketers learn from their customers’ tweets, status updates, uploaded photos, and so on. For a closer look at the various ways tech brands can utilize social media accounts to their advantage, read our post “B2B Tech Brands: Social Media Best Practices.