I grew up reading Highlights magazine in the waiting rooms of doctors and dentists across the Midwest. Amid the word jumbles, short stories, and spot-the-differences pictures, you could always find a sequence of comics featuring a yin and yang duo of brothers demonstrating the shoulds and should-nots of adolescence. Appropriately, I found this pair to be both entertaining and infuriating.    

“Goofus and Gallant” was created by Garry Cleveland Myers and Caroline Clark Myers, with illustrations by Marion Hull Hammel. It debuted in the very first issue of Highlights and remains a popular feature to this day. That’s a long time to occupy the moral high ground.   

In each installment, Goofus and Gallant are depicted in contrasting responses to typical social situations. Goofus represents negative or undesirable behavior, while Gallant embodies positive and more admirable qualities. The takeaway is a clear demonstration of the benefits of choosing kindness, responsibility, and consideration for others over selfishness, irresponsibility, and rudeness.

There’s also a strong argument to be made concerning nominative determinism — I mean, how can you expect greatness from a kid named Goofus?

So, how does one remain Gallant in the dynamic landscape of B2B fintech marketing? I’m so happy you asked. Success hinges on the ability to navigate unique challenges effectively and make the right choices. From complex regulatory environments to long sales cycles, fintech marketers encounter hurdles that require strategic planning and innovative solutions. 

Gallant understands and follows the rules

Fintech operates within a highly regulated environment, where compliance is not just a necessity but a competitive advantage. According to a survey by Deloitte, 95% of financial services firms consider regulatory compliance a significant challenge. Ignoring or mishandling regulations can lead to hefty fines, damaged reputation, and loss of trust. Navigating the complex regulatory landscape is paramount for fintech marketers.

Goofus chooses to ignore or circumvent regulatory requirements. This may seem like a shortcut to market, but it comes with significant risks. Fines, legal battles, and reputational damage can tarnish your brand’s image irreparably.

Gallant prioritizes compliance. This not only ensures the longevity of your business but also builds trust with clients who prioritize security and reliability. By investing in compliance efforts, you demonstrate your commitment to ethical business practices and gain a competitive edge in the market.

Gallant is always open and honest

Trust is the cornerstone of any successful business relationship, especially in the fintech sector, where handling sensitive financial data is commonplace. A study by Edelman found that 81% of consumers need to trust a brand before making a purchase. For fintech marketers, establishing trust and credibility is not just about showcasing features; it’s about demonstrating security, reliability, and transparency to reassure business clients.

Goofus neglects transparency and security measures. This may lead to skepticism and reluctance from potential clients. Without trust, securing partnerships and attracting clients becomes an uphill battle.

Gallant champions transparency, security, and reliability. With the traits baked into your marketing efforts, you lay the foundation for strong, long-lasting relationships with clients. Trust is the currency of the fintech industry, and by earning it, you position yourself as a trusted partner and industry leader.

Gallant takes time to understand and empathize

B2B sales cycles in fintech can be notoriously long and complex, involving multiple decision-makers and stakeholders. Failing to understand and adapt to these extended timelines can result in lost opportunities and wasted resources. Fintech marketers must adopt strategies that align with the unique dynamics of B2B sales cycles.

Check out this article about aligning sales and marketing efforts with improved feedback mechanisms and collaboration

Goofus uses a one-size-fits-all approach to sales and marketing. This may seem efficient, but it overlooks the intricacies of each client’s buying journey. Failing to adapt to extended sales cycles can result in missed opportunities and lost revenue.

Gallant uses a bespoke approach to sales and marketing. By tailoring your sales and marketing strategies to the unique needs and preferences of each client, you increase your chances of success in a competitive market. Investing time and resources in understanding and addressing client concerns pays off in the form of stronger relationships and higher conversion rates.

Gallant helps people with solutions to their problems

Fintech solutions often involve advanced technology and intricate financial concepts that may be unfamiliar to prospects. A study by Forrester found that 74% of B2B buyers conduct more than half of their research online before making a purchase. Without effective education and guidance, prospects may struggle to grasp the value proposition of fintech solutions. 

Goofus assumes that prospects will understand the value proposition. Without adequate education and support, prospects will become confused and skeptical, and may seek alternatives that they perceive as more straightforward.

Gallant provides proper education and sales enablement. By providing comprehensive education and support to prospects, you empower them to make informed decisions about your fintech solution. Clear communication and guidance build confidence and trust, increasing the likelihood of conversion and long-term loyalty.

Gallant inspires confidence in others

Prospects will expect tangible proof of the value proposition and ROI before committing to a purchase. According to a study by HubSpot, 63% of businesses prioritize ROI when making purchasing decisions. Failing to demonstrate clear ROI and value proposition can result in lost opportunities and stalled deals. Therefore, fintech marketers must provide compelling evidence of the benefits and ROI of their solutions.

Goofus doesn’t take time to organize and present evidence of ROI. Failing to provide clear evidence of the benefits of your fintech solution may result in skepticism and reluctance from potential clients. Without tangible proof of value, clients may hesitate to invest in your solution.

Gallant creates a clear outline of adoption benefits. By providing compelling evidence of the benefits and ROI of your fintech solution, you instill confidence and trust in potential clients. Clear ROI calculations and case studies demonstrate the tangible value of your solution, making it easier for clients to justify the investment and commit to a purchase.

Gallant admits the world is often ethically ambiguous

Not every decision will fall neatly into categories of right or wrong, or even need be considered in such a harshly bifurcated manner. In fintech — where innovation moves in tandem with regulation — it’s important to remember that while there may not always be a clear-cut path, there are guideposts. That’s where adhering to best practices and keeping a close eye on your own established KPIs come into play. So don’t wait around for Gallant to pat you on the back for every virtuous move.

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