Marketing in financial services is under increasing pressure to deliver growth, efficiency, and accountability at the same time. Most organizations have invested heavily in digital channels, data platforms, and new capabilities over the past decade. Yet many senior leaders still feel that marketing is not delivering against its full potential.
GEO is starting to show up in real ways. Not as a future trend or something to keep an eye on, but as a shift that is already changing how decisions get made.
We recently hosted a webinar with leaders from search, media, and digital to talk about what this actually means in practice.
Every marketer wants more from their agency. More in the way of sharper thinking, bolder ideas, faster turnarounds, and stronger consistency. And when they don’t get it, the default response is predictable: tighten the scope, renegotiate the fee, rethink the agency altogether.
But here’s the real secret: the biggest unlock isn’t in the scope. It’s not in the fee. And it’s not in the pitch.
It’s in the behaviour of the client.