What does B2B marketing look like in financial services? As today’s guest Kirti Naik explains, it’s not that different from the goals and challenges of consumer marketing, and it also offers unique opportunities for innovation in marketing. Kirti is the Head of Brand & Creative at the New York-based financial firm, Neuberger Berman, and she details what the company is currently focused on, what her role entails, how she navigates the challenges of marketing in finances, and how she defines success based on her intended performance outcomes. We also discuss how the leaders at Neuberger Berman engage with its marketing efforts, how marketing relates to investing, the current state of B2B marketing, and why Kirti believes that she has a high chance of affecting meaningful change by staying on as a marketer in financial services. 

Key Points From This Episode:

• Getting to know Kirti Naik as she explains Neuberger Berman’s hybrid setup. 
• The highs and lows of working remotely.
• Kirti’s passion for traditional Indian food and the podcast she co-hosts with her husband.
• An introduction to Neuberger Berman and her role at the company. 
• The outcomes she’s pursuing as Head of Brand & Creative; her definition of success. 
• How she navigates the distinct challenges of marketing in the financial sector. 
• Why brand awareness matters for investing. 
• How Neuberger Berman’s leadership team engages with the company’s marketing efforts.
• The current state of B2B marketing and the necessary industry changes being made.
• How Kirti ended up in financial services, and why she chose to stay. 
• TikTok, Facebook, Gen Z, and influencer marketing.

Links Mentioned in Today’s Episode:

Kirti Naik

Kirti Naik on LinkedIn

Kirti Naik on X

Kirti Naik on Instagram 

Kirti Naik on Facebook

Kirti Naik Email 

Neuberger Berman 

Make Your Money Move

Got Spice?  

Disruptive Forces in Investing 

Oppenheimer Funds – Globalize Your Thinking Campaign

Oppenheimer Funds — Invest in a Beautiful World Campaign 

Tikka 

CMO Council 

Clicks 2 Bricks 

Marketing Leaders Coffee Chat