Gaining a Competitive Advantage in Financial Services Marketing


Our November 1st virtual event featured a great presentation from LinkedIn‘s B2B Institute on building a customer-led growth strategy through category entry points (CEPs) in business banking. The research uncovers what SMB (small & mid-sized business) customers really care about when they’re in-market for business banking and payment products — as well as which brands dominate which CEPs and which whitespaces are open for the taking. You can watch a video replay of the presentation with the link on this page and download the deck here.

You can also read the full report on LinkedIn’s website to learn how to adopt a financially framed, customer-led growth strategy, specifically:

  • Why mental availability is the most important brand metric that FinServ companies should track
  • How CEPs help build mental availability
  • Where to place your bets based on the competitive landscape

Our thanks to presenters Peter Weinberg and Derek Yueh from The B2B Institute for sharing their research and insights.

The FCS is proud to partner with LinkedIn for another free virtual event that will deliver fresh insights and a lively discussion around what it takes to gain a competitive advantage.

Brand marketing in financial services is a competitive sport/zero-sum game. In order to win, your brand doesn’t have to be the best at everything, it just has to be better than your competitors at some things. The problem is that marketers are evaluating their brand within a vacuum, but without the competitive context, marketers can’t know where to strategically place their bets.  

Join us on Wednesday, November 1 (11am-12pm), as LinkedIn’s think tank, The B2B Institute introduces the Category Entry Points (CEPs) framework to empower marketers to understand where their competitive advantages lie and how to build a marketing strategy that capitalizes on them.

Our speakers will be:

  • Peter Weinberg, Head of Development at The B2B Institute
  • Derek Yueh, Partnership Lead at The B2B Institute


  • Start November 1, 2023 11:00 AM EST
  • End November 1, 2023 12:00 PM EST
  • Location ZOOM


Guest Speaker Peter Weinberg

Head of Development, The B2B Institute

Peter Weinberg is the Head of Development for The B2B Institute at LinkedIn, which he joined in 2013.

Guest Speaker Derek Yueh

Partnership Lead, The B2B Institute

Derek Yueh is a Partnership Lead for The B2B Institute at LinkedIn, which he joined in 2021.