GO THE EXTRA MILE Driving acquisition through well targeted content. JOURNEY STAGE: Preference & Acquisition AUDIENCE: Small To Medium Size Business Owners SECTOR: Business to Business Rethink THE CUSTOMER JOURNEY: SMALL TO MEDIUM SIZE BUSINESS OWNERSAustralia | November 2016 | 2 THE CHALLENGE Small to medium size business owners (SMBs) are at the heart of any established global community and financial support is critical to enable their growth. So how can financial services providers engage effectively with SMBs when: • Identifying the right targets can be difficult? • Decision-makers are time-poor? • Competition is fierce in the marketplace? • There is a lack of trust in the sector? • A wealth of similar messaging exists? • Content has to stand out and deliver value?

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