The “Battle for the Investor” has increased in complexity and investments organizations are trying harder than ever to differentiate themselves. The “winners” right now are defining strategies that address the current trends, but maintain the standards and philosophies that they are based on. The investor is becoming more sophisticated due to increased financial press coverage and easy access to less expensive investment information.
Is your organization attracting the right clients and meeting those expectations? Join this webinar to hear Joe Paone, Sr. Marketing Manager at Marketo and John Kariotis, President, AmberLeaf Partners, discuss the landscape and strategies for asset managers to succeed.
Digital Identity is Under Attack: FIDO Paris Seminar.pptx
Optimize Your Asset Management Marketing Performance and Increase Client Acquisition
1. How Asset Management Firms Can
Optimize Marketing Performance and
Increase Client Acquisition
Joe Paone
Sr. Manager, SMB Marketing
Marketo
John Kariotis
Partner
AmberLeaf Partners
2. • This webinar is being recorded! Slides and recording will be sent to
you after the webinar concludes.
• Have a question? Use the chat box and We’ll get to your questions
after the webinar.
• Posting to social? Use our hashtag - #mktgnation
• There is a brief survey after the webinar
Housekeeping
8. Clients expect more
digitally connected
experiences
80% of under-40
investors indicated that
they would leave their
asset management firm
if it fails to provide an
integrated channel
experience
Reference: Capgemini
9. How do you be most relevant to them?
How do you get clients to choose you and stay with you?
How do you execute and measure this at scale?
Your Challenge
12. And Demand a Personalized Experience
87% of people demand a meaningful brand
experience (Edelman Consulting, 2014)
13. DATA INFORMATION INSIGHT STRATEGY ACTION
There are 3 Strategic Marketing Themes
that Asset Management Companies are following today
Cross
Channel Analytics
Enterprise
Engagement Platform
Provide insight into
marketing interactions
across all execution
channels
Provide both centralized
and decentralized
marketing engagement
capabilities
These capabilities allow
marketing users to
asses the end-to-end
effectiveness of
marketing activity that
will enable improve
decisions related to
marketing spend
These functions will
distribute campaign
creation, segmentation and
execution down to front
line users enabling them to
manage personalized
campaigns based on
localized needs, as well as
more effectively
communicate at the
corporate level
Data
Integration
Align marketing activity
and interaction
information with
Relationship
Management sources
These capabilities will
provide integration
between marketing
technologies and the
interactions that are
tracked, and align
them with Relationship
Management systems
to build a holistic view
of a customers
interactions
14. DATA INFORMATION INSIGHT STRATEGY ACTION
However, there are two critical paths
that factor into how an AMC’s executes a Marketing Strategy
A
M
C
Marketing Operations
Marketing Technology
Shared Services
Distributed Service
Engagement Platform
Integrate Existing Tools
Regarding Marketing Operations,
consider the market trend in a Shared Service Model, or
continue with the existing Distributed Service Model
With regards to Marketing Technology,
either to Integrate Existing Toolset today, or
begin to migrate to a Engagement Platform that consolidates tools and processes
Outsource
In House
Outsource
In House
AMC’s balance many factors in making the decision to stay with the
current path, or consider migrating towards trends to improve
Marketing Operations and Marketing Technology
15. DATA INFORMATION INSIGHT STRATEGY ACTION
With Regards to Marketing Operations,
We Recognize Several Trends with Asset Managers
Distributed Service Shared Services
Market TrendsCurrent Path
• Execution of operations are
consolidated and shared across
divisions
• Compliance and regulation oversight
and review
• Consolidated costs
• Centralized marketing data
management
• Best practices shared across the
company
• Opportunity for cross-division
marketing
• Similar marketing activities are
performed separately
• Execution of operations are run
individually
• Overlap in Marketing
Operations
• Additional costs can be incurred
related to duplicate operational
activities, and software licenses
• Decentralize marketing data is
spread across business units
16. DATA INFORMATION INSIGHT STRATEGY ACTION
Improve Existing Tools Enterprise Platform
Market TrendsCurrent Path
• Full suite engagement platform
consolidating
• Facilitate Closed Loop Marketing
Tracking
• Provides Lead Scoring and Nurturing
• Insight into cross channel analytics
• Social channel integration
• Organizational economies of scale for
savings
• Automate marketing processes
• Consolidated resource costs and
training costs
• Build enhancements in existing
tools
• Duplicate functionality across
tools drive additional costs
• Integration between
applications to support desired
capabilities must be built
• Lack of functionality in current
tool set must be augmented
with additional tools and
integrations
• Need to incorporate Social
distribution of content across
platforms
With Regards to Marketing Technology,
A Few Trends Are Driving Asset Managers
17. DATA INFORMATION INSIGHT STRATEGY ACTION
Traditional AMC Example
of Marketing Operations Functions & Activities
Strategy Analytics Reporting
Campaign
Management
Manage
Technology
• Develop
Marketing
Strategy
• Develop
Campaign Briefs
• Perform deep
analysis on
marketing
trends
• Manage and
analyze
marketing data
• Coordinate with
BU strategy
resource
• Develop
operational
reports
• Coordinate with
Data Analyst
• Distributed
Campaign
Creation
• Distributed
Campaign
Execution
• Administer
marketing
technologies
• Manage vendor
relationships
• VP of Marketing
• Marketing
Managers
• Data Analyst • Report
Developer
• Wholesaler • Marketing IT
Administrator
ActivityResourcesFunction
18. DATA INFORMATION INSIGHT STRATEGY ACTION
An Asset Manager as a Business Unit Example
of an AMC’s Shared Service Functions & Activities
Internal
SharedService
Asset
Management
BusinessUnit
Strategy Analytics Reporting
Campaign
Management
Manage
Technology
• Perform deep
analysis on
marketing trends
• Manage and analyze
marketing data
• Coordinate with BU
strategy resource
• Create Campaign
Collateral
• Execute Campaign
• Coordinate with BU
strategy resources
• Administer
marketing
technologies
• Manage vendor
relationships
• Data Analyst • Campaign
Administrator
• Marketing IT
Administrator
ActivityResourcesFunctionTrend
Strategy Analytics Reporting
Campaign
Management
Manage
Technology
• Develop Marketing
Strategy
• Develop Campaign
Briefs
• Develop operational
reports
• Coordinate with
Data Analyst
• Distributed
Campaign Creation
• Distributed
Campaign Execution
• VP of Marketing
• Marketing Managers
• Report Developer • Wholesaler
ActivityResourcesFunctionTrend
19. DATA INFORMATION INSIGHT STRATEGY ACTION
An Asset Management Company’s
Example of Outsourced Shared Service Functions & Activities
Outsourced
SharedService
Asset
Management
Company
Strategy Analytics Reporting
Campaign
Management
Manage
Technology
• Perform deep
analysis on
marketing trends
• Manage and analyze
marketing data
• Coordinate with BU
strategy resource
• Develop operational
reports
• Coordinate with
Data Analyst
• Create Campaign
Collateral
• Execute Campaign
• Coordinate with BU
strategy resources
• Administer
marketing
technologies
• Manage vendor
relationships
• Data Analyst • Report Developer • Campaign
Administrator
• Marketing IT
Administrator
ActivityResourcesFunctionTrend
Strategy Analytics Reporting
Campaign
Management
Manage
Technology
• Develop Marketing
Strategy
• Develop Campaign
Briefs
• Distributed
Campaign Creation
• Distributed
Campaign Execution
• VP of Marketing
• Marketing Managers
• Wholesaler
ActivityResourcesFunctionTrend
20. DATA INFORMATION INSIGHT STRATEGY ACTION
For Asset Managers who are considering investing in new Marketing
Operation and Marketing Technology, decisions will need to be made
for several different areas
Considerations and Decisions That Must Be Addressed
For Asset Managers Marketing Technology & Operations
Funding Policies
&
Procedures
Staffing Technology
&
Operations
21. DATA INFORMATION INSIGHT STRATEGY ACTION
As Asset Managers consider improving Marketing Operations and investing in Marketing
Technologies, the potential benefits span across
resource savings, software consolidation and efficiencies
Asset Management Marketing Operations
Recognized Benefits
Marketing Driver Benefit
Consolidating resources saves
costs
• Reduce duplicate processes
• Minimize handoffs between each group
• Eliminate errors
• Smooth any peaks and valleys in demand
• Campaign time to market should shrink, in general, by 20-30%
Consolidating capabilities
across software platforms
• Save on licensing and software fees
• Reduce data integration
• Minimize training and on boarding
• There will be better, more standard, marketing performance metrics and reporting
• Improved campaign effectiveness
22. Marketo Engagement Platform
ENGAGEMENT MARKETING APPS
ENGAGEMENT MARKETING HUB
AUTOMATION ADAPTIVE ANALYTICS
CUSTOMER PROFILES
APIsCRM
EMAIL
MARKETO APPS PARTNER APPS
WEB ADS MOBILE SOCIAL
CAMPAIGNS PREDICTIVE
CONTENT ABM SALES INTEL PLANNING
EVENTS
REPORTING
OTHER
DATA
SOURCES
LEARN
LISTEN ENGAGE
23. • Automatically segment your prospects and clients
based on demographics and behaviors
• Engage your prospects and clients throughout all
market conditions with personalized and automated
communications across all channels throughout
their lifecycle
• Create a single view of your clients and prospects
• Prioritize sales/wholesaler follow-up through lead
scoring
• Measure and track marketing campaign effectiveness
and prove ROI
• Get the right message to the right investor at the
right time
How Can the Marketo Engagement Platform Help?
24. Extensible Enterprise Platform
4600+ Customers across 41 Countries
Asset Management Track Record & Expertise
Top Rated Marketing Automation
Marketo for
Asset Management
Hello everyone, welcome to today’s webinar…
AmberLeaf is a Customer Experience Management and Business Intelligence full service-consulting firm. They specialize in providing solutions across strategy, process, technology and change management services focusing on ways companies manage relationships with their customers. Providing blended operational and analytical solutions, AmberLeaf leverages functional expertise to help firms become fact-based decision making organizations.
John is a partner with AmberLeaf responsible for running the customer experience practice, where he works closely with clients (in particular financial services firms) to develop the strategies, processes and deploy the right technology solutions for the ways that they market, sell and service their customers.
Now before we begin, we have a couple of housekeeping items.
And with that let’s get going!
When looking at the state of the asset management industry today, from a client acquisition or retention standpoint, there are 3 primary things to consider.
1 is Your Clients’ reality
2 is your challenge to meet that reality
And 3 is how can you create a path forward to bridge the gap between your clients’ expectations and your ability to execute on those expectations.
In the old days, cold calls, referrals and office visits may have be adequate for acquiring new clients
And on the retention side: it may have only taken quarterly or yearly check-ins which could be done by either an office visit or on the phone to keep clients’ happy.
Why is there an increase in risk now, because clients are expecting more and there is a lot of money in motion. Asset managers need to respond to gorwing client expectations or face the risk of losing them.
To illustrate that, we are on the precipice of an upcoming $58 Trillion dollar wealth transfer from one generation to the next where 90% of heirs will change advisors after wards.
And in addition, Clients are now expecting more personalized communications than ever before. In fact, 25% of investors leave their asset managers after just 2 – 3 years
And according to a Survey of 1,375 advisors conducted by FA Magazine* the #1 Reason for this was:
Failure to communicate on a timely basis
Put that together with the fact that 80% of under-40 investors indicated they would leave their asset management firm if it fails to provide an integrated channel experience and it’s easy to see why it’s more important than ever to provide clients with a digitally connected, holistic, experience.
Your challenge is rather large.
First, How do you get clients to choose you or your firm and stay with you?
Second, how do you be most relevant to them?
And finally, how do you execute and measure this at scale?
Especially when It’s a noisy world out there..
Investors are being bombarded by more than 2900 messages per day.
But this noise has also created a world of information abundance – meaning clients and prospects are more empowered than ever before. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your firm.
In fact if you look at some data points, from folks like Forrester, they say that anywhere from 66-90% of a buyers journey is self-directed before they interact with you.
And when these potential clients do decide to interact with you, at every stage of interaction, 87% percent of them demand a meaningful, contextual, and relevant experience.
With that, I am going to pass it on to John to talk more about the 3 strategic marketing themes that asset management firms are following today and how leveraging them can help you with some of these challenges we just discussed.
John, take it away.
I’ll end the presentation with a very high level overview on what the Marketo Engagement platform is
It is that UNIFIED platform you can use to keep your finger on the pulse of your prospects and clients, power personalized and authentic conversations at scale, and build lasting relationships. It’s reliable, secure and SCALES to meet the demands of the largest global enterprises. And it’s built from the ground up to be OPEN , so it fits in your existing technology systems and gives you complete freedom with your data.
Our Engagement Marketing Hub is the foundation of our platform, which captures everything you learn about your prospects and clients across channels and touchpoints. An Automation engine allows you to trigger simple or complex campaigns in real time and can automatically REACT to what you’re hearing or ANTICIPATE the best response to your prospects or clients in the moment they’re engaged with you.
Our Adaptive engine takes anticipation to the next level by using artificial intelligence to recommend the best content for each individual.
Finally, our Analytics engine gives you a broad array of business impact & journey metrics for your campaigns and channels, leveraging the consolidated data in our Engagement Hub.