increase aum with marketing automation: acquire clients during volatile times
TRANSCRIPT
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Increase Assets Under Management with Marketing AutomationPart 2: Acquire Clients During Volatile Times
Mike MaddenDemand Generation Program Manager Marketo
Joe PaoneManager, SMB MarketingMarketo
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• This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes.
• Have a question? Chat in the bottom left and I’ll get to your questions after the webinar.
• Posting to social? Use our hashtag - #mktgnation• There is a brief survey after this webinar.
Housekeeping
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1. Why Clients Churn
2. What is Marketing Automation
3. Using Marketing Automation to Acquire New Clients• Segmentation• Scoring
4. Alignment with Sales
5. Case Study: How Asset Managers use Marketing Automation
Agenda
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Why Clients Churn
*http://www.fa-mag.com/news/why-advisors-are-fired-by-clients-16214.html
S&P 500
Survey of 1,375 advisors by FA Magazine* showed the #1 Reason: Failure to communicate on a timely basis
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Central DatabaseSegment and
target the right message to each investor or lead
Engagement Marketing Engine Listen and respond to
investors in real-time, providing personal and relevant communication
Analytics EngineUnderstand what worked,
what didn’t, and where you can improve
WHAT IS MARKETING AUTOMATION?
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How to Segment?Behavioral vs. Demographic
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Demographic Segmentation
Retail InvestorsAgeNet worthInvestable assetsLocationGenderInvestment philosophy
• Institutional Investors• Industry• Company size• Role• Location• AUM• Investment style
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Behavioral Segmentation
Retail InvestorsEngagement ActivityNon-activity
• Institutional Investors• Buying Stage• Prospect score • Product Interests
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Segment Your Prospect Database
Organization Industry
Portfolio Size Region
Assets
Investment Behavior
Investor Persona
Investment Strategy
Target Account
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Further Segment by Investor Personas
Investor Persona
Tactical Passive Retirement Growth and Income
New Markets
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Utilize Lead Scoring
Lead scoring—a method of ranking leads for their sales-readiness, agreed upon by both sales and marketing—is essential to ensuring that your organization is aligned.
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• Score based on:• Demographic (fit)• Behavior (activity)• Decay (inactivity)
• Asset Range• Investor Persona
Score Your ProspectsLatent Behaviors
(Engagement)Active Behaviors
(Buying Intent)
• Early Stage Content: +3 • Fees Pages: +30
• Attended Webinar: +5 • Investment Methodology: +20
• Visit any Webpage: +1 • Mid-Stage Content: +8
• Visit Careers Pages: -10 • Late-Stage Content: +12
• Decay Inactivity: -1, -5, -10 • "Contact Me": +50
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Before scoring:
Prioritize Your Prospects for Sales After scoring:
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Why Alignment is Important
Companies that have aligned sales and marketing teams achieve up to 19% faster growth and 15% higher profitability.*
*Source: 2015 B2B Buyer Benchmark Study by SiriusDecisions.
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Improves Conversion Rates
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Case Study – Asset ManagersGoal:• Increase client acquisition and drive AUM
Challenge:
• Compliance, regulatory and security standards
Marketing Automation Solution:
• Real-time access to lead/client activity and behavior
• Ability to create and refine effective, multi-layered marketing campaigns
• Seamless integration with CRM increased transparency between Marketing and Sales and improved sales productivity
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Key Takeaways Segmentation helps you get the right message to the right
person
Scoring allows you to prioritize leads for Sales
Sales & Marketing Alignment is key to acquiring new clients
Financial Services Institutions are leveraging Marketing Automation to increase efficiency and drive more AUM
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Questions?