increase aum with marketing automation: client retention in volatile times (part 1)
TRANSCRIPT
Increase Assets Under Management with Marketing AutomationPart 1: Client Retention in Volatile Times
Mike MaddenDemand Generation Program Manager Marketo
Joe PaoneManager, SMB MarketingMarketo
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Housekeeping
1. Spotlight on Client Retention: Why Now?
2. Top Reasons Clients Churn
3. Mass Marketing to Engagement Marketing
4. Segmentation Strategies
5. Brinker Case Study
Agenda
Volatile Markets Leading to Client Concerns?
Equities*
*VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index.
Volatile Markets Leading to Client Concerns?
Fixed Income1
Gold3
MSCI World2
Nasdaq
Dow Jones
S&P 500
1iShares Barclays Aggregate Bond Fund, 2iShares MSCI ACWI Index Fund, 3iShares Gold Trust
25% of investors will leave their asset manager after just 2 years!*
*Forbes, 2014
Silos Systems = Ineffective Communication
• Customer Relationship Management (CRM)• Salesforce, Microsoft Dynamics, NetSuite• Proprietary
• Excel files• Email Service Provider• SQL• Phone
Page 9
The Right Message Has Two Components
Timeliness Relevance
MassMarketingFocus on the
message
EngagementMarketing
Focus on long-term
relationships
A Transformation in Client Engagement
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Marketing Automation Solutions
• Automatically segment your clients based on demographics and behaviors
• Engage your clients throughout all market conditions with personalized and automated emails
• Create a single view of your clients
• Measure and track marketing campaign effectiveness and prove ROI
Segment Your Client Base
Organization Industry
Portfolio Size Region
Assets
Client Behavior
Investor Persona
Investment Strategy
Target Account
Further Segment by Investor Personas
Investor Persona
Tactical Passive Retirement Growth and Income
New Markets
Map Messages & Products to SegmentsBUY ->
Segments
Message A Message B Message C Product 1 Product 2 Product 3
Segment 1 x x x
Segment 2 x x x
Segment 3 x x x x
Segment 4 x
Design the Programs Mix
Client Retention Must Haves
#1 – As Individual Investors
#2 – Based On What They Do
#3 – Continuously Over Time
#4 – Directed Towards An Outcome
#5 – Everywhere They Are
Case Study – Brinker CapitalBackground:
• Asset manager focused on multiple asset classes and various client profiles
• ~$18B in Assets Under Management
Challenge:
• Existing system could only generate mass emails and could not produce targeted marketing campaigns or provide prospect behavior
details
Highlights:
• Real-time access to lead/client activity and behavior
• Ability to create and refine effective, multi-layered marketing campaigns
• Seamless integration with their CRM increased transparency between Marketing and Sales and improved sales productivity
Key Takeaways During periods of market volatility, your clients need more
personalized touches
Timely and relevant communication is key to client retention
Segment your clients to engage them as individuals
Marketing automation can reduce client churn and help to maintain AUM during all market cycles
Increase Assets Under Management with Marketing AutomationPart 2: Acquire Clients in Volatile Times
Wednesday, April 6th 1:00pm ET / 10:00am PT
Questions?