This document outlines a five step marketing strategy and plan framework for financial advisors. The framework guides advisors through planning and organization, developing a competitive strategy by defining their niche and value proposition, establishing their brand identity, creating content for their marketing hub, and implementing a referral networking platform. The goal is to leverage both referral networking and content marketing tactics to build the advisor's authority and generate new business through word-of-mouth recommendations.
The document discusses Salesforce's partner program which includes consulting partners, independent software vendors, resellers, a partner community, and support for partner operations, marketing, and development. The program aims to build the world's largest cloud ecosystem by enabling partners to deliver Salesforce solutions and services to customers.
Kanoe India Healthcare, A division Of Kanoe Softwares proposes a special Medical insurance plan sponsored by Universal Sompo General insurance Co. Limited in joint venture with Allahabad Bank Limited, Indian Overseas Bank, Karnataka Bank Limited, Dabur Investments Corp and Sompo Japan Insurance Incorporation in Public Private Partnership (PPP), aiming to provide assurance of Government/Public sector and superb, hassle free service from private bodies.
Money Back Plan is a type of endowment life insurance policy that provides periodic survival benefits to the policyholder. Some key points:
- Survival benefits are paid as a percentage of the sum assured after fixed intervals, such as every 5 years.
- The full death benefit of the sum assured is paid out if the policyholder passes away, regardless of any survival benefits already received.
- Money Back Plans offer liquidity to the policyholder and can be used for needs like children's education over the term of the policy.
Sales promotion is any marketing activity used to stimulate quicker or greater purchase of particular products or services other than personal selling or advertising. There are two main types: consumer sales promotions which target end customers, and trade sales promotions which target retailers and wholesalers. Common sales promotion techniques include samples, coupons, premiums, contests and sweepstakes, refunds and rebates, loyalty programs, exhibitions, trade shows, discounts, and free trials. The overall goal of sales promotions is to increase short-term sales.
The Lifetime Platform is a digital platform created by Sureify to help life insurance carriers modernize their operations and customer experiences. It provides tools to acquire, service, and engage customers and agents across the entire policy lifecycle. Some key capabilities include an e-application platform, policy servicing portal, customer engagement app, and agent portal. The platform aims to increase sales, improve customer retention, and reduce costs for carriers.
How to Align Marketing Campaign Plans and Budgets with SiriusDecisionsAllocadia Software
The document provides an overview of aligning marketing campaign plans and budgets using the SiriusDecisions Campaign Framework and Allocadia software. It discusses defining complete campaigns based on buyer needs rather than products, comprising reputation, demand creation, sales enablement, and market intelligence programs. Budgets should be allocated to campaigns over time using a top-down then bottom-up approach. Allocadia software allows defining a campaign hierarchy, setting targets, aligning to goals, and measuring ROI on spend.
This document discusses the importance of customer renewals and minimizing attrition. It provides strategies for a lifecycle approach to renewals that begins at the start of the customer relationship. Key aspects of the renewal process include performing account reviews early to assess renewal risk, collaborating across teams on renewal strategy, engaging customers in renewal discussions, and ensuring a successful renewal outcome. The presentation emphasizes taking a proactive, preventative approach to renewals by identifying and resolving any potential customer issues that could impact renewal.
How to Improve Customer Lifetime Value (CLV) using SAP Billing (BRIM/Hybris B...Ashish Saxena
The document discusses improving customer lifetime value (CLV) using SAP Billing (Hybris Billing). It provides an overview of Hybris Billing components that support subscription, mediation, charging, invoicing and financials. It also discusses challenges to CLV and how Hybris Billing can help overcome them through automation, improved cash flow and customer experience. Finally, it outlines Hybris Billing deployment options including standalone, integrated with SAP ECC/S4HANA and the SAP Revenue Cloud.
ITChamps SAP Application Support and Maintenance services (AMS) is a more flexible way of managing and optimizing SAP business applications for our customers. ITChamps SAP AMS models is designed to assist IT Managers achieve the most cost-effective way to reduce the support and maintenance cost while continually improving and stabilizing the SAP environment. Our SAP AMS services is committed to establish a high performance, quality operation by providing reliable support processes, focused information on services, and flexibility and the ability to recognize trends and adapt quickly to technical and business needs of our customers.
ITChamps support models combines the tradition support models with flexi models of outsourcing as much or as little of their SAP application support as makes sense for their business, and adjusting that balance in step with changing priorities, resources and new opportunities.
Firebrick Differentiate or Die November SHORT ABob Wright
The document discusses positioning strategies for technology companies. It argues that the old marketing model of selling products based on features is dead. Today, companies should position themselves by selling business outcomes and monetizing relationships. It then provides examples of companies like Palo Alto Networks, New Relic, and HootSuite that have compelling positioning stories. The rest of the document outlines a new positioning model and seven rules for effective positioning, such as owning a problem and communicating with impactful stories rather than "geek speak". It emphasizes the importance of positioning over traditional marketing initiatives.
Agents and brokers play a key role in selling most insurance policies today. Agents have the authority to bind insurers to policies, while brokers recommend products but do not have binding authority. Insurance marketing systems refer to the methods used to sell and market products, such as personal selling, financial institution distribution, direct response, and other systems like worksite and stock broker marketing. Major life insurance distribution systems include personal selling, financial institution, direct response, and other systems. Property and casualty insurers also use systems like independent agencies, exclusive agencies, direct writers, and multiple distributions. Group marketing is also used to sell individual policies to group members.
When customer success efforts pay off, they leave you with an interesting problem: more customers to manage, and the need to grow your team accordingly.
A hurdle that customer success teams face is that of scaling from a budget and business-model standpoint, while still providing a consistent customer experience.
Adding headcount linearly doesn’t work, and there’s no secret CSM-to-customer ratio. To make sure you’re neither understaffed nor inefficient, there are, however, some strategies you can follow.
Annuity Basics is part of our continuing series of presentations for Financial Services Industry Training. We develop custom training specific to the financial services industry. Contact us for a quote or discussion of your needs.
The document discusses OpenText's Digital Content Platform and its capabilities for content generation and management. It notes that today's digital world is driven by data and processes, which rely on and generate large amounts of digital content. The Digital Content Platform manages this unstructured content and supports the digital core. It allows for content to be generated from various sources and distributed across multiple channels through solutions like Document Presentment, which streamlines content creation from SAP systems such as CRM, ERP, and SuccessFactors.
The document discusses different client strategy options for an SAP S/4HANA implementation across sandbox, development, quality assurance, and production environments. It provides assumptions and recommendations for separating clients for different purposes like configuration, embedded analytics, development, testing, and production. Various client distribution options are presented for the different environments with the goal of complying with SAP best practices and customer requirements.
SAP Document Management System Integration with Content Servers Verbella CMG
The document provides an overview and agenda for a workshop on integrating the SAP Content Server and Document Management System (DMS). The workshop will cover: an overview of the SAP Content Server and DMS; how the systems integrate; basic customizing; and a customer case study. The objectives are to understand how the Content Server and DMS work within SAP and how they can be integrated to handle document imaging needs.
Content Transformation: The Back Story On Audience CentricityG3 Communications
The document provides an overview of content transformation and the shift from product-centric to audience-centric strategies in B2B marketing. It discusses research that shows most B2B organizations still struggle with audience clarity and aligning content to buyers' needs. The document also presents models for understanding buyer audiences and journeys. It analyzes challenges to becoming audience-centric like prioritizing content audits and measuring goals. Additionally, it shares a case study of how ADP improved engagement by focusing on audience research and inbound strategies rather than just products.
The document discusses CRM evolution, components, applications, and programs. It provides an overview of how CRM has evolved over time from sales force automation to integrated customer-centric solutions. The key components of CRM include marketing, sales, customer service, and analytics. Basic CRM application features are listed for sales force automation, marketing automation, partner management, service management, and the customer hub. The document also discusses the CRM ecosystem, including operational, collaborative and analytical CRM, and how CRM aims to provide a single, authenticated view of the customer across touchpoints.
This 6-step document outlines a targeted marketing plan:
1) Identify your audience clearly
2) Determine points of interest for your audience
3) Plan how to deliver your message through outbound, inbound, or in-person connections
4) Select content from existing, purchased, borrowed, or new sources
5) Create a content plan detailing topics, vehicles, assets, assignments, and due dates
6) Implement your plan, have fun, and share results to continue growing your business.
The document provides an overview of various marketing strategies including market scope strategy, market entry strategy, product strategy, promotion strategy, distribution strategy, and pricing strategy. For each strategy, it outlines the key considerations, objectives, and requirements for implementing different approaches within that category of marketing strategy.
At any given point in their careers, wealth managers will find themselves faced with multiple strategic paths to choose from and difficult choices to make. Advisors can waste time, stagnating, trying to find the perfect moment to choose the perfect path and hope that it is the right one by james price aero financial
This presentation gives a brief overview of a process to develop systematic business plans in private banking and wealth management. More detailed information on the approach can be requested at info@arvetica.com
Do you have the right tools to measure your financial performance? Do you know what elements are necessary to guide your business? Based on last year's rave reviews, Autotask's own Chief Financial Officer, Vince Zumbo, will return to lay out the fundamentals of planning and monitoring your financials for success. Vince will be aided by Autotask Product Manager Joe Rourke who will demonstrate how you can apply what you've learned by leveraging Autotask to support your business' optimal financial health. This session is full of tips, templates and insights that are used by financial professionals today and can be used by organizations of all sizes.
[Presenters: Vince Zumbo & Patrick Burns, Autotask]
10 Steps to a Successful Social Media Marketing StrategyJeff Bullas
Social media marketing success is something that business is now starting to see as vital as part of their marketing plans. Just having a Facebook page or a Twitter account is just the start. Planning and creating a strategy is vital if you want to succeed long term. In this presentation we look at the 10 steps you need to implement. We also look at some specific tactics and case studies of brands and businesses that have been successful at social media marketing.
Best Practices in Financial Planning and Analysis | 2013 Business Analytics S...Cartegraph
Loras College is proud to present our annual Business Analytics Symposium on March 27, 2014 at the Grand River Center in Dubuque, IA. Industry experts will share their insights about the evolving field of business analytics opportunities. Learn about everything from best practices when analyzing data to the importance and benefits of building a culture of analytics within your organization.
To learn more, secure your seat or to take advantage of group discounts visit www.loras.edu/bigdata.
Normally people think financial goals require a high salary or wealth, but financial planning can achieve goals. Financial planning involves managing current resources through disciplined investing in options to achieve financial goals. It considers resources, investment options, and goals. A financial planner analyzes the situation, recommends an asset allocation plan, and monitors it over time to achieve the client's changing needs and opportunities.
The document discusses various marketing strategies and frameworks. It introduces the Boston Consulting Group (BCG) matrix, which categorizes brands based on their market share and growth. It also discusses corporate identity in terms of whether a company takes an offensive or defensive stance in the marketplace. Finally, it outlines different types of marketing goals a company may want to achieve, such as increasing profits, delighting customers, and redefining their market position.
This document provides an overview and introduction to digital strategy from Bud Caddell, SVP and Director of Digital Strategy at Deutsch LA. It defines key terms like digital strategy, digital strategist, and core concepts. It explores what a digital strategy and strategist are, essential concepts like insights, cultural tensions and category conventions, and what deliverables a digital strategist produces. The document is intended to educate young practitioners entering the field of digital strategy.
The document provides a guide to developing a successful digital marketing strategy. It outlines 5 key stages: 1) Research the battlefield by understanding your target audience and competitors, 2) Set goals by defining objectives and key performance indicators, 3) Plan the attack by differentiating your brand and deciding how to communicate to customers, 4) Gather your weapons by integrating your brand across marketing channels and platforms, 5) Review gains and losses by analyzing performance against objectives. The guide stresses the importance of an adaptive digital strategy to stay ahead in a shifting landscape.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Kim Tasso of RedStarKim and Kevin Doolan of Eversheds led a workshop in September 2013 at the PM Conference on how marketing can help drive the new client agenda. Here are the excerpts
Interactive marketing strategies for financial services companiesDavid Mullings
The document discusses interactive marketing strategies for financial services companies. It outlines various digital marketing channels such as email marketing, banner ads, search engine marketing, social media, blogging, video/podcasts, and mobile/location-based services. It emphasizes engaging with customers through conversation rather than interruptions and highlights the importance of measuring engagement over just clicks or followers.
Create a Content Marketing Strategy Your Customers will LOVE, in 7 StepsJay Baer
The document outlines a 7-step process for creating an effective content marketing strategy: 1) Define objectives, 2) Identify your brand's unique value proposition, 3) Establish metrics for measurement, 4) Profile target audiences, 5) Research audience needs, 6) Plan appropriate content formats, and 7) Develop an amplification plan to promote content. The strategy emphasizes understanding audiences, creating useful content, and distributing content through multiple channels to meet business goals such as increasing awareness, sales, or loyalty.
Enterprise Architecture Governance: A Framework for Successful BusinessNathaniel Palmer
Enterprise Architectures play an important role supporting business transformation initiatives. Enterprise Architecture Governance (EAG) provides a structure for defining relevant strategies and compliance processes. This Level 3 Communications case study presents a detailed framework composed of three essential components of EAG:
1) Organizational Accountability must be clearly defi ned for all EAG aspects, and executive sponsorship is essential. Level 3 formed an executive steering committee with broad representation, preventing EAG from becoming an IT-only initiative.
2) Strategy Defi nition provides the roadmap for business transformation initiatives. Architectural guiding principles defi ne values and offer input into strategies, end states define where the company is going, and roadmaps document how to get there from.
3) Compliance Processes ensure that development initiatives are in alignment with the strategic direction. Level 3 has created a framework that gives each development initiative an architecture rating that indicates its compliance level.
mpx Replay, Expedite Your Catch-Up and C3 Workflow 2 of 2thePlatform
TV audiences are demanding the ability to watch their
favorite programs whenever it’s most convenient for
them – whether that be during a live broadcast, in a few
hours, in a few days, or even in a few weeks post-broadcast.
Contextual Authentication, also known as Risk-based Authentication, is matching the level of authentication to the expected impact of the surrounding events. Simply put, contextual authentication dynamically establishes the level of credibility of each user in real-time and uses this information to change the level of authentication required to access an application. Please see a link to live tutorial here: http://pg.portalguard.com/contextual_authentication_tutorial
This presentation will take us through the marketing function, starting with challenges within the marketing career itself, considering marketing best practices, our own research plans in this area and some best practice case histories, as well as touching on the role of the CEO’s growth team.
How to Gain Leadership Buy-In for Your Training ProgramBizLibrary
The document discusses the importance of leadership buy-in for organizational initiatives and provides strategies for obtaining and maintaining buy-in. It identifies that 70% of strategic failures are due to poor execution rather than the idea itself. The document then outlines a 10 step process for obtaining buy-in, which includes understanding leaders, connecting initiatives to business strategy, demonstrating solutions, and maintaining accountability. It emphasizes continuous communication, planning for change, and alignment with business objectives to ensure buy-in endures.
How to Gain Leadership Buy-In for Your Training Program BizLibrary
Leadership support is critical to the success of a training program, but many HR departments are challenged in building that bridge and actually gaining the support that is necessary. In this session, Shannon Kluczny and Katie Miller from BizLibrary will look at why leadership buy-in is critical and introduce a 10-step program to make it happen. You’ll walk away with ideas, guides and action plans to implement.
May 2015 marked the final offering of Product Manager Imperatives at the University of Wisconsin-Madison’s Center for Professional and Executive Education. After 40 years of running these open enrollment corporate workshops on product management, UW-CPED has decided to focus exclusively on management and leadership training. This presentation is the condensed version of the final offering of Product Manager Imperatives. For a version of this presentation with links to videos, tutorials and other tidbits to demonstrate key points, look for this presentation at BrainSnacksCafe.
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...VIPdesk
Incorporating Social Media and Customer Service: How to Develop a Strategy
Blake Cahill: SVP of Marketing, Visible Technologies
Mary Naylor, VIPdesk
Setting goals and objectives for your social media efforts
Getting buy-in
Resources required to successfully implement a social media plan
Tools to use
Measurement of success
Evergreen Growth Advisors helps clients achieve predictable and sustainable revenue growth by defining sales strategies and optimizing direct and indirect sales channels. They work with clients to identify opportunities for immediate revenue improvement while ensuring strategies are aligned for long-term growth. Their projects are led by partners with strong educational and operating backgrounds to drive fact-based analysis and implementation.
The document provides information about developing an HRM system for Pakistan Tea Company including their vision, mission, goals, organizational hierarchy, strategic HRM planning process, job descriptions for key roles, and job specifications. The company's vision is to be the best tea provider in Southeast Asia and their mission is to add value to each cup sold and give customers more than just tea.
4Growth is a consulting firm that helps clients grow their business value through various services. They provide counsel to overcome roadblocks, define the right business model for growth, and help execute, build, and support growth strategies. 4Growth's process involves assessing the client's business, defining problems, and implementing effective strategies and tactics, with long-term support. Their services include strategic planning, marketing, sales effectiveness, mergers and acquisitions support, learning and development programs, and executive coaching.
This document discusses key aspects of business planning including what a business plan is, why it is important, who prepares it, and the steps involved. A business plan is a comprehensive written description of a business that presents its future. It is crucial for obtaining funding. The plan should be prepared by a company's CEO, marketing/sales managers, development/production managers, and financial manager. The planning process involves assessing the situation, developing a mission, getting ready, setting goals, and monitoring progress. Reinventing a business model is also discussed as important for CEOs to manage the present, selectively forget the past, and create the future.
The document outlines the key stages of the entrepreneurial process including preparation, developing a business idea and plan, starting a venture, operations and implementation, growth strategies, and exiting the venture. It discusses evaluating opportunities and selecting an idea, creating products, organizing the business, obtaining financing, managing resources, marketing, selling, customer service, decision making, and more. The goal is to guide entrepreneurs through conceiving, launching, growing and concluding a new business venture.
LMD, a business and brand strategy consulting firm, worked closely with the Universities at Shady Grove to help them achieve their strategic vision. LMD listened to understand USG's needs and challenges, and provided guidance and support throughout the strategic planning process. With LMD's assistance, USG was able to develop an effective strategic plan and one-page strategy map that has helped the leadership team make progress on their priorities.
How Sales Coaching Helps Maximize RevenueMindTickle
In this webinar, Nancy Maluso - Research Director at Sirius Decisions, Stephen Hallowell - VP Sales Enablement at MuleSoft and Mohit Garg - CRO and Co Founder at MindTickle discuss why Sales Coaching is imperative to a company's success and how it impacts revenue.
The 10 Essential Elements of a Well Aligned Sales and Marketing TeamJeff Leo Herrmann
Is your sales and marketing organization aligned for success? Today we reveal the 10 essential elements to sales and marketing team collaboration - leading to success.
Selling With Values and Integrity: Creating a Purpose-Driven Sales CultureIntegrity Solutions
Will the culture you build in the sales organization help you meet your 2020 goals? In the rush to embrace everything changing about the sales profession, it’s easy to overlook the enduring qualities that have always been true of great salespeople, and that are often embodied in culture. These include the ability to engender buyers’ trust, and to build long term relationships vs. simply “going for the win.” These qualities are rooted in the personal and corporate values your customers perceive in sellers and the companies they represent.
Organizations that are purpose-driven - with strong, values-based sales cultures - wield significant competitive advantages and often grow faster than those that are not. Their customers are more loyal and would tell others to buy from their companies. And they achieve higher profitability per customer and compete more favorably for talent. Salespeople who derive meaning from their work report almost twice the job satisfaction and are three times more likely to stay with their organization. By putting values at the center of their sales processes, organizations are generating strong tailwinds that push sellers to greater levels of motivation and achievement drive. And they create brands that are enduring and memorable.
This webinar presents evidence on culture's economic value, while offering a step-by-step approach to establishing a more values-based sales culture that elevates passion, drive, differentiation and revenues.
This document discusses the need for marketing accountability and outlines steps to implement it. It notes that few marketers define clear objectives for campaigns, spend time on media strategy, or generate positive ROI. Marketers are seen as unfocused and irresponsible by CEOs. The document advocates demonstrating financial ROI, being business savvy, setting KPIs, measuring performance, and learning skills to sustain accountability. It provides examples of companies with aligned marketing and sales outperforming others and lists 6 steps to implement accountability, including defining goals and metrics and setting up governance. The overall message is that accountability is needed for marketing to be an effective business driver.
How to Gain Leadership Buy-In for Your Training ProgramBizLibrary
Why is leadership buy-in important? According to Ram Charan, author of Execution: The Discipline of Getting Things Done, seventy percent of strategic failure comes from poor execution – not the actual idea – having well defined processes and leadership buy-in will be the difference between success and failure.”
Leadership support is critical to the success of a training program, but many learning and development professionals are challenged in building that bridge and actually gaining the support that is necessary.
In this session you’ll learn:
• Why leadership buy-in is critical for training and development success
• A five stage leadership buy-in maturity model - what you can expect and how to respond
• A ten step program to gain leadership support in your organization
• How to maintain leadership buy-in
• How to communicate with leadership
• How to manage change
Join Shannon Kluczny*, Vice President of Client Success at BizLibrary, for this one hour webinar. You will walk away with ideas, guides and action plans to implement. This session is perfect for anyone just starting out or struggling to make the leap.
- See more at: http://www.hr.com/en/webcasts_events/webcasts/upcoming_webcasts/how-to-gain-leadership-buy-in-for-your-training-pr_ikehhr72.html#sthash.oz5PFbij.dpuf
5 Ts Of Marketing Ops: Learning Org to Increases Marketing EffectivenessClearAction Continuum
For an updated version of this presentation: https://www.slideshare.net/clearaction/5-ts-of-marketing-ops-learning-org-to-increases-marketing-effectiveness-127189816
May 13, 2008 presentation at Henry Stewart Marketing Operations and Digital Asset Management Conference, by Gary Katz.
See https://ClearAction.com
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A Proven Marketing Strategy and Plan for Financial Advisors
1. A Proven Marketing Strategy and Plan for Financial Advisors
A How-To Guide to Creating and Implementing a Comprehensive Advisor Marketing Strategy & Plan
Overview Presentation – April 2013
Authored and Published by The Entrepreneurial Advisor (David Finley)
david.finley@theentrepreneurialadvisor.com
2. Growth Driven
The essence of strategy is in activities – choosing to perform activities differently or to
perform different activities than rivals. Otherwise, a strategy is nothing more than a
marketing slogan that will not withstand the competition.
Michael E. Porter, 1986
2
5. Meet the Author
One of North America’s leading wealth management marketing and sales professionals Growth Driven
David Marshall B. Finley
5
6. My Professional Bio
Professional experience and highlights Growth Driven
• Over 20 years of practical experience in the full service brokerage industry as a financial advisor, manager and owner.
• My passion is marketing and business development for financial advisors, focused on helping them meaningfully grow their assets and revenue.
• I’ve generated over 125,000 qualified leads of highly desirable and hard to reach investors.
• I’ve implemented referral partnerships with American Express, The Globe and Mail and the University of Toronto (50+ since 1994).
• I was an early adopter and leader in content marketing for advisors, including; videos, webinars and eNewsletters.
1993 Investment Executive at ScotiaMcLeod
1995 Founder and President, Affinity Investments (Boutique Investment Dealer)
Affinity Investments was sold to Canada Trust (TD Financial Group) in 1998.
2002 Founder and CEO, Clearsight Wealth Management Inc. (Boutique Investment Dealer)
Clearsight Wealth Management was sold to Wellington West Capital Inc. in 2006.
2006 Senior Vice-President, Marketing and Advisor Services, Wellington West Capital Inc.
2012 - Senior Vice-President and Branch Manager, Raymond James Ltd.*
6
*I’m currently the branch manager in the downtown Toronto office of Raymond James, known as ‘The 53rd’, for more information visit www.the53rd.com
7. About this Presentation
A five step plan to building and implementing a proven marketing strategy and plan Growth Driven
• This presentation is designed to be an overview of content on The Entrepreneurial Advisor (www.theentrepreneurialadvisor.com).
• More specifically, over the next 3 months, I will delve into each topic in this presentation extensively, providing information, insight
and tools to help you build an effective marketing strategy and plan. While there is a great deal written about marketing for
financial advisors, I have yet to see a comprehensive marketing strategy and plan framework that’s intuitive and useful.
• I can be reached at david.finley@theentrepreneurialadvisor.com for any questions, feedback or comments you might have.
Marketing Strategy and Plan Framework
Planning and Competitve Designing Brand Content and Reaching your Target
Organization Strategy Identity Marketing Hub Audience
Clarify your goals Define your client niche Find your big idea Create great content Find your target clients
Identify your resources Define your value (why you) Utilize great design Partner for leverage Leverage the influencers
Budget for ROI Determine your positioning Determine your collaterals Utilize your website/blog as Take an integrated approach
your marketing hub
1 2 3 4 5
7
9. Marketing is a Priority
Many Financial Advisors consider marketing a priority but lack the experience to execute effectively Growth Driven
Marketing and Client Acquisition
Areas where surveyed advisors seek to improve:
Marketing and Client Acquisition 73%
Time Management 57%
Client Communications 50%
Knowledge of HNW Issues 38%
Staff Development/Retention 33%
Strategic Planning 33%
Mentoring/Coaching Staff 30%
Client Education 30%
Technology/Data Access 28%
Knowledge of Retiree Issues 18%
Knowledge of Investment Options 15%
Wide Range of Services 15%
Source: Advisor Benchmarking 2009: Annual Survey Results , Rydex Advisor Benchmarking, 2009.
… Growth is critical to any businesses success, without it, you quietly and slowly fade away.
9
10. There is a Growth Dilemma
More than ever, several factors are simultaneously converging to make advisor marketing more difficult Growth Driven
Hyper-competitive oversupply of advisors (80,000+),
all attempting to pursue a relatively small
cohort of high net worth clients.
Unfolding structural shift in the industry; clients
Declining direct client acquisition support from
moving from accumulation to preservation and payout;
distribution and manufacturing
resulting in fewer assets in lower margin products.
(ex. bank branch referrals).
Increasing investor pushback and poor results
Advisor Obtaining clients after they’ve reached high net
to old prospecting methods forcing advisors
to adopt new forms of marketing. Growth worth status requires greater skill,
greater effort and significantly higher
costs.
Dilemma
Wild market swings, scandals, negative media
and a flat decade of performance causing Increasing regulatory and compliance requirements
only to increase further in the years ahead, taxing more
investors to rethink who should manage their
money. time and resources on advisors.
Clear and meaningful differentiation among
advisors not readily apparent to most
investors.
10
11. Results Haven’t Met Expectations
A significant portion of marketing spend is not leveraged effectively or efficiently Growth Driven
The advice channel in Canada spends
$1 Billion*
annually in marketing and client acquisition costs.
Stop throwing money out the window. There’s a better way.
*This includes an estimate of costs incurred by advisors, firms and direct support from industry suppliers and manufacturers.
11
13. Build a Convergence-based Marketing Strategy
Leveraging the best of the old with the best of the new Growth Driven
The strategy outlined in this presentation is the convergence of two proven marketing tactics; referral networking and content marketing. It offers a
systematic approach to generating word of mouth as a comprehensive marketing strategy. In a larger sense, it proposes a new and better way of
doing business.
Strategic Partners Articles / Blogs
Social Networks In-person Events
Referral Networking Content Marketing
Referral Networking
Traditional marketing models Authentic content that educates
Content Marketing
generally go out and hunt for or is seen as valuable to your
clients. They do it with t a rg e t a u d i e n ce a n d m o re
advertising; they do it with cold COI Networking Video importantly the influencers
calling; they do it with trade The within that audience is the new
shows, etc. currency of marketing.
Convergence
The emphasis in this model is
moved from finding to being
Marketing Yo u r n o - s t r i n g s - a t t a c h e d
content allows you to break
found. Working with a network
of referral channels, you leverage
SEO (Google) Strategy Webinars down built-in sales resistance,
build trust and demonstrate
the “influencers” within these expertise in your field.
groups who lead your target
audience directly to you. Content is the most trusted form
of marketing.
Existing Clients Email Newsletters
Community White Papers / Books
13
Local Media Case Studies
14. Leverage the Influence of Trusted Referral Networks
Focus your marketing on where your target clients congregate Growth Driven
The greatest sources of affluent prospects are affluent clients and their professional advisors (collateral professionals such as
accountants and lawyers). No other sources come close. These two methods have been the drivers of new client growth for
decades. Other referral sources have also demonstrated success, including strategic partnerships, direct relationships with local
journalists/media and more recently online social networks and organic search rankings (Google). The key is that all have influence
with your target audience, through a direct recommendation, practice advocacy or online ranking. I strongly believe that you can
build your entire marketing strategy around a set of formal referral networking tactics.
Importance in Finding Primary Financial Advisor
60%
54.2%
50%
40%
30.1%
30%
20% 13.5%
10% 4.4%
3.5% 3.2%
Accountants Referral Seminar or Read About Direct A Cold
And from another Conference Them in the Mail Call
Lawyers Client Press
N=1,417 affluent individuals; Russ Alan Prince and David A. Geracioti, “Cultivating The Middle Class Millionarie”, 2005
Trusted Referral Networks
Strategic Partners Social Networks COI Networking SEO Existing Clients Community Local Media
(Accountants, etc.) (Google) Sponsorship 14
15. Content Marketing as the Driver
Establish your authority in your chosen area of expertise Growth Driven
The most successful marketers today tend to be part marketer and part publisher. They generate an ongoing stream of high quality
content to demonstrate their expertise. Content marketing is the process of creating video, blogs, articles, ebooks, how-to-guides,
social media updates, picture galleries, infographics, webinars or other forms of media about your practice. Ultimately, you’re building
a leadership position for your practice as a trusted resource in specific topics.
Selection Criteria of Affluent Individuals in Choosing Advisors
Selection Criteria Weighted Total
Demonstrate your Expertise
Overall expertise of advisor 91.0
Care advisor takes to identify needs 89.0 In-person Events
Investment management style 84.1
Trust in advisor 82.0
Video
Discretion of advisor 81.1
Attentiveness of advisor 80.2
Advisor’s desire to establish long-term relationship 74.2 Articles / Blogs
Reputation of advisor 65.2
Quality of proposals 55.1
Books / White Papers
Quality of presentations 51.9
Quality of promotional materials 33.9
Case Studies
Investment performance / track record 26.6
15
Source: Russ Alan Prince and Karen Maru File, Cultivating the Affluent
16. The Winning Combination
It’s the combination of the referral with the strength of quality content that drives growth Growth Driven
REFERRAL NETWORKING + CONTENT MARKETING
Effective
Referrals from THE STRATEGY
clients
and colleagues Leveraging the
Referrals best of the old
from other with the best of
service the new
providers REFERRAL NETWORKING
(COIs)
Traditional New
Marketing Strategic Marketing
Partnerships
ONLINE MARKETING
Email
In-person Newsletters
seminars
Cold calls
Books Articles
from financial
and and
advisors
eBooks Blogs
Ineffective 16
18. The Entrepreneurial Advisor Marketing Framework
Having a framework with an integrated structure is the critical starting point
Growth Driven
The Framework The Process
The following framework is a proven best-practices 1 Clarify your goals
approach to creating and implementing a Identify your resources
Planning & Organization Budget for ROI
comprehensive marketing strategy and plan. It will
help you identify your niche, position your practice
successfully within that niche and effectively engage
your target audience with the endorsement and 2 Identify your client niche
Define your value (Why you?)
advocacy of trusted referrals. Competitive Strategy Determine your positioning
This framework guides advisors through a step-by-
step process. It is made up of 5 core steps with 3 3 Find your big idea
deliverables per step. Over the course of the next 3 Utilize great design
Brand Identity
months, I’ll be highlighting each deliverable, Determine your collaterals
providing further insight with examples to help you and Voice
with your strategy and plan.
4 Create great content
The information and commentary can be found on Content-Rich Partner for leverage
my blog at www.theentrepreneurialadvisor.com. Website and Blog Utilize your website/blog as your marketing hub
Finding your clients
Leverage the influencers
Take an integrated approach
5
Referral Networking
Platform
Local Community
Media Involvement
Strategic Social
Partners Media
Existing COI
Clients Networking
Search
(SEO)
18
19. Step One è Planning and Organization
Where are you taking your business and why Growth Driven
“If you do not change direction, you may end up where you are heading.” – Lao Tzu
I. Clarify your goals II. Identify your resources III. Budget for ROI
What are your financial and leadership What resources do you need to help What are you willing to invest to
goals to elevate your practice? execute your marketing plan? achieve your goals and objectives?
• What are your client goals this year? Do you • You must first determine how much time and • A conservative marketing budget should be 1 to
need one client, or 100? energy you can commit to marketing. 5% of your annual gross production.
• Are you viewed as an expert in your field? • You must then evaluate your internal resources, • If you’re planning on growing aggressively, you
Does the media come to you for insight? which include your team and firm capabilities. might need to consider upwards of 10 to 15%.
• If you hit your sales goals, how will that impact • If you need to reach beyond your team and firm • Alternatively, you can budget or invest to a
your team? Do you need more administrative to execute effectively, you’ll need to consider specific goal or initiative.
help, producers, or more business development external resources, such as marketing agencies
support? and web development firms.
19
20. Step Two è Competitive Strategy
You are your biggest advantage Growth Driven
“The art of marketing strategy is knowing how to take pieces from others’ success and creating your own.” – David Finley
I. Own your niche II. Define your value III. Determine your positioning
Who is your ideal client and where and Why you? What are the values that How are you positioned relative to
how are they influenced? make you uniquely different? other top advisors?
• A niche enables you to stand out against the • Be crystal clear that your value proposition • Positioning is the battle to own a distinctive
competition who are usually generalists. belongs to you and you only. place in your target market’s mind.
• It is easier to become the go-to choice and • It’s best built around your persona and not a • Define your competitive landscape (see
authority within a niche market. product or firm. People buy from people. example on next slide) and stake your claim.
• Referral partners are easier to find because you • Your value proposition must include your role, • With a defined niche and a clear unique value
can work with those who also work within your your skill sets (especially your top 3), proof proposition you must now determine your
niche, leveraging their networks and resources (credentials, a book you author, etc.) and positioning strategy that creates a point of
to build your practice. results you’ve delivered for clients. reference in the marketplace about you.
20
21. Determine Your Positioning
Find the right market position and stake your claim Growth Driven
Positioning is about what makes you different and where you fit in the marketplace.
Size of tree
represents revenue
Age of tree
represents trend
Premium Service Wealth Solutions
Standard Service Investment Solutions
21
The positioning map above is for example purposes only. Advisors should consider the competitive landscape they wish to compete in and map accordingly.
22. Step Three è Designing Brand Identity
Branding isn’t about market share, it’s about mindshare Growth Driven
“A brand image is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality
profile of an individual, institution, corporation, product or service.” – Danie J. Boorstin
I. The big idea II. Great design and creative III. Packaging your brand
What’s your one big idea, the central Are you investing sufficiently in the What supporting tools and collaterals
theme and essence of your brand? right creative and design? should you have to market your brand?
• You should have an idea or theme that captures • The vast majority of advisors “go cheap” on • Less is more. You should concentrate on
who you are and what you stand for. creative and design. having the right collaterals for your audience.
• The right idea can be translated into your • Great strategy and great ideas are often wasted • They should reflect the quality of your practice
overall marketing campaigns, including tag by a poor image. First impressions matter! and be updated on on a quarterly or semi-
lines, logos, etc. annual basis.
• Creative and design goes beyond brochures
• Ensure that whatever your big idea may be, it and websites. It includes how you and your • Look for collaterals that are “out of the box”
must align with every aspect of your business, team dress, your office set-up and even the and not simply the standard fare you see from
including your solutions and service experience. language and tone you use on the phone. most firms. If you can do a custom or premium
website versus a template, do it.
22
23. The Big Idea
Identify a single, big, unifying idea that inspires all stakeholders to get engaged Growth Driven
Think Different – Arguably one of the best “big ideas” in history. When Steve Jobs returned to Apple
in 1998 he needed an idea, a campaign that reflected the philosophy he thought had to be reinforced
within the company he once co-founded, but which was struggling at the time he came back … and the
rest is history.
“Apple isn't like other companies. It doesn't follow the rules. And the essence of the company
isn't any more complicated than that. And so was born Think different.”
- Ken Segall
What is your big idea that best captures you and what you stand for?
23
24. Step Four è Content and Marketing Hub
Produce valuable content that attracts your audience and engages them Growth Driven
“Content is marketing.” – David Finley
I. Create relevant content II. Partner for leverage III. A website as marketing hub
What is most relevant to your target Who can you leverage for both Is your current website a central hub
audience? marketing and financial support? for your content and prospecting?
• Demonstrating your expertise through creating • Don’t go it alone on your content development. • Your website should be your primary hub of
great content is the most important marketing Leverage third-parties as best you can. content “housing”.
initiative you can do.
• Focus on both content production and financial • Go with a premium or customized website
• Leverage multiple forms of content, from support. Whether it’s sponsorship of an event option if available from your firm. A template
traditional books and newsletters to online with a speaker or economic considerations, site makes you look like everyone else.
functionality such as blogs and webinars. align with the partners that will provide the
best compliment and support to your efforts. • Ensure you have content publishing
• Find the right partners and support to help you functionality built into your website
create and publish your content. It is a very • Use your firm, if they have a strong content environment, so it can be active and updated
necessary but time consuming initiative. production facility. frequently.
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25. Your Website as the Marketing Hub
Make your website and blog a destination as a marketing hub of valuable content Growth Driven
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26. Step Five è Finding and Reaching Your Audience
Promote yourself without pestering people Growth Driven
Self-promotion is the key to advisor marketing success. Your goal is to be recognized as a leading authority in your chosen field. You
must market yourself to achieve that.
I. Find your target clients II. Leverage the influencers III. Take an integrated approach
Where do your clients congregate both Who has the most influence with your What are the best methods and
online and offline? target audience? mediums to reaching this audience?
• Identify where you target audience • Who are the key influencers within each of your • Your marketing channel strategy is entirely
congregates, both offline and online. target audience groups. based on how best to reach your audience.
• This should be a broad approach, ranging from • Is there an approach or relationship that you • Make sure each channel can leverage one
community involement (clubs, charities, can uniquely build with these individuals and another. For example, that your in-person
churches, etc.) to online networks such as groups? events can then be translated online via video,
LinkedIn and Facebook. pictures, etc.
• Make sure you clearly understand what matters
• The foundation of where your clients most to these individuals and organizations to • Start small with two or three approaches, if you
congregate will ultimately help you identify ensure you put your best foot forward. spread yourself too thin, you won’t get the
which referral networks to build. most out of each approach.
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27. Leverage the Influencers
The foundation of the trusted referral is your connection to those who can influence Growth Driven
Find your target audience through your networks
A multi-dimensional referral networking strategy should be your primary means of reaching your
target audience. It is generally the most effective and efficient model.
Transferred trust is the power of the referral and why it’s so much easier and quicker for advisors
to win business from referrals than any other method.
Referral Networking Model – Transferring Trust from Multiple Sources
Local Media COI Networks Existing Clients Strategic Partners Social Networks
Become a key content source Work with other professionals Leveraging your most satisfied Strategic joint ventures with Build and leverage connections
for local media or relevant like accountants and lawyers. clients who also have the most organizations that represent through key social networking
publications that align with your influence. This should be your target audience. Affinity platforms, including; LinkedIn,
target clients interests. approached in a formal manner programs, sponsorships, co- Facebook and Twitter.
and not left to chance. branding initiatives, etc.
In order to have the means to influence others, a person needs to be in touch regularly with other influential people
and opinion leaders. You can be the most knowledgeable person in world about a particular topic, but if you are a
loner and don’t interact with others very often it is hard for your ideas to spread. The size and breadth of your real
world networks is central to your influence. A large network of people you interact with in your everyday life gives
you the means to engage actively in the conversation.
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28. Summary
Follow the process and see the results
Growth Driven
1
Planning & Organization
2
Competitive Strategy
3
Brand Identity
and Voice
4
Content-Rich
Website and Blog
5
Referral Networking
Platform
Local Community
Media Involvement
Strategic Social
Partners Media
Existing COI
Clients Networking
Search
(SEO)
… Please don’t hesitate to contact me at david.finley@theentrepreneurialadvisor.com.
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