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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Housekeeping

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

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

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?

How to Segment?Behavioral vs. Demographic

Demographic Segmentation

Retail InvestorsAgeNet worthInvestable assetsLocationGenderInvestment philosophy

• Institutional Investors• Industry• Company size• Role• Location• AUM• Investment style

Behavioral Segmentation

Retail InvestorsEngagement ActivityNon-activity

• Institutional Investors• Buying Stage• Prospect score • Product Interests

Segment Your Prospect Database

Organization Industry

Portfolio Size Region

Assets

Investment Behavior

Investor Persona

Investment Strategy

Target Account

Further Segment by Investor Personas

Investor Persona

Tactical Passive Retirement Growth and Income

New Markets

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.

• 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

Before scoring:

Prioritize Your Prospects for Sales After scoring:

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.

Improves Conversion Rates

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

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

Questions?