fs forum: content intelligence - the financial …content intelligence bank deposits credit cards...
TRANSCRIPT
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CONTENT INTELLIGENCE
FS FORUM:
CONTENT INTELLIGENCE
Andrew Davies – Co-Founder & CMO
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CONTENT INTELLIGENCE
“I GOT 99 PROBLEMS
BUT A CLICK AIN’T ONE”
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CONTENT INTELLIGENCE
THE CHANGING CONSUMER
B2B/B2C are converging to P2P
• 40% of ‘mass affluents’ use social media for Financial Research
• 65% want global financial institutions to educate them
• 28% of investment professionals use Twitter for research, and
• 12% made an investment based on Twitter
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CONTENT INTELLIGENCE
USERS CONSULT 13.2 SOURCES
ON PATH TO PURCHASE
Google ZMOT Research
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CONTENT INTELLIGENCE
Bank DepositsCredit Cards
InsuranceInvestments
8.98.6
11.7
8.9
No. of Sources Consulted
WHEN PURCHASING FINANCIAL SERVICES
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CONTENT INTELLIGENCE
TRADITIONAL BUYING MODEL
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CONTENT INTELLIGENCE
ZERO MOMENT OF TRUTH
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CONTENT INTELLIGENCE
75%
84%79% 79%
91%
81%
94% 94%
79%
47%
79% 79%
Bank Deposits Credit Cards Insurance Investments
Financial Services Purchase Journey
% Relying on Stimulus % Relying on ZMOT % Relying on FMOT
• Read magazine/newspaper articles
• Read an email or mail from a financial services org
• Saw an ad on TV or online
• Searched online• Sought out a financial
services org website• Talked with friends• Read reviews online• Read comments online• Comparison shopped
online
• Talked with a financial services org rep in-person
• Talked with a customer service rep on the phone
• Read brochure in a financial services branch
RELIANCE ON ZMOT SOURCES
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CONTENT INTELLIGENCE
CONTENT MARKETING DEFINITION
The distribution of useful content in order to
engage, understand and influence a target
audience towards a commercial goal.
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CONTENT INTELLIGENCE
CONTENT MARKETING DEFINITION
The distribution of useful content in order to
engage, understand and influence a target
audience towards a commercial goal.
creation + curation
information + entertainment that provides utility
revenues - costs
change perceptions + behaviours
pull towards you
find out why
known personas
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CONTENT INTELLIGENCE
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CONTENT INTELLIGENCE
CONTENT MARKETING MATURITY
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CONTENT INTELLIGENCE
BOTH MALE
BOTH BORN 1948
BOTH GREW UP IN THE UK
BOTH HAVE DIVORCED & RE-MARRIED
BOTH HAVE TWO GROW UP SONS
BOTH ARE VERY WEALTHY
BOTH SPEND HOLIDAYS IN THE ALPS
BOTH ARE WORLD FAMOUS
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CONTENT INTELLIGENCE
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CONTENT INTELLIGENCE
“A man’s bookcase will
tell you everything you
need to know about
him”
Walter Mosley
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CONTENT INTELLIGENCE
INTRODUCING:
CONTENT INTELLIGENCE
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CONTENT INTELLIGENCE
IDIO CLIENTS
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CONTENT INTELLIGENCE
YOUR CONTENT IS UNDERUSED
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CONTENT INTELLIGENCE
YOUR CONTENT IS UNDERUSED
60-70% of your content sits
unused.
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CONTENT INTELLIGENCE
YOU THINK YOUR FUNNEL LEAKS
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CONTENT INTELLIGENCE
YOU THINK YOUR FUNNEL LEAKS
72% of leads don’t
engage after the first click.
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CONTENT INTELLIGENCE
YOU’VE HEARD YOUR REPS ON
AN AWKWARD CALL
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CONTENT INTELLIGENCE
YOU’VE HEARD YOUR REPS ON
AN AWKWARD CALL
42% of reps don’t have the
right info before calling.
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CONTENT INTELLIGENCE
YOU KNOW THE TENSION
BETWEEN SALES AND MARKETING
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CONTENT INTELLIGENCE
YOU KNOW THE TENSION
BETWEEN SALES AND MARKETING
Poor marketing/sales
alignment can cost up to
10% of revenue
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CONTENT INTELLIGENCE
IDIO INSIGHT
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CONTENT INTELLIGENCE
IDIO ENGAGE
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CONTENT INTELLIGENCE
IDIO FOR SALESFORCE
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CONTENT INTELLIGENCE
YOU WROTE WE UNDERSTOOD
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CONTENT INTELLIGENCE
UNDERSTANDING UNIQUENESS
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CONTENT INTELLIGENCE
PREDICTIVE CONTENT MARKETING
Proxy Voting
Corporate Governance
Financial Controls
I’m a saturation point, you have
wasted time and
money to talk
about me.
I’m doing great,
keep up the
good work!
I’m a
content gap, I
represent lost
opportunities
that you could
convert.
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CONTENT INTELLIGENCE
INTERESTS BY FUNNEL STAGE
Lower funnel conversion:
Fill Out a Demo Form
Top of funnel conversion:
Sign-up for Newsletter
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CONTENT INTELLIGENCE
CROSS CHANNEL PERSONALISATION
1-2-1
personalization
based on real-
time interests
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CONTENT INTELLIGENCE
AND THEN INTO THE SALES ARENA
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CONTENT INTELLIGENCE
HELLO RELEVANCY, RELATIONSHIPS, REVENUE