leveraging great content to address the complexities and challenges of marketing in financial...

JASON RUSHFORTH ELOQUA | ORACLE


Leveraging great content to address the complexities and challenges of Marketing in Financial Services


Today’s Agenda

§  Introduction to Financial Services & Marketing Landscape

§  Asset Management Overview & Challenges

§  Best Practices & Solutions

§  Customer Testimonials

§  Lessons Learned


Introduction to Marketing and the Financial Services Landscape


Source: Scott Brinker, chiefmartec.com


Financial Services


Regulation – Really???


Overwhelmed?


Investment Management AKA – Asset Management


§  Institutional Accounts §  Mutual Funds (Open-end investments) §  Real Estate Investment Trusts (REITS) §  Closed End Funds §  Hedge Funds §  529 Plans (College Savings) §  Variable Annuity Asset Management §  Separately managed accounts


Complexity in Distribution

1.  Who sells your products? 2.  Who buys your products?


§ Clearly Notes the procedures for the following: –  Approvals, Reviews & Recordkeeping –  Supervision of Correspondence –  Retail Communications need to be filed before use –  Date of First Use and Approval information –  Spot-Check Procedures –  Granular Detail on some of the following:

§  Tax Exemption Information, Disclosure of Fee’s, Testimonials…

Rule 2210 - Example of just 1 regulation focused on outward content


Marketers Challenges recap

§ Decrease in Marketing Expenditures due to erosion of profit margins § Complexity for Multi-LOB on persona’s and distribution channels § ROI is complicated and difficult to calculate. § External Regulation makes processes complex and can slow time to

market. §  Internal Regulation likely hinders processes further § Then you need to understand what the contracts look like from a

Broker Dealer perspective


The Solution starts with “Great Content”


Mutual Fund Marketplace Know your Customer!

Firm

Branch

FA

FA

FA

Branch

FA

FA

FA

Branch

FA

FA

FA

Branch

FA

FA

FA

Branch

FA

FA

FA


Your Team


Great Content is Necessary to succeed, but special conditions apply to Financial Services Companies

1.  Content is Great Only if Delivered at the Right Time


Ensuring the Deliver at the “Right Time”




2.  Content is Great Only if Delivered to the right Person


Understanding Who’s Consuming your content





3.  Content is Great Only if you have it approved before Delivery (This won’t land you in Jail)


Content Approving and Archiving




2.  Content is Great Only if Delivered to the Right Person

3.  Content is Great Only if you have it Approved before Delivery (This won’t land you in Jail)

4.  Content is Great Only if you can prove ROI


Reporting and Analytics





3.  Content is Great Only if you have it approved before Delivery (This won’t land you in Jail)

4.  Content is Great Only if you can prove ROI

5.  Content is Great Only if it is at a Low Cost to Deliver


How do Firms achieve “Thought Leadership”


Customer Success


Customer Stories

§  168 year old Insurance company

§  Stale Marketing Programs (Doing the same activities since the 90’s)

§  Struggling on how to get more Broker/Dealer interaction

§  Constrained by flat budgets, eroding of profit margin

§  Not a lot of visibility on “what’s working”

§  Deployed Eloqua to deliver robust content to the broker deal network.

§  Leverage content as their silver bullet… let me explain!

§  Looking to become a true thought leader in a highly commoditized market.


Conclusion

CONTENT MARKETING BOOTCAMP BOSTON FIND MORE AT KAPOST.COM/RESOURCES

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