Marketing for Asset Management How to Build Programs that Grow AUM

Mike MaddenDemand Generation Program Manager Marketo

Joe PaoneManager, SMB MarketingMarketo

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Housekeeping

1. Overview on how marketing automation can help you grow AUM

2. Walk through program build

3. Personalization: Right message to the right investor at the right time

4. Integration with CRM: Lead scoring

5. Increased Sales efficiencies that drive AUM growth

Agenda

Past WebinarsClient Retention

Client Acquisition

Analytics to Prove ROI

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?

The Right Message Has Two Components

Timeliness Relevance

A Transformation in Client Engagement

MassMarketing

Focus on the message

EngagementMarketing

Focus on long-term relationships

Building Programs

Building Programs in Marketo

It Starts with Segmentation

Retail InvestorsAgeNet worth / Investable assetsLocationGenderInvestment philosophy

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

• Engagement • Activity• Non-activity

• Buying Stage• Prospect score • Product Interests

Demographic

Behavioral

It Starts with Segmentation

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

Updates in Real Time

Institutional / Retail

Investable Assets

Asset Class

ABC Advisors

ABC Advisors

Jack Bauer

ABC Advisors

Equities

$1,000,000,000

Building Programs in Marketo

Program - Email

Smart Campaign

Email

Audience

Marketo Smart Lists – Fast and Easy

AUM

$45,000,000

Smart Campaign - Clicked

1.

2.

3.

Smart Campaign - Clicked

Trigger

Smart Campaign - Clicked

Smart Campaign - Touch Stage

Touch Stage

Trigger

Touch Stage

Filter

Touch Stage

Filter

Touch Stage

Smart Campaign - Call Now

Call Now

Trigger

Call Now

First, for leads that have Account Score > 29, make Call Now. Everyone else, do nothing.

Call Now

Second, change the Call Now Reason.Everyone else, do nothing.

Email Build

The Webinar Program w/ Email Program

Event Program - Webinar

Email Program

Email

Invite List

Email Template

Email TemplateCustomize From Name, From Email, Reply-to, and Email Address Using Tokens

As you can see, we have made the segmentation of “Geographic Region (Person”) Dynamic!

These segmentations are fully customizable and designed by you, the marketer!

Like my colleague Joe said earlier, you can build segmentations for:• Asset Class• Retail/Institutional Investor• Investable Assets

Landing Pages Also Live in Your Program

How to Edit a Landing Page

Mobile capabilities are built-in and easy to use!

Cloning Programs

Never Build a Program from Scratch Again

Cloning a program clones all of the assets within the program as well.

You’ll be able to create and finish new programs in minutes, not hours.

Lead Scoring

• 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:

Trigger

Filter

First, send an automated email from the lead owner asking how you can help

Second, change the lead score +20 points

Third, populate your lead’s profile in your CRM with an interesting moment, which provides your sales team with details of the activity

Lastly, send the lead owner an alert email immediately after the fees page visit occurs so

they can follow up quickly

Web Personalization

Web Personalization

Web Personalization

Institutional / Retail Asset ClassMarket Investable AssetsGeographic Region XYZABC 123 Other

Web Personalization

Segment: Asset Class

Segment: Geographical Region

Key Takeaways Reduce your dependence on IT by building emails and landing pages in

Marketo Increase segmentation to be hyper-relevant for each investor type Clone programs for greater efficiency Put an end to siloed data with Marketo’s all-in-one platform Score leads for sales efficiency and faster deals

Questions?