Category Archives: Marketing Operations



Q&A Discussion: Blending Marketing Customization & Compliance in Financial Sales

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The Financial Sales Success Formula

In the heavily-regulated world of investment management, consistency and harmony between functional areas, including marketing, sales and compliance, are key goals for competitive advantage. However, blending customization and compliance is difficult to achieve.

Many disconnects happen at investment companies when marketing creates collateral which, from the sales perspective, misses the mark on client-focus and relevance—all before a compliance review. Ultimately, in the name of making the sale, salespeople customize presentations, creating multiple versions along the way that are difficult to track. This unwieldy process can cause compliance, branding, and messaging nightmares that may lead to fines, outflows, and lost revenue.

Firms are almost always aware that these disconnects exist and want to fix them, yet don’t know where to start. We recently held a webinar; The Sales Success Formula in Financial Services: Blending Customization and Compliance, to discuss this very topic. It was a Q&A session moderated by investment marketing expert Andrew Corn of E5A Integrated Marketing and explored the ways in which firms are using digital transformation to disrupt the status quo and gain competitive advantage.Read More

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Avoiding Failure: 3 Reasons Content Automation Implementations Fail at Investment Companies

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How Investment Companies Can Avoid Failed Content Automation Implementations

When making an investment in marketing or sales technology,  getting the implementation right is critical.

A recent article in Fund Technology states that third-parties are increasingly prevalent, but onboarding and vetting can be taxing. The decision to implement new technology adds short-term complexity and creates both financial and reputational risk.

No matter where you sit in your marketing or sales organization, chances are you’ve been exposed to the enormous undertaking of a marketing tech implementation. CRMs, marketing automation, and content management systems are critical and commonplace.  Problematic Martech implementations often stem from a lack of time, budget, or resources. When an organization decides to minimize time, costs, and efforts at the outset, they limit their ability to actually achieve their goals.Read More

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Pessimism or Reality? Forbes says Asset Management Marketers are “Still Taking Batting Practice”

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Are Asset Management Marketers still taking batting Practice in digital marketing?

An article in Forbes pointed out that asset managers are extremely late in joining the digital marketing movement. This isn’t groundbreaking news, as the industry has long been criticized for the slow adoption of modern marketing practices.

The article points out:

  • Financial services was one of the first industries to embrace the digital revolution, just not in marketing. The industry has focused on investing in high-speed connectivity for faster trade execution, as opposed to faster and more successful marketing/sales execution. It’s time to step-up the marketing game.
  • Lower Fees and higher competition is driving more creative marketing. Executives are forced to rethink the old model of reaching investors one at a time. It’s an expensive endeavor involving lots of flights, hotels, steak dinners, and conference fees. They must create models for doing this at scale.
  • Asset Managers who embrace artificial intelligence and machine learning will increase efficiency. The reduction in operating expenses associated with more efficient marketing will result in decreased cost for the consumer and increased margins for the manager.  Asset Managers aren’t adopting digital marketing technologies because they loathe change. Executives who come from an investing background may not see an immediate ROI on this type of investment. Turnkey products do exist, and previously unavailable scale is now built-in.

Even though asset managers are a few steps behind other industries, many are making moves towards digitizing the sales and marketing process. We’ve seen evidence of this over the past couple of years as firms are rethinking their strategies. Firms are being forced to find ways to differentiate themselves and scale their operations in order to survive the fierce competition.

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[Podcast] Solving the Content Automation Problem and Achieving ROI

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Terry McDougall

Listen to our guest, Terry McDougall, provide expert advice on how to carefully evaluate content automation vendors, total enterprise costs, and ROI potential.

Terry McDougall, Founder and President of Bright Beam Consulting, sat down with Synthesis CEO, John Toepfer, to discuss best practices with regard to evaluating automation vendors and calculating TCO and ROI.

Bright Beam Consulting is a marketing strategy and coaching consultancy focusing on small and medium-sized businesses and specializing in the B2B space. Terry has had a long career in financial services marketing, including working with two major financial services organizations. Most recently, she was the US head of marketing for a major global asset manager selling investment products in North America, EMEA and APAC. With her 20+ years working in financial services, she brings valuable expertise to the conversation around evaluating vendors and making sound technology buying decisions. We hope you’ll take away some useful insights from this episode.

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