Category Archives: Marketing Strategy
As Ben Franklin once said, “By failing to prepare, you are preparing to fail.”
Preparation is critical to the outcome of a content automation initiative. There’s always a possibility implementation will go awry if the project plan is disorganized. Organization and planning are challenging, for it takes specific business and leadership skills to run this kind of technical project. Many departments need to get involved, including marketing, IT, sales, and compliance. Stakeholders from each department must re-examine their processes and work together to re-create them for automation. The goal is to improve the process fundamentally and permanently within the boundaries of a systemized solution. More often than not, this is easier said than done, and may require professional assistance. Here are 5 best practices to prime your team for content automation.
Guest post by Meghan Rees, Digital Communications at Mediafly
Sales and marketing teams in the financial services industry have their work cut out for them. Marketing teams struggle to create content and processes that will be well-received by the sales group. Salespeople, in an effort to be more client-centric, tweak materials themselves, creating “rogue” content that is not compliant with regulatory and brand standards. When compliance approvals and procedures are bypassed, the firm is exposed to significant risk.
To some extent, all investment firms struggle to create and present client-focused content that is on-brand and compliant. Weighed-down by the risk of penalties and the pressure of working in a competitive business environment, financial services companies are turning to digital platforms to streamline their efforts and improve engagement with prospective clients.
Adopting a sales enablement solution may be the obvious choice to help with content automation and effective sales engagement, but building a case internally and setting expectations with the teams are crucial to a successful implementation.
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
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