marketing for asset management: how to build programs that grow aum

Marketing for Asset ManagementHow to Nurture Prospects to Grow AUM Mike Madden

Sr. Demand Generation Manager Marketo

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Housekeeping

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Meeting Agenda

1.2.

What is Marketing Automation?

3.

Email Tactics

4.5.

Segmentation

Why Marketing Automation

Lead Scoring

Nurture6.

What is Marketing Automation?

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?

Why Marketing Automation?

How do you be relevant to each prospect?

How do you get prospects to choose you and stay with you?

How do you execute and measure this at scale?

Your Challenge

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The Right Message Has Two Components

Timeliness Relevance

A Transformation in Client Engagement

MassMarketing

Focus on the message

EngagementMarketing

Focus on long-term relationships

Transform Your Client Engagement

Organization

Industry

Portfolio Size

Region

Life Time Value

Client Behavior

Investment Strategy

Target Account

Segment+5 +10 +20

Nurture and ScorePersonalize

Web Personalization

Email Personalization

Mobile Personalization

Ad Personalization

• Automatically segment your prospects based on demographics and behaviors

• Engage your prospects throughout all market conditions with personalized and automated communications across all channels throughout their lifecycle

• Create a single view of your clients and prospects

• Prioritize sales/wholesaler follow-up through lead scoring

• Measure and track marketing campaign effectiveness and prove ROI

• Get the right message to the right investor at the right time

How Can Marketing Automation Help?

Segmentation

Why Segmentation is Important• 39% of email revenue is generated through targeted emails sent to specific segments1

• Segmented email campaigns produce 30% more opens than undifferentiated messages2

• 77% of email ROI comes from segmented, targeted and triggered campaigns1

• 84% of marketers who use segmentation rate their email ROI as good or excellent3

1DMA 20142Monetate 20123Econsultancy 2012http://www.towerdata.com/blog/the-roi-of-email-intelligence

Right message to the right client

How to Segment?Behavioral vs. Demographic

Demographic Segmentation

Retail InvestorsAgeNet worthInvestable assetsLocationGenderInvestment philosophy

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

Behavioral Segmentation

Retail InvestorsEngagement ActivityNon-activity

• Institutional Investors• Buying Stage• Prospect score • Product Interests

Segment Your Prospect Database

Organization Industry

Portfolio Size Region

Assets

Investment Behavior

Investor Persona

Investment Strategy

Target Account

Further Segment by Investor Personas

Investor Persona

Tactical Passive Retirement Growth and Income

New Markets

Updates in CRM – Reflected in Segmentations

Institutional / Retail

Investable Assets

Asset Class

ABC Advisors

ABC Advisors

Jack Bauer

ABC Advisors

Equities

$1,000,000,000

Lead Scoring

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Use Lead Scoring“Lead scoring is the shared sales and

marketing methodology for ranking leads in order to determine sales-readiness”

1. Investor Fit2. Investor Interest3. Investor Behavior4. Investor Stage and Timing

Reactive Proactive and real-time

100

Immediate Focus

70 -100

Proactively Nurture0 - 70

Accelerate

• 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

Lead Score Formula

LEAD SCORE = (Pos Demo Score2 ) - (Neg Demo Score2) + Behavior - Decay

Measure of engagement with Marketo content

Demographic scores reflect investor fit

Before scoring:

Prioritize Your Prospects for Sales After scoring:

Email Tactics

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H1 – Bold, Legible and Decisive

H2 – Additional Details

CTA

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Desktop MobileTablet

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Alt TagsThe following elements have alt tags:

• Logo (top left)

• Social buttons (top right)

• Banner

Example Code:

<img src="http://pages2.marketo.com/rs/561-HYG-937/images/11319-YourMarketingAutomationChecklist-Email_564x355.jpg" alt="Your Marketing Automation Checklist" width="564px" height="355" border="0" />

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What’s Better? HTML Buttons or Images Buttons?Control: Image CTA Test: HTML Button

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The Inbox Looks a Little Different…Control: Test:

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The Results:

5% Higher Open Rate

15% Higher click/open rate

20% Higher CTR

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Resources for HTML Buttons

Here are a few simple, free websites for building HTML buttons:

• bestcssbuttongenerator.com

• dabuttonfactory.com

• css3buttongenerator.com

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The Power of Personalization

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Leverage Data

100 1000 10000 1000000

50

100

150

200

250

300

350

400

Email Send Size

Enga

gem

ent S

core

Source: 100s of Marketo campaigns

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Behavioral Triggers

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Behavioral Trigger Example

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Behavior Trigger Marketo Example

Nurture

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ABCDE of Building Your Own Nurturing

1. Audience – Target market, sub segment, behavior2. Build a Team – Who is accountable?3. Channels – Multi-channel experience4. Define the Experience – Story arcs 5. Evaluate – Criteria for implementing nurtures

A - Audience

B – Build a Team

C - Channels

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D – Define the Experience

What does success look like at different time points?

E - Evaluate

Nurture Program One

Set –Up Complete

Jan Feb Apr May Jun

Engagement Score = 70

4x the # of fast leads (<1 month)

compared to pre-nurture

2x the # of opportunities

With Optimizations,

Engagement Score = 80

May

2x the # of MQLs

compared to pre-nurture

Example:

Engagement Programs

Investor Profile

Institutional Investor

Equities

Fixed Income

Commodities

Currencies

RIA BWM FAs Individual Investor

Retirement

Growth

Income

Fund

A

B

C

D

E

Investment Prospect Nurture Example

Extensible Enterprise Platform

4600+ Customers across 41 Countries

Asset Management Track Record & Expertise

Top Rated Marketing Automation

Marketo for Asset Management

Thank you! Questions?

https://www.linkedin.com/in/michaelmadden824