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