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Automate Your Wealth Management Marketing Processes

January 24, 2020 CRM News and Info

In recent years, “Trust the process” has become a siren song for athletes, heads of state, and corporate behemoths. While the phrase can mean many different things to many different people, I have a particular distaste for it. More often than not, trusting a process is mostly akin to hoping a problem magically resolves itself, but that hasn’t stopped it from plaguing small teams, large departments, massive corporations, and even entire industries.

So, for me, it’s simple. If a string of procedures is preventing you from reaching your goals, then what good are those protocols in the first place? We should look for areas where we can improve efficiencies and minimize the busy work and red tape that so often occupy our precious time. We shouldn’t “trust the process.” We should simplify and streamline the process. Don’t trust it, but don’t throw it out either. Make it better, easier, and more effective.

shutterstock 668526514 Automate Your Wealth Management Marketing Processes

Marketing is one profession that is notorious for an overwhelming amount of processes and procedures, especially in the wealth management space — where compliance plays such a vital role. And while I do firmly believe that process has its place in marketing, I’m also leery of its more paralytic properties. Luckily, I work for a marketing automation company, and we use our own software every single day — which means I’m one of those lucky marketers who has found a way to help improve our processes and make them work for me and our entire team.

Okay, enough stalling… let’s learn how marketing automation helps wealth managers and financial advisors streamline and simplify their processes while also minimizing busy work and cutting out red tape.

Track Behavior to Gain Investor Insights

Dated Process: Sticking to your gut and occasionally making decisions based on Google Analytics data

Modern Process: Tracking individual behavior online to deliver personalized and automated customer experiences

You probably have a pretty good idea of your target audiences’ interests and challenges, but this knowledge likely comes from previous experiences and gut instincts. With marketing automation, however, you can validate or disprove your suspicions by tracking user behavior on your website, landing pages, and emails. Once you understand how people interact with your digital content, you’ll be able to pinpoint where they’re at in the sales funnel and craft more personalized customer journeys. Not only that, but you’ll be able to turn anonymous website visitors into known leads.

The best part is that it’s actually fairly easy to do once you’ve implemented your marketing automation solution. Simply create and paste a small piece of HTML or JavaScript code on every page you want to track. If you’re using a CMS like WordPress or Drupal, you can paste the tracking code in one location, and the system will automatically add it to every page on the site. Once that’s done, install Google Tag Manager and add it to your web browser toolbar to ensure that all of your tags are working properly at all times.

You’re probably asking yourself how this is any different from your Google Analytics account. Well, GA is similar to digital behavior tracking in the same way that a back-up point guard on the JV squad is similar to Kobe Bryant. Whereas Google Analytics does allow users to measure the behavior of anonymous users, marketing automation tracking allows you to understand exactly who is doing what on your digital properties at all times and in real-time so you can respond to these actions with personalized messaging and offers. So if Jo Jo Siwa is browsing your site for a pair of rainbow-print shoelaces, you’ll receive a notification alerting you of that fact. You can then follow-up via email or retargeting on social media and Google with additional product recommendations.

Marketing automation can also help you track how your potential investors are interacting with your social media content, email messaging, and digital advertising. Suddenly, you have complete and transparent insight into actual key performance indicators that are unique to the individual user. And you can take things a step further by implementing lead scoring based on these behaviors, which will help you better understand how to treat and communicate with the lead as they progress (or regress) through the sales funnel.

Retain Clients and Grow Your Assets Under Management

Dated Process: Giving your clients the hard-sell over the phone and sending cold emails to uninterested prospects

Modern Process: Segmenting all of your audiences to deliver personalized marketing campaigns that drive asset management growth

This one got your attention, didn’t it?

Any financial advisor worth their salt knows that retaining, cross-selling, and upselling is the secret sauce to serious revenue, so you want to focus on your existing clients just as much (if not more) than your prospective investors. With marketing automation, you can properly scale your client roster and assets under management with more efficiency. And the best way to do this is through personalizing your content and messaging via segmentation and automated email drip campaigns.

You don’t have the time to send hundreds of individual emails to each and every prospect and client every single day. Even if you did, there’s no way you’d be able to keep it all straight and never send to the wrong address or attach the wrong link or attachment. With marketing automation, you can group all of your contacts into specific segments based on their demographics, behaviors, financial goals, and interests. Once everyone is placed in their proper faction, you can then deliver more targeted messaging that is uniquely suited to their personal characteristics and attributes. This way, you can get super specific about different investment opportunities depending on who you’re speaking to.

This is a serious game-changer for wealth managers and financial advisors, as a recent Salesforce study revealed that nearly 50% of investors would welcome personalized emails, texts, and other messaging related to their financial goals. And since one of the most common reasons that investors take their money elsewhere is because of their geographical distance from their wealth management firm, sending regular and relevant messaging and content is a good way to keep those relationships close — regardless of your proximity to the client.

Reach the Next Generation of Investors

Dated Process: Speaking with your client about creating a financial bridge between them and their next of kin

Modern Process: Attracting and nurturing younger generations directly in order to improve financial literacy and build trust

According to Forbes, roughly $ 30 trillion in assets are about to be passed from the Baby Boomers to younger generations. (Just writing that sentence gave me severe anxiety.) That is a lot of money to move from an educated, successful, and experienced group of investors to an unproven and inexperienced group of upstart beneficiaries.

The good news, however, is that what Millennials and Gen ‘X’ers lack in financial literacy, they more than make up for with their digital savviness. According to the Global Financial Literacy Excellence Center (GFLEC), “Approximately 80 percent of Millennials use their smartphone for transactional purposes like paying bills and depositing checks, and 90 percent use their phones for informational activities like tracking their spending. However, the GFLEC report goes on to say that smartphone usage for financial services management doesn’t correlate with individuals improving their financial practices. Therefore, it’s up to wealth management firms and financial advisors to deliver the right content to the right medium to help these younger generations of potential investors better understand their responsibilities and opportunities.

Of course, the best way to establish and foster trust is through education. Long before these green investors inherit their parents’ and grandparents’ wealth, you and your colleagues should be grooming them for financial maturity through long-term lead nurturing. And since these youngsters are so familiar with the digital landscape, you can create exciting customer journeys that grab their attention, foster their interest, and improve their knowledge and understanding.

Here’s an example of what one of those journeys might look like.

A young professional receives a promotion at work and begins exploring more advanced financial investment options
After searching “financial literacy for Millennials,” she clicks on your website
She does some light research but doesn’t request any further information or content
Over the next 30 days, she receives retargeting advertisements as she browses online
She clicks on an ad and is redirected to a landing page with a gated asset titled, “Improve Your Financial Literacy in 5 Easy Steps.”
She reads the content and begins to sharpen her financial knowledge and skills
Meanwhile, now that you have her contact information, you can place her in a custom segment and begin sending automated email campaigns
Tracking her behaviors and interactions, you’re alerted when she hits a certain lead score
At this point, you begin more direct and personal sales outreach with the hopes of securing her as a client early in her career
Once your new client has begun her investment journey, you continue to provide relevant and regular content and messaging for potential cross-sell and upsell opportunities

Once you turn on all of the switches, you simply wait for the data to roll in and A/B test and optimize as necessary. Everything is simple, streamlined, and efficient. And instead of trusting the process, you’re proactively attacking the process with less effort and better results!

Explore How Marketing Automation Helps Wealth Managers Cut to the Chase!

By streamlining your processes using marketing automation, you and your team will have the time and resources you need to develop and distribute more personalized content, refine your brand messaging and external communications, and provide the tailored support your prospective customers and current investors so desperately want and need. And since most of your competitors are still fumbling around trying to get their ducks in a row, the sooner you start combining great strategies with great technologies, the sooner you’ll be able to distance yourself from rival firms and appeal to your target audience.

If you’re ready to learn more about Act-On’s marketing automation solution, please contact us today to schedule a free demo with one of our marketing automation experts.

If you’re not quite there yet, we think you should download our eBook, “The 4 Main Challenges Facing Wealth Managers.” It’s full of great marketing automation stats, key terms, and information about how to overcome major obstacles facing the wealth management industry with this dynamic software.

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Marketing Automation for Insurance Policyholder Retention

January 21, 2020 CRM News and Info

Insurance customer buying patterns have changed drastically over the past few years, and today’s consumers are accustomed to conducting thorough online research and comparing their options before making any kind of purchasing decision. While every industry has had to change its tune to meet the demands of these new buying patterns, insurance brokerages have had to do a complete overhaul.

Insurance Family Marketing Automation for Insurance Policyholder Retention

In the past, insurance brokerages could rely on word-of-mouth and reputation to drive more business. But today, they have to be ready to deliver the right message at the right time to attract, engage, and convert new policyholders.

Unfortunately, although securing customers is a major challenge in its own right, many insurance brokerages are also finding it difficult to retain customers — even those they’ve had for years. Just like the new policyholders insurance brokerages are trying so hard to acquire, their current customers now have the freedom to shop around and find policies that better suit their needs.

To prevent this, insurance marketers must be prepared to engage and nurture their customers with relevant offers that solve their pain points. A great challenge for insurance marketers is that, although the tasks required to remain competitive has grown, most smaller teams lack the resources, time, and systems to get the job done.

Thankfully, technology has significantly evolved to help insurance brokerages deal with the demands of today’s consumers. Marketers now have access to affordable and powerful marketing automation software that can help them innovate their marketing strategies with less effort and better results. The right solution can help them deliver more personalized marketing, streamline processes, and measure success.

Keep reading to learn a few ways you can use this powerful technology to help your team expand and execute your marketing strategy to build better customer relationships that encourage growth.

Leverage Automatic Segmentation and Lead Scoring to Deliver Personalized Messages

You’ve probably heard time and time again about how important it is to deliver the right message at the right time. But trying to predict your customers’ behavior and what sort of policies they’re looking for is easier said than done.

If you’re working with an email-only platform or a disconnected CRM, grouping customers into relevant lists can be tedious and, many times, inaccurate. Throw in messaging and timing, and matching your customers with relevant policies and offers can seem almost impossible. Marketing automation helps you mechanize many of the steps required to deliver personalized messaging so you can focus your efforts on enhancing your overall marketing strategy.

To start, marketing automation enables you to eliminate the guesswork and reduce the amount of time it takes to segment your audience. For example, Act-On allows users to automatically segment contacts as you uncover more information about them and track their behavior. So, if a potential policyholder visits a certain insurance product page or clicks on a link to learn more about bundle pricing, marketing automation platforms can automatically enter them into the appropriate contact lists so you can communicate the right message to them moving forward.

You can also ensure accurate segments by implementing lead scoring. This process allows you to measure where your customers are in the buyer journey by assigning points (negative or positive) each time they complete an important action (such as filling out a form, downloading a piece of content, or visiting a webpage). Knowing exactly where your customers are in the buyer journey and how they got there empowers you to provide them with more targeted messaging and product recommendations. This tactic will keep customers engaged, cultivate policyholder loyalty, and lead to more upsell opportunities.

Remain Top-of-Mind With Lead Nurturing Campaigns

Good marketing (and good customer marketing, especially) is not only about delivering the right message at the right time, but also consistency. You can’t go weeks or months without talking to your insurance customers and expect to be their first choice when the time to renew their policies comes around. You also can’t blame them for researching other vendors that can meet their needs if you haven’t taken the time to communicate what you have to offer.

With all the work you have to do, the last thing you want to hear is that you need to start sending more emails. Launching automated nurture campaigns is a great way to keep customers in the loop, introduce them to helpful offerings, and help them build confidence in your brand — all without using more time and resources.

Even better, the engagement information you gather from these campaigns can mobilize your team to reach out with even more targeted information and resources that improve loyalty and promote retention. Your team can leverage nurture campaigns to track user behavior and identify opportunities to match customers with additional insurance products, remind them of their current benefits, or step in to remediate a situation if there is ever any conflict or sign of customer dissatisfaction.

The best part is that Act-On allows you to create automated nurture campaigns for a variety of customer marketing efforts (such as onboarding, customer loyalty, and upsell programs) that launch whenever a customer completes an action or meets certain criteria. This allows you to send frequent and relevant communications to your customers without having to go into the platform manually to ensure that the email is sent.

Educate Customers With Relevant Content

As I’ve mentioned, your prospective and existing policyholders will actively look for solutions to their pain points. As they do, they’ll likely come across your competitors’ websites and marketing materials. If your rivals are offering targeted content and product offerings that match your customers’ needs, you run the risk of losing them to the competition.

You can prevent this from happening by distributing relevant content and information to all of your target audiences. Placing content front and center on your website is the first step toward guiding your customers to the information they need. Taking the extra step of gating this content behind manicured landing pages allows you to collect additional prospect information that you can use to inform your marketing efforts and improve your outreach.

Once you know a customer is interested in a certain insurance topic, you can enter them into a related automated email campaign to provide more information that can help them in their decision-making process.

Own the Customer Journey From Beginning to End With Act-On

Marketing automation equips insurance marketers and agents with everything they need to get to know their customers, deliver timely and relevant messaging, and stand out from the crowd. It also allows you to automate your efforts and streamline processes, empowering you to focus your skills and expertise where they will make the most impact. As a result, your organization will reduce costs and improve results.

If you’d like to learn how marketing automation helps insurers overcome common marketing challenges to drive results, you should check out our eBook “5 Common Challenges Facing Insurance Brokers.”

And if you’d like to see our platform in action, please book a demo with one of our marketing automation experts. They can show you how to leverage Act-On to implement the strategies mentioned above — and much more!

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4 Marketing Automation Tools for SMB Success in 2020

January 15, 2020 CRM News and Info

Marketing automation isn’t a thing of the future — it’s very much a part of the here and now for small and midsized businesses (SMBs) across the world. However, many are unaware of a variety of marketing automation tools that can help SMBs reach customers in a timely and effective way.

In order for SMBs to compete with larger firms when it comes to customer reach, they need to approach their marketing plan with a strategic mindset.

Marketing automation not only provides important opportunities for interaction with the customer, but also saves time. That’s especially important when running a small business. Time saved on marketing means being able to capture new business and have more time to commit to other vital tasks.

Following are just a few of the many benefits marketing automation provides:

Drives sales productivity;
Helps guide sales and marketing teams work together for a common goal;
Increases conversions;
Boosts ROI by doing the work of a large marketing staff; and
Compiles a complete view of customer behavior.

If you’re interested in taking advantage of marketing automation but don’t know where to start, consider these four marketing automation solutions geared toward SMBs.

1. One-Stop Social Media Shop

A social media management tool can be indispensable to small businesses trying to make the most out of their online presence. Having effective and timely social content is imperative in 2020, as many customers are more likely to buy from brands they follow on social media and to increase their spending with those brands.

Securing a tool that will help manage this important customer connection is essential. This type of tool prevents you from having to post at an exact time across multiple platforms, and instead lets you schedule content in advance.

That means businesses can plan their social media a week or month out, and not worry about interrupting their weekends, holidays and busy workdays to post on social sites. These programs also can provide SMBs the opportunity to create an organized posting strategy, analyze performance and respond to customers across multiple platforms from one easy-to-use interface.

2. CRM With Email Marketing

Capturing important customer information in one localized place can help SMBs deliver an excellent customer experience and boost sales revenue. The right customer relationship management software can track all customer interactions and purchases. Some even offer predictive analytics technology that can help determine potential next steps and drive transactions.

You’ll also want a CRM that integrates email marketing automation, which will enhance the customer experience and increase the success rate of your email and follow-up campaigns. Email is a fantastic way to reach customers because it requires the reader to opt-in and allows for several layers of personalization.

Marketers potentially can see a return of US$ 32 for every $ 1 spent on email marketing, research indicates, so having a CRM that facilitates this type of communication is imperative.

3. Would You Like to Take a Survey?

Customer feedback is a vital way for companies to improve. Small businesses often can achieve significant growth simply by soliciting — and heeding — the feedback of their customers. The challenge is that in-depth market research can be costly.

Enter the online survey! This tool allows SMBs to gain valuable insights from customers without having to invest in lengthy market research programs. An online survey is convenient for the consumer and allows the data to be tracked and analyzed for insights.

Do your customers like your most recent product upgrade? Is the packaging holding up during shipping? Do they feel the product was represented accurately online? How was their experience with your customer service associate?

All of these questions and more can be answered through a short online survey. Small businesses can create different surveys for different customer interactions, allowing for customized feedback to propel growth.

4. Let’s Chat

Chat is another marketing automation tool that can strengthen the customer journey. Through the power of artificial intelligence, a chatbot gives a personalized experience and can field a variety of frequently asked customer questions directly from your website.

Chatbots also can gather customer data for future marketing efforts, as well as help businesses reach their sales goals. A chatbot gives customers an instant response to their requests and can send links to make a purchase, or transfer customers to a live associate if needed.

The Year of Automation

2020 is here and it’s time to embrace the new decade with the tools that will set up your business for sustained success in the new decade. Small businesses that invest in, and take advantage of, these four marketing automation solutions will be more likely to see the sales results and ROI they want this year.

Marketing automation offers a variety of benefits, including time savings, the ability to drive more meaningful customer interactions that lead to transactions, and the opportunity to gain customer feedback and track behavior. These four automated tools can help pave an SMB’s path to success in 2020 and beyond.

Chad Ruff is chief technology officer at
Swiftpage, which provides the cloud-enabled CRM and marketing automation platform
Act!.

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Use Marketing Automation to Ensure Wealth Management Compliance

January 14, 2020 CRM News and Info

by Helen Veyna

Last updated January 13, 2020

Delivering timely and personalized communications is extremely difficult, especially in highly-regulated industries — a pain that wealth management marketers know too well. Financial advisors and marketers working for wealth management firms have to deal with compliance regulations (such as FINRA) that often limit what they can and cannot say and require them to implement communication archiving for audit compliances. And let’s not forget that, if they’re doing their job right, these individuals also have their hands full with trying to adhere to other common marketing best practices.

shutterstock 1044937822 Use Marketing Automation to Ensure Wealth Management Compliance

Producing compliant marketing initiatives takes a great amount of time and effort and often leaves little room for wealth management marketers to think big. In an effort to keep up with the tasks required and reduce the risk of violating any compliance regulations, many wealth management marketers choose to limit the scope of their communications and keep their efforts as generic as possible. The problem with this approach, however, is that bland and boring marketing is just as bad as not having any marketing at all — if not worse.

In today’s fiercely competitive market, customers are well aware that they have options and are accustomed to conducting their due diligence when it comes to performing research and thoroughly weighing their options. If you want your firm to stand out from the crowd, your marketing team has to be able to produce targeted communications that demonstrate that you understand your potential investors’ pain points and have what it takes to help them maximize their investment.

Thankfully, despite many obstacles, innovative and personalized marketing is not out of reach for wealth management firms that have the proper tools. Today, we’re going to outline some of the most common marketing compliance challenges faced by wealth managers and how marketing automation can help overcome them.

The 4 Challenges Facing Wealth Management Firms Banner CtA Use Marketing Automation to Ensure Wealth Management Compliance

Common Marketing Challenges Faced by Wealth Managers

Producing innovative and targeted marketing in today’s competitive environment is no easy feat, regardless of what industry you’re in. Marketers working in the wealth management industry, however, face a unique set of challenges due to operating within a highly-regulated industry and saturated market.

Building Brand Awareness: As more and more wealth management clients turn to search engines to research and evaluate their wealth management options, it’s becoming increasingly more important for wealth management firms to stand out from the crowd. To do this, wealth managers have to be very targeted with their messaging to reassure clients that they have their best interests in mind.

Maintaining Compliance (Finra): Compliance regulations often dictate what wealth management firms can and cannot say. Having to ensure marketing compliance often creates an extra step for marketing teams and makes it difficult to enhance and update their marketing efforts on the fly.

Antiquated and Disconnected Technology Limits Growth and Prevents Efficiency: Despite having many great ideas, many marketing teams lack the tools they need to execute them. Adding to that, many of them are using antiquated and disconnected technology that requires their team to spend their time on tedious manual tasks rather than tackling more impactful marketing efforts.

Keeping Up With the Demand for Targeted Marketing: Today’s consumers expect companies to provide them with content and messaging that will help them make informed decisions. However, delivering personalized marketing can be quite the undertaking for wealth management firms, especially for those that have small teams and lack the proper marketing tools.

These challenges, although common, are surmountable with the right tools. In the next section, we’ll walk you through how the right technology stack can help you eliminate these obstacles and implement best practices that will drastically enhance your marketing.

Facebook LinkedIn Social Template 14 Use Marketing Automation to Ensure Wealth Management Compliance

Best Practices to Help You Stay Ahead of the Game

Having to adhere to compliance regulations shouldn’t limit your marketing team’s creativity or prevent them from delivering timely and targeted communications. Following these best practices will help you remain compliant while delivering targeted campaigns that make a lasting impression with your customers.

Implement Pre-Approved Marketing Efforts: Providing each of your audience segments with personalized marketing doesn’t mean having to take on more work than your team can handle. Developing pre-approved emails and campaigns prepares you to strike when the time is right.

Automate Your Marketing Efforts: Automating your marketing efforts allows your team to step away from tedious tasks and focus their time and resources where they’re likely to make the biggest impact. A marketing automation platform (such as Act-On) allows you to set up rules so these efforts automatically launch when a customer completes a form or meets a certain threshold or criteria. This enables you to continuously deliver relevant messaging and content so you can stay top-of-mind and establish brand recognition while reducing time and resources.

Segment Your Contacts to Deliver More Relevant Content and Messaging: A mistake that many wealth management firms make is launching marketing efforts that are one-size-fits-all. Segmenting your contacts into lists as you uncover more information about them allows you to deliver personalized messaging to stand out in their inbox and improve engagement.

Leverage a BCC Archiving Solution: Implementing an email marketing tool that syncs with a BCC archiving solution helps you easily store emails in one centralized location as you send out communications. This helps your company prepare for any future audits while eliminating the tedious task of having to manually archive emails.

Leverage Marketing Automation to Streamline Processes and Improve ROI

Up until now we’ve talked about how marketing automation makes it easy for you to produce marketing efforts that are compliant with industry regulations, but the right tool can help you do so much more. With Act-On, you have the features to improve alignment between marketing and sales, launch cohesive multi-channel campaigns, and measure your impact for continued improvement and proof of ROI.

If you’d like to learn more about how Act-On can help your wealth management firm to tackle common marketing challenges, we invite you to download our guide The 4 Main Challenges Facing Wealth Managers and How to Overcome Them With Marketing Automation.

4 Main Challenges Facing Wealth Managers CTA Use Marketing Automation to Ensure Wealth Management Compliance

3 Marketing Automation Use Cases for Insurance Brokerages

January 10, 2020 CRM News and Info

1) Attract New Prospects With Gated Content

Back in the day, insurance agencies could rely on their local reputation to generate word-of-mouth referrals, but we now live in a more complicated time. Insurers have to prove their worth on a daily basis and must fight tooth and nail for each and every policy.

The bigger challenge is that most of this fighting now occurs online, where customers have the freedom to evaluate various options simultaneously. And to stand out, insurance brokerages have to find a way to capture their target customers’ contact information to engage with them on a more personal level.

The opening round of this battle involves using the digital tools at your disposal to attract prospects that fit your business model, which is no easy feat considering the saturated insurance market. Thankfully, marketing automation can help you attract new prospects at the top of the funnel with gated content housed on engaging landing pages.

Landing pages are an integral part of your paid digital marketing strategy. Their purpose is to allow you to promote relevant content and offers and, in turn, collect contact information that you can use to continue to engage and nurture leads through compelling customer journeys. In order to secure that conversion, you will need to gate an offer enticing the user to convert behind a brief form. This offer might be a content asset like an eBook (e.g., “Car Insurance for New Drivers”) or a special discount for moving to a new policy.

The copy of your landing page should address the user’s needs and include the keywords they likely used to click on your ad, social media post, or email CTA. The goal of a landing page is to generate leads, so aim to keep your content brief and don’t try for the hard-sell at this stage.

Here’s a rough outline of how to structure your landing page content.

Start with a compelling headline that gets your visitors excited about what you’re offering.
Add a brief introductory paragraph addressing the challenge that your offer or asset proposes to solve.
Below this first paragraph, include a brief list of bullet points that summarize what you’re offering on the page.
The final step is to include a sentence with a strong call-to-action (CTA) urging the user to complete your form to receive their content asset or other offer.

Lastly, you need to create a brief contact form that the prospect must complete before receiving your offer. Forms should always be placed above-the-fold (before the user has to scroll down for more information) and include a prominent headline instructing the user what to do and why to do it.

For example, you might want to say something like, “Schedule Your Free Bundled Policy Consultation!” The form itself should only include the fields necessary for your agents to follow-up, so be sure to ask for the user’s name and email address. If your brokerage offers different types of insurance policies, you should include a drop-down menu asking the user to choose which type(s) of insurance (home, auto, health, etc.) they’re interested in. This will help you segment your leads for better nurturing and more effective sales conversations.

The best marketing automation platforms will take things one major step further by including a feature known as progressive profiling. Progressive profiling is a process that involves creating dynamic forms that change over time as you gather more information on a lead. As users complete more forms, the fields will automatically update — allowing you to avoid repetitive questions and learn more about your prospective policyholders over time. By learning more about your leads, you’re able to deliver more targeted messaging and content in your lead nurturing campaigns.

Speaking of which…

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Five Marketing Technologies Transforming The Hotel Business

January 1, 2020 BI News and Info

You cannot have a successful business without marketing, including in the hotel business. Fortunately, there have never been more opportunities to use marketing to build and grow your hotel business.

Hotel Tech Report reports that more than 500 million new international trips are expected over the next decade. Therefore, if you want to attract people from all over the globe to your property, you need to employ as many resources as you can get.

Hotel marketing encompasses a wide variety of topics, and if you want to leverage marketing successfully, you need to stay on top of the latest trends. The following are some of the technologies that are transforming the world of hotel marketing in front of our eyes.

Voice search

Most people type a question into Google on their smartphone when they need some information. But the times are changing. The next generation of Internet users prefers to ask their devices directly. In fact, a third of the US population – roughly 112 million people – use voice search every month. These people represent a good chunk of your target demographic, so you need to cater to their needs. By optimizing your website for voice search, you can get more exposure. When a person takes out their phone and makes an inquiry, your voice-search optimized website will pop up as one of the first results. What’s more, with this technology, you can also allow your guests to book their rooms using voice control.

Artificial intelligence

Artificial intelligence may have seemed like a sci-fi concept just a few decades ago; however, today it’s a reality. The technology has the ability to provide valuable, actionable insights into your customers’ wishes and needs. It can also help you keep your customers satisfied without hiring additional employees. What can you do with such a high-tech concept? Well, you can use a chatbot on your website to ensure that your visitors can consistently get answers to all of their questions. Most modern websites use chatbots, which is why the global chatbot market is expected to exceed $ 994 million in the next five years, according to Market Watch.

Augmented reality

Augmented reality may be the most interesting marketing tactic you have available today. According to Statista, the augmented reality market will reach $ 18.8 billion by 2020. The technology alters a person’s perception of their surroundings through the use of technology, and it allows hotel owners to change the way their visitors see and experience their environment. For example, you can use the technology to sell more rooms online by enhancing their features, and some hotels allow their guests to see depictions of their favorite actors and singers in their rooms. You can also use this technology to give your visitors virtual keys that allow them to open their rooms using their smartphones.

Virtual reality

Some people may use the terms interchangeably, but virtual reality should not be confused with augmented reality. Virtual reality allows you to enhance the guest experience by allowing them to see their rooms first-hand in the virtual world before they even set foot in your hotel. Considering that roughly 80% of consumers feel positively about branded VR tactics, it’s likely that your customers will appreciate this. Other ways to use VR include enabling your staff to show guests local attractions to encourage them to stay a few extra days or return for a future visit.

Remarketing

Remarketing allows you to market your business to people who have already shown interest in it. If a person previously visited your website without booking anything, you can use specific tools to reconnect with them and make the sale. Here’s a quick example of a successful remarketing operation from outside the travel industry: the global leader in paper products, Kimberly-Clark, has used remarketing tactics to improve its conversion rates between 50% and 60%. You can use Google Analytics to see which demographics visit your website the most, then use a tool like Google Ads or AdRoll that will target your key demographics and show them ads and banners for your business on the sites they visit.

Final thoughts

This has just scratched the surface of hotel marketing. The main takeaway is to recognize that digital marketing is the way to go. Although old forms of marketing can still work, you need to use digital marketing to successfully advertise your hotel. If you fail to do so, you will fall further behind your competitors.

Explore another hot technology: Blockchain And The Future Of The Travel Industry.

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Five Marketing Automating Techniques To Achieve Jaw-Dropping Audience Engagement

December 27, 2019 BI News and Info

Every time we start using a new marketing automation tool, it is natural to be very hopeful about it. However, we tend to forget that these tools are not a panacea that will magically improve ROI, increase the speed of content production, and improve our productivity.

Marketing automation technology is just a tool. No matter how well made, they are of little use if you do not know what to do with them. The real benefit comes from perceiving it as an integral part of your marketing strategy rather than a magic wand that will automatically set things right.

So which specific techniques should be applied? Let’s find out!

1. Use of dynamic content

Dynamic content adapts to the needs and interests of each individual client, depending on their past behavior. It may be implemented in elements within your Web site, e-mail marketing campaign, ads, or in other more ingenious ways. Unlike standardized interactions, it creates an individualized experience for each customer, creating the impression of a personalized relationship between the brand and the client and working towards positive engagement.

Of course, such an approach is impossible to carry out manually. You need to automatically collect and analyze data on the behavior of each customer and establish the algorithms that allow for this degree of personalization. And the effort really does pay off. According to a study by Infosys, 31% of customers say they would like their shopping experiences to be more personalized and will pay attention to the businesses that do this for them.

2. Drip campaigns

It is obvious that marketing automation is effective – 95 percent of companies that tried it report benefitting from it. However, not everybody can afford to spend months or even years gathering client data before implementing an automation scheme. Aren’t there other more straightforward and easier methods? Yes, there are!

Drip campaigns are one of the simplest and most effective ways of engaging your customers through marketing automation. They do not require excessive amounts of data collected for long periods. They take pre-determined actions based on customer behaviors. It is a much more effective approach than just meeting everybody with the same universal message. Instead, you can send one message to those who just subscribed to your mailing list, provide additional content to those who visited certain pages of your website, and so on. Drip e-mails are reported to have 80% higher open rates than non-customized e-mails – a good reason to try them out.

3. Mastering list segmentation

If you know what you are doing, your leads will bring much more information than you might think at a glance. Knowing this, you can quite precisely divide them into segments based on various factors: age, gender, geographical location, current engagement level, buying behavior, and so on.

Of course, you can do all this manually – but it is even remotely viable only for very small businesses and makes the entire arrangement prone to human error and misjudgment. Most marketing automation tools allow you to easily segment your lists based on settings – after setting it up once, you will not need to spend any more time on it. The system will automatically create segments based on only the metrics that are important to you.

4. Study the leaders

Nine times out of ten, there is no need to reinvent the wheel. Every industry has its leaders – those who are far ahead of their closest competitors. They do not acquire such a position randomly – it is always a result of something they do better than anybody else. You can spend years trying to improve the performance of your automation methods by trial and error.

Alternatively, you can identify such a leader in your industry and study this company closely. Why is it so far ahead? Does it use a specific new technology? A particular approach to marketing automation? Content structure? Frequency at which they send e-mails to their leads?

There is no need to discover something new if it has already been discovered by somebody else. Imitate their approach. Outsource certain processes to the same specialists they use. Or simply pay them to teach you the practices that make them successful.

5. Use of reminder e-mails

Typically, reminder e-mails are used to decrease the likelihood of accidental no-show appointments. However, many businesses can effectively use them to improve engagement with clients who did not order products or services for an extended period. Customers do not always do this deliberately – sometimes people just naturally drift away from a business because they first do not need its products or services, and then they forget how much they used to like dealing with it. You can effectively re-engage such customers by sending reminder e-mails.

6. Use a new customer cadence

Marketers know that retaining an existing customer is easier than acquiring a new one – which is why it is so important to make a new client feel welcome after the first interaction. After a client buys from you for the first time, make sure to thank them and suggest some additional benefits they may enjoy from your business. You may use a single e-mail or a series of e-mails over a longer period to offer different possibilities.

Marketing automation doesn’t only make a marketer’s life easier; it creates many opportunities that would otherwise be impossible – so make sure you use it to its fullest!

For more insight on customer engagement, read “Multichannel Engagement In The Experience Economy.”

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3 Ways for Large and Distributed Teams to Centralize, Streamline, and Improve Their Marketing Efforts

December 18, 2019 CRM News and Info

Executing effective marketing campaigns is a challenge for teams of any size. This task becomes even more difficult, however, when you’re dealing with large teams that are distributed across several offices — and, in many cases, states and countries. In these cases, it can be nearly impossible to get your team on the same page when it comes to executing a cohesive and effective strategy and accomplishing the goals you have defined for your organization.

Strategies for Large and Distributed Teams 3 Ways for Large and Distributed Teams to Centralize, Streamline, and Improve Their Marketing Efforts

Even worse, having a distributed team can also result in a lack of visibility and communication, which can stunt the growth of your digital marketing strategy. When you don’t have a way to measure success across the board, you lose sight of which marketing efforts are driving maximum ROI for your organization. It can even be difficult to pinpoint problem areas in your marketing strategy and take proper action when needed.

The good news is that getting a large and distributed team on the same page, although difficult, is not impossible. If this is a challenge you’re ready to tackle at your organization, keep reading to learn 3 strategies that will help you centralize, streamline, and improve your team’s marketing efforts.

1. Implement a “Parent/Child” Model to Centralize Your Efforts and Make Sure They Align With Your Strategy

Many teams, even those working within the same office, struggle to launch cohesive marketing efforts due to the fact that they don’t have a solid process in place for performing quality control before pushing campaigns and initiatives live. If organizations don’t make an attempt to remedy this problem, it can lead their team to launch lackluster efforts, focus on ineffective campaigns, and struggle to ensure brand consistency.

For example, when you have distributed teams that are scrambling to launch time-sensitive campaigns, it can be easy to forget to run the final product by the proper people before hitting launch. In these instances, the best case scenario is that your marketing efforts go out without a glitch. Most of the time, however, this leads to marketing efforts that are disjointed, not on brand, and that don’t align with your company goals.

For smaller teams working in the same office, tackling this issue can usually be solved by adopting a project management tool and scheduling more frequent meetings. Larger teams, however, have to be more formal in their approval process by defining and enforcing a clear chain of command. These larger teams can benefit from implementing a “parent/child” collaboration model, which is designed to help companies centralize their efforts and streamline the approval process.

This model works by assigning a “parent” account (this is usually managed by your main office or headquarters) that is in charge of establishing guidelines, granting team members permission to work on certain projects, and managing the approval process. This approach helps leadership ensure that all marketing efforts align with their organization’s strategy and goals, while granting “child” accounts the foundation and tools they need to launch cohesive marketing efforts.

Implementing and enforcing this a parent/child methodology might seem like a lot of work, but the right tool (such as Act-On’s Marketing Network) makes it easy to introduce this framework at your organization. With Act-On, you can manage permissions, design and designate templates, and share work across teams to ensure all efforts support your strategy and reflect your brand — all in one easy-to-use platform.

2. Leverage Common Templates to Keep Your Efforts On Brand and Eliminate Duplicate Work

Consistent branding and messaging should be a priority for any organization. After all, it can help you stay top-of-mind with your prospects, improve engagement, and help ensure that you’re always getting the right message to your target audience. All of which can increase the effectiveness of your marketing efforts and help you grow your bottom line.

Achieving brand consistency is especially challenging when teams are working on different efforts for different regions and, many times, in different languages. These teams already have many variables and contingencies to consider when developing and launching campaigns, which means that checking for brand consistency is often the last thing on their to-do list.

Thankfully, you can drastically reduce your chance of being off-brand by equipping your team members with easy-to-use templates. You can design landing pages, emails, and other key marketing content and assets and store them in a media library where your team can easily access them when needed. This will give your team members, especially those who are in a rush, a great starting point to help them stay on brand. Plus, they’ll save valuable time and effort by not having to build these assets from scratch!

3. Consolidate Your Data to Gather Important Insights That Will Strengthen Your Marketing Strategy Across the Board

Marketing teams that don’t consolidate their metrics struggle to improve their efforts and drive growth for their organization. Not having a clear view of how initiatives are performing across the board prevents organizations from changing course and/or improving their efforts when a campaign isn’t performing to its full potential. To make matters worse, even if your marketing efforts are exceeding expectations, not having the numbers to back up your success makes it difficult to show leadership the value of all your hard work.

Leveraging a tool that allows your team to easily consolidate and analyze key data can significantly improve your chance of developing a more successful marketing strategy. When your team can quickly and accurately identify which efforts are resonating well with your audience and other key trends, it allows them to focus their time and creativity on ideas that are more likely to help you get the most bang for your buck.

Another huge benefit of measuring your success is that you will finally be able to make the case to grow your budget or bring additional team members on board. Leadership is far more likely to accept your request if they can clearly see how your efforts are contributing to your company’s bottom line.

Invest in a Marketing Automation Platform Designed to Improve Efficiency and Collaboration

At Act-On, we believe that effective collaboration and communication should never be a blocker when it comes to efficiently launching campaigns that are on-brand and designed to drive ROI. That is why we’ve designed a platform that enables large and distributed teams to centralize, streamline, and improve their marketing efforts.

If you’d like to learn more about how marketing automation can help you improve results, please check out our eBook “Building a High Performance Plan with Marketing Automation” (linked below).

And if you’d like to learn more about our unique Marketing Network and powerful marketing automation platform, we invite you to fill out this brief form to book a demo with one of our marketing automation experts.

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Act-On Blog

The New Era of Account-Based Marketing

December 8, 2019 CRM News and Info

Business-to-business marketing is evolving — and it’s not just the industry itself. Vendor marketing efforts with customers can and should evolve as well. When you see a vendor selected repeatedly, or it officially earns a designation as a preferred vendor, it’s a sign of marketing evolution.

Most B2B marketing efforts begin from a cold start. Either a vendor is new, with a new product category, or it is entering a new market and attempting to penetrate an account for the first time.

Regardless, the marketing involved for those cold spots is of the missionary variety, and a smart vendor will try to identify target prospects by job titles or functions to find people in departments that are likely to have a particular business problem.

With little to go on, a vendor easily can send introductory materials to a prospect that is ready for more, causing a sales cycle to stall — or worse. The opposite happens too.

Still, marketing is a numbers game. You don’t want to overinvest in an account, but you want to capture the business by having the right content at the right time. Better marketing requires better information, and that’s where marketing has been evolving.

A successful vendor will look for similar situations in a target account — where it might have similar business problems to sell to. The second marketing and sales effort usually is more efficient, simply because the first customer acts as an internal reference.

We know all this, and after the first sale, the marketing effort shifts from missionary to account-based simply because of the internal lines of communications the vendor can leverage.

A smart vendor knows not to rely too much on those internal lines of communication, because even in the best circumstances, a customer is free to look around and duty-bound to make the best selection.

ABM to the Rescue

This is where account-based marketing can shine. As an example, consider IBM’s account-based marketing strategy led by Amber Armstrong, vice president and CMO for IBM Watson IoT.

As many people know, Watson is an advanced technology combining natural language processing, information retrieval, knowledge representation, automated reasoning and machine learning to answer questions.

A few years ago, Watson’s signal achievement was to win the Jeopardy! game show playing against some very bright past winners. That set a high bar.

Watson-based products include Maximo for enterprise asset management; TRIRIGA for buildings, facilities and real estate management; and IBM Engineering for engineering lifecycle management and physical products design.

Two threads run through Watson IoT and its products. First, they’re all designed to find needles in haystacks — bits of critical information that big businesses need, which can have material effects on the top and bottom lines.

Second, the universe of people who care about what Watson IoT can find, and who have the budgets to implement Watson IoT solutions, is rather small. Marketing to these people is another needle-in-a-haystack problem that prompted IBM to seek help.

It turned to
G2, perhaps the world’s biggest marketplace for businesses to discover, buy and manage software.

Marketing strategies that work at the director level are not likely to work at the C-level, simply because C-level execs are inundated wtih offers for solutions that will change their businesses for the better — but there’s only so much time in a day.

Frankly, the style of marketing that works at the director level often is not appropriate for those higher up, and it was those people Armstrong wanted to attract.

What to Do?

Getting the attention of and selling to the very top requires a two-pronged approach that Armstrong discussed in a recent interview.

The first part doesn’t differ much from conventional marketing. “We target on paid media and social media and we also target specific companies with specific messages,” she said.

One key difference is in the way Armstrong views G2, a firm that uses crowdsourcing to gather opinions of users to rate and rank companies and products.

G2 offers its customers the ability to customize “product profile pages” with pertinent information about their products, so that when prospective customers read the opinions of actual users, they can get additional information in the moment, without additional effort.

The G2 approach helps vendors break through the early marketing cycle and get a little closer to decision-makers during their deliberative processes, and that makes the initial sale look more like a follow on rather than an icebreaker.

Of course, G2 respects the privacy of its users, but just knowing that some interest was expressed by some person at a company often is enough to give salespeople something to work with.

IBM Watson IoT marketing targets a list of 3,400 major accounts, the small universe. Since each account has multiple divisions that could need any of the three Watson IoT products, identifying active buyers can be challenging. G2 enables its users to be more confident in identifying prospects and pursuing deals, including allowing users to get G2 Buyer Intent data.

As Armstrong puts it, “Old is new again.” The marketing techniques haven’t changed much but they’ve evolved, so that what used to be done with great effort now can be done more quickly and confidently, and with data that takes away the guesswork.

“When I started my career 15 years ago, we’d put together three- to four-page reference documents for customers,” she said.

That was time consuming, and she couldn’t be sure it was exactly what a customer needed. There always were wild cards too.

Would a customer talk to a prospect on the phone for a reference?

“With products like G2, the technology is now available to put a lot of information on a third-party review site. Customers can get feedback almost instantly,” Armstrong pointed out.

Combining customer data that’s been analytically vetted serves to democratize information and make it easier for both the vendor and prospect to get through initial evaluations. Use cases, customer stories, customer evaluations — all are available so that customers get what they need and avoid engaging in a sales process until they are ready.

That’s a small change, but it’s a big evolution in marketing.

The opinions expressed in this article are those of the author and do not necessarily reflect the views of ECT News Network.

Denis%20Pombriant The New Era of Account Based Marketing
Denis Pombriant is a well-known CRM industry analyst, strategist, writer and speaker. His new book, You Can’t Buy Customer Loyalty, But You Can Earn It, is now available on Amazon. His 2015 book, Solve for the Customer, is also available there.
Email Denis.

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CRM Buyer

Squash the Beef! How Marketing Automation Can Help Bring Sales and Marketing Together

November 28, 2019 CRM News and Info

When most people talk about marketing automation, the discussion is usually centered around how this powerful software can help attract consumers, engage prospects, and turn solid leads into genuine opportunities. What often gets left out of the conversation, however, is how Sales can reap the benefits of marketing automation to have more productive conversations with more interested leads who are more inclined to make a purchase and remain loyal customers and brand advocates.

And therein lies the true beauty of marketing automation: At long last, this technology has officially squashed the age-old beef between Marketing and Sales! (Well, maybe that’s a bit generous, but it’s definitely a step in the right direction.)

Let’s take a closer look at how marketing automation can help bring Sales and Marketing together at long last!

Improve Data and Visibility

Modern organizations are far more concerned with hard data than old stories and gut feelings, which is one reason marketing automation is such a good fit for businesses of all shapes, sizes, and industries. Whereas data used to be manually collected from disparate channels and then clumsily cobbled together, marketing automation can aggregate accurate and attributable data from disparate channels to trigger personalized campaigns and provide a clearer picture of your holistic efforts. And when you integrate it with a trusted CRM, you can gain visibility into the entire sales cycle — from that initial website visit to the closed deal to customer evangelism.

For instance, you can use marketing automation to collect crucial information that allows you to track user behaviors (page visits, webinar attendance, content downloads, etc.) and then nurture those prospects with remarketing initiatives, automated email campaigns, and increased attention on their preferred social media platforms. If your marketing automation platform is connected to your CRM system, you can filter all of these interactions to your Sales team who can use this visibility to better understand the prospective customer and tailor a more informed game plan that they can leverage when the time is right.

Marketing automation isn’t just for new leads, either. In many ways, your existing customers are actually far more important than any potential business you might land because they, y’know… already exist. You can use marketing automation to collect customer behavior and engagement data and then use that information to coordinate with your account management team to formulate effective retention, advocacy, and upsell programs (always taking care to segment your audiences, of course).

Regardless of whether we’re talking about promising leads or loyal customers, the point is that building a dependable and user-friendly MarTech stack with marketing automation as your foundation helps sales and marketing teams to take a more holistic approach to the sales funnel. So when Prospect A performs Action B they’re hit with Campaign C — and everyone has transparent visibility into those activities for more targeted marketing and productive sales conversations.

Personalize Your Outreach

All of this awesome data and visibility gives marketers the power to create and deliver more personalized messaging and content through advanced segmentation. When you understand your customer’s motivations, you can beat them to the punch by delivering highly targeted campaigns and outreach in anticipation of their pain points and actions. And it’s this level of personalization that brings great customer journeys to life.

Let’s say someone clicks on a Google ad and downloads a specific piece of content, you can then filter them into a topic-based automated nurture email campaign. Once they begin to engage with your emails (opens, clicks, conversions, etc.), you can review those behaviors to gain an even clearer understanding of what they’re interested in and how your products and services might benefit them.

Assuming you’ve integrated your CRM with your marketing automation platform, your sales team can also use the information collected through your marketing efforts to personalize their touchpoints. They might want to share a specific piece of content with them on LinkedIn, for example. Or they might send an email mentioning how they noticed that they registered for one of your upcoming webinars and reminding them of the key details. And, of course, armed with this behavioral and demographic data, they can prepare themselves for more engaging phone conversations.

Perhaps most importantly (at least for content marketers like me), marketing automation helps improve your content strategy because it helps you understand what’s working and what’s not. In the modern age, relevancy is the name of the game, and marketing automation empowers marketers and salespeople to deliver relevant content and information to interested audiences. Is a certain blog, eBook, or webinar not getting great results? Give it an honest look, sunset or update (if salvageable) the asset, and modify your efforts moving forward.

Pass Warmer Leads to Sales

For most organizations, the ultimate goal is more sales and more revenue. But it’s not as simple as placing a product in front of a consumer and asking them if they want to buy it. You have to attract potential consumers with great brand marketing, establish credibility and gain trust through educational and engaging thought leadership content, and then guide your prospects along a compelling and informative customer journey. If you’re unable to accomplish all three, you’re not going to succeed as a marketing department because your sales team won’t have the information they need to convert leads into customers.

This is where marketing automation comes in. The right platform will have all the tools and features you need to accomplish the goals you set forth in your marketing plan. Unlike traditional email service providers (ESPs), marketing automation helps you go far beyond email marketing to execute at every level of the customer journey. Quality platforms like Act-On have everything you need to capture and nurture great leads to fuel your demand generation efforts and get those prospects in the door — including website prospector, the SEO audit tool, landing page builder, adaptive forms for progressive lead capture, and alerts to notify your salespeople when a lead takes an important action.

All of these unique features help provide sales teams with much-needed air cover as they attempt to drive more opportunities, wins, and revenue. They work together to build a relationship between the prospect and your organization, turning cold prospects into hot leads that are more inclined to listen to what your sales staff has to say and become legitimate opportunities.

Save Time, Resources, and Headaches

The bottom line is that marketing automation is extremely effective. It’s also extremely efficient and can help your sales and marketing teams save time and resources — allowing them to focus on developing the creative and persuasive techniques that make them so good at their jobs. And while marketing automation is often linked most closely to email marketing, it’s capable of so much more (like, a lot more).

For example, in addition to automated email campaigns, marketers can use the software to:

Automate organic and paid social media campaigns
Track website activity and behavior
Dynamically deliver personalized content
Score and segment leads
Develop and execute remarketing campaigns
Gather and distribute actionable data

Likewise, marketing automation can make salespeople’s lives so much easier by:

Eliminating cold calls
Providing useful information for productive conversations
Accelerating the sales cycle
Allowing them to troubleshoot in real-time
Building trust prior to interaction
Centralizing lead information

As you can see, marketing automation (especially when integrated with a CRM system) allows one hand to wash the other. Marketing gets to attract and nurture leads on their own terms while sales can do their job with more engaged leads. And it does so efficiently, saving everyone time and resources and eliminating unnecessary manual labor that previously led to added stress.

Integrate Act-On With Your MarTech Stack for Better Results Across the Board!

Well, there you have it. Marketing automation isn’t just for marketers; it’s helpful for your entire organization!

And if you really want to take things to the next level, you should explore all the different ways you can integrate third-party tools to build out a lean, mean revenue-generating machine. While we’re on the subject, Act-On has more than 250 APIs and integrations — including native integrations with several of the leading CRM systems, such as Salesforce, Microsoft Dynamics, SugarCRM, and Pipeliner (just to name a few).

If you’re not sure how connecting your marketing automation software with a CRM system can improve your bottom line, please download our eBook, “How to Automate Your Marketing Your Marketing With a CRM System.” It’s full of great information about how integrating your CRM system with a marketing automation platform helps businesses:

Enable sales and marketing alignment
Generate, nurture, and pass leads more effectively
Gain more visibility into the sales cycle
Achieve greater ROI and track results

To learn more, please book a demo with one of our marketing automation experts!

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Act-On Blog

Tag Archives: Marketing

Track Behavior to Gain Investor Insights

Retain Clients and Grow Your Assets Under Management

Reach the Next Generation of Investors

Explore How Marketing Automation Helps Wealth Managers Cut to the Chase!

Leverage Automatic Segmentation and Lead Scoring to Deliver Personalized Messages

Remain Top-of-Mind With Lead Nurturing Campaigns

Educate Customers With Relevant Content

Own the Customer Journey From Beginning to End With Act-On

1. One-Stop Social Media Shop

2. CRM With Email Marketing

3. Would You Like to Take a Survey?

4. Let’s Chat

The Year of Automation

Common Marketing Challenges Faced by Wealth Managers

Best Practices to Help You Stay Ahead of the Game

Leverage Marketing Automation to Streamline Processes and Improve ROI

Related Blog Posts

1) Attract New Prospects With Gated Content

Voice search

Artificial intelligence

Augmented reality

Virtual reality

Remarketing

Final thoughts

1. Use of dynamic content

2. Drip campaigns

3. Mastering list segmentation

4. Study the leaders

5. Use of reminder e-mails

6. Use a new customer cadence

1. Implement a “Parent/Child” Model to Centralize Your Efforts and Make Sure They Align With Your Strategy

2. Leverage Common Templates to Keep Your Efforts On Brand and Eliminate Duplicate Work

3. Consolidate Your Data to Gather Important Insights That Will Strengthen Your Marketing Strategy Across the Board

Invest in a Marketing Automation Platform Designed to Improve Efficiency and Collaboration

ABM to the Rescue

What to Do?

Improve Data and Visibility

Personalize Your Outreach

Pass Warmer Leads to Sales

Save Time, Resources, and Headaches

Integrate Act-On With Your MarTech Stack for Better Results Across the Board!

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