Closed loop marketing ties together marketing and sales in a continuous engagement process.

Top Marketing Automation Strategies for Converting Financial Advisor Prospects

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Financial Advisor Marketing

Financial Advisor Marketing

Financial Advisors are an amazingly difficult prospect to engage. They are incredibly busy and already have a wealth of resources already available to them – do they even need to engage with wholesalers? The best way to convert financial advisors to customers is to build your marketing automation program around them.

Lead generation starts with effective segmentation

Before focusing on key strategies, Sales and Marketing must have defined a set of engagement personas and customer segments. Marketing has had personas for a decade but only since the advent of marketing automation software have engagement personas become empowered and brought to life.

Defining financial advisor segments for lead generation

Creating clarity with Sales is a two step process:

  1. Lead scoring – a measure of how active a financial advisor on your digital properties
  2. Lead grading – a measure of how profitable the financial advisor is likely to be

 

Advisor Marketing Focus

 

It may take several iterations to get lead scoring and grading optimized, however, the process should be fruitful for Sales and Marketing. The process crystallizes Marketing and Sales perspectives around which advisors are most profitable and which digital behaviors are believed to be most relevant to a sale. Some marketing automation vendors have one score that represents profitability and interest. However, being able to separate advisor behaviors from profitability factors simplifies discussions by clarifying customer segments by profitability as seen in the above graphic. As an example, Pardot applies a numerical value for an advisor’s lead score and a letter grade (A-F) for an advisor’s expected profitability.

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77% of B2B marketers are NOT making their numbers! Why?

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77 Percent

77 Percent

Many so-called “Revenue Marketers” are writing checks that their companies simply can’t cash! According to a recent study by HubSpot, only 23% of marketers are exceeding their revenue goals. Yet, Revenue Marketing has become a ubiquitous concept and is getting tons of hype in today’s market. And rightfully so. No question – it’s the “holy grail” of today’s senior stakeholders.

Here’s the problem—all the verbiage around it was generated by companies and people deeply invested in its success. These include companies that are predominantly staffed by marketing automation technologists and solutions engineers, who are actually software people, not demand marketers. And all the talk isn’t limited to the marketing operations and automation folks who are making claims. There are also many strategic consulting firms and agencies that do the same, but they don’t have enough experience as practitioners to execute on the very recommendations they are prescribing to clients.

Don’t get me wrong, the modern marketing technology stack forms the most powerful marketing enablement toolkit I’ve witnessed in a nearly 25-year career. But it’s just that…an enablement toolkit. It’s a partial solution. You ALSO need effective buyer engagement strategy and execution or the monetization of your marketing investments won’t even come close to its potential.

Quite simply, revenue marketing can work—when (and only when) it’s driven by a worthy buyer engagement strategy. But the primary challenge, which we address in our new eBook entitled Exposed. The False Promises of Revenue Marketing., is all the confusion, misinterpretation and general lack of understanding that exists around revenue marketing and the buyer engagement strategies that are essential to its success.

These points of confusion include:

  • The fundamental deficit in buyer understanding that is killing marketing performance at most companies
  • What’s wrong with persona development
  • How messaging is largely missing the mark
  • Why most B2B content is lousy as it’s “domain-centric,” not “engagement-focused”
  • How most marketers are focused on all the wrong metrics
  • Why so very few marketers are capable of aligning all the requisite elements of a high-performance buyer engagement strategy

In the eBook we highlight these critical elements (and many more) that are too frequently being ignored, simply misunderstood or not fully embraced, but that are vital for true revenue marketing. In it we address 9 foundational principles that when used as a roadmap for marketing automation and social media propagation are the surest way to develop a sound buyer engagement strategy that transforms you into a true rock star of revenue marketing.

Download a copy of the eBook to discover 9 ways to exponentially increase leads, conversion, pipeline velocity and revenue impact: