JASON RUSHFORTHELOQUA | ORACLE
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3Leveraging great content to address thecomplexities a...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4Today’s Agenda§  Introduction to Financial Services ...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5Introduction to Marketingand the Financial ServicesLa...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6Source: Scott Brinker, chiefmartec.com
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7Financial Services
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8Regulation – Really???
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9Overwhelmed?
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11Investment ManagementAKA – Asset Management
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12§  Institutional Accounts§  Mutual Funds (Open-end...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13Complexity in Distribution1.  Who sells your product...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16§  Clearly Notes the procedures for the following:–...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17Marketers Challenges recap§  Decrease in Marketing ...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18The Solution starts with “Great Content”
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19Mutual Fund MarketplaceKnow your Customer!FirmBranch...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20Your Team
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21Great Content is Necessary to succeed, but special c...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22Ensuring the Deliver at the “Right Time”
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.23Great Content is Necessary to succeed, but special c...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24Understanding Who’s Consuming your content
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25Great Content is Necessary to succeed, but special c...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.26Content Approving and Archiving
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.27Great Content is Necessary to succeed, but special c...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.28Reporting and Analytics
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.29Great Content is Necessary to succeed, but special c...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.30How do Firms achieve “Thought Leadership”
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.31Customer Success
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.32Customer Stories§  168 year old Insurance company§...
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.33Conclusion
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.34
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.35
CONTENT MARKETINGBOOTCAMP BOSTONFIND MORE AT KAPOST.COM/RESOURCES
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Leveraging Great Content to Address the Complexities and Challenges of Marketing in Financial Services

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Presented by Jason Rushforth, Vice President of Industry Solutions at Oracle | Eloqua, during Content Marketing Bootcamp Boston. #contentcamp

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Transcript of "Leveraging Great Content to Address the Complexities and Challenges of Marketing in Financial Services"

  1. 1. JASON RUSHFORTHELOQUA | ORACLE
  2. 2. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2
  3. 3. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3Leveraging great content to address thecomplexities and challenges of Marketing inFinancial Services
  4. 4. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4Today’s Agenda§  Introduction to Financial Services & Marketing Landscape§  Asset Management Overview & Challenges§  Best Practices & Solutions§  Customer Testimonials§  Lessons Learned
  5. 5. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5Introduction to Marketingand the Financial ServicesLandscape
  6. 6. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6Source: Scott Brinker, chiefmartec.com
  7. 7. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7Financial Services
  8. 8. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8Regulation – Really???
  9. 9. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9Overwhelmed?
  10. 10. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10
  11. 11. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11Investment ManagementAKA – Asset Management
  12. 12. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12§  Institutional Accounts§  Mutual Funds (Open-end investments)§  Real Estate Investment Trusts (REITS)§  Closed End Funds§  Hedge Funds§  529 Plans (College Savings)§  Variable Annuity Asset Management§  Separately managed accounts
  13. 13. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13Complexity in Distribution1.  Who sells your products?2.  Who buys your products?
  14. 14. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14
  15. 15. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15
  16. 16. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16§  Clearly Notes the procedures for the following:–  Approvals, Reviews & Recordkeeping–  Supervision of Correspondence–  Retail Communications need to be filed before use–  Date of First Use and Approval information–  Spot-Check Procedures–  Granular Detail on some of the following:§  Tax Exemption Information, Disclosure of Fee’s, Testimonials…Rule 2210 - Example of just 1 regulation focused on outward content
  17. 17. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17Marketers Challenges recap§  Decrease in Marketing Expenditures due to erosion of profit margins§  Complexity for Multi-LOB on persona’s and distribution channels§  ROI is complicated and difficult to calculate.§  External Regulation makes processes complex and can slow time tomarket.§  Internal Regulation likely hinders processes further§  Then you need to understand what the contracts look like from aBroker Dealer perspective
  18. 18. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18The Solution starts with “Great Content”
  19. 19. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19Mutual Fund MarketplaceKnow your Customer!FirmBranchFAFAFABranchFAFAFABranchFAFAFABranchFAFAFABranchFAFAFA
  20. 20. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20Your Team
  21. 21. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21Great Content is Necessary to succeed, but special conditionsapply to Financial Services Companies1.  Content is Great Only if Delivered at the Right Time
  22. 22. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22Ensuring the Deliver at the “Right Time”
  23. 23. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.23Great Content is Necessary to succeed, but special conditionsapply to Financial Services Companies1.  Content is Great Only if Delivered at the Right Time2.  Content is Great Only if Delivered to the right Person
  24. 24. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24Understanding Who’s Consuming your content
  25. 25. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25Great Content is Necessary to succeed, but special conditionsapply to Financial Services Companies1.  Content is Great Only if Delivered at the Right Time2.  Content is Great Only if Delivered to the right Person3.  Content is Great Only if you have it approved beforeDelivery (This won’t land you in Jail)
  26. 26. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.26Content Approving and Archiving
  27. 27. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.27Great Content is Necessary to succeed, but special conditionsapply to Financial Services Companies1.  Content is Great Only if Delivered at the Right Time2.  Content is Great Only if Delivered to the Right Person3.  Content is Great Only if you have it Approved beforeDelivery (This won’t land you in Jail)4.  Content is Great Only if you can prove ROI
  28. 28. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.28Reporting and Analytics
  29. 29. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.29Great Content is Necessary to succeed, but special conditionsapply to Financial Services Companies1.  Content is Great Only if Delivered at the Right Time2.  Content is Great Only if Delivered to the right Person3.  Content is Great Only if you have it approved beforeDelivery (This won’t land you in Jail)4.  Content is Great Only if you can prove ROI5.  Content is Great Only if it is at a Low Cost to Deliver
  30. 30. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.30How do Firms achieve “Thought Leadership”
  31. 31. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.31Customer Success
  32. 32. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.32Customer Stories§  168 year old Insurance company§  Stale Marketing Programs(Doing the same activities sincethe 90’s)§  Struggling on how to get moreBroker/Dealer interaction§  Constrained by flat budgets,eroding of profit margin§  Not a lot of visibility on “what’sworking”§  Deployed Eloqua to deliverrobust content to the broker dealnetwork.§  Leverage content as their silverbullet… let me explain!§  Looking to become a truethought leader in a highlycommoditized market.
  33. 33. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.33Conclusion
  34. 34. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.34
  35. 35. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.35
  36. 36. CONTENT MARKETINGBOOTCAMP BOSTONFIND MORE AT KAPOST.COM/RESOURCES
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