1. Financial Services Marketing Trends
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Financial Services Marketing Trends.
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1. What is the main focus of your organization’s marketing efforts? (Rate on a scale of 1-5, 1=low priority, 5=top
priority)
Branding and messaging 1 2 3 4 5 N/A
Lead/demand gen, acquiring new prospects 1 2 3 4 5 N/A
Marketing to existing clients and customers 1 2 3 4 5 N/A
Public relations, investor relations 1 2 3 4 5 N/A
Supporting the channel, partners, resellers 1 2 3 4 5 N/A
2. How are your marketing and advisor or institutional client relationship campaigns conducted? (Check one)
Conducted mostly in-house
Conducted using a mix of in-house and 3rd party efforts
Conducted mostly through 3rd parties (agencies, partners, etc)
3. Which marketing methods have been most effective at generating business? (Rate 1 to 5, 1 = weak, 5 = strong)
Events 1 2 3 4 5 N/A
Email 1 2 3 4 5 N/A
Direct mail 1 2 3 4 5 N/A
Telemarketing/Teleprospecting 1 2 3 4 5 N/A
Website/SEO/on-line advertising 1 2 3 4 5 N/A
Partners/alliances 1 2 3 4 5 N/A
Social media 1 2 3 4 5 N/A
Other:
4. To what extent do you have systems to support relationship management?
(Rate on a scale of 1-5, 1=no systems in place, 5=fully automated)
1 2 3 4 5 N/A
5. What systems support marketing and/or relationship management in your organization? (Check all that apply)
CRM:
Salesforce.com Microsoft Dynamics CRM SAGE
Oracle CRM / On-Premise Oracle CRM / On-Demand
Other:
Marketing tools:
Omniture Coremetrics Google Analytics
Webtrends Unica
Other:
Email marking solution:
Exact Target Responsys Silverpop Aprimo
Neolane Pardot Marketo Homegrown/Proprietary/In-House
Other:
6. What are the limitations of your current email service provider? (Check all that apply)
Lack of personalization capabilities
Insufficient or unwieldy data segmentation capabilities
Cannot provide advisors automated, ongoing communications tailored to their preferences
Integration with Web properties and social networks
Weak or insufficient reporting capabilities
Inability to communicate through multiple channels (SMS, RSS, social networks, direct mail)
Other:
7. What are some of the more challenging tasks facing the marketing department? (Check all that apply)

2. Expanding wholesalers’ business beyond their core set of accounts
Supporting institutional sales and their relationships with the plan sponsor and consultant communities
Satisfying compliance requirements and adhering to brand standards
Managing multiple marketing & communications efforts efficiently
Offering visibility into the status of promotional campaigns throughout your organization
Measuring marketing’s impact on advisor interest and engagement
Focusing on the top 20% producing advisors, while maintaining relationships with the 80%
8. What is the status of the following initiatives in your organization?
(Choices: Planned < 6 months; Planned < 12 months; Planned no timeframe; No plans; Completed)
Streamlining/automation of advisor communications and accessibility
Planned within 6 Mths Planned within 12 Mths Planned no timeframe No Plans Completed
Compliance-related initiatives
Planned within 6 Mths Planned within 12 Mths Planned no timeframe No Plans Completed
CRM implementation or replacement
Planned within 6 Mths Planned within 12 Mths Planned no timeframe No Plans Completed
Marketing systems implementation or replacement
Planned within 6 Mths Planned within 12 Mths Planned no timeframe No Plans Completed
Re-org of marketing department
Planned within 6 Mths Planned within 12 Mths Planned no timeframe No Plans Completed
Major campaign launch(es) (please describe)
Our client, Eloqua, provides solutions and services that enable wholesalers, institutional sales and marketers to
strengthen relationships, respect compliance requirements and boost marketing effectiveness. When would you like to
speak with a Eloqua representative?
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