Increasing competition, market volatility and growing client expectations have only made it more important for asset managers to re-evaluate their client acquisition and retention strategies. Watch our webinar, Attract, Engage and Retain Your Clients to Grow AUM, to learn how asset management firms such as Charles Schwab and Jupiter are leveraging marketing automation to drive more targeted and real-time communications with their clients at scale.

1. Neelam Bhatia
Enterprise Segment Marketing, Marketo

2. Housekeeping
• This webinar is being recorded! Slides and recording will be sent to you after the
webinar concludes.
• Have a question? Chat in the bottom right and we’ll get to your questions after
the webinar.
• Posting to social? Tweet or comment - #mktgnation and @marketo

3. State of Asset Management today:
1. Your clients’ reality
2. Your challenge
3. The path forward

4. Asset Managers need to respond to
growing client expectations or face the
risk of losing them

5. $58 trillion in wealth is
expected to move from
one generation to the
next

6. $58 trillion in wealth is
expected to move from
one generation to the
next
90% of heirs change
advisors after wealth
transfer
Reference: Deloitte

7. Clients expect more
personalized
communications

8. Clients expect more
personalized
communications
25% of investors leave
their asset managers
after just 2-3 years
Reference: PriceMetrix

9. Clients expect more
digitally connected
experiences

10. Clients expect more
digitally connected
experiences
80% of under-40
investors indicated that
they would leave their
asset management firm
if it fails to provide an
integrated channel
experience
Reference: Capgemini

11. How do you be most relevant to them?
How do you get clients to choose you and stay with you?
How do you execute and measure this at scale?
Your Challenge

12. Asset Management needs to evolve to offer
personalized and connected experiences

13. Asset Management needs to evolve to offer
personalized and connected experiences
Data silos Single view of the client

14. Asset Management needs to evolve to offer
personalized and connected experiences
Data silos Single view of the client
Siloed products and services Client centric

15. Asset Management needs to evolve to offer
personalized and connected experiences
Data silos Single view of the client
Mass marketing Personalized communications at scale
Siloed products and services Client centric

16. Asset Management needs to evolve to offer
personalized and connected experiences
Data silos Single view of the client
Mass marketing Personalized communications at scale
Mostly in-person meetings Digitally connected experiences
Siloed products and services Client centric

17. Asset Management needs to evolve to offer
personalized and connected experiences
Data silos Single view of the client
Mass marketing Personalized communications at scale
Mostly in-person meetings Digitally connected experiences
Siloed products and services Client centric
Reactive Proactive and real-time

18. Asset Management needs to evolve to offer
personalized and connected experiences
Data silos Single view of the client
Mass marketing Personalized communications at scale
Mostly in-person meetings Digitally connected experiences
Siloed products and services Client centric
Limited marketing ROI tracking Proven marketing ROI
Reactive Proactive and real-time

19. Data silos Single view of the client
Institutional Retail
• Company Name
• Company size
• Location
• Investment style
• Title
• Role
• Portfolio Size
• Name
• Age
• Gender
• Location
• Net worth
• Investable assets
• Investment philosophy
• Product Interests
• Past Transactions
• Engagements
• Buying Stage
• Product Interests
• Past Transactions
• Activity/ Non-Activity
• Buying Stage
Demographic
Behavioral

20. Siloed Products and Services Client Centric
Organization Industry
Portfolio Size Region
Assets
Client
Behavior
Investor
Persona
Investment
Strategy
Target
Account

21. Mass marketing Personalized communications at scale
Organization Industry
Portfolio Size Region
Assets
Client
Behavior
Investor
Persona
Investment
Strategy
Target
Account
Tactical Passive Retirement Growth and
Income
New Markets

22. Mostly in-person meetings Digitally connected experiences
Searches Visits Website Downloads Reads Email Attends Events Calls Makes Investment

23. Mostly in-person meetings Digitally connected experiences
Searches Visits Website Downloads Reads Email Attends Events Calls Makes Investment

24. Mostly in-person meetings Digitally connected experiences
Searches Visits Website Downloads Reads Email Attends Events Calls Makes Investment

25. Reactive Proactive and real-time
Searches Visits Website Downloads Reads Email Attends Events Calls Makes Investments

26. Reactive Proactive and real-time
Searches Visits Website Downloads Reads Email Attends Events Calls Makes Investments

27. Reactive Proactive and real-time
Searches Visits Website Downloads Reads Email Attends Events Calls Makes Investments

28. Reactive Proactive and real-time
Searches Visits Website Downloads Reads Email Attends Events Calls Makes Investments

29. Reactive Proactive and real-time
Searches Visits Website Downloads Reads Email Attends Events Calls Makes Investments

30. Reactive Proactive and real-time
Searches Visits Website Downloads Reads Email Attends Events Calls Makes Investments

31. Reactive Proactive and real-time
Prioritizing your focus towards
the most important clients and
prospects

32. Reactive Proactive and real-time
Searches Visits Website Downloads Reads Email Attends Events Calls Makes Investments
Scoring your prospects and clients

33. Reactive Proactive and real-time
Searches Visits Website Downloads Reads Email Attends Events Calls Makes Investments
10 20 50 30 70 90
Scoring your prospects and clients

34. Reactive Proactive and real-time
100
Immediate Focus

35. Reactive Proactive and real-time
100
Immediate Focus
70 -
100
Proactively Nurture

36. Reactive Proactive and real-time
100
Immediate Focus
70 -
100
Proactively Nurture
0 -
70
Reactively Engage

37. Limited marketing ROI tracking Proven marketing ROI
# Impressions/ # Clicks
# Visitors / # Clicks
# Downloads
# Opens
# Registrations / # Attendees
# Calls Attended

38. Limited marketing ROI tracking Proven marketing ROI
# Impressions/ # Clicks
# Visitors / # Clicks
# Downloads
# Opens
# Registrations / # Attendees
# Calls Attended

39. Asset Management needs to evolve to offer these
personalized and connected experiences
Data silos Single view of the client
Mass marketing Personalized communications at scale
Mostly in-person meetings Digitally connected experiences
Siloed products and services Client centric
Limited marketing ROI tracking Proven marketing ROI
Reactive Proactive and real-time

40. WHAT IS MARKETING AUTOMATION?
Central Database
Segment and target
the right message to
each client and
prospect
Engagement Marketing Engine
Listen and respond to clients in
real-time, providing personal
and relevant communication
Analytics Engine
Understand what worked,
what didn’t, and where you
can improve

41. • Implemented a “Digital Relationship Manager”
strategy based on Marketo that helps them
offer personalized communications to their
clients based on their individual journey and
needs
• Building long term relationships with their
clients using Marketo as the backbone for all
their client engagements
• Continuously enhancing the client profile
based on their behaviors, needs and
interactions
• Delivering personalized content to clients
based on their individual needs
• Setting up automated nurture streams based
on the clients own journey
• Proactively measuring success of marketing
programs and optimizing it to drive scale

42. • Driving targeted communications with
wholesalers and wire houses
• Segmenting and driving focused efforts
towards prospects, dormant investors,
dabblers and active clients
• Follow up by sales based on marketing driven
communications
• Integrating transactional data to drive
communications based on existing investments
made with Principal funds
• Measuring impact of marketing
communications sent out for each fund, each
channel and each segment type

43. • Acquiring and engaging their independent
advisors
• Delivering personalized content that is most
relevant to where advisors are in their business
lifecycle
• Using segmentation to target advisors based
on their needs
• Helping Sales prioritize the best prospects by
tracking and scoring advisors’ behavior
• Measuring success by enabling direct
attribution of marketing efforts
“Ultimately, Marketo is going to help marketing & sales to be more
relevant and much more targeted in our efforts to acquire, retain,
and grow relationships with independent advisors. By bringing
marketing and sales together and making us more effective as a
team, we can build a stronger program to meet advisor needs and
achieve business results.”
– Mary Rosai, SVP of Institutional Services Marketing

44. Thank You!