2. 2Marketing Automation | Manage all of your digital marketing efforts automatically
ABOUT US
StoneShot has been innovating new and exciting
marketing fintech for over 15 years thanks to our
top-notch staff of savvy digital experts.
From our offices in New York, London and Paris, we work
with over 65 fund providers, boutiques, platforms and private
banks in the US, UK, Europe and Asia. We provide technology,
data and insight across email marketing, web development
and investment event promotion. Our clients include AXA,
Barings, Cofunds, Fidelity, HSBC, Invesco, RBS and UBS.
3. 3Marketing Automation | Manage all of your digital marketing efforts automatically
Unless you’re reading this from the grainy
screen of a Macintosh II hooked up to a
dial-up modem, you’ve most likely heard
all the buzz about marketing automation.
You know, the handy marketing tool
which efficiently scales the entirety of
your marketing efforts and engages the
right clients at the most opportune times
without sacrificing a personal touch? That
marketing automation.
Through the combination of powerful tech,
shrewd strategy, and a well-defined user
process, this tool enables you to launch
your content strategy into action. With this
extensive capability, the onus is no longer
on you to vigilantly decipher and respond to
your recipients’ interactions with your digital
marketing efforts; instead they are able to
control their own journey, based on a pre-
defined set of customizable factors.
The essence of marketing automation can
be boiled down to the individual user’s
journey, which makes developing broad,
deep workflows to fit your campaigns’
goals all the more crucial. When developing
this journey, you will have three different
automation categories at your disposal
which you can use to optimize the user’s
digital experience. These categories include
time, action, and behavior based triggers
Right on time
The old adage, “timing is everything”
has never been more true than when
considering digital marketing. Hitting
your target at the right moment is just as
important as the message itself, if not more
so, which is why applying the correct timing
triggers is so crucial to any successful
marketing automation workflow. The ability
to preschedule event invites, designate
a delay period between follow-ups, and
deliver custom reminder messages based
on the user’s interaction with the invite
allows you total control of the user pipeline
to maximize the turnout for your events.
Taking action
Action triggers are the backbone of any
marketing automation workflow since they
give you the ability to instantly react to the
actions your users are taking with your
digital content. The ability to set direct
responses to user interactions with your
The transcendent power of
Marketing Automation
Amplify the results of your marketing efforts across
the board with the dynamic capabilities of this
underutilized tool.
4. 4Marketing Automation | Manage all of your digital marketing efforts automatically
In fact, 50% of those we spoke to claimed
they either lacked marketing automation
capability or had the capability but didn't
use it.
This tool has been utilized in other
industries to great success, primarily with
B2C businesses, but asset management
requires a more nuanced and complex
process to successfully apply it among your
existing marketing efforts.
Here are just a few of the challenges
one could face when attempting to
use marketing automation without fully
understanding the subtleties of the process.
Tip of the iceberg
Marketing automation is a dynamic
capability which has the capability to
react, adapt and respond to thousands
of distinct actions simultaneously in order
to independently run entire marketing
campaigns at their peak levels of efficiency.
So how is Marketing
Automation being underutilized?
In speaking with clients and observing industry
patterns, we’ve gleaned a few insights on how this
tool is being used and, subsequently, underutilized.
campaigns permits a level of control which
will fully optimize your workflow’s efficiency.
Whether its setting a follow up email for
a completed registration page, “thank
you” emails for form submissions, or
status confirmations from user preference
updates, action triggers are essential for
giving your digital marketing efforts the
professionalism they need to stand out.
Best Behavior
Timing and action triggers are exciting
tools in their own right, but by far the most
powerful type of automation available
today are behavior triggers. These dynamic
workflow triggers can be set to monitor the
level of a user’s interactions with certain
aspects of your campaigns (clicks, opens,
event registrations, etc.), or a combination
of several factors, and react when a level of
interest (or disinterest) is shown.
By reacting to a user’s preference and
behavioral trends, you will be able to
nurture leads further down the funnel with
the content they subconsciously want,
eventually resulting in a more direct impact
to your bottom line.
5. 5Marketing Automation | Manage all of your digital marketing efforts automatically
To properly understand the breadth of
this ability, you have to think beyond just
the tech itself. In order to successfully
implement this system, it requires a sound
strategy, a shift in your marketing culture
and collaboration between your marketing,
product, tech, and sales teams. The tech is
the most visible aspect of the process since
it enables great things to happen, but the
true leg-work which powers the capability
goes on below the surface.
Non-starter
The fact that marketing automation is such
an advanced and powerful tool is both a
gift and a curse. Like any sophisticated
piece of tech, the vast array of functions
can seem a bit daunting to those who are
new to using it. The lack of an intuitive
interface, as well as intrusion from options
irrelevant to our industry, make some
marketing automation tools alienating and
frustrating right from jump street.
Even when firms manage to get a workflow
on its feet, a great deal of the tech’s
capabilities don’t end up getting utilized.
This is why, for many, the adventure into
the world of marketing automation is over
before its even begun.
One size fits all
One of the main problems with the state
of marketing automation as it exists
today is many providers simply see it
just another piece of tech to toss onto
the marketing stack of offerings. This
mentality results in a homogenization
of services which leaves everyone with
the same, standardized tool despite the
varying needs of distinctive industries.
We believe that when t-shirt companies
are using the same marketing tools as
fund managers, there is clearly room for
improvement. You work in an industry in
which focusing on direct relationships with
clients is paramount to success, and you
deserve a marketing automation provider
who operates on the same principles.
6. 6Marketing Automation | Manage all of your digital marketing efforts automatically
It should be an easy to use, highly
customizable distribution hub for your
content which reacts to the unique path
each user takes through your workflows.
Here’s how we’re making this vision
a reality...
Strategic collaboration
When you work with StoneShot, you’re
not only getting a suite of innovative tech,
you’re also getting a tireless partner who is
willing to do whatever it takes to make your
digital marketing efforts stand out amongst
the static.
We pride ourselves on our ability to
customize every client’s experience to fit
their exact needs down to the smallest
detail. Whether that means ongoing advice
and support throughout the process,
regular benchmarking and success reviews,
or even developing custom tech, our team
of experts are poised at the ready to help in
any way they can.
Similar to how mutual funds and financial
solutions are often very similar in nature
between competitors, as is the case for many
aspects of marketing automation technology.
As you know, the main difference among
firms is found in the deep and consultative
relationships developed and partnerships
formed with each individual client. In this
respect, why should your relationships with
your vendors be any different in such a
specialized industry?
We recognize the marketing needs of
fund managers are nuanced, compliance
stricken, and require detail-oriented
examination of key business practices to
determine which can be automated and
how to accomplish this most effectively.
While the process itself is automated and
seemingly robotic when live, when it comes
to developing and implementing your
workflow strategy, the personal touch will
make all the difference.
Marketing Automation the
StoneShot way
We believe the purpose of this powerful tool is to
provide the tech that will support and enable a content
strategy, allowing it to achieve its full potential.
7. 7Marketing Automation | Manage all of your digital marketing efforts automatically
Templates
We all know how difficult it is to stare at a
blank page, unclear on where and how to
begin a project. So skip the initial project
inertia and get started on crafting the
perfect workflows for your digital marketing
needs by utilizing one of the pre-made
workflow templates specifically designed to
serve fund managers.
Through the knowledge we’ve gained over
more than 15 years in the industry working
with several top fund groups, we have
identified the most common marketing
automation needs among asset managers
and created four easy-to-use templates to
address those needs. No more fumbling
through convoluted dashboards only to
end up with basic, ineffective shopping cart
abandonment workflows.
Empower your business processes and
improve on your overall efficiency by hitting
the ground running when you begin your
journey into marketing automation. Our
pre-built templates give you a jumping-off
point developed with you in mind, which
makes our intuitive process even more
straightforward.
Engagement Scoring
The true beauty of adding marketing
automation to the existing suite of dynamic
features in the StoneShot solution is the
synergistic relationship which it creates.
The most useful of these relationships in
regards to developing workflows – the
core, if you will – is the robust bond created
through the use of tags.
When you use tags to organize your
campaigns – be it by product, asset class,
communication type, website, or anything
else – you can also use those same tags
to act as triggers in your workflows. For
instance, if you set up five email marketing
Activity separated by
tag - that’s product,
campaign or project
Score per action with
weighting for hot /
cold content
Professional investors
engaging with landing pages,
emails, events, document
downloads and video.
8. 8Marketing Automation | Manage all of your digital marketing efforts automatically
campaigns to promote funds within an
asset class and label them with the same
tag, your workflow can include triggers
that automatically send an email to those
who engaged with any of those five tagged
emails, and a different email to reengage
those who didn’t. The power of this
relationship is only heightened when it is
anchored to a particular link in your email.
The ability to group similar campaigns
together with tags makes organizing and
comparing your post-campaign data on a
macro level simple and transparent. You’ll
be able to easily pick up on the trends of
what is and isn’t working throughout your
campaigns and adjust where necessary by
comparing where users are choosing to
interact within your workflows.
Campaign tagging gives you a deeper look
into the inner workings of your campaigns
so you can optimize more effectively and
develop the perfect digital marketing
process in no time at all.
Since one of the most intuitive features
of Engagement Scoring is the ability to
weigh certain email interactions (specific
links clicks, opens, video views, etc.) over
others based on campaign objectives,
when building out your workflows you will
be able to set triggers based on a certain
recipient’s engagement score. This allows
you to optimize your workflows to more
actively engage and nurture those leads
who are most interested, and re-engage
those who aren’t.
With all of these unique features working
in conjunction, you are empowered to take
a greater level of control over every step in
your sales funnel.
Adding the power of marketing automation
to the existing suite of innovative tools
comprised in the StoneShot solution will
bring whole new levels of efficiency to
your campaigns and data transparency to
your post-campaign reports. Seamlessly
switch from a zoomed out view of your
data, where you’re able to find trends and
make optimizations, straight down into the
campaign journeys of individual users to
get in the heads of your potential clients.
As individual solutions, the digital marketing
Marketing Automation
with StoneShot
A comprehensive solution
9. 9Marketing Automation | Manage all of your digital marketing efforts automatically
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Marketing Automaton workflow
tools in the StoneShot app are powerful,
but when used in cooperation with one
another they act as a well-oiled machine
and maximize the efficacy of any digital
marketing campaign.
But the tech is only half the battle. The real
edge the StoneShot solution provides is
the level of personalization you get every
step of the way. You won’t find the kind of
customization provided across all off your
digital marketing efforts, all specifically
focused on the needs of fund and asset
managers anywhere else.
We would much rather create innovative,
custom solutions for our client’s in the
financial industry than make a piece of cookie
cutter tech with broad, universal appeal.
Let marketing automation through
StoneShot bring your content strategy to
life and help impact your bottom line by
giving your clients the best experience with
what they want, when they want it, moving
them through the sales funnel.
10. Marketing Automation | Manage all of your digital marketing efforts automatically | SS11/16
1120 Avenue of the Americas
15th
Floor
New York, NY 10036
stoneshot.com
engage@stoneshot.com
347-352-8186
@stoneshotus company/stoneshot
Automate your campaigns,
optimize your results
Through the combination of powerful tech, shrewd
strategy, and a well-defined user process, marketing
automation enables you to launch your dynamic
content strategy into action. Give your users the
opportunity to control their own digital journey,
providing a more meaningful and memorable
experience from start to finish.
What next?
Make sure your team stays ahead of the curve. Kick-start your marketing
automation efforts today by reaching out to our team of experts at
engage@stoneshot.com, or +1 (347) 352 8186.
