Content Marketing Financial Services
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Transcript of Content Marketing Financial Services
Andrew ChungVP Marketing and Software@AndrewTChung
How Content Marketing is Re-shaping Marketing and Distributed Sales Forces in Financial Services
Who Am I
• Education– St Michael’s Choir School
– University of Waterloo, Computer Science– University of Waterloo, Management Science
• Career– Technical Sales– National Business Development and Channel
Management– Direct Sales
• Brought up in a solution sales environment • Today: Marketing, Sales and Product Management
Financial Services Sales: B2B or B2C?
Financial Advisors Insurance Advisors Mortgage Brokers
Commercial Bankers Private Bankers Retail Branches
5
Solution selling is based on the premise of asking open ended questions to the customer to surface their needs
60%
40% Complete
Incomplete
60% of the sales cycle is over before a prospect talks to a sales person
Corporate Execu6ve Board study, 2012
Solution Insights
Harvard Business Review, The End of Solu6on Sales, 2012
Ask Questions about your customer’s need and look for the “hook” for your solution
Offer provocative insights about what the customer should do
Lead FormsLanding Pages Content offersCalls to Action
Client PitchbooksFace to Face
References/TestimonialsEmail
BloggingKeywords
Social MediaVideo
Stranger Visitor Lead Customer
Connecting Content to The Sales Journey
Hubspot, 2014
Digital Agent Content Mission
22
Our Content Marketing Mission is to become the online destination for Advisors
looking for useful information, advice, insights and resources for growing their
online presence.
Produc6vity = Output / effort • Website traffic / Content Submissions • Social Shares or Likes / Social Posts • Email Subscribers / Content Submissions
Adop6on rates • Time in tool • % of completed tasks (e.g. websites updates, ar6cle entries, social posts)
• Marke6ng Knowledge: breadth of usage
Compliance • Approval to Rejec6ons ra6o • Average 6me to review a single piece of content
• Total number of submissions from sales force
Impact Analy6cs • Top Performers • Bo\om Performers • Leads Generated
Sales Force Enablement
Sample Sales Force Enablement KPIs
Solution Insights
Harvard Business Review, The End of Solu6on Sales, 2012
Ask Questions about your customer’s need and look for the “hook” for your solution
Offer provocative insights about what the customer should do