Increase AUM with Marketing Automation: Client Retention in Volatile Times (Part 1)

Increase Assets Under Management with Marketing AutomationPart 1: Client Retention in Volatile Times

Mike MaddenDemand Generation Program Manager Marketo

Joe PaoneManager, SMB MarketingMarketo

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Housekeeping

1. Spotlight on Client Retention: Why Now?

2. Top Reasons Clients Churn

3. Mass Marketing to Engagement Marketing

4. Segmentation Strategies

5. Brinker Case Study

Agenda

Volatile Markets Leading to Client Concerns?

Equities*

*VIX Index: Chicago Board of Options Exchange (CBOE) Volatility Index.

Volatile Markets Leading to Client Concerns?

Fixed Income1

Gold3

MSCI World2

Nasdaq

Dow Jones

S&P 500

1iShares Barclays Aggregate Bond Fund, 2iShares MSCI ACWI Index Fund, 3iShares Gold Trust

25% of investors will leave their asset manager after just 2 years!*

*Forbes, 2014

Silos Systems = Ineffective Communication

• Customer Relationship Management (CRM)• Salesforce, Microsoft Dynamics, NetSuite• Proprietary

• Excel files• Email Service Provider• SQL• Phone

Page 9

The Right Message Has Two Components

Timeliness Relevance

MassMarketingFocus on the

message

EngagementMarketing

Focus on long-term

relationships

A Transformation in Client Engagement

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Marketing Automation Solutions

• Automatically segment your clients based on demographics and behaviors

• Engage your clients throughout all market conditions with personalized and automated emails

• Create a single view of your clients

• Measure and track marketing campaign effectiveness and prove ROI

Segment Your Client Base

Organization Industry

Portfolio Size Region

Assets

Client Behavior

Investor Persona

Investment Strategy

Target Account

Further Segment by Investor Personas

Investor Persona

Tactical Passive Retirement Growth and Income

New Markets

Map Messages & Products to SegmentsBUY ->

Segments

Message A Message B Message C Product 1 Product 2 Product 3

Segment 1 x x x

Segment 2 x x x

Segment 3 x x x x

Segment 4 x

Design the Programs Mix

Client Retention Must Haves

#1 – As Individual Investors

#2 – Based On What They Do

#3 – Continuously Over Time

#4 – Directed Towards An Outcome

#5 – Everywhere They Are

Case Study – Brinker CapitalBackground:

• Asset manager focused on multiple asset classes and various client profiles

• ~$18B in Assets Under Management

Challenge:

• Existing system could only generate mass emails and could not produce targeted marketing campaigns or provide prospect behavior

details

Highlights:

• Real-time access to lead/client activity and behavior

• Ability to create and refine effective, multi-layered marketing campaigns

• Seamless integration with their CRM increased transparency between Marketing and Sales and improved sales productivity

Key Takeaways During periods of market volatility, your clients need more

personalized touches

Timely and relevant communication is key to client retention

Segment your clients to engage them as individuals

Marketing automation can reduce client churn and help to maintain AUM during all market cycles

Increase Assets Under Management with Marketing AutomationPart 2: Acquire Clients in Volatile Times

Wednesday, April 6th 1:00pm ET / 10:00am PT

Questions?