#NICSAGMM

Launching an effective marketing campaign for improved distribution

Graham Thomas, Enterprise Sales Executive (Moderator)

Graham is the Enterprise Sales Executive for the Central Region at BrightScope, a leading provider of software and data analytics to the world's largest financial institutions. Previous to BrightScope he held sales positions at Smith Barney, InvestmentNews and Think Advisor.

Chris O’Connor, Chief Administrative Officer (Panelist)

Chris is responsible for planning, directing and overseeing the strategic and operating plans for the BNY Mellon - North American Distribution, helping ensure the organization maximizes its potential. Chris has direct oversight of the Sales Operations & Business Intelligence and the SMA Trading & Operations teams. Chris is a highly accomplished leader with over 20 years of experience in the financial services industry.

Nicole Best, Chief Financial Officer (Panelist)

Nicole is Senior Vice President and Chief Financial Officer of Heartland Advisors, Inc. and Principal Accounting Officer of the Heartland Funds. She is also a member of the Executive Leadership Team and various risk committees. Over the past 19 years, Nicole has dedicated her career to financial services, with extensive industry experience, including direct oversight of mutual fund accounting, fund administration, broker dealer financial operations, corporate accounting, investment and trade operations, compliance, CRM administration, data analytics and client service.

              

“Asset managers will find it more challenging to identify prospects as financial advisors increasingly ignore advertising and direct mail from

managers and insurers”….Fundwire

“Leading firms will adopt a more inviting approach by using content marketing — specifically, non-branded, thought-provoking content that

is placed on third-party media outlets.”…Fundwire

Campaign Management

“One of the most effective ways to get in front of clients is to differentiate your brand. So as competition heats up and pressures on profitability increase, we

expect marketing spending to continue to increase in this environment.”…Ignites

“Nearly all advisors (94%) use social media. LinkedIn is the go-to site for most advisors for these purposes. Of advisors using social media, 71% use LinkedIn.

The percentage of advisors expecting to connect with wholesalers on LinkedIn will increase from 24% to 40% next year.” …Fund wire

“Digital engagement has become such a critical component of any asset manager’s contact with its clients that three out of five advisors say their overall

perception of a fund firm is shaped by its online capabilities.”… Fund wire

Digital Marketing & Social Media

“Firms are focused on branding and using analytics to understand segmentation better. Firms also need more productivity out of their

sales forces. They are investing in analytics, precisely targeting advisors as new revenue sources.” Ignites

“…“channelization” was born out of the necessity to allocate the appropriate resources to each distribution channel and train

wholesalers according to each channel’s main characteristics and needs….the financial crisis generated movement among advisors across different channels, leading product providers to review their

distribution strategies.

“The percentage of asset management firms that do not segment their sales staff by channel has increased from 31% in 2011 to 51% in

2013”…Cerulli Associates. 

Scoring & Segmentation

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