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

What Is Content Marketing?

93% of B2B marketers use

content marketing

Content  Marke6ng  Ins6tute,  2013    

42% of B2B marketers say

they use content marketing effectively

Content  Marke6ng  Ins6tute,  2013    

Relevant and Useful Content Fuels an effective Content Marketing Strategy

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  

Barriers to Better Content Marketing in Financial Services

Content Production = Cost Centre

Knowledge and Awareness

Transform Your Sales Force, Transform Your Results.

Strategy before Technology

Balance Creation and Curation

Original Content should be a cornerstone of your sales and marketing strategy

Create Exceptional Cultures Through Education and Awareness

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.

Use Adoption as an Indicator of Transformation through Education

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

Connect With Me | @AndrewTChung | /in/AndrewChung