The best financial advisors have always kept their clients engaged with content marketing — from publishing newsletters to leading seminars. But more interactive, social media such as LinkedIn, Twitter, Facebook and publishing-oriented websites are driving new levels of competitiveness. This webinar discussed a 5-point content marketing plan for minimizing social risk and maximizing client value at each relationship stage — from new client acquisition to client retention and growth. 2013 competitive threats such as the looming hedge fund content war likely to be unleashed by the JOBS Act will be explored for advisor marketing opportunities. About Justin Justin Breitfelder is a business content marketing strategist for financial and technology firms, from the Global 500 to boutique firms. Serving as an outsourced marketing director, he manages media and content on key business issues to position brands for more client interaction and long-term growth.

1. Content Marketing
Strategy for 2013
Social Risk & Client Value
#2013CM

2. Justin Breitfelder – @jbreitfelder
§ Business content marketing strategist
§ Firms from Global 500 to investment
boutiques – BMO & IBM SPSS to
Motorola & 20th Century Fox
§ Outsourced marketing director
§ 17+ years of success/failure stories
#2013CM

3. Social Advisors Growing 3x Faster (2010)
Source: December 2010 Aite Group-Pershing report “Creating Growth: The
Increasing Use of Social Media by Independent Advisors” via @RIABiz
#2013CM

4. Social Advisors Growing 3x Faster (2010)
…But They’re Big
Marketers in General
Social media driving shift
to more interactive marketing
“It gives advisors dialogue
with their clients”
Takeaway: “Get more
aggressive about
marketing in general”
…or face growing “social
risk” when competing with
social advisors
Source: Creating Growth: The Increasing Use of Social Media by Independent
Advisors, Aite Group-Pershing report, December 2010 via @RIABiz
#2013CM

5. Social Risk Rising for Many Advisors (2011)
Competitive differentiation
issue likely due to incorrect use
Advisors must become
better marketers before they
can optimize social media
“Advisors really need to be
creating their own content;
it has to be authentic”
Source: Financial Advisors’ Use of Social Media 2011: The Bloom Is Off the
Rose, Aite Group report, December 2011
#2013CM

6. Social Asset Managers Almost Doubled
§ Most managers now use social media
§ Sharing valuable content and facilitating
two-way advisor conversations
§ Grew from 48% in 2010 to 86% in 2012
Source: Kasina, Getting Results from Social Media: Leaders and Best
Practices, May 2012
#2013CM

7. Social Asset Managers Almost Doubled
§ Most managers now use social media
§ Sharing valuable content and facilitating
two-way advisor conversations
§ Grew from 48% in 2010 to 86% in 2012
Source: Kasina, Getting Results from Social Media: Leaders and Best
Practices, May 2012
#2013CM

8. But Top Firms Are Social Strategically
#2013CM

9. But Top Firms Are Social Strategically
2013
Classic Content
Marketing Activities
(1996)
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10. Content Marketing
The distribution of educational content across
key media to attract and retain customers
Source: Wikipedia
Less social risk
#2013CM Source: Five Predictive Imperatives for Maximizing
Customer Value, IBM 2010 10

11. 5-Point Content Marketing Strategy
1. Client growth & retention: Engage more clients across
key media w/timely, competitive educational content
5. Social risk management:
Monitor client relationships for
competitiveness & manage
operations for strategic compliance
2. Brand awareness: Own unique brand position w/big idea and content on
• Awareness
• Prospecting
• Proposal
key business issues in an interactive design
3. Educational prospecting: Engage more prospective clients & generate
leads with investor education program
4. Research-based proposals: Convert more prospects with research-
based sales content
#2013CM Source: Five Predictive Imperatives for Maximizing
Customer Value, IBM 2010 11

12. 1 – Client Growth & Retention
Engage more clients across key media w/timely,
competitive investor education program
§ Key content: Research email
alerts, social network posts,
research publications,
educational web content, video,
webinars, seminars
§ Metrics: From client
engagement stats (clickthroughs,
unique pageviews, time viewed),
net promoter scores and
Source: Five Predictive Imperatives for Maximizing qualitative client feedback to
Customer Value, IBM 2010
revenue growth, client
profitability and retention rates
Via Amabasador Referral Marketing Software infographic,
#2013CM Understanding the Net Promoter Score
12

13. Client Education Content Continuum
More Client Time Less Client Time
Social
Webinars White Market Email
Seminars Newsletters Posts &
& Video Papers Updates Alerts
Pages
Face-to-Face More informal Long-form Views on timely Weekly (blogs), Alerts keep Social networks
meetings & events briefings on firm positions on investing topics, monthly, clients current can enable real-
are often the best positions – live & asset classes & published on a quarterly & on firm thought time updates on
way to share ideas & on demand other key more regular annual updates leadership & help investing ideas –
performance investing topics basis on the market save email from from live events
and key asset becoming anti- or for virtual
classes social elevator pitching
F2F Publishing-Focused Websites Social Alerts
Source: Breitfelder GSP
#2013CM

14. Case Study: Fixed Income Broker-Dealer
§ Opportunity
§ 2009 municipal bond market uncertainty
§ Better client engagement and ongoing education needed
§ Video + email marketing can improve clickthroughs by 3X
§ Solution
§ Broadcast quality online video series & special on focused budget
§ 12-minute mini doc features firm thought leaders on how they
consistently produce solid returns
§ Results
§ Client engagement/CTRs more than 6X financial sector average
§ Catalyst to launch newsletter video briefing series, webinars
#2013CM

15. 2013 Alternatives Client Education Opportunity
§ Almost half of Half of advisers no
advisors use longer think 60/40 mix
alternatives (48.3%) is best asset allocation
(Natixis survey)
§ But still only $550B
out of $13.5T
§ And only 29% of
advisors have high
understanding
— New Advertising Rules for Hedge Funds
Could Benefit Asset Managers, Kasina Blog,
November 6, 2012
#2013CM

16. Alternatives Content War Benefits Advisors
#2013CM

17. 2 – Brand Awareness
Own unique brand position w/big idea & content
on key business issues in an interactive design
§ Key content: Search engine
results pages, social network
posts/ads, landing page web
content
§ Metrics: From key business
issue Google positions, pageviews
and ad clickthroughs by client
persona to cost savings
• Awareness
• Prospecting
• Proposal
Social Risk: Buying process up to 70% complete by the time sales is contacted
(Sirius Decisions)
#2013CM Source: Five Predictive Imperatives for Maximizing
Customer Value, IBM 2010 17

18. Client Acquisition – LinkedIn vs. Facebook
Source: Hubspot, The 2011 State of Inbound Marketing
#2013CM

19. 3 – Educational Prospecting
Engage more prospective clients & generate leads
w/investor education program
§ Key content: Research email
alerts, social network posts,
research publications, webinars,
seminars, landing page call to
actions
§ Metrics: From content
engagement stats (clickthroughs,
pageviews, time watched) to lead
quantity, lead qualification rate &
best lead generation channels
• Awareness
• Prospecting
• Proposal
#2013CM Source: Five Predictive Imperatives for Maximizing
Customer Value, IBM 2010 19

20. Prospect Education Content Continuum
More Prospect Time Less Prospect Time
Social
Webinars White Market Email
Seminars Newsletters Posts &
& Video Papers Updates Alerts
Pages
Face-to-Face More informal Long-form Views on timely Weekly (blogs), Alerts keep Social networks
meetings & events briefings on firm positions on investing topics, monthly, clients current can enable real-
are often the best positions – live & asset classes & published on a quarterly & on firm thought time updates on
way to share ideas & on demand other key more regular annual updates leadership & help investing ideas –
performance investing topics basis on the market save email from from live events
and key asset becoming anti- or for virtual
classes social elevator pitching
F2F Publishing-Focused Websites Social Alerts
Lead Generation
Source: Breitfelder GSP
#2013CM

21. Map & Optimize Leads to Revenue
Source: Salesforce.com Sales Process Map
#2013CM

22. Generate & Capture More Leads
Source: Salesforce.com Sales Process Map
#2013CM

23. Manage & Optimize Lead Workflow
Source: Salesforce.com Sales Process Map
#2013CM

24. 4 – Research-Based Proposals
Convert more prospects w/research-based sales
content
§ Key content: RFPs, proposals,
pitch presentations
§ Metrics: From close rate to
time-to-close
• Awareness
• Prospecting
• Proposal
#2013CM Source: Five Predictive Imperatives for Maximizing
Customer Value, IBM 2010 24

25. Close More New Clients Faster
Source: Salesforce.com Sales Process Map
#2013CM

26. 5 – Social Risk Management
Monitor client relationships for competitiveness &
manage operations for strategic compliance
§ Market Risk: Monitor client
relationships for competitiveness
§ Big data: The frontier of a firm’s ability
to use all the data it needs to reduce risks
and create better customer experiences
(Forrester)
§ Operational Risk: Manage
operations for strategic
compliance
§ People & systems to manage content to
revenue in client lifecycle – from Web
content management to CRM
#2013CM Source: Five Predictive Imperatives for Maximizing
Customer Value, IBM 2010 26

27. 2013 Priority: Big Data-Driven Marketing
§ zzz
Source: McKinsey, Minding Your Digital Business, 2012
#2013CM 27

28. Client Value Leads Big Data Usage
§ zzz
Source: McKinsey, Minding Your Digital Business, 2012
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29. Finance Well Positioned for Big Data Gains
Big data: The next frontier for innovation,
#2013CM competition, and productivity, 2011 29

30. Herbalife Hedge Fund Content “Big Data” Battle
In epic Wall Street battle, hedge
fund manager turns to AdWords
§ Smart content strategy to support
Pershing Square short position
§ Targets customers via 2.7m monthly
“Herbalife” Google searches
§ Microsite w/PPTs, webcast, CNBC
§ 2013 may get very interesting
#2013CM

31. Content War Requires New Capabilities
§ Barings team tripled
§ Schroders added staff
§ BlackRock Investment
Institute (2011)
§ Ex-McKinsey dir. of knowledge
§ Morgan Stanley
investment journal (2011)
§ PIMCO eurozone
microsite (2012)
#2013CM 31

32. Marketing Maturity – Next Steps?
20% more likely to Most correlated w/
drive revenue growth lackluster revenue
& profitability growth & profitability
Best
Growth Marketing Senior Brand
Practice Service Providers
Champions Masters Counselors Builders
Advisors
§ Identify revenue § “Master” firm- § Help guide CEO § Maximize § Efficient § Provide
growth wide marketing on marketing marketing marketing marketing
contributions efforts strategy effectiveness service services to
by applying providers to other teams
§ Broader range of § Solid grasp of § Lead major
best practices build brands
staff capabilities traditional campaigns
to marketing
marketing activities § But negligible
§ Use standardized fundamentals § But rarely lead leadership role
tools & processes product innovation and decision
§ Authority & skills or new business
§ Proactive, not rights on strategy
to coordinate w/ development
reactive, guidance other major
§ Have severely limited
§ Perceived by other functions
decision rights
execs, C-suite as
§ But not as involved
growth agenda
w/strategic growth
contributors & agenda setting
leaders
§ Less likely to rely on
standardized
processes & tools
Source: Breitfelder GSP from Booz & Company, Growth Champions: How to drive the only marketing
metric that matters, strategy + business, Summer 2006
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33. Q&A
Questions?
#2013CM

34. Thank You
Justin Breitfelder
§ justin@breitfeldergsp.com
§ @jbreitfelder
§ linkedin.com/in/breitfelder
#2013CM