Presented by Jason Rushforth, Vice President of Industry Solutions at Oracle | Eloqua, during Content Marketing Bootcamp Boston. #contentcamp

1. JASON RUSHFORTH
ELOQUA | ORACLE

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Leveraging great content to address the
complexities and challenges of Marketing in
Financial Services

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Today’s Agenda
§ Introduction to Financial Services & Marketing Landscape
§ Asset Management Overview & Challenges
§ Best Practices & Solutions
§ Customer Testimonials
§ Lessons Learned

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Introduction to Marketing
and the Financial Services
Landscape

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Source: Scott Brinker, chiefmartec.com

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Financial Services

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Regulation – Really???

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Overwhelmed?

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Investment Management
AKA – Asset Management

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§ Institutional Accounts
§ Mutual Funds (Open-end investments)
§ Real Estate Investment Trusts (REITS)
§ Closed End Funds
§ Hedge Funds
§ 529 Plans (College Savings)
§ Variable Annuity Asset Management
§ Separately managed accounts

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Complexity in Distribution
1. Who sells your products?
2. Who buys your products?

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§ Clearly Notes the procedures for the following:
– Approvals, Reviews & Recordkeeping
– Supervision of Correspondence
– Retail Communications need to be filed before use
– Date of First Use and Approval information
– Spot-Check Procedures
– Granular Detail on some of the following:
§ Tax Exemption Information, Disclosure of Fee’s, Testimonials…
Rule 2210 - Example of just 1 regulation focused on outward content

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Marketers Challenges recap
§ Decrease in Marketing Expenditures due to erosion of profit margins
§ Complexity for Multi-LOB on persona’s and distribution channels
§ ROI is complicated and difficult to calculate.
§ External Regulation makes processes complex and can slow time to
market.
§ Internal Regulation likely hinders processes further
§ Then you need to understand what the contracts look like from a
Broker Dealer perspective

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The Solution starts with “Great Content”

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Mutual Fund Marketplace
Know your Customer!
Firm
Branch
FA
FA
FA
Branch
FA
FA
FA
Branch
FA
FA
FA
Branch
FA
FA
FA
Branch
FA
FA
FA

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Your Team

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Great Content is Necessary to succeed, but special conditions
apply to Financial Services Companies
1. Content is Great Only if Delivered at the Right Time

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Ensuring the Deliver at the “Right Time”

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Great Content is Necessary to succeed, but special conditions
apply to Financial Services Companies
1. Content is Great Only if Delivered at the Right Time
2. Content is Great Only if Delivered to the right Person

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Understanding Who’s Consuming your content

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Great Content is Necessary to succeed, but special conditions
apply to Financial Services Companies
1. Content is Great Only if Delivered at the Right Time
2. Content is Great Only if Delivered to the right Person
3. Content is Great Only if you have it approved before
Delivery (This won’t land you in Jail)

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Content Approving and Archiving

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Great Content is Necessary to succeed, but special conditions
apply to Financial Services Companies
1. Content is Great Only if Delivered at the Right Time
2. Content is Great Only if Delivered to the Right Person
3. Content is Great Only if you have it Approved before
Delivery (This won’t land you in Jail)
4. Content is Great Only if you can prove ROI

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Reporting and Analytics

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Great Content is Necessary to succeed, but special conditions
apply to Financial Services Companies
1. Content is Great Only if Delivered at the Right Time
2. Content is Great Only if Delivered to the right Person
3. Content is Great Only if you have it approved before
Delivery (This won’t land you in Jail)
4. Content is Great Only if you can prove ROI
5. Content is Great Only if it is at a Low Cost to Deliver

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How do Firms achieve “Thought Leadership”

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Customer Success

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Customer Stories
§ 168 year old Insurance company
§ Stale Marketing Programs
(Doing the same activities since
the 90’s)
§ Struggling on how to get more
Broker/Dealer interaction
§ Constrained by flat budgets,
eroding of profit margin
§ Not a lot of visibility on “what’s
working”
§ Deployed Eloqua to deliver
robust content to the broker deal
network.
§ Leverage content as their silver
bullet… let me explain!
§ Looking to become a true
thought leader in a highly
commoditized market.

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Conclusion

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