Webcast co-hosted by Hearsay, provider of the Hearsay Advisor Cloud, and Aite Group, a financial services-specific advisory and research firm. Presentation covers: - The major tech and advisor trends that are driving sales and marketing strategies at leading firms - How to scale 1-to-many, awareness-building marketing for advisors, and connect those programs to 1-to-1, high-touch sales conversations – at the right time - How to increase advisor productivity and operationalize client engagement in an increasingly digital and regulated industry

1. Top Tech Trends Driving
Advisor-Client Engagement
February 2018

2. Today’s
Presenters
Sarah Pedersen
Senior Director
Hearsay
Isabella Fonseca
Senior Analyst
Aite Group

3. ADVISOR CONTENT MARKETING & SALES ENABLEMENT:
EMPOWERING CONNECTIONS

4. • Founded as Hearsay Social in 2009;
raised $51M in venture capital
• 100% focused on the financial services
industry
• Today, Hearsay Systems offers
prescriptive technology designed to
enable every advisor be high-tech,
high-touch and data-driven
• 150+ enterprise customers in 22
countries; 150,000+ users

5. • Founded in 2005; headquartered in Boston
• An independent research and advisory firm
focused on business, tech and regulatory issues,
and their impact on the financial services industry
• Expertise in banking, payments, wealth
management, capital markets and insurance
• Analysts deliver comprehensive, actionable advice
to key market participants
• Clients include financial institutions, tech providers
and consulting firms worldwide

6. Sales & Marketing
Faced With
3 Key Challenges
1-to-many content marketing is table stakes, but
advisors are too busy to craft their own strategy1.

7. Sales & Marketing
Faced With
3 Key Challenges
1-to-many content marketing is table stakes, but
advisors are too busy to craft their own strategy1.
1-to-1 engagement is key to success, but advisors don’t
have access to the right communication channels2.

8. Sales & Marketing
Faced With
3 Key Challenges
1-to-many content marketing is table stakes, but
advisors are too busy to craft their own strategy1.
1-to-1 engagement is key to success, but advisors don’t
have access to the right communication channels2.
Important engagement data is not tracked, which puts
all sales and marketing efforts at risk3.

9. Sales & Marketing
Faced With
3 Key Challenges
EVERYTHING MUST BE COMPLIANT
1-to-many content marketing is table stakes, but
advisors are too busy to craft their own strategy1.
1-to-1 engagement is key to success, but advisors don’t
have access to the right communication channels2.
Important engagement data is not tracked, which puts
all sales and marketing efforts at risk3.

10. OLD WORLD
Advisor-led, offline channels
TODAY’S REALITY
Client-driven, digital and multi-channel
CLIENTS EXPECT DIGITAL, MULTI-CHANNEL ENGAGEMENT

11. When it comes to personalization and client
experience …
“Financial services organizations have
a lot of work to do to position themselves
against high-value brands like Amazon
and Google.”
– Aite Group

12. Rich Advisor-Client
Touchpoints
Websites
Texting
Social Selling
1-1 Outreach
Data-driven Insights
AT MOST FINANCIAL INSTITUTIONS, ADVISORS HAVE BEEN LEFT
BEHIND IN DIGITAL TRANSFORMATION
Not mobile; advisors
don’t update
Not compliant
Not baked
into sales
process
Relies on manua
data entry; prone
to human error
Disconnected
customer
experience
Enterprise Digital
Direct-to-Consumer
Mobile Banking App
Robo-Advice
Brand Social
Automated Transactions Not
efficient

13. 1. ONE-TO-MANY CONTENT MARKETING IS
TABLE STAKES, BUT ADVISORS ARE TOO
BUSY TO CRAFT THEIR OWN STRATEGY

14. Compliance
Sales and Marketing Engagement
Content Marketing
Sales Enablement
Advisors
Advisors
& other
client-facing
staff
Users Scope Type of Function
CRM
Integration
● Brand Awareness
● Enhance the customer
experience
● Education/content hub
● Enhance client interaction
● Core collateral
● Web Marketing
● Social Media
● Presentations
● Increase sales return
● Optimize interactions with
clients
● Sales coaching/ execution
● Centralization of sources
● Predictive content
selection
● Personalized content
Source: Aite Group
CONTENT MARKETING & SALES ENABLEMENT ECOSYSTEM

15. PROSPECT
NURTURE
RETAIN
1-TO-MANY: Scale client engagement
• Lifestyle: Career tips, savings plans
• Local events: Community, charity
1-TO-1: Increase touchpoints and
share-of-wallet
• Life events: New child, birthdays, holidays
• Service alerts & investment advice: Annual
review, policy renewals, portfolio
recommendations
AWARENESS
SUCCESSFUL CLIENT-ADVISOR ENGAGEMENT
SPANS THE FULL CLIENT LIFECYCLE

16. PROSPECT
NURTURE
RETAIN
1-TO-MANY: Scale client engagement
• Lifestyle: Career tips, savings plans
• Local events: Community, charity
1-TO-1: Increase touchpoints and
share-of-wallet
• Life events: New child, birthdays, holidays
• Service alerts & investment advice: Annual
review, policy renewals, portfolio
recommendations
AWARENESS
SUCCESSFUL CLIENT-ADVISOR ENGAGEMENT
SPANS THE FULL CLIENT LIFECYCLE

17. 1-TO-MANY ADVISOR-CLIENT COMMUNICATION CHANNELS

18. 1-TO-MANY ADVISOR-CLIENT COMMUNICATION CHANNELS

19. • Eliminate risk and maintain compliance
• Enforce clear processes
• Use content to reinforce training and educate clients
• Compliance and marketing departments’ need to work together
• Increase sales efficiencies
• Target specific customer segments
Benefits content marketing can bring to the organization:
ADVISORS NEED AUTOMATED SUPPORT FROM THEIR
CONTENT MARKETING ORGANIZATION

20. BEST PRACTICE CASE STUDY:
AMERIPRISE GOSOCIAL PROGRAM
With our GoSocial program, you
can easily access:
➢ Multiple social media platforms
➢ Engaging content
➢ Compliance
➢ Shared access

21. 2. ONE-TO-ONE ENGAGEMENT IS KEY TO
SUCCESS, BUT ADVISORS DON’T HAVE
ACCESS TO THE RIGHT COMMUNICATION
CHANNELS

22. Confidential Hearsay Systems
The only way to differentiate is through
trusted advisor relationships

23. But today,
advisors spend:
Source: InsideSales.com
Labs research, 2017
37%of their time on
revenue
generating
activities
63%of their time on
NON-revenue
generating
activities

24. PROSPECT
NURTURE
RETAIN
1-TO-MANY: Scale client engagement
• Lifestyle: Career tips, savings plans
• Local events: Community, charity
1-TO-1: Increase touchpoints and
share-of-wallet
• Life events: New child, birthdays, holidays
• Service alerts & investment advice: Annual
review, policy renewals, portfolio
recommendations
AWARENESS
SUCCESSFUL CLIENT-ADVISOR ENGAGEMENT
SPANS THE FULL CLIENT LIFECYCLE

25. PROSPECT
NURTURE
RETAIN
1-TO-MANY: Scale client engagement
• Lifestyle: Career tips, savings plans
• Local events: Community, charity
1-TO-1: Increase touchpoints and
share-of-wallet
• Life events: New child, birthdays, holidays
• Service alerts & investment advice: Annual
review, policy renewals, portfolio
recommendations
AWARENESS
SUCCESSFUL CLIENT-ADVISOR ENGAGEMENT
SPANS THE FULL CLIENT LIFECYCLE

26. HIGH-PERFORMING ADVISORS DIFFERENTIATE
WITH DIGITAL 1-TO-1 OUTREACH

27. 1-TO-1 TEXTING IS NEXT BIG OPPORTUNITY

28. HIGH-PERFORMING ADVISORS DIFFERENTIATE
WITH DIGITAL 1-TO-1 OUTREACH
Advisors that grew revenue
by 5% or more over last
five years:
Advisors that had
no change in revenue
over last five years:
47%
text for
business
35% Source: Aite Group
research, 2017

29. BEST PRACTICE CASE STUDY:
BULK ACTIONS THAT FEEL PERSONAL AND AUTHENTIC
Offer Annual Review / Financial Plan
Track for DOL compliance
Confirm a meeting
1
2
3

30. 3. IMPORTANT ENGAGEMENT DATA IS
NOT TRACKED, WHICH PUTS ALL SALES
AND MARKETING EFFORTS AT RISK

31. Mobile
project
Show and explain your
web, app or software
projects using these
gadget templates.
Disconnected
customer
experience
Loss of valuable client
interaction data
Corporate
CRM System
DIGITALLY-ENABLED ADVISORS GENERATE RICH CLIENT DATA
THAT MUST BE TRACKED & ACTED UPON
Enterprise Digital
Direct-to-Consumer
Mobile Banking App
Robo-Advice
Brand Social
Automated Transactions
Rich Advisor-Client
Touchpoints
Websites
Texting
Social Selling
1-1 Outreach
Data-driven Insights

32. MEDIAN INTEGRATION LEVELS AT FIRMS ARE AT 60%
Source: Aite Group advisor survey, 2017

33. CRM SYSTEMS INCREASE POTENTIAL FOR DATA INTEGRATION
Source: Aite Group advisor survey, 2017

34. “CRM is a key part of content marketing and
sales enablement initiatives, and is essential
for accurate customer segmentation.”
– Aite Group

35. BEST PRACTICE CASE STUDY:
NEW YORK LIFE
Advisor Social
Email
Advisor Websites
Advisor Texting
CRM
ExactTarget
12,000 Advisors on Hearsay & CRM

36. WHAT’S NEXT?

37. Sales & Marketing:
How to Help
Advisors Thrive in
the Digital Era
Offer a 1-to-many content strategy that is automated &
efficient for advisors (“autopilot” + authenticity = win!)1.

38. Sales & Marketing:
How to Help
Advisors Thrive in
the Digital Era
Offer a 1-to-many content strategy that is automated &
efficient for advisors (“autopilot” + authenticity = win!)1.
Improve productivity of 1-to-1 communications through
channel enablement and matched use cases (e.g. DOL)2.

39. Sales & Marketing:
How to Help
Advisors Thrive in
the Digital Era
Offer a 1-to-many content strategy that is automated &
efficient for advisors (“autopilot” + authenticity = win!)1.
Improve productivity of 1-to-1 communications through
channel enablement and matched use cases (e.g. DOL)2.
Automate data capture for advisor-client engagement
across channels (social, FA websites, texting, email)3.

40. Sales & Marketing:
How to Help
Advisors Thrive in
the Digital Era
EVERYTHING MUST BE COMPLIANT
(SEC, FINRA, DOL, IIROC, ETC.)
Offer a 1-to-many content strategy that is automated &
efficient for advisors (“autopilot” + authenticity = win!)1.
Improve productivity of 1-to-1 communications through
channel enablement and matched use cases (e.g. DOL)2.
Automate data capture for advisor-client engagement
across channels (social, FA websites, texting, email)3.

41. Q&A

42. Thank You!
Sarah Pedersen
Senior Director
Hearsay
spedersen@hearsaycorp.com
@sarahcpedersen
Isabella Fonseca
Senior Analyst
Aite Group
ifonseca@aitegroup.com