How to Find Better Prospects & Acquire More Clients: Marketing Techniques and Technology for Today s Advisor

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2 How to Find Better Prospects & Acquire More Clients: Marketing Techniques and Technology for Today s Advisor Presenters: Zach Hedges, CEO, CaptureTrackConvert D. Bruce Johnston, President & COO, CaptureTrackConvert Cynthia Stephens, Vice President of Marketing, ByAllAccounts

3 Zach Hedges, CEO, CaptureTrackConvert (CTC)

4 D. Bruce Johnston, President & COO, CTC

5 Cynthia Stephens, VP of Marketing, ByAllAccounts 15+ years in marketing and research Proven track record developing high-impact marketing initiatives to build market visibility, acquire new clients and grow existing account relationships. Oversees marketing of the firm s financial account aggregation services to investment management and advisory firms. Previously, Director of Marketing at Compete, one of the 50 fastest growing technology companies in New England.

6 Agenda 1 Advisory Trends in Marketing & Business Development 2 The Scoop on Marketing Automation Technology 3 CaptureTrackConvert Marketing Automation for Financial Advisors 4 Q&A Session

7 National Survey Results of 215+ Advisors Advisory Trends in Marketing and Business Development

8 Steep goals for client acquisition in 2012 How many clients do you want to acquire during 2012? (Responses n = 208) % % % % % None Don't know yet 0.0% 2.9%

9 Advisors still rely on referrals & word-of-mouth Please select the description that fits you best. (Responses, n=202) 42.6% 26.7% 12.4% 10.9% 5.9% 1.5% Depend mostly on referrals and word-ofmouth Handled by staff who is also doing other nonmarketing activities Dedicated marketing team/person Outsource some and do some in house Do not do marketing Outsource to an outside firm

10 Most rated overall marketing effectiveness low How would you rate the overall effectiveness of your current marketing strategy? (Responses=160) Extremely effective 0.0% Effective 12.5% Somewhat effective 36.9% Neutral 17.5% Somewhat ineffective 26.9% Not effective at all 6.3%

11 Top 5 Marketing Activities Utilized Which of the following marketing activities do you currently utilize? (please check all that apply) (Responses n = 173, multiple responses allowed) Web sites 62.4% Events/Seminars 56.1% s 51.4% Newsletters 47.4% Direct mail 30.1% Marketing Activities

12 The Most Effective Marketing Activities Referrals Seminars/Events Websites Newsletters s Telemarketing Direct Mails

13 Websites not being utilized for client acquisition How would you rate the effectiveness of your website for attracting new clients? (Responses n = 170) We do not have a web site Not effective at all Somewhat ineffective 11.2% 12.4% 20.0% 73.6% Neutral 30.0% Somewhat effective Effective 10.0% 15.3% Extremely effective 1.2%

14 Top Marketing Challenges: Time & Expertise What would you consider your greatest marketing challenge (if any)? (Responses, n=159) Lack of marketing systems and technology 17.6% Lack of expertise 24.5% No challenges 4.4% Lack of time 31.4% Lack of budget 22.0% Challenges

15 More Marketing Challenges for Advisors Today Relying on referrals and word-of-mouth Understanding evolving client needs, characteristics, and communication Time/resources making cold calls and personal communications Website is more like brochure-ware, not client acquisition tool Tracking individual website visitors Staying in front of prospects Low ROI on marketing and online campaigns

16 Marketing Automation Users Vs. Non-MA Users 75.0% 48.2% 11.9% 12.3% Marketing Budget MAT Users Marketing Effectiveness (Extremely effective, effective and somewhat effective) MAT Non-Users

17 The Scoop on Marketing Automation Technology

18 What is Marketing Automation? Marketing Automation allows advisors to create targeted marketing programs that drive awareness and interest for your products and/or services allowing you to nurture those leads from first interest through to conversion to a client.

19 What Does Marketing Automation Accomplish? The best Marketing Automation solutions are segment-based and take users beyond the untargeted, non-personalized batching and blasting campaigns so prevalent today. The best Marketing Automation solutions allow advisors to send relevant, automated responses based on the behaviors and preferences of the recipients in a nurturing and professional manner.

20 Capture your website visitor s identity Individual Identify website visitors you KNOW Identify visitors you don t know Capture their contact information through your opt in forms

21 Track and score their interactions Track prospect behavior, page views, time spent, files downloaded and more Track how they interact with your marketing campaigns, opens, click, visits and more Combine all of this data into a comprehensive prospect profile on every visitor. Know where they are at in your qualification and sales process Automatically segment your prospects based on interest, sales readiness and countless other factors (Income/Net Worth, Age, Location, etc.)

22 Convert prospects to clients Based on prospect interests, trigger personalized automated nurturing campaigns around the thought leadership themes, products or services they are most interested in to help gain mind share and pre qualify prospect. Score prospect behavior and interactions to identify the most qualified and hottest prospects Use those scores to trigger automated alerts and reports to you or your sales team with all the information about that hot prospect in real time.

23 Benefits of Marketing Automation Provides you higher ROI, higher conversion rates and increased sales from existing and new prospects using nurturing campaigns Allows you to spend less time looking for prospects and more time cultivating relationships Helps you identify the most-qualified and sales-ready prospects Saves you both time and resources, allowing you to spend moire time with clients. Provides an easy way for you to understand what is working on your website and correspondences Allows you to qualify and quantify the effectiveness of your efforts Helps you to stay in front of your prospects and gain mind share over time Offers an ongoing way for you to know who, when, why and how visitors are coming to your website on an individual basis

24 CaptureTrackConvert Marketing Automation for Financial Advisors

25 Visitor Identification

26 Real Time Visitor Activity and Tracking

27 Develop a Comprehensive Prospect Profile

28 Score all of your prospects behavior to determine sales readiness

29 When prospect scores achieve desired level get notified instantly with in-depth alerts or reports

30 Build your newsletters and correspondences with ease using pre-built templates

31 Upload your current contact lists and segment them automatically based on behavior or interests

32 Stop Blasting. Start Nurturing your prospects with automated s based on behavior

33 So Why are Advisors Using Marketing Automation? Allows advisors to track their individual leads Manage their contact lists Customize segments Trigger pre-built approved campaigns Personalized communications Automated List Management Compliance features Cost effective Client Acquisition Client Retention

34 Additional Resources ww.byallaccounts.com/resources/content_library.html Webinar Replays Whitepapers Videos Survey Results

35 Q&A and Contacts Zach Hedges CEO, CaptureTrackConvert Twitter.com/CTCApp x700 D. Bruce Johnston President & COO, CaptureTrackConvert Twitter.com/CTCApp Justin Shepard x Twitter.com/ByAllAccounts