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JASON RUSHFORTH
ELOQUA | ORACLE
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3
Leveraging great content to address the
complexities and challenges of Marketing in
Financial Services
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4
Today’s Agenda
§  Introduction to Financial Services & Marketing Landscape
§  Asset Management Overview & Challenges
§  Best Practices & Solutions
§  Customer Testimonials
§  Lessons Learned
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5
Introduction to Marketing
and the Financial Services
Landscape
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6
Source: Scott Brinker, chiefmartec.com
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7
Financial Services
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8
Regulation – Really???
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9
Overwhelmed?
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11
Investment Management
AKA – Asset Management
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12
§  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
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13
Complexity in Distribution
1.  Who sells your products?
2.  Who buys your products?
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16
§  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
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17
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
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18
The Solution starts with “Great Content”
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19
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
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20
Your Team
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21
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
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22
Ensuring the Deliver at the “Right Time”
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.23
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
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24
Understanding Who’s Consuming your content
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25
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)
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.26
Content Approving and Archiving
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.27
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
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.28
Reporting and Analytics
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.29
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
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.30
How do Firms achieve “Thought Leadership”
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.31
Customer Success
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.32
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.
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.33
Conclusion
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.34
Copyright © 2013, Oracle and/or its affiliates. All rights reserved.35
CONTENT MARKETING
BOOTCAMP BOSTON
FIND MORE AT KAPOST.COM/RESOURCES

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Leveraging Great Content to Address the Complexities and Challenges of Marketing in Financial Services

  • 2. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.2
  • 3. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3 Leveraging great content to address the complexities and challenges of Marketing in Financial Services
  • 4. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.4 Today’s Agenda §  Introduction to Financial Services & Marketing Landscape §  Asset Management Overview & Challenges §  Best Practices & Solutions §  Customer Testimonials §  Lessons Learned
  • 5. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.5 Introduction to Marketing and the Financial Services Landscape
  • 6. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.6 Source: Scott Brinker, chiefmartec.com
  • 7. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.7 Financial Services
  • 8. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.8 Regulation – Really???
  • 9. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.9 Overwhelmed?
  • 10. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.10
  • 11. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.11 Investment Management AKA – Asset Management
  • 12. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.12 §  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
  • 13. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.13 Complexity in Distribution 1.  Who sells your products? 2.  Who buys your products?
  • 14. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.14
  • 15. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.15
  • 16. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.16 §  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
  • 17. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.17 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
  • 18. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.18 The Solution starts with “Great Content”
  • 19. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.19 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
  • 20. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.20 Your Team
  • 21. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.21 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
  • 22. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.22 Ensuring the Deliver at the “Right Time”
  • 23. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.23 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
  • 24. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.24 Understanding Who’s Consuming your content
  • 25. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.25 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)
  • 26. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.26 Content Approving and Archiving
  • 27. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.27 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
  • 28. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.28 Reporting and Analytics
  • 29. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.29 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
  • 30. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.30 How do Firms achieve “Thought Leadership”
  • 31. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.31 Customer Success
  • 32. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.32 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.
  • 33. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.33 Conclusion
  • 34. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.34
  • 35. Copyright © 2013, Oracle and/or its affiliates. All rights reserved.35
  • 36. CONTENT MARKETING BOOTCAMP BOSTON FIND MORE AT KAPOST.COM/RESOURCES