A presentation on the philosophy and framework of "Intrigue Marketing" for Financial Marketers and sales professionals.

1. I n t r i g u e M a r k e t i n g SM
a g u i d e f o r f i n a n c i a l m a r k e t e r s

2. who am i?
hello

3. who am i?
i’m standing over there

4. who am i?
or possibly over there if i’m on the other side

5. who am i?
a good marketer covers all possibilities

6. who am i?
i lead marketing for an ≈$10 billion AUM RIA

7. what am I going to tell you?
am i going to tell you how to get a billion dollars of
new AUM?

8. what am I going to tell you?
kind of...

9. what do you want?
let’s first talk about what you want

10. what do you want?
you want RIAs, wealth managers, HNWIs,
institutional investors and family offices to use these:

11. what do you want?
you want RIAs, wealth managers, HNWIs,
institutional investors and family offices to use these:
• 40 act funds
• hedge funds
• bonds funds
• alternative debt strategies
• private equity
• etc.
• etc.

12. what do you want?
but first...

13. what do you want?
you have to get in the door

14. what do you want?
and guys like my CIO...

15. what do you want?
well, they’re skeptical

16. what do you want?
so you send them an email...

17. what do you want?
or give them a call...

18. what do you want?
or hand them a card at a conference...

19. what do you want?
you lead with a nice back-tested hybrid track record
(get compliance on the line—stat)

20. what do you want?
and by being informative maybe you get a
‘price check’ meeting

21. what do you want?
but more often than not...

22. what do you want?
[page left intentionally blank]

23. what am I going to tell you?
so...what i’m going to tell you

24. what am I going to tell you?
is how to change that.

25. intrigue marketing
hello (again)

26. intrigue marketing
it’s not standing anywhere...because it’s a philosophy

27. intrigue marketing
more specifically...

28. intrigue marketing
a philosophy of marketing for lower-volume, higher-
revenue marketers

29. intrigue marketing
and what it does...

30. intrigue marketing
is put an evolutionary spin on marketing

31. intrigue marketing
rejecting inbound (sorry hubspot) and outbound
(you’re welcome seth godin) by themselves

32. intrigue marketing
to form something better: 1 + 1 > 2

33. intrigue marketing
it puts people at the center

34. intrigue marketing
and at its core Intrigue Marketing reminds us it’s more
profitable to be a hu-man than a sales-man

35. intrigue marketing
how?

36. intrigue marketing
by making an invitation...

37. intrigue marketing
not a solicitation.

38. intrigue marketing
now an anecdote about how i came up with Intrigue
Marketing...

39. intrigue marketing
and we’re back. let’s assume you know your target
audience

40. intrigue marketing
and you have a list of contacts to reach

41. intrigue marketing
you also plan on creating great content

42. intrigue marketing
and marketing that content to your list and anybody
else within digital reach
(yes, we keep the best practices of inbound alive)

43. intrigue marketing
great plan, except...

44. intrigue marketing
everyone else is doing the same thing...

45. intrigue marketing
my CIOs inbox is stuffed

46. intrigue marketing
and just because he watched your video

47. intrigue marketing
isn’t an invitation to send a half-dozen HTML auto-
emails, based on his on-site action, and perceived user
persona, based on an IP address, until he’s brow-
beaten into opting out

48. intrigue marketing
in fact, isn’t it a bit rude to assume that someone who
said ‘yes’ to ‘coffee’ wants to ‘marry’ you?

49. intrigue marketing
(hint: it is)

50. intrigue marketing
so why do marketers assume mild interest is the basis
for a business relationship?

51. intrigue marketing
get rid of your automation software

52. intrigue marketing
stop cold [insert action]

53. intrigue marketing
an Intrigue Marketer shifts their thinking

54. intrigue marketing
they still have their list, they still send emails, they still
create content and market that content
(they still speak at conferences)

55. intrigue marketing
to underscore, content is still king

56. intrigue marketing
but instead of guessing about the needs of their
audience, and forcing a business relationship...

57. intrigue marketing
they truly get to know their audience

58. intrigue marketing
their outbound emails and linkedIn messages, as well
as their replies to on-site inbound interest, sound
something like this:

59. intrigue marketing
SUBJECT: The Summit: A Society Invitation
Name,
We haven’t had the chance to meet yet, but see that
you’re [insert personal detail of individual.] We run a
small monthly invite-only dining society called The
Summit, and we hope you’ll have a seat at our table.
It’s just 10-15 interesting people doing interesting things
gathering over a good dinner to discuss their ideas.
Below are the details of the event, and I hope to meet
you there.
Sincerely,
Your Name
[Insert Event Details]

60. intrigue marketing
this invite has been described as ‘intriguing’ by those
who get it

61. intrigue marketing
not only does it just ‘feel’ different, it works...

62. intrigue marketing
unsolicited outreach had a 30% higher open rate

63. intrigue marketing
and without fail we’re able to get 10-15 people to an
event month after month

64. intrigue marketing
not just an event, but a ‘society’ that people belong to
that we hold with consistency over time
(a quick side story about raytheon)

65. intrigue marketing
this is not another one-off hotel ballroom cocktail
party, forced networking reception or educational
luncheon

66. intrigue marketing
it’s people getting to know people

67. intrigue marketing
and forming a meaningfully structured way of doing
that...allowing people to belong to something

68. intrigue marketing
over time, the ‘society’s’ network becomes power ful,
and the personal relationships derived from it
drive sales

69. intrigue marketing
3x more closes in my experience, in ≈20% less time
(this RoI justifies program costs)

70. intrigue marketing
why does this work?

71. intrigue marketing
because we’re all people

72. intrigue marketing
and people have curiosity

73. intrigue marketing
and a desire to belong

74. intrigue marketing
and to be around others to share ideas

75. intrigue marketing
and they feel guilty
(thank you Cialdini’s ‘reciprocity’)

76. intrigue marketing
they do not want to be sold to

77. intrigue marketing
or treated like a friend while being sold to

78. intrigue marketing
or forced to network

79. intrigue marketing
Intrigue Marketers get to know people genuinely

80. intrigue marketing
human-centered marketing
(thanks ideo)

81. intrigue marketing
Intrigue Marketers get to understand people’s real needs
(that’s ‘personalization’)

82. intrigue marketing
we get to look them in the eye and shake
hands...that’s how we understand their needs, issues
and concerns

83. intrigue marketing
we make them friends first, then clients

84. intrigue marketing
so after the event, we can send this

85. intrigue marketing
“hey joe, great seeing you last night at the summit.
how are mary and the kids? in any event, recalled that
we were talking about how to invest in a low interest-
rate environment, and i actually have a video with a
former fed governor that discusses this. check it out
[link]. maybe we can grab that game of squash next
week and talk about it.”

86. intrigue marketing
we’ve developed a relationship, but we’re still A-B-Cing
(that’s for you glengarry glen ross fans)

87. intrigue marketing
and if they don’t become clients, they’re in our
network, and send other prospects to us

88. intrigue marketing
friends helping friends

89. intrigue marketing
at worst, we’re opened up to new ideas and individuals

90. intrigue marketing
and for those people who are low-hanging fruit

91. intrigue marketing
you still have the best of inbound marketing to capture
their interest

92. intrigue marketing
this is a theory i put in practice

93. intrigue marketing
but an example of one is hardly empirical

94. intrigue marketing
so a shameless plea...

95. intrigue marketing
and a shameless plug...

96. intrigue marketing
and my contact info: neil@neilstclair.com or
nstclair@sk-llc.com
questions?

97. I n t r i g u e M a r k e t i n g SM
a g u i d e f o r f i n a n c i a l m a r k e t e r s