To provide our clients with high quality tailored consulting and research, we need to know the financial services industry and our clients. To build lasting and profitable relationships, we dedicate ourselves to staying not just current on, but ahead of industry trends. This blog is intended to share our industry insights and, at the same time, to capture feedback from our readers.

Does Your Product Pitch Connect With Advisors?

How can asset managers tell more effective product stories? That’s one of the questions we sought to answer with our upcoming report, Effective Product Marketing Strategies. And in our industry’s ultracompetitive environment, we believe it’s a critical problem to solve.

Just one in three advisors were able to think of a compelling product pitch they’d heard in the last six months, during a DST Advisors Insights study we conducted in association with Horsesmouth earlier this year. Strong product stories can differentiate the fund in a memorable way, illustrate the manager’s expertise, make a persuasive case for investment, and increase buy-in, for stickier assets. They also help make the advisor’s job easier. When clients ask, “Why this fund?” a story is much easier for most to remember and engage with than a litany of data.

Products that are tightly tied to a strong brand naturally have... [read more]

Getting Return on Your Investment in Outbound Marketing

At our recent Digital Summit, many marketers said they were prioritizing inbound over outbound marketing, because they perceive it as cheaper and more productive. But our research shows that firms on average are spending 39% of marketing budgets on outbound marketing—more than three times as much as on inbound marketing. Fifteen percent of firms are spending more than half (and up to three-fourths) of their budgets on outbound marketing. Given the expense, it’s worth the investment to make outbound marketing more productive, too. That is the focus of our new report on Uncovering Hidden Opportunities with Data-Driven Marketing Campaigns. 

Inbound vs. Outbound

Inbound marketing – including search engine optimization, email newsletters, blogging, content marketing and earned media –is perceived as cheaper and organic. In theory, the great content you produce attracts interested buyers to your firm. Traditional outbound marketing – rooted in display advertising, cold-calling, and direct... [read more]

What’s the Matter With Advisor Engagement By Channel?

Many asset managers organize their sales teams by channel.  But is this really the most effective strategy? As my colleague Erjon Gjoci found in his analysis of advisor expectations for value-added services, wirehouse advisors and RIAs have more similarities across channels than within.  

One important argument that’s often cited in favor of channel-based segmentation is that advisors in each channel do business differently. Certainly, there are some broad trends that can be explained by differences in business model between channels. RIAs, for instance, are more likely to prefer fewer, more in-depth sales meetings, and they value content that’s heavier on data and analysis.  However, delving more deeply into advisors’ engagement preferences reveals a more complex reality. As an example, let’s take a look at wirehouse advisors.

Wirehouse advisors are a top priority for the majority of asset managers, and at most firms the same... [read more]

What Sales Managers Can Learn from Computer Programmers

If salespeople are putting their products in front of anyone who will listen, they’re probably not selling as efficiently as they could be. Take some advice from this former computer programmer: there’s a better way.

Efficiency in Computer Programs

Computers perform calculations by evaluating a series of ones and zeroes. Some programs evaluate the data sequentially, comparing a single set of ones and zeroes against provided criteria before moving on to the next set.

Relational databases introduced a more efficient way to process information. Databases use indexes – shortcuts that only look at specific indicators to more quickly eliminate data unnecessary to decision-making, reducing processing time to get the same answers. 

Our digital experiences would be dreadful without this relational concept. Imagine trying to find a pair of running shoes on a shopping website that had to evaluate every bit of product information on every... [read more]

What Does Your User Experience Sound Like?

Our everyday digital experience now includes getting scores and summaries of sporting events from virtual personal assistants, ordering pizza through chat bots, and making purchases with our voice.

Marketers: enabling your customers to have conversations with robots is a significant piece of the user experience that you can provide.

Customers Search with Their Voice, Answer Them with Yours

“Siri, what was the score of the Celtics game last night?”

Asking this question earlier this year changed how I think about content and user experience. And I’m not alone.

More than 5% of advisors say that they won’t use a website if they can’t use voice search to find what they need (this number is higher for DST kasina’s “Technophile” advisor segment). And, although this statistic doesn’t differentiate whether “voice search” encompasses customers searching while already at a website, or searching for general... [read more]


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