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Financial advisors are tasked with bringing in a steady stream of new, preferably high-net-worth, clients but are expected to do the majority of prospecting themselves.  At the same time, they still need to service the needs of their existing client base – who expect a high level of personal service from the individual with whom they have entrusted their wealth.  Email can be a life-saver but can get mired in compliance reviews.

 

 

How can Marketers come to the rescue?

  1. Provide pre-approved email templates across a wide variety of topics. 
    If a prospect mentions interest in setting up a college fund, have an email pre-designed about the various ways to save for college so the advisor doesn’t have to write (or copy and paste) one. Better yet, have a series of emails about the topic that can be sent as a nurture campaign. 

  2. Help advisors manage marketing events.
    Many advisors use live events for prospecting opportunities but struggle to follow up with leads.  By automating follow up communications with supplemental information pertinent to the topic covered at the event, you help the advisor maintain awareness in the prospect’s mind until an in-person connection can be made.

  3. Use dynamic content in client communications to personalize emails.
    One of the benefits of the “Know Your Customer” regulations is that you (gasp!) “know” your customer – their age, profession, investment goals etc.  Use that data to make your client communications more relevant to each client. A young couple just getting started on their investment accounts probably won’t be as intrigued with the standard picture of an affluent older couple playing golf in their retirement or an article about retirement account withdrawals. 

  4. Make emails more actionable than “Call me for more information.”

Regulations prohibit the use of email for placing or executing trade orders.  Even more education-based campaigns are typically stuck with weak “Call your advisor for more information” calls-to-action.  However, sending an email saying “call me” is ineffective. Imagine instead a prospect can express interest by clicking a button or link on an email that says “Have your advisor call you.”  This button can trigger a blind-submit form that sends a sales-notification email to the advisor whose top priority is to connect with an interested prospect.

 

Every financial services company will have different levels of advisor control over what the client receives from the firm.  The key is to take high-level look at how your company’s communication plan is structured and plan from there. By providing the right tools, marketers can help advisors generate revenue while easily navigating the compliance maze.

We recently launched Eloqua sales tools Prospect Profiler and Engage within our company. We started out small, giving licenses only to our salespeople, who were part of our Lead Scoring pilot group. Slowly but surely the interest in Engage and Prospect Profiler grew within sales community. While we started at the beginning with just 20 licenses, we now allocated over 200 licenses to our sales and marketing users (about 50% of our sales force). We trained our regional marketing managers on the tools, so that they could train their sales teams in the regions. And then we created the Eloqua Sales Awards.

 

The Eloqua Sales Awards celebrate and recognize excellent adoption and usage of the Eloqua sales tools Prospect Profiler and Engage.The goal is to encourage adoption and application of Eloqua sales tools post training, share success and promote best practice across the Sales teams. How does it work? At the beginning of each month I will be sending out an internal message on our intranet to the Eloqua Sales User group with the request to share their Eloqua success stories. They have to respond to the message with a comment and share with everyone how Eloqua sales tools helped them to communicate more efficiently with customers, track responses and activities in real time and/or identify the hottest and most engaged prospects. We run the Eloqua Sales Awards ones a month for six month. The Eloqua Sales Award winner will receive a cash bonus with their next paycheck.


And here is one of our first success stories:

Despite having moved into Getty Images’ Japanese sales team very recently as an Inbound Telesales Representative, Yosuke has already closed a large Video Pack deal. Part of his responsibility includes looking after many different companies, a lot of which are located outside of Tokyo, so personal customer visits are not an option for Yosuke. Instead, he has relied on Eloqua’s sales tools to keep in contact with customers and is truly an example of how best to utilize Eloqua for remote sales.

 

Yosuke uses Eloqua Engage to send out weekly personalised emails to around 200 contacts at a time, informing them about various business news, such as new stock collections. His emails are read by over 50 per cent of the recipients. Yosuke has also set up web visit alerts using Eloqua’s Prospect Profiler, to ensure he receives an email notification once a customer has read his email and clicked through to visit the Getty Images website. Every web visit by a customer is then followed up with a call, and with every call comes a follow-up Engage email!


Eloqua’s sales tool help me to communicate more efficiently with my customers, track their activities in real time and identify the hottest, most engaged prospects” explained Yosuke.


With his weekly emails Yosuke was able to change the perception his regional customers’ have of Getty Images. For example, his client, an advertisement production company for regional TV channels with small budgets, previously perceived Getty Images as an expensive imagery company. Due to his emails and follow-up calls, when they visited the website, they realised that Getty Images offers a wealth of media, including affordable video content. He was then able to sell them Footage pack for their local TV commercials, as well as a Web Pack.

 

I would be very interested to find out how other companies rolled out Eloqua's sales tools Prospect Profiler and Engage. So please share your ideas and experiences with me.

I recently moved from one Eloqua customer to another and I am in the process of getting everything set up properly.  In the new company, almost all our sales team are working on the phone selling direct in acquisition mode.  We just launched a new sales process using SFDC and now I am in the process of introducing Eloqua sales tools, team by team.  Last week we went live with Discover and Profiler in the US and the feedback from the team has been phenomenal:-

 

The Chief Commercial Officer sent me a note saying "Listen to it....."

 

”I am hot on Eloqua now”

“It’s unbelievable”

“It’s a game changer”

“I am sending all my e-mails on Eloqua now”

WELL DONE MARK!!!!!

 

 

Then today I had several thank you's from the sales reps.  One read:-

 

"Hope you're settling back in after your time out of the office.  Just wanted to drop a line to thank you again for helping us switch over to Eloqua for our emails.  I'm sending my cold emails SO much faster in the morning and it's been a huge help for me, personally.

 

I've also overheard many a conversation wherein reps are checking into the email opens and click throughs.

 

Thanks again and have a great rest of your week!"

 

 

So far we have provided a suite of emails to help them start the conversation with new prospects and we are about to launch another set of emails to help them to progress their opportunities more quickly and with higher conversion.  It's great getting this sort of feedback from the sales team so if you are thinking about using Eloqua sales tools then I hope you find it encouraging or inspiring!

 

Mark.

 

YOU'RE INVITED:


Modern Marketing for Higher Education Webcast


Attract and convert constituents into lifelong brand ambassadors using dynamic, responsive and personalized communications.


Join us for a 30-minute information packed webcast:
One Audience, Many Interests:
Personalizing your constituent and alumni experience.


DATE


Wednesday December 4th

TIME

11am PST | 2pm EST

From Oracle Eloqua and Apex IT


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Guest Presenter:
Bryan Hinz,
Vice President, Apex IT

Apex IT is a leader in helping higher education, public sector, and corporate clients use technology to streamline their processes and increase productivity and profitability.


You can have more influence over the opinions and loyalties formed.
It takes implementing the strategies of Modern Marketing;  tactics to help you better captivate your audience based on their interests and concerns moment to moment.

You can make them feel more important, even online.

You have to have a way to anticipate what your audience is interested in and how they are looking for answers. Real time.  We call that reading and reacting to their “Digital Body Language™” and we’d like to show you how.


Why you should give us an hour of your time.
You’ll see how institutions like Harvard, NIU and Devry are tapping the latest automated social and marketing tools, to:

  • Build a loyal student and alumni base
  • Leverage social media to get to the students, alumni, recruits that are relevant to their institutions and take appropriate action.
  • Get accurate measurement and reports regarding engagement programs, events, tours etc.
  • Gauge what is being said about their “brand.”


We look forward to you joining us.


Your Friends at Eloqua

Copyright © 2013 Oracle and/or its affiliates. All rights reserved.

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YOU'RE INVITED


Webcast:


Modern Marketing for Manufacturing


Featuring Markie Winner Karen Primm of Eaton

Join us for a 30-minute information-packed webcast:
Translating campaigns into revenue, multi-channel engagement, single master control.


DATE

Thursday November 21st

TIME

11am PST | 2pm EST

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Karen Primm,

Manager - Marcom Operations

  http://images.marketing.eloqua.com/EloquaImages/clients/Eloqua/%7B7bcaca78-2109-446d-b725-110bffce3cf8%7D_eatonlogo.png


Join Karen Primm, Manager - Marcom Operations at EATON to learn:

 

  • How multi-channel, digital marketing works – and the advantages it delivers

 

  • The benefits of actively monitoring online behaviors to truly know customers and prospects by reading Digital Body Language™

 

  • How to best leverage the enhanced insights gained through powerful reporting and analytics for continuous improvement and ROI

 

  • The steps needed to make Modern Marketing part of your organization's DNA

 

 

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A RECENT RESEARCH STUDY SHOWS...

...that more than 60 percent of companies admit that the quality of what they do is held back because they don't have the resources to effectively interpret enterprise data.

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GET BEYOND THE PRODUCT LAUNCH

44 percent of the respondents agreed that their campaigns were mostly promotions around their product launches or upgrades.

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Copyright © 2013 Oracle and/or its affiliates. All rights reserved.@

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