In the financial services space a chasm is forming. Progressive firms are adopting marketing automation to deliver routine digital messages to prospective clients – called lead nurturing – while traditional firms are cultivating prospects using only old-fashioned methods. This is leading to a drop-off in client acquisition for those traditional firms when compared to the progressive firms that have automated their marketing practices. The problem for the traditional firms is, despite how effective those old-style tactics may be, some are losing ground to the progressive, digitally-marketed firms.
After all, plenty of statistics show most Americans use the Internet as a primary research tool when searching for products and services. That holds true in the financial services industry as well.
How can a marketing automation platform like our Lead Management Automation™ platform make the difference between inefficient marketing/sales practices and streamlined client acquisition?
Prioritizing the Best Leads
Our marketing automation platform provides a powerful way to focus your sales staff on leads that show the highest degree of interest in your services. Through a lead nurturing process that sends messages and information at scheduled intervals, the system can determine which prospects are advancing through your sales pipeline to become the hottest leads. Firms with no marketing automation platform must rely on poorly managed buying signals.
For smaller firms, scoring leads is a proven way to prioritize your prospects so the limited sales resources available can be focused on leads most likely to commit to you soon. Without lead scoring it can be difficult to determine which leads are the hottest.
Another benefit of marketing automation for smaller firms is that a well-managed marketing campaign presents a larger image to your prospects. By allowing your marketing staff to automate activities, your prospects “see” a company that appears to have a fully-staffed marketing department, which may be received more favorably than a small firm image.
Marketing automation delivers messages to more prospects more efficiently so your marketing staff can spend more time developing your brand. Once a prospect becomes a lead, the system can manage the lead development process by automatically delivering progressively engaging material until the lead passes a scoring threshold that moves him to the point where your firm’s salespeople should initiate contact. While this lead moves through the sales pipeline other leads are also being advanced to a sales-ready stage.
By using a marketing automation platform financial services firms can develop a disciplined approach to client acquisition that builds credibility through a defined series of engagements. Firms can execute email campaigns, digital advertising strategies, online surveys, and other marketing practices in a way that cultivates prospects. Leads become familiar with your firm and trust is built through a process of consistent messaging that shows interest in their well-being.
One of the most profitable revenue generation advantages financial firms have is in their ability to up-sell and cross-sell current clients. Without a marketing automation platform firms must devote personnel to contacting clients one-to-one to uncover additional sales opportunities. By using a marketing automation platform like our Lead Management Automation platform your firm gains visibility into existing clients’ interests or needs through their digital footprints and your sales personnel can be alerted when up-sell or cross-sell opportunities present themselves.
There are several more common marketing automation benefits for financial services firms. To learn about additional common benefits, and to determine how our Lead Management Automation platform will specifically benefit your financial services firm, contact our sales department at firstname.lastname@example.org or 888 895 3237.