FS FORUM: CONTENT INTELLIGENCE - The Financial …CONTENT INTELLIGENCE Bank Deposits Credit Cards...

transcript

CONTENT INTELLIGENCE

FS FORUM:

Andrew Davies – Co-Founder & CMO

“I GOT 99 PROBLEMS

BUT A CLICK AIN’T ONE”

THE CHANGING CONSUMER

B2B/B2C are converging to P2P

• 40% of ‘mass affluents’ use social media for Financial Research

• 65% want global financial institutions to educate them

• 28% of investment professionals use Twitter for research, and

• 12% made an investment based on Twitter

USERS CONSULT 13.2 SOURCES

ON PATH TO PURCHASE

Google ZMOT Research

Bank DepositsCredit Cards

InsuranceInvestments

8.98.6

No. of Sources Consulted

WHEN PURCHASING FINANCIAL SERVICES

TRADITIONAL BUYING MODEL

ZERO MOMENT OF TRUTH

84%79% 79%

94% 94%

79% 79%

Bank Deposits Credit Cards Insurance Investments

Financial Services Purchase Journey

% Relying on Stimulus % Relying on ZMOT % Relying on FMOT

• Read magazine/newspaper articles

• Read an email or mail from a financial services org

• Saw an ad on TV or online

• Searched online• Sought out a financial

services org website• Talked with friends• Read reviews online• Read comments online• Comparison shopped

online

• Talked with a financial services org rep in-person

• Talked with a customer service rep on the phone

• Read brochure in a financial services branch

RELIANCE ON ZMOT SOURCES

CONTENT MARKETING DEFINITION

The distribution of useful content in order to

engage, understand and influence a target

audience towards a commercial goal.

CONTENT MARKETING DEFINITION

The distribution of useful content in order to

engage, understand and influence a target

audience towards a commercial goal.

creation + curation

information + entertainment that provides utility

revenues - costs

change perceptions + behaviours

pull towards you

find out why

known personas

CONTENT MARKETING MATURITY

BOTH MALE

BOTH BORN 1948

BOTH GREW UP IN THE UK

BOTH HAVE DIVORCED & RE-MARRIED

BOTH HAVE TWO GROW UP SONS

BOTH ARE VERY WEALTHY

BOTH SPEND HOLIDAYS IN THE ALPS

BOTH ARE WORLD FAMOUS

“A man’s bookcase will

tell you everything you

need to know about

him”

Walter Mosley

INTRODUCING:

IDIO CLIENTS

YOUR CONTENT IS UNDERUSED

60-70% of your content sits

unused.

YOU THINK YOUR FUNNEL LEAKS

72% of leads don’t

engage after the first click.

YOU’VE HEARD YOUR REPS ON

AN AWKWARD CALL

YOU’VE HEARD YOUR REPS ON

AN AWKWARD CALL

42% of reps don’t have the

right info before calling.

YOU KNOW THE TENSION

BETWEEN SALES AND MARKETING

YOU KNOW THE TENSION

BETWEEN SALES AND MARKETING

Poor marketing/sales

alignment can cost up to

10% of revenue

IDIO INSIGHT

IDIO ENGAGE

IDIO FOR SALESFORCE

YOU WROTE WE UNDERSTOOD

UNDERSTANDING UNIQUENESS

PREDICTIVE CONTENT MARKETING

Proxy Voting

Corporate Governance

Financial Controls

I’m a saturation point, you have

wasted time and

money to talk

about me.

I’m doing great,

keep up the

good work!

I’m a

content gap, I

represent lost

opportunities

that you could

convert.

INTERESTS BY FUNNEL STAGE

Lower funnel conversion:

Fill Out a Demo Form

Top of funnel conversion:

Sign-up for Newsletter

CROSS CHANNEL PERSONALISATION

personalization

based on real-

time interests

AND THEN INTO THE SALES ARENA

HELLO RELEVANCY, RELATIONSHIPS, REVENUE

THANK YOU!

Andrew Davies

Andrew.Davies@idiopatform.com

@andjdavies

FS FORUM: CONTENT INTELLIGENCE - The Financial …CONTENT INTELLIGENCE Bank Deposits Credit Cards...

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