In an increasingly competitive marketplace, the marketing function is clearly emerging from the background and taking a more central role in the distribution efforts of wealth and asset management firms. Firms now rely on the marketing team to enhance the productivity of the salesforce and lead client engagement and retention initiatives. Successful marketers, in turn, recognize that they must demonstrate the strength of their firm's brand in a compelling and measurable manner through cross-platform experiences in order to retain assets and win new ones.
An effective brand strategy builds familiarity, conveys quality and increases the likelihood that investors will do business with your firm. It also provides organizational focus and direction. But in today's fragmented market, it is challenging to "brand" investment excellence and client commitment in a way that stands out from hundreds of competitors.
In this MMI NetMeeting, a panel of senior marketing executives discuss where they are finding opportunity in the current environment and specific strategies to maximize brand value. Discussion topics will include:
- Creating brand differentiation
- The ROI challenge
- Digital accountability
- Market share vs. revenue growth
- Analytics-based marketing campaigns
Arlen Oransky, SVP, Chief Membership and Programs Officer, MMI
Bill Baldenko, Associate Publisher, Barron's and Barrons.com
Bob Cunha, Managing Director, Marketing and Distribution Strategy, Eaton Vance
Rich Aneser, Chief Marketing Officer, Lincoln Financial Group Distribution
Cathy Stahl, Global Head of Marketing, PIMCO