Escalent
Escalent
Cogent Syndicated

Back by popular demand but with a new twist, Cutting Through the Marketing Clutter™ 2.0 evaluates the best-in-class strategies for maximizing the reach and impact of advisor-based marketing initiatives. The report will explore everything from traditional mediums to digital platforms. This year’s study is expanded to take a unique look at clients vs. prospects and includes a special focus on the defined contribution (DC) market.

Cutting Through the Marketing Clutter 2.0 takes a twofold approach, helping asset managers, DC plan providers and DC investment managers optimize engagement with current producers while also maximizing the impact of their
prospecting efforts. The report is specifically designed to help firms determine the best way to allocate their marketing spend and differentiate their outreach to stay relevant and competitive.

Value

The report will enable subscribers to:

Boost Client & Prospect Engagement
Identify the most effective communication strategies to increase advisor engagement with current producers and prospects

Uncover Best-in-Class Practices
Understand best-in-class practices across a full spectrum of content including
traditional, digital and emerging platforms

Improve Marketing ROI
Optimize budgets by maximizing reach and impact of marketing campaigns

Methodology

  • 45 advisors with at least five years of industry experience and $25 million
    or more in AUM who are actively managing DC plans
  • At least 10 advisors from the national wirehouse, independent, regional and
    RIA channels
  • Mix of different age groups, tenure, AUM levels, DC producer levels (including DC specialists managing $50M+ in DC AUM) and digital usage
  • Potential to include your own client sample/oversample
  • Online discussion boards and virtual ethnographies
  • A mix of marketing materials will be reviewed (pre-subscribers have an
    opportunity to submit material for evaluation on a proprietary or public
    basis)

Areas of Inquiry

Advisor Communication Preferences

  • Daily habits and current marketing consumption behavior
  • Advantages and disadvantages of various communication modes
  • Value and perceptions of specific provider collateral

Content Relevance

  • Emerging trends in advisor marketing
  • Best-in-class content and pain points across mediums
  • Types of thought leadership most likely to go viral
  • Unmet needs for advisor content, tools and resources

Personalization Strategies

  • Deep understanding of advisor marketing segmentation
  • Ideal frequency of refreshing and releasing digital and print content
  • Types of content with the best chance of resonating with distinct advisor
    segments

Brand Differentiation

  • Market leaders or go-to providers that advisors rely on most
  • How best-in-class marketing content influences brand loyalty and
    consideration
  • Brand-specific detractors and associated pain points

Subscription Details

Publication Date: April 2020
Deliverables:

  • Copies of the screening instrument, participant profiles and online bulletin
    board transcripts for pre-subscribers
  • Detailed report with analysis, commentary and strategic implications
  • Customized presentation including evaluation of supplied content for pre-subscribers

Investment: $40,000

Cutting Through the Mkt Clutter 2.0
Preview