FS FORUM: CONTENT INTELLIGENCE - The Financial …CONTENT INTELLIGENCE Bank Deposits Credit Cards...
Transcript of FS FORUM: CONTENT INTELLIGENCE - The Financial …CONTENT INTELLIGENCE Bank Deposits Credit Cards...
CONTENT INTELLIGENCE
FS FORUM:
CONTENT INTELLIGENCE
Andrew Davies – Co-Founder & CMO
CONTENT INTELLIGENCE
“I GOT 99 PROBLEMS
BUT A CLICK AIN’T ONE”
CONTENT INTELLIGENCE
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
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USERS CONSULT 13.2 SOURCES
ON PATH TO PURCHASE
Google ZMOT Research
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Bank DepositsCredit Cards
InsuranceInvestments
8.98.6
11.7
8.9
No. of Sources Consulted
WHEN PURCHASING FINANCIAL SERVICES
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TRADITIONAL BUYING MODEL
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ZERO MOMENT OF TRUTH
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75%
84%79% 79%
91%
81%
94% 94%
79%
47%
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 INTELLIGENCE
CONTENT MARKETING DEFINITION
The distribution of useful content in order to
engage, understand and influence a target
audience towards a commercial goal.
CONTENT INTELLIGENCE
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 INTELLIGENCE
CONTENT INTELLIGENCE
CONTENT MARKETING MATURITY
CONTENT INTELLIGENCE
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
CONTENT INTELLIGENCE
CONTENT INTELLIGENCE
“A man’s bookcase will
tell you everything you
need to know about
him”
Walter Mosley
CONTENT INTELLIGENCE
INTRODUCING:
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CONTENT INTELLIGENCE
IDIO CLIENTS
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YOUR CONTENT IS UNDERUSED
CONTENT INTELLIGENCE
YOUR CONTENT IS UNDERUSED
60-70% of your content sits
unused.
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YOU THINK YOUR FUNNEL LEAKS
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YOU THINK YOUR FUNNEL LEAKS
72% of leads don’t
engage after the first click.
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YOU’VE HEARD YOUR REPS ON
AN AWKWARD CALL
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YOU’VE HEARD YOUR REPS ON
AN AWKWARD CALL
42% of reps don’t have the
right info before calling.
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YOU KNOW THE TENSION
BETWEEN SALES AND MARKETING
CONTENT INTELLIGENCE
YOU KNOW THE TENSION
BETWEEN SALES AND MARKETING
Poor marketing/sales
alignment can cost up to
10% of revenue
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IDIO INSIGHT
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IDIO ENGAGE
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IDIO FOR SALESFORCE
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YOU WROTE WE UNDERSTOOD
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UNDERSTANDING UNIQUENESS
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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.
CONTENT INTELLIGENCE
INTERESTS BY FUNNEL STAGE
Lower funnel conversion:
Fill Out a Demo Form
Top of funnel conversion:
Sign-up for Newsletter
CONTENT INTELLIGENCE
CROSS CHANNEL PERSONALISATION
1-2-1
personalization
based on real-
time interests
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AND THEN INTO THE SALES ARENA
CONTENT INTELLIGENCE
HELLO RELEVANCY, RELATIONSHIPS, REVENUE