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

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CONTENT INTELLIGENCE FS FORUM: CONTENT INTELLIGENCE Andrew Davies Co-Founder & CMO

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

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CONTENT INTELLIGENCE

FS FORUM:

CONTENT INTELLIGENCE

Andrew Davies – Co-Founder & CMO

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CONTENT INTELLIGENCE

“I GOT 99 PROBLEMS

BUT A CLICK AIN’T ONE”

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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

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CONTENT MARKETING DEFINITION

The distribution of useful content in order to

engage, understand and influence a target

audience towards a commercial goal.

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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

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CONTENT MARKETING MATURITY

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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

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“A man’s bookcase will

tell you everything you

need to know about

him”

Walter Mosley

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INTRODUCING:

CONTENT INTELLIGENCE

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IDIO CLIENTS

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YOUR CONTENT IS UNDERUSED

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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

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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.

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INTERESTS BY FUNNEL STAGE

Lower funnel conversion:

Fill Out a Demo Form

Top of funnel conversion:

Sign-up for Newsletter

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CROSS CHANNEL PERSONALISATION

1-2-1

personalization

based on real-

time interests

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AND THEN INTO THE SALES ARENA

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HELLO RELEVANCY, RELATIONSHIPS, REVENUE

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THANK YOU!

Andrew Davies

[email protected]

@andjdavies