Data is a hot commodity. You can barely get through a sales or marketing meeting before someone asks for data to back up a statement or validate a strategy. Despite this, companies are constantly making marketing decisions based on what they think their customers want to hear or see. As a result, companies are losing out on valuable engagement and revenue because they are guessing at the answer to “What does my customer want?” rather than looking for the answer in their valuable customer data. The insights found within this hard-won customer data — often left to collect dust — could help companies be more customer-centric in their marketing, build better relationships through the marketing funnel, and get the next sale, but they are difficult to identify and rarely brought to bare.
Upwards of 64% of businesses struggle to personalize content for their audience, and the “guessing” game over data-driven is a major contributor¹. Professional service providers — particularly those in financial services and wealth management — are often the guiltiest when it comes to leaving vast valuable datasets unused, despite having some of the most valuable data on their customers. With the evolution of modern media tech platforms and the critical importance of relevant content marketing to drive engagement, the status quo no longer works for wealth management or their customers. Industry leaders are realizing that they need to apply the data-driven techniques of new media tech platforms to retain and grow business with content.¹
When it comes to content, research shows that customers’ demands have shifted. Customers want and expect personalized experience from content marketing; in fact, over 50% of customers want to receive relevant, personalized content marketing, particularly from banks.² Vestorly’s own research proves this. Most financial services companies and wealth managers send the same marketing email to every single one of their clients, but Vestorly has seen that personalizing email newsletters leads to 3X increased engagement.³ Financial services must be able to identify and put to work valuable customer insights in order to keep up.
Vestorly has seen both this data challenge and data shift firsthand with customers. The first hurdle many financial institutions and wealth managers encounter is simply identifying what can be used to personalize and put data to work. It’s right there — financial institutions and wealth managers have information on customers’ portfolio holdings, stocks, bonds, retirement, and life stages. When it comes to execution, AI-driven content marketing platforms like Vestorly can help. Businesses can use this data to personalize content in an email newsletter down to the individual level based on what is most relevant to customers and their portfolios. This customer data also signals important life stages for customers — marriage, saving for college, buying a house, retirement. Wealth managers have the opportunity to provide real value for customers by helping them prepare for these stages with relevant, real time content recommended by Vestorly’s data-driven content recommendation engine.
Financial services has reached an inflection point as companies are identifying powerful insights that now can make the client engagement experience better for customers and more valuable for themselves. Leveraging AI-powered tools like Vestorly to learn about customers and surface ongoing, optimized content recommendation and engagement opportunities based on customer data for personalized content experiences is both powerful and effective. This brings content to the forefront of the financial planning experience, enhancing education and engagement. Leveraging data is and will continue to change the face of business whether companies are ready for it or not. Now is the time to take action.
¹LinkedIn/Edelman B2B Thought Leadership Impact Study, 2019
²The Harris Poll, 2017
³Vestorly Personalized Engagement, 2018