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Marketing

January 12, 2017

5 min read

Financial Marketing is a Process: Defining and Executing an End-to-End Marketing Process

By Shane Stiles and Sarah McNabb Whether you’re a fund manager, investment advisor or broker, whether you’re selling retail or institutional trading, or raising assets for a fund—marketing starts with a process. The goal of a well-defined marketing process is to generate leads that can then be converted to clients through the efforts of automated marketing and sales tactics. Marketing Infrastructure Before you begin to define your offers and campaigns, your marketing infrastructure --the engine for your marketing fuel-- must be defined. The leads generated by your offers are best managed within a customer relationship management (CRM) software. A good CRM allows businesses to not only store client info and track a sales process, but to gain insight into customer and lead behaviors so they can be marketed to according to their actions. Better CRM systems integrate data from your website, providing measurable stats, segmenting interested contacts who have completed...

Roadmap to Strategic and Compliant Email Marketing

Email marketing continues to be one of the most effective and cost-efficient tools in the marketer’s toolbox. But strategic and compliant email marketing is not easy. Marketing automation and emerging technologies supporting account-based marketing allow you to make emails far more relevant and personalized. Marketing automation allows you to segment and deliver emails to just the right audience at just the right time. However, before you experiment with these advanced strategies, it’s important to start with the basics. Here are some steps to help you establish your basic strategy for effective and compliant email marketing. Email Marketing – Cutting Through the Noise The average business executive receives hundreds of unsolicited emails every day and is getting very good at blocking unwanted messages. Consequently, mass marketing techniques no longer work. You can’t treat email marketing like a simple numbers game. For your emails to get noticed, they have to cut through...

Business Development and Marketing

Business Development Panel (3:50-4:40PM) - Do you feel overwhelmed because you're offering every trading platform in existence? Do you scramble to keep up with every new service or product you read about? You need to attend this panel! Moderated by Financial Marketing and Technology Specialist Shane Stiles of Gate 39 Media, during this 50 minute session three firms will share their secrets for longevity accomplished by developing and sticking to a clear marketing focus. A marketing focus which targets and specializes in a specific segment of the market, products or clients. That specialization makes these three successful firms very unique. Panelists include: JonPaul Jonkheer, IASG (registered since 1992) Jeremy Shelton, Allendale, Inc. (registered since 1984) Ken Packard, Daniels Trading (registrations since 2003)

CME QuikStrike

CME Group is excited to partner with QuikStrike to provide customers with a free interactive option pricing and analysis tool. This resource provides a view into a large breadth of our options contracts, in addition to visibility into current and historical volatility (by strike), concise volume and open interest information, delta sheets, options pricing analysis, spread analysis & risk graphs. Visit cmegroup.com/quikstrike for more information. Video Link

Life of a Brokerage Firm

Life of a Brokerage Firm “If it were easy, everyone would be doing it,” is the old adage when it comes to commodities trading and brokerage. Our work can be very rewarding but at the same time comes with a unique set of challenges that we all must overcome in our own ways, all the while trying to keep our sanity. The trading and brokerage business has changed greatly over the years as regulations have increased and technology has become a part of everyday life. The current state of the futures industry is quickly changing and this article series is intended as an educational and informational resource for the industry. Commodities brokers and brokerage firms have been attempting to adapt to new environments from a regulatory and technology perspective for a number of years now. Some have done so very successfully and others have struggled to make the necessary transitions....

Two Key Ways to Tackle the Derivatives Cost Challenge

Two Key Ways to Tackle the Derivatives Cost Challenge By John Omahen, vice president - post-trade derivatives, FIS In today’s low-margin futures and derivatives business, low interest rates and high operating costs in the clearing community are causing enormous strain on profitability. For firms who have decided to remain in the business, their top priority is ensuring their operating model is sustainable by implementing more efficient technology and finding cost-effective ways to perform their middle- and back-office operations. However, doing more of the same will not be enough for most sell-side institutions in the derivatives clearing business. They will need to take a more radical approach to find those cost savings than they ever have before. With the “keep the lights on” costs increasing every year for firms, the issue has never been so critical. In the past when investment banks were looking to alleviate costs, they turned to a...

The Best Long Term Source for Qualified Leads

Highlights and takeaways from the CopyBlogger Authority Rainmaker 2015 conference in Denver, CO. It was a useful conference focused on the full lifecycle of content marketing. I’d like to share a few takeaways with you. Focus on Creating Your Own Audience A key theme was building an owned audience. Too often, marketers rely on other platforms for audience — whether it’s a trade publication, an industry site, or a social media platform. We refer to the audiences on these platforms as “rented.” Relying on a rented audience is like building a house on rented land. Eventually, you’re going to lose the house. The same is true of renting an audience. I hear countless stories of firms that “built on rented land” only to have the deal changed. For example, in the past few years, lots of marketers, particularly in consumer-facing businesses, built out large Facebook audiences based on people who...

5 Things Your Mother Never Told You About Your Reputation

How reputation management works and why you need to work yours! I admit I was that mother that told her children, “It doesn’t matter what other people think about you. It just matters what you believe about yourself.” I was wrong. Perception lives in the minds of the people we encounter – our clients, colleagues, managers, brokers, etc. – and their perception of who we are and what we have to offer directly influences their willingness to give us what we want. Do your clients consider you trustworthy, knowledgeable and confident in your recommendations? Or, do they see you as difficult to deal with and non-responsive? The impact of reputation to your career and business is significant! Managing and directing the way your target audience perceives you could be the most critical career tool you use. Reputation management, and personal branding, takes much of the mystery and randomness out of...

GIB Boot Camp: How to appeal to your FCM

The futures industry is ever evolving and in case you haven't noticed there are fewer and fewer FCMs interested in taking on new GIB business. A myriad of items and issues are responsible for the change in appetite the FCM has for GIB business. In particular the increase in regulatory oversight and concern for exposure to fines and other sanctions have resulted in the FCM community stepping up their review process for new IB applicants as well as retention process for existing guaranteed IBs. The FCM business has not been the most profitable in the recent past as the economy struggled and interest rates have been stagnant, which historically was a major source of revenue within the FCM community. The largest issue for the FCMs in taking on new (or keeping smaller existing) GIB relationships is the risk, which comes in many forms these days such as regulatory risk, market...

Two-minute primer on leveraging your brand

I’ve met many traders, brokers, and introducing brokers having covered the derivatives arena for 30 years. Some have been memorable, some not. Typically why they are memorable is for a few reasons: a) performance, especially as a trader, b) what sets them apart, that is, what makes them special, especially as a broker, and c) keeping up the relationship, in other words, they continue to keep in touch even if they don’t see an immediate benefit. From a journalist’s point of view, brokers, large and small, are typically the easy people to access. They are happy – usually – to provide information as well as spout their wisdom.  Traders, not so much, unless they are trying to raise money. Nonetheless, here are a few ways of getting your name out there to get noticed. Who are you? I’ve visited several IB web sites (all important) that don’t even introduce the...

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