A major investment manager launched a significant initiative to grow its market share among financial advisors. As it considered what to sell and how to sell it, the business realized that these categories do not always overlap. The firm needed new ways of defining key advisor personas to inform multiple complementary but distinct product, marketing and sales initiatives.
While organizations often think of having “a” segmentation of their customers and prospects, this company pursued a set of meaningful segmentations to serve multiple business interests.
First, Escalent launched three distinct online surveys among a robust sample of financial advisors, each having both standalone and aggregate value.
Next, we used our blended segmentation analytical approach, an iterative objective-driven process, paired with an in-person workshop to determine the right outcome for each survey. Each option showed a high degree of accuracy in assigning advisors to a segment. We also built upon each previous segmentation by including past typing tools and inferring known profiling variables to save survey space and avoid repetitive questions.
Finally, we amplified the data with variables from the Discovery database and our own Cogent Syndicated Advisor Brandscape study.
The nearly year-long process allowed us to continuously build learnings about advisors at the aggregate and individual level. In the end, the client’s database was tagged with robust information about what each advisor is likely to want and how best to communicate relevant offerings to them.
Escalent leveraged multiple data streams to serve enterprise-level goals as well as those of individual departments, embodying the phrase that the sum is greater than its parts. Ultimately, we provided the necessary insight for our client to build more relevant products and offerings and to create a lift in relevant sales and marketing targeting.
In a recent discussion amongst industry peers, we examined why trust is so crucial, how it can be measured, and the challenges and opportunities it presents in the pharma and healthcare industries.
Escalent’s K.C. Boyce shares, in this video podcast, strategic insights around the next generation of EV buyers, how companies can leverage research findings to inform brand and messaging strategy, and what energy companies need to know about branding
As asset managers increasingly focus on promoting a unified corporate brand, new data from Cogent Syndicated reveal an opportunity for messaging to help firms define their unique value proposition in the current US advisor market.
Our expert shares insight into consumers' attitudes and behaviors toward connected vehicle services, which ones they will pay for, and how the automotive industry can leverage this insight to optimize its connected vehicle services strategy for growth
Discover the latest fleet technology trends for 2024, including the rise of AI, telematics, and data analytics, and the challenges facing BEVs and AVs, for fleet decision-makers
The need for innovation persists across industries and is critical for businesses' long-term success. Escalent's Rob Darrow highlights the importance of identifying broader objectives to “break the mold” with new and reimagined products and services.
Join our investor experts, Steve Ethridge and Kristin Hall as they share insights and a first look at our new Cogent Syndicated report Trajectory of Intergenerational Wealth Transfer™ .
As financial institutions race to get positioned to capture their share of one of the largest, most historical transfers of wealth, they must understand how they can differentiate themselves to secure a competitive advantage.
As affluent investors consolidate their accounts, wealth management firms have an opportunity to win new assets. Based on data from our affluent investor research, this white paper focuses on an effective strategy for growth: targeting existing clients to convert more of their assets away from competitors and to your firm.
