Wealth and asset management clients expect tailored experiences, starting with how products and services are marketed to them. For marketers, those elevated expectations mean high pressure. If clients don’t like what they see, there’s a growing number of fintech startups eager to steal their attention.
To stand out from the competition and generate pipeline, marketers need to customize campaigns and content based on a client’s background and preferences. However, in a heavily regulated industry like wealth and asset management, personalization can never compromise compliance.
While AI can help meet demands for client-specific outreach and documents, you need to balance how your team uses the tools with privacy and security. The risk of non-compliance and inconsistent messaging is even greater when advisors and wealth managers use GenAI to create content without involving marketing.
As a marketing leader, you’re responsible for how your messaging performs in sales conversations. You need to work together with sales to bring deals over the line. A GTM performance system can make the difference.
Consistency across advisor networks
If your firm works with advisor networks, consistent messaging can feel impossible. Each advisor owns their client relationships, and communication styles vary widely. Your marketing team provides materials and support, but you can’t be sure if that messaging is getting across in conversations with potential clients.
Even when advisors are operating under their own brand, they’re representatives of the network and the parent company. The reputation that your marketing team has worked hard to build will quickly start to crumble if advisors deliver poor experiences to discerning customers. You need to make it easy for advisors to find approved content, personalized to capitalize on every opportunity.
While an underperforming network is detrimental to the brand, successful advisors ladder up to your marketing efforts. If the network as a whole is known for having a high concentration of successful advisors, the brand becomes a premium destination for high-net-worth clients. This all leads to stronger pipeline and increased revenue. With the right systems in place, you can tie that growth to your marketing efforts.
Compliance adds complexity
A range of regulatory bodies governs the wealth and asset management industry. The Financial Industry Regulatory Authority (FINRA) and the Securities and Exchange Commission (SEC) determine regulations in the U.S., while the Investment Industry Regulatory Organization of Canada (IIROC) governs Canadian advisors.
Marketers need to closely control what content advisors create and share with customers. If advisors and wealth managers aren’t using marketing-approved, up-to-date assets, there’s a greater risk of non-compliance. Regulations change frequently, and a previous version of a document might not meet the latest standards. The stakes are high. Non-compliance can lead to serious penalties and fines, and marketing leaders are responsible for content that violates regulations.
Even when advisors and managers are armed with the right content, messaging can go awry in client conversations. Wealth managers are under pressure to respond quickly to questions on complex products and services. While it’s impossible to know every detail by heart, improvising can cause deals to fall apart. Your marketing materials will have no impact if advisors don’t use them when it matters most.
Clarity and control with Highspot
For wealth and asset management firms, the antidote to complexity is a unified GTM solution. With Highspot, marketing efforts influence every sales conversation, whether they’re a company employee or advisor in the network. Advisors and wealth managers get the content they need to personalize customer interactions directly in their workflow. And that allows them to seamlessly deliver the messages that close deals.
Highspot’s content management allows sellers to accelerate deal velocity without straying away from core, compliant messaging. Scale control across your library with centrally managed policies, compliant workflows, and content automation that controls customization.
AI tools in particular allow wealth and asset management firms to scale up personalized experiences. During client conversations, AI agents can quickly surface relevant insights to field difficult or unexpected questions. AI continues to support sellers between meetings by suggesting the best next steps and relevant content to keep up the momentum.
Before a seller gets on the phone with a high-stakes value prospect, they can prepare using AI Role Play. Advisors and wealth managers can practice managing specific buyer objections and fine-tune their messaging based on instant, objective feedback. With conversational intelligence, marketing leaders finally get visibility into how content and messaging perform in real client conversations.
At the end of the day, you need to prove the impact of your marketing efforts. Analytics provide an unbiased assessment of how marketing actions shape business outcomes. You can use the data to identify which content is moving the needle, fix what isn’t working, and guide your next steps. Human feedback is equally important. When advisors share their own experiences and what they’re hearing from clients, marketers understand what works and where the gaps lie.
Go beyond content management
For marketing efforts to translate into business outcomes, everyone needs to align on messaging and best practices. That’s only possible if your team can extend its influence beyond content management and lead generation.
With a GTM performance system, you can stay involved as deals progress and ensure advisors and wealth managers have everything they need to personalize without risk.
Your firm can’t afford to rely on outdated approaches to content and marketing. To learn how to build a modern GTM performance system with Highspot, read: Marketing That Wins Deals: How Future-Ready GTM Teams Drive Pipeline and Revenue Impact.
