"Market Like It's 2017" – Hearsay Summit
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Hearsay Summit 2017 keynote from Clara Shih, Hearsay CEO and Founder. #HearsaySummit
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"Market Like It's 2017" – Hearsay Summit
- 4. WE’VE WITNESSED THE ULTIMATE MARKETING RENAISSANCE Source: Internet sales by device, Gartner, IDC, BI Intelligence Personal computers Smartphones Tablets
- 5. INTIMATE ON-DEMAND ADULTS KEEP THEIR SMARTPHONE WITHIN ARM’S REACH 100% OF THE TIME 91%
- 6. 112% close rate when text messaging used
- 7. THE LAST DECADE HAS GIVEN RISE TO A WAVE OF DISRUPTIVE STARTUPS
- 8. MANY OF YOUR FIRMS HAVE INVESTED HEAVILY IN MOBILE
- 9. BUT YOUR ADVISORS CONTINUE TO MARKET IN 2017 LIKE IT’S 2007 Phone Call ($5-13/call) Direct Mail ($1/mailing)
- 10. YOUR ADVISORS ARE TRYING TO GET WITH THE TIMES Over HALF of advisors admit to texting for business
- 11. BUT THEY NEED OUR HELP “Opt-in required” TCPA (USA) / CASL (CAN) / GDPR (EU) “Records must be retained” SEA 17-a3, 17a-4 FINRA 4511
- 12. CORPORATE MARKETING CLOUD ADVISOR CLOUD CRM CLIENT Social Selling Advisor Websites Personal 1-1 Email Advisor Texting Local Advertising Brand Social Corporate Website Marketing Automation Mobile App Brand Advertising ADVISOR CLOUD HELPS ADDRESS THE GAP
- 14. CONVENIENT 1
- 15. WORK WITH, NOT AGAINST, YOUR CUSTOMERS “Don’t make me pinch and zoom” “Don’t make me go to my PC” “Don’t make me login or download anything"
- 16. of texts are opened 98% Texting builds quality, intimate relationships CUSTOMERS EXPECT INSTANT + MOBILE average text response time 90seconds of email opens are on mobile 70% Up to Source: eMailmonday– “the Ultimate mobile email stats” (2016) - 70% email stat
- 17. SOCIAL SITES EMAIL TEXT CUSTOMERS EXPECT INSTANT + MOBILE
- 18. MULTI-CHANNEL DIGITAL TOUCHES BUILD LOYALTY *Source: FPA Study, “Communication Evolution: Financial Professionals and the Future of Thought Leadership” 2016; Cultivating the Middle-class Millionaire Email Relevant Articles Advisor Website/Blog Social Media` In-Person Workshops / Seminars CLIENT PREFERENCE FOR ENGAGEMENT CHANNEL WITH ADVISOR Loyal clients have 2+ touches per month on non-investment matters*
- 20. DESIGN FOR HOW ADVISORS WORK “Don’t make me log in to ten systems” “Don’t make me do everything manually” “Don’t make me do it alone”
- 21. 40% 17% 10% 24% 5% 4% Advisor Time Allocation Contact Existing Clients Prospecting / New Client Acquisition Portfolio Management Administrative Tasks Source: PWC Survey, 2009 MAKE THIS EFFICIENT AND CONVENIENT FOR CLIENT AND ADVISOR DESIGN FOR HOW ADVISORS WORK DON’T ADD TO THIS
- 22. Build Awareness NurtureProspect Retain & DeepenClose WE MUST ENABLE ADVISORS TO ENGAGE ACROSS THE FULL FUNNEL 1-TO-MANY SOCIAL PROFILE / WEBSITE / CONTENT POSTING 1-TO-1 TEXT PERSONAL EMAILS
- 23. SOCIAL SITES 360/MAIL MESSAGES HEARSAY ENABLES ADVISORS TO MARKET AND SELL LIKE IT’S 2017 One place to go 100% mobile-optimized Built for collaboration Compliance included
- 24. HEARSAY SOCIAL™ 2017 Best-in-Class Advisor/Agent Social App FB Video, FB Ads, Auto Campaigns Social Signals, now with Twitter LinkedIn / Facebook Messenger* COMING SOON NEW NEW SOCIAL
- 25. DRIP CONTENT WITH AUTOMATED CONTENT CAMPAIGNS “Don’t make me do everything manually” SOCIAL
- 26. FINRA / TCPA / CASL Attestation Flow Scheduling & Reminders MMS Support for Photos Web Team Texting Console HEARSAY MESSAGES™ NEW NEW MESSAGES
- 28. Unified Publishing + Profiles Built-In SEO Mass Localization Advisor Locator / Agent Locator HEARSAY SITES™ NEW NEW SITES
- 29. Personal + Personalized for Every Client Integrated Content Library Smart Action List Drip Campaigns *Based on holdings, hobbies, interests, personality, etc. Coordinated with Corporate HEARSAY 360™ V S NEW 360/MAIL
- 31. DATA-DRIVEN 3
- 32. SMART AI FOR ADVISORS: HEARSAY ACTION LIST Built-in practice management Suggested client actions and follow-ups CRM integration
- 33. SMART AI FOR COMPLIANCE + SUPERVISION Intelligent Alerts Compliance Risk Meter Auto-remediation Tablet-optimized experience
- 34. SMART AI FOR BETTER CLIENT EXPERIENCE LIFE EVENT Got engaged PREFERRED CHANNEL Text INTERESTS / LIKES TEACH ME MARKETS & ECONOMY RELEVANT TO MY LIFE STAGE PHILANTHROPY RETIREMENT TAXES ALERT ME MARKET CHANGE EVENTS INTERESTING OPPORTUNITY BILLING AND PAYMENTS ADVISE ME AGING PARENTS SAVING FOR COLLEGE SELLING MY BUSINESS ANNUAL REVIEW GET ME TO ACT PERSONALLY CONNECT INTERESTS & HOBBIES BIRTHDAYS ANNIVERSARIES CONGRATS
- 36. 2017 2007
- 37. 2007 2017
- 41. THANK YOU