Maximising ROI with video and marketing automation for wealth and asset management marketers [PODCAST]
Jeremy Stinton from online video platform Buto, interviews Andrew Scott of White Marble, on why using video with marketing automation drives bigger ROI for wealth and asset managers.
Transcript of video and marketing automation podcast
JEREMY: Hello and welcome to today's podcast.
I’m Jeremy Stinton and I head up customer success at intelligent video hosting platform Buto. We're going to be talking about marketing automation and, specifically how it can be used with video to drive return on investment. I’m joined by Andrew Scott from wealth and asset management marketing experts White Marble.
JEREMY: So tell us a bit about why marketing automation is such a hot topic right now?
ANDREW: Well, I think a few reasons for that and perhaps the first one is because everyone feels they should be doing it, so if you’re running marketing in our industry right now, there's a lot of pressure on you to be sort of showing that you're doing digital marketing and marketing automation and lead scoring is a big part of that. But I think it’s because really people are needing to see tangible results and marketing automation with lead scoring starts to deliver real tangible data for both marketing and sales teams.
So tangible results is one thing, and then secondly, I think also it’s about delivering personalisation at scale. There’s really no other way that you can deliver personalised experiences you know, to large sets of clients and prospects without using these kind of automation tools. And turning specifically to video,
JEREMY: How could video help clients build their marketing automation, opt in contact lists and that sort of thing?
ANDREW: Video’s a cornerstone of a lot of content marketing plans, as it rightly should be. But I think what people are really starting to do is realise that it’s not good enough just to produce a video, to distribute it and then hope people are engaging with it.
So what we're starting to see is a lot of people really starting to want to leverage their video content through the use of calls to action, putting forms over the top of your videos to start to gather, intelligence and information from clients and prospects as they interact with with your video.
JEREMY: So how can video be introduced into lead scoring models ?
ANDREW: We’ve worked with a few clients who of course are building out lead scoring models and working through the customer engagement sort of experience, the journey and figuring out what scores to assign to different elements of different channels and learning from that around what the different scores mean, in terms of people’s propensity to actually go through to be a qualified lead. And with video of course, you’ve got the the ability to measure engagement with the videos, so your lead scores could be around not only just watching the video, but how far through the video people have watched and also any kind of overlays and interactions you’ve built onto that video to make your video content work harder.
JEREMY: And what other benefits can marketing glean from this type of activity?
ANDREW: I think primarily it’s about who and what isn’t it? So it’s all about giving marketers much more intelligence about who is viewing in this case, their video content, what particular segment those people are part off and the type of content that they're engaging with.
And to be honest, it's also about deciding which sort of video content that they should carry on producing and which sort of content just doesn’t being engaged with. And increasingly, obviously marketing are working more closely with sales.
JEREMY: How can sales benefit from all this as well?
ANDREW: It really is just providing sales in the same way as marketing, really with more intelligence about what their clients are doing. And lots of people have started off on a lead scoring model and you know, churned out massive lists of client interactions or engagements and sent that off to sales.
But what sales really want is those highly qualified leads. Building up a lead scoring model that sits across all of these different types of content in agreement with sales as to what defines a marketing and sales qualified lead and then being able to deliver to sales that complete picture of these are the sorts of topics that prospects or clients are interacting with.
You know, this is how long they’ve interacted with it. This is what they did after they interacted with it, to build up that picture that gives them the tools they need to go off and have the final kind of face to face interaction with the client.
JEREMY: So some really powerful stuff there for sales and marketing. Have you got examples of where this has been particularly successful ?
ANDREW: Yeah, it is difficult to name firms because some of the firms we’re working with, but I guess what I would say is where I’m seeing it being successful is where firms have built up a very strong model of how all of their marketing technology fits together and how they’re going to bring clients down through the funnel through all of these engagement points and turn them into qualified leads.
So it’s the firms that have thought out their marketing tech stack. They’ve thought about the skills that they need to build and run that and have engaged and kind of got buy in from within their own businesses. Actually, how they’re going to use all of that to deliver those leads.
JEREMY: In conclusion, what advice would you give if somebody’s really at the start of this process, what would be your advice to them ?
ANDREW: I think there’s probably about four things.
I think that the main thing is to, not start with the technology, but start with the user cases if you like, of what it is that you’re going to do, what it is you’re trying to achieve out of it. That's perhaps the first point. Start with how you going to use it and then figure out what technology you need to buy to support that.
I think the second one is starting small. You don’t have to implement this across your entire CRM database. You can pick out a very small segment. You could pick out five hundred or one hundred prospects and work to understand what does engage people, what doesn’t engage people.
I think there's quite a chain of activity that leads up to marketing automation, and that's everything from the people who are writing content to perhaps the sales team to investment content writers, to compliance. There's a whole bunch of people that need to buy in to be able to deliver a content pipeline and automation and lead scoring.
And then finally, I think, perhaps finding support of internal stakeholders. So wether that’s someone in a particular region or a particular part of the business. You know who’s prepared to embrace new approaches to achieving reach and leads and work with that stakeholder to deliver pilots. And as you prove success, then it’s your opportunity to roll it out across your firm.
JEREMY: Sounds like great advice. Thanks, Andrew.
So it’s clear that marketing automation can be massively powerful for wealth and asset management marketers, especially if it’s part of a well planned implementation and is supported by stakeholders across the business.
What's also clear is that video, combined with marketing automation, can play a crucial role in improving ROI via in video contact capture, identifying what content is working and importantly, building a specific picture of individuals and their place in the funnel in lead scoring models.
If you want to find out more about Buto and using video with marketing automation, click the link on screen now.
Many thanks once again to my guest, Andrew Scott from White Marble, of course, to you for listening.