In recent years, Digital marketers have invested in “inbound marketing” techniques including SEO, social media, content marketing and PR in order to modernize their marketing mix and attract new customers. However, these techniques alone do not drive significant revenue. This outcome is causing considerable consternation among executives over their annual spending on potentially under-performing marketing channels.

The question is, how can digital marketers revive revenue generation by connecting new inbound marketing methods with more traditional outbound marketing efforts?

Closed Loop Marketing

Utilize a “Closed-loop” Sales and Marketing process

The limitation of inbound marketing is that it cedes too much initiative to financial advisors who, as we know, are over-scheduled and faced with competing demands on their time.  Waiting for an advisor to identify that they have a portfolio problem and/or hoping they’ll google terms that land them on your website (or see one of your LinkedIn updates) is a very passive revenue generation system! It must be paired with a rather traditional marketing methodology that connects your marketing strategy to your efforts in a rational, closed-loop process that connects Marketing efforts and integrates with Sales activities. The goal is to establish end-to-end, full-funnel campaign performance using a “fail-fast” iterative approach and data-driven methodology.

Marketing Communication Strategy

Creating a closed-loop Sales and Marketing process

The process aligns marketing and sales in a continuous engagement profile.

Who we talk to:

Activate existing advisor personas, which may only exist in strategy documents, using a lead scoring and grading system to put them to work. Modern Marketing Automation systems provide digital marketers with tools to measure potential advisor profitability (lead grading) along with advisor interests (lead scoring) based on your firm’s criteria. This process will provide Marketing and Sales with clarity on which advisor prospects need to be nurtured and which advisors are Marketing Qualified Leads (MQLs) ready for Sales to review and accept.

What they need:

Asset Management digital marketers know the common challenges facing financial advisors.

Common Financial Advisor Challenges:

  • Differentiating themselves from their competitors
  • Justifying their fees and navigating an accelerated shift from commission-based to fee-based accounts
  • Growing their client base
  • Adapting their behavior, digital tools and agenda to their clients’ way of life

Analyze your financial advisor customer segments and identify their urgent and visible problems. Let’s use an example. Iet’s imagine your best advisors are nearing retirement themselves and may be thinking about selling their book in the next few years. How does their need impact what you say and how you say it?

What we say:

Too many asset managers still have materials and digital properties that read as a brochure about their firm. Rather than utilize an “inside-out” approach, start with an empathetic approach to increase the relevancy of your messaging. Using our advisor retiring example, we’ve studied the copy, design, voice and tone used by vendors that assist advisors in selling their practice (e.g. Succession Link  and FP Transitions) and we’ve adopted this style for our specific customer segment.

How we talk to them:

Now, finally, you re-introduce inbound marketing into the picture. Our closed-loop process has allowed us to identify and measure our ideal, ready-to-be-nurtured audience of advisors. You understand their challenges, and you have several hypotheses as to what messaging they will find relevant – in other words, you know what to say to engage them. It’s time to implement marketing channel tactics by determining the type, sequence of timing for deployment of integrated demand engagement programs. Remember, digital engagement is enabled by a complex technology stack. Websites that are effective in lead development and advisor engagement depend on a range of tools and processes that consume, generate and share data. And while this revenue systems layer underpins advisor engagement, the visual experience advisors have remains as important as ever. Good marketing still depends upon good design.

This leads one to question “How can I measure results?” 

5 tips for using hubspot

HubSpot is a premier marketing and sales software platforms for inbound marketing. For HubSpot Partner Agencies, one of the main benefits is that, instead of having various marketing and software systems in place and having to switch between them all, HubSpot allows your business to have a one-stop shop for all of your marketing and sales needs.

However, migrating your existing website and software capabilities over to HubSpot can be tedious at times – albeit rewarding in the end. Once you’ve integrated HubSpot into your technology systems, you have their vast array of features at your disposal.

To help with this process, here are 5 tips for using HubSpot that we recommend for anyone starting out in HubSpot.

Read more

email marketingWith the rise of social media, many “traditional” online marketing tools have fallen out of the spotlight in the glamorous new world of Facebook, Instagram, and Snapchat. Marketers scramble to discuss the latest marketing campaigns which can be implemented with social media.

However, email marketing is one of the marketing tools that should be discussed in earnest. Email marketing is still useful and has its place in the modern B2B marketer’s repertoire.

Read more

If you’re looking for a marketing automation platform that offers many of the same functionality as the more expensive options, give this SharpSpring review a look!  Sharpspring works primarily with agency partners (like Revenue Architects) and is well suited for mid-sized businesses and high end professional sales teams. As an agency, we work with Sharpspring along with other platforms including Eloqua, Hubspot, Pardot and Marketo. We find SharpSpring is an excellent fit for businesses that value inbound marketing. email marketing  and integrated CRM. Depending on the solution architecture in your organization, including the existing infrastructure of CRM and Office, SharpSpring may be a fit.

This post highlights features found in marketing automation platforms as well as a few lesser-known features found in SharpSpring.  Let’s begin with the most common functions of a marketing automation platform:

Read more

Every company will have different ways of measuring a qualified  lead, yet there are a set of factors that you can use to map into a lead scoring model. Many marketing automations solutions like Eloqua, Marketo, Hubspot, Pardot, ShaprSpring and others have built-in lead scoring algorithms and pass this information into a CRM system like Salesforce and SugarCRM.


These scores can be set up to deliver marketing qualified leads based on certain criteria and scores, helping sales teams accept the leads (Sales Accepted Leads) and focus their energies on the top prospects.

Marketing Automation and CRM are both important. We use Sharpspring technology for our small business retainer services to deliver inbound marketing programs and integrated marketing. Sharpspring includes an integrated CRM as well as API hooks into leading CRMs so it is great for small businesses. The life of the lead is a great way to see the flow of the lead through time and the lead scoring approach helps sales focus immediately on the top inbound leads.

Read more

At Revenue Architects, we are big advocates of inbound marketing with leading solutions like HubSpot, Act-On, Marketo, and Mailchimp for email marketing but we also work with a number of industry sectors where a stronger outbound approach is still needed. For example at professional services businesses like consulting, law firms, financial advisors, the promise of “inbound” is a bit over-hyped and a more balanced approach is critical.

Read more