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Data & AI
Guides

Comprehensive Wealth Management Marketing Guide

This guide provides a roadmap for wealth management firms — particularly those specializing in asset management — to develop and execute successful marketing plans to differentiate themselves and capture market share.
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The 6sense Team
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Home / Solutions / Asset Management / Comprehensive Wealth Management Marketing Guide

Chapters

Chapter 1

Understanding Wealth Management Marketing

Chapter 2

Asset Management Marketing

Chapter 3

Creating a Wealth Management Marketing Plan

Chapter 4

Audience Building in Wealth Management Marketing

Chapter 5

Leveraging Technology and Analytics

Chapter 6

Case Studies and Success Stories

Chapter 7

Conclusion

Table of Contents

Chapter 1

Understanding Wealth Management Marketing

Wealth management marketing focuses on promoting financial products and services. It involves a deep understanding of the unique needs and preferences of potential clients, as well as the regulatory and compliance requirements specific to the sector. Successful wealth management businesses use targeted marketing strategies to form long-term client relationships.

These strategies include, but aren’t limited, to:

  • Email campaigns with targeted promotions and updates
  • Content marketing materials that educate potential clients while keeping you top of mind
  • Social media activities like ads and live client support

Benefits of Wealth Management Marketing

Effective wealth management marketing has many benefits:

  • Attract high net-worth clients who are seeking personalized financial advice and tailored investment solutions.
  • Increase client loyalty and generate repeat business by building trust and long-term relationships with clients.
  • Position your organization as an authority by providing informative content and professional insights.
  • Differentiate from competitors by showcasing a unique value proposition and expertise.

Chapter 2

Asset Management Marketing

Asset management is a specialized area that requires a tailored approach to attract investors and grow assets under management (AUM). With data-driven insights, asset management firms can effectively target their asset management marketing efforts and achieve growth objectives.

Asset managers must first showcase their expertise and value proposition. Marketing teams should personalize their efforts to highlight:

  • Unique investment strategies
  • Risk management capabilities
  • Track record for delivering strong returns

Tools like 6sense provide a comprehensive understanding of investor behavior and preferences. This level of visibility enables marketing campaigns that resonate with your audience and position yourself as a trusted partner in achieving financial goals. 

Analyzing data and behavior patterns also help to identify opportunities for cross-selling and upselling to existing clients by pinpointing:

  1. Additional investment products or services that align with client needs and preferences, and
  2. Investors who exhibit strong signals of interest in specific asset classes or investment strategies

Chapter 3

Creating a Wealth Management Marketing Plan

Your marketing plan is the tactical roadmap for executing a growth strategy. It involves the following steps.

Step 1: Market Research

Conduct thorough market research to gather and analyze relevant insights into client needs and behaviors, as well as industry trends. Integrate the following tools and approaches for more informed decision making.

  • Company Database: Evaluate detailed business information including size, revenue, and industry. Use your unique criteria to filter these businesses and identify those that align with your Ideal Customer Profile (ICP).
  • Intent Data Provider: Platforms like 6sense provide visibility into intent data, revealing which accounts are displaying buying signals (e.g., searching keywords related to wealth management services). With this level of data, you can strategically engage accounts with relevant content.
  • Sales Intelligence Platforms: Take advantage of features that track significant news related to target accounts. You’ll be notified of changes in leadership, mergers, or other financial milestones — all of which could impact an account’s readiness or need for wealth management products and services.

Step 2: Target Audience Analysis

Segment your target market into distinct groups based on their financial goals, risk tolerance, and investment preferences. This allows you to create personalized messaging to foster stronger connections and engagement. 

Step 3: Set Marketing Objectives

Establish relevant goals that are measurable and achievable. Then work backwards to develop campaigns and messaging that align with those goals. 

Examples of marketing objectives for wealth management firms may include:

  • Increasing assets under management
  • Expanding client base
  • Enhancing brand awareness

Step 4: Choose Marketing Mix

Develop a cohesive marketing mix tailored to your target audience and the unique value your firm offers. 

Product: Clearly articulate the range of wealth management services you provide and highlight their unique value propositions.

Price: Create a pricing strategy that aligns with your target market and positions your services effectively. Consider factors like:

  • Investment minimums
  • Fee structures
  • Performance-based fees

Place: Identify the most effective channels and platforms to reach your target audience and distribute your marketing messages. This may include digital channels or industry events.

Promotion: Use advertising, content marketing, social media, thought leadership, and other promotional activities to effectively promote your wealth management services.

Step 5: Budget Allocation

Strategically allocate your marketing budget to maximize return on marketing investment ensure that every dollar spent contributes tangibly to your marketing objectives.

Continuously monitor marketing attribution metrics to determine which channels, campaigns, and messaging have the most impact — then allocate budget accordingly.

Chapter 4

Audience Building in Wealth Management Marketing

Connecting with the right audience at the right time is critical for wealth managers to stay competitive in a time of consolidation and digital transformation. 

  1. Personalization: Campaigns and messaging should cater to the unique needs and preferences of potential clients. This can be achieved through dynamic content, personalized emails, and targeted digital advertising. 
  2. Data and AI: Actionable data provides insights into prospects’ behavior and preferences, enabling more effective audience segmentation and targeted campaigns. Tools like 6sense collect intent data, providing visibility into clients’ online activity and specific interests in wealth management solutions. 
  3. Multi-channel: Reach prospects and clients effectively by using various channels like email, blog posts, and webinars. This diversification ensures you reach different segments through their preferred platforms.  
  4. Trust and reliability: Proactively share insights and expertise to your audience to position your firm as a trusted advisor and thought leader. Make these resources readily accessible — without gating them behind forms — for added transparency.

Chapter 5

Leveraging Technology and Analytics

Using innovative tools and strategies enables firms to optimize their marketing efforts and deliver more compelling experiences to clients and prospects. It also simplifies data security for peace of mind.

To protect client data, implement robust security measures including:

  • Encryption
  • Firewalls
  • Secure authentication

Technologies like blockchain can also be utilized to ensure transparent record-keeping, maintaining data integrity and reducing the potential for fraudulent activities. Further, advancements in AI and machine learning enable real-time detection of anomalies or potential threats to proactively mitigate risks.

Certain platforms also enhance the user journey and optimize marketing efforts. Implementing a comprehensive MarTech stack that includes customer relationship management (CRM) systems and marketing automation tools:

  • Streamlines marketing processes
  • Improves efficiency
  • Enables effective relationship management
  • Facilitates personalized client experiences
  • Provides valuable insights into client engagement and performance tracking

Tools like 6sense are particularly beneficial for wealth management marketing. This technology harnesses intent data to identify prospects actively interested in specific investment products or services. By using these insights, you can narrow your audience segments and tailor messaging to resonate with in-market buyers.

Chapter 6

Case Studies and Success Stories

Global Financial Services Company

A financial services provider sought a solution for facilitating a data-driven marketing strategy. By implementing 6sense, the team took a more refined and personalized approach to campaigns and digital ads:

  • Audience Targeting: The company narrowed its focus to prospects actively seeking financial services — ensuring their marketing efforts were directed towards high-potential businesses.
  • Account Segmentation: The company segmented target accounts based on online activity, allowing for more precise targeting and tailored messaging.
  • Content Creation: Armed with robust insights, the company created compelling and relevant content for different audience segments, fostering higher engagement.

The results were astounding:

  • 262% increase in sales
  • 528% increase in client lifetime value of assets under management

Learn more about the tactics that led to success here.

Chapter 7

Conclusion

The dynamic nature of the insurance industry demands adaptability and a deep understanding of your target audience. By implementing tailored marketing strategies, powered by technology and data, you can deliver relevant and compelling messages that resonate with your audience, and ultimately increase engagement and conversion rates.
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The 6sense Team

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The 6sense Team
6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.