Developing a revamped direct marketing strategy to drive sales and ROI
The client, a major investment advisory firm, had a history of successfully executing aggressive direct marketing tactics. In fact, nearly all of its customers were acquired through direct advertising.
While the company was experiencing steady growth, it had an ambitious goal of doubling its assets under management within just a few years. To achieve this, the organization needed help attracting new client profiles and successfully moving prospects through the marketing funnel.
Through qualitative and quantitative consumer research of prospects in four countries, our team of financial services experts partnered with the investment advisory company to gain a deep understanding of the existing prospect journey and identify the conversion gaps on the way to becoming a paying customer.
By taking a digital approach, we uncovered that our client could:
- Better reach prospects with varying degrees of familiarity with the company
- Add interventions at key decision points of hiring a financial advisor
- Develop engaging direct marketing content
To bring the strategy to life, Prophet helped the client create an activation roadmap to illustrate how to convert prospects by focusing on both short-term ‘Quick Wins’ and longer-term initiatives. The roadmap is supported by a ‘test and learn’ pilot plan outlining specific processes, KPIs and resources needed to measure impact.
Our project had a few key impacts on our client’s business. First, we transformed their view of the prospect journey. We helped the team of leaders see that the route from prospect to the client is dynamic, but it can be directed at key inflection points. Second, we demonstrated that a broader range of prospects could be converted into clients through our new view of the prospect journey and our market research analysis. As a result, our client changed their view of who qualifies as a ‘qualified prospect.’ Finally, our actionable activation roadmap accelerated the client’s direct marketing efforts and propelled it toward achieving its ambitious growth goal.
As a result of our project, our client observed a direct lift in sales and better ROI on direct marketing spending.