Investment management firms frequently create marketing materials that are approved for "Institutional Use Only" or "Financial Professional Use Only", and therefore typically only use these materials in one-on-one communications with client and prospects. However, in today's environment, financial intermediaries want access to this content on-demand.
How can you reduce the time spent sending the most recent materials? How can you make this content available on your web site without having to get it approved for Retail Use? How can you make this process more effective and efficient, while adhering with compliance policies & procedures?
Goodwood helps investment managers integrate and automate all aspects of their marketing, client communications and sales efforts.
For example, let's say you have a mutual fund presentation that is not approved for Retail, but you still want to have it accessible to Financial Professionals on your web site. Since we use HubSpot technology to integrate your web site, marketing materials, compliance requirements all into the CRM - we can easily solve for this dilemma.
Step 1 - Create Landing Page with Form
On your web site, instead of having a direct link to the presentation, the link takes the user to a Landing Page that is created within HubSpot. A Landing Page looks like any other page on your web site and may include a image preview of the document, but it also has a HubSpot Form that the user must complete in order to gain access to the document. In this case, the form is simple so as not to deter the user – you’re simply asking them for a bit of info before they can access the document.
Moreover, when the user submits the form, it also uses the HubSpot tracking code to associate the cookie in the user’s browser, with the user's contact record in the CRM. Once the user submits the form, you are able to track everything they do on your web site - as well as trigger any number of automation functions.
Step 2 - Create Workflows to Automate and Authorize
HubSpot enables vast amounts of automation using what are called Workflows – which automate manual steps in a process. We build customized Workflows to automate the process of a user requesting the Financial Professional Only Presentation.
For example, after a user submits the form on the landing page, the Workflow is triggered. The logic is programmed to determine if the user is a known Financial Professional by cross-checking their email address to company's domain name. Then it determines whether or not the company is a SEC or Finra registered firm. If the user is a representative of such a firm, then they are in fact a Financial Professional. If there is no match, then an internal alert will be triggered for further follow up. Otherwise, an automated email will be sent to the user with a link to access the requested document.
Since all of this data is recorded in the CRM and the entire series of steps is timestamped in the Workflow history, compliance teams have a complete audit trail as well.
Step 3 - Create Smart Content for Ease of Use
Finally, now that the user has completed this verification process, they will be able to access all other content on the web site that is for Financial Professionals Only. By using HubSpot Smart CTAs and Smart Content, the same link the user clicked previously (and all other links on the site) will know that he or she is authorized and will automatically by-pass that process going forward.
Want to learn more about how we can integrate and automate your manual processes? Schedule a call or send us an email at info@goodwood-consulting.com