Cutting Through the Institutional Marketing Clutter

Value

The report will enable subscribers to:

• Increase engagement with marketing
  collateral
• Maximize communication effectiveness
• Compare communication practices with
  best-in-class leaders
• Obtain a deeper competitive advantage
  within the digital marketing space
• Optimize marketing budgets to maximize
  return on investment

Methodology

A series of 90-minute focus groups with
institutional investors with at least $50 million
in institutional assets in three geographic
markets. In-depth interviews with institutional
investors and investment consultants will
supplement the focus groups.

Participating clients will be given the opportunity
to help shape the discussion and will be
invited to see and hear the research live or
remotely. In addition, participating clients have
the opportunity to provide their own material
for evaluation.

Subscription Details

Project Kickoff: February 2017
Focus Groups: March 2017
Publication Date: May 2017

Deliverables:

• Customized strategic report including
  actionable feedback for marketing
  teams
• Focus group and interview transcripts and
  recordings
• In-person or WebEx presentation of results and recommendations

Investment: $30,000

Areas of Inquiry

Communication Preferences

• Current marketing consumption behavior
  and daily habits with different collateral
• Advantages and disadvantages of the
  various communication modes
• Channel preferences and desired frequency
  for each communication type
• Usage of third-party sites that aggregate
  marketing collateral

Content Relevance

• Best-in-class content and pain points
  associated with a range of inbound and
  outbound contact
• Deep-dive evaluation of provider websites
  and webinars
• Types of digital content that drive repeat
  visits and digital tools most likely to be
  shared with clients and colleagues
• Unmet needs in case studies, thought
  leadership or market insight

Personalization Strategies

• Type of intermediaries plan sponsors use
• How intermediaries are being engaged

Plan Provider Brand Equity and Loyalty

• Impact of customization and targeting by
  asset size and channel
• Optimal mix and effective execution of
  targeted marketing
• Interactive tools that assist with product
  positioning

Brand Differentiation

• Market leaders and best-in-class players
• Significant brand detractors and associated
  pain points