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Author: John Bracamontes

John Auble is the Vice President, Marketing Program Manager, Financial Advisor (FA) Marketing Team

He is an executive-level manager with more than 25 years of experience creating, implementing and tracking marketing, advertising and communications programs with increasing responsibilities in branding and digital strategy.

He is currently a marketing program manager on the FA Marketing Team within Wells Fargo Advisors and has 21 years of FA marketing experience.

His current job responsibilities include:

  • Generating and managing online sales leads for the various distributed sales channels to convert into new accounts and net new assets under management (AUM)
  • Developing FA marketing automation capabilities within the MyMarketing platform (marketing resource platform)
  • Creating marketing pilots and programs for FAs that leverage digital media and also Wells Fargo enterprise marketing group’s best practices/successful programs & approaches

John began his career with the legacy firm as a senior advertising copywriter and has progressed, launching and managing the firm’s first public Web site, client online account access, FA Web page system and Email Express (compliance approved email blast system) prior to becoming a marketing program manager on the FA marketing team.

 

 
Leaders in Business and Marketing iTunes

Leaders in Business and Marketing Stitcher

Private Equity Firms are marketing online more and more, but few are doing a decent job of it and even fewer are seeing success from it.

Our experience has shown there are several key reasons for this.

  1. They Don’t Have the Skills In-House
  2. They Don’t Have a Strategy
  3. They Don’t Take it Seriously

These reasons should make sense to everyone, but as it relates to digitally marketing private equity firms the typical strategies that most marketers speak on are more aligned to consumer marketing, or where the company needs to have a high public visibility.
For Private Equity Firms it is more important to gain the intelligence of how your targets behave online to create a personalized approach and identify how and where they seek advice.

This is a story of how one Private Equity Firm Won Big Online
A Private Equity firm who focused primarily on B2B manufacturing companies wanted to increase dealflow but felt they had exhausted the personal and professional network of the team.

So the question was, “How do we get ourselves in front of new deals?”.

They Took to the Streets

The Managing Directors of the firm started calling on anyone they had met in the past who could potentially refer them to deals. Attorneys, CPA’s, Money Managers, etc.

While some seemed promising and the likelihood of deals in the future would likely come, they would also come slowly and with no predictability.

They Attended Conferences and Trade Shows

Another easy idea was to get in front of company owners and board members at trade shows and conferences. This too is great and can build trust quickly with potential targets.

The problem with this is that it is not scalable and again can result in slow acquisition.

What About Marketing?

For some reason many Private Equity Firms don’t participate in marketing.
Maybe it’s the rules that you must deal with from FINRA and the SEC.
Maybe it’s a belief that it doesn’t work.

But this firm decided that it was worth a try.

After looking at options and talking to many different agencies, they decided that digital marketing would be their best choice.

They came to this decision based on the fact that they could start finding businesses who were actually looking for growth opportunities which are closer to converting as deals and they could target and track the people and companies they would like to do business with.

What were the results?

The firm decided to optimize their website for search and for conversion.
They started doing content marketing focused on drawing in new business opportunities directly from owners, boards and deal makers.
They used paid ads and retargeting to stay in front of their prospects.
They tracked and measured the activity to identify high value contacts.

All of these actions resulted in 20% higher deal flow volume than their record year and a 25% reduction in time to close on those new inbound deals.

This resulted in Millions of dollars in new revenue and a greater profile / status as a solid firm in that particular sector.

You can read more on Private Equity Marketing here: http://acumenstudio.com/private-equity-marketing/

Bryan Sapot is an Entrepreneur, a leader in the Manufacturing Data & Analytics industry, Developer and Multiple Awards Recipient currently leading his company SensrTrx and helping manufacturers extract and understand their equipment data through a cloud based platform.

We discussed Bryan’s entrepreneurial beginnings, learnings, big moves and his vision for the future.

Leaders in Business and Marketing iTunes

Leaders in Business and Marketing Stitcher

Adam Hallas - Digital Marketing

Adam Hallas has worked in digital marketing for 13 years ranging from accounts to strategy, working across the disciplines of SEO, PPC, conversion optimization, customer acquisition, research and analytics. With experience as an in-house marketing expert, agency leader and independent consultant, his work is modeled from multiple perspectives that drive huge results.

He’s worked on Fortune 100 companies as well as mid-level corporations on both optimization and lead conversion marketing strategies.
Adam’s experience dates back to the days of using Urchin Analytics before Google bought the platform (The UA number currently used in Google Analytics originally stood for Urchin Analytics).

Marketing Specialties

  • Digital Strategy
  • SEO
  • PPC
  • Social Media
  • Email & Automation
  • Analytics

We’ve worked on many campaigns for business coaches and consultants over the years, giving them digital marketing strategies, doing audits and market research.
In every engagement we both commented on how similarly we solved problems for organizations.
Most of the time organizations look for help in times of transition or change, to fix issues that continue to come up, or they need to add new skills to their team.

How do Marketing Agencies & Business Coaches Handle Organizational Development?

Let’s touch on each of the areas listed above.

Manage transitions

Moving into a new phase of your business typically generates anxiety.
Both Marketing Agencies and Business Coaches will ask about the challenges you are up against and can help you zero in on what and how to change to go beyond them.
For the marketing agency this could be adding to the content mix for generating greater visibility and for a business or leadership coach this could be creating an 90-day action plan.

Fix recurrent issues

Sometimes the same problem keeps happening over and over, but every thing you do to try and fix it doesn’t work.
For a marketing agency you may find yourself creating standard reports if the issue was discovered to be inaccurate data transformation.
For a business coach this could mean delegating weekly meeting governance to someone other than the department head when a meeting is continually dominated by the same person and nothing gets accomplished.

Add new skills

A good example here is the need to master complex subject matter or pursue new strategies.
For a digital marketing agency this could be training an in-house team on how to execute an ongoing SEO program, or taking over the role completely.
For a business or executive coach this could mean teaching a new manager better negotiation skills to deal with stressful confrontations in the workplace.

In many cases, caveats will obviously apply.
Also beware of the agency or business coach that has overly rigid and inflexible processes.
While sometimes these sound great (because it makes things seem easier), the result many times is a sub par outcome.

If You are having a complex issue with your Digital Marketing then contact us today by filling out the form at the bottom of this page or calling us at the number on the top of the page.

Have you heard the back and forth on how Data is marketing’s savior or how Data is way overvalued in Marketing?

On both sides of the debate, there are many opinions and strong feelings about how important it is to decision making, composition, design, user experience, etc.

Here’s the thing…

Everything is Data!

Seriously think about it.

  • The reason you don’t or do like a specific food… DATA!
  • That feeling you get in your gut when you know something is right or wrong… DATA!
  • The Best Practice you tout as being so knowledgeable on… DATA!

Emotions, likes, dislikes, associations, beliefs, etc. are all crafted from experiences and historic data that form these things for you as a person or business.

You can take that data at face value or read in between the lines to solve problems, create efficiencies, innovate, become self-aware, understand an audience, etc.
This information is extraordinarily important as it concerns decision making or creation at all levels, in all environments across all mediums.

See how we use data in our approach to content marketing here.

It isn’t easy to find exceptional marketers and strategists, so when you do, you beg them to join your team and then turn them loose to kill it.

We are excited to have Zach Martin join us as we grow and dominate the marketplace!

A Little About Zach

Zach is a digital content marketing sorcerer who spent time on the high seas as a Mass Communication Specialist for the U.S. Navy before graduating from Southern Illinois University. Apart from his love of KPIs and the invention of the “Like”, good St. Louis ribs, and Cardinals baseball, he’s also got the greatest job in the world: being a dad.

For the 18 years that I (John Bracamontes) have done work online and in the digital marketing space, not once had I ever submitted work to be recognized as a job well done.
My opinion was that the work spoke for itself, because I drove leads, and leads meant new sales, and new sales meant higher revenue for my clients.

 

“Why Would I Need An Award To Show Greatness?”

 
Is how I thought.

I’ve seen over the years other agencies share in the successes of their teams and genuinely promote how great their clients are, which began to soften my perspective on the benefit of awards and recognition for the work outside of its result.

I realized that uniting with a sense of pride on what you do for others, recognizing the value and celebrating together is massively powerful.

So this year, Acumen submitted one entry in the St. Louis Business Marketing Association’s B2B Marketing Excellence Awards.

That night the team was recognized for the work we did (and do), we had fun and celebrated together, celebrated with others and set a precedent for the future of the agency.

No longer will we hide our wins and pride for the value we bring to those who choose to work with us!

And Thanks to Kopytek.com for being such an amazing group to work with!