An international wealth management group
Client
An international wealth management group (name withheld for confidentiality).
Project Summary
An ongoing consultancy to move marketing from reactive activity to a proactive growth strategy, built on a clear understanding of who the firm’s clients are and who it is missing.
Challenges
Marketing was largely reactive, with events and activity planned around the calendar rather than target audiences. Client knowledge sat with individual relationship managers, so the brand spoke with many voices.
Solutions
Audience segmentation of the existing client base; Salesforce analysis to find gaps in coverage and engagement; identification of untapped, high-potential audiences, including female principals and the next generation of wealth holders; a proactive marketing plan and events approach designed around those audiences; working with relationship managers and wider teams to build a shared language and a unified client offer.
Results
The segmentation now underpins how the firm attracts female principals and next-generation clients, and event planning is built around target audiences. Client-facing teams have moved from a siloed approach to presenting one firm, one offer and one voice: a strategy the firm continues to build on as it enters its next chapter of growth.