Dec. 6, 2022

Technology-Based Marketing Strategies with Susan Theder


The integration of CRM with marketing technologies has been a game-changer for businesses. CRM systems are beneficial for automating and managing customer data. Combined with marketing technologies, they can create powerful customer journeys, allow businesses to understand their customers better, and develop more targeted marketing strategies. 

In this episode, Ali and Marc talk with Susan Theder, Chief Marketing and Experience Officer at FMG Suite. Susan emphasizes the importance of customer-focused strategies that leverage data and technology to deliver personalized and customized experiences. Having a passion for helping financial professionals grow and market their businesses, Susan was named CMO of the year by WealthManagement.com and a Woman to Watch by Investment News in 2019.

Susan talks with Ali and Marc about what draws her to the technology side of wealth management, the power of integrating CRM with marketing technologies, and how she leverages technology to create a personalized client experience.


Key Takeaways

  • [01:20] - An overview of Susan's professional career.
  • [04:21] - What draws Susan to the technology side of wealth management.
  • [05:33] - How Susan went from a regulated organization to an unregulated one.
  • [06:38] - What attracted Susan to join FMG Suite.
  • [08:57] - How Susan helps advisors stay current on technology.
  • [12:55] - Susan's favorite thing about working for FMG.
  • [14:17] - How Susan creates a personalized client experience.
  • [18:51] - The power of integrating CRM with marketing technologies.
  • [19:42] - The future of FMG's marketing strategy.


Quotes

[04:28] - "The ability to facilitate advisors' day-to-day lives and make it easier for them to focus on what they do best is overused in marketing terminology, but it's true. That's what gets them into the business and helps them grow." ~ Susan Theder

[14:00] - "Bringing somebody from outside the industry to bring an interesting perspective is sometimes true. But often, it's much better to walk in the shoes of the customer and the people you're serving, especially in our very nuanced and small industry." ~ Susan Theder

[20:18] - "There is a place for AI in marketing technology in terms of personalization. But AI is not going to drive that complete client experience because authenticity is something that cannot be automated." ~ Susan Theder


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