Marguerita Cheng is the founder and chief executive officer of Blue Ocean Global Wealth. She’s been a financial planner for 22 years and has been a spokesperson for the AARP Financial Freedom Campaign. She believes the financial industry needs people from more diverse backgrounds, and to support that mission, she serves as a Women’s Initiative (WIN) advocate for the CFP Board. To hear more about Marguerita, watch the interview video with her below. 

To learn more about our On Purpose guest, please visit margueritacheng.com and blueOceanGlobalWealth.com.

For more resources on this topic, please visit napfa.org/dei---culture and carsongroup.com/dei-course.

Audio Transcription

Lauren Hong: (00:12)

Thank you so much for joining us today. I'm really excited to hear a bit more about your background and also just insights about the financial services industry at large, especially within financial planning. So before we get started, would you mind sharing just a little bit about your background and your focus?

Marguerita Cheng: (00:28)

Yes. Sure. My name is Marguerita Maria Chang. I am multi-racial and multicultural. My dad was born in China and came to the U.S. by way of Taiwan and my mom is eastern European, Irish descent, born in upstate New York, attended high school in Texas, lived in the Netherlands, and overseas. Why am I telling you that? Because it's so important. You know, I never looked at myself as being extroverted or gregarious, but the ability to connect and relate with others is so important for our profession.

Lauren: (01:14)

Absolutely. I'm sure that helps you day-to-day and just connecting with clients and understanding different perspectives and all of that as well. 

Marguerita: (01:26)

Absolutely, that was kind of the fast forward version. So what's interesting, and a lot of people don't know this about me, is I'm actually a career changer, even though I've been a planner for 22 years. I actually studied corporate finance and east Asian language and literature in college. My first job, every job is a real job, but I would say especially if you've had some of those service jobs when you were younger, they definitely teach you character. But my first job post-graduation was at a Japanese investment bank, securities firm. And I wrote the newsletter for English-speaking investors. So that was my first job in the world of finance. And that job was using all my skills, but something felt missing. And that's when I discovered the discipline of personal finance. And I was like, wow, this is super cool. I can take these concepts of strong balance sheets and statements of cash flow and apply those to individuals and families.

Lauren: (02:51)

And also what you're focused on today on a day-to-day basis. 

Marguerita: (02:54)

Absolutely. Because you know, I'm in my 20s, I was well aware, even though I was one of those kids that was like 17 going on 40, I was like, who's going to take me seriously in my 20s? How can I be sitting across from clients, telling them about retirement planning? They're going to look at me and be like, you know, what do you know? Still, I helped my husband with his career. We also made sure our financial house was in order, paying down student loans and credit cards, buying a house, and giving birth to two babies. And then I was like, you know what, that's it; I have street credibility. I'm going to be a planner.

Lauren: (03:39)

That's wonderful. And you've been doing it for some time and been very successful at it, which is all positive. So, I'd love to hear a little bit more. You know, the industry has been changing so much, with new learnings and new business models and that sort of thing. So I’d love to just hear a little bit more about how you keep up with it all. I mean, just look at COVID the last year. I mean, so many firms are going virtual now, you know? And what do you feel like you're doing to stay relevant, not only what you're advising the clients, but also just from a business perspective? Are there podcasts you listen to or articles that you read or that sort of thing? How do you stay current?

Marguerita: (04:23)

Sure. I mean, the one thing that is constant is change, so early on, I have always done work virtually because I had three kids when I entered the profession. My daughter was three, my son was six months old, and I hadn't even given birth to my third. And I remember my boss looked at me or people in the office, like, you know, that laptop, like you're not going to get reimbursed for it. And I don't care. I bought this so I can do my financial plans at home when my kids are taking a nap. So gosh, I was always at the forefront because the way I saw the world is there's only 24 hours a day. And I have to make sure I am really managing my time. I do read a lot. I follow, of course, Michael Kitces; I'm part of the advisor growth community, the AGC; and a huge fan of Kate Holmes in innovating advice. I’m based in DC, so there’s tons of options. I don't necessarily need to agree with everything I read and I think that's really important because you want to read a different perspective, so you understand what clients are reading and feeling and experiencing.

Lauren: (05:44)

Absolutely. Now those are some really good resources as well. I'm sure being in DC, you probably stumble upon all kinds of talks and speakers and all of that as well. So, it’s good to go to a hub for knowledge.

Marguerita: (05:59)

Absolutely. Sometimes we're probably a little bit too wired, but I mean, I wouldn't have it any other way. Right. You can always turn it off. Right. You can always turn it off.

Lauren: (06:11)

That's true. That's true. Absolutely retreat in your own way. So, then tell me a little bit more about what makes you sort of the proudest of working for your company or within this industry? You know, I think sometimes I feel like you can get a bad reputation. And I feel like there's been a lot of push to have that not be the case. So I'd love just to hear more of the positive about you. What wakes you up and what makes you proudest about what you do on a day- to-day basis?

Marguerita: (06:43)

So I absolutely love this question. In fact, last night I asked my eldest daughter, she's like, well, mom, what do you think? I think that when I first entered the profession, I didn't really see anybody who looked like me and I'm not just talking about gender, race, ethnicity. I also mean demographic. You know, I didn't see a lot of young mothers. It was very isolating. I don't want to misrepresent what I think of this profession; it presents amazing opportunities for everyone. It is not about pushing people out, rather bringing people in, you know, we need more women, we need more people of diverse backgrounds, whether that's racial, ethnic, religious diversity, and even sexual orientation, because we want our profession to reflect the communities where we live. Right. And so I do think that when people hear financial planning, some things come to mind, like why do I have any money to invest?

Marguerita (07:54)

The other thing that comes to mind is people think boiler room or Wall Street, but we really like building relationships and nurturing relationships. And I guess what I'm most proud of is the work we do. You know, the work is intellectually stimulating. It's emotionally gratifying. I mean, it's hard work. When I can put my head on the pillow at night, knowing I am making a positive impact in the lives of my clients, their families, and the communities— that's what gets me up in the morning. What gets me really excited.

Lauren: (08:40)

Yeah. Now as you pointed out, I think you're right, there can be those stereotypes. And then there's the work that you mentioned, right? There's the investment side, there's financial pain. I think sometimes it's easy to forget about the real emotional side. I mean, you're talking to people about really difficult long-term plans and it gets into family and personal. And so you have an opportunity to see the inside and really help to shape those dreams and goals, which is really powerful work. 

Marguerita: (09:19)

Absolutely. I mean, I think that the other thing I'm really proud of is not just what I do, but what the community of planners does to help their clients. You know, I've had some clients who have experienced tremendous adversity, like loss of loved ones to COVID, right? Or job loss. The COVID, it's hard. I can't bring back their loved one, but their loved one planned and knew that financial planning isn't just about investing, but it's also about protection planning and estate planning for those you may leave behind. And that my words are cracking a little bit, but that gives me a tremendous sense of pride. I really want to make sure that I'm changing the face of what it means to grow, protect, and transfer wealth.

Lauren: (10:23)

Absolutely. And I know you mentioned the diversity, equity, and inclusion pieces of it. And I know we were talking earlier about the work you've done with NAPFA, so I’m happy to link to any public videos or things that might be out there. As I know, you've had a voice and a lot of those conversations as well, so do you mind sharing a little bit more about this question: what is the most unpopular opinion in the industry and how do you address it? Is there a particular unpopular opinion about, I don't know, the way about doing business or approaches to investing? I’d love to hear challenges you're seeing internally and what you're doing to overcome those.

Marguerita: (11:10)

Well, sure. I mean, I think when I entered the profession, some of the same conversations we had then we're having now, like you can't make money if your clients don't have assets under management. I think that yes, clients do need to invest to reach their goals. But I think what's really important, I want to dispel this myth that there is room for different business models and different compensation models. There's nothing wrong with AUM. There's nothing wrong with subscriptions. There's nothing wrong with retainers. It really comes down to what services do you want to provide? What is most appropriate for the audience you're serving? So I just want to dispel that myth; there's room for many different business models to serve different clients and support different practitioners’ lifestyles.

Lauren: (12:05)

Yep, absolutely. Sometimes I feel like you see firms, or it's kind of a one-size- fits-all, you know, versus really focusing on who they're going after or what the right business model is from a cost standpoint or what have you. So I think that's a fair point to really say that you've got to find the right fit for you and for your firm, too. 

Marguerita: (12:31)

I think another myth is that now they say millennials, but they said Gen Xers didn't want to pay for advice. And I don't think that's true. People can download an asset allocation model off the internet. They may not want to pay you for that. What if you help them, hey, what's the best way for you to withdraw funds, to get your three children through college and save for retirement at the same time, that's a value to them. And they might be more inclined to pay for that. So I think that's another myth. Young people don't want to pay for help. They don't want help.

Lauren: (13:10)

Very, very fair. Great. Well, is there anything else you'd like to share, any other resources or thoughts as we wrap up here?

Marguerita: (13:21)

I would encourage people to be involved with any of the professional associations, because no matter how long you've been in the business, whether you just graduated or just passed the CFP® certification exam, we need all of you because we need everyone to play an active role because we all have so much to contribute. So that's what I would say.

Lauren: (13:45)

Excellent, Marguerita, thank you so much for your time. I appreciate the insights you've been able to provide, and we'll make sure that I link to the groups and associations you've mentioned below. So folks can check it out a little bit more, but again, thank you for your time. And we will continue the conversation online.

Marguerita: (14:03)

Thanks so much for having me. Great. Thank you.

The goal of the On Purpose series is to elevate leadership insight from the financial service industry's best and brightest. We do this by showcasing changing trends in mentorship, business strategies, marketing, and company culture. Stay up on these trends in finserv by signing up here: 

Lydia has recently joined our team as an intern. She is currently studying PR and international studies at Iowa State University and just finished her junior year. She’ll be spending her summer in San Diego. Other than working with and learning from the O&A team, Lydia looks forward to spending lots of time outdoors, going to the beach, and swimming.

Plans for Out & About

As our intern, Lydia is most excited about getting to learn a variety of different skills. She’s always been interested in the relationships brands build with their customers. Lydia plans on bouncing around to be able to learn from everyone on the team. 

She was drawn to Out & About’s fun and warm company culture and always says, “If you have a great team, you can go to work every day with a smile.” With O&A, she plans to come to work smiling all the time.

Fun Facts about Lydia

• Plays 19 instruments
• Covers the arts and entertainment beat for the college paper, Iowa State Daily 
• Has been showing cattle since she was in high school—starting with just two cows and now has 15  

Welcome, Lydia!

Learn more about Lydia and the rest of the O&A team here. 

For nearly two decades, Morgan Simon has worked to make finance a tool for social justice. Her book, Real Impact: The New Economics of Social Change, has been featured everywhere from Harvard Business School to the United Nations. In 2013, she became one of the founding partners for Candide Group, an Oakland-based registered investment advisor that embraces activism to change the culture of money writ large.

To learn more about our On Purpose guest, please visit Morgan's website. 

What makes you proudest about working for your company or in the finserv industry?

Candide Group works with families, foundations, athletes, and influencers who want their money working for justice. With 90+ companies and funds supported, the majority led by women and people of color, tackling challenges like climate change and inequality, we see so many great opportunities to pursue financial and social goals simultaneously.

How does your company envision the future of the market you serve?

We focus on private equity and debt, as that's where we see the most direct impact—whether it’s utility-scale solar on the Navajo Nation or a cooperative of formerly incarcerated Black women providing healthy meals for kids. We see more and more people wanting 100% impact across their portfolios and are excited to see impact investing grow. 

How does your company use measurability or checks and balances to ensure it is aligned with strategic business goals?

What we think about a lot is community accountability. How do we make sure we aren't just deciding the future for others, but are in direct relationship with the communities we claim to serve? This is a growing practice, and in general, a critical area for Candide Group's brand promise. Simply put, the definition of "impact" in impact investing must be set by those most impacted.

If you enjoyed this spotlight, please share this post and follow the links below.

Website: morgansimon.com/ and candidegroup.com/

Twitter: @MorganSimon1 and @CandideGroup

The goal of the On Purpose series is to elevate leadership insight from the financial service industry's best and brightest. We do this by showcasing changing trends in mentorship, business strategies, marketing, and company culture. Stay up on these trends in finserv by signing up here: 

This week, we were able to speak with Daphne Jordan, a wealth advisor at Pioneer Wealth Management Group. She was driven to this field by her desire to educate, advise, and guide individuals, families, and nonprofits. Daphne has worked as business manager/financial advisor for almost 20 years and currently serves as a board member for the National Association of Personal Financial Advisors.

To learn more about our On Purpose guest, please visit www.pioneerwealth.com or linkedin.com/in/daphnejordan/. 

How do you stay relevant? Can you recommend any publications, podcasts, etc.?

My favorite podcast is “No Stupid Questions” with Stephen J. Dubner and Angela Duckworth. “Building a StoryBrand” by Donald Miller, a book I’m currently reading, reminds us of the power of a story. Stories captivated us as children; they still hold our attention as adults. Properly crafted, your client becomes the protagonist, and you’re present to help her achieve financial goals while identifying problems and gaps as villains. Amanda Gorman’s poem, “The Hill We Climb,” adds a nice touch of inspiration in any season. Finally, chatting with other advisors, to hear about their pain points and solutions, allows me to keep a pulse on what others are thinking in the industry.

What makes you proudest about working for your company or in the finserv industry?

This is a helping profession—or at least that’s how I view it. We help our clients understand financial lingo in an approachable way. We help our clients reach their reasonable goals and are straight with them about the unreasonable ones. The advice we offer will have a ripple effect on their lives and in many cases, the lives of their children. I’m proud to work for a firm that has such a desire to help others with their financial lives.

What is the most unpopular opinion in the industry, and how do you address it?

In general, I believe clients should put the proverbial oxygen mask on themselves first and apply this belief to prioritizing their retirement savings over saving for their child’s future college expenses. A fellow advisor friend pointed out that in some cultures, education is the priority, and it would be considered an insult to craft a financial plan that doesn’t take this sentiment to heart.

Now, if you don’t mind, I will flip the switch and address a current popular opinion: that it’s difficult to find and retain diverse talent. I encourage firms that think this to change how they find advisors. I had the honor of leading a committee in the National Association of Personal Financial Planners space in creating a Diversity and Inclusion Toolkit that includes an informative guide and several relevant, short videos featuring national financial thought leaders. This toolkit is a great resource for firms looking for ways to find new talent. It can be found here. 

If you enjoyed this spotlight, please share this post and follow along with Daphne at:

• www.pioneerwealth.com
• LinkedIn: www.linkedin.com/in/daphnejordan
• Twitter: @daphnejo
  
  

The goal of the On Purpose series is to elevate leadership insight from the financial service industry's best and brightest. We do this by showcasing changing trends in mentorship, business strategies, marketing, and company culture. Stay up on these trends in finserv by signing up here: 

With the whole world going digital, selling has changed dramatically. Fewer in-person meetings, conferences, and trade shows mean sales teams are pivoting to digitally driven models. 

What's the #1 way selling has changed? Simply put, sales teams need more touches. Without those face-to-face opportunities, they need to get creative and persistent about authentic touchpoints that happen before engagement and a close.

Historically, we have noted it takes between eight and 10 touches before a prospect is ready to engage with your pitch. Now, in this more digital era, prospects are taking their time to research and decide if your service is the right fit for them, for now. 

What Do Sales Teams Need For Digital Sales? 

We believe sales teams need four things to be successful in the digital sales arena: branded collateral, narrative tools, integrated outreach campaigns, and referral communication.

Branded Collateral

Always a valuable marketing deliverable, sales teams are requesting even more marketing collateral to visually help them close deals. This includes documents as well as videos. Sales teams are telling us they need visually branded collateral to paint a picture for their prospects. These pieces can do the work for them when they aren’t there physically to sell, work a boardroom, or network in the same kind of way. 

Narrative Tools

Sales teams need digital marketing tools that can float up through companies’ communication channels to leadership and decision-makers, because without in-person meetings, they don’t have the opportunity to sit across from these people. These tools need to communicate company values, high-touch service, and overall excellence. And they need to be thorough enough to do the talking when sales teams can’t be there.

Integrated Outreach Campaigns

We are also seeing a lot more email outreach, with increased number of touches. You have to get in front of your prospects in a genuine way. Right now, people are at their computers more than ever. We’re seeing email campaigns, integrated with targeted paid ads, being used to stay top-of-mind with prospects—that one-time outreach isn’t going to cut it. Prospects have to keep seeing your company, again and again. This is especially true if it's a high-dollar sale that requires a lot of trust building. 

Referral Communication

Lastly, we're seeing a lot more referral partner outreach. Referral partners have always been a valuable asset for any service-based organization. But staying top-of-mind with your referral partners is especially key in a pandemic, when you can’t grab lunch or drink. We are seeing increased communication with referral networks and creative ways being used to stay in touch with them.

Authenticity Matters Above All In Digital Marketing

The key to all of this isn’t about hitting the right number of touches; it’s hitting the numbers in a genuine and authentic way. This is much easier said than done. You’ll miss touches two through 13 if touch one sounds like a car salesman and is a turnoff. The prospect or referral partner will just see your outreach as distasteful. Keep it classy. 

If you have any questions about trends we’re seeing in this hyper-digital COVID world, don’t hesitate to reach out. We’re happy to chat to help you build up your 2021 pipeline.

Want to learn more about generating qualified leads every day? Click here.

Part III

This is the third in a series of blog posts to help mid-sized businesses with marketing strategy. In it, we describe marketing strategy and campaigns within a greater business strategy. Read Part I and Part II.

Ring Four: Campaigns

Most mid-sized businesses have never run a campaign outside of perhaps a Google Ads campaign to boost brand visibility. What is a campaign? Think of it as a branch of the marketing plan: it’s structured like a marketing strategy in that it has tactics and measurable objectives, but it’s smaller in scope because it’s constrained in at least one of the following ways:

1. Limited duration
2. Limited geography
3. Limited audience

Example campaigns are an initiative targeted at older women; a 50-year anniversary initiative, and a project to support the opening of a satellite office. In all of these instances, the contained nature of the campaign allows the marketing team to maintain a narrow focus. Campaigns have the added benefit of being scalable or repeatable; for example, you can take a campaign targeted at one market and replicate parts of it to build a campaign for another market. You can also increase the scope or duration of a campaign based on learnings.

In larger or well-funded marketing programs, campaigns can also be used to test new marketing tactics, such as whether one message is more effective than another.

As indicated in the ring graphic, a campaign should always “nest” within the overall marketing strategy—it should serve the overall marketing objectives. This is where a marketing agency can be invaluable; a 50-year anniversary campaign, for example, is only worth your time, effort, and budget if it serves your overall objectives. An agency can help put the structure in place and manage the additional juggling required to ensure your foundational marketing and your campaign remain active rather than detract from one another.

Conclusion

Understanding where the work you’ve done fits within an overall marketing plan will help you recognize how many marketing tactics need to be active simultaneously. It will also help you evaluate whether the agency you’d like to contract with understands the best approach to help your bottom line.

It can be hard to decide what to wear when you’re on camera. Is it your favorite outfit? Or the one you feel most confident in? What will make you look your best on camera? And what will serve as a distraction?

Our video producer Sam shares his three best tips for choosing clothes that will help you stand out on camera—and allow you to highlight your brand. Check out the video for visual examples.

Avoid Glasses and Other Reflective Objects

Great lighting is key to great photo and video shoots. But those lights can easily reflect off glasses and jewelry, causing distractions and glare. If you can’t or don’t feel comfortable removing your glasses, speak with your photographer or videographer about ways to minimize the glare.

Choose the Right Color for You

This is where it can get tricky if you don’t know the right colors for your skin tone. Sam recommends navy blue, burgundy, or muted neutral tones if you aren’t sure. Avoid white, black, or reds. Sam shares some onscreen examples that show why those don’t work as well. 

Avoid Patterns

You may have heard this recommendation before, but it can’t go unsaid. Patterns, even small ones, can cause a major distraction on camera, as Sam demonstrates with stripes, small floral prints, and more.

Choosing the right outfit to wear on camera doesn’t have to be complicated. By following these recommendations, you can be confident the wardrobe you put together to be on screen will help your message pop. 

Ready for more tips? Check out Sam’s 4 device recommendations for improving the audio in your videos.

AUDIO TRANSCRIPTION

Speaker 1: (00:01)

Hey guys, Sam from Out & About. For today's pro tip, I'm going to be discussing a topic that I get asked quite a lot. How do I dress for being on camera? I’ve broken it down into what I believe are the three most important things to consider before your time on screen. These tips should have you looking great and position you to make the maximum impact on your audience. Step one, whenever possible, try to avoid wearing glasses or flashy jewelry. Oftentimes in video, you will be lit with several different lights. These lights can create a distracting glare if the subject is wearing glasses or flashy jewelry. However, it isn't a deal breaker. A talented camera crew may know just how to adjust the lights to reduce glare, but it does pose a challenge. Consider taking off your glasses and/or wearing contacts on the day of shooting.

Speaker 1: (00:47)

Step two, choose the right color. Whenever possible, aim to wear solid colors. We want you to pop on screen, but not distract. Furthermore, it's important to choose colors that flatter you. If you don't know, or don't really care, some universally safe colors include navy, burgundy, or muted tones. Bold colors can work, too, but avoid wearing hot colors, such as pink or pure red, as they can reflect or bleed color onto your surroundings. Probably the most common problem I encounter is when a subject is wearing black or white with black; your shirt can get lost in the shadows as the camera operator exposes your face. With white, the details and highlights can be easily overexposed creating a spotlight effect, which can be especially distracting. The bright white of a shirt can also sometimes make it difficult for the camera to get your skin tone just right. White isn't totally off limits. However, if you want to wear white, try breaking it up with a jacket, a tie, or some other accessory.

Speaker 1: (01:39)

Last but not least, step three, avoid distracting or busy patterns, including stripes, herringbone, or checks. We want the viewers’ focus to be drawn upward toward your face; fine lines, polka dots, and even small floral prints can be distracting to the viewer. Stripes can sometimes create what's called a moire effect. This happens when fine patterns in your shot interact with the pattern of pixels on your camera sensor, creating a distracting effect on your subject that looks like this. 

In summary, we want the focus of your video to stay on you and your message by making sure what you're wearing on screen complements you and isn't distracting while also ensuring it interacts nicely with the camera. For a more in-depth guide on how to prepare yourself for your time on screen, check out our video interview guide linked below. It includes even more tips and tricks on how to look your absolute best on camera.

With the whole world going digital, selling has changed dramatically. Fewer in-person meetings, conferences, and trade shows mean sales teams are pivoting to digitally driven models. 

What's the #1 way selling has changed? Simply put, sales teams need more touches. Without those face-to-face opportunities, they need to get creative and persistent about authentic touchpoints that happen before engagement and a close.

Historically, we have noted it takes between eight and 10 touches before a prospect is ready to engage with your pitch. Now, in this more digital era, prospects are taking their time to research and decide if your service is the right fit for them, for now. 

What Do Sales Teams Need For Digital Sales? 

We believe sales teams need four things to be successful in the digital sales arena: branded collateral, narrative tools, integrated outreach campaigns, and referral communication.

Branded Collateral

Always a valuable marketing deliverable, sales teams are requesting even more marketing collateral to visually help them close deals. This includes documents as well as videos. Sales teams are telling us they need visually branded collateral to paint a picture for their prospects. These pieces can do the work for them when they aren’t there physically to sell, work a boardroom, or network in the same kind of way. 

Narrative Tools

Sales teams need digital marketing tools that can float up through companies’ communication channels to leadership and decision-makers, because without in-person meetings, they don’t have the opportunity to sit across from these people. These tools need to communicate company values, high-touch service, and overall excellence. And they need to be thorough enough to do the talking when sales teams can’t be there.

Integrated Outreach Campaigns

We are also seeing a lot more email outreach, with increased number of touches. You have to get in front of your prospects in a genuine way. Right now, people are at their computers more than ever. We’re seeing email campaigns, integrated with targeted paid ads, being used to stay top-of-mind with prospects—that one-time outreach isn’t going to cut it. Prospects have to keep seeing your company, again and again. This is especially true if it's a high-dollar sale that requires a lot of trust building. 

Referral Communication

Lastly, we're seeing a lot more referral partner outreach. Referral partners have always been a valuable asset for any service-based organization. But staying top-of-mind with your referral partners is especially key in a pandemic, when you can’t grab lunch or drink. We are seeing increased communication with referral networks and creative ways being used to stay in touch with them.

Authenticity Matters Above All In Digital Marketing

The key to all of this isn’t about hitting the right number of touches; it’s hitting the numbers in a genuine and authentic way. This is much easier said than done. You’ll miss touches two through 13 if touch one sounds like a car salesman and is a turnoff. The prospect or referral partner will just see your outreach as distasteful. Keep it classy. 

If you have any questions about trends we’re seeing in this hyper-digital COVID world, don’t hesitate to reach out. We’re happy to chat to help you build up your 2021 pipeline.

Want to learn more about generating qualified leads every day? Click here.

The Out & About Blog Spotlight Series elevates insight from the financial service industry’s best and brightest. We cover challenging topics around diversity, inclusion, purpose, and inspiring the next generation. 

Through sharing insights and best practices, together we can shape the future of the financial services industry and support improved access to qualified, ethical financial advice and resources for all.

Too often, sales and marketing can become disconnected. This is a particular problem in wealth management firms, where the sales tasks fall onto advisors’ plates. Today, we are spotlighting Daniella Chuckran, Marketing Manager from Aspiriant who shares an innovative approach to this problem. 

We want to hear about your business. Can you describe it in a nutshell? Who do you serve and how?

Aspiriant is an innovative wealth management firm engineered to serve affluent clients and their families for generations. We serve families, executives, and entrepreneurs who would like to align their finances with their values to live out their dreams. Aspiriant has $12 billion in assets under management, 11 offices, and 200 employees.

Aspiriant marketing team participating in a left brain activity - painting. 

How do you measure your company’s marketing success? What metrics do you track on a regular basis?

We use a quarterly dashboard with high-level growth KPIs in the areas of digital lead generation and brand. Under digital lead generation, we track leads generated, clients won, email metrics, and website metrics. Under brand, we track PR wins, awards won, and special projects.

Wealth management firms are unique in that they generally don’t have dedicated salespeople. Likely, client-facing advisors serve in that role. At Aspiriant, we have a clearly defined sales handoff and process that marketing and advisors follow for digital leads. The process is tracked and taken through an online workflow within Salesforce so certain steps are followed. Alignment takes training, communication, and accountability.

What is your favorite communication or marketing tool? Why?How do you work with the sales team to ensure marketing and sales are aligned?

Marketo is the most robust tool we use—it’s one of the best marketing automation tools out there to manage all marketing activities including: lead generation, emails, events, webinars, ad programs, and reporting. With it now falling under the Adobe umbrella, there have been improvements.

What publications and blogs do you read?

WSJ, The Skimm, HubSpot, MarketingProfs, Wired, and wealthmanagement.com

Hiking with golden retriever, Bentley   Trip to Italy

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If you enjoyed this spotlight, please share this post and follow the links below.

• Website: aspiriant.com 
• Linkedin: linkedin.com/company/aspiriant/ and linkedin.com/in/daniella-chuckran/ 
• Twitter: twitter.com/AspiriantNews
• Facebook Page: facebook.com/aspiriant

What’s the difference between hi-res design files, medium, and low-res? Check out the video above to hear more about these different types of files, learn how to use them, and see some examples. 

Resolution refers to the number of pixels in an image. More pixels means higher resolution, which means a crisper image and larger file size. And the opposite is also true.

How do you know when to use which resolution? Let’s break down the three main sizes of design files and when to use which ones. 

• Low Resolution 

This is great for getting feedback on overall design and sending back and forth during the design process. Its smaller file size is perfect for email or communication, but not appropriate for printing.

• Medium Resolution

The file size here is smaller than a high-res image, so it can be good for sending back and forth during the design process, especially if you want something that’s a little crisper or sharper than a low-res image. It’s also a great option for really big images that are viewed from far away, such as a billboard; you won’t be able to see the pixels because your perspective will be so far off, so you don’t need the highest resolution.

• High Resolution

This image has the highest number of pixels and it’s ideal for sending to print, many digital ads, photography and images on websites, and so forth. These are the final design files you use for client-facing ads. These are the largest files and the best quality images. 

Whether we’re starting the initial phase or finalizing a design project, the file size we use makes a difference, not only for everyone’s inbox, but also for the end goal of the project itself. 

You can learn more about our entire process for working with clients here.