Skip to content

SEISMIC LEADS IN THE ARAGON RESEARCH GLOBE™ FOR SALES ENABLEMENT PLATFORMS.GET REPORT

  • Sign in toSeismic loginSeismic
  • Sign in toLessonly & Seismic login
  • Sign in toLiveSocial login

CHOOSE YOUR LANGUAGE

  • English
    • Enablement Cloud

      Meet the unified solution that’s igniting revenue growth for customer-facing teams.

      Learn More
    • PRODUCTS

      • Sales Content Management
      • Learning & Coaching
      • Buyer Engagement
      • Content Automation
      • Strategy & Planning
      • Enablement Intelligence
    • PLATFORM & SERVICES

      • Platform Overview
      • Professional Services
      • Partners
      • Integrations
    • Why Seismic?

      Good question! Find out why leading analysts and 2,200+ customers love our software.

      Learn More
    • USE CASES

      • Sales Enablement Teams
      • Sales Teams
      • Marketing Teams
      • Customer Service Teams
    • INDUSTRIES

      • All Industries
      • Financial Services
      • Healthcare & Life Sciences
      • Technology
    • BUSINESSES

      • Enterprise Businesses
      • Growing Businesses
    • Read Their Stories

      Read how global customers from all different industries thrive with Seismic.

      Read Their Stories
    • CUSTOMER STORIES

      • Genesys
      • Deluxe
    • FOR OUR CUSTOMERS

      • Magnitude Customer Hub
      • Seismic University
      • Seismic Community
    • About Us

      Discover who we are, what we value, and how we work at Seismic.

      Learn More
    • ABOUT SEISMIC

      • Careers
      • Leadership
      • Diversity & Inclusion
      • Aftershock Store
      • Contact Us
    • NEWS

      • Newsroom
      • Analyst & 3rd Party Reports
      • Shift
    • What is Sales Enablement?

      New to sales enablement? No problem. Learn what it is and why it matters here.

      Learn More
    • WHAT'S NEW

      • Blog
      • Events & Webinars
      • Product Innovation Center
    • COLLECTION HUBS

      • Resources Center
      • Enablement Explainers
      • AI-Guided Selling
      • Financial Services
      • Sales Acceleration
      • FAQs and Glossary
  • Get a Demo

Why Content In Context Matters To Financial Advisors

By Seismic September 6, 2013 3 min read

​“We deliver a completely personalized experience to every one of our clients,” says the head of advisory services of every wealth management company.  But is this really true?  Is it “Build a Bear” service or just the same teddy bear with a different name?

Content in context is a catchy phrase these days, and for good reason: delivering the right message at the right time leads to a stronger client relationship and, ultimately, more managed assets.  But what exactly does it mean?

Content is the what.  Whether it’s prospecting, investment reviews, cross sell case studies or one-off collateral describing new product offerings, content is the stuff that your advisors show clients.  It takes the form of PowerPoint, PDF, Word, video, audio and email.  It’s the stuffing, fur, button eyes and other raw materials for your bear.

Context is the who and the when. Who a client is takes a bit of work to uncover—not just their name, but their assets and financial goals, specific to their family situation.

Tracking all of that information in a CRM, like Salesforce.com, has been a “must-do” for several years now because centralizing client information increases efficiency of prospecting, accessing client holdings and generating reports on advisor performance.  Getting the valuable data that is housed in your CRM system into client-facing content is its own challenge, of course (but one that our customers no longer struggle with).

The “when” of a client—meaning their location along the customer lifecycle curve—is a critical component of delivering a contextually relevant experience.  At what point during the client relationship do you deliver an upsell opportunity?  How many times do they need to see the “About Us” slide at the beginning before we move away from that in our prospecting presentation?

So context is a combination of building a bear that is unique to your client and giving it to them at the time that will make them most delighted.  Delivering high value content in the right context is the recipe for loyal customers with a high NPS.

Talking about delivering content in context is one thing, but delivering a customer experience that never deviates from that phrase is another thing.

Have your advisors ever said to prospects, “This slide isn’t for you—just ignore that.”

Or to clients, “I’ll have to get back to you to show you how the changes we discussed will impact the financial plan.”

It’s time that wealth managers stopped paying lip service to the notion of content in context and start delivering on it.  The ones that do will win more clients and keep them happier.  And there will be a lot of different looking teddy bears to show for it.










Share

Share on LinkedIn Tweet Me Share on Facebook Share via email

    About the authors

    Seismic

    Seismic

    Read More by Seismic

    SUBSCRIPTION

    Subscribe to our newsletter

    Thank you for subscribing

    SEISMIC IN ACTION

    Get a taste of the Seismic Enablement Cloud™

    Get a demo

    EBOOK

    The Seismic Enablement Cloud™: Know More, Engage More, Grow More

    Read the eBook

    EXPLAINER

    The complete guide to enablement

    Read more

    EVENTS & WEBINARS

    Let's meet up!

    Join us!

    CUSTOMER STORY

    Real customers. Real growth!

    Read more
    Scroll Down

    If you made it this far, we must be striking a chord.

    Get a Demo
    Seismic
    • Product
    • Seismic Enablement Cloud™
    • Sales Content Management
    • Learning & Coaching
    • Buyer Engagement
    • Content Automation
    • Strategy & Planning
    • Enablement Intelligence
    • Solutions
    • Sales Enablement Teams
    • Sales Teams
    • Marketing Teams
    • Customer Service Teams
    • Resources
    • Blog
    • Resources Center
    • Trending Topics
    • What is Sales Enablement?
    • What is AI-guided Selling?
    • What is Social Selling?
    • Social Selling Hub
    • Integrations
    • All Integrations
    • Microsoft
    • Google
    • Salesforce
    • Company
    • Contact Us
    • Careers
    • Trust Center
    ISO 27001 Certified by Schellman
    • © 2023 Seismic
    • Terms of Use
    • Privacy Policy
    • Follow us on Linkedin
    • Follow us on Instagram
    • Follow us on Twitter
    • Follow us on YouTube
    • Follow us on Facebook