CB 2023 Marketing

2023 Marketing Survey

Today’s marketers are working to transform their communication strategies to make better use of marketing channels (e.g., web, email, social media, apps) to meet the changing communication preferences of advisors, consultants, investors, and shareholders. They’re focusing efforts on content marketing, lead generation, personalization, segmentation, analytics, marketing automation, and alignment with sales strategies and activities … all with the goal of driving asset growth.

Cutter Associates provides firms with insights, strategies, and implementation expertise to help them navigate the people, processes, technology, and data management challenges associated with making the transformational changes needed to compete in today’s market. This marketing benchmarking survey is for institutional, intermediary, retail, and wealth management firms.

Participants will know where they stand compared with peer firms and the Cutter Associates Capability Model.

Report Contents
The study will explore your firm’s capabilities within the following key categories:

Marketing Strategy

• Determining marketing objectives, brand perception, and intended customer experience.

Marketing Content    

• Creating and distributing content for all points in the buyer's lifecycle.

Marketing Channels 

• Digital and in-person efforts used by firms to impact the customer experience. Channels include a firm’s website, email, social media, and events.

Marketing Operations 

• Managing, tracking, and measuring marketing resources and activities, including marketing data management and technologies.

How will this information be used?
In preparing the final report, Cutter Associates will take the utmost care to protect the identity of all participants. In addition to anonymizing all response data, we will create meaningful segments (assuming there is sufficient data) to relate differences in operational and/or technology nuances. The types of segments we create will depend, to a large degree, on the characteristics of the firms in the response pool.

Directions for completing the survey:
The survey must be filled out and submitted online. If you have partially completed the survey and need to return to complete at a later date, you may save the survey by clicking on the ' Save and continue later ' link located in the blue toolbar at the top right of the screen. You will then be prompted to supply an email address to save your progress. A unique link will be emailed to you that will allow you to return where you left off. You can share your unique link, or print a copy from your browser to facilitate collaboration on your response (Use the [Ctrl] + [P] keys to print).


Note: Please use the [Tab] key to navigate from one text box to the next. Hitting the [Enter] key may inadvertently submit your response.

Questions that do not apply or the answer is unknown should be left unanswered. If you select a response in error, you may clear the response by selecting the same response again.

Definitions are provided for words that appear highlighted in green. To view the definition move your cursor over the highlighted word.

If you would like to provide additional information or commentary within your response, each category has a commentary section provided for free form responses.

To return a completed survey, please click on “Submit Completed Survey” button found on the end of the survey after the last question.

Questions?
For any questions or any additional information, please feel free to contact us at benchmarking@cutterassociates.com or the following:
 

John Refford Managing Director, Marketing & Operations Cutter ASSOCIATES US: +1 617 851 0407 jrefford@cutterassociates.com

Beth LaGambina Director, Member Services Cutter ASSOCIATES US: +1 339 469 2083 blagambina@cutterassociates.com