Insights | 11.11.20
How to Adapt Your Marketing So You Can Thrive No Matter What This Year Throws Your Way
Over the last few months since the start of the COVID-19 pandemic, it’s fair to say the way we now do business has been altered significantly. Work environments have changed drastically and our reliance on technology has undoubtedly grown. To help transition into this “new normal” as seamlessly as possible, BISA continues the “Technology Tuesday” webinar series.
Join us next week on Tuesday, November 17 for part six of the series, “How to Adapt Your Marketing So You Can Thrive No Matter What This Year Throws Your Way.” Read below for a Q&A with presenter Diana Cabrices, Vice President of Enterprise Development at Snappy Kraken, an award-winning MarTech company focused on ready-made lead generation and client engagement campaigns for financial advisors. Cabrices discusses her upcoming webinar and what attendees can expect to take away, adopting new marketing techniques, and more.
Can you tell readers a little about yourself?
I’d love to! I’ve spent the last five years working in fintech, supporting thousands of advisors through many different aspects of their businesses — succession planning, M&A, marketing, technology, etc. I have a passion for business in general and I love being able to teach and truly consult with advisors. After earning my bachelor’s degree in business economics at Georgia State University, I took off to travel the world while simultaneously being dedicated to finding remote work, which I did successfully! I’ve worked remotely the entire time I’ve been in this industry and I wouldn’t have it any other way.
With the pandemic, I couldn’t have been more grateful I chose this route years ago and I didn’t have to adapt to a sudden change like so many of us did, but I was also glad to support my peers who did have to adapt quickly. I currently live in Miami, FL, and enjoy reading, biking, traveling when I can, and connecting with other women in sales leadership positions for female empowerment. Most of all, I LOVE speaking about marketing for financial advisors, and I’m excited to present to the BISA network!
What should attendees expect from your upcoming session, “How to Adapt Your Marketing So You Can Thrive No Matter What This Year Throws Your Way?”
Advisors who are typically overwhelmed or confused by marketing are going to gain a lot of relief in this webinar. I’ve taken the overall marketing strategy advisors should deploy in their businesses and really simplified it. Throughout the session, I’ll be dropping “nuggets of knowledge” that come from our extensive research on our campaigns that I know advisors will truly appreciate, and that hopefully excite them about marketing! Even if you don’t want to use Snappy Kraken (or can’t for any reason), you’re still going to take a lot away from this presentation.
Why is it so imperative that those in the field are open to change and are able to quickly adapt to new techniques in marketing?
There are a lot of tools, tactics, and technologies in this field that don’t necessarily change often, or that aren’t required to change as quickly based on the “climate” of the world changing quickly. Marketing is not one of those things! With marketing, you have to be ready and on your feet to change swiftly, and if you don’t, you really risk staying behind and missing out on a ton of opportunity.
How does change in the marketing mindset effect relationships in the workplace? What are the advantages?
Marketing is all about human relationships. The stronger your marketing, the stronger your relationships! If you’re still stuck in last year’s (or the last decade’s) marketing strategy, you risk losing out on potential relationships and deepening the current ones you may have. If you’re with the times and doing it right, you’ll see your relationships flourish and start to build meaningful ones — the ones that actually matter!
Can you speak more on the “it” factor for marketing automation and why this is so important?
Yes! The “it” factor is all about your tone, timing, message, delivery, and presentation! It’s the personalization of your content, and not to you as the professional, but to your audiences, so that you really strike a chord with them. If you’re launching bland and canned content, especially in the middle of 2020, you’re not going to drive as many meaningful conversations that will lead somewhere, convert as many prospects, or “wow” as many clients. This is where a lot of advisors go wrong with their marketing when choosing automation tools. Automation is just one piece of the strategy puzzle!
Is there anything else you would like to add or comment on?
If you want to learn the fundamentals of how to get marketing right (without feeling overwhelmed) so you can grow your relationships and business on autopilot while still having the time to run your business how you like, join us for this webinar!
To register for “How to Adapt Your Marketing So You Thrive No Matter What This Year Throws Your Way” webinar session and to learn more about BISA’s Technology Tuesday webinar series, visit our website. Sessions take place on Tuesday afternoons from 4:00 p.m. -- 5:00 p.m. ET.