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Creating a focused and
effective marketing department.
Business Challenge
- Create a focused, effective marketing team
Action
- Find strategic alignment
- Measure effectiveness
Results
- Reaching larger audience
- Generating more high-quality leads
- Spending less money
Business Challenge
Tucker Advisors is a Denver-based field marketing organization, serving hundreds of advisors across the country. In a highly competitive industry, Tucker’s marketing was a weak point. There was little visibility into what was or was not working, so while the company was growing, there was no way to decide which tactics to replicate and which to discard.
The marketing team struggled to keep up with the fast-paced organization, jumping from item to item on a mind-boggling to-do list. When key staff members left the company, the department floundered in a confusing vacuum.
Action
Find Strategic Alignment
Tim was hired as fractional CMO, with the 3Fold team serving as a Greenville marketing office as needed to supplement the Denver office. Tim’s first step was finding strategic alignment. In a series of meeting with the Tucker executives and department heads, he discovered the company’s primary objectives. With those objectives in mind, he was able to focus marketing efforts on high-value projects, spending the most resources on action that would move the needle.
Measure Effectiveness
Next, he brought clarity to marketing tactics. Each tool was analyzed and compared to the strategic objectives. One comparison of cost per lead saved Tucker thousands per month. Moving forward, new initiatives were carefully chosen and results analyzed to aid forecasting and planning.
Results
Reaching Larger Audiences
As the marketing efforts became focused and honed, attendance at Tucker events and webinars grew. Previously ineffective budget was redirected to reach hundreds of thousands of advisors.
Generating High-Quality Leads
With larger audiences came more leads, but the key to growth is quality leads, not just volume. Each message was carefully crafted to attract Tucker’s ideal prospects, so that marketing work delivered high-quality leads to the business development team.
Spending Less Money
The new marketing team set-up was the first step in effectively allocating the marketing budget. With the Greenville team as a fractional marketing department, Tucker could focus budget on media and events instead of overhead.
Second, clear visibility into cost per lead for each marketing channel made it easy to focus on high-yield channels and to effectively redirect money that wasn’t producing good leads.
“Previously, other writers just didn’t get it. I had to edit and rewrite everything they said. Now, our writers send stuff that’s better than what I could have said.”
– Karlan Tucker
Conclusion
With a committed CMO leading an effective team, Tucker’s executives were free to focus on what they do best. In a time of great upheaval in a highly competitive industry, Tucker Advisors improved and grew.
Do you think a fractional CMO or marketing team could help your business?
We’d love to talk about it. →