Financial Services Growth Playbook
This playbook covers marketing strategy for financial services firms including RIAs, wealth management firms, banks, and credit unions. Every recommendation accounts for the strict regulatory environment including SEC, FINRA, and state level compliance requirements.
What's Inside This Playbook
Key Performance Indicators
The specific metrics your financial services company should track and the systems needed to measure them.
Cost Per Qualified Lead
Target: Track by service type and channel
How: CRM attribution with lead qualification scoring
Assets Under Management Influenced
Target: Track AUM sourced from marketing
How: CRM deal tracking with AUM field attribution
Client Retention Rate
Target: 95%+ annually
How: CRM lifecycle tracking with client health scoring
Referral Rate
Target: 20 to 30% of clients providing referrals
How: Automated referral tracking and request workflows
Recommended Marketing Channels
The channels that drive results for financial services companies and how to use them.
Content Marketing & Thought Leadership
Educational content around financial planning, market commentary, and retirement strategies. Build authority and trust through consistent, compliant content.
SEO
Target service and location based keywords. Build content hubs around financial planning topics.
Advisor personal branding, thought leadership content, and targeted advertising for high net worth prospects.
Email Marketing
Market commentary, planning tips, educational series, and client event invitations.
Webinars & Seminars
Educational events on retirement planning, estate planning, tax strategy, and market outlook.
Platform Integrations
The systems your financial services company should connect for unified data and marketing automation.
HubSpot CRM
Client lifecycle management, marketing automation, and compliant communication tracking
Custodian platforms (Schwab, Fidelity, Pershing)
AUM and account data for client health monitoring
Financial planning software (eMoney, MoneyGuidePro)
Planning data for personalized marketing and client engagement
Automation Workflow Templates
Pre built workflow templates to automate key processes in your financial services business.
Prospect Nurture
Trigger: New lead from content, event, or referral
Client Review Preparation
Trigger: Annual or quarterly review approaching
Compliance Considerations
Typical Results
Results represent typical benchmark targets. Individual outcomes vary based on market, budget, and engagement scope.
Implementation Timeline
A phased approach to implementing this playbook for your financial services business.
- Compliance review of all marketing materials
- CRM configuration with compliance workflows
- Set up content approval processes
- Launch compliant content strategy
- Build nurture and client communication workflows
- Set up referral tracking
- Refine lead scoring
- Launch paid campaigns
- Build client health dashboards
Frequently Asked Questions
Our financial services playbook covers Content Marketing & Thought Leadership, SEO, LinkedIn, and more. It includes KPIs, integration strategies, automation workflows, compliance considerations, and a phased implementation timeline.
Implementation follows a phased approach: Compliance & Setup (Weeks 1 to 4), Content & Campaigns (Weeks 3 to 8), Optimize (Weeks 6 to 10). Most clients see measurable results within the first 90 days.
We recommend integrating HubSpot CRM, Custodian platforms (Schwab, Fidelity, Pershing), Financial planning software (eMoney, MoneyGuidePro) with HubSpot CRM for unified data flow and marketing automation.
Compliant digital marketing presence building consistent pipeline. Automated client communication reducing manual advisor effort. Increased referral rates through systematized request workflows.