How to launch a lead gen pilot – journey mapping
There is no better way to demonstrate the value of your marketing efforts than by generating fresh leads…
24 April 4 mins
How to approach a successful website project: Consider these five principles
At this point we all know that a website is an essential portal for information and a fundamental representation of a firm’s brand. Yet, many asset management firms fall short when it comes to building and optimizing their websites for maximum impact.
15 February 3 mins
How to make social media content go viral
Creating viral content is a challenge that marketers across industries strive to conquer. The formula for achieving viral content is a topic of much debate. While there's no guaranteed recipe for success, a theory put forth by Australia-headquartered Birdcage Marketing School offers an interesting framework that could be a valuable tool for marketers. It suggests viral content should, firstly, be a combination of three key elements: controversy, relatability and aspiration. Secondly, it should be tied to universal themes. That said, is the framework applicable within the financial services sector?
01 February 3 mins
Website Performance F for Fail
OK that’s a slightly harsh headline but as a rule, asset managers websites are not fast. I meant to write this post in Q4 last year but as usual the last few weeks of 2023 got very busy and time to write became a scarce commodity. Now with all the good intentions a new year brings, I’m making time to write more about Beacon and our broader digital work.
18 January 3 mins
White Marble’s checklist of objectives for investment marketers in 2024
As we open our shiny new 2024 calendars, the mood amongst marketing leaders seems a little more cheerful. Having held back or even given up budget in 2023, priority projects are moving forward once more. The need to get ahead in this highly competitive market can’t wait.
10 January 5 mins
Digital Innovation in 2024
As we approach the end of 2023, we start to turn our attention to the Digital trends and…
14 December 5 mins
Learning lessons from OpenAI’s Leadership Crisis
In recent headlines, OpenAI, a pioneer in artificial intelligence (AI), found itself in a sea of controversy. The events that unfolded not only sent shockwaves through the tech industry but also spotlighted the profound significance of corporate culture and transparency within business. So, what happened?
27 November 3 mins
What do we mean by digital?
We’ve been thinking about what ‘digital’ really means. It’s a word that is variously used to describe tools, channels, people and ways of thinking. So what does digital really encompass, and what is the true breadth of digital topics that relate to investment management firms?
18 October 4 mins
Martech in 2023: White Marble speaks on marketing automation and AI
White Marble’s Andrew Scott and Ross Treleaven used their time at the Financial Services Forum's Martech event to discuss marketing automation and its evolution alongside artificial intelligence. The relationship between marketing and technology, as well as the capabilities of AI in relation to automation, has dominated headlines of late.
03 July 3 mins
The AI Experiment part 1: Can one tool create a complete social campaign?
We've all been hearing a lot about the wonders of artificial intelligence (AI) recently, which got the White…
04 May 7 mins