Vanguard is a leader in asset management. They help investors succeed with low costs and great advice programs.
But the company faces tougher competition. Many competitors are taking aim at its core business by undercutting fund-management fees. And the market has shifted to favor passive managers over active ones.
Streamlined Sales Process
The first step toward a well-oiled sales machine is to create a defined and effective process that your team can use consistently. This ensures that every prospect is contacted and converted, and that leads are not falling through the cracks.
Vanguard introduced a new series of municipal bond funds, reducing fees for investors. Long-term agreements with FTSE and CRSP secured benchmarks that met world-class standards while significantly lowering licensing costs.
Vanguard knew that industry conferences and tradeshows were a great way to find qualified leads, but they needed to be more effective at engaging these prospects. We helped them automate sequences that sent before and after events, including meeting links that allowed prospects to schedule time with a Vanguard rep directly from the email. This reduced the back-and-forth of scheduling meetings and lowered friction. It also increased the number of appointments scheduled, resulting in more conversions.
Automated Sequences
Vanguard supports policies that improve financial markets and benefit long-term investors. Our public policy team educates, informs, and advocates on behalf of our clients by participating in relevant regulatory and industry committees.
Email marketing is one of the most cost-effective ways to nurture, engage, and convert leads into customers. However, timing is everything, as each prospect needs to receive an email at the right time.
Sales sequences allow you to automate email drip campaigns for your audience based on specific criteria. You can create multiple sales sequences and run them at different intervals for your audience. Each sequence can have a set of steps that are sent to the prospects at a fixed day/timezone. You can also add a tag to filter out leads, contacts, or accounts that need to exit the sequence at a point of time. This is called 'Exit Criteria'.
Enhanced Prospecting
Rather than wasting time on cold calling, AI-powered sales assistants are adept at engaging qualified prospects. These digital team members can proactively reach out to leads, using a playbook that’s pre-defined and personalized for each customer segment.
For example, a digital sales assistant can reach out to an upcoming inheritance, and offer to meet with the family to discuss how they’ll manage that sum. This could be a powerful way to help them keep that money within their portfolio, instead of moving it to another firm after the death of a relative.
Vanguard also wanted to take advantage of a number of industry conferences and tradeshows as opportunities to engage with new prospects. We helped them automate sequences that would go out before and after the event, including meeting links that make it easy for potential clients to schedule a call. This eliminates the back-and-forth that can sometimes come with setting up a meeting and reduces friction on both sides.
Increased Conversions
Lead Vanguard is one of the world’s largest money managers, managing more than $6 trillion in assets. The firm is known for its low costs and advice programs. Kiplinger recently rated it tops for do-it-yourself investors, and Morningstar last year ranked its customer service among the best in the industry.
Vanguard has experienced a 15% increase in conversion rates throughout its digital structures. This fulfillment story serves as a lesson for groups searching to decorate online presence and pressure higher conversion quotes via strategic and user-centered strategies.
We partnered with Vanguard to leverage HubSpot Sales tools to help them convert qualified leads into clients. We helped them tell their story and begin treating their website as a silent salesperson—and the results have been incredible. In just a few months, they’ve closed $2.8 million dollars in business and added 921 new contacts to their CRM. And their sales cycle is now shorter than ever before. This growth is all thanks to the team’s ability to onboard and embrace their new tools.