IBM Prospecting Hub
Industry: High Tech & Telcos, Finance & InsuranceCrafting an agile product vision with IBM in a one-day design workshop.
Offerings: Product Strategy, Concept Co-Generation, Visual Story Telling, Experience Design
How do we create an effective lead generation strategy for financial advisors using the newly launched Prospecting Hub?
We collaborated with Offering Management and Design to understand what financial advisors value and how it influences the way they build a book of business.
Through active conversation and reflective questioning, we learned that financial advisors have no interest in working. They are more focused on getting to the golf course than fishing through leads. We used this insight to pivot from trying to facilitate OM’s process to doing their process for them.
The Result We identified three ways to generate better leads using Prospecting Hub:
Personalize the message: Personality matching between advisors and prospects has been shown to increase conversations by 32%. Personalizing your message helps prospects feel more comfortable getting in touch with you, which makes the sales process easier.
Make it easy to find contact info: Having your email address on every page of your website is an obvious one — but don’t forget about social media either! People who know where they can reach out will be more likely to do so, leading to more conversations and better conversions over time.
Use social data for prospecting: LinkedIn allows financial advisors access to millions of potential clients through its advanced search tools — even if they aren’t currently looking for advice from someone like you!
The OutcomeWe solidified an agile vision statement: The Prospecting Hub will be the one-stop to help a financial advisor more efficiently and effectively grow their book of business.
