MARTECH MINUTES: Building a Wealth Industry Marketing Tech Stack


In today’s competitive market, having a solid and efficient marketing strategy is crucial for the confidence of any organization.

With the advancement of technology, wealth organizations now have access to a wide range of marketing tools and software to help them reach their target audience and achieve their goals. However, with so many options available, it can be overwhelming for them to choose the right tools and integrate them seamlessly into their existing processes.

According to Teresa Leno, CEO and Founder of Fresh Finance, building an enterprise marketing technology stack using a customized platform is simple. The Digital Wealth News team recently interviewed Leno to discover why building a marketing technology stack is critical for today’s wealth organizations.

A marketing technology stack, or a “martech stack,” is a collection of different marketing tools and software that work together to achieve specific marketing objectives. These tools can include customer relationship management (CRM) systems, content management systems (CMS), analytics platforms, email marketing software, and many more. Wealth organizations can streamline their marketing efforts and make data-driven decisions by combining these tools and creating integrations.

“A customizable martech solution, like Fresh Finance, allows organizations to have a centralized system to consolidate all their data and marketing activities. This system not only saves time but also provides a more accurate view of the customer journey and helps identify areas for improvement. Additionally, using different tools for different tasks allows organizations and their advisors to use the best software for each specific purpose rather than relying on a one-size-fits-all solution,” says Leno.

So, how can businesses build a marketing technology stack that works for them? Leno adds that the key is understanding their team’s knowledge level, the enterprise’s needs, and objectives and then seeking the right tools to fulfill them. They must thoroughly assess the current marketing processes and identify gaps or areas for improvement. Once the necessary tools are selected, the next step is integrating them into the existing system.

“Integrations are the key to maximizing the efficiency and effectiveness of a marketing technology stack. They allow different software to communicate with each other and share data seamlessly, eliminating the need for manual data entry and reducing the chances of errors.

 Integrations can benefit an organization differently, depending on the tools used. Our software already has built-in integrations with popular platforms, while other organizations may require custom-built integrations. Whichever method the organization chooses, they must ensure that the integrations are secure and compliant with data archiving, which is crucial,” adds Leno.

Leno says that one of the most significant advantages of using integrations in a marketing technology stack is the ability to personalize and automate enterprise marketing campaigns. By integrating client data from different sources, the organization’s marketing team can create targeted and personalized campaigns that resonate with their advisors’ audience and lead to better engagement and higher conversion rates. Integrations also allow the automation of tasks such as email marketing and social media posting, freeing time for their advisors to focus on other essential areas.

Another benefit of using integrations is improved data tracking and reporting. With all the different tools working together, wealth organizations can get a holistic view of their marketing efforts and track the performance of campaigns across multiple channels. The data is then be used to make informed decisions and adjust strategies accordingly.

In conclusion, building out a marketing technology stack with the help of integrations is crucial for wealth organizations looking to stay competitive in today’s digital landscape. It streamlines processes, saves time, and allows for better personalization, automation, and data tracking. Organizations can effectively reach their target audience and drive client confidence with a well-integrated marketing technology stack.

Click to Learn More About FreshFinance

Teresa Leno worked as a financial advisor and experienced firsthand the importance of financial education to help clients make more informed decisions before a crisis. Through her experience, Fresh Finance was started as a financial content marketing solution to help advisors validate their expertise through sharing content.