CMO's Client Scoring System Will Revolutionize Lead Generation in Finance
by Emily Askham
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What you'll discover
when watching Emily's story
- Ensure the customer's voice is heard at all levels of the organization to drive meaningful improvements in client experience.
- Embrace AI and new technologies as opportunities to enhance efficiency and creativity rather than viewing them as threats.
- Develop a comprehensive go-to-market strategy that is agile and adaptable to changing market conditions.
- Implement a client scoring system to track engagement across channels and generate qualified leads for sales teams.
- Tailor content and marketing approaches to different stages of the sales funnel, from awareness to consideration.
- Use metrics to demonstrate marketing's impact on business objectives and speak the language of the C-suite.
- Foster a culture of empowerment, innovation and continuous learning within marketing teams.
Meet Emily Askham - CMO @ Natixis Investment Managers
Emily Askham is the Chief Marketing Officer at Natixis Investment Managers, a global asset management firm. She initially planned to pursue a career in sales but discovered her passion for marketing during her university studies.
Emily’s journey led her to join the asset management industry in a marketing capacity. Her role at Natixis Investment Managers involves overseeing marketing efforts for over 15 different investment managers across 17 markets in 8 languages.
Under Emily’s leadership, the marketing team has significantly improved efficiency, reducing the average global advertising costs from €45.52 per click to €4.52. She champions using AI tools to streamline content creation and translation processes.
Emily advocates for a client-centric approach, implementing annual Net Promoter Score surveys to drive improvements in customer experience. Her leadership style emphasizes empowerment, encouraging a “test and learn” philosophy within her team.
Check out Emily Askham's thoughts on modern marketing strategies
When it comes to how companies can ensure customer feedback is acted upon, Emily shares:
"The client's voice needs to be present at the board level, with the executive committee, and among senior leadership. It should be integrated across all teams."
She also shares about how marketers can better support sales teams:
"We track all marketing activity and assign it a score, which is shared with our distribution teams. This helps us guide them on what their client is engaging with."
And her approach to leadership in marketing:
"I always hire people who excel at the job more than I do. I promote a test-and-learn or fail-fast philosophy. I don't want people to fear trying new things."
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