Melissa Buchanan, Author at Intention.ly

Intention.ly

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Author: Melissa Buchanan

The Marketing Budget Betrayal: Stop Spending & Start Investing for AUM Growth

Posted on by Melissa Buchanan

Are you treating your marketing budget like a donation to a charity? You spend it because you feel you should, with zero expectation of a return. Or, do you treat it like the coins at a cash register, taking one when you need it but never replacing it?

That short-sighted mindset is why your firm could flatline. If you want to make a genuine investment in your marketing, we’ve got you covered.

First, forget the common benchmark of 5-12% of revenue on marketing. It’s useless. That formula is for businesses that deal in low stakes and transactional clients. You aren’t one of them.

Your marketing spend is capital expenditure for AUM growth. A single, generic percentage fails to account for the risk, the stage, or the expected long-term ROI in the financial services world. You need to invest based on where you are and where you intend to go.

Second, here’s a stage-by-stage guide to spending what actually moves the needle

Marketing Spend Benchmarks by Growth Stage

Stage 1: The Startup Firm (Under $50M AUM)
Investment Band: 8-15% of Revenue

You have no momentum yet. This high percentage is not optional; it’s the cost of entry. If you aren’t spending aggressively at this level, you’re waiting for a competitor to bury you.

Your strategic focus must be foundational and digital. Your sole job is to acquire the first clients who will fund your future. This requires non-negotiable investment in a website that actually converts (not a brochure), foundational SEO for long-term authority, and core content pillars that meet high-value client intent.

Stage 2: The Growth Stage ($50M–$500M AUM)
Investment Band: 5-10% of Revenue

You have momentum, but you must shift from survival to scale and efficiency. Your marketing dollars need to work harder, not just be spent freely.

The goal is to engineer referrals and content conversion. Shift content focus from awareness to proving expertise and closing leads. The edge here comes from advanced content assets, CRM integration to track attribution, and formalizing client experiences that generate predictable referrals.

Stage 3: The Established Firm ($500M+ AUM)
Investment Band: 3-7% of Revenue

You are the brand. The focus shifts from high-volume acquisition to fortification, retention, and premium client acquisition.

Marketing is now about brand defense and acquisition. Minimizing churn and maximizing the value of every new high-net-worth (HNW) relationship is key. The high-stakes investment is in high-touch client engagement (exclusive events), strategic PR and media relations, and brand defense campaigns.

Allocation & Accountability

Defining the right budget percentage is only the first step. You can be spending 15% of revenue and still fail spectacularly if the capital is deployed poorly.

The true test of a growth-minded firm is the strategic decisions you make with the money. This is where most firms fail.

The Lottery Mentality

You’ve made the investment, but are you supporting it?

Here’s a blunt reality check for the impatient: If you launch a marketing campaign and pull the plug in two weeks because your phone didn’t ring with a $5 million client, you didn’t make a strategic investment—you bought a lottery ticket. You funded a one-off attempt, not a persistent growth system.

Marketing is a cumulative investment in trust, authority, and measurable data. It takes time for the engine to warm up, and in this industry, the lead cycle can be 6 to 18 months.

The Equation: Arbitrary Spend + Zero Patience = $0 ROI

If you have the conviction to manage generational wealth, you need the conviction to fund a generational growth plan.

Channel Allocation: Where the Dollars Go

The percentage of spend matters, but the allocation is the true engine of growth. You can be spending 15% and still fail if you’re putting 80% of it into legacy tactics that your target market ignores.

Startups must be digital-first. Established firms can afford to invest in less-direct, high-impact channels. This is not a set-it-and-forget-it distribution. If your current allocation is based on inertia, it’s time to rebalance.

For a detailed breakdown on channel percentages and specific digital spend areas, see our guide on developing a sustainable digital marketing budget.

The Measurement Takeaway

Your marketing budget is the premium you pay for growth.

The specific ROI framework for your firm is complex, but the underlying rule is universal: If you can’t measure the outcome, you’re not spending—you’re gambling. The only way to move from guesswork to growth is to track the results that matter most to your bottom line.

Stop using generic industry benchmarks and start using the blueprint that matches the future of your firm. If you’re ready to commit to a verifiable growth strategy—one built on intentional spend, not guesswork—it’s time to talk. Contact us today!

Why We’re Happy Our Organic Traffic Is Dropping

Posted on by Melissa Buchanan

Let’s be honest. For many financial firms, organic traffic is getting… soft. The reliable engine that powered lead generation for a decade is sputtering. 

Why? Because your clients are getting their answers before they ever click a link.

Answer engines and generative AI have changed the game. But this isn’t a eulogy for organic search—it’s a wake-up call (and we’re on the other line ready to answer!).

While traditional traffic might be flattening, research shows that traffic coming from these new LLM-driven interactions is converting 3 to 6 times higher.

This is a filter for intent. You’re no longer attracting casual browsers. You’re getting prospects who have already received a specific answer, powered by your content, and are now ready to act.

It’s Answer Engine Optimization (AEO), and it’s no longer optional. It’s the bridge between a solid technical foundation (SEO) and becoming the AI’s trusted recommendation (GEO). If you don’t have a strategy to become the source for AI-powered answers, you’re missing your most valuable future clients.

The phone is ringing. Grab the guide that shows you how to answer the call: The Evolution of Search: A Financial Marketer’s Guide to SEO, AEO, and GEO.

The Evolution of Search: A Financial Marketer’s Guide to SEO, AEO, and GEO

Posted on by Melissa Buchanan

Consumer behavior has fundamentally changed, and along with it, so have the rules of digital visibility. Consider a tech founder who’s just had a major liquidity event. A few years ago, their first call might have been to a private bank. Today, they open an AI app and ask: “Who are the best advisors for pre-IPO tech founders with complex equity compensation?”

Or picture a family that has recently come into a significant inheritance. Instead of asking their accountant for a name, their first step is to ask an AI: “Who are the best advisors in my city to help manage a recent inheritance and minimize the tax implications?”

For financial services firms, this shift changes everything.

But, this doesn’t mean the marketing skills that brought us here are obsolete. Instead, they have evolved. To succeed, marketers must now build on that foundation by understanding the three layers of modern visibility:

  • SEO (Search Engine Optimization)
  • AEO (Answer Engine Optimization)
  • GEO (Generative Engine Optimization)

SEO: The Foundation in a Changing World

SEO hasn’t disappeared, but its role has been clarified. It’s still the essential groundwork that makes your firm’s digital presence stable, credible, and, most importantly, readable to new technologies. It remains the foundation and framework of your digital visibility. 

While some old SEO tactics have become less important, the technical aspects are more critical than ever. AI models need to efficiently crawl and comprehend your site’s content to even consider it a potential source. This is technical SEO.

According to recent analysis, structured data, or schema, is crucial because it removes ambiguity for AI. It’s how computers read the data and here’s why it still matters:

  • Technical Health: A fast, secure (HTTPS), and mobile-friendly website is tablestake. AI engines see a poor user experience as a negative signal, and slow-loading pages can be a non-starter.
  • Structured Data (Schema): This is the practice of labeling your content for search engines. It tells an AI that this page is a financial service, this is an article about estate planning, and this is the author’s credentials. It’s a direct line of communication with the machine that builds trust and understanding.

AEO: Winning the Moment of Need

If SEO is your foundation, AEO is the next evolution. It’s the art and science of optimizing your content to provide a direct answer to a specific question. It’s how you win the moment of inquiry.

This is where your content strategy shifts from targeting broad keywords like “retirement planning” to answering the precise questions your clients ask every day, such as, “How do I calculate required minimum distributions from an inherited IRA?”

The goal is to align your content with the “searcher’s intent.” For AEO, that intent is almost always a question. AI-powered answer engines are designed to find the most direct, helpful response to these conversational queries.

Here are some tips to build your AEO strategy:

  • Build a Question-Based Content Hub: Structure your blog posts and create dedicated FAQ sections around the real questions your clients ask. Use these questions as the actual headings in your articles to signal clear relevance.
  • Embrace E-E-A-T: For Your Money or Your Life (YMYL) topics like finance, Google’s quality signals of Experience, Expertise, Authoritativeness, and Trustworthiness are paramount. Your answers must be correct and demonstrate why you are qualified to give them. Showcase author credentials, cite data, and be transparent.

GEO: Becoming the Trusted Recommendation

This brings us to the new GEO frontier. If AEO is about providing the best answer to a single question, GEO is about positioning your firm as the trusted expert that an AI should recommend for broad, complex advice.

Answering a question is transactional. Being recommended is relational. GEO is about the AI seeing your entire firm as a reliable and authoritative entity in the financial world. It’s the ultimate outcome of a holistic brand and content strategy.

This isn’t about a single tactic but about building a constellation of authority signals over time. Marketers must “create authoritative, structured content to align with generative AI’s evolving search results.” This means focusing on uniqueness, depth, and context—not just keywords.

Consider building the signals though:

  • Consistent Thought Leadership: A regular cadence of high-quality, insightful content proves your expertise over the long term. This is where your blogs, whitepapers, and market commentary come into play.
  • Third-Party Validation: This includes citations in credible media outlets, guest appearances on reputable financial podcasts, and a strong portfolio of positive client reviews across various platforms.
  • A Clean Digital Footprint: Ensure your firm’s name, address, and key information are consistent everywhere online, from your Google Business Profile to industry directories.

How Marketing Continues to Evolve

The path to digital visibility in the AI era is an evolutionary journey. You must meet your clients where they are, and increasingly, that’s in conversation with an AI.

Think of it this way:

  • SEO makes your firm legible to AI.
  • AEO makes your content the answer to a direct question.
  • GEO makes your brand the trusted authority that AI recommends.

We’re not chasing the ever-changing algorithms; we’re building genuine, demonstrable authority. By focusing on a solid technical foundation, providing clear answers, and building a reputation of trust, you’ll win the confidence of both your future clients and the powerful AI that guides them.

Where do you stand? Start by asking an AI about the complex problems your best clients face, and see who it recommends. The answer may surprise you.

How Specialized Agencies Drive Growth in Financial Services

Posted on by Melissa Buchanan

Financial professionals and marketers share an analytical DNA (believe it or not!). We both thrive on data, strategy, and measurable results. But that connection is just a starting point in a growth relationship. To truly thrive, you need a marketing partner who speaks your language. One that has a specialized understanding of the nuances across financial services. Because the very nature of this industry demands marketing strategies that inspire confidence through: 

  • Modernization: The financial industry has been slow to adopt updated marketing strategies, relying on outdated methods that are no longer effective, particularly at capturing attention of the next generation of users or investors.
  • Regulatory Understanding: Compliance can stop creativity in its tracks, but marketers who understand the nuances of the regulatory landscape are uniquely positioned to walk the fine line between effective, attention-grabbing messaging and what’s actually permissible to say.
  • Differentiated Positioning: In an industry becoming increasingly crowded and commoditized, specialist marketers can more clearly see gaps and opportunities for firms to stand out and establish value propositions that are both unique and highly relevant.

If you’re looking for a marketing partner who truly understands the unique challenges and opportunities of the financial industry, consider a specialized agency. Here’s why:

  • Industry Expertise: Specialized agencies eliminate the learning curve. They’re fluent in your world, understanding the nuances of wealth management, asset classes, and the intricacies of the financial advisory landscape. This means no time wasted explaining what a TAMP is — they’re already crafting campaigns that resonate with your target audience.
  • Industry Advantages: These agencies offer a deep bench of industry connections and insights. They know the key players, the emerging trends, and the regulatory shifts that impact your business. They can connect you with the right industry partners, amplify your thought leadership through targeted media outreach, and even help you navigate complex compliance requirements. 
  • Optimized Spend & Cost Efficiency: Specialized agencies bring deep expertise in managing marketing budgets within the financial sector. They understand the cost dynamics of various channels and can identify opportunities to eliminate wasteful spending. By strategically allocating resources and focusing on high-impact tactics, these agencies maximize ROI and ensure your marketing budget delivers tangible results.
  • Competitive Landscape Intelligence: These agencies also have a view into what all your competitors are doing from a marketing perspective. They conduct thorough SWOT analyses identifying strengths and weaknesses in offerings, pricing, and marketing tactics. This intelligence provides valuable insights to position your firm for success.
  • Proven Playbooks for Success: Don’t settle for templated solutions that were sold to the industry as “standard.” Specialized agencies have a playbook tailored to the financial sector, with strategies proven to attract and convert high-net-worth individuals, institutional clients, or whatever your target demographic may be. They understand the buyer journey in the financial context, from initial awareness through complex decision-making processes. This means crafting the right content at the right time, nurturing leads effectively, and ultimately driving measurable growth.

 

What should I expect from a marketing agency?

✔ A good agency will work with you to develop a customized marketing plan that fits your specific needs and goals. They should also be able to provide you with regular reports on your progress.
✔ If you’re looking for results right away, ask yourself if you expect the same from the market. The truth is, good marketing takes time and depends on your goals.
✔ A competent marketing agency will be honest and upfront about what you can expect, and work with you to develop a strategy that fits your budget and timeline.

 

Bottom Line: Find the Right Match

Your marketing agency should be a seamless extension of your firm. Here are some questions to ask during the vetting process: 

 

  • Can you provide specific examples of how you’ve helped other finserv and fintech companies achieve measurable growth?
  • Can you share case studies where your strategies led to measurable revenue growth for clients in a similar stage of development as ours?
  • How do you approach building relationships with distribution partners in the financial services industry (where sales cycles can be long and complex)?  
  • How do you track and measure the success of your marketing campaigns, and how do you ensure a positive ROI for your clients? 
  • How do you ensure that your marketing efforts align with and support our overall business goals?
  • How do you navigate the unique regulatory challenges of marketing financial products and services, particularly in relation to the SEC guidelines?
  • Can you describe your communication and reporting processes? How do you ensure we’re always on the same page and informed about progress? 
  • How would you describe your agency’s culture and values? How do you ensure alignment with our team?

 

localhost:10008/, the growth engine design consultancy firm transforming the way finserv and fintech companies approach marketing, is dedicated to helping financial services firms build high-performing marketing teams. Our expertise in the industry allows us to provide tailored solutions and actionable insights. 

Learn more about our Services and contact us today to explore how we can partner with you to achieve your marketing goals.

 

Breaking Through the Noise: How Fintechs Can Market Effectively to Financial Advisors

Posted on by Melissa Buchanan

The fintech landscape has transitioned from rapid expansion to a focus on sustainable, profitable growth. McKinsey’s research predicts fintech revenues to outpace traditional banking by nearly threefold between 2023 and 2028.

Financial advisor Michael Kitces proposes a framework for the evolution of financial planning. While Financial Advice 1.0 and 2.0 represent our past and present focus on reactive solutions, Financial Advice 3.0 paints an optimistic picture of the future.

This vision highlights deeply tailored planning experiences, where human expertise and digital support work together to engage clients proactively. Financial Advice 3.0 prioritizes a more thorough analysis of each client’s unique situation, revealing opportunities for customized financial strategies.

The doubling of AdvisorTech businesses on the Kitces.com Fintech map within five years reflects this growth. Additionally, new categories — from 29 in 2018 to 37 in 2024 — showcase the expanding fintech landscape.

These trends reinforce the need for effective marketing strategies. Fintech companies seeking to capture the attention of financial advisors must be strategic in their approach.

Strategies That Work

To stand out in this crowded market, consider the following tips: 

 

1. Clearly Articulate Your Value Proposition: Demonstrate how your product solves advisor problems and improves their efficiency.

Scenario: Your product streamlines customized portfolio construction. Example: Create tailored model portfolios that meet your clients’ unique needs in just a few simple clicks..

 

2. Leverage Industry-Specific Language: Show your understanding of advisor needs and challenges.

Scenario: Your product helps advisors manage client expectations. Example: Our client communication platform provides customizable templates for quarterly reviews and performance updates, helping you maintain strong advisor-client relationships.

 

3. Build Trust and Credibility: Showcase testimonials, case studies, certifications, and subject matter expertise.

Scenario: Your product is backed by industry experts. Example: Our advisory board includes former compliance officers and leading financial advisors, ensuring our platform meets the highest industry standards.

 

4. Focus on ROI: Quantify the financial benefits advisors can expect from using your product.

Scenario: Your product helps advisors increase AUM without adding more clients to manage. Example: Our planning platform helps advisors uncover held-away assets, increasing AUM per client by 15%.

 

5. Be Proactive About Adoption: Offer hands-on implementation guidance and build a comprehensive library of training materials.

Scenario: Your product is a complex platform. Example: We offer a dedicated implementation and onboarding team, plus lifetime access to regularly updated training resources.

 

6. Address Compliance Concerns: Assure advisors that the platform adheres to industry regulations.

Scenario: Your product handles sensitive client data. Example: Our platform is SOC 2 Type II certified, ensuring the highest level of security and data protection.

 

7. Target Industry Associations: Join groups like the Financial Planning Association (FPA) or the Certified Financial Planner Board of Standards (CFP Board) to connect with advisors.

Scenario: You want to connect with a specific niche of advisors. Example: Partner with the National Association of Personal Financial Advisors (NAPFA) to reach independent advisors focused on fee-only planning.

 

Bonus Tips:

  • Leverage Social Media: Share industry news, insights, and thought leadership content on platforms like LinkedIn.
  • Attend Industry Conferences: Network with advisors and showcase your product at relevant events.
  • Offer Educational Resources: Provide webinars, whitepapers, or articles that address advisor pain points.

localhost:10008/, the growth engine design consultancy firm transforming the way finserv and fintech companies approach marketing, is dedicated to helping firms build high-performing marketing strategies. Learn more about our Marketing Services and contact us today to explore how we can partner with you to achieve your marketing goals.

localhost:10008/ in Practice offers practical guidance and actionable strategies for financial services and fintech firms. Stay tuned for the next in our series: Why Specialized Agencies Get Better Results for Financial Marketers.

The Great CMO Debate: Fractional vs. In-House for Financial Firms

Posted on by Melissa Buchanan

localhost:10008/ in Practice offers practical guidance and actionable strategies for financial services and fintech firms. Through in-depth analysis, case studies, and expert insights, we explore the latest trends and best practices to help you achieve your marketing goals.

 

Let’s face it, the business landscape is fueled by debate — and the marketing arena is no exception. Activity vs. results. Brand buzz vs. loyalty. It’s the constant back-and-forth that keeps things interesting (and sometimes frustrating). But there’s one debate that’s particularly relevant for financial firms today: Fractional CMO vs. In-House CMO.

Here at localhost:10008/, we’re not about pitting one against the other. It’s more about finding the right tool to drive your success. Because done well, marketing is the ultimate growth engine to increase brand awareness, engagement, and sales.

That’s why we created The localhost:10008/ Advantage, a series designed to equip financial services and fintech leaders with the knowledge and insights to conquer the ever-evolving marketing landscape.

Why Marketing Matters More Than Ever in Finserv & Fintech

The way financial institutions market themselves has undergone a seismic shift. Traditional media campaigns have become relics of the past as consumers demand a seamless, digital experience. Navigating this new landscape takes a strategic overhaul to deliver the personalized experiences consumers have grown to know — and expect.

An understanding of SEO, PPC advertising, content marketing, and social media is no longer optional. It’s the table stakes for staying competitive.

And, unlike many other industries, finserv and fintech operate in a heavily regulated environment. Marketing efforts must comply with strict regulations designed to protect consumers. 

Aligning Marketing With Business Objectives 

When it comes to marketing leadership at your firm, there’s no one-size-fits-all answer. Ultimately, choosing between a full-time or a fractional CMO hinges on a deep understanding of your organization’s specific needs and goals.

However, before we share some key components of each model, let’s address a fundamental truth: without a clear organizational strategy, neither a fractional nor an in-house CMO can achieve maximum results. Aligning marketing goals with your overall business objectives is paramount. This means ensuring your marketing team and especially your marketing leader understand the broader organizational goals and can translate them into actionable marketing plans.

In the following sections, we’ll explore how both full-time and fractional CMOs can contribute to your organization’s success, considering factors such as:

  • Organizational size and structure
  • Marketing budget and resources
  • Internal marketing team capabilities
  • Specific project needs

By carefully evaluating these elements, you can make an informed decision that positions your business for long-term growth.

Which CMO Model is Right for Your Business?

Advantages of a Fractional CMO

A fractional CMO offers a flexible and cost-effective approach to accessing high-level marketing expertise. These professionals bring a wealth of experience and industry knowledge to your organization without the long-term commitment of a full-time hire.

Advantages of an In-House CMO

An in-house CMO offers deep institutional knowledge and a long-term perspective on your business. This role is critical for organizations that require a dedicated marketing leader to drive strategy and build a high-performing marketing team.
  • Expertise of a Seasoned Marketing Leader: Gain access to a marketing professional with years of experience building successful campaigns and navigating the ever-changing marketing landscape.
  • Flexibility: Scale your marketing efforts up or down as needed, ensuring your resources are allocated efficiently.
  • Cost-Effectiveness: Avoid the high salary, high turnover, and expensive benefits associated with a full-time CMO, while still benefiting from high-level marketing expertise.
  • Increased Capacity: Get more done, faster. A fractional CMO can take on strategic tasks, which frees your internal team to focus on execution.
  • Access to a Network: Leverage the CMO’s connections to vendors, partners, and other industry professionals.
  • Mentorship & Training: Benefit from ongoing guidance and coaching for your internal marketing team.
  • Reduced Risk: Test the waters with a fractional CMO before committing to a full-time hire.
  • Deep Institutional Knowledge: A dedicated CMO becomes intimately familiar with the company’s culture, values, and strategic objectives, which can foster alignment between marketing and overall business goals.
  • Strong Leadership & Vision: Provides clear direction and inspiration to the marketing team for a cohesive and focused approach.
  • Day-to-Day Oversight: Ensures consistent execution of marketing initiatives and close monitoring of performance metrics.
  • Long-Term Strategic Planning: Contributes to the development of the company’s overall strategic direction and positioning.
  • Team Building: Develops and mentors a high-performing marketing team.

 

Helpful Tips For Hiring a Fractional or In-House CMO 

  • Clearly Define Your Needs: Determine your biggest marketing challenges and goals. What specific expertise do you need?
  • Experience & Track Record: Look for someone with a proven history of success in your industry or a relevant niche. Has this person worked in finserv or fintech?
  • Cultural Fit: A good CMO will seamlessly integrate into your existing culture. How do you envision a successful partnership?
  • Communication Style: Choose someone who communicates effectively and aligns with your preferred approach to collaboration. What is the organization’s preferred communication style?

Make sure you can clearly articulate these answers before expecting a good fit. 

End Goal: High-Performing Marketing 

Crafting a winning marketing team requires a strategic approach that aligns with your overall business objectives. As discussed earlier, the decision to hire a full-time or fractional CMO is a critical step in this process.

While both models offer distinct advantages, the key lies in understanding your organization’s specific needs, resources, and goals. Remember to consider factors such as business size, marketing maturity, budget, and project scope to determine the best fit.

The ultimate measure of success is not the CMO model itself, but the impact it has on your bottom line. A well-structured marketing function — whether led by an in-house or fractional executive — can drive significant revenue growth, enhance brand reputation, and increase customer loyalty.

localhost:10008/, the growth engine design consultancy firm transforming the way finserv and fintech companies approach marketing, is dedicated to helping financial services firms build high-performing marketing teams. Our expertise in the industry allows us to provide tailored solutions and actionable insights. Learn more about our Fractional CMO Services and contact us today to explore how we can partner with you to achieve your marketing goals.

 

And stay tuned for the next in our series: Tips for Marketing to Financial Advisors.