Financial institutions are at a pivotal crossroads. Emerging technologies, economic uncertainties and rapidly evolving client preferences are changing the way that firms operate. The firms that find a way to offer their client-facing professionals tools to deliver highly personalised interactions and deepen client relationships will be the ones that succeed in the long run.
However, many client-facing teams spend too much time navigating complex workflows and disjointed systems. Between searching for the right content, updating assets and jumping from tool to tool, it’s difficult to provide clients with content in an efficient and thoughtful way.
This is why sales enablement tools are so beneficial to the financial services industry. In this post, we’ll take a look at three ways a modern sales content management system can help firms improve operational effectiveness and client engagement.
1. Boost productivity with AI-driven recommendations
Today’s clients are demanding more from their financial services firms and the individuals they work with. Not only do they expect a steady stream of helpful information, but they also want it to be relevant, engaging and useful for their unique financial needs. To meet this demand, client-facing professionals need to find and share the right content at the right time. This is easier said than done because most of the content is stored across a number of different systems or managed by different departments. In fact, 60% of firms still have disjointed tools across marketing, sales and service teams, which creates a complex and frustrating workflow for everyone involved.
While we know that sales content management systems are a great way for firms to create and organise their sales content library, the most powerful and modern tools take this accessibility one step further. Because sales content management software can fully integrate with other tools in the tech stack, such as a CRM, it allows users to leverage AI for even greater productivity. AI draws on other sales-related data to provide real-time content suggestions. For example, a client-facing professional can instantly surface helpful competitive intel or a case study that was beneficial in a similar situation with another client. By creating a unified source of truth for client-facing professionals, they can tap into helpful data and content to deliver a personalised experience in a matter of minutes.
2. Improve operational efficiency with automatic content
Client-facing teams also struggle to generate content that’s unique and personalised for each of their clients. But, customising every pitchbook and one-pager is inefficient and takes up precious time. Additionally, it’s not realistic to ask marketing teams to create and review brand-new sales enablement materials for each and every client.
Never stop growing.
Rather than trying to manually update every item in your firm’s content library, sales enablement software gives client-facing professionals access to dynamic templates. These templates include sections that automatically populate with the most up-to-date information for great personalisation. Whether it be a pitch deck, case study or proposal, there’s no need for client-facing professionals to download a piece of content and manually update it. Instead, the entire process takes place within the platform. Furthermore, a tool that includes a guided assembly feature leads users through the asset creation process and automatically populates parts of the content based on pre-built questions that are answered throughout the process assembly process. As an end result, client-facing professionals can quickly and easily produce targeted and personalised content in a matter of a few clicks for increased operational efficiency.
3. Measure content effectiveness
Marketing teams spend a lot of time producing and updating content to support their client-facing teammates. And while delivering that content to clients is important, both marketing and enablement teams need a clear understanding of how and when that content is used. Critical data, such as what asset was sent, in what stage of a deal it was sent and how the client engaged with that asset are important to track.
A modern enablement platform allows client-facing professionals to share content via links rather than attachments so it’s easier to track these key metrics. This gives everyone the ability to see whether a client opened the content they received, how often they opened it and how long they spent engaging with it. Client-facing professionals can use these insights to better understand their clients while identifying the next best route to take during an interaction. Additionally, teams can identify what content is the most and least effective so they can improve their content strategy in the future.
A modern sales content management system for modern firms
By investing in a sales content management system, financial services firms can unlock the true potential of their content, reduce operational friction and produce personalised content at scale. The Seismic Enablement Cloud™ features powerful AI-guided technology that’s trusted by more than 400 financial institutions to improve productivity and drive better client engagement at scale. Want to see it in action? Click here to watch a quick video!