What is up everybody? Welcome and thank you all so much for taking the time out of your day to invest, invest time, invest in a little bit of knowledge, learn a little bit more about what Orion and retail are cooking up for you in the future. Actually in the now, I suppose, as as many people may know, my name is Rick Williamson. Everybody knows me. This is Ricky, red tail. I am the director of training at Redtail. And then with us, we also have Jake Leisey, the director of Orion Prospect on with us today. We are going. We got a lot of fun stuff to talk about today. But before we even get into any of that, I want to go over a quick overview of what we're going to be covering. Just keep myself on track, make sure that I stay honest with the agenda first. We are going to cover just a little bit about the nature and the state of marketing in the offices of financial professionals all over the country. I talked with a lot of people about. This and I know how difficult it can be. So we're definitely going to talk a little bit about that. We're going to talk about Redtail campaigns. We're gonna introduce it. We're going to talk about how Red Tail campaigns can help solve many of those problems that offices are encountering when it comes to specific targeted marketing. Then we're going to be a little bit of a demo on how you can start out in Redtail when it comes to organization, best practices, really the areas that you want to focus on and then use campaigns based off of that organization that you've established in your CRM. We'll make sure that we answer any questions. Near the end as well. But let's, I mean let's just get into it. Let's start with with marketing. For some people, the word marketing alone is causes headaches. It's you know, it's it's like a chore. The word marketing is a chore. I get it. And you have probably been on a page like this before. You've probably seen pages like this before. How many people have seen this? A lot of people have seen. I've been to the Google. I'm sure many of you have looked at Google to find marketing answers as a matter of fact. Roughly 720 people search for financial advisor marketing monthly on Google. The total number of searches related to marketing for financial advisors in general is even higher. It's almost 7000 a month, 6.8 per month. So people are looking, you are looking, you are looking for solutions, and people are looking for marketing. From financial advisors as well. That's really, really important. And marketing is a challenge. Like I said, the, the word marketing sometimes sounds like a chore, right? But it's really important because it's about connecting. It's about building that connection, that contact, that communication is incredibly, incredibly valuable. Many advisors, many financial professionals mention marketing is a pain point that data back set up in a big way. I mean look at the numbers, 91 percent, 86 percent, 77%. These are not small numbers. These are massive, massive majorities. If you're looking for a majority in anything, 77% is a huge number and that's the lowest one on this slide. And when Orion acquired Redtail, we knew that there was a really unique opportunity to not only level up our marketing solutions and meet advisors needs for those, those effective hyper personalized marketing campaigns. We knew there's an opportunity to level up with that. There was an opportunity for us to level up. There's an opportunity for us to help you. With that, and we want to make sure that it's all backed up by all that data that you're collecting by the industry's best CRM in the industry's best CRM in Redtail technology. But again, developing a digital marketing strategy is a challenge. It's challenging to find the time for marketing efforts. It's it's time. It's hard to define a marketing strategy, but it's worth it. It's a headache, yes. But those that manage to have effective marketing plans, they find that it is incredibly, incredibly worth it. The juice is worth the squeeze, as I like to say. Huge majorities of advisers with defined marketing strategies. They have way more confidence in meeting their growth goals. And not only do they have confidence in meeting their growth goals, but 76% of consumers that the the customers, the clients themselves. They said that receiving personalized marketing was a key factor in their consideration of a brand. And what that is telling you is that they want to be connected with on a deeper level that personalization. And that type of marketing, that type of connection is what is so valuable in getting people to want to connect back with you. Connections are A2 way St, Communication is a two way St and building that requires personalization. So I love, I love stats, I love I'm an idea guy. I love throwing out ideas, but I love stats and. We found in our advisor com survey back in 2019 of we we surveyed our entire user base. We got over 3200 responses wealth management professionals across the United States. Out of those 3200 responses, 22% of respondents indicated that their offices do not tailor marketing content to their clients at all. At all. It's just blanket normal is it's canned stuff. But what is even kind of more telling than that? Is of the respondents that do market. Of the respondents that do personalize just even a little bit, they tailor their marketing content a little bit less than 6%. Consider any client characteristics outside of age, income, gender, or education and think about that less than 6%. That means what more than 94% are only tailoring communications to age, gender, income, and education. And that's to put that's not good enough. We are all more than that. Everybody was on this webinar. You may have heard me say this before. It's a huge drum that I like to beat. But we are more than those four things, right? We are the things that we waste time on. We are our fantasy football teams. We are our sports teams. We are our favorite sodas, our favorite cars, our favorite movies, our favorite restaurants. That is who we are. That is what we build in our free time. And that is where those emotional connections can be made in the marketing and the communication. And you do with your prospects, with your clients, generic content that doesn't take anything into account and and even I'll go step further only takes those four factors into account. Other than that, the basic demographic information that I talked about, it's not going to move the meat needle very much at all in terms of prospecting, in terms of client engagement, right, engagement is the huge word there. How do you engage with people, you engage with them on an emotional level. And I'm and again I I love stats, right. So I actually to back this up a little bit, I found an article in the Harvard Business Review, I think it's 2015, 2016. The article was titled the New Science of Customer Emotions and I was blown away by this article and the fact that it's from 2015 means that we are now even further from where this what this article originally found. But in that article the authors identified over 300 different emotional motivators that customers. Valued when connecting with who they do business with. And some of them are listed here, you know, they want to have confidence in the future, they want to stand out. They want to be the person that they want to be. They want to have freedom. Those types of emotional motivators matter, and the authors found that. Customers who went from highly satisfied the baseline of what we're looking at here to fully connected represented a 52% increase in value. And I know a lot of people would be really happy with having an entire book full of highly satisfied customers, highly satisfied clients, especially nowadays, just to have people sad it's highly satisfied probably would make us all breathe a sigh of relief. But the value is there. And if you think about the the the stat I mentioned before where 22% were not tailoring their communications at all, there's no emotional connection if you look at the stat here, if you go from not emotionally connected to fully connected. That's a 70% increase in customer value. And what does customer value mean? Customer value means that those fully connected customers for example, they are more likely to come back more frequently. They are more likely to do more business with you. They become less cost sensitive, less price adverse overall. Most importantly though, and this is my favorite thing, they become advocates. They become your little, your little army of of sales volunteers. For you, they're advocates for your business and for the businesses that that they work with and that is why this type of thing is so valuable. That is why using hyper personalized marketing. Building those personalized connections is so valuable and that's is why we are very excited to introduce Redtail campaigns as a tool that can help advisors get some of that value out of the marketing that they're doing without starting from absolute scratch. Without having to learn how to be a writer, be an article writer and e-mail writer and a great linguist and great typist and great with grammar. That is what Redtail campaigns is all designed to help you out with and and red tail. And fortunately, hopefully I would say hopefully we have a lot of red tail CRM users on this call today. And when you take the amount of contact information that Redtail CRM allows you to track all of those things that I mentioned the the things that they like, the things that they dislike, the thing, the people who they really are. You can take that information that you're already cultivating in your contact relationship management software and you can combine it with the opportunities that are available to segment your clients or your contacts or your prospects inside of Redtail based upon those data points. When you take all of that, it makes sense that Redtail CRM is a natural springboard from which you can then initiate targeted well timed marketing campaigns and now red Tail campaigns allows you to run those campaigns then a fraction of the time. That it might take otherwise the content, all of that type of stuff. I don't want to get too ahead of myself, but I love the content that is going to be available to you. Now obviously Redtail CRM is all about your contacts. It's it's in our name contact relationship management. That is what is about the people that you are connecting with. It's where you add your prospects and collect your information. It's where you have your clients and they're important wants, needs, passions, their life cycle stages all tracked and organized and it's also where you can group your contacts. Together, based on these shared pieces of information, do you have a group of clients that like a particular restaurant or a sports team? Great. You can group them together and you can connect with them on that. And the best part is that Red Tail campaigns then take. It takes all of that work, all of the work that you've done, all the organization, all the data collection that you've done and it gives you a marketing platform designed to produce finer reviewed, compelling, enticing marketing content that will get prospects and clients engaging. Back with you a building A2 way St not you're just you engaging with them, but them engaging back on top of the streamline workflow, easy scheduling and a pretty slick design. So that is why I am incredibly excited about it. I am incredibly excited to be able to give. People are a tool in which they can execute this type of connection because it's hard, it takes a lot of time. Now I am going to take a little bit of time to, we're going to do a little bit of a platform deep dive. I'm going to obviously start on the retail side. Jake is going to show us through campaigns here and what we're going to do is we are going to hop into retail CRM. We are going to show you some of the key areas that users focus their organization on some of the customization that you could think about data fields primarily tag groups and their value. And then I am going to hand it off to Jake to give us a deep dive into Red tail campaigns and how dynamic it is, how easy it is to put together that type of hyper personalized marketing campaigns that that we've been talking about that could be so valuable. So give me one second, I'm going to slip into the CRM here and then I'm going to do just a very, very quick breakdown of some of the ways that you can organize your data in order to kind of really best make it available for Redtail campaigns. All right. So we're in Redtail CRM here and again a couple of the big areas. But I want to focus on is just kind of the customization kind of the areas in which you can build some of those data points, some of those, some of those ways that you can track and collect information. I'm going to show you how to label people as a prospect, show you how to add keywords, user defined field. So before any of that, one of my favorite parts about Redtail is that it's it's an out-of-the-box solution, which means in terms of the layout what you see is what you're going to get. But the customization is still there and it's in the terminology that you use in the database, it's in the style guide, it's basically your playbook for. What type of information you want to record. So in order to start record or in order to start basically building out that that information and one of the things I would actually encourage if you've never done any type of customization in your database before, I would recommend searching for Redtail Style guide. We have an amazing walkthrough of how you can customize your database and how you can collect information and make it meaningful to you. But what I did is I went up to my top right hand corner, I hovered over my name and I clicked on manage your account and that is going to take me to the area where. You guessed it, you can manage your account and I'm gonna Scroll down to the area called manage database list. Now this is where most of our customization is made available to you in terms of the fields that are there for you, and I'm going to cover 4 very quickly. I'm going to do kind of a crash course on these. I could spend an entire hour just talking about the benefits of this type of stuff, but I'm not going to spend the entire hour here. I know Jake's got stuff he wants to do too, but what I like to talk about, I like to talk about statuses, categories, keywords. And user defined fields as they are related to our contacts. Those are my four favorite. Those were the four that everybody should start at. We'll start at status. Status is designed to be very, very high level. The most common two types of statuses that you should set yourself up with with inside of red sail is clients and prospects. That is the 1st and most basic type of division that you can make amongst your contacts inside of retail. So we have active clients. And we have prospects and you can have more than that obviously. But I don't recommend having maybe 10/12/15 statuses at most because they are designed to be high level. They are designed to be the top, the first level of segmentation of your contacts. And obviously we have some other ones here such as the difference between lead and prospect such as difference between active clients and inactive client, things like that. We do have sample database lists on our red Tail help desk that you can check out, but obviously if we want to label our active. Science and our prospects, that's one thing, but that doesn't tell us everything. We want to know more about our active clients. We don't want to know more about our prospects. And that is where I recommend bringing in categories. Categories are typically defined as the service level in association with the status. So if they're an active client, do they have a category of ABC, a, AA, AAA, Gold, silver, bronze, whatever your office lingo is in terms of service levels being provided, this is where you would put it. I did. I worked with an office one time that used mountain ranges as an example. They had K2, Denali, and Everest. I tell that story all the time because I found it so unique and because much like when Peyton Manning used to yell Omaha, the entire office knew what that meant, right? They knew what K2 meant. They knew what Denali meant. It meant that that client got X amount of reviews, X amount of newsletters, X amount of service, and they knew it was different for each one. So I always encourage you to get creative, build that playbook out, and we have. A, AA, AAA for our active clients. You can also build levels out for your prospects at level one, Level 2 and level 3A. Hot prospect, cold prospect, maybe an inactive prospect. The Sky's the limit as far as what you can build in terms of status and category, but that's just organization. That is who these contacts are to us in a professional manner and then what service level are they being provided? What type of, of second level of segmentation do we want to provide? But obviously as I just got done talking about, people are more than that. They are all of the different ways that we interact with them and they are all the different things that they love and care about. And that is where keywords and user defined fields come into play. Keywords are typically used to answer a yes or no. Business related question one of the most common examples I like to give for what a good keyword should be is if you're providing multiple services. Are they an investment client? Yes or no? Are they a tax client? Yes or no? Are they an insurance client? Yes or no? Are they a planning client? Yes or no? A lot of offices. Nowadays provide a lot of different services and rather than putting those in status and category, you can list as many outing keywords as you want and add those specific keywords in as you please. There are all different types of of different keywords that you can build out and then they're all different types of user defined fields that you can build out. User defined fields are personalized answers. Those are things like what's their dog's name, what's their alma mater, what kind of car do they drive, what's their favorite movie, their favorite sports team, what have you I love. And it's not just those. You can use user defined fields for whatever you want. Any field that's not already in Redtail, you can build out and define. So we have some really. Like, we have some fun ones in here. We like to track cookie preferences. You know, we've come into contact with offices that love baking and they love sending out like cookies in a jar for their holiday gift. And so they track people's favorite cookies so that they can send them those cookies in a jar. That's a small thing that you can do to really increase the value of the type of communication that you have. You can send them through Redtail campaigns, probably some type of of of cookie campaign. I don't want to make any promises for Jake. I don't know that there's a cookie campaign in there, but there's a possibility of it. And these fields are where this type of thing is done. So now I'm going to pull up a contact record here. I think I have myself in here. I'm going to actually search for myself. I know I well, I guess it's myself. I'm going to search for Richard. Richard, Ricky retail. We'll use that one. Richard. Richard Retail is my father's name. And inside of here, this is where we can customize our contact record. This is where we can make individual changes to our contact. So right now, I'm listed as an active client for the sake of prospecting. Prospecting is obviously something that's incredibly important and incredibly difficult for a lot of advisors, a lot of financial offices. I'm going to go ahead and I'm going to change myself for the sake of this demo to a prospect. And you know what? I'm gonna call myself a hot prospect. Because I can. I'm gonna update those contact details and that is where you can apply a status and category to a individual contact inside of red Tail. If I Scroll down a little bit further, this is where we have our keywords and our udfs. If I Scroll down a little bit further here we have our one look section of our keywords and our UDF here so I can Add all different types of user defined fields such as cookie preference being snickerdoodles. This listen, this twilight being my favorite movie is a funny joke. It's not true. It's Jurassic Park, but I'm going to leave it there because I appreciate the joke. And if I can go in, I can add what my favorite restaurant is, for example. This is also not my most favorite restaurant, but it's funnier if I just say Outback. I love me a blooming onion every now and then, and this is the type of stuff that you can track so that you can connect further with your clients. We also have the ability to add those keywords and most importantly, when it comes to Redtail campaigns, build out tag groups. Now, the biggest difference between keywords and tag groups is that keywords are data points that you collect and then add to a contact record. Tag groups are groups of contacts that you give a title. Two and tag groups are what interact and integrate and tie into Redtail campaigns so that you can build and organize all different types of tag groups inside of retail based on any criteria that you want. So for example, we see that doctor, Doctor Richard, Ricky Redscale, MD, not my official title, is already part of our tag group for Cookie clients. We can have all different types of marketing information there. We can have UHC clients, we can have whatever types of tag groups that we want. In order to then integrate into Redtail campaigns. So what I want to do is, I don't want to steal too much of Jake's Thunder, but I do want to show you. I want to kind of complete the this part of the conversation, talking about tag groups, talking about that organization inside of Redtail and what it looks like inside of Red Tail campaigns. So if you'll excuse me for just one second, I'm going to jump into Redtail campaigns right now, and I'm going to show you what that organization looks like once you've already integrated it. So I just jumped into campaigns. And again, I'm not going to do the navigation, I'm not going to do the walk through here, but I have already synced up. And already synced over some of my groups of contacts and I can hover over my contacts. I'm gonna zoom in just a little bit more, hover over my contacts. And you'll be able to actually see inside of Redtail campaigns, those groups that we, there's our cookie clients right there. And if I actually click on that group, we are then able to see all of the names, all of the information, the e-mail addresses that we have actually brought over and who they are a member of. And we can filter this, we can do that type of thing. If I want to look for Richard, I want to look for myself. Let's find Richard retail here. There I am. I can actually see whether or not I'm part of a status. Whether or not I'm part of that, I can go in and I can look at that contact information. This is my favorite part, is that this stuff carries over. It actually shows you what type of subscriptions they're part of and what type of groups they are. Part of that came over from Redtail. I love that. I think that that's really valuable. But that is all I'm going to talk about with Redtail campaigns. Jake is here. He knows way more than I do. About it. So I am going to shut up Jake, and I'm gonna let you cook my man. Tell us all about show us all about what Redtail campaigns can do. Thank you, Rick, and thank you everyone for having me today. As Rick rightly said, my name is Jacob Lacey and I am the director of Orion prospects. And I have the pleasure today of taking you through the new retail campaigns tool. And I'll spend 99% of my time today going through a live demo for about 10 to 15 minutes. But I do want to spend just one minute, maybe two if you allow me to talk about the background of how we got here, how it is that retail campaigns became a thing. Why we built it or why we put it together and why we've created this experience and really get into those details. And so. As most of you should know back 2 1/2 years ago now, right at the start of the pandemic, actually we here at Orion release the Orion Marketer tool, which was and is our marketing automation platform. And it's been a great success. We've got a lot of great feedback from our users. They've told us about how they love to be able to use that tool to create and personalize and send out automated marketing campaigns that allow them to grow their business and deepen client. Relationships and learned a lot from that time and from that tool. But as this year started, we were looking at the landscape of Orion acquisitions, namely the CRM, but also the advisor landscape. What's coming next, what are some things on the horizon? I mean, we wanted to explore how it was we could take this marker tool and revamp it or refocus it or put resources somewhere else or whatever it may be to take that experience, take the lessons we've learned, the feedback. You've earned and create a new experience or enhanced experience that really took that marketing automation and the the goal of growing your businesses to the next level. And so we looked a lot of of ways we could do that. We explored several different options, but the point being we didn't leave anything off the table. And so we really looked at every single possibility and where we ended up which is red Tail campaigns was the end result of that discussion or those discussions. But where we ended up was some are quite unique and it's the result of a couple of partnerships, the first obviously being bringing in the CRM this discussion. So Rick mentioned and I talked a lot about how with retail campaigns. They're working to make the CRM the anchor of the experience and really connect CRM and marketing, for obvious reasons really, and for the reasons that he illuminated. But beyond that, we've also enlisted another partner, in this case, a firm called Snappy cracking. And so you'll see on this slide here we go over that that relationship. But snappy cracking up till now was actually a competitor of the marketer tool. They provide a comparable service, but they have a really great platform. And so with retail campaigns, rather than working against snappy cracking, we've instead partnered with them and their platform will actually act. As the chassis or the the core platform from which the red cell campaigns experience is then built. So in summary and and if you were to want to learn more about the the red cell campaign still we can dig a lot more deeper into this. But and for our purposes today to to review what that looks like. The partnership is that we have this base snappy crack and functionality and their content and on top of that we've added several unique Orion and Redtail customizations. Namely, we have our library of custom content that we've created based on insights from our in-house experts, but also from the workflows that we've built out across the wealth management space. And then also moving forward, we're also going to add more unique integrations. So day one, we have the CRM integration, we have the the link to financial planning, which I will show in a second. And then beyond that, we're going to continue to build out a more holistic experience. And this. Solution as I've outlined, the the snappy cracking chassis, the Orion custom content that links out to the parts and pieces of your workflow, the integrations unique to the red tell campaigns tool. All of this is in an effort to create that holistic experience, and it's to be on 2 levels. First, it's for you. So the back end, or from your point of view, being able to take somebody who's a prospect, move them along the marketing funnel, get them in as a client. Perhaps starting the financial plan, opening accounts and of course monitoring all with your CRM. That whole experience from your point of view, we're working to make more seamless and this retail campaigns experience is one of the first big steps that we're taking in connecting marketing more holistically and more tightly into that whole experience. But then on the second level, it's also for your clients. So their experience is also disjointed if your technology does not sync up. And so again with bretelle campaigns or taking that first big giant step of making that experience seamless for them, so they're not seeing different places a log in, they're not seeing different looks and feels. When they end your marketing or they end your marketing experience, they end up in say for example your client portal or with the financial plan what have you. And that's a really great way of making their experience even better. So it's it's those two levels of your cohesive experience plus theirs. And retail campaigns is is our latest venture in creating that. And so now I'm going to hop into or jump over into a live demonstration of the campaign tool. I'll give you guys all a good look into what exactly you can do in the tool. I'll try to be brief in terms of not going through every single bit and piece of this, but I do want to spend some time building out an example of a single campaign and showing you what it's like to get set up in the tool and actually have something sent out. And then importantly, show how it is that setting up this campaign, and the campaign I show in particular, can connect to your broader wealth management experience. So this is the homepage of Red Tail campaigns and here you'll see some of the latest campaigns added into the system front and center. So each one of these tiles. All across the home page are all individual campaigns and within each of them is their own unique set of assets that all work together within that campaign to drive new business or deepen client relationships or what have you. And they're all pre built, pre arranged. The workflows are already built out and all that's ready to go for you to simply click into the campaign you want to use and set up your logo and and make sure all that's appropriate and then really take it off the shelf and send it out to the audience. You choose and in this case we're assuming that we've already linked our CRM to, in this case, our red tail CRM to the platform. In this case, campaigns like Rick showed. And so we have a list of clients, excuse me, of prospects that we want to focus on. I don't have a cookie campaign, but I do have a campaign for prospects. So imagine those prospects that Rick had synced over earlier. You want to send out a campaign to them. You have a good bit of information. Based on what's in the CRM, you know that they're interested in and you want to send out a campaign that aligns with their interests and can really help take those prospects and convert at least a few of them to clients. So we can filter our campaigns here. So obviously you don't have to go through every single page. There's a lot of content in the system. In fact, if you do the math, there's close to. 3/4 of $1,000,000 worth of campaigns in here. A lot with including all of the design, the copywriting, the web development. If you add a lot together, there's a lot of campaigns in here with a lot of effort and money put into them. And so you don't have to go through all them individually. You can instead filter and see, you know, what target market do you want to go to, what type of campaign do you want to send. In this case, we'll filter by a lead generation campaign because like I said, our goal is to target those prospects and turn them into clients. The top left here is a great campaign we just added into the system and it's based on something else that's new. And this will show how we can work into the broader wealth management experience. But this is based on what is called the B 520 assessment. So over in Orion planning, our financial planning tool, which was formerly called Advisor, there is a new assessment that you can send to your prospective clients. What it does is it gives you your own personalized link. You can send that out to prospects and clients and it takes them. Through a 20 question assessment that gauges why it is they make the investment decisions they make, what drives those investing decisions, what are the emotions behind them, and most importantly, gives them a readout of how they can work within the context of those human emotions and and really create a better financial plan. It's called B 520 because those questions, that whole assessment is based on the science of behavioral finance, which is led by our team here. By Doctor Daniel Crosby, who really has worked to spearhead that effort, and among other items, he's created this assessment, which is a really, really interesting assessment. It's really unique and it really shows how your firm, if you're sending out this assessment, is taking a unique approach to financial planning that gets to more than just the the nuts and bolts and investing. It really gets into the human side of investing. And so you want to send this campaign out to your prospects because you feel like the list that you curated. Excuse me, do you feel like the list that you've curated in Redtail CRM will really benefit from seeing this, this type of content and so let's click into it and see what it looks like? So here we have an overview of the campaign. It's like I said, lead generation. This goes through what I just explained, talking about what is the science behind the tool itself. But we'll go into personalize because we want to use this campaign. So we have the campaign open in another tab just to make things easier for us. But you can see that the campaign and all the assets are organized here along this workflow that really gives you an idea into the depth and breadth of the campaign itself. There are many a number of assets from a landing page to an ebook to a promotional e-mail workflow and also an opt in e-mail workflow. And of course there are social posts allow you to promote the the campaign there and then finally. There is actually also a website widget which allows you to drop a little piece of code into your website, which then promotes this particular campaign on your website. But if we go back. The way this campaign works is that it's all organized around what we call a lead magnet magnet. In this case, the lead magnet is an ebook. This ebook talks about behavioral finance. As I mentioned earlier, that's kind of the the crux of this campaign. So this ebook talks about behavioral finance. What are some of the principles behind it? How does it inform the way people invest and the way we analyze investments? And how does it inform our strategy here at insert your firm name? Or in our case, sample financial, which is the firm I am in this environment. And the campaign is really, this whole campaign is geared towards driving your prospects to that ebook. And the way we do that is through a promotional e-mail workflow. So each of those prospects will get an e-mail from the system saying, let's just take a look, actually saying hey. Here's a new ebook we've written. It talks about the human side of investing. We really think you would find it interesting, so click here, read it now for free and take a look. In this case, there's three of those emails. But let's say for example you send this out to your prospects and 1 prospect sees the e-mail and e-mail number one and they don't read it because they're busy like all of us. But they also get e-mail #2 in seven days time. And they do read that one and they click on it, they download the ebook, and so now they are opted out of the promotional e-mail workflow and they are instead opted in to the option e-mail workflow. So at this point they've opened the second e-mail. And they've downloaded the ebook and now they are shown to be interested in this topic. So you know about them, that they're interested in behavioral finance. And so now it's time to take them from being interested in something you provide to being interested in your service. So the opt in e-mail number one, which which gets sent to them after the promotional e-mail ends. Sends them to the B 520 assessment. So here's where the assessment comes in. So they've read the book. They're very interested in the topic. Well, Mr or missus? Client or prospect? We've actually taken the lessons from that ebook and applied them to an assessment that is personalized to you. You can check it out here, go through the assessment and in the end you'll get some really beneficial information about how it is you can become a better investor. So again this is this is working to get a prospect down the funnel towards becoming a client and so at this point the prospect is has engaged with your ebook, they've seen the assessment, they've taken the assessment. And now with the next option e-mail, it's time to close the deal so you have all this information about them. And now comes the the coup de grace of saying, hey, you've you've engaged with us thus far, why don't you come in for a personalized planning session? We'd love to talk to you about your plan. And the important thing to note here is that throughout this entire experience, as the prospect engages with you and as they enter information, so if they enter the contact info in the landing pages or if they enter their plant, their, their details in that assessment, all that you're able to view and and monitor. So by the time this meeting happens, not only will they be interested in your service, but they'll also have a lot of great information on exactly what type of investor they are and you can really tailor the conversation. Towards their personalized needs. And I'll also add that the assessment also ends up at the Orion client portal. So not only will you have all that information about them, but they'll also be logged into the client portal. So as they begin to work with you, they're already set up in the client portal, they already have the beginnings of a financial plan, and I did it all willingly, and they were interested in your service the entire time. Now of course, like I mentioned earlier, there are social media posts. In this case, there's a Facebook post that I have set up because that's what I've checked here, where you can also do Twitter and LinkedIn, and these are just another way of pushing people into that workflow I just talked about. So rather than having them get an e-mail, they can engage with you on social, they can view the ebook there, and that then puts them in that workflow of getting them to take the assessment and then getting them to meet with you for a financial plan. It's just one more way for this campaign works to funnel people. From prospects in the clients. So you can see all of it set up, all of it goes out. And one thing I'll note that you don't see here, but if we go back to these promotional emails, it says 0 days here, 0 days. And that's because I'm in a demo on environment. But when you would go in to set up your platform or set up your campaign, the system automatically has these number of days already set up. So that workflow of when to send what and who to opt out when, all that is already built into the workflow. So please go out. On the right days, when someone clicks on something, they're opted out of the promotional series. So if they click on #2, they wouldn't get #3. So that way no one is getting any emails they shouldn't get, no one is seeing 2 emails at the same time, it's all spaced out appropriately, and it's all already put together for you to use when you set up the campaign. And what this allows you to do, if you look at this entire the entirety of this campaign is in a matter of minutes. You can take a a robust, well designed, professionally written marketing campaign that has a lot of different elements. It has an ebook, it has a financial assessment that's based on behavioral finance. It has financial planning and a client portal built into it. It allows you to create that campaign and send all those parts and pieces and have them go out at the right time to the right people. And you can do it in a matter of minutes. And it's a great way. Of taking a personalized approach to marketing, but not having to spend the inordinate amount of time it normally would. So it kind of straddles the line between personalized and scalable. So you can kind of get the benefits of both worlds. But here everything is set up, and so just to to finish out what it looks like to set up a campaign, everything's ready to go. At the end of all of it, we allow you to take all the assets and send them in a neat little package to your compliance department. And So what this does is based on your preferred method, either e-mail or PDF or a link to a PDF. The system will take everything you just set up. So even if you were to go in and say. Change the. The headline of a Facebook post, which you can do for any asset. You can change any part of it. The system would then notate that, and when you send this to compliance, all of those changes to the original version of the campaign will be logged in the PDF, which is a great one page or a great document that shows the whole campaign on a single PDF and allows your compliance department to view it quite easily. In our case, Rick and I have a very small shop and so I am the compliance department as well as the head of marketing. I'll make Rick the CEO. Congratulations, Rick. And it's already been a compliance approved and so I will skip that step for now and instead go right to launch. So you could change the time of launch if you wanted to, but since I am the head of marketing, I will go ahead and initiate this right now. And so from here, the last step is to simply select the audience. And so here is where that list of of prospects that Rick curated will come into play. So if I were integrated into his version of Redtail CRM, which I'm not because this is a demo account, but if I were, I could go to the groups and I could select the group that he had brought into the system. Let's just say for example purposes, it's this test group and I will just subscribe them to it. So that group of prospects would now be subscribed to this. Campaign and they would get all the assets that we put together and we can then from there. Monitor the progress. So here we would see how the campaign was doing, how who saw what, who clicked on what all the all the parts and pieces of that campaign are available for you to view here. And so to to summarize here. What I've I've done, what I just showed was taking a camp, was taking, excuse me, a target market, in this case, prospects. Filtering the system to the right campaign that you think would be good for those prospects. Setting up a full campaign and having it all be organized and include many different elements. And I did it all in a matter of minutes. But I think most importantly, I did more than just marketing. I also connected that experience, the whole wealth management experience, more cohesively than I think you could find anywhere else. We went from the CRM into the marketing tool linked out to the financial planning tool and the client portal, and we did it all in a matter of minutes. And we did it in such a way that the prospect won't notice that they're in different systems or that they're jumping between experiences that you set up and then you won't have to put data into different systems. And so it really is, especially out the gate here with this first iteration of the tool, it's it's a great way of setting up that full wealth management experience. And I think I'll leave a demo there. I don't want to go anymore into any more detail because I do want to leave, you know? Some room for you guys to explore more and to see more about what this tool can do, but I'm really excited about it. And the last place I'll end here is by talking about how you can learn more and what it looks like. So right now for the next couple of months, we have early access available for those who want to get on the platform right away because as I've mentioned, we are working to add even more functionality into the tool. We want to make that experience even more integrated. So we want to add in elements to the tool that. Sync data between platforms even more so than it does today. We want to continue to add experiential elements that that really helped to create that cohesive experience. And so that's why we're promoting this as early Access period, because what selfishly we're going to get out of you is the fact that those of you who do use the platform today, as I've showed it, will give us invaluable insights into what actually you want to see further. Because we did create a great experience, but we do want to create a better one and our early access users are going to be instrumental in helping. Perform what it is we build next and how it is we improve the tool, which is why, as you see here, we're adding a great discount to those of you who get signed on early and really help inform our future product road map. And so right now, if you were to sign up and over the next couple of months, you get this great deal of only $200.00 per month per user, and we'll waive that setup fee. And the way you do get set up is by contacting our sales team or there's a link to our landing page, our website, in the description here on the webinar. So if you click that link, that will take you to the information page about rightel campaigns. And that'll give you a way to sign up and get in contact with our team and learn more about the tool and see whether or not it is right for your business. And so that that ends. This portion I believe, or at least I hope I've left some time for some questions and and answers here because there were quite a few coming in. And so I think I'll pass it back over to Rick and we'll talk through and go through what those questions were and try to give you the best answers possible. Jake, thank you, man. Thank you for the walkthrough campaign. Thank you for everybody who has sat and watched through this already. We really, really appreciate it. I'm incredibly excited about all of this. We got a bunch of questions that came in while we were talking about everything that we were talking about. So I figured I could rattle some off. You take and then you could do it. We'll do a little interview style. How's that sound? Sound good. Sounds great to me. All right, man. So one of the first ones that came and this one pretty easy. Do do users need to be a snappy cracker customer already to be red tail campaigns? How does that, how does that set up for them? I know this is a, this is completely independent solution, so it's brought to you by the team here at Orion's Redtail. And so you only really need to be a client of ours in order to have access to this tool. And so really it's open to any and all. People who want to use Red tail campaigns and it's available through us exclusively. Awesome, awesome. Obviously there's a value there of integrating red sailing campaigns as we talked about and and hopefully more Orion technology you know as they see fit. Obviously people have questions, I'm reading off them a list of them right now, but who else can they contact for additional questions in regards to getting set up and stuff like that. So we're really suggest that you guys head to our website, the link which is in the description. Wow, so you can navigate through your platform here where you're watching this and there should be a link through the landing page that describes the tool and in depth and also gives you a way to sign up to get more information about what the tool is and and also importantly good demo from someone on our team. Awesome that yeah incredibly valuable knowledge is power. So we would definitely want to make sure that all y'all on the webinar have access to that knowledge and that information. This is probably my I haven't gotten through all the questions yet but this is one of my favorite ones. I'm a big customization guy. I that's one of like my major deals is customized. Make it your own. And obviously there's a boatload of great content on here but the question that came in was can I create my own content? Obviously there's customizable sections but can they create their own content? Is it all pre built? How does that work out? Yeah, so the the the platform is really built to accommodate people who don't want to create their own content. To be quite frank, it it has a huge library of content. So I really want to push people towards using that content for the main reason that it's professionally produced. It's optimized for certain interfaces, for example, landing pages are optimized, but we do make options available for those who do want to create their own content. The main option would be an e-mail of DIY template that allows you to take. Parts and pieces of an e-mail and really construct it yourself. If you want to go a little further than that, you could also drop in your own HTML code and and create the e-mail that way. So yes, there are options for customizations to that level, but I will stress that we really do suggest that you take advantage of the great content we produce, because there's quite a bit. When we look back at the amount of content and the costs per campaign that go into the system, there's well over half $1,000,000 worth of content in the system at any given time. And so we really do encourage the use of that. But like I say, there are options available absolutely. And the value of the content, you know, it's not just the fact that it's not just a block of text. The fact that it's designed to be dynamic and stop people from scrolling and grab their attention that it's not just words, it's not just content, it's the structure of it, as you said, the professional design of it that is, is even it increases that value beyond just having constant created. So I agree 100%. Obviously people are you know, is, is it compliant, am I following the rules? So we got a couple of questions regarding Finneran SEC that came in on the first one, kind of A2 parter is, is every piece of content within Red Tail campaigns reviewed by FINRA? And if not, how can they determine, you know, which content is been reviewed or not? And I'll use that as kind of a springboard to try to answer a few of the other questions about compliance and try to lump it all together, but to address the the FINRA part first, the majority of the content. Is, but not all of it is. But in order for you to disseminate what Jason is not, it'll be clearly labeled in the the campaign itself. It'll say whether or not it's going to be reviewed. If it isn't, there'll be a a pretty large note that says this has not been reviewed. And for those campaigns that are finer reviewed, you'll see the letter at the bottom of the campaign itself to give you insight into the approval itself. And then As for compliance itself, we do in the end make compliance ultimately you, the advisors responsibility and we do that for a couple reasons. One, every firm is unique and so they all have their own compliance parts and pieces and compliance workflows and we don't want to get in the middle of that and make it more difficult. So we really want to leave it open for you to be unique in that in that way and then also because you have the option to customize things and the change emails and change social posts or what have you. We want to preserve that and so that what that way by leaving the the compliance up to you, we give you the option of of changing things and then ultimately making it compliant to your standards. For sure. Now and what you're talking about because that was the next question literally came in one after another that's in reference to campaigns being compliant with like SEC Marketing Worlds, right? Yes. And then as an extension of that, a lot of the topics or all the topics that we tackle are things that are pretty much pretty well compliant and pretty much in line with what the SEC wants to see out of financial advisors. You know, namely I think the most important part of that, well, the most important element of that is financial planning. So a lot of the, the content, especially the. The Ryan exclusive content is really geared towards financial planning, which is a really great thing to promote in general, but also something that the regulators want to see us promote or want to see you promote. For sure, absolutely and that's good. Security and compliance is very good. It's very important. It's very good that we have all of that cover this and I'm obviously and even I have something to say about this, but I want to, I want to ask you first will anything that they do that users do in campaigns well that show it's back its way back into Redtail notes, drafts, you know e-mail history, stuff like that is, is that kind of stuff working now? So currently we'll be showed today. It is the extent of what we what's things back and forth. So we started with the main use case which is syncing the, the, the, the groups of contacts back and forth one, yeah, that's that's the go live day one availability. Those things, those items you mentioned are among the list of considerations of of data points and workflows that we're going to work through to connect the CRM to marketing. And so those are just one example. Things like notes is one example, but really the overarching goal is, is what I stressed earlier when I showed the demo of just creating that holistic and cohesive experience and connecting those data points is one part of that. It isn't the only part of it, but it is a significant part and a great first step that we're going to try to tackle as soon as possible. Yeah, man, that's been one of my favorite parts about talking with Orion. And obviously the, you know, the melding and the blending and the further merging of the two of red Tail and Orion is it's, it's. Really, really excited when you talk about that when everybody else talks about is looking for all of the different creative data points across the entire Orion Advisor technology suite of things, data points that we've never connected with anybody ever before. So that type of stuff is is absolutely something that it gets me really excited and I've seen it. I mean we saw this in the first few months of of of when we actually sold you know a lot of the I frame stuff that rolled out the real time portfolio view stuff is really. Lighting. So I'm excited to see where this continues to go. Another really good question, obviously marketing. Is not just you know, emails. There's there's a lot involved with marketing nowadays. All marketing is communication, right? It's connecting, it's contacting, it's all of that. So what forms of communication? We've actually got this couple of times. What forms of communication, what forms of marketing does it cover, does it cover? Is there anything snail mail related to an e-mail, social media website, etcetera? What's, what's like the list of what people can expect? Yeah. So it includes everything that you would see. A digital marketing campaign. So no snail mail. I don't have a team of of people behind me following up letters or anything like that. You don't have the USPS outside your door. I have one nearby but not close enough. OK, but it includes all the elements of a digital marketing campaign. So social posts that connects to all your socials, e-mail, landing page, ebooks, things of that nature and and a few other assets within that realm. But but the way I would describe it is all the elements of a digital marketing campaign. And again to go back to the last question and also talk about the future of it, there's obviously capabilities within Red Tail about around texting and archiving. So again looking at the how we can connect those elements into campaigns is again a future item that we're really looking forward to to building out. Oh man, just you saying that like it again this is I'm just thinking blue sky, but the idea of being able to roll in you know compliant texting through Redtail speak into a campaign. That like gets me that makes like back of the hairs on my head stick up a little bit gets me excited. It's a future. It's the future right. Who know, who knows there's no you know there's there's a lot of plans in place there's a lot of things that we wanna do but just the idea of that is really cool to me. Last question obviously we snappy cracking is very popular very popular tool and a lot of people ask this is what if they're already a snappy cracking customer. Yeah. So it it's up to them what they want to do there. It really depends on on how many campaigns they have running, how long they've been a customer. You can always switch. I'll say that you can switch from from snappy crack and if you do want to take advantage of the unique content that we have over here at Orion retail or if you want to take advantage of the future integrations, we're going to put together the, the options always available for you to switch. I think when it comes to the actual practicalities of that switch, there are several options that I won't get into here. I'll just say that you can work with. Our team and their team, they're both well aware of of how to help and so you can work with them to to transition over in a way that makes the most sense to you. Awesome man. Awesome. That's great. Thank you for for helping me. I know some of these I know I wouldn't be able to answer. I know you've you've been doing this long time. I know you know you. You've had your long history with this and you and I have been working on this and working and putting this webinar together. So I'm incredibly grateful for that. I'm incredibly grateful for everybody who jumped on, who spent the time to learn more about this. Definitely take advantage of all that information that's accessible within the client portal. But thank you very, very much. Thank you. And thank you everyone else for tuning in. Awesome. Everybody have a great one. _1732328000630