The ten-stage journey
Every lead has an owner, a source, a stage and a next action.
Education precedes the invitation to speak with an advisor. We optimise toward qualified and attended appointments, then validate downstream client outcomes.
01
Audience and offer
Select a specific prospect segment and a relevant educational topic.
02
Authority layer
Publish advisor content that demonstrates expertise and gives prospects useful context.
03
Demand generation
Run approved ads or promote organic assets to appropriate audiences.
04
Education
Send traffic to a lead magnet, webinar, VSL or educational landing page.
05
Qualification
Collect only the information needed to assess fit and route the prospect.
06
Nurture and retargeting
Use permitted follow-up and retargeting to help interested prospects take the next step.
07
Appointment booking
Offer an appropriate calendar slot with the relevant advisor or team member.
08
Attendance and recovery
Send reminders, make rescheduling clear and run a respectful no-show recovery workflow.
09
Advisor handoff
Give the advisor the prospect’s declared goals, source, qualification and interaction history.
10
Outcome tracking
Record attended meetings, opportunity status, client acquisition and AUM when available.
Two acquisition paths
Paid reach and organic authority strengthen each other.
Organic content provides proof of expertise and material for retargeting. Paid campaigns distribute selected educational content to relevant audiences. Source and campaign data are preserved so paths can be compared fairly.
Path A — Paid-led acquisition
Paid campaign → educational landing page → webinar, VSL or lead magnet → application → CRM qualification → nurture and retargeting → calendar booking → reminders → attended appointment → advisor outcome update.
Path B — Organic-led authority
Advisor content → profile or educational resource → lead magnet, webinar or VSL → application → CRM qualification → nurture → calendar booking → reminders → attended appointment → advisor outcome update.
Qualification
Transparent, proportionate and configured per firm.
What qualification may consider
Geography and residency, where the firm is authorised to serve
Investable-asset range defined by the firm, with “prefer not to say” where appropriate
Primary objective, chosen from high-level topics
Timing: researching, planning or ready to speak
Fit and eligibility under the firm’s service model
Contact permissions for each communication channel
What marketing forms never collect
Exact net worth
Detailed account balances or portfolio holdings
Bank credentials or other sensitive financial information
Anything beyond what is needed to respond and route the prospect
Working together
What we need from the firm.
A connected system only works when the firm’s side is connected too.
An accountable decision-maker and compliance approver
Nominate who approves content, campaigns, disclosures and communication workflows.
Subject-matter input
Provide timely advisor input and review content before publication.
Advisor availability
Maintain calendar availability and respond to qualified prospects within the agreed process.
Outcome updates
Record appointment and opportunity outcomes in the CRM.
Access and budgets
Approve advertising budgets and provide platform access through approved methods.
Change notifications
Tell us about service, regulatory, geography or qualification changes.