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How Janus Henderson’s martech stack helps it target institutional and individual investors

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How Janus Henderson's martech stack helps it target institutional and individual investors


In partnership with martech stack management and discovery platform CabinetM, we’re taking a look at some real-life marketing technology stacks. If you’d like to tell us about your stack please click here. The first 50 individuals who fully complete a survey will be entered into a drawing for a $250 Amazon gift card.

Here’s a great example of how a company merger can reshape an organization’s marketing technology stack.

Janus Henderson is a global active asset manager, headquartered in London with a presence in major markets around the world. It was formed in 2017 from the merger of Henderson Global Investors, a U.K. company, and US-based Janus Capital Group. Around half of its 340 investment professionals are based in North America.

The merger that created Janus Henderson also yielded the current makeup of its martech stack as duplicate and redundant tools were moved out. However, the result of bringing two stacks together is still a work in progress, the company says.

Serving institutional and individual investors, as well as individual financial advisers, Janus Henderson’s marketing has a twin B2B/B2C focus. Some of the big names in marketing technology are found in their stack, each playing a specific role.

Content production and automation

Image via CabinetM.

Highlights. Adobe’s creative cloud sits alongside Adobe Workfront, handling elements of content production and collaboration. “They will be working together for us; we’re just implementing Workfront,” said Forrest Smith, director of marketing technology at Janus Henderson Investors U.S.. We’re looking at Workfront as our marketing resource management tool, our MRM. Everything that’s produced should be pushing through there. That’s going to be the heartbeat of our content production. Adobe Creative Suite is what our creatives will be using to get their day-to-day done.”

Microsoft Teams also supports collaboration, while asset management for content creation is handled by Broadridge. As a global presence, Janus Henderson will lean on Smartling for translation services. “We’re just getting started with Smartling right now, more in our EMEA market,” said Smith. “The pain points of producing content with multiple translations — that’s going to help automate that process.”

Awareness

Image via CabinetM.

Highlights. Aiming to acquire both institutional and individual investors, as well as engage with financial advisers, Janus Henderson mixes online advertising with social platforms and has Salesforce Pardot B2B marketing automation to support email and other campaigns.

Consideration

Image via CabinetM.

Highlights. The consideration phase of the customer journey requires close engagement. Pardot figures here too as well as do solutions that support virtual, hybrid and in-person events — Chime Live, GlobalMeet, cvent.

Conversion

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Highlights. Salesforce plays a big part in conversions for Janus Henderson. Seismic sales enablement integrates with Salesforce Sales Cloud, while Salesforce Engage makes marketing content available to the sales organization within Salesforce, allowing the sales organization to run its campaigns somewhere other than Pardot, which is reserved for marketing.

Allego is a sales training solution that Janus Henderson has integrated with Seismic (although relatively recently Seismic acquired its own training tool, Lessonly). Riva’s relationship engine joins the dots between Salesforce and Microsoft and Google customer engagement systems.

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Read next: Navigating the evolving martech landscape

Reporting

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Highlights. Finally, how are you doing? Everest by Validity has email reporting covered. Crazy Egg reports on website performance and allows A/B testing. Alteryx offers automated analytics and Tableau supports streamlined interpretation of data, primarily through visualizations.




About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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MARKETING

Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update

Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

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The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

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Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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