The Intersection of Inbound Marketing, New Media, Sales & Compliance (Panelist)

Technology, the internet and social media are changing the way organizations approach business development. While advisors have been slow to embrace modern media technology, the growing popularity of social networking, blogs, webinars, podcasts, electronic newsletters and more have changed the nature of communications. The New Media provides low cost opportunities for advisors to establish credibility, reinforce brand, distinguish themselves, share expertise, gain national recognition, drive website traffic and hopefully, generate SALES. Expert advisors are in a unique position to deliver meaningful content and while the blogging process elevates professionalism, success requires an overarching strategy. Relationships may trump technology, but as online relationships grow, advisors are exploring how the New Media can be used to augment existing marketing plans. New Media effectiveness takes time to develop and this session will discuss strategy, priorities, staying focused, the call to action and the truth about blogs. We will also discuss tools that work, those that don't make sense and compliance. Attend this session and walk away with practical tools that can be used in conjunction with traditional sales and networking efforts.


Segment One
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Jennifer Sussman
Director, Online Marketing & Experience, American Century Investments
Jennifer Sussman is the Director of Online Marketing & Experience for American Century Investments, one of the nation's premier investment management firms. Ms. Sussman joined the firm in the year 2000 and is responsible for establishing strategy & best-practice delivery for both online marketing efforts and interactive experience design for all American Century Investments web sites. Jennifer oversees on-site merchandising, promotion and outbound interactive efforts such as social media & email. She also leads the team charged with experience design, site satisfaction, research, web analytics and content development. In all her roles, Jennifer focuses on championing consistent, benefit-driven experiences that build client relationships. Prior to her current role, she led the firm's strategic experience development & loyalty measurement for the direct distribution channel and led research efforts to explore generational needs and preferences. She also managed corporate and divisional brands for American Century Investments and Sprint. Jennifer began her career in cable marketing for AMC. Ms. Sussman holds a bachelor of fine arts degree in Communications from the C.W. Post Campus of Long Island University. She is also CRM-certified and a member of the Customer Relationship Management Association.


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