Marketing Automation is becoming popular as a way to gain new clients, service existing clients, and even manage redemptions. In this CutterCast we review key Marketing Automation capabilities, share best practices, and explore the ways firms are using this MarTech to drive business.
Mary Storrs has more than 30 years of experience in the investment management industry. She has been with Cutter Associates for more than 20 years, first as a consultant focusing on front office projects, and then with CutterResearch since its inception. Mary has authored CutterResearch reports on many topics, including trading, portfolio management, transaction cost analysis, investment research management, and market data systems. She led the Research division, and the Benchmarking team for eight years, overseeing all content development and helping members understand their capabilities compared to industry peers and best practices. She assumed leadership of Strategy in 2019 and is responsible for spearheading firm-wide management programs. Mary holds a B.S. from Boston College and an M.B.A. from Babson College.
John Refford joined Cutter Associates in 2018 as a consultant in the client-facing practice. John brings deep expertise in digital marketing technology within the financial services industry. Prior to joining Cutter, John spent 20 years at Natixis Investment Managers, most recently as Senior Vice President, Marketing Technology. There, John led the effort to digitize and modernize the firm’s marketing strategy by launching new digital capabilities and marketing channels. He pioneered the firm’s social media and lead generation programs focused on building brand awareness and driving advisor engagement. Prior to joining marketing at Natixis, John spent 12 years in IT, where he was responsible for the firm’s system, network, and security for global offices. John was a member of the Investment Management Education Alliance and served as a Digital Council board member from 2015 to 2017. A recognized leader in digital strategies, John has presented numerous times at industry events on digital marketing topics. He holds a bachelor of science in computer science from Fitchburg State College, a graduate certificate in technology management from Worcester Polytechnic Institute, and an MBA from Babson College.
Cindy Sealey has more than 30 years of experience in the investment management industry. At Cutter Associates, she leads a CutterConsulting practice advising investment management firms on their sales & distribution, marketing, product development, consultant relations, client service, and client reporting functions. She helps firms design operating models, select systems, design client, account, and product data models, and implement systems. Prior to joining Cutter Associates, Cindy served as Vice President and Head of Operations for a division of Guggenheim Investments. She was also Head of Equities where she led a team of portfolio managers, research analysts, and traders. Cindy holds a B.B.A from Washburn University and she is a Chartered Financial Analyst.
Lucy Alligan is Director, Sales Enablement - Global Marketing Automation at State Street Global Advisors (“State Street”), where she is responsible for managing the global marketing automation technologies and team at State Street. Since joining the firm in 2014, Lucy has established the first globally consistent marketing automation technology within State Street Global Advisors and, with her team, is responsible for implementing, integrating, developing and monitoring the marketing automation technologies at State Street to ensure that they are capitalized to their fullest. Lucy and her team are also responsible for the training of internal users of the platforms to drive adoption of the technology. She is a key member of State Street’s Sales Enablement Leadership team and Marketing Automation Governance Committee. Prior to joining State Street Global Advisors, Lucy enjoyed 10 years of marketing and client focused roles in asset management, most recently at ECM Asset Management Ltd (a Wells Fargo Company) where she led the Marketing Communications team.