How Can Marketing Technology Drive Business Success?

John Refford

Managing Director

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.

Feb 01, 2019

Your marketing technology stack can be a differentiator.

Historically, investment management firms have purchased marketing technology (MarTech) in response to a specific new requirement, often as add-on functionality to a client relationship management (CRM) or other system. The low level of MarTech investment matched the relatively low expectations for marketing departments, which were limited primarily to meeting sales team requests for brochures, data sheets, and other marketing collateral. But CEOs today have higher expectations for CMOs and their teams. They want marketing to do more to attract new clients, serve existing clients, and grow AUM.

You can read the full article here.