Episode Description
Financial advisory firms are investing in more digital marketing channels, but knowing which ones bring in qualified prospects isn't always straightforward. As prospective clients increasingly use large language models (LLMs) to research financial advisors, marketing teams face new questions about how to build visibility, measure lead quality, and determine where their budgets may have the greatest impact.
In this episode, Dan Gilmartin speaks with Joanna Irwin, Chief Marketing Officer at HB Wealth, about building a recognizable brand while generating qualified leads. Joanna shares how HB Wealth approached its rebrand while expanding digital marketing efforts, why LLM referrals may shorten the sales cycle, and how client reviews support online discovery. They also explore marketing attribution, customer acquisition costs, and using performance data to decide where to invest.
Key takeaways:
- How HB Wealth approached its rebrand while preserving existing recognition and preparing for continued firm growth
- Why LLM referrals may bring more informed prospects into the wealth management sales process
- How marketing attribution helps identify qualified leads from organic search, paid advertising, and AI platforms
- Why client testimonials can support advisor credibility, online discovery, and internal team morale
- How measuring customer acquisition costs and lifetime value can guide future marketing investment decisions
- And more!
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About our Guest:
Joanna joined HB Wealth as Chief Marketing Officer in 2024. In this role, she is responsible for developing and leading the firm’s marketing strategy, focused on fueling strategic growth through brand building and digital marketing.
Before joining HB Wealth, Joanna served as the Global Chief Marketing Officer for Randstad, one of the world’s largest talent companies, from 2017 to 2023. Prior to that, she spent 10 years at Invesco, one of the world’s leading global investment management firms, where she was Chief Marketing Officer, North America. Before Invesco, she was Vice President with Merrill Lynch, where she served in marketing, e-commerce, and product leadership roles.
Joanna serves on the Metro Atlanta Chamber of Commerce CMO Advisory Board, the Georgia State University Marketing Roundtable, the American Marketing Association Atlanta Chapter Advisory Board, and the Breakthrough T1D (formerly JDRF) Georgia Board. She previously served on the Board for the Professional Association for Investment Communication Resources. Joanna is an Advocate with OnBoard and an active mentor to future women leaders.
She is a cum laude and Phi Beta Kappa graduate of the University of North Carolina at Chapel Hill, where she earned a BA degree in psychology and radio, television, and motion pictures.
Joanna enjoys walking in her neighborhood, attending live music events, and spending time with her husband and two children.
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