Example campaign · Six-month market entry pilot
Platform market entry & qualified demand
Two connected workstreams for a platform entering the U.S. advisory market: broad editorial authority, plus named-account activation across a defined universe of target firms.
Six-month pilot
An anonymised campaign proposal example illustrating an approach. It is not a completed case study and shows no historical results.
The objective
What the programme sets out to do.
Help a platform new to the U.S. market win its first group of advisory firms. One workstream builds broad authority on independence and operating freedom; the other works a named list of target firms through to qualified conversations.
Audience
Future breakaway firms
Around 120 advisor teams considering a move to independence, where the operating platform decision is still open.
Audience
Newly independent RIAs
Around 80 recently formed firms building their operating model and choosing their long-term infrastructure.
Audience
Established challenger RIAs
Around 50 growing independent firms re-examining technology, cost and service as they scale.
Sequence
How the campaign unfolds.
Months 1-2
01Define and map
Agree the target universe of 250 firms, map decision-makers and the buying group, and launch the editorial workstream.
- Target firm list and role mapping agreed
- Monthly flagship editorial and web-first stories begin
- Campaign asset and landing page produced
- Survey designed for advisor teams
Months 3-4
02Run both workstreams
Editorial authority continues while every target firm receives a six-part dedicated email sequence, reinforced on LinkedIn.
- Six-part dedicated email sequence to all 250 target firms
- Matched LinkedIn activity to the same firms
- Survey to measure intent and priorities
- Optional independence readiness assessment
Months 5-6
03Convert and hand off
Engaged firms are qualified and handed to the partner with context, while editorial continues to reach firms beyond the list.
- Named lead handoff with engagement context
- Follow-up editorial and amplification
- Event touchpoints where they fit the calendar
- Pilot review and recommendations
Deliverables
What MAA delivers.
- Monthly flagship editorial and web-first stories
- Amplification and reuse across newsletters and social
- Six-part dedicated email sequence to every target firm
- Matched LinkedIn reinforcement
- Advisor survey and optional readiness assessment
- Named lead handoff with context
- Monthly reporting and pilot review
Measurement
How progress is reported.
- Engagement by target firm and by segment
- Email and LinkedIn interaction within the named list
- Survey completions and stated intent
- Assessment completions, where used
- Named leads handed off, with the context behind each
- Editorial reach beyond the 250 target firms
Ground rules
- No guaranteed number of leads, meetings or wins
- Contact only on a permissioned, agreed basis
- A useful result for advisors, not a sales pitch
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