Bob McKinnon

Principal Analyst

Forrester Bio

Author Insights


Keys to Overcoming Regulatory Hurdles to Creating Demand in Financial Services

Bob McKinnon May 1, 2017
  • Financial services marketers’ reluctance to embrace non-traditional marketing channels diminishes their ability to create demand
  • Audience-centric messaging helps alleviate the lack of establishing suitability in demand creation efforts
  • Thought leadership is the cornerstone of a best-in-class demand creation strategy in financial services
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Financial Services: The Foundational Elements of Customer Experience

Bob McKinnon March 10, 2017
  • Thirty percent of financial services marketing leaders stated in our survey that creating a customer experience function is their top priority over the next two years
  • The customer experience function represents the customer’s perspective with all customer-facing functions in the organization
  • The five foundational elements of a successful customer experience function are useful insights, aligned strategy, lifecycle mapping, measurement and communication
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Marketing Dashboards for Financial Services

Bob McKinnon January 5, 2017
  • Interviewing key stakeholders helps better understand the needs of the dashboard audience
  • Summarizing key findings facilitates better readability and analysis of dashboards
  • Dashboard data should flow logically from activities to outputs to impacts
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Capturing Insights from a Disjointed Tech Stack

Bob McKinnon October 27, 2016
  • Only 32 percent of marketing organizations in financial services can access a BI tool
  • Conducting an inventory of data existing across the platform yields new insights
  • Aligning and prioritizing measurement goals with sales helps to focus efforts and limit requirements
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Key Considerations for Impactful Cross-Selling and Upselling in Financial Services

Bob McKinnon August 24, 2016
  • The challenges for marketers to impact cross-sell/upsell are uniquely linked to the structure of the sales organization
  • Marketing’s strategy should be determined by whether is targeting an existing buying center or a new buying center in and existing account
  • Evaluate marketing’s access to client data points prior to developing an approach to supporting cross-sell/upsell efforts
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How to Alleviate Content Overload in the Financial Services Advisor Channel

Bob McKinnon May 9, 2016
  • Content overload is a common problem in financial advisor channel communications
  • Measurement of advisor channel communications should expand beyond activity metrics to include output and impact metrics
  • Streamline communications and content delivery by developing advisor personas and mapping content to the stages of the buyers’ journey
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Financial Marketers: Questions to Ask Tech Vendors

Bob McKinnon December 23, 2015
  • Ask about regulatory compliance as early in the process as possible
  • Data security should be evaluated before piloting any new tech and should include an audit of the vendor’s security features, processes and procedures
  • Be certain that the vendor’s offering can be fully integrated with your existing archiving platform
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Different Drivers of Change for CMOs in Financial Services

Bob McKinnon November 5, 2015
  • Marketing leaders in financial services have to comply with an additional level of regulatory scrutiny
  • Thirty-seven percent of CMOs in financial services said “economic conditions” is the biggest driver forcing change in the way they market
  • Seventeen percent of CMOs from industries outside of financial services cited economic conditions as their greatest driver of change
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Economic Health of the Financial Services Industry is Improving – So, What’s Next?

Bob McKinnon July 22, 2015
  • The path for financial marketing leaders appears to be shifting from defensive and tactical to long-term and strategic
  • We currently see three areas of focus among marketing leaders in financial services
  • Planning and alignment, technology and customer marketing are now possible strategic initiatives for executives to buy-into
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