Mid-Year State of the Nation by Track That Advisor | The Advisor Summit Podcast Erica Pauly | Episode 15Welcome back to another episode of the Advisor Summit Podcast, where industry innovators and thought leaders come together to elevate the way we serve, scale, and succeed.Erica is a leading expert in data-driven marketing strategies for financial advisors. As a coach and consultant, she has helped firms across the nation grow by leveraging data and making strategic marketing decisions. With years of experience working with advisors, Erica is passionate about turning data into actionable insights that lead to measurable results. She also leads Trackpad Advisor, a company focused on providing advisors with the tools they need to succeed.In this episode…Erica dives into the mid-year state of the nation and explores key trends in financial advisor marketing. She discusses shifts in traditional marketing funnels, such as dinner seminars, and how advisors can adapt to these changes. Erica also shares valuable insights on how to analyze key metrics, the importance of understanding your marketing gap, and how to pivot strategies effectively for the second half of the year.Key Takeaways:Dinner Seminars: Dinner seminars are seeing lower conversion rates and meeting stick rates, signaling the need for a shift in approach and greater focus on human connection and follow-up.Marketing Gap: Advisors must understand their "gap"—the difference between leads from previous years and new business generated this year. A high gap (over 30%) indicates a longer sales cycle and should shape ROI expectations.Data-Driven Decisions: Data is crucial for advisors to make informed decisions. Tracking key metrics like stick rate, close rate, and cost per client is essential before focusing on ROI.Nurturing Leads: Advisors should treat their leads like referrals by nurturing them over time and building genuine relationships, rather than viewing them as quick transactions.Adapting to Change: Advisors should stay flexible and avoid panic-driven decisions. Understand your benchmarks and adjust expectations based on your data and marketing funnels.⛰️At Track That Advisor, we believe that independent financial advisors shouldn’t have to struggle with overwhelming spreadsheets and confusing reports.⛰️Our mission is to simplify data analysis, providing clear, actionable insights that help advisory firms grow and thrive.⛰️With years of experience in financial analytics, our team understands the challenges advisors face. We don’t just provide numbers—we provide a roadmap to success.Contact us at: [email protected] with Molly PierceConnect with Erica Pauly

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