Financial Advisor Success Ep 154: (Re-)Igniting Your Advisor Marketing By Defining Client Avatars And Removing Impediments To Action with Mary Beth Storjohann
Dec 10, 2019
Mary Beth Storjohann, CMO at Abacus Wealth Partners and former founder of Workable Wealth, explains how she defines client avatars and reshaped marketing for a $2.6B RIA. She covers where marketing dollars go, event and advertising strategies, and practical steps to remove friction like scheduling and opt‑ins. Short, actionable ideas for consistent branding, content, and low‑cost tactics for solo advisors.
AI Snips
Chapters
Books
Transcript
Episode notes
Why Mary Beth Sold Her Firm For A CMO Role
- Mary Beth left her solo firm because she wanted broader impact, not more income, using George Kinder life-planning to confirm priorities.
- She chose a CMO role to teach advisors, keep her platform, and reach tens of thousands.
Set Goals And Followup Before Spending
- Set clear goals and KPIs for every marketing spend (ads, sponsorships, events) and agreed evaluation windows.
- Define invite strategies, attendance targets, and follow-up templates before hosting events.
Consistency Beats Big One-Off Campaigns
- Brand awareness is a long-term investment; consistent small spends beat big short bursts.
- Reliable presence builds recall so prospects eventually convert when life events trigger need.
