Let Your Customers Do the Talking – A Modern Acquisition Marketing Story

Michael Colon

Senior Manager, Acquisition Marketing, TD Ameritrade Institutional

Gerald Loftin took a big risk. He left his job at a large broker-dealer and became a Registered Independent Advisor (RIA). His journey to independence (a.k.a. “Jerry Maguire” moment) took courage and confidence. But, he retained 100% of his clients. And then, he worked with TD Ameritrade to share his story with the world.

In this session, learn how TD Ameritrade took Gerald’s story and others like his and changed its entire content strategy. By putting the spotlight on real customers, it tapped into the audiences’ real fears and allowed its advisors to tell their own stories of transition and success to inspire their peers.

See how TD Ameritrade created a modern, content-fueled acquisition marketing program that continues to drive results.

  • See an immersive approach to building an actionable profile of your customer/buyer
  • How to transition from brand-centric storytelling to customer-centric storytelling
  • How to partner with your customers to create a robust mix of educational and inspirational content
  • How TD Ameritrade serves the right content to the right people at the right time via tight technology integration
  • How to plan a centralized content strategy that maps to every stage of the buying journey

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