Enterprise Financial Marketing

A premier provider of wealth management services, CIBC Wood Gundy has a distinguished heritage of helping investors achieve their goals.

Challenge

Now more than ever, consumers are looking online for goods and services.  A robust online presence for Advisors is no longer an option, but a must.

The Wealth Technology and Corporate Marketing groups at CIBC had been struggling to provide an appropriate online marketing technology platform for their 1000+ investment Advisors.  Their current platform had limited customization capabilities, yielded poor Internet search results, had a dated and inconsistent look and feel, and required manual processes to facilitate content updates.

CIBC required a solution that would balance two conflicting objectives:

  • Empower the Investment Advisors to have a unique and individual online presence with flexible and agile marketing capabilities.
  • Ensure Corporate Marketing retained corporate brand and messaging control while being able to get to market with the right messaging quickly and effectively.

Solution

CIBC implemented Digital Agent to enable the launch of over 1000 unique CIBC Investment Advisor websites.  Digital Agent would help to solve CIBC’s conflicting objectives by achieving the flexibility that Corporate Marketing required, with the marketing capabilities that the Advisors needed.

The implementation of Digital Agent achieved three primary outcomes: 

  • Increased Advisor satisfaction by providing over 1000 CIBC Advisors with the ability to build a unique online presence that would reflect each Advisor’s unique business.
  • Achieved the flexibility that Corporate Marketing required, with the marketing capabilities that the Advisors needed.
  • Ensured Corporate Marketing retained brand and messaging control by providing a central tool that distributes valuable client-facing pre-approved content to enhance Advisor’s presence.
  • Strengthened corporate branding by providing a compliant and engaging online presence for Advisors that would help them reach new markets and increase their client base and revenue.