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Welcome to the “Last-Mile” Digital Maturity Series

A new phase of digital maturity is underway. Transformational firms are optimizing across the client journey, proactively orchestrating the way in which the field engages with their clients in the “last-mile” and guiding seamless handoffs between channels to deliver business outcomes.

To help you get there, Hearsay has developed a framework for how you can evaluate your path to digital maturity. Along the way, we’ll provide insights and identify opportunities to accelerate your progress along the maturity curve. 

Over the next few months, we’ll share weekly blog posts with the framework components. This framework allows you not just to identify where your program sits, but to illuminate key areas for program growth that deliver the outcomes your business demands. 

But first, let’s start with why it matters.

The most digitally mature firms are enabling frequent and targeted engagement between advisors and clients. These interactions deepen the relationship between the advisor and client, and are what we call the “last-mile.” In a crowded, commoditized marketplace, this is the most differentiated experience you can offer so advice must be delivered in a human way to resonate.

As the ways to digitally engage clients have proliferated, leading firms have begun to recognize the need for an integrated and cohesive technology ecosystem. Their digital programs have become more systematic, and their digital platforms more integrated across their core technologies. 

Our aim is to align your program with your business objectives – centered around three key outcomes – shifting your focus toward the digital actions that drive the most success.

  1. Reach & Attract – Achieve the consistency and scale needed to build brand and acquire new leads
  2. Nurture & Convert – Optimize engagement to influence new business generation.
  3. Retain & Grow – Leverage digital to drive better client support and boost loyalty and retention.

Guiding your field to deliver these outcomes at scale is difficult. It takes time to set up the right framework, mine your data, and leverage technology to scale your efforts across a distributed network of advisors and agents. 

A new breed of marketing organizations, alongside a new generation of advisors and agents, are leveraging digital channels to find new ways to reach and attract clients and prospects. COVID-19 accelerated this transformation. Digital activities are more critical than ever when the field cannot participate in physical top of funnel activities like local sponsorships etc. COVID has put immediate pressure on the industry to rethink service offerings, and explore digital as a way to keep their business moving forward. Looking to the future, these behaviors will be entrenched amongst the most digitally mature. We’ll get started next week by discussing the foundational elements you need to Reach & Attract prospects. 

If you can’t wait to learn more, download the full white paper now.

The Shift from Sales Push to Marketing Pull, for Advisor & Agent Success – Part 2

Across our customer base, we’ve seen a strong correlation between a solid social selling content strategy and website traffic and conversions, with as much as 50% of inbound traffic originating from Hearsay Social. The strong sales and marketing partnership these organizations have developed and the strategic approach to content has led to this success.

Corporate marketing teams have a responsibility to coach advisors and agents to create high-credibility social profiles which boosts SEO; this combined with highly-relevant helpful content helps sellers build out their network. As sellers share that targeted content, buyers engage because the sellers professional digital presence and consistent approach to content instills a sense of trust. A well-placed call-to-action draws traffic to the local advisor or corporate website. These website visitors are higher-quality traffic—they stay longer and view more—and then ultimately show higher rates of lead form submissions. Sellers are helping amplify and bring marketing content to life using their own personal social capital, while marketing is helping sellers establish a professional brand and supplying an ongoing stream of thought leadership. Thus, the marketing and sales funnel of today is inextricably tied.

1-to-1 Sales Engagement Still Requires Marketing Partnership

Even in one-to-one sales engagement with clients—email or text outreach—marketing plays an important role.

Instead of calling a list of contacts from top to bottom, it’s critical for sales to engage with those who have shown behavioral triggers that indicate intent or interest. Knowing who to engage when and with what message requires digital tools and data to interpret client signals. And who tracks client signals and delivers the technology to engage across multiple channels? You guessed it – marketing.

Across our most innovative clients, we’ve seen corporate marketing teams develop digital marketing hubs that provide advisors and agents easy access to tools that help them reinvent the way they engage with their networks. From tracking engagements on Hearsay Social posts to following up on lead conversion forms via a compliant text through Hearsay Relate and using Hearsay Social Signals to be the first to congratulate contacts on a new job or recent move – marketing insights allow advisors and agents to follow up in a timely and targeted way.

Digital touches may not all be sales opportunities, but they’re a powerful way for sales to stay connected and deliver the necessary human touch. The right digital tools help sellers scale and deliver more frequent light touches with a greater number of people to build pipeline, influence, and most importantly relationships. It’s surprising what consistently wishing someone a happy birthday or congratulating them on business news can do.

Endgame: Better Serve the Customer

In the end, when everyone is doing their part, marketing and sales together can transform outreach from random and cold to trusted, authentic, and timely. The key is to use digital to deliver relevant, targeted content created by marketing and analytics around what clients are engaging in to elevate advisors and agents to become trusted problem solving partners. This not only lets sellers scale to serve a greater number of clients, but serves the client more personally, on their timeline and channel, around topics that are important to them.

In the video, watch Hearsay’s co-founder and executive chairperson, Clara Shih, break down how sales performs better in partnership with marketing.

The Advisory Firm of the Future: A Case Study

We’ve written about the advisor of the future and the fundamental shifts in both client and advisor attitudes, behaviors, and relationships (not to mention the recent shift to remote-first work) that are driving adoption of new technologies for client engagement. And in order to meet expectations as the client engagement model evolves and stand out from the competition, firms need to be forward-thinking in how they support their field.

Not long ago, we were lucky enough to get an inside look at a visionary firm launching cutting edge programs to support their force of over 3,000 independent broker dealers and corporate RIAs. Amy Webber, President & CEO of Cambridge Investment Research, sat down with us to share how she and her team are getting Cambridge-affiliated advisors future-ready, today.

First, Webber shared the three things she sees as critical for advisors to embrace to be successful, today and in the future:

  • The advisor of the future needs to stay innovative and leverage digital engagement heavily.
  • They need to use technology to do the right things and delegate tasks that are not value add.
  • There must be a relentless focus on personalization and customization.

The ‘New Century Council’

Cambridge is ultra focused on making sure their advisors are enabled to meet the three requirements outlined above. They have a ‘New Century Council’ made up of progressively minded advisors and corporate team members, including Webber, that meet regularly to discuss tools they’ll need to be successful into the upcoming decade.

Several years ago, the Council raised texting as a channel that would be critical to success. Not long after, they began exploring solutions and started using Hearsay Relate. Webber herself is a Relate power user and shows strong executive sponsorship by texting with the field. “Every generation is texting. We pushed ourselves to think about how Relate could be used by the home office to communicate with the field, and started the journey believing we had to lead by example,” she explained.

Webber shared a story that demonstrated both the power of their onboarding strategy and how Camridge uses texting to build relationships with personal messages. One of their top producers was resistant to texting, so Webber personally helped get him set up and told him she expected him to send her a text once a day. When he missed a day, she checked in to see how he was doing. This showed him how his clients feel when they get that type of personal connection from him. Incidentally, Webber shares her Relate number with any of her 3,000 advisors who ask.

Though their advisors are all independent, Cambridge carries the cost of Relate for two reasons. First, it’s a critical tool that makes advisors efficient and productive. Second, and perhaps more important, it’s essential for risk mitigation. They weren’t willing to take a chance that compliance requirements weren’t being met.

Centralized Contact Service Center

Many advisors join when they’re embarking on the process to build their own small business and need or want to leverage the infrastructure of a larger company. In addition to offering Relate to all advisors, Cambridge also offers a centralized support center. By joining Cambridge, they get technology, practice management, products and services, compliance, regulation, and—for a fee—a centralized contact service center at a scale they couldn’t build by themselves.

The contact service center, a team of virtual office assistants, is one of Cambridge’s most popular offerings, for both solo and larger offices. The support staff’s pictures go up on the advisor/agency website, they talk to clients, pick up delegated activity in Relate, and clients know them as part of the team. This extended team helps the advisors deliver that level or personal and customized service that clients expect without the heavy lift of increasing headcount. It’s perfect for advisors/agencies who don’t have the bandwidth or desire to staff and train a support team – and enables them to hit the ground running.

A Blueprint for Success

With a continuing eye toward future trends, Cambridge has ensured that their advisors are ready for today and the future. When COVID struck, they were prepared to handle the 100% increase in text messages in the following month, thanks to the foresight of their New Century Council and Webber’s leadership in getting Hearsay Relate in place well before the crisis happened. And while they had a 5-year plan for digital transformation that now must be steeply accelerated, their ability to adapt and lead by example will serve them well.

The Last Mile of Insurance: Keynote at InsureTech Connect 2020 #ITC

In the last five years, InsureTech Connect (or ITC, as it’s commonly known), has rapidly grown into the largest gathering of insurance innovators. Last year, our team joined the event in person with over 7,000 attendees in Las Vegas, and launched the Hearsay-Guidewire Connector. This year, of course, the event has gone virtual and we are so excited that our founder and Executive Chair Clara Shih is being featured in the keynote fireside chat with Guardian Life CEO Andrew McMahon.

Most insurance companies had focused most of their digital investments on automation and self-service, and in the pandemic, we’ve seen how the time has come to equally leverage digital to rearchitect how the field works and to strengthen rather than replace human connection. Using Hearsay as the front-end between agents and customers, companies are redistributing marketing and servicing work to corporate teams to allow reps to focus on value-added selling and relationship activities.

InsureTech Connect CEO and co-founder Jay Weintraub moderated a powerful, exciting conversation between Andrew and Clara. Here are some of the key insights and takeaways:

  1. Guardian Life has been in existence since 1860. They are celebrating 160 years this year. Covid is not the first global crisis Guardian has had to navigate. They’ve been able to apply lessons learned from previous pandemics including the 1918 Spanish flu and world wars to navigating the uncertainties of this year and maintain the long view of what needs to be done.
  2. Technology is disrupting every aspect of the insurance value chain from product and underwriting to marketing, distribution, and claims. As an insurance executive, it can feel daunting and hard to know where to start. But one area matters most: what customers experience. The most effective digital transformations start with the customer. Not what the carrier ideally hopes the customer will experience, but what the customer actually experiences– the last mile. Not customer surveys, but actually solving customer needs when and how they want. Start there, and the priorities will become clear.
  3. So-called personalization today doesn’t feel very personal. Has anyone ever gotten an automated email and thought to themselves how special it is and that it was uniquely made for them? Relationship advisors play a very important role. Life insurance is still very much sold, not bought, the vast majority of the time.
  4. Combining the authentic human relationship with a trusted expert with digital scale will allow advisors to maintain ongoing touch points with customers– which is increasingly important both for retention and cross-sell and also for regulatory reasons, such as RegBI. In the past, there were too many insurance customers who never heard from their agent again after the initial transaction.
  5. There is a role for direct-to-consumer and also intermediated channels. Today, most carriers approach each channel in a siloed manner. A unified last-mile engagement layer will allow carriers to blend digital, contact center, and field channels in a frictionless way for customers.

For centuries, the insurance category has played a critical role in helping businesses and families survive the hardest of times. In the past seven months, we’ve seen unprecedented human connection take place on our platforms between agents and advisors and their customers– and all signs point to this authentic digital engagement sustaining well beyond the pandemic. Thanks to Jay and ITC for featuring Hearsay this year, and thank you to Andrew and Guardian Life for being one of our boldest, most forward-thinking customers!

Clara Shih on The Big Reveal, with Suzanne Siracuse

We were excited to hear about Suzanne Siracuse’s new podcast, The Big Reveal, which aims to bring personal interviews with wealth management industry innovators and leaders to life. Suzanne, founder and former longtime CEO and Publisher of InvestmentNews, is herself an influential leader in the wealth management industry, and we were thrilled when she invited Hearsay founder Clara Shih to be her launch guest speaker along with Michael Kitces, George Nichols, and Bill Crager.

Here’s a link to Clara’s recent conversation with Suzanne, with a few excerpts highlighted below:

Suzanne: Clara, we met four years ago when I interviewed you at the InvestmentNews Women Advisor Summit.  I have to admit I was in awe of your background… You graduated from Stanford with undergraduate and Master’s degrees in computer science. You were an early employee at Google, then joined Salesforce.com. In 2007, you saw the rising tide of social media and became famous for creating the first business application on Facebook, known as “Faceforce.” Then you founded Hearsay Social, now Hearsay Systems, where you served as CEO for 11 years until one month ago. With all those successes, I found you to be warm, generous, and personable, and you were a huge hit with the many advisors who attended that summit.

Clara: Thank you, Suzanne. My family came to this country in the 1980s with not very much, and I’m so grateful for the many opportunities I’ve had. In my life, I have always tried to dream big and take risks. Some have worked out well. I’m thankful to have met inspiring partners and leaders like you along the way!

Suzanne: So let’s talk about your recent announcement.  You recently moved into the role of Executive Chair and promoted your COO Mike Boese to CEO.  Whenever a high profile leader leaves the top spot, there’s always speculation on why. Can you take us through this decision and why now?

Clara: After 11 years, it was time. I know you know, having been the founder of InvestmentNews, and those of you watching who have built your own business know that being the founding CEO takes everything you have– every day, every hour, every weekend, every ounce of your being.

Last December I let the board know I needed to start thinking about a longer-term transition. In Q1, I met Mike, and here was someone who has started companies and scaled companies to hundreds of million in revenue and loved our mission and culture, then COVID happened and I realized the transition could happen much sooner.

Suzanne: Do you think the pandemic accelerated your timeline?

Clara: There is no question. During crises, we see what leaders are made of. Mike rose to the occasion and truly impressed me and the entire board of directors with his compassionate leadership, incredible work ethic, and commitment to our customers. On a personal level, the pandemic for me, like many people, has been a time of reflection and soul-searching. Over the summer, I realized the time had come after 11 years for me to take a break, spend time with my family, and try something new, with the peace of mind that Hearsay would be in great hands.

Suzanne: Over the summer, before you announced your new role, you and Mike co-led a major deal with Salesforce in which they took an equity share in Hearsay.  This deal showcased an important strategic alignment between Hearsay and Salesforce marrying Salesforce’s CRM and Hearsay’s social and digital engagement capabilities. It was big news in our industry.  Tell me how that all came together.

Clara: Our partnership has been driven by market forces – compliant digital engagement and CRM need to come together in service of the customer. Customers of both companies kept asking us to work more closely together on integrations, customers like Fidelity, Prudential, Morgan Stanley. So it was really just formalizing what was already happening naturally in the market to better serve what advisors need.

The amazing thing is there are now multiple phases of digital transformation which have been made possible thanks to this partnership. It’s not just about digital marketing. It’s completely rearchitecting how advisors spend their time and leverage analytics in every part of running their practice. The implications are tremendous, more than many people realize.

Phase 1. Contact and data sync

Phase 2. Workflow

Phase 3. Routing

Phase 4. Automation

Suzanne: While both Salesforce and Hearsay are giants in serving large brokerage firms and independent broker dealers, you have not made as much traction in the RIA space, though you do count Marty Bicknell and Mariner as a client. Are RIAs an area you are looking to expand into?

Clara: There’s no question we need to serve RIAs. They are a critical and growing segment in wealth management, and it’s a matter of when, not if. That said, I’m a big believer in focus, and timing and sequencing expansion– this is why Hearsay doesn’t sell technology to life sciences or tech companies. We have always been laser-focused on wealth management and financial services firms with relationship managers. When it comes to RIAs, we have a lot of learning to do. I’d like to learn from as many people as I can. Thinking about new markets and segments such as RIAs and international geos is one key area I’ll be focused on as Executive Chair.

Suzanne: Social media, which was the primary area Hearsay specialized in when you started the company in 2009, has become “not a nice to have” way to communicate but almost an essential way to communicate.  You were ahead of your time!  What gave you the idea to create Hearsay and the category of social selling in the first place?

Clara: Back in 2009, Facebook and LinkedIn had just launched and usage was growing at an exponential rate. A friend of mine was just starting out as an advisor, had no clients, and was just cold calling. I couldn’t believe how inefficient and ineffective it was. It dawned on me that every step of the sales relationship cycle, was going to get totally transformed by social and digital forces and that a solution was needed to bring business focus to social media. We started with social signals – money-in-motion life events being shared on social networks (the “hear” part of Hearsay), as well as social drip campaigns and 1-1 messages (the “say” part of Hearsay), and of course all of the compliance elements which are table stakes in wealth management.

Suzanne: Since then, Hearsay has made some big moves into adjacent client engagement areas, such as your compliant text messaging solution and new Hearsay Actions platform. How have you seen digital help advisors with their business development and client engagement efforts?

Clara: In every industry, technology is completely transforming how we need to work. In wealth management, this manifests as advisors focusing more of their time on value-added relationship acquisition and deepening activities. On the surface, Hearsay appears to be compliant text messaging and social selling. In reality, what Hearsay really is, is a way to automate and route marketing demand generation and client servicing tasks.

Suzanne: How has COVID changed the way Hearsay is working with clients and how advisors use Hearsay?

Clara: We’ve seen unprecedented usage of our platform since March. It’s been very uplifting to see how advisors have stepped up like never before to be there for clients when it really counts. From Hearsay’s perspective, the shift to remote work has been very seamless given we were already set-up with zoom, texting, social, and digital engagement tools pre-pandemic. With everyone stuck at home, we’ve tried to get creative in finding ways for human connection despite not being able to meet face-to-face, such as sending a supply box to everyone ahead of our largest-ever customer summit in May, or more recent virtual dinners where we have the same meal and bottle of wine delivered to a client as what we’re having so that we can still break bread together and have a slower conversation outside the hustle and bustle of back-to-back meetings.

Congratulations to Suzanne for the launch of her new podcast, and thank you for featuring Clara and Hearsay!

Career Tips for Difficult Times: Founders’ Perspectives

The Wall Street Journal held a virtual Jobs Summit recently where Clara Shih, Founder & Executive Chairwoman of Hearsay was interviewed alongside Kenneth Lin, Founder & CEO of CreditKarma. Michelle Ma, WSJ Assistant Editor, Live Journalism, dug into what they learned from the 2008 recession, which was the time period both Shih and Lin founded companies.

Over ten years later, here we are again. As CEOs who have weathered difficult times and hired their fair share of candidates over the years, they had some excellent advice for those who find themselves unemployed, like so many Americans today.

If you missed the live event, here are the highlights.

Every job teaches a skill

Lin suggested that every job can build your skillset. He shared that he once had a job as a dialer for stockbrokers. This involved a stack of index cards with names and phone numbers on them and dialing all day with the goal of getting those people on the phone. Though it may have seemed like a trivial role, he learned how to be more confident on the phone; a valuable skill.

The lesson? Even a job you may not be excited about is teaching you something. If you end up taking a position that’s not perfect to put food on the table, look for what you can learn and make the most of the job you have. Then when you interview for your next role, present what you learned.

Hustle and other top skills in demand, today and beyond

Everyone knows times are tough and what was relatively easy 6 months ago takes real work in today’s virtual, budget-conscious world. That’s why when Clara’s hiring these days she’s looking for someone with hustle, which she defines as someone who knows how to get creative, get things done, and take risks. Number two for Shih is empathy/EQ and knowing how to connect with people in a remote setting.

Lin shared that passion is one of his key criteria. When times are tough, what pulls people through is when they love what they do. He said he knows sometimes it’ll just be a paycheck, but if you have a choice, pick the job you love.

In terms of skills based on experience (hard skills), Shih suggested that the ability to connect with customers, writing code/engineering, and being able to write (content, copywriting, etc.) are always in demand.

Mine LinkedIn for Hidden Career Advice

Have you been using LinkedIn to re-establish dormant connections and see how the people you admire got where they are? If not, it’s time to get your LinkedIn hustle on.

When Ma mentioned that Clara has said LinkedIn is a blessing for job-seekers, Clara enthusiastically talked about the ability to look at the career paths of people you admire and see how they’ve gotten to where you want to be—what did they study, what certifications do they have, what kind of experience do they have? Take this opportunity to map the next steps you want to take in your career. Then invest in yourself and get the skills you need to take the next steps.

Valuable advice from a mentor

Randy Komisar, a prominent Silicon Valley attorney, executive, and author was a professor of Shih’s at Stanford. Like many college seniors, she wasn’t sure what she wanted to do once she graduated. When she asked him how to think about her career, he told her that if she wanted a big career in tech, she needed to build up generally valuable skill sets, including these three things:

Ship a new product end-to-end: conception, design, prototype, iteration, shipping, launch, continuous lifecycle
Customer experience skills (sales, account management, etc.)
Learn how to manage people

Resume vs. referral: what’s more powerful?

Someone in the audience asked how many people are hired based solely on a resume versus a referral. Shih and Lin agreed here; referrals are preferable. Shih pointed out that this speaks to the importance of networks (another point in favor of re-connecting if it’s been a while!), while Lin mentioned that referrals have higher close rates. Shih also noted, however, that a referral only gets someone in the door; they still have to earn the job. Both do extensive reference checks and interviewees speak with multiple people within the company before being offered a position.

Keep going!

This has been a hard year and there are lots of smart people out there looking for their next role. Aside from the excellent advice they shared for job seekers, Shih and Lin also shared the truth behind start-up life, which can serve as excellent inspiration to keep going through the tough times. A start up founder and CEO, during a recession or not, gets knocked down over and over again. CreditKarma almost ran out of money three times; Shih cleaned the office along with her CEO/product manager/designer/you name it duties. For 99% of start-ups, it can take years of grit and determination before making it. The big secret? Just keep going!

We currently have a number of open positions at Hearsay, so take a look at the Careers page and let us know if there’s a match.

Guide your Advisors/Agents to the Center of the Digital Client Journey

In high-consideration categories such as wealth management and life insurance, a trusted advisor is everything. So many other interactions in our daily lives are digitized and missing the human touch. But in wealth management, the complexity of financial decisions are higher and the value of advice more critical. That’s why clients are more apt to stay long-term, after fostering a connection with an advisor.

In fact, in wealth management and life insurance, the vast majority of the client experience happens through the agent/advisor. And yet most of the technology investment has been in other aspects of the client experience. If financial services organizations have invested in digitizing the service center, building a corporate marketing engine, or even introduced robo-advisors or banking apps, they still may not have optimized the most important technology opportunity—advisor/agent-client engagement. It’s the missing piece of the client experience platform.

Digitized service centers and mobile apps are important, but not differentiators. No one switches banks because of their mobile app. And competing on pricing and products has become increasingly untenable. Competitive advantage needs to come from better enabling the connections between agents/advisors and clients that deepen relationships and retain and grow business.

While a firm’s field advisors or agents are your most expensive channel, they are also the most effective—particularly when guided with best practices. A trusted relationship is the only thing clients are willing to pay a premium for.

Client journeys, both pre- and post-acquisition, naturally and organically flow across communication channels. It’s critical to help agents/advisors engage at just the right times to move clients along their journey. Advisors/Agents who engage too soon waste their time and might even spook a client, and agents/advisors who engage too late or are overly reactive instead of proactive miss out on valuable opportunities to make a difference during the moments that matter to clients.

The key to communicating at just the right time is for firms to proactively guide and capture that last mile of interactions. But for the most part today, the last mile is a black box, which means that corporate teams don’t have visibility into the most important part of the client journey.

An agent/advisor may receive a task or lead in their sales portal, and sometimes there is a conversion at the end; what happens in the middle is a mystery to the firm. Even though these 1:1 conversations are the most important, growth-oriented conversations happening across the entire system, there is little to no transparency to the firm.

That’s where Hearsay’s client engagement platform comes in. Hearsay enables corporate teams to capture those interactions and then analyze the activities that drove results. Corporate marketing teams can use these best practices to systematize the sales plays that work and guide every advisor/agent to act like your best advisor/agent.

Download this guide to learn the foundational strategies corporate marketing can use to give agents/advisors the head start they need to maximize a high-tech and right-touch approach.

Client Connection in a Socially Distanced World

In order to help advisors thrive in the current environment, corporate teams need to rethink how they guide the field through and beyond the present crisis to adapt to new realities and seize the very real opportunities to make their practices stronger than before.

Advisor-Client Communications: How Compliant Texting is Changing the Game


Social media proficiency is a must have for advisors and agents today. In fact, 92% of advisors report that social media has helped them gain new clients.[1] Social media plays a key role in the digital landscape, and done correctly it can help advisors find new clients and strengthen relationships with their current ones.

Not only has social media transformed how business is conducted, it has also transformed where it is conducted. It is estimated that nearly 3 billion people worldwide own a smartphone.[2] Another staggering statistic: 70% of web traffic comes from mobile devices.[3] In order for your advisors and agents to find and stay connected to clients, they need to be both social and mobile.

It may seem unbelievable, but over 60% of advisors’ and agents’ time is spent on non-revenue generating activities such as administrative tasks.[4] With texting, advisors and agents have an ultra-efficient way to stay connected with clients. In fact, text read rates are as high as 98%.[5] Studies show that 75% of people report receptiveness to receiving text messages,[6] making it easier for your advisors and agents to connect to clients. Within financial services, the average customer opt-in rate for advisor texting programs is 80%,[7] suggesting that clients are eager to hear from their advisors and agents. We’ve found this is especially true in today’s volatile financial climate.

Not only are clients more responsive, but activating texting as a compliant advisor-client channel drives a deeper level of authenticity in the last mile of communications. It also enables your field with the flexibility to schedule time-based text message reminders, such as appointment and annual review reminders, that help shift the balance of where advisors and agents spend their time, from administrative activities to client meetings.

Does this mean that you should solely favor text messaging over email marketing? On the contrary. When it comes to communications, a balanced approach is always best. Authentic relationships thrive across various digital channels. Make sure your advisors and agents leverage both text messaging and email marketing to communicate with their clients and prospects for a successful content strategy with a tangible ROI. For example, studies show that when sending a text to follow up on an email, the email open rates increase by as much as 30%.[8] And given that clients of advisors using Hearsay, on average, respond to a text message in under four minutes,[9] your advisors and agents are more than likely to connect with their clients quickly and efficiently.

To learn more about how automated text messaging can improve client communications, check out the recording of our most recent admin webinar or share these advisor/agent webinars where we discuss how Hearsay tools can provide compliant text messaging that helps save time, secure prospects, and increase client retention.

SOURCES:
[1] https://www.putnam.com/advisor/business-building/social-media/?van_seg=social
[2] https://www.pewresearch.org/global/2019/02/05/smartphone-ownership-is-growing-rapidly-around-the-world-but-not-always-equally/
[3] https://review42.com/smartphone-statistics/
[4] & [7] Hearsay Data, Time Management for Sales Study, 2017
[5] & [6] https://www.campaignmonitor.com/blog/email-marketing/2019/01/roi-showdown-sms-marketing-vs-email-marketing/
[8]  Hearsay 2020 Financial Services Social Media Content Study
[9] https://www.business2community.com/infographics/email-marketing-vs-sms-marketing-stats-infographic-02021390

My First Day as CEO of Hearsay Systems

Clara and me last week, appropriately socially distanced [Photo by Radu Ranga]

Today is an exciting and very humbling day for me. After five months as Hearsay’s COO (all virtual) and working closely with Clara Shih, co-founder and CEO of Hearsay Systems, and the Hearsay Board of Directors, I am honored to take the reins from Clara as the new Hearsay CEO and continue to partner with Clara as Hearsay’s Executive Chairperson.

Clara and Steve Garrity founded Hearsay 11 years ago on a belief that the sales and relationship management profession would get upended by the social graph being created on Facebook– fundamentally disrupting the way customers buy, whom they trust, and how they’d want to stay in touch. Over this decade-long journey Clara and the Hearsay team built out a new social selling category, expanded into other key digital channels and developed a platform strategy to better align with customer engagement outcomes. Hearsay also focused on wealth management and insurance sectors and the challenges of providing last mile digital communications in a scalable, compliant manner. Over 170,000 advisors and the most prestigious financial services companies have embraced this vision.

Many Hearsay team members (Chris Andrew, Chief Product Officer and employee #1; Pete Godbole CFO; Robert MacCloy, CTO) and Board Members (Frank Defesche, Jon Sakoda, Bryan Schreier) have been instrumental in this journey and taking the long view toward building the company. I have appreciated their support and counsel over my brief tenure and the support and patience I have received from the entire Hearsay team helping me onboard in a virtual world.

To our team members, customers, and partners, as we start this new phase of our journey together, I wanted to share some of my story with you, why I came here, and what I’m excited to do.

My story

I grew up in Seattle, WA and have been married for 26 years and we have two grown kids. I started as an engineer right out of the University of Washington working at a Bay Area Refinery. I made my way into software and have been blessed to work with many great technology companies (Oracle, SAP, PeopleSoft, Taleo), leaders and colleagues across many functions, projects and transformation efforts. My new, favorite capability/strength is the learnings I have gained from the wins and defeats associated with trying to scale a business, incubating new ideas or drive wholesale change initiatives. I hope to fully exploit this capability in my new role.

There are two simple axioms of leadership I try to espouse. First, everyone is a leader. Some of the most impactful people at any company have no direct reports. They muster followership by their energy, enthusiasm, smarts (EQ and IQ), and organizational and persuasion skills. We need to create environments where anyone can lead.

Second, in 25 years, I’ve learned that accountability and direct dialogue permeate winning teams. If I could wish for two things in any organization it would be a strong culture of accountability/”owning it” and frank, open dialogue on the hard, uncomfortable topics-it’s the only way to get fully aligned, build trust, and let the best ideas win. Clara and the Hearsay leadership team share this perspective.

What drew me to Hearsay

There were three fundamental drivers that made joining Hearsay an easy choice.

1. Significant market opportunity: It starts with an unparalleled customer list. In 25 years working in enterprise software, rarely have I seen this quality and quantity of marquee customer relationships, customers who view us as true partners and trusted advisors to help guide them in their digital transformation journey. Hearsay is also a rare product that is both a vitamin and painkiller, as Clara talks about in her Masters of Scale podcast with Reid Hoffman. Many customers start with our compliance platform (painkiller), but then it builds from there into wholesale transformation to deliver a modern customer experience (vitamin). Most importantly, the last decade of digital transformation was about automation and self-service. Validated by the pandemic, the next decade is about authentic engagement at scale– a category Hearsay has established and will fuel its next chapter of growth.

2. Shared values: Hearsay’s values have remained essentially the same since the company was founded–Customer Focus, Kaizen, and Get-the-Right-Stuff-Done (GRSD). For me, Customer Focus is about the big stuff and the small stuff. You need to get the small stuff right in order to earn the right to do the big stuff (be a trusted advisor). I’ve had many roles throughout my career, from leading M&A at Taleo to CEO of Certent. Each has been an opportunity for me to flex a growth mindset and continuously learn, improve, and grow or put into practice a personal Kaizen approach. Kaizen at a company level and Kaizen at an individual level is the killer combination. Prior to Hearsay, my wife and I took a significant risk in launching a new startup. I learned very quickly no environment demands GRSD more than an early stage company. Everyday you need to be ruthless in how you spend your time and dollars. We had to make some very difficult decisions when we were running low on funds and were fortunate to find a strategic buyer to execute our vision. GRSD has new meaning and purpose given this experience.

3. Opportunity to have an impact: As I got to know Hearsay and got to understand the challenges and opportunities it faces, I realized it is a great match for my diverse set of experiences. More importantly, It’s been inspiring to watch how our customers have depended on Hearsay to reassure and guide their customers during the pandemic – which in turn has given our team a new level of purpose and hustle.

What we will do going forward

The pandemic has only accelerated our next phase of growth, as Hearsay’s engagement platform is now mission-critical for relationship sellers who can no longer meet clients face-to-face. From Social and Sites to Relate and Actions, Hearsay platform utilization, new deals, and customer expansions are accelerating. Our business is outperforming expectations on nearly every metric.

As we embrace this momentum, there are several concrete actions I will be working with our team to drive 2021 performance and make our vision a reality. First and foremost, we need to fill all key existing and new roles across the organization. We need the right talent in place to execute on our ambition sales and product plans. Second, we need to drive a focused set of initiatives to help deliver customer outcomes. The migration to our new, modern reporting solution is a great example. Third, in the next several quarters we will be launching new integrations that help our customers unlock the value in their CRM, marketing automation, and core systems investments.

In everything we do, we need to continue to lead and collaborate with humility and purpose.

Mike