Let’s talk about how Marketing Intent is structured and the network of resources the firm has built.
Cherie Fournier, our CEO, has been in the financial services marketing arena for 25 plus years. After working in corporate environments for most of that time, she decided at the beginning of 2020 to start her own marketing firm.
Marketing Intent focuses efforts on helping asset managers and financial advisors better market to their target audiences. We also help streamline their marketing operations and develop plans and strategies.
The Thinking Behind Marketing Intent
The reason we started Marketing Intent in 2020 is because we wanted to tap into our financial industry experience to serve a wide range of companies and financial advisors. But we knew we weren’t experts in all facets of marketing. We’re not graphic designers or web developers, and we know our clients have a broad range of marketing needs. We felt it was an ideal time to tap into the gig economy, which has gotten even more attention after COVID. People started working from home and seeking better work life balance.
We found ourselves with a lot of great talent available to us to build out a network of professional marketers who could help our clients. For example, Cherie’s background is marketing management, strategy and copywriting, and Alise’s is marketing strategy and project management. Obviously, marketing goes far beyond that. Our professional marketing network helps us offer our clients a much greater bench depth of professionals to help with their projects and make them successful.
Our Network of Professionals
We structured Marketing Intent around these networks of professionals. Cherie and Alise are front and center with each of our clients. We look at our network and choose the right professionals for each project, and each client.
If we have somebody who’s looking at rebranding and doing a website, we may pick a design resource that might be different than a firm that is just redoing a brochure or wants to freshen up something that’s existing. We look at who is going to be the best match for each project and we deliberately select the best team.
How We Developed Our Network
Throughout Cherie’s career, she has had many relationships on the client side of working with different professionals. Marketing Intent has tapped into those cultivated relationships. Some are are decades long and other resources are newer. We continually look at contacts and see who we can get connected with to grow our base of professional marketers. We are never static. We’re constantly growing and constantly looking for new people to add to our roster of contract resources.
The Ever-Changing Market
Sometimes we have a client that needs a resource that we don’t have. Marketing is ever changing as we know, and we don’t always know what is going to come our way or what type of requests are made. Often, if we have a request come up on something that we haven’t yet done, we tap into our current contacts to see if they have a trusted resource that we can use for a project. If not, we do research and vet different companies to see which ones are going to work well with us and who is going to serve our clients to our standards. We then bring that firm or individual on board as a contractor to help us with a certain project.