Columbia Threadneedle creates thought leadership and marketing videos on a regular basis. We found that many of our financial professionals prefer to consume the information this way. The majority of the videos are posted to the Insights blog. Unfortunately, many financial institutes are not allowed to provide links to their sites, via email, because of the advisor’s institutional policies.
Through Salesforce Marketing Cloud, targeted emails would be sent to financial advisors, that contained links to relevant videos. However, the link went right to the video file on a separate server. The experience was less than ideal. Not only was the execution indifferent, but there was no secondary contextualization or engagement.
We wanted and needed to create an independent landing page template, for the individual videos. As our partner firms had many security restrictions, on their advisors, we had to make sure that this template would comply with their policies, provided context and followed through with the value proposition.
