Today, Rusty and Robyn are joined by Christopher Norton, Chief Marketing Officer at Potomac. Christopher is an innovative, award-winning, multidisciplinary creative with a passion for storytelling. He has worked with a wide array of large and independent clients in the news, entertainment and financial services. While his skill set is vast, Christopher’s expertise is found in the inner workings of a brand story. He has spent his career leading different marketing teams in the financial sector overseeing campaigns, PR strategies, brand awareness and more. As Chief Marketing Officer at Potomac, Christopher seeks to deliver world-class, story-driven creative to connect Potomac to its audience.

Key Takeaways

• [03:30] - Learn more about Christopher’s career and his current role at Potomac.
• [05:32] - What is the story behind Potomac’s trademark term “built to conquer risk?”
• [09:36] - Potomac has become well known for their unconventional market approaches, like sending branded cereal boxes to their clients. What is the philosophy that drives these unique approaches?
• [11:55] - Learn how Potomac’s innovative “Who Are You?” video series came to life and how it is going so far.
• [17:05] - How does Potomac’s content-centric approach strengthen engagement with advisors and investors?
• [19:07] - Why is transparency so central to Potomac’s marketing strategy and how does it create value for their clients and their partners?
• [20:10] - Learn more about the Potomac Remix Conference and some of the unique activities this conference offers.
• [22:47] - What role do conferences play in building stronger client relationships?
• [24:35] - The wealth management industry is evolving very quickly. How does Potomac’s marketing strategy keep up with those changes and what trends in the industry are they focused on right now?
• [26:35] - What are some of the metrics, or feedback mechanisms, that Christopher relies on to measure the success of a marketing campaign or project?
• [28:52] - Can Christopher give us a sneak peak at any upcoming marketing campaigns they have planned at Potomac?
• [30:20] - For the advisors and investors listening to this, does Christopher have any actionable advice for their marketing approach?
• [31:10] - As a content creator, is Christopher already leveraging AI and if so, how is it making an impact on what he does?
• [33:40] - How does Christopher keep his creativity flowing and does he think that creativity is something that you are just born with, something you can cultivate or a little bit of both?
• [36:18] - What is currently Christopher’s favorite investment idea?

Quotes

[11:13] - “I think too many firms in this industry don’t spend enough time on simple brand recognition and getting your name out there. They do all of these very complicated email marketing things, and that’s important too, but they don’t have the brand recognition and campaign to back it up with something truly memorable.” ~ Christopher Norton

[22:47] - “I don’t think, no matter how technologically advanced we get, anything will replace the value of facetime. Being able to get together in a venue, have meaningful conversations, have some fun together spending time - that adds so much to the depth of a relationship, that I don’t think anything else can replace it, and we invest pretty heavily into that. ” ~ Christopher Norton

Links

• Christopher Norton on LinkedIn
• Potomac Fund Management
• “Take the A Train (Live at Newport)” by Duke Ellington
• ‘Who Are You?’ video series

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