John Wernz

🎙️New episode: What defines a successful career trajectory in the fast-paced world of wealth management and private equity? Get ready for an eye-opening episode of the Dreamcatchers podcast; John Wernz offers an intimate account of his journey, revealing how critical decisions and pivotal moments have shaped his professional life. Host Jerome guides listeners through a discussion filled with stories of strategic shifts, career-defining moves, and the surprising role of fortune and… Show more

🎙️New episode: What defines a successful career trajectory in the fast-paced world of wealth management and private equity? Get ready for an eye-opening episode of the Dreamcatchers podcast; John Wernz offers an intimate account of his journey, revealing how critical decisions and pivotal moments have shaped his professional life. Host Jerome guides listeners through a discussion filled with stories of strategic shifts, career-defining moves, and the surprising role of fortune and timing.

Tune in to this thought-provoking episode for a closer look at the elements that forge a path through business and personal evolution complexities. Join us on the Dreamcatchers podcast to explore these themes and discover the keys to turning professional challenges into opportunities for growth. Don't miss this engaging and inspiring journey! Show less

You know what marketing is, right? But what about the difference between foundational and growth marketing?

In this episode, Matt Halloran talks to John Wernz, a seasoned marketing expert in financial services. They reveal why knowing the difference is key to marketing success — and why doing foundational vs growth marketing in the right order can save your marketing budget. Spoiler alert: John recommends getting your foundational marketing right before pouring money into growth in… Show more

You know what marketing is, right? But what about the difference between foundational and growth marketing?

In this episode, Matt Halloran talks to John Wernz, a seasoned marketing expert in financial services. They reveal why knowing the difference is key to marketing success — and why doing foundational vs growth marketing in the right order can save your marketing budget. Spoiler alert: John recommends getting your foundational marketing right before pouring money into growth in order to maximize the leads you generate and ultimately close more business.

Matt and John discuss:

The major differences between foundational and growth marketing
How to quickly nurture and connect with leads
The role of center of influence (COI) marketing in a thriving advisory practice
And more
“But so many times, people skip foundational marketing. It drives me bananas. And you don’t have the social proof, and you don’t have the influence — people are going to go to your website, and they’re going to be like, ‘What? No, I’m not ready to work with you.’” – John Wernz

Resources:

PodRocket Influence Academy (Enroll for FREE)
Company: SmartAsset
Company: Datalign Advisory
Company: Zoe Financial
Company: Wealth Enhancement Group
Study: Fidelity Research
Connect With John Wernz:

LinkedIn: John Wernz
Twitter/X: John Wernz
Website: Great Hill Partners Show less

John Wernz and I discuss:
Understanding the difference between sales and marketing.
When — if ever — should your firm start spending money on paid marketing?
Who should your first marketing hire be?
The effectiveness of various marketing techniques, from newsletters (good!) to sponsorships (usually not great).
How I used SEO and better web design to dramatically improve my Google search ranking for “top financial advisor coaches.”
Identifying ideal client personas. (Download a… Show more

John Wernz and I discuss:
Understanding the difference between sales and marketing.
When — if ever — should your firm start spending money on paid marketing?
Who should your first marketing hire be?
The effectiveness of various marketing techniques, from newsletters (good!) to sponsorships (usually not great).
How I used SEO and better web design to dramatically improve my Google search ranking for “top financial advisor coaches.”
Identifying ideal client personas. (Download a free example.)
Why the quality of your company’s website is every bit as important as your social media presence. (Learn how to build a high-performing website.)
Using a “face of the firm” to broadcast your company’s personality and strengthen its brand.
The truth behind conversion rate metrics.
Why you can’t turn companies that don’t refer into referral partners.
Are your clients just satisfied or are they true advocates?
Strategies and metrics for creating a better marketing budget.
How marketing can build an infrastructure to help your firm grow organically. Show less

[02:07] - Intro to John Wernz

[02:53] - Intro to Jud Mackrill

[03:42] - Are webinars trending down? What key topics drive engagement?

[06:13] - We currently show up on Google for "retirement planning near me" but not high enough. What are the best practices to increase ranking organically for certain key phrases?

[08:59] - What's the typical lead-to-client conversion timeline?

[11:28] - What percentage of top-line revenue should firms spend on lead generation… Show more

[02:07] - Intro to John Wernz

[02:53] - Intro to Jud Mackrill

[03:42] - Are webinars trending down? What key topics drive engagement?

[06:13] - We currently show up on Google for "retirement planning near me" but not high enough. What are the best practices to increase ranking organically for certain key phrases?

[08:59] - What's the typical lead-to-client conversion timeline?

[11:28] - What percentage of top-line revenue should firms spend on lead generation or organic marketing services?

[15:16] - How should advisors be thinking about podcasting as a marketing channel?

[18:29] - How are you thinking about AI in terms of supporting organic growth?

[21:48] - How do we best enable our tech stack? How can this help prompt growth within the firm?

[27:05] - Is it more effective to have dedicated business developers rather than assigning business development responsibilities to advisors?

[31:01] - How many clients should an advisor work with and still have time for business development activities? How should the time break down?

[33:46] - What results do you need to see to show that you have a successful organic growth strategy?

[40:03] - How much time should you give a strategy to see if it is working before adjusting or terminating?

[43:17] - What new or seldom used strategies are worth considering or researching?

[45:56] - What are three things advisors can do right away to improve and accelerate their organic growth? Show less

Marketing in financial services has transitioned to being a strategic imperative. Financial firms are now recognizing the power of marketing to drive organic growth, capture new markets, and capitalize on untapped opportunities. As the industry explores the potential of marketing, they unearth the chances for exponential growth and enhanced brand recognition. The journey may have started later for financial services, but they are undeniably on their way to realizing the transformative potential… Show more

Marketing in financial services has transitioned to being a strategic imperative. Financial firms are now recognizing the power of marketing to drive organic growth, capture new markets, and capitalize on untapped opportunities. As the industry explores the potential of marketing, they unearth the chances for exponential growth and enhanced brand recognition. The journey may have started later for financial services, but they are undeniably on their way to realizing the transformative potential of effective marketing.

In this episode, Jack talks with John Wernz, Executive in Residence at Great Hill Partners. John has spent over 20 years as a leader in financial services marketing with a specific focus on driving accountable organic growth. His work with firms like Fisher Investments and Wealth Enhancement Group has contributed to the fastest-growing and most successful players in the financial services sector. John is an investor and advisor to many Fintech firms, including LifeYield. Having led marketing for fast-growing financial firms for the last 20+ years, John experienced the power of showing a client tangible and holistic solutions.

A leader in brand storytelling and helping colleagues position themselves for success, John talks with Jack about marketing in financial services. He dives deeper into the importance of organic growth, how he creates effective marketing strategies, and his secret to staying on top of his marketing game. Show less

During his conversation with FP Podcast host and lead editorial producer Justin L. Mack, Wernz talks about the common mistakes firms make when pursuing organic growth; why early stage growth is so exciting; and how a nudge in the right direction from his big brother has led to a 20-year career he can't get enough of.

Listen to the new episode — as well as to all future and past episodes — by subscribing to the FP Podcast on Apple, Spotify or wherever you get podcasts.

My guest on today’s podcast is John Wernz. John is the former chief marketing officer for Wealth Enhancement Group, an independent RIA based in Minneapolis that has nearly 20 billion of assets under management for nearly 20,000 affluent clients. What’s unique about John, though, is the way he’s scaled Wealth Enhancement Group’s organic growth through marketing over the past decade, as the firm has grown from nearly 1 billion of AUM to nearly 20 billion, attracting more than 1.5 billion of net… Show more

My guest on today’s podcast is John Wernz. John is the former chief marketing officer for Wealth Enhancement Group, an independent RIA based in Minneapolis that has nearly 20 billion of assets under management for nearly 20,000 affluent clients. What’s unique about John, though, is the way he’s scaled Wealth Enhancement Group’s organic growth through marketing over the past decade, as the firm has grown from nearly 1 billion of AUM to nearly 20 billion, attracting more than 1.5 billion of net new client assets in the past year alone, not including acquisitions. Show less

Over the last 10 years, we’ve seen an explosion in the technology available to marketers as well as the accountability to the bottom line for marketing executives. Accountability, often enabled by technology, has made the return on investment of marketing increasingly measurable. And marketers who haven’t been able to keep up with the transformation are going to be left behind.

The company's marketing department, headed by Exec VP-CMO John Wernz, is responsible for client acquisition. Its multiple marketing channels focus on awareness and brand-building, which in turn support an aggressive direct marketing program.

Interviews with Business Leaders who are Making the Rules Today. Shattering the Status Quo brings together 11 interviews with proven business leaders. These individuals have led companies large and small, including Sun Country Airlines, United Healthcare, Snap Fitness and Periscope.