FMG Suite Chief Marketing and Experience Officer Susan Theder argues in a new byline for FA Magazine that advisory firms chasing growth are asking the wrong question — the issue isn’t which platform to buy next, but the sequence in which firms build their marketing foundation. She lays out the order that compounds: a documented marketing plan, a clearly defined ideal client profile (ICP), a written value proposition, focused content, and a systematized referral process, all built before layering on paid acquisition or AI-driven outreach tools. Citing Charles Schwab’s 2024 findings that firms with a documented plan, ICP, and value proposition grow 67–68% faster than those without, and Cerulli data showing 54% of new clients come from referrals, Theder makes the case that most firms already have the growth channels they need — they just haven’t sequenced them. Her conclusion: get the foundation right first, and the next technology decision becomes far easier to make.
FAQ
What does Susan Theder mean by “sequence” in advisor marketing?
Sequence refers to the order in which a firm should build its growth infrastructure — documented marketing plan, ideal client profile, value proposition, content, and referral systems — before adding paid acquisition or AI-driven outreach tools on top.
What should advisors do before buying new marketing technology?
Theder recommends establishing the foundational pieces first: a written marketing plan, a clearly defined ideal client profile, a documented value proposition, focused content on a small number of topics, and a systematized referral process.
How much faster do advisors grow with a documented marketing plan?
Citing Charles Schwab’s 2024 data, firms with a documented marketing plan, defined ICP, and written value proposition grow 67–68% faster than firms without those foundations in place.
Why does Theder prioritize referrals and owned website traffic over paid leads?
Cerulli data shows 54% of new clients come from referrals, a channel most firms leave to chance rather than systematizing. Theder also notes that prospects who convert from a firm’s own website are three to five times easier to convert than leads bought from matched-lead platforms.
What is the main takeaway for financial advisors?
Get the marketing foundation in the right sequence first — plan, ICP, value proposition, content, referrals — and the next technology purchase becomes a far easier, more informed decision.
