Title: Executive director-digital marketing Company: J.P. Morgan Investment Management Time in current job: 3 years
Liesl Leach has been responsible for bringing mobile sales and marketing initiatives to the investment products unit of JPMorgan Chase & Co. It began with the development of the company's mobile app for its sales force, an iPad demonstration tool for reps to use on the road while visiting their main customers, financial advisers.
“Mutual funds are mostly sold via our sales force meeting with financial advisers,” Leach said. “The challenge always has been the tons of paper in the back of their cars and the difficulties they have in building and updating custom sales discussion kits.”
Leach's solution was “Advisor,” an iPad app that enables reps to provide multimedia product presentations and customizable product information sheets at the offices of their financial adviser clients. There's also the capability of shooting off quick email follow-ups directly through the app.
Six months after launch, 100% of sales reps are checking product updates via the app, and two-thirds are using it actively in client presentations.
Last month, Leach followed up with the launch of the company's Insights iPad app for use by financial advisers themselves. A marketing rather than a sales tool, Insights is integrated with the company's website, offering thought-leadership content and educational guides for advisers. It also allows them to create customized product folders to review J.P. Morgan products with their own clients.
“Mobile is the talk of the moment, and it makes sense why,” Leach said. “There is a convergence going on between mobile and the Web, and we want to make it a more personalized, relevant experience, almost like e-commerce. It's something that's less often done in the b2b arena.”