The unexpected insights and marketing power of a Client Persona

In today’s Becoming Referable episode we’ll treat you with two special guests, Joe Martin and Alex Katz, for twice as much insight on the benefits of developing a client persona, some of the surprising insights it led them to, and how they used it to engage clients and centers of influence to drive growth goals in their target market.

Joe Martin is a Partner at the Golub Group, a wealth management firm in the San Fransisco Bay area providing financial planning and wealth management services with a dozen advisors and managing over $1.5 billion. He is responsible for the overall management of advisory and planning services for the firm. Prior to the formation of Golub Group in 2003, Joe worked for its predecessor firm, where he helped advise clients on their investment and planning needs.  Joe provides leadership to the Golub Group Financial Advisory team, and advises clients on a broad range of financial needs.


As Chief Growth Officer, Alex Katz is responsible for developing and implementing strategies designed to responsibly scale the firm, while ensuring and maintaining a high standard in customer service and client experience.  Alex has worked in many different capacities in the investment advisory industry since 2001, previously having developed strategic growth initiatives for wealth management, mortgage banking, investment policy and private client group sales at multiple firms.


Our conversation dives deep into the idea of a client persona (and how that differs from a target market). We discuss the benefits of client advisory boards to help define your ideal client. The guys explain how they developed a clear process for designing the client persona. You will learn how this approach can help your business grow with more of exactly the right clients for you, and help you tailor your services with a renewed focus on what your ideal clients value most. We finish off by talking about how implementing a client persona can kick your center-of-influence referral strategy into a whole new gear.

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