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BlackRock Marketing

To build trust and preference for BlackRock's solutions among investors worldwide by becoming the world's leading investment manager and technology provider.

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To build trust and preference for BlackRock's solutions among investors worldwide by becoming the world's leading investment manager and technology provider.

Strengths

  • BRAND: Global trusted brand with $10T+ AUM provides credibility
  • TECHNOLOGY: Aladdin platform serves 55,000+ users across 100+ markets
  • SCALE: Unmatched global presence in 30+ countries for localization
  • SUSTAINABILITY: Leadership position in ESG investing with $650B+ AUM
  • TALENT: Industry-leading expertise across all investment categories

Weaknesses

  • PERCEPTION: Still viewed as institutional vs retail-friendly brand
  • DIGITAL: Fragmented digital experience across global touchpoints
  • DATA: Underutilization of client data for personalized marketing
  • AGILITY: Marketing processes slow due to regulatory complexity
  • METRICS: Incomplete attribution models for multi-channel efforts

Opportunities

  • RETAIL: $80T global wealth transfer to digital-native generations
  • PERSONALIZATION: Hyper-targeted messaging across customer journey
  • CONTENT: Thought leadership amplification via emerging platforms
  • PARTNERSHIPS: Strategic alliances with fintech ecosystem players
  • EDUCATION: Growing investor demand for financial literacy content

Threats

  • COMPETITION: Robo-advisors capturing younger investors at 29% CAGR
  • REGULATION: Increasing marketing restrictions in key markets
  • PERCEPTION: Growing anti-Wall Street sentiment among millennials
  • TECHNOLOGY: Rapid shifts in digital marketing platform algorithms
  • ECONOMY: Market volatility affecting investor confidence and AUM

Key Priorities

  • DIGITAL: Create seamless omnichannel experience for all segments
  • PERSONALIZATION: Deploy AI-driven content personalization engine
  • EDUCATION: Expand financial literacy initiatives targeting retail
  • SUSTAINABILITY: Amplify ESG leadership positioning globally
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To build trust and preference for BlackRock's solutions among investors worldwide by becoming the world's leading investment manager and technology provider.

DIGITAL MASTERY

Create an industry-leading omnichannel experience

  • PLATFORM: Launch redesigned global digital ecosystem with 99.9% uptime and 30% improved performance metrics by Q3
  • JOURNEY: Map and optimize top 5 client journeys reducing friction points by 40% and increasing conversion by 25%
  • MOBILE: Achieve 35% growth in mobile app daily active users with 4.8+ star rating across app stores
  • ANALYTICS: Implement unified cross-channel attribution model covering 100% of marketing touchpoints
PERSONALIZE

Deliver hyper-relevant experiences to every investor

  • ENGINE: Deploy AI-driven personalization engine reaching 85% of digital visitors with dynamic content
  • SEGMENTS: Create 50+ micro-segments with tailored messaging achieving 30% higher engagement rates
  • AUTOMATION: Implement marketing automation workflows for 75% of customer journeys, reducing manual efforts by 40%
  • TESTING: Conduct 100+ A/B tests achieving statistically significant improvements in 80% of campaigns
EDUCATE

Empower investors through financial literacy

  • CONTENT: Produce 250+ educational assets across formats with 40M+ total impressions and 12M+ engagements
  • ACADEMY: Launch BlackRock Investor Academy with 25+ courses and 100K+ enrolled students in first quarter
  • WEBINARS: Conduct 75 expert-led virtual events with 50K+ live attendees and 150K+ on-demand views
  • PARTNERSHIPS: Establish 10 strategic educational alliances reaching 5M+ new potential investors
LEAD ESG

Strengthen BlackRock's sustainable investing leadership

  • AWARENESS: Increase ESG thought leadership visibility by 40% with 15M+ impressions among key segments
  • TOOLS: Launch interactive sustainability assessment tool generating 50K+ investor reports in first quarter
  • CAMPAIGN: Execute global sustainability campaign achieving 65% message recall among target audiences
  • ENGAGEMENT: Drive 250K meaningful ESG-focused client interactions leading to $15B+ in ESG inflows
METRICS
  • Global brand preference index score: 78 (up from 71)
  • Marketing-influenced AUM growth: $450B
  • Marketing ROI: 6.2x (up from 4.8x)
VALUES
  • Client-first fiduciary mentality
  • Innovation as foundation for success
  • One BlackRock collaborative culture
  • Passion for performance excellence
  • Deep commitment to sustainability
BlackRock logo
Align the learnings

BlackRock Marketing Retrospective

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To build trust and preference for BlackRock's solutions among investors worldwide by becoming the world's leading investment manager and technology provider.

What Went Well

  • GROWTH: AUM increased 12% YoY to $10.5T exceeding industry averages
  • TECHNOLOGY: Aladdin platform revenue grew 18% YoY to $1.4B annually
  • SUSTAINABILITY: ESG-focused fund inflows surpassed $120B this quarter
  • BRANDING: Brand consideration metrics up 14% among HNW retail segment

Not So Well

  • DIGITAL: Direct-to-consumer platform engagement metrics below target
  • RETENTION: Client churn in mid-market segment increased by 3.2% YoY
  • ACQUISITION: Customer acquisition costs rose 8% above projected budget
  • AWARENESS: Brand visibility among Gen Z investors lagging competitors

Learnings

  • INTEGRATION: Cross-channel campaigns outperformed single-channel by 35%
  • CONTENT: Educational content drove 3x higher engagement than product ads
  • TARGETING: Hyper-personalized messaging increased conversion by 42%
  • TECHNOLOGY: AI-powered marketing campaigns showed 27% higher ROI

Action Items

  • DIGITAL: Accelerate mobile app experience redesign for younger investors
  • DATA: Implement unified customer data platform across all touchpoints
  • CONTENT: Expand thought leadership program targeting next-gen investors
  • TRAINING: Launch AI upskilling program for all marketing team members
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To build trust and preference for BlackRock's solutions among investors worldwide by becoming the world's leading investment manager and technology provider.

Strengths

  • DATA: Vast proprietary data assets for AI model development
  • TALENT: 100+ dedicated AI specialists across global tech centers
  • PLATFORM: Aladdin's infrastructure enables seamless AI integration
  • INVESTMENT: $1B+ annual technology and innovation budget
  • ADOPTION: Executive leadership commitment to AI transformation

Weaknesses

  • SILOS: Fragmented AI initiatives across marketing functions
  • SKILLS: Marketing team AI literacy gaps limit adoption
  • GOVERNANCE: Inconsistent AI ethics guidelines for marketing
  • INTEGRATION: Legacy marketing systems hinder AI implementation
  • MEASUREMENT: Inadequate frameworks to evaluate AI marketing ROI

Opportunities

  • PERSONALIZATION: AI-driven micro-segmentation at individual level
  • CREATIVE: Generative AI for localized content at scale
  • ANALYTICS: Predictive modeling for campaign optimization
  • AUTOMATION: 40% efficiency gains in marketing operations
  • EXPERIENCE: Conversational AI for enhanced client interactions

Threats

  • REGULATION: Evolving global AI governance affecting marketing use
  • COMPETITION: Fintech disruptors' AI-native marketing capabilities
  • PRIVACY: Changing consumer attitudes toward AI-driven targeting
  • TALENT: War for AI marketing specialists intensifying
  • TECHNOLOGY: Rapid AI innovation cycles demanding constant upskilling

Key Priorities

  • UNIFICATION: Create unified AI strategy across marketing functions
  • UPSKILLING: Implement comprehensive AI literacy program
  • PERSONALIZATION: Deploy next-gen client segmentation platform
  • GOVERNANCE: Establish ethical AI guidelines for marketing