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Stonex Group Marketing

To connect clients to global markets through institutional-grade platforms and expertise by becoming the leading financial services platform globally

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To connect clients to global markets through institutional-grade platforms and expertise by becoming the leading financial services platform globally

Strengths

  • DIVERSIFICATION: Strong product diversity across markets and asset classes
  • GLOBAL: Extensive international presence in over 40 countries
  • EXPERTISE: Deep institutional knowledge in specialized market segments
  • TECHNOLOGY: Proprietary trading and risk management platforms
  • RESILIENCE: Proven ability to perform across market conditions

Weaknesses

  • BRAND: Limited brand recognition compared to larger financial firms
  • SEGMENTATION: Inconsistent messaging across diverse client segments
  • DIGITAL: Underdeveloped digital marketing capabilities and analytics
  • INTEGRATION: Post-acquisition marketing integration challenges
  • CONTENT: Insufficient thought leadership content strategy

Opportunities

  • DIGITAL: Accelerate digital transformation of client acquisition funnels
  • EMERGING: Expand presence in high-growth emerging markets
  • ESG: Capitalize on growing demand for ESG investment solutions
  • PERSONALIZATION: Implement data-driven marketing personalization
  • FINTECH: Strategic partnerships with complementary fintech firms

Threats

  • COMPETITION: Increasing competition from larger financial institutions
  • REGULATION: Evolving global regulatory requirements across markets
  • VOLATILITY: Market uncertainty impacting client trading activity
  • CYBERSECURITY: Growing cybersecurity threats affecting client trust
  • TALENT: Difficulty attracting top marketing talent in key regions

Key Priorities

  • DIGITAL: Accelerate digital marketing transformation across channels
  • BRAND: Develop unified global brand positioning and awareness strategy
  • DATA: Implement advanced analytics for marketing personalization
  • CONTENT: Create robust thought leadership program across segments
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To connect clients to global markets through institutional-grade platforms and expertise by becoming the leading financial services platform globally

DIGITAL DOMINANCE

Transform digital marketing for superior client engagement

  • PLATFORM: Launch unified digital marketing platform integrating all channels with 100% data visibility by Q3
  • CONVERSION: Increase digital channel conversion rates by 25% through optimized funnel management
  • AUTOMATION: Implement marketing automation across 85% of client journeys reducing manual processes by 40%
  • ANALYTICS: Deploy advanced attribution model measuring cross-channel impact with 90% accuracy
BRAND ELEVATION

Establish unified global brand with segment resonance

  • POSITIONING: Develop and launch refreshed brand positioning with 90% team adoption across regions
  • AWARENESS: Increase unaided brand awareness by 15 percentage points in key markets through targeted campaigns
  • PERCEPTION: Improve brand attribute scores for 'expertise' and 'innovation' by 20% via thought leadership
  • CONSISTENCY: Implement brand governance system with 95% compliance across all marketing materials
DATA MASTERY

Harness data for personalized client experiences

  • INTEGRATION: Unify client data across 100% of touchpoints creating single customer view for all segments
  • PERSONALIZATION: Deploy AI-driven personalization engine reaching 75% of client communications
  • SEGMENTATION: Implement dynamic micro-segmentation model increasing relevance scores by 35%
  • INSIGHTS: Deliver real-time marketing dashboards with predictive capabilities to 100% of marketing teams
CONTENT LEADERSHIP

Establish thought leadership across all client segments

  • STRATEGY: Develop comprehensive content strategy aligned to 100% of buyer journeys and client segments
  • PRODUCTION: Increase thought leadership content production by 200% across all formats and channels
  • ENGAGEMENT: Grow content engagement metrics by 40% through optimization and distribution excellence
  • CONVERSION: Attribute 25% of new qualified leads directly to thought leadership content engagement
METRICS
  • Cross-selling ratio: 3.5 products per client
  • Marketing-influenced revenue growth: 18% YoY
  • Client acquisition cost reduction: 15% across segments
VALUES
  • Client-Centric Approach
  • Operational Excellence
  • Market Expertise
  • Innovation-Driven Growth
  • Global Perspective
Stonex Group logo
Align the learnings

Stonex Group Marketing Retrospective

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To connect clients to global markets through institutional-grade platforms and expertise by becoming the leading financial services platform globally

What Went Well

  • REVENUE: Operating revenues increased 15% YoY across all segments
  • ACQUISITION: Successful integration of GAIN Capital boosted retail segment
  • DIVERSIFICATION: Product mix expansion reduced revenue volatility significantly
  • DIGITAL: Initial digital transformation efforts yielded 22% channel growth
  • RETENTION: Client retention rate improved to 84% across all segments

Not So Well

  • EFFICIENCY: Marketing cost per acquisition increased 14% over prior quarter
  • AWARENESS: Brand recognition metrics remained flat despite increased spend
  • CONVERSION: Digital channel conversion rates underperformed by 8% vs target
  • ATTRIBUTION: Marketing attribution models lacked cross-channel insights
  • CONSISTENCY: Messaging inconsistency across regions created market confusion

Learnings

  • INTEGRATION: Post-acquisition brand integration requires dedicated roadmap
  • CHANNELS: Digital channel mix optimization critical for cost efficiency
  • MEASUREMENT: Enhanced marketing analytics framework needed for attribution
  • SEGMENTS: Tailored messaging by client segment delivers superior results
  • COORDINATION: Global/regional marketing coordination essential for success

Action Items

  • DATA: Implement unified marketing data platform across all business units
  • BRAND: Develop comprehensive brand strategy with segment-specific messaging
  • DIGITAL: Accelerate digital marketing transformation with COE approach
  • TALENT: Reorganize marketing team structure to align with client segments
  • CONTENT: Create global content strategy with localized execution framework
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To connect clients to global markets through institutional-grade platforms and expertise by becoming the leading financial services platform globally

Strengths

  • DATA: Extensive client transaction data for AI-driven insights
  • ANALYTICS: Established data science capabilities in trading systems
  • AUTOMATION: Successful early implementation of marketing automation
  • LEADERSHIP: Executive buy-in for AI marketing transformation
  • INTEGRATION: Ability to integrate AI across multiple platforms

Weaknesses

  • SILOS: Fragmented data architecture limiting AI implementation
  • TALENT: Limited specialized AI/ML expertise in marketing team
  • LEGACY: Outdated systems hindering advanced AI deployment
  • ADOPTION: Uneven AI tool adoption across global marketing teams
  • COMPLIANCE: Regulatory concerns slowing AI marketing initiatives

Opportunities

  • PERSONALIZATION: AI-powered hyper-personalization at scale
  • PREDICTIVE: Predictive analytics for client acquisition/retention
  • OPTIMIZATION: AI content optimization across marketing channels
  • AUTOMATION: End-to-end marketing workflow automation
  • INSIGHTS: Real-time market sentiment analysis for messaging

Threats

  • COMPETITORS: Faster AI adoption by tech-forward competitors
  • PRIVACY: Evolving data privacy regulations limiting AI capabilities
  • EXPECTATIONS: Rising client expectations for personalized experience
  • DISRUPTION: Potential fintech disruptors with AI-native platforms
  • COST: Significant investment required for comprehensive AI strategy

Key Priorities

  • PLATFORM: Build unified AI marketing platform integrating all data
  • TALENT: Recruit specialized AI marketing talent and upskill teams
  • PERSONALIZATION: Deploy AI-driven client journey personalization
  • ANALYTICS: Implement predictive client acquisition/retention models