Three Crowns Mixtape: February 4, 2022
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Important financial industry news + marketing insights + good music.
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It’s Black History Month – and what better way to kick off your weekend than by reading all about Onyx’s partnership with Advisor Circle, which aims to bring more diversity to fintech conferences? We can’t wait to see Future Proof in action at the inaugural conference this September. Find out how to get your (free!) tickets below 👇
Plus, tips on how to make the most of your marketing strategy, and the inside scoop on those cookie banners (are they actually doing anything?).
Must-Read Financial Industry & Marketing Articles
Future Proof Partners with Onyx
The Onyx Advisor Network – co-founded by advisors Dasarte Yarnway and Emlen Miles-Mattingly – launched recently to support underrepresented advisors and give them a network where they can get the resources they need for success.
The team at Advisor Circle (who are behind two of our top 10 conferences for this year, including Future Proof) has now joined the Onyx mission to team up for the #RiseTogether campaign.
Here’s what #RiseTogether is all about: It’s a way for everyone to take action and make progress toward ensuring industry conferences avoid the “pale, male, and stale” demographics that are common to….well, honestly every event.
Anyone who registers for Future Proof will be given the opportunity to then extend a complimentary ticket to an underrepresented industry colleague.
Each attendee who does that then gets entered into a raffle to win a stay at the Hyatt Huntington Beach during Future Proof.
This is a single action that, taken by many people, hopefully achieves a groundswell effect and makes major progress toward improving diversity and inclusion at this event.
As Miles-Mattingly says in the linked article: “Change is on the way, and things are just going to be different from here on out.”
Turns out Cookie Banners Don’t Actually Do Anything
Remember all that hub-bub about the General Data Protection Regulation followed closely by the California Consumer Privacy Act? No? Just me?
Quick refresher: GDPR and CCPA were supposed to be the great reckoning for user privacy. Companies had to tell people who visited their website exactly how they were tracking them and how they used that information. It’s the reason you see a cookie banner on basically every website you visit.
Here we are four years later and what is the result of all this new protection? Literally nothing. According to a privacy advocate in this piece from the NYT, “No one reads cookie banners. They’ve become almost a useless exercise.”
Nowadays, you can hire companies that specialize in creating cookie banners specifically designed to optimize consent. Marketing can feel kind of icky sometimes, but that feels especially yuck.
The article tries to make the point that people would care about privacy if they really understood it, but I’m not buying it. If South Park couldn’t convince us to read the fine print, why would this be any different?
Like many things in the corporate world, having a cookie consent banner is more of a CYA move than something that actually makes any difference. Ultimately, the GDPR and CCPA give regulators legal footing to fine companies for not disclosing their tracking practices (see: Amazon’s record-breaking fine of $877 million). So really, it’s a good thing because at least someone is watching this stuff. It’s just not something most people care about on an ongoing basis.
In short, make sure you have a cookie banner. It may not actually help your users, but at least it will protect you from hefty fines in the end.
That’s the Way the Cookie Crumbles
How to Build a Complete Lead Generation Strategy
Love this practical guide that helps you build a complete strategy from the ground up. When zooming out to the big picture and building a strategy, it’s easy to forget that it needs to be connected to your business goals and KPIs.
Influence & Co. is here to remind us all that it’s not enough just to develop a lead generation strategy if you want to see real results – it needs to be a living document. Invite it into your sales and marketing meetings throughout the year, buy it a coffee, and don’t be afraid to give it a li’l makeover if you find it needs some updates.
Let Your Marketing Strategy Take the Lead
Here’s what we’ve been listening to this week.
Zach McDonald, President & CMO
“Love this jam.”
Johnny Sandquist, Founder & CEO
“Everybody needs some sparse singer songwriter songs in their life every now and then.”
Connor Brandt, Graphic Designer
“Found this song through The Real Zebos related artists. I wish I wrote that chorus.”
Delaney R, Digital Marketing Specialist
“I love everything about this song and band.”
Justine Young, Content Writer
“It must be so cool to be named Barnaby.”
Keep up with all of our picks of the week over time with the Three Crowns Mixtape on Spotify.
Click here to check it out and favorite it to add it to your collection.