What makes an ETF marketing story effective across product teams, sales, distribution, and financial advisors?
In Part 1 of this two-part episode of The B.L.I.S.S. ETF Marketing Podcast: Going Beyond the Ticker, host Mike Liwski welcomes MacKenzie Gilmore, Founder of Gilmore Grange Marketing, to explore why ETF marketing alignment must start before a product launches.
A strong investment strategy may not be enough if the people communicating it cannot explain its relevance to the intended audience.
MacKenzie draws on her experience as a financial advisor, wholesaler, and marketing professional to explain how ETF issuers can bring their teams together, develop a consistent investment narrative, and adapt that story to different audiences without sacrificing accuracy or authenticity.
IN THIS EPISODE, YOU'LL LEARN:
• Why product, sales, and marketing teams need to participate in the ETF development conversation early.
• The three foundational questions behind effective ETF messaging.
• How to distinguish a product's investment features from its practical relevance to advisors and investors.
• Why listening, empathy, and audience understanding are essential leadership skills for investment marketers.
ONE IMPORTANT TAKEAWAY
Before asking how to market an ETF, ask what problem it solves, for whom, and why that solution matters.
COMING IN PART 2
Mike and MacKenzie examine what happens when the ETF story moves from marketing into sales and distribution, including a practical clinic on communicating one investment story to different stakeholders.
The B.L.I.S.S. ETF Marketing Podcast: Going Beyond the Ticker explores purpose-led ETF marketing, distribution, investor trust, and human-centered growth.
Brought to you by Zero Company Performance Marketing.
This episode is for educational and marketing discussion purposes only and does not constitute investment advice.
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