intelliflo, Atlanta, Georgia, United States: Molly McClure

Company: intelliflo
Company Description: intelliflo widens access to financial advice through leading technology powering the financial advisory experience. Using open software architectures combined with unmatched industry experience, intelliflo helps simplify a complex digital landscape to help advisors compete and grow, supporting over 30,000 financial advisors worldwide.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Executive of the Year

Nomination Title: Molly McClure

Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated individual's achievements since January 1 2023, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.

N/A
If you are providing written answers to the questions for this category, you must answer this first question: Briefly describe the nominated individual: history and past performance (up to 200 words):

Total 172 words used.

Molly McClure, Head of US Marketing for intelliflo, the financial advice software division of Invesco, has led her team to remarkable achievements since mid-2022. Under her leadership, the team transformed a stagnant marketing function into an efficient lead-generating machine, preparing for a major platform launch in 2025. In March 2023, they launched intelliflo's first omnichannel marketing campaign, driving awareness and results for the intelliflo redblack solution. The US market saw a record-breaking 25% YoY revenue growth, with marketing playing a crucial role. By 2024, intelliflo became the leading US wealth management software brand in communication recall, showing a 13% increase from 2023. The team's efforts led to outstanding full-funnel results, outpacing B2B SaaS industry benchmarks. Molly's achievements have been recognized through several prestigious awards, including Women We Admire’s 2024 Top Women Leaders of San Antonio, nominee for the 2024 WealthManagement.com Digital Marketing Campaign of the Year, and Innovator of the Year at the 2023 US FinTech Awards. Her leadership has significantly contributed to intelliflo's growth in the competitive financial technology sector.
If you are providing written answers to the questions for this category, you must answer this second question: Outline the nominee's achievements since the beginning of 2023 that you wish to bring to the judges' attention (up to 250 words):

Total 240 words used.

Since 2023, Molly McClure, Head of US Marketing for intelliflo, has led her team to remarkable achievements:

1. Launched intelliflo's first omnichannel marketing campaign in March 2023, focusing on the intelliflo redblack solution. This campaign involved:

- 40+ hours of industry and market research

- Creation of 400+ assets and 30+ new content pieces

- Utilization of 15 channels, 12 of which were new to intelliflo

- Establishment of three third-party partnerships

2. Achieved record-breaking results:

- 25% YoY revenue growth in the US market

- Became the leading US wealth management software brand in communication recall, with a 13% increase from 2023

- Rose to second position for top-of-mind unprompted recall, up from 12th place in 2023

3. Outpaced B2B SaaS industry benchmarks in funnel conversions:

- Website visitor to lead conversion: 5.5% vs. 1.7% benchmark

- Marketing qualified lead to opened opportunity conversion: 62% vs. 42% benchmark

- Open opportunity to qualified opportunity conversion: 49% vs. 48% benchmark

- Marketing-driven closed deals represent ~67% of all YTD closed deals for the US business

4. Received industry recognition:

- Innovator of the Year nominee for the 2023 US FinTech Awards

- 2024 WealthManagement.com Digital Campaign of the Year nominee

- 2024 ThinkAdvisor Luminaries Awards nominee for Excellence in Marketing/PR

- 2024 San Antonio Top Female Business Leader

These achievements demonstrate Molly's exceptional leadership in transforming intelliflo's marketing function and driving significant growth in the US market.
If you are providing written answers to the questions for this category, you must answer this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):

Total 248 words used.

Molly McClure's achievements at intelliflo are significant for several reasons:

1. Rapid transformation: In just two years, Molly transformed a stagnant marketing function into an efficient lead-generating machine, preparing for a major platform launch in 2025. This quick turnaround is remarkable in the financial technology sector.

2. Innovative omnichannel campaign: The March 2023 campaign utilized 15 channels, 12 of which were new to intelliflo. This approach is more advanced than typical multi-channel campaigns in the industry.

3. Exceptional growth: The 25% YoY revenue growth in the US market is significant, especially in the competitive financial technology sector.

4. Brand recognition improvement: Becoming the leading US wealth management software brand in communication recall (13% increase from 2023) and rising from 12th to 2nd place in top-of-mind unprompted recall demonstrates exceptional brand strategy execution.

5. Outperforming industry benchmarks: intelliflo's funnel conversion rates significantly outpace B2B SaaS industry standards across all stages:

   - Website visitor to lead conversion: 5.5% vs. 1.7% benchmark

   - Marketing qualified lead to opened opportunity: 62% vs. 42% benchmark

   - Open opportunity to qualified opportunity: 49% vs. 48% benchmark

6. Marketing-driven sales: Marketing-driven closed won deals represent ~67% of all YTD closed deals, showcasing substantial impact on the business.

These achievements stand out. The funnel conversion rates far exceed industry benchmarks. The rapid rise in brand recognition surpasses typical growth rates. Accomplished in a short timeframe, these results demonstrate Molly's exceptional leadership and her team's ability to drive significant growth in a highly competitive market.
If you are providing written answers to the questions for this category, you must answer this fourth question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination. (up to 250 words):

Total 30 words used.

Additional documention on our omnichannel campaign and a recent article on LinkedIn about our Future Proof Festival transformation: Revolutionizing the Conference Experience: Our Journey at Future Proof Festival | LinkedIn

Attachments/Videos/Links:

Molly McClure
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