🌪️ Try This Funnel in Q3

Hey, it’s Brooks. Welcome to Mondays with Money Marketers, where Wall Street meets Madison Avenue.

As a quick reminder: We’re an email marketing agency for financial service firms. We use email to drive leads, increase conversion rates, reduce churn, and boost your bottom line.

We taught ourselves how to do everything above by growing our own newsletter, The Street Sheet, from 5,000 subscribers to 130,000 subscribers (and counting).

We then took what we learned and started helping companies like J.P. Morgan, SoFi, Empower, Benzinga, and more with their email and content marketing.

Every Monday, we share tips and tricks we’ve learned that you can implement yourself.

Before we dive in, here's a link to my calendar if you'd like to discuss how we can help you generate more business.

In today’s edition:

First time reading? Sign up here

LINKS WORTH A LOOK

💱 Fintech

💼 Wealth Management

🤔 Street Sheet Features

DEEP DIVE

You know your ideal clients are out there...

The challenge is capturing attention, earning trust, and moving qualified prospects toward a conversation.

Whether you're running a fund, a registered investment advisory (RIA) firm, or a fintech company, building a scalable lead generation system is critical to long-term growth.

The problem is that most firms rely on fragmented tactics: a few social posts here, a paid ad there, maybe a landing page or two. What’s missing is a clear, structured framework that connects the dots from awareness to action.

Here’s a smarter approach that financial firms can use to generate consistent leads, convert those leads into conversations, and build long-term trust with potential clients.

Everything starts with giving away something valuable for free.

The best lead generation systems begin with a single piece of high-quality, gated content, a whitepaper, guide, or market outlook that speaks directly to your ideal client.

This content should solve a problem, address a key question, or present a compelling opportunity that your audience cares about.

A fund might offer a report titled:

How High Net Worth Investors Are Positioning for Market Shifts in 2025

An RIA could publish something like:

Tax Strategies for Retiring Business Owners

This content lives behind a simple email capture form. You provide value up front, and in return, you gain a warm lead who has already expressed interest in what you do.

After someone downloads your content, the goal is to build trust over time. This is where an email nurture sequence comes in: a series of emails designed to educate, engage, and guide the lead toward taking action.

It’s okay to subtly ask to “hop on a call” right off the bat. Shooters shoot. But if they don’t commit to a call immediately then a strong nurture sequence might include:

We think that monthly webinars will be increasingly more important in the age of AI. Prospects need to see your face and hear your voice. It’ll help you cut through the oncoming onslaught of robots and AI slop. (More below)

Think of this as a conversation that happens over 8 to 10 weeks. It’s not about hard selling. It’s about staying top-of-mind and positioning your firm as the go-to solution when the time is right.

With your content and nurture sequence in place, it’s time to turn on the faucet.

Paid ads on platforms like Meta (Facebook and Instagram) or LinkedIn can be used to drive traffic to your gated content.

What makes this strategy effective is the offer. You’re not asking someone to sign up for a call out of nowhere. You’re offering them value in the form of a relevant report or insight. That makes the ad feel helpful, not pushy.

Once someone opts in, they enter your nurture sequence and begin moving through your funnel.

Not all leads are created equal. Some are ready for a conversation now. Others need more time or information.

This is where lead enrichment comes in. By layering in additional data like name, zip code, estimated income or net worth, age range, or job title, you can segment and prioritize leads more effectively.

Enriched data makes it easier to:

You can and should think about collecting this first-party data with a brief onboarding survey right after someone gives you their email.

There are also tools that can help automate this step. If you’re curious, reach out.

Live sessions can be a powerful trust-building tool. After a few weeks of nurturing, invite your audience to a webinar hosted by your CIO, advisor, or leadership team. This gives potential clients a chance to hear directly from you, ask questions, and engage more deeply with your firm.

Popular webinar formats include:

Webinars also create great repurposing opportunities. You can turn them into blog posts, video clips, or follow-up emails that extend their value even further.

This five-step framework brings clarity and structure to your marketing efforts, helping you attract, nurture, and convert the right clients with less guesswork.

To recap:

This approach works across verticals, from funds and RIAs to fintech companies and platforms. The key is consistency. Once the system is in place, you’ll start seeing stronger leads, better conversion rates, and a much clearer path from attention to action.

If you need help setting this up, hit the button below.

AD SPOTLIGHT: FLOSLEK