National Bank of Canada Long-Form Case Study 12-13-13
Published on: Mar 3, 2016
Transcripts - National Bank of Canada Long-Form Case Study 12-13-13
“Sales Navigator has a direct impact on sales
of financial products. The ROI on the meetings
we’ve obtained by using LinkedIn and the
educational curriculum is 400%”
Senior VP of Intermediary Business Solutions
National Bank of Canada
The ability for a wholesaler to differentiate from another
is challenging, especially when pre-existing relationships
with investment advisors have already been established.
Barriers to entry are high as Investment Advisors only do
business with 2 or 3 wholesalers.
NBC leveraged LinkedIn Sales Navigator in combination
with a curriculum developed by Servo Annex (executive
education ﬁrm) to position their Wholesalers as
thought-leaders and reach new Investment Advisors with
training on increasing business results through LinkedIn.
LinkedIn has world’s richest insight into professional
relationships and social data. With more than 200 million
members representing companies in more than 200
countries and territories, LinkedIn is the world’s largest
professional network on the Internet. These professionals
are adding information to their proﬁles, sharing insights,
and building their networks every day on LinkedIn.
Clear increases in sales for NBC Wholesalers and elevated
social media proﬁles for Investment Advisors who received
In combination with the educational curriculum, the
results from this digital initiative exceeded expectations
by generating over 400% return on investment to NBC
within the ﬁrst 10 months.
Over 3 months NBC wholesalers held more than 250
meetings with over 500 investment advisors where
training was provided on how LinkedIn could be used
within the ﬁnancial services industry.
By strategically leveraging digital and social media
through platforms such as LinkedIn, NBC has positioned
itself as an innovative leader in the ﬁnancial services
industry and positioned NBC wholesalers as
Canadian Financial Industry Overview
and Social Media Landscape
The market for wealth management within Canada is
consolidating and traditional means of marketing and sales
are no longer as effective as they once were. The world and
consumers have gone digital but many Canadian ﬁnancial
services ﬁrms’ business models don’t embrace this new
reality in a rapid manner.
It is a highly regulated industry that is hyper-competitive in
generating new clients and talent. Security, privacy and
compliance concerns slow the adoption of new technologies.
Financial advisors needed more digitally savvy mentors and
thought leaders to guide their thinking in realizing more
growth by prospecting and engaging clients responsibly
using social media tools like LinkedIn.
The Opportunity for NBC
NBC saw an opportunity to leverage social media to
accomplish the following goals:
1. Position NBC to attract and effectively prospect and service
new investment advisors’ for their wholesalers.
2. Differentiate NBC wholesalers within a hyper-competitive
3. Showcase knowledge expertise and provide value to NBC
clients in an innovative manner.
National Bank of
Canada Grows Net
Sales With LinkedIn
National Bank of Canada Case Study
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The LinkedIn Curriculum
In order to position the NBC wholesalers as thought leaders
and get them in front of target prospects, the wholesalers were
trained and had a curriculum within compliance guidelines
created by Servo Annex to teach wealth managers and
investment advisors across Canada how to leverage LinkedIn
to increase business results for their practices and ﬁrms.
Demystify pre-conceived notions about “Social Media” as a
time-waster, productivity-killer, security and privacy risk
Show some of the largest wealth managers and investment
advisors across Canada that leveraging LinkedIn Sales
Navigator can drive quantiﬁable business results for
themselves and their ﬁrms.
Show that by leveraging LinkedIn Sales Navigator, wealth
managers and investment advisors can be on the “leading
edge” and not the “bleeding edge” in a highly regulated
Enable NBC wholesalers to more easily ﬁnd and engage new
Leveraging this LinkedIn curriculum, NBC wholesalers had an
opportunity to develop close relationships with the advisors
and offer them the NBC products that best suited their needs.
Proven Results at NBC by leveraging Social
Media and LinkedIn Sales Navigator
LinkedIn provides unparalleled prospecting capabilities,
allowing sales professionals to discover decision-makers and
inﬂuencers quickly and easily. Moreover, reaching those buyers
is easier, because LinkedIn Sales Navigator surfaces insights
and uncovers hidden connections to facilitate warm
Social Selling Works for Financial Services*
LinkedIn Sales Navigator Works
Sales reps using LinkedIn Sales Navigator are 5.2x more
successful than their peers***
Top Performers at NBC using Sales Navigator:
Do 4.3x more searches for prospects than their peers
View 2.1x as many pages as their peers
Are connected to 2.0x as many people as their peers
Summary of Results
National Bank of Canada went through a digital business
transformation working with Servo Annex as they were
exposed to LinkedIn to drive business results.
This transformation required legal and compliance team
onboarding within NBC and National Bank Financial to ensure
alignment with the Canadian regulatory environment.
NBC wholesalers now have a curriculum, engagement and
support from senior leadership, and alignment with legal and
compliance teams, that provide a strategic differentiator.
NBC identiﬁed an opportunity to embrace the right social
media platform and proactively train its advisors. This has
proven to be a successful course of action where NBC has
taken the lead in the social media space. Moreover, NBC
wholesalers have become unquestionable experts in the ﬁeld
as the data shows NBC advisors who received the training
saw on average a 20% increase in SSI and 33% increase in
connections, making it clear NBC wholesalers had an impact
and are highly sought after to provide training on Social
Selling and LinkedIn."
*Cognet Research online survey among 608 respondents in the U.S. and Canada at least
$100,000 in investable assets, ﬁelded March 2012.
**FTI Consulting and LinkedIn 2012 Study
***Data is from April 2013. Data is for 14 of 17 sales reps that were provided that could be
matched. Growth in Monthly Net Sales is calculated as average sales from July 2012 to
November 2012 vs. average sales from December 2012 to April 2013
Sales reps not on LinkedIn
Sales reps w/ LinkedIn
Average growth in Monthly Net Sales after
activating LinkedIn Sales Navigator
afﬂuent investors use social media to
research ﬁnancial decisions*
9 in 10
ﬁnancial advisors who use social
networks for business turn to LinkedIn**