Seminar Marketing for Financial Advisor Success | Candace Byrnes from White Glove

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us on pathmonk.com. Welcome to today’s episode. Let’s give a welcome to Candace from White Glove, lead design strategist there with them. How you doing today, Candace?

Candace Byrnes: I’m great. How are you?

Ernesto: I’m doing great. Great. Thank you so much for asking. It’s great to have you on with us today and, well, I’m sure, Candace, our listeners are tuning in, wondering what White Glove is all about. So, let’s kick it off with that. In your own words, tell us a little bit more.

Candace: Yeah, I think that the easiest way to give, like, just the most human approach of a pitch for White Glove would be that we do seminar marketing for financial advisors. Basically, we are the whole team behind the event planning. We get all the people to show up for educational events that the advisor would then walk into the room, and all they have to do is present. The goal is for the people watching them to trust the advisor and, ideally, become new clients.

Ernesto: Definitely. I mean, it’s a huge role, right? Because, like you mentioned, it’s the setup, right? And if the setup is nice, the guests are there, and everything’s running smoothly, they’re more relaxed and willing to see what it’s all about. So awesome to hear that from you guys at White Glove. Based on that, what would you say are the key problems that you like to solve for clients?

Candace: Yeah, so we work within the financial advisor industry. I’ve gone to conferences within that industry, and interacting with these men and women, I see they have so much on their plate. When you add marketing or even just one financial workshop, it’s overwhelming. There’s so much: venue planning, outreach, creating social promos, email campaigns, and more. Even creating the presentation and choosing a topic are huge tasks. White Glove takes all of that off their hands. They can focus on their day-to-day tasks without being stripped away from their role as advisors. We wear the marketing hat for them because many operate like small business owners. Whether or not they have support from their company, they still need to find clients. We eliminate the trial and error for them. We’ve already figured out what works, so we make each event a success.

Ernesto: Definitely. Great to hear that. And you were talking about financial advisors as your ideal ICP. Is that 100% your focus, or is there another type of vertical you might explore in the future?

Candace: I know that in the past—this was before my time—we worked with real estate agents. But honestly, in the year and a half I’ve been here, we’ve focused entirely on the financial industry. Sometimes, when you have a solid niche, diversifying can dilute your focus. We’ve found a great space here and have become a well-known name. So, it’s very much a “stick to what you know” mentality.

Ernesto: So say I’m a financial advisor. How would I typically find out about White Glove? Is there a top client acquisition channel for you?

Candace: A lot of our awareness and reach comes from attending conferences. We do sponsorships at industry events, have booths, and make ourselves known in person. We also have a strong presence on social media, and we produce our own podcast. Our amazing sales team works on referrals from financial advisors we already serve. So, surprisingly, much of our reach comes from word of mouth and in-person connections.

Ernesto: Definitely. Okay, awesome to hear that. So our listeners can check you out at whiteglove.com. What role does your website play in client acquisition?

Candace: Honestly, right now, our website is in a bit of a transition because we’re rebranding—something that could be its own episode! For now, the site is used to funnel people into specific areas, like landing pages for webinars or connecting them with our sales team.

Ernesto: All right. Let’s switch gears a little, Candace, and talk about you as a leader. What are some key tasks you like to focus on in your day-to-day work?

Candace: I came in as a floater on our B2B marketing team, but I’ve really shaped my role into something I love. I’m a creative at heart, so I spend my time editing videos, working on our podcast, and strategizing with the sales team. It’s a mix of design, editing, and collaboration. We have the means to create new sales enablement materials if needed, which keeps things fresh.

Ernesto: Sounds like you have a full plate! Between all that, how do you stay up to date with marketing trends and strategies?

Candace: I love LinkedIn. It’s not just for networking; it’s a great space to see what others in marketing—and specifically financial marketing—are doing. I also think it’s important to follow competitors. You learn so much by observing, not to copy but to inspire new ideas and stay ahead.

Ernesto: Great to hear that. Let’s jump into our next section: the rapid-fire question round. Are you ready?

Candace: Let’s go!

Ernesto: Perfect. If there were no boundaries in technology, what’s one thing you’d fix for your role as a marketer today?

Candace: I’d love a way to eliminate the restrictions around email health—no more worrying about words or phrasing that get flagged as spam. It would make life so much easier when sending genuinely valuable messages.

Ernesto: Lastly, what’s one piece of advice you’d give yourself if you were restarting your journey as a marketer?

Candace: I’d tell myself to always look at what others are doing. You don’t have to reinvent the wheel. Staying aware of industry trends and competitors is key to staying relevant and innovative.

Ernesto: Great advice! Thank you so much for that, Candace. Before we end, if someone forgets everything else from today, what’s the one thing they should remember about White Glove?

Candace: Human connection is everything. Seminar marketing allows advisors to build that trust face-to-face. There’s no replacement for putting yourself out there and showing who you really are.

Ernesto: Perfect. Listeners, check them out at whiteglove.com. Candace, thank you so much for being on with us today. And to our listeners, thanks for tuning in. I’m looking forward to our next episode of Pathmonk Presents. Thanks a lot, Candace.

Candace: Thank you!