3-Week Pilot · Novem Group
Mackenzi Springer — Advisor Lead Gen Pilot
Co-branded microsite + retirement assessment funnel · RIA Command Center Live
What we built
Each advisor gets a personal marketing microsite (advisor brand + Novem co-brand) with a built-in free retirement assessment that captures qualified leads, delivers an instant personalized snapshot to the prospect, and routes contact info + scoring to a live dashboard.
MicrositeBrand, bio, resources, booking
Assessment funnel4-step quiz → instant results
Lead dashboardHot/Warm/Cold scoring + source tracking
Marketing ROIFunnel analytics, spend, export report
Live links
Microsite
https://ria-platform-pink.vercel.app/s/mackenzi-springer
Email signature link (paste in Outlook / Gmail)
https://ria-platform-pink.vercel.app/s/mackenzi-springer/assessment?utm_source=email&utm_medium=signature&utm_campaign=retirement
LinkedIn bio link
https://ria-platform-pink.vercel.app/s/mackenzi-springer/assessment?utm_source=linkedin&utm_medium=bio&utm_campaign=retirement
Dashboards (Mackenzi + ops)
https://ria-platform-pink.vercel.app/dashboard/leads · https://ria-platform-pink.vercel.app/dashboard/marketing
Week 1 — copy for email signature
Free Retirement Assessment → https://ria-platform-pink.vercel.app/s/mackenzi-springer/assessment?utm_source=email&utm_medium=signature&utm_campaign=retirement
3-week pilot plan
| Week | Focus | Actions | Target |
|---|
| 1 | Launch | Email signature link, LinkedIn bio, 5–10 shares | 3–5 leads |
| 2 | Test paid | $200–500 LinkedIn/Meta → assessment page | Know cost/lead |
| 3 | Prove ROI | Export report, review sources, pitch scale | 10+ leads total |
Success metrics
- Leads — quiz submissions with contact info
- Hot leads — $1M+ net worth or high urgency score
- Booked calls — clicked schedule after assessment
- Cost per lead — ad spend ÷ leads (logged in dashboard)
- Best source — email vs LinkedIn vs paid (UTM tracking)
Mackenzi’s role
- Add assessment link to email signature and LinkedIn bio (week 1)
- Contact new leads within 24 hours
- Log booked meetings from assessment follow-ups
Novem / firm role
- Approve pilot and optional $200–500 ad test budget (week 2)
- Review weekly ROI export from Marketing dashboard
- Decision at week 3: roll out to additional advisors via template clone
Scale pitch (if pilot succeeds)
Firm funds marketing per advisor. Each RIA gets a cloned microsite + funnel in ~10 minutes. Firm rollup shows leads, spend, and ROI across all advisors. Compliance-ready copy and consent on every submission.