Creating Impactful Narratives: Franklin Templeton's Storytelling Strategy with Jennifer Ball

Jan 21, 2025

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At its root, marketing is about storytelling. As markets shift and client needs evolve, Franklin Templeton creates narratives that remain relevant and align with the firm's core mission. Listening to the market, using technology like AI, and collaborating across teams allows the company to maintain its relevance while staying true to its core values.

In this episode, Jack Sharry talks with Jennifer Ball, Chief Marketing Officer at Franklin Templeton. Jennifer is responsible for developing and implementing a global B2B marketing strategy, driving change, and defining positioning and messaging. She is also accountable for client experience across Franklin Templeton's US retail, private wealth, retirement, insurance, and institutional businesses. Jennifer is passionate about insight-driven marketing through analytics and powerful content marketing.

Jennifer talks about how Franklin Templeton creates and delivers narratives across the globe. She shares how the company uses advanced listening tools, social media, and AI to personalize messaging. Jennifer also highlights the importance of aligning internal voices, tailoring messages to diverse markets, and promoting collaboration in crafting cohesive and impactful narratives.

In this episode:

[02:05] - Franklin Templeton's acquisitions and strategic direction
[03:36] - The challenge of positioning and messaging for global audiences
[06:41] - Franklin Templeton's take on narrative economics
[13:26] - Launching new narratives and using social media
[16:22] - Franklin Templeton's social media strategy
[19:25] - Franklin Templeton's process for developing narratives
[22:59] - Jennifer's key takeaways
[24:30] - Jennifer's interests outside of work

Quotes

[11:32] - "As things change with your clients and the market, you can evolve your narratives to make sure they stay relevant and still support your overall mission and ambition for the company." ~ Jennifer Ball

[19:27] - "The whole process of listening to our internal employees, our clients, and our competition is absolutely the foundation of our work and what felt true to us in terms of where we're trying to go." ~ Jennifer Ball

[23:31] - "We all have to figure out how to use AI to transform our business. We're at an inflection point right now, and AI can play a huge role in personalizing storytelling." ~ Jennifer Ball

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Franklin Templeton has been a client of SEI LifeYield since 2014.