Marketing Matchup: Growing With Time, Discipline, and Momentum

Fifteen years of meticulous platform building – or a blank slate and a fresh start.

Alli Warner, CMO of Beacon Pointe Advisors, and Michael Mignosi, Director of Organic Growth at Perigon Wealth, come to their work from very different perspectives. Warner has fine tuned Beacon Pointe’s marketing into a high-impact function supporting $45 billion in AUM and 60+ offices. Mignosi is in the early days of accelerating Perigon’s growth engine.

Naturally, we couldn’t wait to get them to compare notes.

The latest episode of Marketing Matchup features a deep dive between Warner and Mignosi on building a modern, human-centered marketing system inside of an RIA. The first lesson they shared is that it takes time and trust to build a full head of steam.

Before Beacon Pointe had a tech stack, Warner had a spreadsheet. She and her team laid the foundation for CRM, content, and advisor communications that could grow 10x, even if the original work was manual. But it didn’t pay off right away.

“It took about two and a half years to see results,” she said. “I see so much marketing ADD that people don’t stick to something long enough to actually see the fruition of their efforts.”

Mignosi, just months into his role, is thinking similarly. His first job was to define what success even looks like. That meant identifying what a conversion actually is, so he could reverse-engineer the journey and map marketing activity to business outcomes.

Digital is non-negotiable—but empathy is what makes it work

Both marketers agree: digital tools are where the game starts. But they aren’t the game itself.

At Beacon Pointe, Warner’s team manages over 250 personalized LinkedIn profiles, each one tailored to the local advisor, their audience, and their voice. “It’s not plug-and-play,” she said. “It’s customized and localized. That’s what makes it feel authentic.”

At Perigon, Mignosi is building tools to let prospects choose to engage through text, email, social media, or something else entirely. His goal is to make it easier for clients to connect without overwhelming advisors. “We’re trying to help advisors be better salespeople by being just better people,” he said. “You have to meet people where they are, technically and emotionally.”

Warner and Mignosi’s study of marketing through a human lens led them to a few book recommendations for aspiring CMOs. Made to Stick and Permission to Feel came up as valuable touchstones to understand the emotional connection to a modern marketing campaign. “Money is personal and money is emotional,” Warner said. “At the end of the day, the relationship with the advisor is what moves the needle.”

Warner described a decades-old campaign case study that still sticks with her: A highway sign read “Construction zone: slow down” and didn’t change behavior. But when it changed to “Please slow down, my daddy works here,” drivers hit the brakes. Same message. Different framing. Completely different impact.

Watch the full conversation below, or download the latest episode of Marketing Matchup on your podcast platform of choice.