Transforming Lead Management & Nurture Campaigns to Drive $1.1B in RIA Opportunities for Charles Schwab

The Challenge

Charles Schwab Advisor Services sought to increase the acquisition of Registered Investment Advisor (RIA) clients but faced challenges with outdated batch-and-blast email marketing tactics that lacked personalization and engagement. The Sales team needed more qualified leads, but the existing lead management process was inefficient and lacked sophistication, making it difficult to track and nurture high-value prospects. Additionally, Schwab recognized an untapped opportunity to improve alignment between Marketing and Sales, ensuring that marketing efforts translated into real business impact through a structured, data-driven lead management framework.

The Solution

As Charles Schwab Advisor Services sought to modernize its RIA client acquisition strategy, the company evaluated several approaches, including internal process enhancements, third-party marketing automation solutions, and external consulting partners. After careful consideration, Schwab selected The Pedowitz Group (TPG) due to our expertise in revenue marketing transformation, lead lifecycle optimization, and multi-channel nurture campaigns. The ability to provide both strategic guidance and hands-on execution made TPG the ideal choice for their needs.

To drive success, TPG implemented a structured, data-driven approach that included:

• Lead Management Optimization – Designed a comprehensive lead management framework, including scoring, routing, SLAs, and real-time performance tracking.
• Omni-Channel Nurture Campaigns – Developed and launched an 8-month RIA Managed Asset Switch nurture campaign, transitioning from batch-and-blast emails to personalized, multi-touch engagement strategies.
• System Optimization & Data Analysis – Conducted a deep data analysis of 800 target RIAs, refining segmentation and campaign personalization to improve targeting accuracy.
• Sales & Marketing Alignment – Led cross-functional lead management training to ensure adoption and compliance, improving team collaboration.

Through this partnership, Schwab transformed from a traditional marketing organization into a data-driven, digital-first operation, significantly enhancing lead conversion rates and overall pipeline value.

“We went from a traditional marketing organization to a digital marketing team running an incredibly successful nine-touch nurture campaign. The immediate result was $1.1 billion in asset value contributed to the sales pipeline and help closing deals representing more than $100 million of net new assets for Schwab.”

— Paige Lubway, Sr. Manager Demand Generation, Charles Schwab

The Results

By partnering with The Pedowitz Group, Charles Schwab successfully modernized its lead management and nurture strategy, leading to substantial business impact and measurable revenue growth:

• $1.1 billion in RIA opportunities generated, significantly expanding Schwab’s high-value pipeline.
• $120 million in closed-won deals within the campaign's first three months.
• 800 high-value RIAs identified and engaged, improving lead targeting and conversion potential.
• Lead management framework scaled to two additional business units, demonstrating repeatable success and long-term scalability.

Schwab transformed its marketing function into a predictable, revenue-generating engine by shifting from batch-and-blast tactics to an advanced, omnichannel lead nurturing strategy. This initiative drove immediate financial results and established a scalable framework for sustained growth and expansion.