Convert New Clients:
The Prospect Toolkit
Ready-to-use campaigns that turn cold, warm, and hot leads into first meetings — and first meetings into clients. Pick a lead type below and go straight to what you need.
A differentiated invitation
Your prospect completes it before the meeting to gain personal insights, and arrive ready for a valuable conversation.
Copy-and-paste campaigns
Emails, ads, events, and landing-page language, organized by lead type — each with a matching video suggestion.
Pick a lead type → go
Open the section that matches your prospect. Read the strategy, follow the play, and open any sample to copy it.
Where do you want to go?
Every prospect is Cold, Warm, or Hot. Start with wherever most of your pipeline lives right now.
Cold
They don't know you yet. Spark curiosity — earn a first response.
Enter Cold →Warm
They know you but aren't ready. Deliver value first — earn the meeting.
Enter Warm →Hot
They've agreed to meet, but aren't convinced. Build trust — close it.
Enter Hot →How to Use This Toolkit
This toolkit covers prospects only — people who are not yet clients. Every prospect is one of three lead types, each with its own section and ready-to-use materials.
Cold
Doesn't know your firm yet. Spark curiosity — earn a first response.
Warm
Knows you, but isn't ready. Deliver value early — earn the meeting.
Hot
Agreed to meet, not convinced. Build trust — close the relationship.
Your Walkthrough Session
This toolkit is designed to be walked through together. Your Knomee customer success contact will schedule a 45-minute working session to:
- Pick your priority lead type and target list
- Choose channels and customize the sample copy
- Set up your landing page and tracking links
- Agree on success metrics
You'll leave with your first campaign ready to send.
What Your Prospect Experiences
Knomee is a 8-minute guided experience your prospects complete on their own, before they ever sit down with an advisor.
The prospect gets value
A personal summary of what's driving their decisions and their top 3 money questions.
Your firm gets a signal
A 0–100 Advisor Readiness Score that tells you who is ready to become a client right now.
Your advisor gets a toolkit
Conversation starters, words to use (and avoid), and answers to their top questions.
One Call to Action
Every campaign uses the same call to action — the 8-minute Knomee experience — never “book a meeting.” Keep it consistent across every channel and lead type, so prospects always know the next step.
The 5-Step Setup
Every campaign follows the same five setup steps. Work through them to prepare for your walkthrough session; your CS contact will help you complete each one.
Identify the list of prospects for this campaign (and which lead type they are).
Choose email, ads, events, direct mail, or a mix, using the channel guide.
Customize the sample copy with your firm name, advisor name, and voice.
Set up or link to your firm-branded Knomee landing page.
Sync Knomee to HubSpot / Redtail or use our APIs so completions and scores flow to advisors.
Organic growth — better prospects, closed faster
Knomee moves three numbers your firm already lives by. Track these as the headline, and capture where you are today so we can show the lift.
| The metric | What it means for your firm | Your baseline today |
|---|---|---|
| Conversion rate | More prospects become clients | ___ % |
| Time to first meeting | How fast we get in the room | ___ days |
| Meetings to close | Fewer touches to win — number of meetings to conversion | ___ meetings |
The full baseline set — every metric, with where to find each — lives in the Appendix. Nothing is dropped; it's still tracked, just not the headline.
Cold
They don't know you yet. Offer helpful insight in return for 8 minutes of curiosity.
- Who this is
- Purchased prospect lists, paid marketing, employer or workplace partnerships, community or association partnerships
- They're thinking
- “I don't know this advisor.”
- Your goal
- Generate awareness. Earn a first response. Convert an unknown name into a self-identified warm prospect.
- The one rule
- Every cold touchpoint routes to one low-friction action — completing Knomee.
Lead with curiosity, not a pitch.
📧 EmailRoute clicks to your Knomee landing page, not your homepage.
📢 AdsA physical touchpoint into a digital experience.
✉️ MailBorrow trust from a group your prospect already belongs to.
🤝 Partner📋 Tap any sample to open it — then copy the text straight into your tool.
| Your goal | Watch this first | Then watch |
|---|---|---|
| Generate awareness | Click-through rate | Impressions, landing page visits |
| Earn first engagement | Knomee completion rate (cold traffic) | Email open rate, time on landing page |
| Convert cold → warm | Cold-to-warm conversion rate | Opt-in rate, follow-on content engagement |
The Handoff: Cold → Warm
The win isn't a meeting; it's a completion. The moment someone completes Knomee, they've moved themselves to Warm — where the Warm section takes over with a follow-up cadence.
Warm
They know you, but they're not ready to act. Earn the meeting by delivering value first.
- Who this is
- Newsletter subscribers, webinar or event attendees, website visitors, social media followers
- They're thinking
- “I'm curious, but I'm not ready to act yet.”
- Your goal
- Increase engagement first, then schedule a meeting. Give them something valuable before you ask for anything.
- The one rule
- One call to action per touchpoint: the Knomee experience. No competing asks.
A short sequence introducing Knomee as a complimentary experience.
📧 EmailA recurring Knomee block in your existing non-client newsletter.
📰 NewsletterInvite registrants to complete Knomee before your talk; follow up after.
🎟 EventPosts that lead with a human truth and route to one Knomee link.
💼 SocialPut a Knomee invite block right on your firm's homepage — not just the campaign landing page — so a visitor already on your site can start exploring what their wealth is for, on the spot.
🔗 Web📋 Tap any sample to open it — then copy the text straight into your tool.
| Your goal | Watch this first | Then watch |
|---|---|---|
| Increase engagement | Newsletter/email open & click rate | Knomee completion rate (warm traffic) |
| Earn the meeting | Meeting-request rate post-completion | Time from completion to booked meeting |
| Deliver early value | Landing page time-on-page | Repeat visits to Knomee content |
The Handoff: Warm → Hot
A warm prospect who books a meeting becomes Hot the moment the meeting is on the calendar. Move them to the Hot cadence immediately — the confirmation email should go out the same day.
Hot
They've agreed to meet — but they're not convinced yet. Make the first meeting feel like the tenth.
- Who this is
- Client referrals, professional referrals (CPA, attorney, etc.), prospects who request a meeting, or have a meeting already scheduled
- They're thinking
- “I've requested information or agreed to meet, but I'm not convinced this advisor is the one yet.”
- Your goal
- Build trust before the meeting, differentiate your firm, and accelerate the close.
- The one rule
- This is a 1:1 channel. Every message comes from the advisor, personally — not from marketing.
Invite the prospect to complete Knomee before you meet.
📧 EmailOne version if they haven't completed Knomee, another if they have.
⏰ ReminderKeep the conversation open if the prospect hasn't signed yet.
🔁 Follow-up📋 Tap any sample to open it — then copy the text straight into your tool.
| Your goal | Watch this first | Then watch |
|---|---|---|
| Build trust before the meeting | Knomee completion rate (hot traffic) | Time from invite to completion |
| Differentiate your firm | Meeting show-rate | Prospect engagement in-meeting |
| Accelerate the close | Close rate post-Knomee vs. baseline | Time from first meeting to signed client |
The Handoff: Hot → Client
The moment a hot prospect signs, they become a client — and a completely different toolkit takes over. See the companion Client Toolkit for how to keep them engaged from day one.
Your Landing Page
Every channel in this toolkit points to one destination: your firm-branded Knomee landing page. Fully brandable for your firm.
Welcome!
Wealth is about experiencing life fully.
Take a few minutes to get clear on what matters most and what your money is really for.
A quick, guided experience that clarifies your values, goals, and priorities.
A personalized summary of what's driving your financial decisions.
Questions to help you think, plan, and prepare for what's next.
Four Rules for the Page
Prospects should never feel this is a pitch to buy something.
State the time commitment up front, make clear it's free, and show what they get immediately.
One path, no competing buttons.
Your logo, brand colors, and a real advisor photo. Familiarity is a trust signal.
Test Before You Launch
Don't guess which message will land — test it. Knomee supports UTM tags so you can see exactly which channel, campaign, and message drives completions (not just clicks).
The 10% Rule
Send each new campaign to 10% of your list first, with 2–3 message variants. Once you know what works, launch the winner to the rest. This toolkit's Option 1 / Option 2 samples are built to be your first A/B test.
Appendix
Everything behind the plays — the full Knomee video catalog, where each clip belongs, and the complete measurement baseline.
🎬 Your firm has access to ~28 Knomee videos across four categories — here's the full catalog.
| Category | What's inside |
|---|---|
| Videos 6 short concept pieces |
|
| Themes 12 value / explainer pieces |
|
| Interviews 4 first-person stories |
|
| Adventure Teaching Scripts 6-part educational series |
|
Browse the full library in Google Drive
All ~28 videos, ready to embed — open the folder and pick the files that fit your plan.
🧭 Match each category to the right stage and channel, then pull the files from the library.
| Category | Stage | Where to embed |
|---|---|---|
| Videos | Cold | Paid social, display, landing page hero |
| Themes | Warm | Nurture emails, newsletter, LinkedIn |
| Interviews | WarmHot | Newsletter features, pre-meeting emails |
| Adventure Teaching Scripts | Warm | Recurring newsletter block or drip sequence |
The v1/v2 Theme cuts are built for the 10% A/B test in “Test & Learn.” Tip: tag every video link with utm_content= so the traffic report shows which videos drive completions.
📊 The complete tracking set behind the three headline outcomes — still tracked, just not the headline. If you don't track a metric, flag it with your CS contact.
| Metric | Current Baseline | Where to Find It |
|---|---|---|
| Email open rate | ___ % | Email platform (Mailchimp, HubSpot, etc.) |
| Email click rate | ___ % | Email platform campaign reports |
| Email signups per month | ___ / mo | Email platform list growth |
| Lead-to-MQL rate (ads) | ___ % | CRM + ad platform (HubSpot, Meta, LinkedIn) |
| Lead-to-MQL rate (email) | ___ % | CRM lifecycle reporting |
| Lead-to-meeting conversion rate | ___ % | CRM deal / meeting stage reporting |
| Avg. landing page time-on-page | __:__ | Web analytics (GA4, Fathom, etc.) |