All posts by Emilie Totten

Emilie is Head of Marketing at Synthesis. Emilie earned her B.S. in Advertising from the University of Illinois at Urbana-Champaign. She has 15 years of integrated marketing experience in the financial services, technology, and healthcare industries. She lives in Chicagoland with her husband, two kids and two cats. When she isn't marketing or parenting, she can be found practicing yoga or reading a good book.


Trends in Asset Management Marketing: What to Expect in 2017

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2017 Trends in Asset Management Marketing - Data and Content AutomationLast year, we published a blog on what to expect in asset management marketing in 2016. The post is based on an interview I conducted with Andrew Corn, CEO of E5A Integrated Marketing. During the interview, Andrew and I discussed how 2016 would be the year of transparency and immediacy; the year for asset managers to leverage data to improve segmentation and personalization, create more transparency in the sales process, and provide timely information to every audience, on every channel. At Synthesis Technology, we saw these predictions hold true. Many of our clients made significant improvements to their content delivery methods through strategic data and content automation.

So, what will be the new trends in 2017? How will firms embrace data and technology to be even more competitive? 

Once again, I called upon Andrew to mine his brain for insights. He is the former CIO of Beacon Trust and Clear Asset Management, where he led the development of a multi-factor model to manage long-only equities. He has also designed ETFs and managed two hedge funds. Today, he helps firms leverage digital media and technology to grow sales through marketing and advertising, while adhering to industry regulations.

Here is part 1 (of 2) of our discussion on what to expect in asset management marketing in 2017. Read More

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The Investment Management Marketing Conundrum

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Content Marketing in Investment Management

As is often the case, it’s what people do, rather than what they say, that’s most telling.

Let’s get this out of the way early.

If an investment manager

  • does good work
  • has responsive client service, and
  • keeps a decent track record

then there is no reason why they should struggle to grow their assets under management.

If they do, then the problem is the marketing. Full. Stop.

But it’s not because investment management marketers don’t get it – they do. The problem is that marketing is either poorly understood or severely undervalued by the portfolio management team/firm management.Read More

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Asset Managers Describe Disclosure Management Processes as ‘Cumbersome’ and ‘Risky’

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Global Disclosure Management for Asset Managers

With $79.4m levied in the first half of 2016, FINRA is on pace to shell-out a record number of fines this year. In an article published last week, Compliance Reporter announced that the regulator will surpass the previous record year by nearly 20% — potentially sending a clear message to firms that the regulator is in an enforcement frame of mind.

In addition, new SEC regulations like Form ADV and N-PORT are putting even more pressure on registered investment companies to examine their regulatory enterprise risk management practices. Fund Operations reported that “RICs need to embrace the mandate of the new regulatory initiatives and proactively develop, implement and maintain robust Regulatory ERM systems to comply with…reporting obligations.”

As regulators continue to amp-up their scrutiny, many asset managers are taking a hard look at how they’re managing disclosures. Read More

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Is Account Based Marketing Right for Your Company?

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Is Account Based Marketing Right for Your Company

You probably see the term “account-based marketing” (ABM) pretty frequently of late. The hype has grown over the past 12 months, with hundreds of articles, blogs, webinars, podcasts, videos and events devoted to the topic. At least a few dozen new vendors have sprung up with solutions focused on ABM, adding to the noise.

Even with all that noise, most organizations are unclear about whether and how to implement these strategies. So this post will give you a high-level sense of what ABM is all about, give you concrete criteria on whether you should consider it for your organization, help you decide what type of ABM would be appropriate, and give you a couple of practical steps to get started.

By Candyce Edelen

This post originally appeared on the Propel Growth blog.

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