3 Ways Investment Marketers Have Adapted in 2020

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Synthesis Technology roundtable investment marketing strategies post covid

The status quo is no longer good enough for intermediaries and investors.  Investment marketing strategies have and will continue to shift since the COVID-19 pandemic. Then again, if you’re a forward-thinking marketer, I didn’t need to tell you that.

Synthesis and Evalueserve recently kicked off our quarterly private marketing roundtable series. We met with senior marketers from top investment management firms. Marketers shared their experiences, challenges, and ideas for success in our post-Covid environment. Since the pandemic, managers are figuring out how to step up their game to deliver customized and timely information to investors. So, marketers are reevaluating sales and marketing initiatives to remain competitive in a digital world. What does digitization mean for asset management marketers, and how can they efficiently achieve this? Marketing departments need the strategies, tools, and resources necessary to enable sales teams for success.

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Are Data Bottlenecks Impacting Your Bottom Line?

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Investment data governance and enterprise data management for asset managers by synthesis technology

Asset management sales and marketing efforts are fueled by data. The faster firms get clean, accurate product performance data in the hands of consultants, advisors and wholesalers, the better their chances of closing deals and increasing inflows. Effective governance for investment data is the foundation for this effort.

A growing number of firms are using marketing content automation solutions to quickly create and update pitchbooks, collateral materials and website product pages. Yet, many are still using inefficient, ad hoc processes for collecting, storing and distributing the source data that populates these communications.

These processes, coupled with a lack of formal governance around data collection and usage, increase product information’s time-to-market. Also, they raise the likelihood of errors that could result in reputational damage and regulatory sanctions.

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Four Ways To Own Your Fund Data

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4 ways to own your fund data by synthesis technology

The most successful marketing operations teams have one thing in common: they really own their fund data. Establishing clear ownership and responsibility for the data is critical. In order to take ownership of the data, the first step is to assign data management roles. We recommend building a written matrix defining the following:

  • Your data providers (where the data comes from)
  • Your data stewards/owners (the person responsible for the data)
  • The data consumers (all the places it’s being used)

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Fund Data Automation Solves Four Common Data Problems Faced by Fund Marketers

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Four problems with data faced by fund marketers

A few common phrases we hear from investment marketers are, Our financial data is a bit of a mess and Our data could use a little housekeeping. In our experience, we have learned that marketers have become the de facto experts on fund data management and automation.

Fund marketers themselves are routinely chasing-down their financial data from many disparate sources, both internal and external. Then, they are trying to extract clean data for use in their customer-facing marketing materials. This process is made more challenging when there are tight time frames. Plus, it has to be done with the highest levels of accuracy and consistency in real-time.Read More

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