Category Archives: Branding & Design
This article first appeared in Fundfire. It was written by Synthesis Director of Client Solutions, Katie Martz.
Recently, a salesperson told us about a deal where he went “rogue.” He got an opportunity to present to a major institutional client but didn’t have an up-to-date deck from marketing. So he cobbled together a deck using slides from previous presentations. He knew he was pushing the compliance boundaries, but he needed to land this deal.
His was the first presentation to the client, and he secured their agreement before leaving. As he walked out, three competitors sat in the lobby, waiting for their turn to present. “If I had waited for marketing to send me an updated deck,” he said, “we would have lost that deal because the first sales guy to show them what they needed got the business.”
As we enter a new year, the shift from active to passive investing continues to drive significant change for investment management sales and marketing. Very recently, I had the pleasure of interviewing Sandra Powers Murphy and Donna DiMaria to discuss what marketers can do to grow AUM in this very challenging environment.
I first became acquainted with both women through the 3rd Party Marketers (3PM) Association, where Powers serves as President and DiMaria as Chairwoman. In addition to 3PM, Powers and DiMaria both act as CEO and CCO of their own third-party marketing firms, Ark Global and Tessera Capital Partners, respectively. Their firms provide outsourced strategic sales and marketing services to institutional asset managers who lack adequate internal resources.
According to DiMaria, operational efficiency in sales and marketing has become imperative, and asset managers are taking note. “Firms are looking to be more efficient, doing more with less resources both in terms of bodies and budget. And that is leading to consolidation, outsourcing, and automation. The status quo isn’t working anymore so, in a way, the market is recreating itself,” she said.
By John Toepfer
With the highly competitive nature of the asset management industry, maintaining a strong and positive brand image is more important now than ever. Every contact with a client, every conversation and every piece of material they see from your firm needs to be professional, timely and well produced. Even something as mundane as a poorly produced factsheet can be off-putting and give an investor pause to think about the overall quality of your operations. Yes, even in the digital age, quality design and typography in printed materials really matters.
I had the opportunity recently to speak with a long time head of marketing for a major asset manager and she spoke with passion about on the topic of brand. Among many compelling things she had to say was this: “If you look at the most successful companies in any industry, you’ll find that they share one thing in common; excellent branding.”
Due to the competitive nature of the financial services industry, content automation has become a strategic priority for many. With a finish line goal to improve scalability, risk management and brand compliance, the race is on to improve marketing and sales operations. The challenge firms face is knowing how to approach content automation. Is it better to build or buy? What are the differences between the leading vendors, and their approaches?
In 2017, we commissioned some research on how asset managers are automating content production. The research found 3 common models: Fully outsourced, DIY, and hybrid. Here’s a brief description of each and the pros and cons.