Category Archives: Client Service
When meeting and consulting with clients, most investment data specialists refer to 5 datasets managers need to populate in their investment database profiles:
Performance, AUM, Holdings, Characteristics, and Personnel. These are the quantitative datasets. And yes, they are each very important.
However, we at APX Stream believe there are, in fact, 7-9 datasets for which managers need to account. These additional datasets include the qualitative narrative sets: Firm & Product Narratives, Firm & Product Personnel.
But it’s not simply a matter of checking these items off a list every quarter – to successfully execute a professional investment data marketing strategy, managers need to understand, not only the range of data points contained within each set, and account for them accordingly, but how they all work together to create a cohesive, data-driven story for your firm.
All the pieces must fit, and do so in a way that entices database subscribers (i.e. your future clients & investors) to pick up the phone or dash off an email inquiring about your portfolio management services.
So how should these pieces fit together and what are some ideas managers can employ to help improve their data marketing execution?
Content automation has become a necessity, rather than a luxury, for most asset managers in today’s highly competitive environment. According to a survey of asset managers by the Fuse Research Network and Synthesis Technology, 95% of respondents use some kind of tool or process for automating content production. Most commonly, they use it for the creation of factsheets and pitchbooks.
The need for content automation is justifiable. Marketers need to get sales and marketing materials in the hands of salespeople, clients, and prospects as fast as possible. Now, investors, advisors, and consultants expect more frequent and timely product updates.
When implemented successfully, content automation solutions empower firms to produce fully compliant, client-ready sales and marketing content faster than their competitors. These tools reduce labor costs and relieve talented marketing professionals from the drudgery of content production. They minimize the potential for human errors that inadvertently deliver inaccurate and non-compliant information to the public. Plus, they eliminate one of the most common compliance headaches many asset managers face: keeping salespeople from stitching together their own non-compliant pitchbooks from a patchwork of outdated sales presentations.
Effective content automation solutions require two components: An in-house or commercial production tool and a reliable source of product data to populate the finished pieces. Unfortunately, data management is content automation’s Achilles heel for many firms.
Synthesis Technology recently announced that Noel Rodolfo has stepped into a new role of director of client solutions created to support client success and growth.
“In my 15-year tenure at Synthesis, I’ve led both product and project teams. I’m truly excited to be bringing all that experience and knowledge to the client services team, and to take on this valuable new role to help our clients grow.”
Noel has always been able to see a problem from multiple angles and envision effective solutions. When he joined Synthesis as a project manager in 2005, he drew on a combination of technical and business expertise — and an interest in investing — to aptly manage a team responsible for new software implementations and ongoing support for our client base of financial services firms. In this role, Noel helped to ensure clients benefitted from highly tailored software implementations that met their unique requirements.
Understanding the challenges asset managers and their salespeople face in generating leads and winning new business has always been a key driver of our product development and enhancement efforts.
But the conversations we’ve been having with these firms have radically changed since the COVID-19 crisis began. The volatile market environment, in combination with the embargo on in-person meetings, has pushed typical product-and-performance meetings to the backburner. Sales teams have replaced lunch-and-learns and walk-in visits with digital marketing campaigns and Zoom sessions. As a result, wholesalers have had to find innovative ways to keep financial advisors engaged, many of whom are struggling with similar client acquisition and retention challenges.