Category Archives: Fund Fact Sheets
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.
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.
A few common phrases we hear from investment marketers are, Our 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