Category Archives: Investment Marketing
In the world of financial product sales, the quality of your pitchbooks can either make or break you. In order for salespeople to deliver great presentations, it’s important to have an effective pitchbook strategy that runs like a well-oiled machine. If your strategy isn’t refined, you run the risk of sending out sloppy presentations that can damage your brand image, or worse, result in non-compliance.Read More
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.
I had conversations this week with two new prospective investment management clients. Each expressed a “scaling problem” with marketing efforts as being their chief reason for looking into document and data automation.
I very much like that phrase. It’s straight out of my pitchbook on how a solution like Synthesis solves problems with scaling investment management marketing. I usually define a scaling problem as:
The point in time in which either the number of documents, users, staff required, or variety of documents to meet the communication needs has passed some tipping point.
My takeaway from these two conversations is quite interesting. Although each firm was experiencing valid issues, the firm profiles and the scope of their work was vastly different. The key to efficient and profitable growth is scalability.Read More
The current environment is forcing marketers to think strategically about how to retain assets and drive new business. Sales travel has seen major cuts and there’s a new nature of client meetings. In response, marketers are scrambling to understand the new normal and make strategic decisions about their firm’s messaging, market approach, and tools.