Category Archives: Data Management
A few weeks ago, my friend Susan Weiner published “Investment commentary numbers: How to get them right.” It’s an excellent blog post about how to prevent numerical errors from being published in investment commentary. Susan is a financial writer-editor at InvestmentWriting.com and author of the book, Financial Blogging: How to Write Powerful Posts that Attract Clients. As a former investment marketing professional turned financial writing consultant, she is no stranger to the intricacies involved in producing these important documents. Read More
The criteria used to evaluate and select an automation solution vary from firm to firm, but there are some common trends. As part of our ongoing research to understand our customers, prospects, and target market, we make it a regular practice to interview current and potential clients as well as the lead sponsors of lost opportunities. Based on buyer persona research we’ve conducted over the past year, we’ve identified what marketers see as the most important criteria when evaluating and purchasing an automation solution for collateral production. Please note, while this research is largely qualitative and the sample size does not support true statistical measurement, it has shown us some clear and recognizable patterns of decision making and the value systems that drive these patterns. We plan to dig deeper into this research over the next several months and provide a full report. In the meantime, I’m confident that these preliminary findings hold water for the vast majority of asset management marketers.Read More
By John Toepfer
One of the criteria often overlooked by asset managers during the vendor evaluation process is data management.
The urge to minimize the data problem during these discussions is understandable. Document or website production is the marketing team’s goal. Data aggregation and quality control shouldn’t really even be a notable part of the marketer’s life, but very frequently it is . This is a challenge that should be addressed clearly and up front in evaluating document automation options.
In conversations with investment marketing professionals who are looking to automate their collateral or sales presentations, the first thing we try to find out is how their firm is currently handling data. We do this because data really lies at the heart of the communication problem; the question of how to clean up your communication effort goes hand in hand with the question of how your data process will be addressed. Thus, as you’re defining your document automation requirements, it’s wise to look at your data management scenario to determine whether you have the bandwidth and skills in-house to implement quality data feeds and controls or whether outsourcing is the better or more realistic option.
In this blog we are going to discuss why your data process should drive your automation vendor decision. As there are a variety of different kinds of vendors who can automate your marketing documents, you’ll want to determine whether you want a vendor/product that requires internal data source and process management (we’ll call this a Do-It-Yourself approach ) versus a vendor who will take responsibility for creating and supporting a quality data process.
By John Toepfer
In today’s fast-paced, tech-driven environment, investment product marketers can’t really afford to dismiss document automation as just a “nice to have”. Marketing departments at investment management companies of all sizes are increasingly utilizing automation to improve productivity and mitigate risk. Good marketers in any industry plan for the future to ensure that their operations scale in pace with their growing business. Similar to their colleagues, to remain competitive, investment product marketers must be strategic. They must determine how to effectively use automation to produce key sales support materials such as fund fact sheets, commentaries and website content — and it’s important to get the timing right.
There are typically three key indicators that your firm should start seriously considering a marketing production automation solution:
- You’re marketing 14 products or more
- Your current process can’t keep pace with demand
- Your data processes have become unwieldy—and risky