At this year’s SME Forum in Denver, Synthesis CEO Greg Healy sat down with Lara Hoffmans, a veteran Financial Services CMO and Synthesis client, for a fireside chat that unpacked the current state — and future — of asset-management marketing. What emerged was a highly practical, candid discussion about scaling in a world where content demands have exploded, but teams and budgets have not.

Here are the key takeaways and quotable moments from their conversation.

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Over the past couple of years, the way we live, work and communicate has been changed forever. The global pandemic left an indelible mark on the asset management landscape that requires new strategies for engaging both clients and employees. So how do asset managers attract and engage financial advisors and grow assets in a more distributed and remote workforce?

This topic was explored at length at the Spring 2022 IMEA conference in Chicago. Some of take-aways from the event are included in our tips below:

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This is a guest post by Dan Sondhelm, CEO of Sondhelm Partners

If you were too busy dealing with the day-to-day minutiae and putting out fires instead of the mid-year distribution review, don’t worry. You still have time to kick start the year with a sound strategic plan to create or improve your growth strategy for the new year. Here’s what you need to focus on to get that done.

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The shift from active to passive investing continues to drive significant change for investment management sales and marketing. In this article, investment marketing consultants Sandra Powers Murphy and Donna DiMaria explain what marketers can do to help their firms grow AUM in today’s challenging environment.

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 fewer 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.

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