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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Growing asset management revenues is much harder than it used to be. The number of asset managers and strategies have proliferated in recent years. However, the number of consultants has shrunk, leading to a notable decline in available mandates. In this fiercely competitive marketplace, even firms with a solid track record of performance will struggle. Asset managers which master the marketing process and effectively differentiate themselves will be triumphant in 2021.

Each year, I check in with my network of industry experts to get a pulse on the trends and best practices in asset management marketing. The upcoming year will be marked by big changes in the way marketers develop and deploy their plans. Largely, this is due to the pandemic and a shift to digital. With everyone “going digital” with their content, events, etc…, it’s going to be harder than ever to rise above the noise.  Recently, I met virtually with three experts in investment management marketing. I learned what asset managers should avoid if they want to differentiate and gain assets in the coming year. Here are three things asset managers should avoid if they want to differentiate in 2021.

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