Category Archives: Marketing Strategy



2019: The Tipping Point for Asset Management Marketing?

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Get Predictions for Asset Management Marketing from Industry Expert, Andrew Corn

By Emilie Totten

Every January, I call up my friend, Andrew Corn, to get his predictions on marketing trends for the year ahead. I’m always interested in what he has to say, as he has an impressive background in many areas of financial services and marketing. His career has spanned across consulting, marketing, advertising, Chief Investment Officer – Equities, index designer, multi-factor model creation and agency head. He is an expert at uncovering and enhancing asset gathering campaigns and designing and implementing marketing funnel optimization for both consumer and B2B audiences.

According to Mr. Corn, there are a couple of major trends going on in the industry right now, and they’re really a continuation from the past couple of years. Specifically, the move from active to passive investing and fee compression are persistent issues that have now become acute. According to Corn, 2019 is going to be the tipping point for asset managers.

“This move from active to passive is happening so much faster than anyone was able to predict. The upside is that many companies have been able to launch products and gather quite a bit of assets into them. The downside is fee compression. In fact, there is a race to zero, where Fidelity has actually introduced products with no management fee. Now, there are other ways for them to make money, but certainly this fee compression is creating enormous pressure on firms to differentiate,” he said.

If 2019 is the tipping point for managers, what should marketing be doing to help their firms survive in this very competitive market? Read on to hear insights and advice from Andrew Corn in our latest interview.

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What Can Marketers Do to Grow AUM in 2019?

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How Investment Marketers Can Grow AUM in 2019
By Emilie Totten

As we enter a new year, the shift from active to passive investing continues to drive significant change for investment management sales and marketing. Very recently, I had the pleasure of interviewing Sandra Powers Murphy and Donna DiMaria to discuss what marketers can do to grow AUM in this very challenging environment.

I first became acquainted with both women through the 3rd Party Marketers (3PM) Association, where Powers serves as President and DiMaria as Chairwoman.  In addition to 3PM, Powers and DiMaria both act as CEO and CCO of their own third-party marketing firms, Ark Global and Tessera Capital Partners, respectively. Their firms provide outsourced strategic sales and marketing services to institutional asset managers who lack adequate internal resources.

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 less 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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Build or Buy: How to Decide?

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Build vs. Buy for Financial Services: How to Decide When You're Considering Automation

By:  John Toepfer

When looking at content automation and sales enablement solutions, firms are often confronted with a tough decision: To build or buy? Over the past 20 years in this business, I’ve participated in many of these discussions and seen the decision go both ways. Sometimes the decision is successful and other times it ends up a costly mistake. On one hand, it isn’t always less expensive nor less risky to build software solutions in-house as opposed to buying commercial solutions. I’ve seen cases where application development projects were initiated with the intent of justifying and maintaining the technology team, but unfortunately never get off the ground because they can’t be supported technically or economically. What then ends up happening, after all the internal effort and expense, is a new commercial solution is procured to replace it. On the other hand, there are times when the technological or business needs are so pertinent to the company’s value or operations, that they cannot be outsourced. In these circumstances, if the project or platform has the board of directors’ approval and the IT organization is truly committed to the budget and vision, then there’s a good case for insourcing as opposed to outsourcing. At the end of the day, the success or failure of any development effort should be measured against the same criteria. When weighing the decision to build or buy, I recommend using these six criteria:

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7 Problems With Automating Fact Sheets In PowerPoint

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Problems-Designing-Factsheets-in-PowerPoint

By John Toepfer

With the highly competitive nature of the asset management industry, maintaining a strong and positive brand image is more important now than ever. Every contact with a client, every conversation and every piece of material they see from your firm needs to be professional, timely and well produced. Even something as mundane as a poorly produced factsheet can be off-putting and give an investor pause to think about the overall quality of your operations. Yes, even in the digital age, quality design and typography in printed materials really matters.

I had the opportunity recently to speak with a long time head of marketing for a major asset manager and she spoke with passion about on the topic of brand. Among many compelling things she had to say was this: “If you look at the most successful companies in any industry, you’ll find that they share one thing in common; excellent branding.”

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