Category Archives: Marketing Strategy
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.
When discussing content automation goals, buzzwords like ‘streamlining’, ‘consistency’, and ‘efficiency’ are often tossed around. These are good goals to strive for but are difficult to achieve due to business reasons beyond marketing’s control. After all, the products represent different strategies, ages, data, and audiences; therefore, the literature has to reflect this. In the end, the main goal of content automation should be to make the process as simple as your firm’s business rules and product nuances will allow.
In a recent content automation report, 23% of asset managers cited producing factsheets monthly. So, the accuracy and timeliness of factsheets are becoming more and more crucial. Yet, this does not necessarily mean less complex. The complexity of your factsheets is one of the main driving factors behind the cost of implementing and maintaining an automated solution. In this blog post, we’ll identify and discuss the top 3 factsheet automation complications:
When meeting and consulting with clients, most investment data specialists refer to 5 datasets managers need to populate in their investment database profiles:
Performance, AUM, Holdings, Characteristics, and Personnel. These are the quantitative datasets. And yes, they are each very important.
However, we at APX Stream believe there are, in fact, 7-9 datasets for which managers need to account. These additional datasets include the qualitative narrative sets: Firm & Product Narratives, Firm & Product Personnel.
But it’s not simply a matter of checking these items off a list every quarter – to successfully execute a professional investment data marketing strategy, managers need to understand, not only the range of data points contained within each set, and account for them accordingly, but how they all work together to create a cohesive, data-driven story for your firm.
All the pieces must fit, and do so in a way that entices database subscribers (i.e. your future clients & investors) to pick up the phone or dash off an email inquiring about your portfolio management services.
So how should these pieces fit together and what are some ideas managers can employ to help improve their data marketing execution?
Many factors influence the volume of content that asset managers produce. Some, such as the merging or closing of funds, help to alleviate the production burden, but most continue to expand the demands placed on marketing units. In a recent study of asset managers, we asked about their marketing processes and use of automation to fuel marketing programs.