Category Archives: Marketing Strategy
An article in Forbes pointed out that asset managers are extremely late in joining the digital marketing movement. This isn’t groundbreaking news, as the industry has long been criticized for the slow adoption of modern marketing practices.
The article points out:
- Financial services was one of the first industries to embrace the digital revolution, just not in marketing. The industry has focused on investing in high-speed connectivity for faster trade execution, as opposed to faster and more successful marketing/sales execution. It’s time to step-up the marketing game.
- Lower Fees and higher competition is driving more creative marketing. Executives are forced to rethink the old model of reaching investors one at a time. It’s an expensive endeavor involving lots of flights, hotels, steak dinners, and conference fees. They must create models for doing this at scale.
- Asset Managers who embrace artificial intelligence and machine learning will increase efficiency. The reduction in operating expenses associated with more efficient marketing will result in decreased cost for the consumer and increased margins for the manager. Asset Managers aren’t adopting digital marketing technologies because they loathe change. Executives who come from an investing background may not see an immediate ROI on this type of investment. Turnkey products do exist, and previously unavailable scale is now built-in.
Even though asset managers are a few steps behind other industries, many are making moves towards digitizing the sales and marketing process. We’ve seen evidence of this over the past couple of years as firms are rethinking their strategies. Firms are being forced to find ways to differentiate themselves and scale their operations in order to survive the fierce competition.
Listen to our guest, Matt Suggs, discuss the future of sales enablement — “Evolved Selling”.
Matt Suggs, EVP of Sales and Customer Success at Mediafly, sat down with myself and Synthesis CEO, John Toepfer, to discuss the future of sales enablement.
Matt is A 20-year software sales veteran with experience working for industry giants like Oracle and SAP Ariba. In this episode, he offers insight into why B2B buyers hate being sold to and how asset managers can use technology to provide a truly engaging and compelling client experience. Some of the topics we touch on in this episode include the four pillars of “evolved selling”, why mobile technology lines are becoming blurred, the true meaning of personalization, and how interactive experiences are directly impacting sales success and bottom-line revenue. We hope you’ll take away some useful insights from this episode.
Why automate pitchbooks? Asset Managers recognize automating the marketing and sales process is required in order to be efficient, compliant, and competitive. The manual process of updating pitchbooks and distributing them to the sales force is an antiquated process. It doesn’t adequately serve salespeople or their clients and prospects. There are four main drivers influencing asset managers to automate this process:Read More
The following is a guest post by Candyce Edelen, CEO of PropelGrowth Financial Marketing & Content Strategy. This post originally appeared on the Propel Growth blog.
Account-based marketing (ABM) can be a powerful marketing strategy for the investment management or asset management industry. This is particularly true when investment managers target institutional investors or sell through intermediaries. Both of these client bases have complex decision processes that involve a number of influencers. Account-based marketing approaches can help investment management marketers improve marketing ROI and have a more direct influence on revenue.Read More