Category Archives: Sales Enablement
Managing disclosure language has been a critical element of Synthesis’ document automation approach for over two decades. Even with modern technology and processes, disclosures continue to be a pain point for most asset management firms. Recently, we’ve been doing research into the processes asset managers use to manage their disclosures. The goal of this research is to better understand why disclosure management continues to be problematic. Through our discussions with marketing and compliance professionals at large and small investment management firms, we’ve been digging into how firms create, edit, distribute, and retire disclosure language — and what the major issues are.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
In May 2017, we hosted a private roundtable, moderated by Candyce Edelen of PropelGrowth. At the table were 15 senior marketers from various investment management firms. This was our second annual event, with about half of the participants returning from last year. The participant firms included boutique asset managers, medium-sized regional and global investment firms, and 3 of the top 20 global asset managers. AUM for the firms represented ranges from $20 Billion to more than $2 Trillion. All of the participants serve multiple channels including institutional (trusts, foundations, pensions, corporations, etc.), intermediary and direct retail advisor channels.Read More
Recently, I wrote an article about why automating within desktop publishing environments can be a bad idea. When I talk about desktop publishing environments, I’m referring to programs like InDesign, PowerPoint, or Quark for content automation. If you’re looking for a way to effectively scale your literature production, you simply must say goodbye to your desktop defaults. And, I’ll tell you why.
This topic is front-of-mind for me today, following a meeting with a prospective client last week. This client described their frustration with their current automation solution. They told me a story about how their automation provider is currently supporting their suite of about 50 documents using about 50 InDesign templates. Even the client recognizes that this is a problem and knows that if the templates were being shared properly as shared entities then there should be, at most, eight of them for this catalog of documents. Fewer templates allow changes to be made centrally, without needing to apply a change 50 different times.
I smiled in sympathy as they told me about this problem. This is precisely the issue with automation solutions that are based on desktop publishing applications. This client articulated the issue even more simply and perfectly than I have in my past musings on the topic.
If a Microsoft or Adobe desktop publishing application is being used as the foundation of the automation solution, that system is then dependent on that desktop publishing tool, as well as the people who use the tool. It’s easy to overlook or dismiss this reality. People really love these programs, and understandably so. They are familiar, intuitive and your collateral is probably already designed in one of these formats. But, the hard truth is that almost always leads to bad long-term results in a commercial document production environment. This is due to what we call the “Save As Phenomenon”.Read More