Category Archives: Sales Enablement



Trends in Asset Management Marketing: What to Expect in 2017

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By Emilie Totten

2017 Trends in Asset Management Marketing

Last year, we published a blog on what to expect in asset management marketing in 2016. The post is based on an interview I conducted with Andrew Corn, CEO of E5A Integrated Marketing. During the interview, Andrew and I discussed how 2016 would be the year of transparency and immediacy; the year for asset managers to leverage data to improve segmentation and personalization, create more transparency in the sales process, and provide timely information to every audience, on every channel. At Synthesis, we saw these predictions hold true, as many of our clients made significant progress toward improving their content delivery methods through a strategic use of data and content automation.

So, what will be the new trends in 2017? How will firms embrace data and technology to be even more competitive? 

Once again, I called upon Andrew to mine his brain for insights. He is the former CIO of Beacon Trust and Clear Asset Management, where he led the development of a multi-factor model to manage long-only equities. He has also designed ETFs and managed two hedge funds. Today, he helps firms leverage digital media and technology to grow sales through marketing and advertising, while adhering to industry regulations.

Here is part 1 (of 2) of our discussion on what to expect in asset management marketing in 2017. Read More

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Is Account-Based Marketing Right for Your Company?

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By Candyce Edelen

This post originally appeared on the Propel Growth blog.

Is Account Based Marketing Right for Your Company

You probably see the term “account-based marketing” (ABM) pretty frequently of late. The hype has grown over the past 12 months, with hundreds of articles, blogs, webinars, podcasts, videos and events devoted to the topic. At least a couple dozen new vendors have sprung up with solutions focused on ABM, adding to the noise.

Even with all that noise, most organizations are unclear about whether and how to implement these strategies. So this post will give you a high level sense of what ABM is all about, give you concrete criteria on whether you should consider it for your organization, help you decide what type of ABM would be appropriate, and give you a couple practical steps to get started.Read More

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The State of Sales and Marketing Alignment in Investment Management

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By Emilie Totten

Investment sales and marketing alignment

It is universally understood in the marketing community that sales and marketing alignment is crucial to meeting and exceeding revenue goals. Alignment around shared goals, technologies, and processes allows you to monitor and optimize every stage of the buying cycle. Reports like this one from Marketing Advisory Network suggest that sales and marketing misalignment is not just a buzz word: companies are truly struggling with this reality.

But how aligned are sales and marketing teams at investment management firms, specifically?

We were curious. 

In May of this year, we hosted a private Marketing Roundtable discussion with sales and marketing leaders from top investment management firms. One of the goals of this meeting was to learn more about the state of sales and marketing alignment at investment management firms. Here are a few noteable takeaways we’d like to share:Read More

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Deliver the Perfect Selling Experience

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By Carson Conant, CEO at Mediafly

Delivering the Perfect Selling Experience

The following is a guest post by Carson Conant, Founder and CEO at Mediafly. It addresses the quickly-evolving enterprise mobility trend, what it means for B2B salespeople, and how Marketing and Sales can work together to transform the customer experience.

Buyers are changing, and rather than recoil at headlines like “Death of a (B2B) Salesman,” companies need to face that changing landscape head-on. I want to take a moment to look back at 2015’s industry trends, how we see the role of the B2B salesperson evolving into 2016 and beyond, and how companies can transform and not get left behind.Read More

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