The Current State of Martech Stacks at Asset Managers
January 27, 2022
The last 2 years have flown by, and asset managers are adopting more marketing technology than ever as we move into a digital-first world. Asset managers’ martech stack priorities have shifted to keep up with the current environment. Here are some main trends we’ve seen:
- Operational efficiency is the top priority
- Marketing automation is gradually replacing email blasting
- Boutique firms are trailing behind larger firms in terms of martech spend
- Many martech stacks don’t stack up, as integration is lacking
- Firms are flush with data, but still struggling to gain real business insight from the their martech stack analytics
This latest article by Emilie Totten published in MFWire.com provides insights into what martech asset managers are using and how they will prioritize them moving forward.
Overwhelmed by Data? 6 Steps to an Easier Financial Marketing Future
May 19, 2021
Investment marketers have more data than they are able to use or manage in today’s digital environment. Most of them, 95%, are using some form of automation to help the data processes, yet only 25% say they have a good data process. This is concerning, but not all that surprising. Between all the different data types and sources and all the technologies available to manage them, marketers are left with a collection of old and new systems that don’t talk to each other. So, the answer to the data problem is not adopting new tools; It is generating a well-thought-out plan to enable long-term success. Jan Choy, VP of Data Analytics for Evalueserve, says, “Moving to a robust data analytics process is a journey; it doesn’t happen all at once, but you can make quick wins in just a few months.”
Jan outlined 6 steps to an easier financial marketing future:
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1. Start measuring and reporting.
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2. Manage campaigns.
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3. Develop a 360-degree view of clients.
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4. Measure attribution.
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5. Enhance the overall client journey.
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6. Reverse-engineer client journeys.
Automation Key as Fund Firms Seek to Boost Digital Content
May 17, 2021
Synthesis and APX Stream CMOs Emilie Totten and Daniel Quinn held a webinar to discuss the #1 bottleneck to streamlining investment marketing operations – data.
In the last year, fund firms have shifted their strategies and moved to digital. For investment marketers, this means owning more of the funnel, having a myriad of technologies to consider, and managing more data than ever before. So, marketers are utilizing automation to boost digital content and streamline their marketing data by pushing it into their content, websites, and databases, including investment, consultant, RFP, and more databases. The faster the data is available to marketers, the faster content is updated, databases are populated, and distribution teams are enabled. In a recent survey to asset managers by Synthesis and Fuse Research Network, we learned 95% of firms are using some type of automation tool, yet 43% cited manual data intake as the #1 impediment to hitting deadlines. Through an automated investment data strategy, firms can free up their marketing teams to focus on more strategic work.
Russell Daws Joins Synthesis Technology as Chief Revenue Officer
April 29, 2021
Synthesis Technology recently hired Russell Daws as the Chief Revenue Officer. Russell has been in the financial technology industry for over 20 years and brings a bevy of experience in sales, marketing, and client success. With the addition of this key leadership role, Synthesis is poised to increase revenue and expand into new markets. Russell aims to expand existing relationships with clients and build out a first-class client success team, while also adding new business through client-centric marketing and sales efforts. He is confident the firm will achieve growth and success by hiring top talent and leading with authenticity.
