When developed and used properly, buyer personas can help marketers and salespeople win more business. By talking to clients, leads, and prospects, your team can implement highly effective communications that drive new and retained assets. When a company develops effective communications, it leaves buyers thinking, “This firm really gets me.” On the road to creating the most effective materials, there are many obstacles salespeople face when trying to be customer-centric.

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In the heavily-regulated world of investment management, consistency and harmony between functional areas, including marketing, sales and compliance, are key goals for competitive advantage. However, blending customization and compliance is difficult to achieve.

Many disconnects happen at investment companies when marketing creates collateral which, from the sales perspective, misses the mark on client-focus and relevance—all before a compliance review. Ultimately, in the name of making the sale, salespeople customize presentations, creating multiple versions along the way that are difficult to track. This unwieldy process can cause compliance, branding, and messaging nightmares that may lead to fines, outflows, and lost revenue.

Firms are almost always aware that these disconnects exist and want to fix them, yet don’t know where to start. We recently held a webinar; The Sales Success Formula in Financial Services: Blending Customization and Compliance, to discuss this very topic. It was a Q&A session moderated by investment marketing expert Andrew Corn of E5A Integrated Marketing and explored the ways in which firms are using digital transformation to disrupt the status quo and gain competitive advantage. (more…)

Pitchbooks are a hot topic for investment management firms these days. The number of inquiries we’ve received about our pitchbook automation software has tripled year over year — we find that very telling.

It’s no secret that marketing is in a huge state of flux right now, no matter what industry you’re in. A key driver of this uncertainty is the plethora of marketing communication and automation options. Never before have marketers had so much technology available to work with and so many communication channels to manage. (more…)

By Emilie Totten

Investment marketers need to stay on top of changing compliance issues, especially in the social media sphere. Marketers in the U.K. are currently facing new social media rules proposed by the FCA. (more…)