Unlocking Hidden Digital Alpha: Secrets Top Fund Marketers Use
Become the Director of Great Buyer Journeys
Investors will probably never meet your fund’s marketers, investor relations teams, or other stakeholders in person. It would be lovely to chat about their individual financial needs on that level to tailor a portfolio that suits them. Unfortunately, the days of networking in hotel lobbies have almost wholly given way to digital exploration.
By the time a fund marketer first interacts with a prospect, they’ve likely already scoped out the product range, signed up for webinars, read through a blog or two or interacted with a LinkedIn post. These ‘invisible’ investors are not faceless apparitions. They’re real people determining whether your brand will be a perfect fit for their investment lifestyle using thorough due diligence.
If you’re waiting for all that to happen before sending them a pitch deck, you’re too late. This is why financial marketers must use all their domain expertise, resources, automation platforms and psychology smarts to build an ‘Investor Journey’ that presents the fund’s thought leadership in the best light, no matter if they’re new to your brand or a seasoned investor.
Whether a marketing team is a one-person show, made up of multiple creative and data technicians at a boutique or a large fund house with budgets to experiment with, these distilled techniques are essential to creating, distributing and analysing campaigns that engage investors and boost ROI.
Ready to become brilliant craftspeople for your fund? Step this way, and we hope you’ll find these tips useful for all future go-to market (GTM) planning.
