The Month in Digital Marketing for Finance – August 2025
The ProFundCom team has curated the best events, opinions, insights and resources relating to digital marketing from the previous month and looking forward to the month ahead. The team not only look to bring you the best articles for investment managers and hedge funds but also articles, in general, that marketers find useful.
Post of the Month
ProFundCom – 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.
Bruce Frumerman – When Your Service Provider Selection Can Create Asset Raising Problems
While back office service providers fill the necessary functions of everyday operations they do not do anything in their day-to-day work that can significantly improve a money management firm’s ability to raise assets. The opposite, however — creating asset raising problems — is a more likely possibility.
Investment boutiques need to select and work with, among others, prime brokers, accounting, fund admin and law firms, as well as IT management businesses supporting transaction processing, portfolio reporting and the like. Investment firm owners are often advised to select ‘name brand’ back office service providers. This often means the largest of service companies with the widest array of services and abilities; but pricing must be considered when taking those characteristics into mind. After all, particularly for the emerging manager, the ‘how much’ issue and the ‘who’ issue must be balanced.
Marketing Week – Creative people will be at the heart of marketing’s AI revolution
The last advertising revolution was not a creative one. In fact, creatives were pretty far from its epicentre. This one is, or at least could be if even more creative people embrace it.
AI puts the means of production into the hands of the people with the ideas – the creatives. If adtech democratised ad media, GenAI democratises ad creative.
The previous marketing revolution (the digital one) was more about media and tech than creative. Last time round creatives only played minor roles, and some even stood on the sidelines brandishing pitchforks.
But this time things are different. The underlying tech innovation will impact every part of the marketing industry, but some of the most profound changes will be in the creative part of it. And this time round there are plenty of creative people at the heart of the revolution.
Alpha Agency – The ugly truth is that looks matter
How do you get people to do what you want them to do? That’s goal of marketing, isn’t it? You want your target audience to engage, click, scroll, register, continue their journey and, ultimately, buy your product/service.
Given our recent series of articles looking at design (links at the bottom), if will likely come as no surprise that that is the answer: good, well-thought-through design.
Whether a webpage, brochure or other piece of marketing collateral, how things look will play as big a role as the underlying message itself. Arguably more, as we are living in a world with short, and rapidly shrinking, attention spans.
If it doesn’t look appealing, it is highly unlikely that someone will stick around long enough to fully digest the content.
The ProFundCom Digital Marketing Benchmark provides real-time access to all of ProFundCom’s digital marketing data from over the last 20 years, giving users the ability to compare how their marketing campaigns are performing versus sector peers. Further details of how other organisations are carrying out similar processes and the associated results are also available. The anonymised data is over 10 terabytes in size (which interestingly is the amount of data produced by the Hubble Space Telescope per year!) and will be split into different industry sectors as well as AuM. Access ProFundCom Benchmarking here
As a fund marketer, testing your email marketing campaigns on different devices and email clients is one of the most important tasks. Couple that with compliance, avoiding the JUNK folder, and avoiding getting added to blacklists. What most fund marketers have found is that generic mailing platforms just don’t have that ability. Whilst ProFundCom has this built into our platform, we have made this available as a free service if you are a financial marketer. If you provide us with the HTML in the form below we will run the following tests on the email
Instant Previews – Instantly see how your email will appear on over 70 different email clients Instant Blacklist Report – See whether your sending address is blacklisted on popular domain blacklists Instant SPAM Check – Rate how likely your email will end up in Junk folders Instant Compliance – Compare your email’s content against compliance heuristics
