Weak-signals in your Hedge Fund Marketing – did you hear it coming?
Many of us miss opportunities that are right in front of our eyes.
We’re so busy, so bombarded by data that we fail to spot weak, but significant, signals in our fund sales and marketing. These are signals from your contacts’ engagement with fact sheets, estimates and reports sent to them, which indicate a willingness to potentially review or at least keep an eye on your fund.
With everything that’s going on these weak signals are hard to spot and are almost a distraction, so how do you track:
Who is suddenly interested in your funds?
Who has stopped reading your information?
Where the cross-selling opportunities are?
However, missing out on these weak signals will ultimately cost you – weak they may be, but profitable they certainly can be!
Blood in the water
Some people are on the lookout for weak signals like a shark sniffing out injured prey many miles away. There are many attributes to these kind of people, but common traits are that they are focused, disciplined and have a process worked out based on the experience of success and failure. These weak signals remain almost undetectable to the untrained eye, but to they can provide exceptional results to the initiated amongst us. This group of marketers seem to have more than their fair share of luck, but in reality they have just improved their odds.
This is where tracking access to your digital marketing – websites, emails and fact sheets – comes in, as it allows the savvy hedge fund marketing professional to hone in on these weak signals. The detail that makes the difference is knowing as many answers to the following questions as possible:
Sales Intelligence
Which prospects are interested in which products?
Where are the cross-selling opportunities?
Which contacts are the best ones to target sales effort at?
Marketing Intelligence
What type of communication works?
How are contacts engaging with your communications?
What affects the success of a marketing campaign?
Too much data, not enough information
There are many email and communication tools (Campaign Master, iContact, DotMailer, ConstantContact) that flood you with data, but only one in the hedge fund space that breaks the information down by:
Fund or funds
Sales person
Strategy
Investor or prospect
… and then emails this information directly to your sales team.
The only specialist hedge fund marketing software that provides this level of detail is ProFundCom. For the first time the tracking of fact sheets, two-pagers, reports and estimate readership can be quantified and reported on to the point that even Google recognises the detail and granularity that ProFundCom provides.
