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How Can You Use AI To Boost Cross-Selling In Fund Marketing?

Published: 3 June, 2021

Identifying cross-selling opportunities is vital in fund marketing, as investors who already know you and trust you with their money are far more likely to invest with you than a new prospect. AI can help you massively in this regard, as it is able to automatically detect existing investors within your system who may be ready to invest more.

AI can do this by tracking and analysing engagement, to identify which existing investors are showing an interest in content related to another fund, which is an obvious sign of a cross-selling opportunity. AI can also use this type of information to devise communication strategies that deliver personalised content and offers to drive an investor’s next interactions. This is by showing them material closely related to the additional funds they appear interested in, which gives a good chance that the process will eventually lead to a meaningful sales call. 

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