This is the third in a series of posts examining how funds can use CRM and digital marketing to raise assets in 2022.
In this article I’m going to touch on a vital, but sadly under-used weapon in the marketer’s armoury:
This is a series of valuable content pieces, which you send to prospects and clients via email.
And ‘valuable’ is the operative word here. It’s no good sending out straight sales emails, or ‘exciting announcements’ about new appointments and other guff that’s of no use or interest to anyone outside your firm.
Instead, these emails should be thought leadership content that positions you as an expert in your field. This sort of campaign is designed, as the name suggests, to nurture the recipient until they are persuaded to invest with you.
As any sale in the fund sector is significant, this won’t happen overnight. According to Harvard Business School, it takes 7 to 11 touches before you make a positive impact.
But to make life easier for yourself, you can automate these sequences and send them to certain segments of your database. You can have one for new prospects, one for new clients, one for clients with certain products etc etc – each one with relevant content for that segment.
To get the full benefit of nurture campaigns you must also start lead scoring, which means assigning points related to how people engage with your content. For example, by tracking emails, you can set a scoring system that gives points for positive actions – such as opening an email, clicking a link, downloading an attachment etc etc.
Then a certain number of points automatically pushes your leads into certain grades – the highest of which would be a sales-qualified lead, a genuinely hot prospect who is obviously ready for a conversation with your reps.
And the combination of nurture campaigns and lead scoring means that, when sales goes into your CRM, they can access a snapshot of sales-qualified leads and see exactly what each client and prospect is engaging with and what they’re interested in.
This process uncovers four incredibly valuable categories of people:
- Prospects who are highly engaged with your content and look at pretty much everything you send them – but haven’t yet spoken to sales. These people are low-hanging fruit who are ready to invest.
- Prospects who stopped looking at your content but have now started up again. These are people who possibly went elsewhere, but are now looking at your firm once more and could be ready to invest.
- Existing investors who are looking at content related to products they don’t currently hold, which points to a cross-selling opportunity
- Your current investors who have suddenly stopped looking at and engaging with your content. This is a red flag for a potential redemption, which could be stopped by a well-timed call from sales.
When your sales team have this information to hand, they have powerful information that can make all the difference in a conversation with a prospect or client.
But there is another automated sequence you can use to bring in assets, which deserves a piece all on its own. I’ll look at that in my fourth and final post in this series.
If you want to find out how ProFundCom can help you use digital marketing to raise assets schedule a demo here