How to Free Up Time to Craft Excellent Digital Investor Experiences
Losing time is more than just a personal bugbear. When fund marketers get pulled in all manner of directions, reactive work is wasteful compared to the hours needed to enhance investor experiences. Ultimately, it stalls efforts to raise AuM.
Beyond tough economic times, marketers have enough on their plates in planning a go-to market (GTM) strategy: constructing content to generate demand and brand awareness, and assessing its success in drawing in new business. On top of that, choosing new marketing technologies or devising creative ways to boost engagement can be as infamously lengthy as the sales cycles in the financial world. Patience is required when ‘hand holding’ some investors towards the end of their buyer journey.
Even listing those mammoth tasks is exhaustive – and that’s without mentioning the looming cloud of the C-suite’s expectations for quarterly results! The great news is that digital channels can shave the hours required of marketers, from the strategic planning phase through to execution. It just involves taking a step back and seeing what works best for your team.
Reclaiming Time Is A Consistent Habit
Successful fund marketers that construct performant nurture campaigns tend to share distinct traits, all of which we have covered in this guide. Mostly, they’re able to get the most efficient output from what they have. It’s a ‘less is more’ situation that carefully considers the key roles of web pages, social media channels, and email automation software to publicise content while limiting the number of workflows multiple fund departments should follow to help nurture investors.
Fund managers do not have the luxury of time to rehaul every digital channel in a bid to achieve the time-to-value required from the powers that be. Instead, getting processes, platforms, and people aligned from the get-go can make sure daily activities are not unnecessarily spent on the wrong tasks, as follows:
Think ahead: all marketing campaigns should be constructed with a desired outcome in mind – e.g. greater daily web traffic, better brand awareness in certain regions, better event attendance, or more sales.
Keep a repository: having a well mapped-out ‘hub’ for your marketing materials (including assets or full documents) not only ensures that there is consistency, but also that the right content can be found quickly to be used in any personalised communications by marketing or investor relations teams.
Recycle content: thinking of the ‘next big thing’ to increase AUM is great, so long as you can continue to nurture investor interests. This can be achieved through repurposing long-form content into snippets, graphics, videos, social posts, and roundup emails.
Centralise communications: maintaining a calendar with clearly defined tasks outlines which departments are responsible for each step of the GTM roadmap. Project management tools such as Monday are also useful (or a simple Excel sheet) to streamline schedules for editing, distributing and analysing content and ensuring that there is no overlap.
Integrate larger systems: CRMs are the holy grail for tracking all outreach and investor engagement data, making sure that no messaging gets repeated – which can irritate investors more than the fund found guilty of it!
The Next Stage: AI and Automations
90% of marketers believe that administrative tasks should be minimised in favour of developing creative strategies, which will never happen if you’re spending your time manually posting on LinkedIn or fixing a factsheet that hasn’t been designed as a great-looking template. This is where automations of all shapes and sizes come in to set the demand generation and analytics cogs of a GTM into motion.
Drip campaigns can be triggered to go out at time intervals that don’t bug investors. Instead, they gift their inboxes with personalised content to pique interest in a new blog or whitepaper. Automations also allow marketers to try out different drip campaigns in tandem and compare how various personas will react to customised journeys or offerings.
The success of nurture campaigns results in better sales efforts, which can always be improved by automatically segmenting prospects in line with their engagement data, indicative of their investment appetite. Automations can scan through every touchpoint from a portal sign-up to a social reshare, then qualify them as a hot lead if they pass a certain threshold. When marketing feeds relationship managers the right prospects exactly when they need it, time gets spent on the most engaged investors with less wasted hours on those not paying the fund much attention.
AI automations act as helpful foot soldiers. Instead of bursting the limited bank on a new platform, AI add-ons run independently to track link interactions whenever and wherever they occur, map a user’s path in real-time and self-correct themselves to improve outputs, much like an organic A/B test. Proving the value of the GTM strategy in upping assets is far more obvious when AI compiles report-ready data in a fraction of the time it would take even the most experienced data analyst.
Winning investment in as short a time as possible is on every fund’s mind, but it all starts with defined goals and the automations to help achieve them. We have seen those that adopt automated systems increase assets quicker, and improve their sales and marketing workflows for better efficiency and better investor experiences to boot.
ProFundCom help fund marketers manage their time more efficiently through automation features that streamline repetitive tasks and optimise marketing workflows:
Automated Email Campaigns: Set up automated email campaigns triggered by specific actions or events (such as website visits, form submissions, or lead scoring) to help nurture leads, engage with clients, and maintain communication without manual intervention.
Lead Nurturing Workflows: Automate the process of moving leads through the sales funnel by setting up workflows that deliver targeted content based on lead behaviour and ensure consistent follow-ups.
Scheduled Content Delivery: Send content across multiple channels, including email, social media, and websites, and pre-schedule campaigns and posts to maintain a consistent presence online and reach audiences at optimal times.
Personalised Messaging: Tailor messaging and content based on user preferences, engagement history, and segmentation criteria. Automated personalisation helps deliver relevant and targeted messages without manual customisation.
Lead Scoring and Alerts: Automatically assign scores to leads based on their interactions and engagement levels. Marketers can set up alerts to notify them when leads reach a certain score, enabling timely follow-up and prioritisation of high-potential leads.
Data Management and Reporting: Centralise customer data, track engagement metrics, and generate automated reports to save time on data analysis and reporting and focus on strategic decision-making and campaign optimisation.
If you’d like to find out more, get in contact with our team today!
