Published: 28 June, 2020

How To Use Fund Marketing Metrics In A Post-COVID World

Your metrics – how you measure success – is a major part of sales and marketing. You must measure your digital fund marketing campaigns to see which are, and are not, working well. And with digital marketing more important than ever – thanks to the rise in homeworking – it’s more vital than ever to know where to concentrate your firepower.

It’s important to know how well content is being received by investors, but also which channels – social, web, email, etc – are working best, which products are most popular, and which areas of the world are most receptive to your marketing. You can best present all these metrics through digital dashboards, to enable an easy online view of trends – something that’s increasingly important with teams now working remotely. But the metrics and dashboards aren’t enough on their own – they are just a guide. For them to have any use, both sales and marketing must come together to analyse trends and decide on how best to move forward. Metrics make little sense when viewed solely through a sales or marketing prism, so you must take a holistic view – and both teams need to understand the impact they have on the other. This may mean ditching the entrenched positions that see so many sales and marketing teams work independently of each other – but that is only for the best. Metrics are also a useful gauge of performance in relation to competitors. For example, by benchmarking AuM you can see how your fund is performing in relation to the wider asset management market.

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