With fund marketing reporting, you must ensure you report on factors that can make a real difference to your sales and marketing teams, such as prospect and investor engagement. This means, for example, prospects who have suddenly started reading your content, and those who are most actively reading what you put out there.
But marketing teams often make the mistake of relying too much on dashboards for reporting. You must be careful with these, as they are notorious for telling people a lot about very little. They are only as useful as what they are reporting on, so you must concentrate on the sort of information that identifies people who may be ready to invest with you. Reporting can also be very helpful in terms of cross-selling opportunities, as you can identify investors who are reading about new funds and products. Equally, you can report on clients who have stopped reading your content, which could suggest they are ready to leave – and that a well-timed call from sales could be necessary to try and retain funds. But for reporting to be effective, it must be consistent – so you can develop actionable insights based on a specific set of metrics. Flitting about between different metrics is of little use, as you can’t build on anything. You should only report on data that can result in raising and retaining AuM, and track this through into lead scoring, which can bring you to the perfect point to make contact. This means prospects are effectively qualifying themselves, which presents a huge increase in efficiencies.
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