Managing Pipeline Data? Look at Integrating Your MarTech Stack

At the start of a fund marketing planning stage, filling a sales pipeline may feel like a bit of a pipedream…

Unfortunately, buyer journeys guided by marketing campaigns are not linear. Teams are not Super Marios collecting coins along a set road; a go-to market funnel instead has to draw in multiple investors with different appetites, feed them content to keep them engaged, then reach out if they’re clearly keen to place money with your fund. This sales cycle can feel tiring and never-ending, even after you’ve gotten high-quality leads (which we’ve found to be a challenge for 90% of funds).

That’s where automated help comes in to “accelerate the pipeline”, essentially management speak for quickening investors’ initial interest to becoming actual asset-raisers.

Marketing automation is all about making each of your channels effective in distributing branded content, which entices nurturing opportunities that show up as visual data in a CRM. By sourcing these behaviours, salespeople, investor relations teams and marketers gain 360° views of interactions, knowing which investors to double down their efforts with. It saves valuable time, so long as the marketing technology stack is data-gathering as one fluid whole.

Understanding various digital paths becomes much more tangible using integrated data, no matter how abstract and ‘everything, everywhere, all at once’ that pipework may seem!

Knowing Who’s Who

The GTM funnel has to account for every digital interaction you receive: website analytics, search histories, and sign-ups for an event. That makes for one sprawling web. Manually, you’d never be able to find prospects with the highest potential.You’d be hitting them with cut-and-paste blanket messaging, fund ranges or content themes they have no interest in. That will not work for discerning investors that go out of their way to research multiple competitive funds.

Centralising the intel in one place like a CRM is a recommended strategy for the hyper-personalisation they’re hoping for (just like if you were eyeing up a pair of trainers online). Your system can be set up to find prospects according to ‘investor verifiers’: simple facts like their age, profession, demographics, location and lifestyle choices, but also their investing experience, attitudes to risk, or personal financial goals.

When you’ve laid out various personal tiers, CRMs can list digital users more likely to invest than others. If you conduct frequent personalised retargeting, such as triggered remails, this can speed up sales cycles when certain prospects bite.

Identifying Pipeline Movements

Data dashboards can identify all sorts of metrics, which is where the role of the marketer comes in. Quantitative measures are ultimately what can showcase whether targets are consistently looking at your fund’s marketing, rather than more wordy responses that aren’t easy to apply to ROI – a direct message enjoying your latest LinkedIn post, as one example.

Dashboards should track revenue-related indicators, as set up by the marketer, to pinpoint the results of digital marketing efforts across the pipeline, including organic search traffic, paid media analytics, inflow rates and lead attribution. But they can also help marketers mine further into individual profiles. These highly specific track records build an accurate picture for someone keen to invest, or the opposite!

Setting Integrations Into Action

These visualisation decks only work fluently when they’re fed with data from your entire fund marketing ecosystem. Traditional systems fail in separating their investor data, particularly since the MarTech boom has offered a glitzy range of specific use-case platforms. Instead, converting prospects from all stages in your sales funnel relies on all teams maintaining 24/7 visibility over the same data. With efficient single-source of truth workflows, it’s not just time that gets saved!

AI automation already operates in the digital marketing shadows to pull together data in a fraction of the time even a great analyst could. It draws together engagements linked from the CRM to social media profiles, investor portals, email marketing software, website forms, and so much more, identifying prospects clicking all around your channels.

With the technology’s next-level ability to crunch data, it can simply qualify warm leads via lead scores – thresholds which, when surpassed, can fast-track valuable opportunities into the laps of the sales team. Even lukewarm leads that may drop their regular activity, but return later, can be stored in a list for fund marketers to come back to. They may need to be retargeted more accurately according to metrics you’ve seen in their tracked data.

With such a sprawling base of prospects in the whole GTM pipeline – those you’re targeting, inbounds you do not expect, existing cross-sell opportunities – staying on top of them screams out for a central repository. That, coupled with automated tracking, lays data out clearly for marketers to see exactly who’s excited by which campaigns on which channels. It cuts out hundreds of hours wasted trying to hound inactive investors, and even shows which content formats or website UX areas to improve according to floundering or flourishing engagement rates.

With platform integrations, the potential to gain an AuM boost from anyone anywhere out in the digital world is huge. Even better, you’ll get to know exactly why they’re investing too, inspiring marketers to maintain high numbers of investors crossing the threshold into that integral sales funnel.

ProFundCom assist fund marketers to find and qualify high-quality prospective investors with tools specific to the financial industry:

• Lead Scoring and Qualification: Prioritise leads based on engagement levels and interactions through scoring and focus efforts on high-potential prospects.
• Automated Lead Nurturing: Set up automated lead nurturing workflows to engage with leads at different stages of the customer journey, delivering targeted content, follow-up emails, and personalised messages to drive conversions.
• Personalised Content Recommendations: Using data analytics and user behaviour tracking, ProFundCom can recommend bespoke content to website visitors and leads based on their interests and engagement history.
• Cross-Selling Opportunities: ProFundCom’s reporting capabilities highlight cross-selling opportunities by identifying when a prospect shows interest in additional products or services.
• Data Analytics and Reporting: Track the performance of lead generation campaigns, measure conversion rates, and analyse the effectiveness of their marketing strategies to monitor key metrics and optimise lead generation efforts for reliable results.