Published: 2 May, 2022

The Month in Digital Marketing for Finance – April 2022

The ProFundCom team has curated the best events, opinions, insights and resources relating to digital marketing from the previous month as well as looking forwards to the month ahead. The team not only look to bring you the best articles for investment managers and hedge funds but also articles, in general, that marketers find useful.

Sentiment Tracking

Post of the Month

ProFundCom – The Seven Practices Of Highly Successful Fund Marketers

Every profession and sector has its leaders – those who blaze a trail that others try and follow. And fund marketing is no different. There are companies and individuals that seemingly have the ‘magic touch’ that draws in new investors and encourages existing clients to stay longer and invest more. How do they do it? The truth is there’s no magic about it. Effective fund marketing doesn’t require any particular ability or specialist knowledge. What it does require is an appetite for hard work, having the right tech for the job, and the willingness to follow some fundamental principles that guide success. During twenty years in this business, I have seen that the most successful fund marketers adhere to seven distinct practices that, when they are done well, both stimulate and sustain growth.

In this report, I’m going to reveal and unpack each one and tell you what you must do to follow these practices and enjoy the same success as the leaders in our industry. Read more


White Marble – Launching a lead generation pilot – part 1 – journey mapping

Lead generation is powerful. What better way to demonstrate the value of your marketing efforts than by generating fresh leads for your sales team out of (seemingly) thin air? The power of marketing has always been hampered by the limitations of attribution. Lead generation campaigns – combined with lead scoring – aim to draw a direct line between marketing efforts and new business won. It’s understandable that many marketing teams are eager to sink their teeth into such an exciting initiative. Read more

Marketing Week – Think laterally to get the most out of behavioural science

Subtle signals can create positive perceptions of your products, without needing to hammer home their benefits in less trusted advertising messages. Have you noticed more electric cars on the road recently? Part of that is due to a clever government initiative. In December 2020, the Department for Transport copied their counterparts in Norway and introduced distinctive green number plates for electric cars. Prior to this intervention, electric cars were indistinguishable from their petrol or diesel equivalents. Unless you were a petrolhead, attuned to the slightest differences in design, you would have struggled to spot them. That invisibility meant that many people underestimated their prevalence. Read more

Peregrine – Drawing Parallels Between Operations & Integrated Marketing Communications – Blackstone vs Brookfield

Clearly, we will have to wait to see how Brookfield’s major operational pivot impacts their battle with Blackstone to become the first trillion-dollar Alts firm. In the meantime, Brookfield may wish to reconsider the effectiveness of its integrated marketing communications activities. Read more

Cognito – Why financial brands are diving into the influencer market

Goldman Sachs, the bluest of blue chips, is investing in the influencer market.The news that the investment bank has hired a vice president to focus on social media and cultivating influencer relationships made it official – this will be the year of business to business influence online. Last year influencer marketing-related services and companies grew by 26%. The industry could reach $16.4b in 2022. Most of this strong growth comes from brands experimenting with new ways to reach customers during the pandemic. Even the stogiest of companies is realizing that they need to adopt new strategies to target evolving audiences. Read more



The ProFundCom Digital Marketing Benchmark provides real-time access to all of ProFundCom’s digital marketing data from over the last 15 years, giving users the ability to compare how their marketing campaigns are performing versus sector peers. Further detail of how other organisations are carrying out similar processes and the associated results are also available. The anonymised data is over 10 terabytes in size (which interestingly is the amount of data produced by the Hubble Space Telescope per year!) and will be split into different industry sectors as well as AuM. Access ProFundCom Benchmarking here

Market Sentiment

The chart below shows the sentiment across the main financial sectors in March 2022.

What Was the Marketing Sentiment for Asset Managers, Wealth Managers and Hedge Funds in March 2022?


For more details on this month’s market sentiment click here

ProFundCom Whitepapers

ProFundCom Free Tools

As a fund marketer, testing your email marketing campaigns on different devices and email clients is one of the most important tasks. Couple that with compliance, avoiding the JUNK folder, and avoiding getting added to blacklists. What most fund marketers have found is that generic mailing platforms just don’t have that ability. Whilst ProFundCom has this built into our platform, we have made this available as a free service if you are a financial marketer. If you provide us with the HTML in the form below we will run the following tests on the email

Instant Previews – Instantly see how your email will appear on over 70 different email clients
Instant Blacklist Report – See whether your sending address is blacklisted on popular domain blacklists
Instant SPAM Check – Rate how likely your email will end up in Junk folders
Instant Compliance – Compare your email’s content against compliance heuristics

If you want to find out how ProFundCom can help you use digital marketing to raise assets schedule a demo here

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