The Month in Digital Marketing for Finance – April 2025
The ProFundCom team has curated the best events, opinions, insights and resources relating to digital marketing from the previous month and looking forward 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.
Post of the Month
FMC Alpha – Five steps to achieving marketing team harmony
As “doing the same (or more) marketing with less” embeds itself as the unofficial mantra of the asset management industry, many team leaders are looking to their operating model for answers.
Some conversations we’ve had from clients in recent weeks:
How can I best structure my team and allocate resources to not solely get the job done but to do it effectively and efficiently and have some time left for evolution and innovation?
Are centres of excellence the solution, or do they create greater silos within my team?
Could I use growth and retention as a device to structure my team and allocate resources to ensure client experience sits at the heart of everything we do?
There comes a time in every marketing leader’s career that they may want to revisit the structure of their team – whether new to the role or recently appointed. Maybe they feel their current set up is failing to deliver what is expected by the business, or they are concerned by the harried looks on the faces of even their top talent. Whatever the motivation, once the seed is sown that a restructure could help, the next question is usually: “Where do I start?”
Re-engagement campaigns are crucial because they help businesses revive inactive subscribers and retain investors, which is often more cost-effective than acquiring new ones. These campaigns can improve ROI, increase deliverability, provide valuable data insights, and strengthen relationships with investors. Read more
Marketing Week – ‘Bring evidence to the table’: Marketers on the case for brand investment
Marketing teams are under mounting pressure to deliver results on shrinking budgets, as economic uncertainty continues to put budgets under scrutiny. So, how can marketers prove the value of spending, especially on brand building, when leadership wants fast, low-cost wins? In the latest edition of Marketing Week’s webinar series The Lowdown, editor-in-chief Russell Parsons was joined by Jo McClintock, vice-president of brand and marketing at Trainline, Matt Knight, commercial director of Laithwaites Wine and Dan Roche, CMO of Workbooks CRM, to discuss how marketers can unlock more investment in brand. Read more
FMC Alpha – Where investment content marketers can use AI right now
There’s no denying AI’s impact on financial services. We are seeing firms set lofty ambitions and take great steps forward. At the end of the day, though, there’s often still a large gap between high-level strategic talk and tactical, day-to-day implementation. For investment marketing content in particular, our clients have long spoken about wanting to implement AI for greater efficiency. Coming off years of constrained resources and reduced team sizes, these content marketers are yearning for a tool that can create greater bandwidth and efficiency in their roles, so they can then devote more time to strategic, truly human tasks – AI’s supposed biggest benefit. Read more
Cognito – Demystifying Agentic AI and Finding the Real Stories Behind the Hype
In this episode of Cogcast, host Larissa Padden speaks with Esther Shittu, an AI News Writer for TechTarget. Esther shares her journey from TV production to tech journalism and explains what PR professionals need to know about the evolving AI landscape. She breaks down the concept of agentic AI in simple terms, discusses what stories currently interest her, and reveals how to pitch effectively in the crowded AI media space. Esther also provides insight into common AI misconceptions and shares details about her podcast ventures, including her journey as the host of the Targeting AI Podcast and her upcoming personal project for working mothers launching June 2nd, Busy Moms Get it Done. Read more
Bruce Frumerman – How To Make Investor Allocations Sticker By Improving Client Experience
Money management firm owners often find they need to allocate more time, effort and funds than they initially thought they could get away with for carrying out asset raising efforts that would be good enough to out-market competitors and win over sophisticated investors. Attracting investors, however, is just one part of the investor base equation. The other is investor retention. Not all investor types are created equal. Some are much more valuable to your firm and fund. As opposed to performance chasing investors — where when your performance drops by a quartile, they pull their allocation — sticky asset investors are worth their weight in gold. The greater the percentage of sticky asset investors that you can attract and retain, the more stable your investor base (and revenues). Read more
Resources
Benchmarking
The ProFundCom Digital Marketing Benchmark provides real-time access to all of ProFundCom’s digital marketing data from over the last 20 years, giving users the ability to compare how their marketing campaigns are performing versus sector peers. Further details 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
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
