Published: 24 July, 2021

The Month in Digital Marketing for Finance – August 2021

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

White Marble – Liontrust fail: Dented pride or taken in its stride?

Liontrust’s rampant asset gathering may generate a perception of unstoppable success, but even the King of the jungle has its weaknesses, says Esther Armstrong, marketing consultant at White Marble Marketing. Stellar performance from Liontrust in the second quarter of this year – continuing an upward trajectory of flows that has lasted the best part of a decade – suggests the Big Cat of the UK investment industry continues to be one of the leaders of the growth pack. Read more


ESG Investing and the Media – A Cognito Report

ESG investment has been rising rapidly across the globe, as investors see opportunities to make a difference, mitigate growing ESG risks, and tap into meaningful returns. This in turn has seen a rise in media coverage – by our estimate there was a 70% growth in coverage of ESG in 2020 in our global sample of influential media. With more virtual and physical column centimetres being devoted to topics in ESG, it’s more important than ever to have a communications and marketing strategy that makes sense. To provide insight and perspective, Cognito has spent the last two months conducting research on the sector. Download report

Marketing Week – Five ways to speed up creative projects between brands, agencies and partners

One of the most challenging parts about managing marketing, design and agency work is the internal-external collaboration flow between stakeholders. Many projects require a large amount of feedback outside of your immediate team, such as client projects, approval of product or design licensing use and more. Gathering feedback between internal creative teams and external stakeholders can be a chaotic process of monitoring commenting, change requests and new versions across email inboxes, chat threads and follow-ups. This process often leaves a lot to be desired when it comes to delivery deadlines and the client experience. There are several ways to more seamlessly incorporate external collaborators into the review process. Read more

ProFundCom – Fund Marketing; 5 Workflows to Effectively Target AuM

Planning out effective workflows can seem a little daunting but when done right, they are powerful tools that help fund marketers automate all kinds of business processes. Not all have to be complex and some of our clients have developed simple workflows that have been highly effective in targeting investment opportunities. What is important, though, is putting the work in at the very start to ensure that the workflow will deliver the outcomes you need. View replay



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 July 2021.


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


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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