Published: 3 January, 2023

The Month in Digital Marketing for Finance – December 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

White Marble Marketing – 5 Investment Marketing trends we’re looking out for in 2023

As we look forward to the year ahead, it’s important to stay on top of the latest trends in the investment marketing industry. From collective confusion around ever-changing regulations to the continued growth of digital marketing strategies (who else has spent the last week testing out ChatGPT?), these are the trends that have defined the world of investment marketing in 2022. Whether you’re an investor, marketer or financial professional, it’s essential to stay informed and adapt to these changing trends in order to remain competitive and successful in the ever-evolving world of finance. So, without further ado, let’s take a look at our team’s predictions for next year. Read more


JPES research 2023: Asset managers slow ESG product launches, as scrutiny builds

The JPES Partners Investment Communications Trends Report 2022, which surveys communications professionals at asset management companies, found that 62% of asset managers are still planning to launch new, standalone ‘ESG’ products in the next 12 months, down from 89% a year earlier. This decline can largely be attributed to the fact that 25% of firms said any new solutions in this area would be through the conversion of existing, rather than new funds. Read more

Marketing Week – 2023 Winners – ‘Tip of the iceberg’: How Wickes used AI to drive £7m in incremental revenue

2022 marks the culmination of two years’ investment in behavioural science, machine learning and deep segmentation at home improvement brand Wickes. Praised for its innovative approach, the retailer swept the board at the Marketing Week Awards in November, winning the awards for Retail and Ecommerce, Best Use of Segmentation and the coveted Grand Prix. Read more

Peregrine – ESG in 2023: The Press Agenda

I predicted last year that we’d see more “scrutiny and accountability” from the press around sustainability. Then came the war. Coal plants re-started across Europe and countries struck deals for gas wherever it was available. We saw the press struggle to balance these changed circumstances with a genuine desire to hold companies and governments to account. Will this change? The war is very much an ongoing concern, triggering an energy crisis and exacerbating a looming recession. Climate may struggle to top the agenda. In absolute terms, media interest continued to surge. We saw growth in our research around sustainable themes when we reviewed these in the spring. There’s a continuing process, where the media move from general openness around sustainability stories to applying increasing judgement to individual initiatives. This will continue. Read more

ProFundCom Report – Using A CRM To Raise And Retain Assets – The Insider’s Guide 2023

Everyone in sales or marketing within a fund has one ultimate purpose: To raise and retain assets. There are many different roles and responsibilities involved in making that happen, but that’s the one and only goal of sales and marketing teams. Of course, it’s not easy. It’s a fiercely competitive and ever-changing sector, where the big beasts of the jungle – Blackrock, Vanguard et al. – take a large slice of the market. But there is one thing that can help you massively and get you ahead in the fight to win new clients and keep your existing ones:The CRM. A capable and functioning CRM is a money-making machine, as it helps you track the journey of prospects and existing clients so that you can understand their motivations, likes and dislikes. And this gives you the information you need to bring a new investor on board – or stop an existing client from walking out of the door. Is it easy to do? No. At least not without the right guidance. This report will give you an insight into how to use your CRM in the fight to raise and retain assets. At ProFundCom, we’ve been helping our clients with CRMs for two decades. And I’m going to delve into all that knowledge and experience to take you through the key points that you need to know to use your CRM effectively. Download report



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 December 2022.

Marketnig Automation Sentimement December 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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