The Month in Digital Marketing for Finance – December 2023
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.
Sentiment for the Month
Post of the Month
JPES Partners – Delivering effective communication strategies with Julian Samways
During his latest trip to the US, JPES Partners chair Julian Samways joined Robert Morier on the Dakota Live! Podcast to discuss the nuances of introducing and distributing investment strategies and services within the European market. Julian shares key insights from JPES Partners’ 2024 Asset Owner research, offering an insight into asset owner priorities and allocation strategies. This invaluable information provides a roadmap for industry professionals looking to stay ahead of the curve in an ever-evolving market landscape. Drawing on over three decades of experience in asset management, he shares insights into creating messaging that enhances marketing materials and positions firms as thought leaders in the investment sector.
Marketing Week – Ritson’s top 10 marketing moments of 2023
From Barbie’s brand extension and the Bud Light controversy to Tesla’s price drop and the rise of AI, Marketing Week’s trusted columnist reveals his biggest marketing moments of the year. It’s been a bit of a year. The headlines were varied and the takes have been hot. To help you make sense of it all, Mark Ritson has reflected on the last 12 months in his own inimitable way. He highlights the biggest, worst and most impactful marketing moments of 2023. So without further ado…Read more
ProFundCom Report – Five New Automations That Will Boost Your Fund Marketing
How do you do more with less? That’s the question facing most fund marketing teams, as the powers that be expect them to produce Rolls Royce results on Nissan Micra budgets. And this is especially true at present. Because when economic times are tough, two things happen: Tea and biscuits are removed from meetings. Marketing budgets are slashed. Yet, just as fund marketing teams are left with less money, they are charged with providing more value – as the pressure is on to drum up more business. So, the C-suite calls for better results, but with less investment money. And that’s a tricky position to be in. Happily, there is a way around this problem – and that’s to use the power of automations in your marketing. A good automation offers you a way out of the ‘how to do more with less’ conundrum – as when you’ve set it up and got it running, it takes minimal effort to manage. Yet, it can make a massive impact on your bottom line. In this report, I’m going to take you through five powerful automation that can boost your fund marketing – nurture campaigns, split testing, lead scoring, CRM automation, and preference centres. But first, let’s just take a look at where marketing sits within a fund – as this has relevance to one of the aims of automation, which is to prove the worth of your department. Download Report
White Marble Consulting – The UK Stewardship Code – the good, the bad and the ugly according to you, the signatories
In the summer of 2023 we embarked on a research project to give all asset manager signatories of the UK Stewardship Code the opportunity to share their thoughts, their challenges and their successes. We surveyed and interviewed representative from 43 firms, all of whom are actively involved in or leading their stewardship reporting, representing over £10.8 trillion AUM across Europe and the Americas (over a quarter of all AUM represented by the UK Stewardship Code signatories). Firstly, starting with the good. It was almost universally observed that the framework of the UK Stewardship Code submission has raised the standard of engagement, and the recording and reporting on engagement, across the industry. Read more
Bruce Frumerman – The Danger In Marketing Too Early To ‘Friends & Family’ — Who Aren’t
“I’m going to start by only marketing my new fund to friends and family,” the emerging manager said to me. My response was a question that had him pause for thought: Will they all be actual family members and actual personal friends? No, it turned out. Most of the people he was really planning to pitch to invest with him were people who work at the investment firm where he used to work, and people who he met over the years who were also in or affiliated with the money management industry. They were not, in fact, personal friends or family. And, importantly, few were even very close business colleagues. Most were just business acquaintances. 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 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
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
