Published: 28 February, 2023

The Month in Digital Marketing for Finance – February 2023

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

Marketing Week – Brand diagnosis is the brand manager’s first job, so prioritise it

Marketers have lost sight of proper research into what drives brand successes and challenges, distracted by the lure of woolly ‘insight’. ‘Tis February and a virtual professor’s gaze turns towards April and the start of his online courses. Specifically, he gazes forlornly at module three of his Mini MBA in Brand Management, because there is the usual sparsity of material on the topic of brand diagnosis. I have curated wonderful optional materials around positioning, architecture, targeting, distinctive assets and the rest of the course. But there is never enough out there on how a brand manager does proper research on their brand each year to assess their success, learn from the past, work out the issues, set new benchmarks and ultimately start the process of brand planning from the right place. Read more



ProFundCom Report – Digital Marketing Review of Top 100 Hedge Funds 2023

Welcome to ProFundCom’s inaugural digital marketing review of the biggest 100 hedge funds in the world! These hedge funds may be top investment performers but how does their digital marketing stack up? We analysed their websites according to the accessibility of information and quality of engagement to see who’s coming out on top, and the results were surprising. Very few scored highly across our 10 criteria, with just five firms scoring over 80% and a staggering 30 firms scoring 20% or less. A few simple changes to digital strategy would bolster the scores across the board, ultimately widening reach and generating new leads. Download Report

White Marble Consulting – The Investment Marketing Scoop: Client data on the go

The collection and analysis of client data has become more scientific, thanks to the rise of digital marketing and the attribution that can therefore be applied to measuring engagement and ultimately ROI. Let’s assume this part of the process is covered off, leading us to the next question: how is this data being used, shared and presented to sales and client servicing teams to ensure that core insights are being effectively and actively pursued? Read more

JPES research: 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

Cognito Media – 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 – Six Quick Wins That Help Fund Marketers Raise And Retain AuM

Everybody likes a quick win – both in life and business. And although a lot of fund marketing is about long-term goals and focus, quick wins in our sector can have a speedy and significant impact if you approach them correctly. This is what this ProFundCom white paper is all about – the quick wins that can help your business now and give you a boost in the months ahead. We are going to cover the following:

• Campaign analytics
• Data aggregation
• Align with your sales team
• Integrated platforms
• Content creation strategies
• Marketing automations

After twenty years of helping clients with digital marketing, I’ve seen the dramatic effect these techniques can have when used properly. 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 February 2023.

Marketing Automation Sentiment February 2023


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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