Published: 31 July, 2022

The Month in Digital Marketing for Finance – July 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

ProFundCom – The Seven Practices Of Highly Successful Fund Marketers

Every profession and sector has its leaders – those who blaze a trail that others try and follow. And fund marketing is no different. Some companies and individuals seemingly have the ‘magic touch’ that draws in new investors and encourages existing clients to stay longer and invest more. How do they do it? The truth is there’s no magic about it. Effective fund marketing doesn’t require any particular ability or specialist knowledge. What it does require is an appetite for hard work, having the right tech for the job, and the willingness to follow some fundamental principles that guide success. Read more


White Marble – Does your brand pass the personality test? (Social media edition)

Personality is everything, and yes I mean EVERYTHING. If books didn’t have personality, you wouldn’t read them. If films didn’t have personality, you wouldn’t watch them. If people didn’t have personality, you’d probably spend most of your life trying to avoid them. The same applies to social media. No one is going to bother reading or engaging with your posts if you can’t demonstrate personality through your social channels. Read more

Marketing Week – Introducing the ‘marketing sandwich’. The perfect metaphor for the long versus short debate

Think of marketing as a sandwich, with the bread representing brand building and the filling performance marketing. Separately they do a job, but the true magic only happens when they come together. When I was interviewing a head of brand to join my team recently, one of the reasons she gave for wanting the position was “to work with a career marketer”. Her last boss was apparently something of a ‘marketer-by-accident’. You know the type: bright, analytical, product-centric, but sadly creatively inert, with little courage or conviction. Zero experience in building a brand. A good friend to finance though. Read more

Peregrine Communication – Finding the White Space in ESG

Since the outbreak of the Covid-19 pandemic in 2020, interest in Environmental, Social and Governance (ESG) investing has surged, with many asset managers scrambling to communicate around how they manage ESG risks and the positive impact of their investments. Yet, as we move into 2022 questions have begun to emerge about the validity of ESG investing. Russia’s invasion of Ukraine has raised concerns around Europe’s continued dependence on fossil fuels, whilst the ‘damning’ findings of the latest IPCC report have stirred fresh debate on the impact asset managers are having on the transition to net-zero. Read more

Cognito – Diversity: More Than a Badge of Honour

Handling corporate messages relating to diversity and inclusion is a sensitive process. Diversity, by nature, is a very personal subject, especially so for those whom encounter issues relating to it. For-profit corporations—no matter how considerate—are structured to offer legal and commercial benefits to their owners, and thus must consider what they have done to earn the right to lead conversations on diversity.  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 July 2022.

Market Sentiment for Hedge Funds | Asset Managers | Wealth Management | Investment Management


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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