Published: 26 June, 2023

The Month in Digital Marketing for Finance – June 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 Tracking

Post of the Month

Cognito – The Cognito 2023 Communications Survey: The Future of Finance and Technology

The report uses material from a survey conducted by Cognito of more than 100 senior leaders at global organizations in financial services and related industries to understand their strategic and communications reporting. The survey included those who strictly work in communications and marketing, and those (including CEOs) who interact with these functions as part of a larger mandate. Respondents told us their views on where they plan on increasing and decreasing spend in marketing and communications, the role of artificial intelligence in improving delivery and how they are planning to react to unexpected events. Download the report to see all of the research, all with observations and commentary from a global slate of Cognito professionals. Download here


White Marble Consulting – The Investment Marketing Scoop: Focus on Account-Based Marketing

In an environment where marketing budgets are squeezed and under constant pressure, marketing functions are deliberately looking further down the funnel to where the combination of time, data and some investment can make a difference. Cue the rise and wider implementation of account-based marketing as a strategic approach focusing on a smaller number of targets to drive relevant product-related messaging. Read more

JPES Partners – Asset owners losing confidence in managers

It’s not been an easy twelve months for the asset management sector. A much-changed world – characterised by rising inflation and interest rates, geopolitical tension and growing regulatory pressures – has made for a markedly different environment for investment businesses and their clients to operate in. The benign markets of the last decade feel a long time ago.

In such an environment, it is critical to understand the key concerns, priorities and thinking facing asset managers’ underlying clients. It is on this basis that JPES Partners has conducted its annual asset owner survey – Looking Beyond Investment Returns: Assessing Asset Owner Priorities in 2023 – a major research initiative surveying the views of 32 UK pension schemes, charities, investment consultants, fiduciary managers, wealth managers and wholesale platforms who are collectively responsible for more than £800 billion of assets. Read more

ProFundCom Report – How To Boost AuM By Aligning Your Fund Distribution & Marketing Teams

When it comes to funds, alignment is good. Everyone who works at a fund – whether they are talking to clients, analysing data, handling payroll, or making the lunchtime sandwiches – should understand and appreciate the role of each department.Because when there is cooperation and alignment across a firm, it leads to a consequent boost in AuM. But this is easier said than done, as each department has its own responsibilities, priorities and aims, which often don’t align easily with that of other teams. And one area where this is particularly true – but where alignment is so desperately needed – is the relationship between the fund distribution and marketing teams. These two teams, both with the same ultimate aim of raising and retaining assets, often operate as separate silos. Although they are both working to achieve the same thing, they have a different stake in the process and can end up falling out and resenting the other. Download Report

Marketing Week – Digital beats offline as marketers’ most effective tool for brand building, survey finds

A higher number of marketers believe digital is effective at building brands than offline media, according to new data, in a significant shift of attitudes. The vast majority (86.7%) of the more than 1,300 brand-side marketers who completed Marketing Week’s second annual Language of Effectiveness survey, supported by Kantar, believe that digital channels for content and advertising are an effective tool for building brands compared to the 80.1% who think the same of offline media. This change in attitude from the established belief that digital is more effective for short-term results than longer-term brand building is being driven mainly by B2B marketers, the survey suggests. More than a third (38.3%) of B2B marketers say digital is ‘very effective’ at building brands compared with 34.9% of B2C marketers who believe the same. While B2C marketers (37.4%) are still more positive about the brand building capabilities of offline channels than their B2B counterparts (30.1%). 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 June 2023.

Hedge Fund Marketing and Hedge Fund Markeitng Automation

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

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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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