The Month in Digital Marketing for Finance – March 2026
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.
Marketing Week – What B2B buyers say about you when you’re not in the room
Most B2B brands believe their positioning is clear. In peer forums, Slack groups and LinkedIn threads, buyers often describe them very differently.
Based on analysis of 7.2 million real B2B buyer conversations, Basis Global’s new report uncovers what actually shapes buying decisions and why most positioning breaks down under pressure.
Inside, you’ll discover:
Why 83% of buyer conversations contradict how brands position themselves
The seven drivers behind 90% of B2B buying decisions
Where deals stall, and the risks buyers raise before they say yes
How high-converting brands translate positioning into proof, risk mitigation and measurable outcomes
This isn’t survey data. It’s real buyer language from the moments that shape shortlists and final decisions.
ProFundCom – How Fund Marketing’s ‘Data Scientist’ Disguise Helps Target Sophisticated Investors
Recently you may have heard a lot of colleagues delving into the weeds of machine learning fundamentals. It’s not without reason. Even at hedge funds and private equity firms where person-to-person investor experiences have been the marker of excellence, the digitalisation of the financial world means there’s nowhere to hide from data science’s growing importance in sustaining engagement. And as we predicted at the start of the decade, fund managers that utilise it should see their marketing efforts differentiating themselves from the pack.
Given how many various marketing technologies (MarTech) are out there that promise so much, from tools to speed up onboarding to automating email surveys, some fund managers may fall into the trap of amassing a whole lot of niche marketing capabilities that do not gel together. With that, investor relations teams then risk targeting the wrong prospects, repeatedly sending the same communications, and generally sticking to their own asset-raising agendas like lone wolves, separate from the marketing function, to potentially diminishing capital.
Peregrine – Asset management marketing: how positioning drives performance.
It’s becoming harder to command attention. Audiences are expensive to reach, sceptical and time poor.
Yet some managers consistently cut through. Their advertising is more authentic, more relevant and more memorable than peers. The difference isn’t necessarily budget. Rather, it is the discipline of a strong central idea and the confidence to express it simply.
The artificial intelligence bubble feels fit to burst
Digitalisation has been lightning-fast this side of the millennium, and AI represents one of its most seismic underground to mainstream hits. It’s not just a talking point: it’s a data processing behemoth with a predictive analytical mind beyond comprehension.
So much so that an estimated $35 billion has been invested in fintech AI applications. The returns of which, however, have been diminishing. For all its positives for personalisation, automated outreach and data segmentation, funds are struggling to see how it empowers their marketers to set their offerings apart. Investment is a people’s industry requiring customer psychology, storytelling and relationship building to excel – areas where AI capability is constantly playing catch up.
Given these costly moves the financial industry has taken and the technology’s growing sophistication, AI is not going anywhere.
In this comprehensive report, we’ll cross-examine why firms are not currently harnessing its forecasted ‘revolutionary’ use, citing data quality, lack of expertise and contextual understanding, availability, over-reliance on automations, and ever-looming financial compliance, which are getting stricter with AI’s own legal hurdles.
Beyond the pitfalls that have claimed early adopters, we’ll also offer constructive ways to implement AI that do have proven marketing outcomes and leave room for the most powerful factor for decision-making: authentic, human creativity.
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 details 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
