Published: 29 April, 2021

The Month in Digital Marketing for Finance – May 2021

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

White Marble Marketing – What’s in a name?

The launch of the Abrdn rebrand has created quite the stir. If reaction was what they were going for, reaction they got! Everyone is talking about it, without fail it has come up in every one of my client meetings over the past two days. Read more


Savvy Investor – Investment Content Quarterly Q2 2021

Savvy Investor’s latest Investment Content Quarterly (ICQ) for Q2 2021, provides unique insights and market intelligence viewpoints, derived from our own data and observations. Designed to help investment marketers better understand content trends and assist them in developing their content strategy, this report includes a list of the Top 100 white papers from the Savvy Investor platform and a granular analysis of views and topic popularity. Read more

Marketing Week – Customer acquisition is the only viable growth strategy in B2B, says Ehrenberg-Bass’s Romaniuk

The majority of B2B marketers believe brands grow through customer loyalty rather than customer acquisition, but that couldn’t be further from the truth, according to a major new study by Ehrenberg-Bass Institute’s Professor Jenni Romaniuk. Read more

Bruce Frumerman – Portfolio Managers – Are you getting your investors car sick?

Most sophisticated institutional investors, from family offices on up, put in due diligence time and effort when considering whether to make an allocation to an investment strategy offered to them. In our experience, we have found that all investment management firm owners marketing to such investors understand that performance and pedigree are among the factors that are going to be considered. Far fewer recognize that detail about their investment process is going to be discussed, debated and voted on at the investment committee level. And fewer still understand the importance of defining and communicating portfolio characteristics. Read more

Opalesque – Quantumrock: where AI pays

We have been reporting since the beginning of the pandemic on an artificial intelligence program called VSOP, which runs an equity tail hedge strategy. And for good reasons; it finished 2020 up more than 30%, and it is still on a roll with a Q1-2021 performance of +2.77%.  VSOP is managed by Quantumrock, a German hedge fund manager. “We are convinced that artificial intelligence (AI) will be a key driver of exceptional performance in asset management,” Quantumrock’s Nadine Korehnke tells Opalesque. “Already today, we can attribute a significant part of our positive performance to AI technologies. 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 April 2021.

What Was the Marketing Sentiment for Asset Managers, Wealth Managers and Hedge Funds in April 2021?

For more details on this month’s market sentiment click here


Free Tools

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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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