The Month in Digital Marketing for Finance – November 2022
Published: 26 November, 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.
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
Features
Marketing Week – What I’ve learnt from the mistakes I’ve made this year
As the river of life rushes past us, in a torrent of new challenges and campaigns, it’s inevitable that mistakes happen and failure occurs, alongside the delight of achieving great success and enviable triumph. While it is natural to dwell on the past, the truth is the water of our efforts has literally gone under the bridge. There is a maxim that ‘no one ever treads in the same river twice’. I wish I’d known that earlier in my career. Read more
Peregrine – Brand Strategy – Why direction is more important than speed
In a world obsessed with speed, this is a fundamental observation. Most brands are more concerned with growing instead of taking the time to assess their direction of travel. As we’re now seeing, for every Manager with a solid brand strategy there are dozens whose only strategy was growth. And as the tide of cheap capital recedes, many are left exposed. If only they had had a set of guiding principles Read more
White Marble – US Quarterly Trends Report: Q3
2022 saw the S&P 500’s worst start to the financial year since 1970 and those hoping Q3 would offer some respite were sorely disappointed. Thanks to, amongst others, skyrocketing inflation, the Russia/Ukraine war and the tightening of Fed policies. Estimates of economic growth have also been declining in recent weeks as inflation remains high and economic indicators, including consumer spending and confidence, and the property market have all declined. Furthermore, debates around anti-ESG investing have accelerated as wealth managers and markets alike aim to navigate the murky waters of the investor landscape. This latest Quarterly Trends Report examines four key trends, providing financial marketers with a comprehensive outline and key considerations as we head towards the end of the year. Read more
ProFundCom Report – Using A CRM To Raise And Retain Assets – The Insider’s Guide 2022
Everyone in sales or marketing within a fund has one ultimate purpose: To raise and retain assets. There are many different roles and responsibilities involved in making that happen, but that’s the one and only goal of sales and marketing teams. Of course, it’s not easy. It’s a fiercely competitive and ever-changing sector, where the big beasts of the jungle – Blackrock, Vanguard et al. – take a large slice of the market. But there is one thing that can help you massively and get you ahead in the fight to win new clients and keep your existing ones:The CRM. A capable and functioning CRM is a money-making machine, as it helps you track the journey of prospects and existing clients so that you can understand their motivations, likes and dislikes. And this gives you the information you need to bring a new investor on board – or stop an existing client from walking out of the door. Is it easy to do? No. At least not without the right guidance. This report will give you an insight into how to use your CRM in the fight to raise and retain assets. At ProFundCom, we’ve been helping our clients with CRMs for two decades. And I’m going to delve into all that knowledge and experience to take you through the key points that you need to know to use your CRM effectively. Download report
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
Resources
Benchmarking
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 November 2022.
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
