The Month in Digital Marketing for Finance – October 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 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
Features
Marketing Week – Outsmarting recession: The only way to protect marketing is to be data-driven
As the cost of living crisis deepens, research from Retail Economics conducted in collaboration with HyperJar predicts that £12bn of discretionary spend will be wiped from household budgets, with low to middle-income households the most impacted. Disposable cash after paying for essentials will fall for the average family by almost 6.5%, having a direct impact on both demand and choice. The challenging economic situation, global conflicts, inflation and the still-felt aftermath of the pandemic have thrown many businesses into recessionary mode, cycling through replanning, budget reallocations and close monitoring of revenue trends. It’s understandable. The first instinct in periods of economic downturn is often to question unnecessary spending. And whilst great headway has been made in understanding advertising’s role as it relates to profitability in recent years, marketing and advertising budgets are still seen as discretionary in many cases. 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 – The foundations of building a brand
Brand. It’s something marketers talk about. A lot. But what makes a brand strong? Is it simply the colours, logo and website? Or is it the products you offer, how your capabilities add value to your clients, how you service clients and how you communicate with them? I would say it’s all of the above and much more. How do you begin to shape a great brand? It’s similar to building. Getting the structure and foundations right can form the basis for a strong and successful brand. Read more
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 October 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
