Crossing the Chasm in hedge fund marketing is finding investors that live outside your immediate network. It is getting in contact with people that are in your extended network. These are contacts that you email your fact sheets to or send invitation to events too, mainly out of a sense of duty but you never speak to them or have any idea if they are interested in what you have to offer….and if they know anyone who may be interested.
Investing in finding these prospects requires a process driven marketing approach and needs to be coupled with a sales model that looks at how contacts (who are not investors) are engaging with information relating to your fund or products.
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