Hedge Fund Blogs From HedgeCo.Net


Category Archives: advertising

Stop marketing to robots…

Alternative investment managers need to stop marketing to robots. You should be thankful that allocators have not yet been fully converted to cyborgs. If that were the case, a massive algorithm that would sort through the madness and a very small group of managers would receive all the capital. And I think we would all agree that this would be […]

What We Learned About Fund Marketing in 2017

The following is a rapid-fire account of what we learned about fund marketing in 2017. We hope it helps inform your efforts in 2018. In no particular order: There is the general sentiment that things are changing.   Value is attached to marketing technology. (Managers are beginning to realize that the awkward use of a CRM system is suboptimal.)   […]

The Marketing-Sales Ratio

The marketing : sales ratio has evolved over the past couple of decades. This isn’t something limited to certain industries, but is very much a universal phenomenon.   What this ratio used to look like:     Previously, marketing played a relatively small role in the sales cycle; it was the sales representative’s job to educate, to inform, to generate […]

The Single-Malt Hedge Fund

Combining a Great Strategy with a Strong Brand There’s a high concentration of Scotch distilleries in Scotland: over 100 fully-licensed operations on an island with a population of < 5.5M people. To put it in perspective, there are more Scotch whisky distilleries than there are McDonald’s outlets in Scotland. On top of that, there are plenty more start-up distilleries entering […]

The Best Sales Training Story… Ever

Have you watched The Wolf of Wall Street? There’s a scene in the movie where someone is asked to sell a pen. My story also involves a pen. This happened long before the movie came out. I was a young punk who thought he knew more than he did.  (Some would argue that the only difference between then and now […]

Liar Liar

I have been lying to clients for years – and now I am coming clean. Hi. My name is JD…and I am a liar. These are my colleagues – and they are liars, too. They are just too ashamed to admit it. Man, it feels good to get that off my chest! If this were one of those “little white” […]

What The Marketing Books Don’t Say…

To begin, you need to be prepared to relinquish some control. Nothing happens without the social participation, and you will surely encounter opinions that differ from your own. You can’t control this. People will say offensive, negative and inaccurate things. Don’t respond. You can’t win. If you make a mistake, respond immediately, and be respectful. In a way, brands are […]

The Future Is Now

Visit any car dealership now and you’ll see 2018 cars everywhere. Cars surely aren’t bending the space-time continuum. What gives? By law, a car can be titled ‘2018’ as early as Jan 1, 2017. There have been instances where cars were launched as early as January the year before, but only on very rare occasions. Most of the time, end-Q3 […]

Marketing Risk Versus Investment Risk: A Manager’s Perspective

Hedge Fund managers risk millions, if not billions, of dollars every day. To better the world? Hardly. It is a business, and like any other business, they are out for profits. If we were ruling out altruistic motivations, which more often than not we can, logic would dictate that a manager would optimize risk to maximize the profitability of the […]

Marketing Decks and Mental Impressions

Asset managers overestimate the time and attention people invest in their marketing decks.   Case in point, upon initial review, will anyone recall the stages of your investment process or intricacies of your investment strategy… doubtful. But that’s not the objective is it? The goal, after a quick thumb through, is for someone to walk away with a mental imprint […]