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 […]

Too many managers ‘go-to-market’ without a plan

We frequently speak to fund managers that have already been actively marketing for some time, but have yet to gain much traction. Every manager has their own set of challenges to overcome in their quest to raise more capital, but one of these challenges can be attributed to a self-inflicted problem: ‘going-to-market’ without a strategic marketing plan. One can fall […]

Doing “What’s More Right” As An Asset Manager

Just a few days ago, Sears shut its doors permanently for its last store north of the American border. Sadly, the end of an era for one of the greatest success stories in American retail history. As recently as 50 years ago, the thick Sears catalog was every family’ go-to source for mail ordering anything from eyeglasses to bicycles, and, […]

Investment Managers Have No Windows

Investment Managers Have No Windows. All credit for this blog goes to Eli Combs.  Eli is one of the best fund raising specialists in the business: www.axisga.com. It was Eli who coined the phrase, “investment managers have no windows” – it is a particularly appropriate analogy for the hedge fund industry. He compares managers to car dealerships. I am assuming […]

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 […]