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.)
- Video isn’t an oddity anymore.
- What use to happen over 10 conversations, now takes 100 conversations.
- Allocators are much more informed.
- Relationships still matter.
- In the right circumstances, a good placement agent is invaluable.
- Marketing decks are slowly starting to lose their luster.
- Texts are beginning to overtake phone calls.
- Email marketing is still the most effective form of marketing within the alternative investment sector.
- Nothing is more effective than emailing an audience once a month for two years, best start now.
- Hedge funds are no longer glamorous.
- Private Equity is cool, for now.
- Allocators invest in people, not strategies.
- Good design and good aesthetics are important.
- Allocators would rather review a well thought out website than talk to you.
- Allocators want to receive information in digestible sound bites.
- For larger managers, building brand is as important as performing.
- There are no excuses for being a poor marketer.
By Kyle Dunn