Let’s get one thing straight: we’re not trying to snatch commissions from your sales team. But it’s time to face a simple truth—marketing is the new sales. Yep, we said it. And if you’re a firm in the alternative investment space, understanding why this shift matters could be the difference between a packed pipeline and radio silence.
Now, before the traditionalists start sweating, we’re not suggesting sales is obsolete. Quite the opposite, actually. Sales is still crucial. But the way prospects are sold to? That’s evolved. The days of cold calls and lunch meetings doing all the heavy lifting are long gone. Today’s sales process starts long before a salesperson ever picks up the phone. It begins when advisors type your firm’s name into Google or scroll through LinkedIn. And what are they finding when they do?
That’s where marketing steps in—and why it’s now pulling serious weight in the sales process.
Why Your Marketing Is Already Selling for You (Whether You Realize It or Not)
Think about your own buying behavior for a moment. Whether you’re buying something as small as sunglasses or as big as a car, you don’t leap in blind. You research. You compare. You read reviews. You size up the players. Before you ever visit a website or talk to a salesperson, you already have opinions and preferences shaped by the information you’ve consumed.
Guess what? Financial advisors are no different.
In the alternative investment space, where countless firms are offering seemingly similar solutions, advisors aren’t just waiting around for your sales team to call. They’re actively researching. And if your firm isn’t telling a clear, compelling story through your marketing—well, you’re handing that first impression to your competitors.
This is why we say marketing is the new sales. It sets the stage, builds the narrative, and paves the way for meaningful engagement. Without strategic marketing doing the groundwork, your sales team is stuck playing catch-up in a game they should already be leading.
Storytelling: Your Secret Weapon in a Saturated Market
Here’s the thing about alternative investments: the offerings often feel like variations on a theme. Which makes it all too easy for advisors to lump firms together in their minds. The differentiator? Your story.
The firms that stand out—the ones advisors remember and reach out to—are the ones who’ve taken control of their story and told it well. Not in a dry, bullet-pointed fact sheet. But through marketing that connects the dots, highlights their value, and makes advisors think, “Hey, I want to learn more about these guys.”
This is where most firms fall short. They rely on sales conversations alone to tell their story. But by the time a salesperson steps in, the advisor’s already made up their mind—based on the marketing (or lack thereof) they encountered first.
At Marketing Intent, storytelling isn’t fluff. It’s strategy. We help firms sharpen their narrative, package it in advisor-friendly formats, and make sure it’s front and center long before a sales pitch ever happens. Because that’s how you create the right conditions for sales to thrive.
Marketing is The New Sales: It’s More Than a Tagline
We’ll let you in on a little secret: we didn’t slap “sales-focused marketing” on our website because it sounded catchy. It’s baked into everything we do.
Every piece of content, every campaign, every video we produce has one goal, sparking conversations that lead to capital raised. We’re not about vanity metrics. We’re about engagement that makes an impact.
We approach this marketing as the new sales era. As a tool to empower your sales team. Whether it’s crafting messaging that resonates, designing materials that advisors want to read, or strategizing outreach that gets responses, it all ladders up to one thing: helping you drive sales.
Ready to See What Sales-Focused Marketing Can Do?
If you’ve made it this far, you’re probably starting to see why marketing isn’t just a nice-to-have—it’s the front line of your sales strategy. And, it’s not something you have to figure out alone.
At Marketing Intent, we specialize in working with alternative investment firms like yours. We know the space. We understand the challenges. And we’ve built our business around turning marketing into your most effective sales ally.
