Alts marketing isn’t just about refined brochures or highly designed websites, it’s about trust, credibility, and making sure your story is being told in the right way to the right person. When it’s done right, marketing opens doors and starts conversations. But when it is off? It can quietly cost you opportunities, relationships, and in some cases, the attention of the very advisors you’re hoping to reach.
Simply put, marketing can either be your silent sales partner or the reason an advisor skips your email without even reading the subject line. And in this space, getting it wrong isn’t just a minor misstep, it can be a serious setback in raising capital.
When Speed Becomes the Enemy in Alts Marketing
We understand how limited your resources can be. Sometimes marketing gets pushed to the back burner until it absolutely has to get out the door. A new fund is launching, an event is coming up, or leadership wants a flyer ASAP. So, the team rushes to put something, anything together. The result? A piece that looks thrown together because, well, it was.
Maybe the messaging is unclear. Maybe the design looks like it was pulled from a dated template. Maybe you’re pushing a product before laying the groundwork of who you are. Whatever the case, advisors notice. And unfortunately, those first impressions don’t disappear, they linger.
Poorly executed alternative investment marketing can leave a lasting impression that says, “We didn’t take the time to think this through.” It can make advisors question whether the same lack of care might apply to your investment strategy. And once that doubt creeps in, regaining trust can be tough.
Not All Marketing Speaks “Alts”
There’s also another danger you need to be aware of: hiring a marketing firm that just doesn’t “get” alternative investments. Sure, they might have done great work in tech or healthcare or consumer goods—but if they don’t understand the nuances of your offerings, you’re going to spend a lot of time explaining. And even then, there’s no guarantee they’ll translate your message in a way that truly resonates with financial advisors.
Alternative investments come with their own language, structure, and advisor expectations. You’re not just explaining a fund—you’re building a narrative that fits into their client’s portfolio strategy. That takes a different level of depth and experience. Without it, your marketing pieces might look nice, but they’ll lack the clarity and credibility that advisors need to feel confident.
We’ve seen it happen: brochures that completely miss the mark, websites that look sleek but don’t engage advisors, and presentations that are more confusing than informative. When a firm doesn’t understand the industry, they can’t tell your story effectively. And if your story isn’t clear, neither is the value you offer.
Work With a Team That’s Already in the Know
Now let’s imagine a different scenario, one where you don’t have to start from square one. Instead of explaining what a DST is or why an income-focused strategy matters in today’s market, you’re working with a team that already knows. A team that understands the investor mindset, the advisor relationship, and how to communicate complex concepts without watering them down.
That’s where Marketing Intent comes in. We specialize in alts marketing. Our onboarding process is refreshingly short. We’ll spend an hour or two with your team, review your existing materials, and quickly get to work translating your story into marketing that resonates. Whether it’s a fund launch, a campaign, or a brand refresh, we focus on building marketing that supports your sales process, not just something that looks good on paper.
The goal? To make sure your marketing starts the conversation when you can’t be in the room. That means pieces that explain your investment philosophy clearly, reflect your firm’s identity, and make it easy for advisors to say, “This is worth a closer look.”
We don’t just know marketing—we know your space. That saves you time, spares you the frustration of endless back-and-forth edits, and gets you to market faster with materials that actually help raise capital.
Let’s Make Sure Your Marketing Works for You
If your current marketing efforts feel like a scramble, or if your materials aren’t quite telling the story you want to share, let’s talk. You shouldn’t have to settle for “good enough” when it comes to presenting your firm to the world.
At Marketing Intent, we bring together a strong grasp of the alternative investments world with a sharp focus on driving marketing results. We craft marketing that connects with advisors and supports your unique goals. Whether you’re looking to expand your reach, introduce new funds, or reconnect with advisors in a genuine way, we can help you get marketing right.
