If you’re not doing marketing that’s helping bring capital in the door, why are you doing it?
The reality is that there’s a lot of marketing done in our industry that just does not support the sales effort.
Sales-Focused Marketing Strategy
Yes, we’re a marketing firm. And we appreciate all things marketing. But in the asset management and alternative investments world, we focus on marketing not just for the sake of marketing, but to help raise capital for your investment offerings.
For example, while we appreciate branding and the importance of it, it can be taken too far, which can take the focus off sales-focused marketing efforts. For example, instead of using effort to make sure an advisor lunch is well branded on site, consider instead putting resources into providing a solid marketing follow-up effort for the event, which will better support the sales team and the capital-raising effort.
Another key area that can help push capital raising is advisor education. Educating them on your asset class, your company, your management team and your offerings. Think about how you’re giving advisors updates and staying in front of them so they develop trust and faith in your firm. And how you’re providing the information they need so they understand your offering and can explain it to their clients. Make that easy and your sales team will have an advantage with advisors and establishing the type of relationships with them that lead to capital coming in the door.
Deciding Where to Focus
Thinking about where to focus your marketing can be overwhelming. As you’re prioritizing your list, evaluate each marketing project by what it does for your sales team. Does it help explain something better? Address a common advisor objection? Highlight what differentiates your firm? Explain the investor problem your firm’s investment solves?
If you’re looking at your project list and don’t know the answers to the above in relation to each piece, get the sales team involved. The marketing-sales feedback loop is critical in understanding which marketing efforts move the capital-raising dial. And remember, that marketing is iterative. You won’t always get it right the first time, but through collaboration with the sales team, you will consistently improve and make sure marketing contributes to bringing in capital.