Category: Client Value

What Are Your Firm’s Differentiators?

Post author By Cherie Fournier
Post date November 3, 2023
No Comments on What Are Your Firm’s Differentiators?

In the vast sea of alternative investment firms, standing out is both a challenge and a necessity. The quest for differentiation isn’t just about establishing uniqueness – it’s about conveying value in an environment where competition is intense. So, what distinguishes you in a market where everyone is clamoring for the attention of advisors? Explore ideas in this article.

Capturing and Retaining Attention

There’s no understating the importance of a clear value proposition. Whether it’s your robust exit strategy, exclusive access to management, or quarterly events that support advisors – these elements aren’t just selling points. They foster relationships and compel advisors to invest more time with you and even refer you to their peers.

Remember, in the world of asset management, a referral isn’t just an endorsement. It’s a powerful testament to your firm’s value and a significant avenue for growth. Every referral signifies trust and presents a fresh opportunity.

What’s Our Differentiator

At Marketing Intent, we understand the role of marketing in crafting a distinctive image. Consistent, transparent, and meaningful communication is central to our approach in helping solve our clients’ marketing challenges. Our commitment to processes and procedures ensures a seamless experience for our clients. By having a defined approach to client collaboration and project prioritization, we ensure efficiency without compromising on quality.

Your All-In-One Marketing Solution

Our versatility is another dimension of our distinctiveness. Whether you require a captivating offering brochure, a comprehensive marketing strategy, or a supplementary marketing resource to bridge existing gaps – we’re equipped to help.

If you’re ready to amplify your differentiation and elevate your marketing strategies, we’re here to guide and collaborate. Reach out to us today.

Client Value

Serving Our Clients and Each Other

Post author By Cherie Fournier
Post date August 30, 2022

Does anyone remember the NBC public service announcements from the late eighties of “The More You Know?” This is the one with the shooting star and the rainbow across the screen. For some reason, that’s always stuck in my head. It reminds me of how much better we can serve our clients and each other, when we know more information.

A major tenet of how we operate with our clients is knowing about the background and backdrop of their projects and their company, so we can serve them well. Communication is the center point between how we work and collaborate well with each other.

Three Types of Information We Need from Our Clients

Let’s discuss the three areas we focus on as we work with our clients to make sure we are getting the information we need. With more information, we can do a better job. The backdrop, the key players, and the expectations.

Backdrop

The backdrop can be anything from a challenge the company has been facing, to a goal the company is trying to reach or even something a company has been trying to do and hasn’t been able to achieve – and initiatives the company has found challenging.

Sometimes there are different priorities within a firm, for different departments, and maybe things aren’t getting done. Progress may have stalled out because there haven’t been resources. It helps us to understand the backdrop, so we understand how much time to put into a project, and how to structure it to be completed in an appropriate time frame.

Key Players

The next key area for us to clearly understand is if there are key players involved in a project. Is this something the CEO requested that we should put a high priority on? Or is it more of an operational piece that is important, but maybe not as high of a priority or a project that can be on a longer timeframe? When are people expecting this piece to be done or this marketing program to launch?

We need to understand how to prioritize it among our projects for a client, as well as how aggressively we should project manage it through to the end.

Expectations

The third area we need to understand is the expectations. Any good marketing project should have a concrete goal in mind. We like to know what that is, whether it’s brand awareness, or generating additional conversations with clients or investment advisors.

We don’t assume we know the goal of a project. Instead, we ask our clients exactly what they’re trying to get out of each marketing program. We can then deliver the correct project and program for them.

Communication is important. And the more we know, the further we can go with our clients. This includes knowing the backdrop, the key players involved in a project, as well as the expectations.

If you’d like more information about how Marketing Intent can help your firm with marketing, please reach out to us.

Tags Asset Managers, Clients, Financial Advisors, Marketing Firm, Marketing Partner, Marketing Strategy, Marketing Team

Client Value

Marketing Intent and the Resources We Have Built

Post author By Cherie Fournier
Post date August 17, 2022

Let’s talk about how Marketing Intent is structured and the network of resources the firm has built.

Cherie Fournier, our CEO, has been in the financial services marketing arena for 25 plus years. After working in corporate environments for most of that time, she decided at the beginning of 2020 to start her own marketing firm.

Marketing Intent focuses efforts on helping asset managers market to their target audiences. We also help streamline their marketing operations and develop plans and strategies.

The Thinking Behind Marketing Intent

The reason we started Marketing Intent in 2020 is because we wanted to tap into our financial industry experience to serve a wide range of companies. But we knew we weren’t experts in all facets of marketing. We’re not graphic designers or web developers, and we know our clients have a broad range of marketing needs. We felt it was an ideal time to tap into the gig economy, which has gotten even more attention after COVID. People started working from home and seeking better work life balance.

We found ourselves with a lot of great talent available to us to build out a network of professional marketers who could help our clients. For example, Cherie’s background is marketing management, strategy and copywriting, and Alise’s is marketing strategy and project management. Obviously, marketing goes far beyond that. Our professional marketing network helps us offer our clients a much greater bench depth of professionals to help with their projects and make them successful.

Our Network of Professionals

We structured Marketing Intent around these networks of professionals. Cherie and Alise are front and center with each of our clients. We look at our network and choose the right professionals for each project, and each client.

If we have somebody who’s looking at rebranding and doing a website, we may pick a design resource that might be different than a firm that is just redoing a brochure or wants to freshen up something that’s existing. We look at who is going to be the best match for each project and we deliberately select the best team.

How We Developed Our Network

Throughout Cherie’s career, she has had many relationships on the client side of working with different professionals. Marketing Intent has tapped into those cultivated relationships. Some are are decades long and other resources are newer. We continually look at contacts and see who we can get connected with to grow our base of professional marketers. We are never static. We’re constantly growing and constantly looking for new people to add to our roster of contract resources.

The Ever-Changing Market

Sometimes we have a client that needs a resource that we don’t have. Marketing is ever changing as we know, and we don’t always know what is going to come our way or what type of requests are made. Often, if we have a request come up on something that we haven’t yet done, we tap into our current contacts to see if they have a trusted resource that we can use for a project. If not, we do research and vet different companies to see which ones are going to work well with us and who is going to serve our clients to our standards. We then bring that firm or individual on board as a contractor to help us with a certain project.

If you would like to learn more about how Marketing Intent can help your business grow by tapping into our network of professionals, please reach out to us.

Tags Alternative Investments, Asset Managers, Clients, Financial Advisor, Financial Advisors, Marketing, Marketing Firm, Marketing Partner, Marketing Strategy, Marketing Team, Prospects

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