Due Diligence

Is Your Marketing Ignoring Due Diligence Officers?

Due diligence officers play a key role in the success of investment offerings through their firms. But many asset managers don’t have a plan to market to due diligence officers in a proactive and consistent way.

If you aren’t treating due diligence officers as their own marketing segment – or you don’t remember the last time you communicated with them – read on for tips on how to engage this critical audience.

Partner with National Accounts

You’ve heard us talk about the importance of syncing marketing with sales. This includes the national accounts team. As the group responsible for building the selling group, the due diligence officer segment is all theirs. But that doesn’t mean they don’t need marketing support. Especially when national accounts teams are often small at one or two people.

Start by meeting with the national accounts team to understand their target audience – is it large firms, regional broker/dealers, small firms? Ask what the objections are to your firm’s offerings, what are its differentiators? What questions are common for the national accounts team to receive from due diligence officers? How is your firm received by the due diligence officers? Do they know your brand?

Create a Marketing Plan

Using what you learn, develop a marketing plan to help national accounts build relationships with due diligence officers, educate them, address their questions and objections. Also focus on building brand awareness if you’re at a smaller firm. No one will sign an offering for a firm they’re unfamiliar with. Help them get to know you.

Put it Into Action

The tactics used with due diligence officers are similar to those used with advisors – except the group is smaller and their decision about your firm can be more impactful. As a gatekeeper, a go/no-go your firm’s investment offering can either open the door to potential capital from a number of advisors – or no advisors. As such, consider how you can provide the due diligence officer audience a more personalized and high-end experience with your firm. Schedule 1:1 meetings for them with management, consider direct mail to stand out among offerings, use email to build brand awareness, invite them to follow your page on social, and share articles of interest with them. While the goal of marketing is often to scale, sometimes you open the door to scalability by making your “top of funnel” marketing highly personalized. The due diligence officer audience is the perfect place for this.

Build Trust

More than likely, you will be working with due diligence officers repeatedly as your firm takes your investment offerings full-cycle and starts new ones. Those asset managers who develop trusting relationships with due diligence offers gain the most traction with new offerings and potentially get them through the approval process faster.

While your past investment offering performance plays into your firm’s reputation with due diligence officers, so does your ongoing marketing and communication of your offering. If you’re not including due diligence officers on ongoing communications about your offerings and your firm, you’re missing the opportunity to establish your reputation and to keep your name in front of them. It also demonstrates how you’re communicating with advisors on your offering…a key aspect of what many due diligence officers evaluate when considering adding an asset manager to their platform.

Make Due Diligence Officers Part of Your Marketing Plan

If you aren’t including due diligence officers in your marketing efforts, it’s a huge gap that needs to be filled. Contact us and we’ll help get you on the right track.

About Marketing Intent

We are a sales-focused marketing group specializing in alternative investments with a track record in marketing that helps drive sales. We live by the mantra, “nothing happens until something is sold.” Our marketing serves as the backbone of sales. Our work makes your prospects and clients take notice, ask questions and listen to your story. Learn how we can help create marketing that helps raise capital.

Due Diligence Marketing Basics

7 Ways to Stay in Front of Distribution Partners When Your Offering is Dark

Just because your offering has been suspended doesn’t mean communication with your distribution partners should stop.

In fact, it’s a perfect time to showcase your commitment to your partnership by continuing communications with both home office contacts and advisors.

Home Office Contacts

Like everyone, your home office contacts have had to adjust to the virtual work environment. And their resources are being used to keep up with their investment offerings, monitor results, determine how Reg BI applies, and continue to provide advisors with the alternative investments their clients want.

Sounds like a big job. So how can you make life easier for your home office contacts? How can you best serve their needs?

  1. Provide market updates/articles that pertain to your industry sector. Introduce them with a couple bullet points on why you thought your contact would find the information interesting.
  2. Communicate news on your offering early and transparently. Outline changes and updates rather than simply forwarding a link to a press release or filing.
  3. Ask permission to communicate with advisors. You may be inclined to reach out to advisors like you always have and ask your home office contacts for forgiveness later if they frown on your communications. Instead, use the opportunity to strengthen your relationship. Develop a communication plan for input/approval to let your distribution partners know you’re operating with them and their financial advisors in mind. While it’s tempting to skip a plan and submit one-off communications instead, a plan shows a more thoughtful and partner-centric approach.
44% of advisors find communicating effectively with clients during volatile markets stressful.* How can you help?


Consider advisor communications from their point of view – not yours. What are they struggling with? What’s their daily environment look like? How can you simply help them – even if it doesn’t immediately result in them dropping a ticket? Remember, those firms and wholesalers who focus on relationship building in uncertain times are the ones that will be top of mind for advisors when things settle down.

  1. Help advisors communicate with their clients. Provide talking points to give advisors a reason to call their clients with an update on their investment in your product. Remind them of any client-approved email templates or materials you have available. Or offer to speak on a client conference call or webinar to provide a market update on your sector.
  2. Make finding answers to common questions easy. Replace a product pitch call with a tour of your firm’s website to show advisors where to find key information (e.g., distributions, performance, portfolio). Encourage them to bookmark important pages. Maximize your time by scheduling a website tour webinar for your entire territory.
  3. Educate advisors. An educated advisor is your best customer. Think about where their knowledge gaps are today. Where can you help educate them on how various alternative investments compare, about industry trends, or even why your offering is dark and the criteria your firm is striving for to bring it back online.
  4. Reach out to centers of influence. Expand your reach by connecting with centers of influence at your distribution partners. How can you help field leaders, super OSJs or complex managers provide their advisors with valuable educational content? Position yourself as a resource to help their advisors navigate topics like market fundamentals, investment product comparisons or recent investor trends.

*Study: The War on Stress, 2019, Financial Planning Association, Janus Henderson Investors, Investopedia.

Want more information on strengthening your distribution partner relationship? Contact us today.