Category: Due Diligence

Including Due Diligence Officers is Crucial for Your Marketing Strategy 

Building and nurturing relationships with due diligence (DD) officers is often underestimated in alternative investment marketing. These professionals play a vital role in getting your offering approved, and it’s essential not to overlook them once the initial selling agreement is in place. In this article, we’ll explore why including DD officers in email campaigns is a smart strategy. 

Provide Updates to Build Trust 

In the world of alternative investments, by including DD officers in your email campaigns, you keep them updated on critical information about your offering, even if it’s as simple as acquisition updates. When DD officers receive these communications, it reassures them that they are in the know, reducing anxiety about potential unexpected developments. And it can help them build trust and confidence in your firm to see you executing on your investment strategy. Additionally, advisors often turn to the DD officers at their firm with questions on offerings, so this inclusion ensures that they are well-equipped to provide answers about your firm and investments. 

Earning Some Positive PR 

By including DD officers in your marketing campaigns, you provide them with the opportunity to see how you’re communicating with advisors, if you’re helping educate them, providing thought leadership, and offering updates on various aspects of the industry and your offerings. This regular engagement helps you establish a positive reputation with DD officers, which can be invaluable when you need to approach them for the next selling agreement for your upcoming product. 

Building Relationships 

Repetition is key to building relationships. By consistently including DD officers in your marketing campaigns, you demonstrate your commitment to keeping them informed. Some of these communications may even carry a personal touch, reinforcing the sense of connection. Additionally, by using a comprehensive email list, you can efficiently reach a large number of DD officers without sending individual emails through Outlook. It’s a practical way to provide timely information that they can file away and reference when needed. 

DD Officer Marketing Isn’t Optional 

Marketing Intent understands the importance of including DD officers in your marketing strategy – and that it should be considered a requirement. Here’s how we can assist you: 

• Email Campaign Enhancement: We can help you develop email campaigns that specifically target DD officers, ensuring that they receive relevant and timely updates. 
• Content Strategy: Our team can work with you to create content that appeals to DD officers and addresses their specific needs and concerns. 
• Efficient Communication: We can streamline your communication processes, so you reach a broader audience of DD officers without the hassle of individual emails. 

Building strong relationships with DD officers is a strategic move that can greatly benefit your firm. Including them in marketing campaigns is an effective way to keep them in the communication loop, demonstrate your commitment to transparency, and ultimately enhance your reputation.  

If you’re interested in learning more about how to include DD officers in your marketing efforts, contact Marketing Intent. We’re here to help you strengthen your connections with this essential group of professionals. 

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.