Marketing Basics Trust

Staying Ahead of the Marketing Curve 

In the fast-paced world of marketing, staying at the forefront of innovation is key to success. At Marketing Intent, we’re often asked if we’re aware of the latest and greatest marketing products and tools. The answer? A resounding YES. Today, we’re excited to share how we leverage our network and expertise to stay ahead of the curve and help our clients thrive in the alternative investment industry. 

Expanding Marketing Horizons 

Constantly seeking new ideas and tools, we explore diverse industries to uncover innovative approaches. Recognizing that the alternative investment sector can sometimes lag in technology adoption, we draw inspiration from software and other cutting-edge sectors. Whether it’s harnessing the power of video, social media, or advertising, we’re committed to helping our clients expand their marketing suite and reach new heights. 

Testing and Iterating 

As we discover new strategies, we practice what we preach by implementing them within Marketing Intent. Acting as our own guinea pigs, we test and refine these techniques to ensure they deliver results. By working through the kinks internally, we equip ourselves with firsthand experience to offer our clients tried-and-tested solutions with confidence. 

Cultivating Trusted Partnerships 

Our network is our greatest asset. Through ongoing communication with past colleagues and industry contacts, we cultivate strong relationships built on trust and reliability. These connections enable us to collaborate with experts across various areas of marketing, ensuring that we can tackle any project with expertise and precision. 

Commitment to Excellence 

At Marketing Intent, we hold ourselves to the highest standards of quality and customer service. Before any deliverable goes to our clients, we meticulously review and refine it to meet our exacting standards. Our commitment to excellence extends to every aspect of our work, from project management and team expansion to an offering brochure or social media post. 

Empowering Client Success 

Whether you’re exploring new projects or seeking innovative solutions, our team is here to guide you every step of the way. We pride ourselves on fostering strong long-term partnerships with our clients and delivering exceptional results that support capital-raising efforts. 

Get in Touch 

If you’re ready to explore new possibilities and elevate your marketing efforts, we invite you to reach out to us today

Marketing Basics

Unlocking the Potential of Your Alternative Investment Product:  Marketing Strategies That Work 

The alternative investments industry continues to innovate product structures, offering creative ways for individuals to add alts to their portfolios. However, creating a successful product is just one piece of the puzzle. Oftentimes these new structures can be complex and difficult to explain to advisors and investors. To gain advisor mindshare, you need an effective marketing strategy that can boil down the complexities of your investment structure and philosophy to the story behind your offering – and there’s always a story. At Marketing Intent, we specialize in marketing alternative investments of all types, and we’re here to help you uncover your story and engage financial advisors to help support your capital raising efforts.  

Diverse Product Structures, One Marketing Partner 

Whether your firm is offering REITs, closed-end funds, 1031 Exchanges, private placements, 506(c) offerings, or 506(b) offerings, you need a marketing partner that understands the nuances of each. At Marketing Intent, we’ve successfully marketed a gamut of different product structures, making us well-equipped to understand and to market your unique product. 

Expertise in Compliance 

Navigating compliance regulations in the world of alternative investments can be a daunting task. The consequences of non-compliance are severe, making it crucial to have a marketing partner well-versed in regulatory guidelines. Our team at Marketing Intent possesses extensive knowledge of compliance requirements, ensuring that your marketing efforts remain within legal boundaries. With us by your side, you can have confidence that your marketing campaigns are both effective and compliant. 

In-Depth Knowledge of the Industry 

As the backbone of our marketing, we have a deep understanding of the overarching alternative investments industry as well as the underlying asset classes. This industry-specific expertise allows us to craft compelling messages that resonate with financial advisors and investors. Additionally, we have a long history in marketing to financial advisors – and serve financial advisors as our clients – so have inside knowledge and insights to help drive effective asset manager marketing.  

Tailored Marketing Strategies 

One of the keys to successful marketing is tailoring your strategy to your specific product and target audience. We understand that each alternative investment product structure requires a unique approach. We’ll work closely with you to develop a customized marketing plan that aligns with your goals, appeals to financial advisors and helps your firm stand out in the growing alts industry.  

In the competitive world of alternative investments, having a groundbreaking product structure is only the beginning. To truly succeed, you need a marketing partner who can effectively promote your offerings, ensure compliance, and leverage industry knowledge. Marketing Intent is that partner. With our experience in marketing a wide range of alternative investment structures, our commitment to compliance, and our in-depth industry knowledge, we’re well-equipped to help you reach your marketing goals. 

Contact us today to explore how our tailored marketing strategies can help support your capital raising efforts. 

Marketing Basics

Navigating the Unpredictable: Why Your Marketing Plan Should Be Agile 

In the fast-paced world of alternative investments, adaptability is key. Your marketing plan for the upcoming year may look well-crafted today, but can it weather the unexpected changes and challenges that tomorrow may bring? In this article, we’ll explore the importance of an agile marketing plan and how Marketing Intent can help you navigate the twists and turns of the ever-evolving alternative investment landscape. 

The Need for Adaptability 

In the financial industry, change is a constant. Economic conditions, market dynamics, and unforeseen events can disrupt even the most meticulously planned marketing strategies. Alternative investment firms must respond swiftly to emerging opportunities and challenges. Waiting weeks to adapt simply isn’t an option when investors and advisors are eager for timely information. 

Planning for the Unpredictable 

Your marketing plan should be a living document, capable of adjusting to unforeseen circumstances. Consider scenarios such as sudden changes in the economy, unexpected fund closings, or opportunities to launch new funds. Are you equipped to modify your plan on the fly and capitalize on these situations? An agile marketing plan allows you to pivot quickly and effectively. 

The Role of Marketing Intent 

At Marketing Intent, we specialize in helping alternative investment firms create marketing plans that are not only well-defined but also agile. Here’s how we can assist you: 

  • Strategic Insights: We have a keen eye for identifying the areas of your marketing plan that need flexibility. We understand where to build in the capacity to respond to changing market conditions without getting bogged down in the nitty-gritty details.  
  • Adjusting on the Fly: When it’s time to launch your marketing for the year, we’re prepared to adapt to unexpected developments. Our team can make the necessary adjustments to your marketing materials, communication plans, and strategies as needed, ensuring that you stay ahead of the curve. No analysis paralysis. 

Building Resilience into Your Plan 

The goal is not just to react to changes but also to proactively incorporate flexibility into your marketing plan from the outset. By working with Marketing Intent, we can help you identify potential areas of adjustment and build resilience into your plan, so you’re better prepared for whatever the future holds. 

Reach Out to Us Today 

As you plan for 2024 and beyond, it’s essential to have a marketing partner that understands the need for an agile approach. At Marketing Intent, we’re here to help you create a marketing plan that can adapt to the unpredictable nature of the alternative investment industry. 

If you’d like us to take a closer look at your marketing plan and explore how we can make it more agile, reach out to us today. Together, we can ensure that your marketing efforts are not only well-structured but also responsive to the ever-changing alternative investments landscape. 

Marketing Basics

Unifying Your Alternative Investment Marketing Efforts: Why Choose Marketing Intent 

Marketing plays a pivotal role in engaging advisors and driving capital raising for alternative investments. From crafting compelling emails to producing engaging videos, it may seem like you need an army of experts to manage various aspects of your marketing strategy. However, what you truly need is one firm with a unified vision, and that’s where Marketing Intent steps in. We bring a comprehensive approach to marketing that covers all the bases, ensuring your marketing efforts are seamless and effective. 

What Marketing Intent Does 

At Marketing Intent, we don’t just dabble in a few aspects of marketing, we cover it all. Here’s a glimpse of what we offer: 

  • Project Management: We oversee and coordinate all aspects of your marketing initiatives, ensuring smooth execution and timely delivery. 
  • Email Marketing: From writing the content to designing eye-catching emails, we have the expertise to make your email campaigns stand out. 
  • Thought Leadership: We help you establish your firm as an industry thought leader by writing insightful and engaging content that resonates with advisors and investors. 
  • Video Marketing: Our involvement in video marketing goes beyond the surface. We work closely with video production teams to ensure every frame aligns with your marketing objectives. 
  • Presentation and Collateral Design: From presentations to brochures and kit boxes, we handle the design and branding to leave a lasting impression on potential investors. 

The Power of Communication 

Effective communication is the bedrock of successful marketing campaigns, and at Marketing Intent, we take it seriously. We pride ourselves on our commitment to keeping you in the loop at every stage of the marketing process. If any aspect of your campaign deviates from the plan, we maintain open lines of communication to address issues promptly. 

Centralization and Collaboration 

When you partner with Marketing Intent, you gain access to a team that collaborates seamlessly to centralize your marketing efforts. Whether you engage us to serve as your outsourced marketing team or to write a single thought leadership piece, we collaborate with your existing marketing team, your sales team and management team for the most insightful and effective marketing. We ensure that all components of your marketing strategy work harmoniously, delivering a consistent message and enhancing your firm’s visibility in the alternative investment landscape. 

Driving the Capital Raise Needle Forward 

Our ultimate goal is to help you drive the needle forward in terms of capital raise. By leveraging our comprehensive marketing capabilities, you can create a compelling narrative that resonates with advisors and potential investors. We keep touch points active, providing you with insights and updates, ensuring you’re always aware of what’s happening in your marketing campaigns. 

If you’re ready to take your alternative investment marketing to the next level, reach out to Marketing Intent today.

Let’s discuss your unique needs and how we can collaborate to drive your firm’s growth and capital raise. Your success is our mission, and we’re here to make it happen. Contact us today to start a conversation about your marketing needs. 

Marketing Basics

The Silver Bullet in Alternative Investment Marketing 

In the world of alternative investments marketing, asset managers are looking for that elusive silver bullet—the one thing that will instantly attract financial advisors and flood your fund with investments. However, the reality is that there’s no magic button that guarantees success in this competitive landscape. It takes dedication, a clear messaging strategy, and a long-term commitment to make significant capital raising progress. In this article, we’ll explore how to increase your chances of attracting investments and why partnering with Marketing Intent can be the key to your success. 

Building Financial Advisor Trust and Confidence Takes Time 

One crucial fact to understand is that building financial advisor confidence and securing investments isn’t an overnight process. On average, it can take up to 18 months from the initial interaction for a financial advisor to commit client funds to your investments. During this time, you must focus on activities that increase the likelihood of them choosing your fund. 

  • Consistent Brand Presence: Maintaining a consistent brand presence is essential. Your branding should be cohesive across all channels, from emails to conferences. This consistency helps establish recognition and trust within the industry. 
  • Effective Industry Communication: How you communicate within the industry matters. Engage in meaningful conversations, share insights, and actively participate in discussions. Building relationships with financial advisors and industry professionals is key. 
  • Strategic Partnerships: Collaborating with industry partners can significantly enhance your credibility and visibility. It’s about forming alliances that align with your goals and target audience. 

Simplistic Messaging 

In a space saturated with alternative investment firms, it’s crucial to simplify your messaging. Financial advisors are bombarded with information from various sources, making it challenging for them to decipher what each firm offers. To stand out, your messaging must be: 

  • Clear: Your message should be crystal clear and easy to understand. 
  • Consistent: Maintain consistency across all communication channels to reinforce your message. 
  • Concise: Be concise and to the point. Avoid overwhelming advisors with unnecessary details in introductory messages. 

By keeping your messaging simple and staying consistent across all channels, you make it easier for financial advisors to understand and remember what you offer. 

We Understand Your Unique Challenges 

At Marketing Intent, we understand the unique challenges faced by alternative investment firms. We can help you refine your marketing and messaging strategies to engage financial advisors effectively. Here’s how we can assist: 

  • Strategic Assessment: We’ll evaluate your current marketing efforts and messaging to identify areas for improvement. 
  • Messaging Refinement: Our team will work with you to simplify and clarify your messaging, ensuring it resonates with financial advisors. 
  • Targeted Campaigns: We’ll help you reach financial advisors through strategic marketing campaigns, conferences, and industry partnerships. 

While there may not be a silver bullet in alternative investment marketing, there is a path to success through dedication and strategic marketing efforts. Simplify your messaging, stay consistent, and commit to the long game.  

If you’re ready to enhance your marketing and engage financial advisors more effectively, Marketing Intent is here to help. Let’s work together to make your fund stand out in the competitive alternative investment landscape. Reach out to us today for a consultation. 

Communication Marketing Basics

How to Make Your Firm Easy for Advisors to Work With

You’ve probably heard of CX, which is customer experience. But in the asset management world, it’s also important to think about the AX, which is the advisor experience. As you launch an offering or you continue to try to appeal to advisors, the easier you make it to work with your firm, the better.

Here are a few ways to make sure that your firm is being accessible and easy for advisors to work with.

Access to Your Materials

First of all, it’s important to make sure advisors can access your material easily, whether that’s on your website or through contacting your sales team. Same holds true for obtaining information about your firm. You don’t want advisors to have to go to your website and search around trying to find key pieces of information. It should be front center, clear and easy to find.

Access to People

Advisors are looking for access to people. Whether that’s that sales team and being able to talk to them on demand, or the management team – accessing them through events or even one-on-one meetings. Access to the humans behind the firm and the investment can be critical and important for creating a positive experience for advisors.

Updated Materials

Advisors need the asset managers they work with to be consistent in updating their materials. No one wants to invest a client in a product and then have only outdated information to provide status updates and answer questions. That is the signature of a bad advisor experience.

For example, the latest property acquisition should be front and center, easy to find, and current. This also helps create trust with advisors by showing them you are following through on your investment philosophy

Clear Communication

Finally, clear communication is essential both before and after an advisor makes an investment in your firm. Advisors need to know and understand:

  • Your story and your investment philosophy
  • How you approach doing business
  • How you operate
  • How you communicate with advisors and investors
  • What your statements look like (are they easily understandable)
  • What types of updates are you providing on an ongoing basis

All these things can help develop trust on both the front end, as well as after advisors and investors are invested in your product, which can then help perpetuate additional investments.

If you need help evaluating your strategy and the type of experience you’re creating for advisors, contact Marketing Intent today.

Marketing Basics

Three Ways to Improve Your Marketing Execution

When most people think of marketing, they think of the creativity that goes into copywriting design and web development. But we all know without a solid strategy for execution, that creativity doesn’t go very far.

In this article, we’ll discuss three ways to improve your marketing execution through project management, technology know-how, and procedures.

Project Management

Let’s start with project management. Most marketing projects are more in depth than they might seem on the surface, with many moving parts. At Marketing Intent, we use Trello to manage our projects as well as our clients’ projects. Trello is a simple and versatile project management software that we use for anything from managing an event to launching a fund. Trello allows us to keep all project details and deadlines in one place so we can keep tabs on how deliverables are moving forward. There are many choices in project management software today. Pick one that is simple, fits your needs – and most importantly – that you will use consistently.

Technology Know-How

A software tool is only as good as how you use it. So, it’s important to have somebody on your marketing team who is comfortable with technology – and not just on the project management side of the equation. In today’s world of digital marketing, marketers are using numerous types of technologies to do their jobs. Sometimes 10 or 12 different programs. It’s important to have somebody who is comfortable and willing to learn and maximize these technologies.

But keep in mind that you don’t have to use every available function of a technology. The goal is to use technology to increase your efficiency. Not to get overwhelmed by its features or go so far into functionality that you take time away from core marketing tasks, or the technology becomes so complicated that you don’t use it.


That takes us to our next point. And this one may be foreign to many people thinking about marketing. Procedures. I like to think of procedures as being kind to my future self.

Oftentimes in marketing, there are projects that need to be done once a month or quarter. Instead of trying to remember what you did last time or re-learning the process every time you’re working on that project, take time to create procedures for the project. Next time you do that project, refer to your document and you’ll save time and brain power…and your future self will thank you!

To recap, we’ve talked about improving your marketing efficiencies with project management, the use of technology and procedures. These are strategies we use every day at Marketing Intent to manage our own projects, as well as our clients.

At Marketing Intent, we implement smart technology, project management platforms and helpful procedures to assist clients with their marketing initiatives.

If you’d like help becoming more efficient in your marketing, reach out to us, we’d be glad to help.

Marketing Basics

Three Audiences New Asset Managers Need to Understand

Are you an asset manager that’s new to offering your products through financial advisors and the broker-dealer network?

In this article, we’ll talk about the various audiences you’ll be targeting, so you can get a good understanding of who’s who as you enter a new distribution channel.

Due Diligence Officers and Home Office Personnel

Let’s start with due diligence officers and home office personnel at broker-dealers and RIA firms. This group is at the top of the hierarchy. If we think about it flowing from the very top, where more information is allowed, down to the bottom, where less is.

Think about this group as the gatekeepers, with your goal of getting a selling agreement. You are sharing more information on the offering with them than you would with advisors or investors. This could be your track record, detailed financials, and pieces of information that you typically wouldn’t push down beyond them to advisors and investors.

Once you have the selling agreement in place, don’t forget the nurture. A mistake we often see asset managers make is to get the selling agreement and have established a relationship with a due diligence officer, but then they let communication taper off.

It’s important to continue to give updates on your offering. If you are a commercial real estate firm, for example, give updates on properties that you’re buying, or distributions you’re making to investors. It becomes a public relations effort in some ways, to keep due diligence officers/home office personnel updated. When they understand what you’re doing, they can continue to support your offering and positively influence future selling agreements with your firm.

Financial Advisors & RIAs

The next audience is financial advisors and RIAs. With this group, your goal is to always make it simple. We are in a world of complicated financial investment products. Make sure financial advisors and RIAs easily understand what you do.

An example we like to use is industrial real estate equals Amazon packages. Boil down what you do to reflect a lifestyle trend or an everyday topic so advisors will understand easily and feel confident about presenting your investment product to their investors.

Like with due diligence officers, continue to update advisors on your offerings, progress, changes, distributions and activity. They appreciate staying informed – especially when it comes to answering client questions. No one like to be caught off guard.


The third audience is investors – prospective investors as well as investors that end up investing in your fund. With prospective investors, your conduit to them is going to be through financial advisors and RIAs for the most part. You will produce materials that can be used with the end investor, but you’re going to rely on financial advisors to communicate that information to them.

Again, simplicity is so important because we all know we have really short attention spans. Even though we might be analytical people and some investors could be accredited investors or high net worth individuals, keeping it simple is key so they understand your offering quickly and easily.

Once investors are in your fund, make sure you’re communicating regularly with them, so again, they understand what’s happening. Build trust by keeping them updated.

We’ve covered the key audiences you’ll be communicating with as you work with broker-dealers and RIAs:

  • Due diligence/home office personnel
  • Financial advisors
  • Prospective investors, and the investors in your fund

Need Help Communicating with Your Audiences?

If you need help understanding your audiences or better communicating with them, contact Marketing Intent. We’re happy to help.

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.