Imagine walking into a networking event, and before you’ve even introduced yourself, someone hands you their business card and launches into a pitch about their services. No greeting, no interest in who you are or what you might need, no one there to guide the journey, just a straight line to the sale.
Chances are, you’d feel a bit put off and you’ll probably even start looking for a way to exit the conversation.
Yet many firms in the alternative investment space are using this approach with financial advisors. And it may hurt your chances of building lasting relationships, closing deals, and raising capital.
Within the alternative investment space, we often see firms send emails that jump straight to, “Here’s our latest fund, now invest.” No context, no story, and no effort to build a real connection.
Let’s discuss a better approach so you can optimize your strategy.
Stop Jumping to the Sale: Start with Your Story and Guide the Journey
Here’s a simple truth: advisors don’t want to immediately be targeted for a sale. They want you to guide the journey, keep them informed, and bring them into something meaningful. They want to work with firms they trust, whose values and vision align with their own.
When your first communication is strictly about “Invest in our fund,” you’re skipping the opportunity to get to know the advisor and share why you’re different. Providing education about how your investments align with their clients’ needs is a critical part of the advisor journey.
Instead of jumping right into the sales pitch, start with a “Hi, here’s who we are.” Talk about your firm, your philosophy, the demand drivers for your sector, and why you’re passionate about what you do. From there, introduce your product. Let the advisor understand your fund as part of a larger picture, not as a one-off sale.
It might feel slower at first but trust us it’s far more effective. When advisors feel like they’re part of your journey, they’re much more likely to stick around for the long haul.
Guide the Journey: Proven to be Powerful
Think back to your most successful advisor relationships. The ones who consistently invest in your funds and engage with your content. How did those partnerships start?
Chances are, they didn’t begin with a hard pitch. They began with a conversation, an introduction, maybe a piece of educational content that resonated. Over time, trust was built, questions were answered, and a sale became a natural next step, not a leap.
This is the power of the advisor journey. It’s not about luck or timing—it’s about building a repeatable process that brings advisors into your world, educates them on your offerings, and nurtures the relationship to the point of sale.
And here’s the best part: once you’ve mapped out what that successful journey looks like, you can replicate it across your marketing program. You can guide every advisor down the same path—one that’s proven to lead to better engagement and more capital raised.
Marketing That Supports Sales (Not Just Makes Noise)
At Marketing Intent, we specialize in helping alternative investment firms create marketing that does more than look good, it works. We believe marketing should be a tool that helps drive sales, not just a box you check.
That means we help you identify key steps in your advisor journey, build messaging that tells your story in a unique way, and develop materials that educate, engage, and guide advisors to action.
We’re not about fluff or filler. We’re about strategy, execution, and results. Whether you’re launching a new fund, refining your outreach, or trying to reconnect with disengaged advisors, we can help you build a marketing program that moves the needle.
Let’s Make Your Marketing Intentional
If your current approach feels rushed, disconnected, or like it’s just not landing with advisors, it might be time to take a step back and rethink your journey. We can help.
We can craft a marketing strategy that supports your sales team, tells your story, and builds advisor relationships that last. At Marketing Intent, we combine a deep understanding of the alternative investment space with decades of marketing expertise, helping firms like yours succeed.
We’d love to learn more about your goals, your current challenges, and how we can help you stop rushing the sale and start guiding the journey.
