The book, Essentialism – The Disciplined Pursuit of Less by Greg McKeown struck a chord with us when we think about marketing for our clients. The premise of the book is to understand what’s essential to what you do and focus on that. It’s not the pursuit of doing less, it’s the pursuit of doing more of what really matters. Read on to learn how this applies to asset manager marketing.
It’s All About Raising Capital
There’s a lot of marketing that’s done today simply because people think it should be done. But much of it doesn’t go to the end of raising capital for asset managers. Our approach is to take some of the principles from Greg McKeown’s book and apply them to our clients to help them focus on pursuing what really matters – which is raising capital. We review our clients’ marketing programs and plans to ensure they support their capital raising efforts and goals.
Syncing Sales and Marketing
A key way we do this is by syncing marketing efforts with the sales team, and understanding what their needs are. As we evaluate marketing pieces, create strategies and draft content, we think through how we can help the sales team have better conversations with advisors. What objections can we address head on? What product structure complexity can we explain? What differentiator can we highlight? What is the story we’re telling about the product and asset class? This is essential work and should be the focus of any marketing team in the alternative investment industry.
Using Time Wisely
Another aspect of Essentialism we practice with clients is the best use of time – who is best suited to do which tasks. We are skilled at developing marketing strategies, writing content and creating compelling designs to help asset managers stand out with financial advisors and capture mindshare. We bring these contributions to your firm often alongside marketing teams you have in-house – and even alongside other marketing firms that are handling other aspects of your firm’s business.
Our Essential Role
We see our essential role as consulting you on industry best practices and trends, pushing you ahead of your competitors in awareness of your brand and investment offerings and starting conversations with advisors that open doors for your sales team. Your internal team may be best suited to navigate the materials review process at your firm, provide background information to us, manage your email program and plan events. We can do these things for our clients, but our essential work comes in the insights we offer that no one else at your firm has the time, experience or background to offer. Our goal is to make our clients’ investment in Marketing Intent go the furthest.