seven costly marketing sins

While the pie of assets to manage continues to grow strongly, the margins for asset managers are being challenged. The factors driving this include:

• Unabated growth of indexing

• Increasing dominance of large industry super funds driving fees lower

• Ease and lower cost accessing listed investments

While there are headwinds, many firms have yet to deploy more contemporary and scalable marketing and distribution strategies. They continue to rely on traditional strategies that fail to build trust with investors and differentiate the manager from competitors. These are what I call the seven costly marketing sins that many asset managers do on a daily basis.

1. Non-personalised mass communications

2. Achieving distribution scale soley by employing additional high-cost salespeople

3. Long form performance reports and market updates

4. Lengthy, complex and non-actionable thought leadership

5. Heavy reliance on high-cost events/sponsorships that are not leveraged or measured

6. Value propositions based on an investment process (rather than client needs)

7. Easily executed one-off and single channel campaigns.

The good news is that with a well thought through marketing strategy complemented by consistent and disciplined execution, these sins can be transformed into strong measurable business outcomes for asset managers.

Contact me for an obligation free analysis and recommendations tailored to your business.

Why using a Fractional CMO makes sense

Engaging a Fractional Chief Marketing Officer is like having a part-time strategic marketing expert on tap 24/7, 365…. You get all the benefits of top-tier marketing advice without the higher fixed cost, risk or time drain of hiring an FTE. As well as financial flexibility they can bring:

1. A commercial focus - ensure your marketing strategies are delivering to the bottom line.

2. Accountability and discipline to marketing through practical digital measurement that promotes constant improvement and impact.

3. Guidance to your marketing operatives – helping to upskill and make them more self-sufficient.

4. Fresh perspective and objectivity to your leadership team on brand, marketing and external communications issues.

5. Technical marketing skills – deliver in a timely and cost-effective manner e.g., review and improve important external communications, provide advice on issues management and uplift the impact of important sales pitches.

Above all, a good Fractional CMO will be imbedded in your business on an ongoing basis, leading marketing operational forums helping your firm to build their brand, enhance client relationships, deliver leads and grow the business.

Contact me today to discuss the new marketing and distribution opportunities that will grow your asset management business.

Peter Duyvestyn - Fractional CMO

Peter Duyvestyn - Fractional CMO

seven costly marketing sins

Why using a Fractional CMO makes sense

Peter Duyvestyn - Fractional CMO

seven costly marketing sins

Why using a Fractional CMO makes sense

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