The fund marketer’s reputation has U-turned in recent years.
No longer are they relegated to the basement like Harry Potter, crafting creative campaigns that may not see the light of day, or charged with sending off pre-made factsheets now and again…
Be it through delivering multi-format content or connecting tech stacks, they’re now key enablers in the hunt for new business and to upsell existing investors. As such, the salespeople also embroiled in the AuM-raising race count on marketing material to entice prospects, and to help visualise the responsive touchpoints that take place on multiple online channels all day long.
So, communication between marketing leads and heads of distribution is massively important to maintain an exciting, authentic and philosophy-driven fund brand in a competitive financial landscape. Not just from an occasional meeting – instead, with constant vigilance over investor engagement analytics.
That’s only truly possible with an integrated digital platform. Teams may be running with the same script to reach the asset goals of their superiors, but the sales stream will only run smoothly when interactions can easily be tracked by the very same teams that contribute to constructing brilliant online experiences.
There’s way more to a digital marketing platform than meets the eye. Let’s mine the depths to see how it can connect the entire fund function and its surrounding investor ecosystem
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