When interpreting marketing data and analytics, fund marketers often concentrate on the language of engagement – open rates, interaction etc. But this is entirely wrong when explaining things to a C-suite audience, as what they are really interested in is the business bottom lime – costs and sales.
So, when reporting to the C-suite, you must interpret everything in the language of revenue, profit, and ROI – rather than click-through rates, likes or hard bounces. All this audience ultimately wants to know is ‘How much will this cost and how will it raise assets?’. So, before any C-suite meeting you must prepare yourself to demonstrate how your fund marketing will increase AuM and make the business more profitable.
