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From Kirsten Bischoff, Opalesque New York:

“Managing growth” may seem like a wishful concept during the current, tight asset-raising environment. However, funds that build a strong asset base (diversified, longer duration and that continue to feed themselves with additional allocations) are those who use clear and cohesive marketing strategies in order to reach asset growth goals and business stability objectives.

Ask any small to mid-sized fund managers what their pipeline for assets looks like and they might give you a puzzled look – most who manage under $1bn are willing to accept any money that's green.

“While growth is a challenge for all businesses – companies that control their growth almost always fare better than those that don’t,” says Michael Tobin, whose experience includes Partner at Cowen & Company and Managing Director Vega Asset Management prior to taking over business development for The Galleon Group in New York.

The largest firms have full teams that use deep relationships and marketing strategies to maintain a continual flow of quality allocations. It was no accident that BlackRock was able to grow from a one-room office in 1988 into the largest asset management firm in the world. The firm began with partners to represent every side of the business – importantly marketing and IR.

The marketing strategies of successful businesses are ones that all managers should tap into and Tobin shared some of his insight with......................

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