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Bailey McCann, Opalesque New York:

When Denver, Colorado-based 361 Capital reorganized under new leadership in 2010, the boutique investment management firm made a significant decision to embed technology in all parts of their business. The management team knew then that the barriers to entry in the industry were already high and were only likely to get tougher. At a product level, 361 offers a variety of systematic alternative investment strategies to advisors and investors including managed futures, macro, and equity long/short. The products have been popular with the advisory community, but in order to take distribution to the next level, the management team decided to develop an internal marketing automation program that resembles something you're more likely to see outside of investment management.

"When we started this process there weren't a lot of firms in financial services we could look to for examples," explains Tom Florence, President, and CEO of 361 Capital. "We went to Salesforce's Dreamforce conference and learned from others that had success with automated marketing." Dreamforce is an annual conference for clients and partners of Salesforce, a customer relationship management platform.

At Dreamforce, the team from 361 took lessons in lead generation, marketing, and customer relations from other industries with a significant business-to-business sales component. From there, the management team went to work devel......................

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