Sat, Oct 20, 2018
A A A
Welcome Guest
Free Trial RSS
Get FREE trial access to our award winning publications
New Managers September 2018

PERSPECTIVES: Your hedge fund asset raising requires two marketing plans (Part 2 of 2)

 

Your hedge fund asset raising requires two marketing plans (Part 2 of 2)

Winning over sophisticated institutional investors to your investment strategy requires creating and managing your marketing effort the right way. Outmarketing competitors, turning prospects into clients quicker, and attracting more sticky assets actually necessitates an investment firm's executive team to produce and oversee two marketing efforts, not one. And this requires having two distinct marketing plans.

There are two parts to marketing a hedge fund's investment products to sophisticated institutional investors: sales marketing and communications marketing. Sales marketing is the process of selling to these prospects and their advisors. But what is it that the prospects are told? That's the job of communications marketing.

In our article last month, we offered insights and tips for building or refining your money management firm's sales marketing plan. Now, let's turn our attention to the communications marketing plan.

If you lack a written communications marketing plan you lack a playbook, and the content, for arming your sales marketing staff with the tools they need to tell and sell the firm's story throughout the selling cycle to raise assets from sophisticated institutional investors such as family offices, endowments and foundations, institutional plan sponsors and the investment consultant gatekeepers

Important as this is, over the past three decades our financial communications and sales marketing consulting firm has observed that the majority of hedge fund firms it has come across, no matter their size, seem to be operating without any communications marketing plan of action. While investment management firms may take the occasional communications marketing related step every once in a while, in support of their sales marketing efforts, there often is no full plan of action. Also, many lack the full arsenal of content l......................

To view our full article please login

This article was published in Opalesque's New Managers a top-down monthly analysis, news and research publication on the global emerging manager space.
New Managers
New Managers
New Managers

Today's Exclusives Today's Other Voices More Exclusives
Previous Opalesque Exclusives                                  
More Other Voices
Previous Other Voices                                               
Access Alternative Market Briefing

 



  • Top Forwarded
  • Top Tracked
  • Top Searched
  1. BB&T Securities to bolster alternative investment offerings with CAIS platform[more]

    Laxman Pai, Opalesque Asia: The financial services firm BB&T Securities has selects the financial product marketplace CAIS to expand alternative investment access for advisors. A press release from the wholly owned subsidiary of BB&T Corporation said that with CAIS, it will gain access to pr

  2. Europe: Europeans up interest in unconstrained bond strategies, Generali steps up efforts to build multi-boutique business, Nordea bank in new Russia funds complaint, FCA proposes climate risk reporting duty for asset managers[more]

    Europeans up interest in unconstrained bond strategies Unconstrained bond assets are on the rise. Across both retail and institutional accounts, assets under management in these strategies rose from $153.2 billion in Q2 2013 to $289.7 billion in Q2 2018, for a five-year compound annual

  3. Stock slump aftermath: Hedge funds got caught long and wrong before stock slump, The huge 'blackout' that may be deepening market turbulence, Market veterans don't see the bottom yet: 'More selling is yet to come', Hedge funds hold up in rout as defensive stance finally pays off, Rally erupted in gold market days after funds made big bear bet[more]

    Hedge funds got caught long and wrong before stock slump From Bloomberg: In a moment of bad market timing, hedge funds had increased their bullish bets on U.S. stocks to the highest since February, and second-highest in five years, just before last week's sell-off. Speculative net

  4. Robert Citrone's discovery cashes in on bearish bets[more]

    From Institutional Investor: The macro hedge fund is riding strong gains since mid-year thanks to savvy wagers against Italian fixed income and other instruments. Macro hedge funds are finally getting a reprieve, between the bond market selloff and overall financial market volatility - two even

  5. Hedge funds at the 'core' of stock slump may be done offloading, Why hedge funds will stick with ever-risky short volatility trades[more]

    Hedge funds at the 'core' of stock slump may be done offloading From Bloomberg: One quantum of solace for bruised stock bulls: Some of the usual suspects behind last week's rout may be done frightening markets. Equity long-short hedge funds are among the worst-performing categori