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Preparing For Asset Raising In A Post-Pandemic, Recessionary World

 

SESSION TWO

Two Marketing Plans Every Investment Firm Needs

Wednesday, June 24, 2020 - Online

1pm ET / 10am PT / 6pm GMT

30-45 min. session, depending on Q&A length

 

Welcome to the second of a series of AlphaWeek webinars that will offer insights and tips to prepare money management firms for improving their abilities to out-market competitors and attract assets from sophisticated investors in the coming post-pandemic, recessionary world.

For this series of asset raising webinars AlphaWeek has partnered with Bruce Frumerman, CEO of the 32-year-old financial communications and sales marketing consulting firm Frumerman & Nemeth Inc. Their work has helped money management firm clients attract over $7 billion in new assets yet they are not third-party marketers.

Winning over sophisticated institutional investors to your money management firm’s strategy requires creating and managing your marketing effort the right way. You want to out-market competitors, turn prospects into clients quicker, and attract more sticky assets. This necessitates your investment firm’s executive team to produce and oversee two marketing efforts, not one. And this requires having two distinct marketing plans.

Money management firms that have not yet recognized this have likely been less effective in their asset raising efforts. Consider their typical approach. Hire a salesperson. Make a flipchart pitchbook. Tell the sales person to go convince people to hand over money to invest on their behalf. Become frustrated when the salesperson is not quickly converting skeptical sophisticated investors into clients. What is it that such investment firm owners fail to grasp?

There are two parts to marketing a money management firm’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 this Two Marketing Plans Every Investment Firm Needs webinar, attendees will learn the steps for constructing and putting into action a sales marketing plan and a communications marketing plan.

 

a message from Frumerman & Nemeth CEO Bruce Frumerman

In these unprecedented times there is, temporarily, no business as usual. Many institutional investors have put their in-the-works portfolio manager due diligence efforts on hold. They are suffering too many distractions for them to even consider their pre-pandemic backlog of requests from new managers wanting to pitch for their business.

What can be a productive use of the time for money management firm owners in planning and preparing so that they are ready with improved abilities to out-market competitors once they are able to reconnect with prospective investors, reengage in the selling cycle and undergo what is bound to be stiffer due diligence vetting in the recessionary, post-pandemic market environment?

Family offices, endowments, foundations, institutional plan sponsors, investment consultant gatekeepers and some in the independent, fee-only financial planning/investment advisory business are going to become pickier in how they vet portfolio managers. They will require more information — both objective and subjective — for evaluating and passing judgement on each investment strategy being pitched to them. This will require more and better content communications from the money management firms seeking out new mandates from institutional investors.

Due diligence vetting will increasingly include more strategy implementation and portfolio characteristics questions for the investment management firm competing for a mandate from institutional investors. Money managers should assume they will be getting asked more detailed questions and prepare for this.

More and better portfolio data communications in your asset raising efforts with sophisticated investors will improve your ability to out-market competitors and to educate and persuade people to understand and buy into how you invest.

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