Unlocking the Power of Institutional Consultants and Peers

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Contrary to popular belief, most institutional investors are not bombarded with a large volume of marketing collateral, so getting their attention should be easier than getting financial advisors’ attention in theory. However, in practice, it’s even more challenging for asset managers to reach this coveted audience.

The most immediate hurdle: institutional investors admit that materials from unfamiliar providers are easily and often discarded. Yet all is not lost for aspiring asset managers. Unsolicited content has a higher chance of being reviewed if the topic speaks to a current business need or if it’s introduced from a trusted source. Even during the RFP process—in which the sole focus is to consider a range of managers for a specific mandate—institutions are not conducting their own research. Instead, they are relying on consultant recommendations. That said, this decision point represents a rare time when institutions are willing to learn about a new manager and develop initial brand favorability for the future. Continue reading

Finding Ways to Maximize Engagement for Institutional Investment Products

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Getting through to an intended audience is the constant goal of marketers. There is little value in carefully curating messages and developing a plan for execution and release of those messages if they never capture the attention of a firm’s targets. The most return from marketing activities is created when the right message meets the right person at the right time. This is true across all industries, including the institutional space.

As a follow-on to our successful 2013 and 2016 advisor marketing collateral studies, Cutting Through the Institutional Marketing Clutter™ will expand insights regarding best-in-class approaches for maximizing the reach and impact of institutional investor-oriented marketing efforts. In a series of focus groups and in-depth one-on-one interviews with institutional investors and consultants, we will examine the full spectrum of marketing material, from email and white papers to provider websites and webinars.

What Will We Ask?

To better understand the marketing that is most effective with institutional investors and consultants, we need to understand the type and frequency of messages they are receiving, the aspects of the messages that are capturing their attention and the firms that are producing best-in-class communication. The report will provide insights into the marketing consumption habits of institutional investors and investment consultants, including their communication preferences, perceptions of content and digital marketing experiences. Continue reading