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

How Institutional Investors React to Marketing

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Asset managers trying to get the attention of institutional investors must go beyond the typical marketing plan. Getting the attention of institutional investors takes place on a completely different playing field.

In contrast to financial advisors, institutional investors are not being bombarded with as many marketing materials, so in theory getting their attention should be easier. However, institutional investors’ marketing consumption behavior is generally confined to the asset managers they are already doing business with or potential managers they are considering when conducting an RFP. This demands an entirely different element of strategy for asset managers when creating their marketing plan, as the challenge for unknown firms to break through to this audience is incredibly difficult.

  • If I don’t recognize the brand or the name … then I probably wouldn’t even look twice at it.” Benefits Director, $750M DC/DB, NYC
  • “I don’t get that much to be honest with you, but I don’t really look at things from providers that we’re not using.” CFO, $20M Endowment, NYC

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