What We Learned About Fund Marketing in 2017

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The following is a rapid-fire account of what we learned about fund marketing in 2017.

We hope it helps inform your efforts in 2018. In no particular order:

  • There is the general sentiment that things are changing.


  • Value is attached to marketing technology. (Managers are beginning to realize that the awkward use of a CRM system is suboptimal.)


  • Video isn’t an oddity anymore.


  • What use to happen over 10 conversations, now takes 100 conversations.


  • Allocators are much more informed.


  • Relationships still matter.


  • In the right circumstances, a good placement agent is invaluable.


  • Marketing decks are slowly starting to lose their luster.


  • Texts are beginning to overtake phone calls.


  • Email marketing is still the most effective form of marketing within the alternative investment sector.


  • Nothing is more effective than emailing an audience once a month for two years, best start now.


  • Hedge funds are no longer glamorous.


  • Private Equity is cool, for now.


  • Allocators invest in people, not strategies.


  • Good design and good aesthetics are important.


  • Allocators would rather review a well thought out website than talk to you.


  • Allocators want to receive information in digestible sound bites.


  • For larger managers, building brand is as important as performing.


  • There are no excuses for being a poor marketer.



By Kyle Dunn

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