In our industry, introductory emails that are too short are hardly the problem. Allocators have gotten used to seeing long emails with walls of text and a scroll that goes on for 30 ft.Read More
Not looking bad is a much greater motivator than looking good. And unsurprisingly, this is exactly the same logic that seems to drive most alternatives managers when it comes to presenting themselves to investors and the marketplace, as well.Read More
You can’t “limp” into the business anymore. You need to show up with resources and a plan. This is as much the situation for large funds as it is for new funds. Easy is over.Read More
We had a chance to sit down with David Modiano, an experienced hedge fund allocator, to discuss his perspectives on fund marketing.Read More
Roadshows - when done effectively - are a great way to develop new relationships, strengthen existing relationships, and ultimately raise capital.Read More
As we enter the final quarter of the year, managers are beginning to plan ahead for 2019. Seems a little too soon? It’s never too early to think ahead.Read More
Ninety five percent of the managers we encounter (and we encounter a lot), established and / or emerging tend to think of marketing as warfare not politics. This is a mistake.Read More
Starting a fund takes serious working capital and an enormous marketing war chest. It takes years of staying power to fight your way onto the platform, and several more years to gain sustainable AUM.Read More
Managers are curious to know how devices used impacts the way a prospective investor engages.Read More
Although, it’s not discussed in this way, individuals have a brand too! We refer to it as their “identity” or “character-traits” and say things like, “it’s in my DNA.”Read More
Ever wondered when your monthly updates are most read?
From the hundreds of campaigns we’ve launched to thousands of investors, email open % / engagement rates are highest when…Read More
During the quieter summer months, how have you considered re-engaging your database when the busier fall months roll back in? More and more managers are now using webinars.Read More
Our industry is obsessed with formulas. Here is ours… as it relates to raising capital.Read More
As an old colleague used to say, “NO!” is the second-best thing you can hear. Sure, it’s a sign of failure – but it frees you from having to wait by the phone (or email) for a response.Read More
It’s a waste of time to try to predict what the alternative investments sphere would be like in fifty years–you can’t. What you can do is focus on the next five years – think one step ahead.Read More
1. Convey the passion and conviction you have for what you do.
2. Close Capital.
3. Be Perfect.
Marketing – when to strive for perfection and when to cut corners. Marketing is an interesting business. The established adage certainly holds: “A marketer can deliver something of quality, quickly, or for less expense, but you only get to pick two.”Read More
The marketing : sales ratio has evolved over the past couple of decades. This isn’t something limited to certain industries, but is very much a universal phenomenon. Here’s what that ratio used to look like:Read More
Not all prospective LPs are created equal. There are different degrees of “equal”-ness: some can become LPs just over a couple of months, while others can take years before they are invested in your fund.Read More
GIVE AND TAKE, the classic practice of compromise or mutual concession - something our kindergarten teachers taught us. When it comes to Allocator/ Investor Analytics (a.k.a. Marketing Automation), the same rule applies. You give first, and take later.Read More