What We Learned About Fund Marketing in 2017

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