MARKETING + FUNDRAISING SPECIALIST FOR SUB-$150 MILLION AUM MANAGERS
MOST SUB-$100 MANAGERS DO NOT HAVE A MARKETING PROCESS. THE RESULT: MOST FAIL RAISING ASSETS DESPITE PERFORMANCE.
"GOT PERFORMANCE" BUT not raising assets?
SUCCESSFUL FUNDRAISING REQUIRES FOCUSED, DISCIPLINED AND WELL-EXECUTED markETING.
3 "MISTAKES" MADE BY SUB-$150 MANAGERS:
1) "PITCHING" 2) "POSTING" 3) "PARTYING"
Most managers firmly believe "performance brings assets".
As such, they view "marketing" simply as displaying + distributing performance.
- “Pitching performance”.
- “Posting performance ” to databases, platforms & social media (linkedin).
- "Partying" (Attending conferences).
Those "activities" lack the process, structure and focus required to raise assets in a "low-trust", hyper-competitive and crowded capital raising climate filled with highly risk-averse, stringently selective and idiosyncratically demanding investors, allocators, intermediaries, gatekeepers and advisors.
"Pitching, posting + "partying" are inconsistent, inappropriate + improvisational "activities" that lead to poor prospect engagement and failure raising assets.
Sub-$150 managers without a "marketing proces" experience the following:
- Solid/exceptional performance but can't get meetings = No AUM growth.
- No Cap Intro "attention" for managers below $250 million AUM.
- Inability to form a 3rd party marketing relationship with a reputable firm.
- Attend conferences that are expensive and promise legitimate investors but ultimately have far more "service providers".
- The collateral stack (deck, website, etc.) doesn't make impact.
THE RESULTS OF "NO MARKETING PROCESS: PITCHING, POSTING & PARTYING
- NO PROCESS = Lack of structure, focus, consistency and discipline.
- Inadequately-strategized and poorly-executed "marketing + fundraising" without the critical coordination necessary for sustained and appropriate "investor-centric + prospect-specific" engagement, which is mandatory to succeed raising assets.
- Consistent AUM growth from new investors never occurs.
- AUM expansion from existing investors declines.
- Retention of existing AUM suffers.
- Wasted time, money and other valuable limited resources.
There’s TOO MUCH “MARKETING BS” THAT KILLS SUCCESSFUL FUNDRAISING FOR SUB-$150 MILLION AUM managers.
"MARKETING ALPHA" = NO BS!
Sub-$100 AUM managers + small emerging managers know they need to “do marketing" but most don't know how to do it "right".
For 15+ years, Johnson & Company has been the only specialist firm making sure "small managers do marketing right" to raise assets.
"Marketing Alpha" eliminates the "marketing BS" that leads to mistakes, wasted time, effort and money with the end result: Failure raising assets.
The process optimally positions a manager to raise assets efficiently, economically and expediently from personal "1-on-1" marketing and fundraising training and instruction with assisted execution.
"Marketing Alpha" is an intensive "step-by-step" process supported by "high-integrity independent data and research" and 30+ years frontline marketing and fundraising experience that fosters "NO BS" communication with the high level of focus and accountability necessary for the consistent marketing process execution mandatory for sub-$150 million AUM + small emerging managers to raise assets in a "low-trust", hyper-competitive and crowded capital raising climate from highly risk-averse, stringently selective and idiosyncratically demanding investors, allocators, intermediaries, gatekeepers and advisors.
"MARKETING ALPHA": hOW Sub-$150 aum MANAGERs succeed raising assets.
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