"Marketing Alpha"
15-YEARS AS THE ONLY MARKETING SPECIALIST FOR SUB-$100 MILLION MANAGERS.
MOST SUB-$100 MILLION AUM MANAGERS FAIL RAISING ASSETS.
FUNDRAISING FACTS FOR SUB-$100 MILLION AUM MANAGERS
SUCCESSFUL FUNDRAISING REQUIRES FOCUSED, DISCIPLINED AND WELL-EXECUTED markETING.
"PERFORMANCE GETS ATTENTION NOT ASSETS!".
There’s TOO MUCH “BS” about MARKETING + raising ASSETS for SUB-$100 MILLION AUM managers.
"NO BS": "FACTS NOT FEELINGS"
"Marketing BS" kills the ability of a sub-$100 AUM manager to succeed fundraising.
THE KEY DIFFERENCE MAKER: "MARKETING ALPHA". = NO BS!
A rigorous "step-by-step" "fact-based; data-driven" process supported by 30+years frontline marketing and fundraising experience in tandem with 1-on-1 personal engagement with "independent high-integrity data and research" that fosters candid communication and accountability to enable the consistent marketing process execution mandatory for "sub-institutional" ($0-$100 million AUM) and "small" managers to raise assets in a hyper-competitive and crowded capital raising climate from highly risk-averse, stringently selective and idiosyncratically demanding investors, allocators and gatekeepers.
3 BIG "MARKETING MISTAKES" MADE BY SUB-$100 MILLION MANAGERS
INCONSISTENT + INAPPROPRIATE + improvisational marketing behavior.
Most “sub-institutional” + "small” managers view "marketing" as:
- “Pitching performance”.
- “Posting performance + content” to databases, platforms & social media.
- "Partying" (Attending conferences).
Those "actions" are NOT aspects of a "PROCESS" or proper marketing execution". They promote "inconsistent + inappropriate + improvisational marketing behavior".
THE RESULTS OF NO MARKETING PROCESS:
- NO STRUCTURE, NO FOCUS, NO CONSISTENCY + NO DISCIPLINE.
- Inadequately-strategized and poorly-executed "tactical marketing" without the critical coordination and crucial integration 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.
#1: "pitching" is NOT "MARKETING".
#2:"POSTING" PERFORMANCE TO DATABASES IS NOT "MARKETING".
#3: "partying" (ATTENDING CONFERENCES) is not "marKETING".
"MARKETING ALPHA": THE CRITICAL FACTOR FOR SMALL MANAGER FUNDRAISING SUCCESS.
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