"Marketing Alpha"
15-YEARS AS THE ONLY MARKETING SPECIALIST FOR $0-$100 MILLION AUM AND
"SMALL EMERGING" MANAGERS.
MOST SMALL MANAGERS FAIL RAISING ASSETS.
FUNDRAISING FACTS FOR SMALLER MANAGERS
FUNDRAISING REQUIRES A FOCUSED, DISCIPLINED AND CONSISTENTLY EXECUTED markETING PROCESS.
MOST managers with aum less than $150 million do not have a marketing PROCESS.
FACT: "PERFORMANCE DOES NOT RAISE assets".
There’s a lot of “BS” + scams about marketing & fundraising for “SMALL sub-institutional managERS.
"NO BS" = "Tell it like it is".
"Marketing BS" kills the ability of a small manager to achieve results fundraising.
"NO BS": What manager needs to hear to raise assets vs what they want to hear.
THE KEY DIFFERENCE MAKER: "MARKETING ALPHA".
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 reserach" 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" SMALL managers make FUNDRAISING
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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