"Marketing Alpha"
15-YEARS AS THE ONLY MARKETING SPECIALIST FOR SUB-$100 MILLION AUM MANAGERS.
MOST SUB-$100 MANAGERS DO NOT HAVE A MARKETING PROCESS AND LACK A CLEAR UNDERSTANDING OF APPROPRIATE MARKETING. AS A RESULT, MOST FAIL RAISING ASSETS
"PERFORMANCE GETS ATTENTION NOT ASSETS!".
SUCCESSFUL FUNDRAISING REQUIRES FOCUSED, DISCIPLINED AND WELL-EXECUTED markETING.
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 "step-by-step" process supported by "high-integrity data and research" and 30+years frontline marketing and fundraising experience in tandem with 1-on-1 personal engagement that fosters candid communication and the accountability to enable the consistent marketing process execution and intensity mandatory for "sub-institutional" ($0-$100 million AUM) 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 and gatekeepers.
3 "MISTAKES" MADE BY SUB-$100 MANAGERS:
1) "PITCHING" 2) "POSTING" 3) "PARTYING"
Most “sub-institutional” managers firmly believe "performance brings assets".
As such, they view "marketing" as simply displaying and distributing performance:
- “Pitching performance”.
- “Posting performance ” to databases, platforms & social media (linkedin).
- "Partying" (Attending conferences).
Those "actions" are NOT aspects of an appropriate marketing process. In fact, they promote "inconsistent + inappropriate + improvisational marketing behavior", which contributes to chronic struggle, frustration and failure raising assets.
THE RESULTS OF "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.
"MARKETING ALPHA": how Sub-$100 aum MANAGERs succeed raising assets.
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