"Marketing Alpha"

EXCLUSIVELY FOR "SUB-INSTITUTIONAL" &

"SMALLER EMERGING" MANAGERS WHO WANT SUCCESS RAISING ASSETS.

3 BIG "MARKETING MISTAKES" SMALLER managers make FUNDRAISING

NO MARKETING PROCESS = INCONSISTENT + POOR EXECUTION = FAILURE RAISING ASSETS

Most “sub-institutional” + "smaller emerging” managers view "marketing" as:

“Pitching performance”.
“Posting performance + content” to databases, platforms & social media.
"Partying" (Attend conferences).

Those "activities" are often confused with "proper marketing process execution".

However, they only promote inappropriate and improvisational "marketing" that is ineffective without PROCESS: NO STRUCTURE, NO FOCUS and NO DISCIPLINE.

THE RESULT:

Inadequately-strategized and poorly-executed "marketing" devoid of PROCESS, without the critical coordination crucial for the consistently sustained "high-impact", "investor-centric + prospect-specific" engagement now mandatory to succeed raising assets.

Time, money and other valuable limited resources are wasted, while the manager experiences struggle, frustration and failure raising assets.

Consistent organic AUM growth from new investors never occurs, AUM expansion from existing investors declines and retention of AUM suffers.

30+ YEARS MARKETING EXPERIENCE + EXPERTISE + skill

Bryan K. Johnson

Founder & Managing Partner

30+ years experience as an investor, marketer/salesperson, advisor & expert witness within hedge funds, private equity & venture capital.
Formed Johnson & Company in May 2011 as a specialist firm exclusively dedicated to marketing and fundraising for "sub-institutional" and "smaller emerging" managers within venture, private equity, private credit and hedge funds from start-up to AUM less than $100 million AUM.
Prior to Johnson & Company, served as Global Head of Business Development for the Alternative Funds Group (AFG) with Moody’s Investors Service in New York City. Senior Relationship Officer actively called on investment executives, board members and decision-makers at endowments, foundations, taft-hartley (unions) plans, single and multi-family offices, public pensions, broker-dealers, RIAs and institutional consultants. Led deployment of Operational Quality (OQ) ratings for hedge funds and credit ratings for alternative investment securitizations such as Collateralized Fund Obligations (CFOs) and debt obligations of alternative asset managers. Clients included: Citadel, Fortress, King Street, Marathon, SAC, Millennium, Brevan Howard and Marshall Wace.
Before tenure with Moody’s, served as senior lead consultant and chief expert witness for The Attorney General of Texas and The State of Texas in the evaluation of hedge funds and private equity firms involving disposition of the generation assets of Texas Genco and the multi-billion dollar true-up of Centerpoint Energy (CNP:NYSE)
Preceding engagement with the State of Texas and The Office of the Attorney General, CEO/Founder of Gotham Bay Partners, an alternative investment firm which developed investment policy and asset allocation strategies for 60+ private wealth investors and family offices as well as evaluated single manager and pooled private equity and hedge funds. Raised and allocated $3+ billion to external managers. Principal investor/portfolio manager of a $100 million dollar internal private equity fund.
B.A. from Washington and Lee University (Lexington, VA) 1986.

(512) 786-1569

Email: bryan@Johnsn.com

LinkedIn Profile

Johnson & Company

"Marketing Alpha"

THE BELIEF BY ALMOST EVERY MANAGER:“perfoRMANCE BRINGS AUM".

"PERFORMANCE DOES NOT RAISE assets".

CONSISTENT EXECUTION OF A "FORMAL" MARKETING PROCESS IS THE ESSENTIAL FACTOR FOR NEW & SMALLER MANAGERS TO RAISE ASSETS.

3 BIG "MARKETING MISTAKES" SMALLER managers make FUNDRAISING

NO MARKETING PROCESS = INCONSISTENT + POOR EXECUTION = FAILURE RAISING ASSETS

#1: "pitching". that's NOT "MARKETING".

#2:"POSTING". THAT'S not "markeTING".

#3: "partying". THAT'S not "marKETING".

30+ YEARS MARKETING EXPERIENCE + EXPERTISE + skill

Since 2011, the ONLY marketing + fundraising SPECIALIST for "sub-institutional" MANAGERS

PDF Viewer

"MARKETING ALPHA": IT'S NOT ONLY VITAL; IT'S MANDATORY.

"Marketing Alpha"

THE BELIEF BY ALMOST EVERY MANAGER:“perfoRMANCE BRINGS AUM".

"PERFORMANCE DOES NOT RAISE assets".

CONSISTENT EXECUTION OF A "FORMAL" MARKETING PROCESS IS THE ESSENTIAL FACTOR FOR NEW & SMALLER MANAGERS TO RAISE ASSETS.

3 BIG "MARKETING MISTAKES" SMALLER managers make FUNDRAISING

NO MARKETING PROCESS = INCONSISTENT + POOR EXECUTION = FAILURE RAISING ASSETS

#1: "pitching". that's NOT "MARKETING".

#2:"POSTING". THAT'S not "markeTING".

#3: "partying". THAT'S not "marKETING".

30+ YEARS MARKETING EXPERIENCE + EXPERTISE + skill

Since 2011, the ONLY marketing + fundraising SPECIALIST for "sub-institutional" MANAGERS

PDF Viewer

"MARKETING ALPHA": IT'S NOT ONLY VITAL; IT'S MANDATORY.

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