"Marketing Alpha"
15-YEARS AS THE ONLY MARKETING SPECIALIST FOR $0-$100 MILLION AUM AND
"SMALLER EMERGING" MANAGERS.
THE CRITICAL CHALLENGE for SMALLER MANAGERS = FUNDraiSING.
MOST SMALLER MANAGERS FAIL RAISING ASSETS.
FUNDRAISING FACTS FOR SMALLER MANAGERS
“81% OF small managers do not have a PROFESSIONAL marketing + SALES STRATEGY".
FACT: "PERFORMANCE DOES NOT RAISE assets".
FUNDRAISING success demands eliminating marketing "bs"
There’s a lot of “BS”about marketing and fundraising
for “sub-institutional” + “smaller emerging” managers.
"NO BS" = CANDOR: "Telling it like it is".
Lack of candor is a killer to achieving results marketing + successful fundraising.
"NO BS" i.e. "CANDOR" is frontline experience matched with a rigorous process supported by "independent high-integrity data" to foster the clear communication and accountability that enables the consistent "fact-based" marketing process execution now mandatory for "sub-institutional" ($0-$100 million AUM) and "smaller emerging" 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
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".
They promote "inappropriate + improvisational marketing" that has NO PROCESS.
THE RESULTS:
- NO STRUCTURE, NO FOCUS, NO CONSISTENCY + NO DISCIPLINE.
- Inadequately-strategized and poorly-executed "marketing" without the critical coordination and crucial integration necessary for sustained and appropriate "investor-centric + prospect-specific" engagement, which is now mandatory to succeed raising assets.
- Consistent AUM growth from new investors never occurs.
- AUM expansion from existing investors declines.
- Retention of existing AUM suffers.
- Ultimately, continued failure growing AUM and raising assets along with time, money and other valuable limited resources wasted.
#1: "pitching". that's NOT "MARKETING".
#2:"POSTING". THAT'S not "markeTING".
#3: "partying". THAT'S not "marKETING".
"MARKETING ALPHA": THE CRITICAL FACTOR FOR SMALL MANAGER FUNDRAISING SUCCESS.
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