"SUCCESSFUL FUNDRAISING DEMANDS CONSISTENT MARKETING PROCESS EXECUTION"
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.
IT'S TIME FOR "MARKETING ALPHA".
"PERFORMANCE DOES NOT RAISE ASSETS"
“81% smaller managers do not have a “formal” marketing process”.
"MARKETING ALPHA" = "no bs" = results.
- Exclusively for "sub-institutional" ($0-$100 million AUM) and "smaller emerging" managers to optimize the marketing process to consistently succeed raising assets under management (AUM).
- Eliminates the "BS": Enables "sub-institutional" and "smaller emerging" managers to get beyond the hype, noise, propaganda, scams and wrong information about marketing and fundraising.
- Delivers "FACTS": Accurate information, objective insight and experienced intelligence about the essential components of marketing and fundraising for "sub-institutional" + "smaller emerging" managers.
- Prevents inappropriate, improvisational and ineffective marketing that leads "sub-institutional" and "smaller emerging" managers to persistent struggle, frustration and failure raising assets.
- Provides "sub-institutional" and "smaller emerging" managers with the crucial "manager-specific" "step-by-step assisted" execution supported by candor, accountability, focus, discipline, structure, intensity and consistency, which are vital to succeed fundraising.
- Catalyzes "high-integrity" independent marketing data and research with +30 years of fundraising experience, expertise and skill for appropriate, economical, efficient, expedient and effective fundraising execution.
- Installs appropriate "manager-specific" marketing process now required high-impact "investor-centric;prospect-specific engagement" in a "low-trust", hyper-competitive and crowded fundraising climate filled with highly risk-averse, hyper-skeptical, idiosyncratically demanding and stringently selective investors, allocators and intermediaries, who now conduct deeply invasive multi-factor qualitative and quantitative due diligence that has expanded strategically and tactically.
- Optimally prepares, equips and positions "sub-institutional" + "smaller emerging" managers with the "manager-specific marketing process" mandatory to consistently raise new assets as well as retain and expand current AUM.
"MARKETING ALPHA": CASE PROOF
Laurence Yang
Founder and Co-Chief Investment Officer
Hong Kong • Zürich •Abu Dhabi • Beijing • Melbourne
AUM grew from $20+ million to $1+ Billion in 3 years
- 2017: 2 investors = $18 Million AUM.
- 2020: Implemented “MARKETING ALPHA”.
- 2021: 1 year later $100 Million AUM.
- 2022: Within 1 year, AUM grew 9x to just under a billion dollars.
- 2023: (January) Surpassed $1 Billion AUM.
FOR "MARKETING ALPHA” DETAILS, DATES + LOCATIONS, CONTACT:
BRYAN@JOHNSN.COM
"MARKETING ALPHA": IT'S NOT VITAL; NOW IT'S MANDATORY.
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