The difference between marketing & investor relations

In the asset management industry, marketing and investor relations are frequently lumped into the same bucket. Frankly, this is a mistake. They are very different things, and it is best to treat them as such. One of the most dangerous traps an asset manager can fall into is being very good at investor relations, yet…

The one thing alts managers get wrong in building their pitch book

Doesn’t matter the role, skillset, or experience, practically every investment professional seems to have an opinion on the “right” way to build their pitch book (a/k/a “marketing deck,” “pitch deck,” etc). And it’s because of that we see so many of them doing it “wrong.” You know the saying, “put 10 economists in a room…

5 key takeaways to raising capital more effectively

If you execute the 5 tactics below, you will have more success raising capital. 1. Build rapport before you assess interest You will only receive an allocation from an institution that you have a relationship with – so build one. Amazingly, this is oftentimes overlooked or forgotten about. Don’t ask if someone is interested in…

Stop marketing performance

Not marketing performance is a very hard concept for the industry to grasp. Some people just can’t get there, regardless of the logic. And the logic is hard to refute. Can anyone out there guarantee returns? The answer, a resounding no. Should you build messaging and brand around something you can’t guarantee? The answer, a…

Three exercises to help make your firm more distinctive

“My firm has a distinctive and recognisable brand and voice.” This is a sentiment shared amongst the majority of fund managers – in fact, we did the research as part of our GP and LP online presence survey, and nearly 3 in 4 said this. Even so, we are still seeing the same fundraising clichés…

Differentiated strategy – You’re not as special as you may think

Any Pepsi employee can go out and try a Coke. Any GM marketing executive can walk into a Ford showroom they want. They have access to the exact same information about their competitors as any other consumer. They have access to the exact same information about their competitors as any other consumer. Competitor or not,…

The trap of being conservative

Our industry has a habit of instinctively being conservative. This is understandable. If one is flippant or impulsive with a $50m dollar commitment, bad things happen. Because of this, those looking to solicit allocations from institutions naturally want to come across as serious, conservative, and refined. This can be a trap. Yes, institutions want to…

Take risk – Get a reaction

Most PMs are considered to have Type A personalities. Many have strong opinions and tend not to mince words. So why is it that their materials – websites, decks, blog posts, whitepapers, whatever – are typically devoid of strong statements? Look at the typical website homepage… “We are a registered investment advisor that seeks high…

Why placement agents aren’t always the answer

The path to us is oftentimes circuitous. We aren’t typically the first call. This distinguished honor generally falls to the placement industry. It’s understandable, of course. Managers want money and placement agents have the relationships. Unfortunately, the number of managers that find real success is extremely small – compared to all those that engage placement…

The single most important question to ask in asset management marketing

As time ticks on, fewer and fewer teams have had greater exposure to asset management marketing than ours. Based on subjectivity of marketing, it is very challenging to anchor to any given opinion or position. Unlike the absolute nature of math and finance, there is never a concrete answer. The best you can do is…

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