Your role in the industry

As someone in asset management marketing, your role will be to understand the markets and clients of the industry. This involves:

  • Understanding the different types of clients, such as institutional investors, financial advisors, and individual investors, and their needs and preferences.
  • Identifying market trends and opportunities that can be leveraged to attract and retain clients.
  • Developing marketing materials that effectively communicate the features, advantages, and benefits of your company’s products and services to different client segments.
  • Collaborating with other departments, such as portfolio management and sales, to ensure that marketing messages are aligned with investment strategies and sales objectives.
  • Utilizing different channels, such as digital marketing, events, and media relations, to reach and engage with clients.
  • Monitoring and measuring the effectiveness of marketing efforts to continuously improve and optimize strategies.

Markets and clients:

  • Asset managers primarily communicate with other asset managers, but it’s important to keep in mind the ultimate end clients who will be investing in the products.
  • Institutional investors, such as pension funds and insurance companies, tend to have longer investment horizons and more complex investment needs than individual investors or financial advisors.
  • Financial advisors play a crucial role in the distribution of asset management products to individual investors and often rely on marketing materials to make investment recommendations.

Features and benefits:

  • Features refer to the attributes of a fund or investment strategy, such as the asset class, investment style, and fees.
  • Advantages are what distinguish a product from other similar products, such as outperforming a benchmark or having a unique investment process.
  • Benefits directly address a client need, such as achieving a specific investment goal or providing peace of mind through risk management.