Financial Marketing is a Process: Defining and Executing an End-to-End Marketing Process

By Shane Stiles and Sarah McNabb Whether you’re a fund manager, investment advisor or broker, whether you’re selling retail or institutional trading, or raising assets for a fund—marketing starts with a process. The goal of a well-defined marketing process is to generate leads that can then be converted to clients through the efforts of automated marketing and sales tactics. Marketing Infrastructure Before you begin to define your offers and campaigns, your marketing infrastructure –the engine for your marketing fuel– must be defined. The leads generated by your offers are best managed within a customer relationship management (CRM) software. A good…

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