Get Better Or Get Beaten Marketing

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Presentation at the RAC CLub in London on Hedge Fund Marketing

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Get Better Or Get Beaten Marketing

  1. 1. Get Better or Get Beaten in Hedge Fund Marketing June 2010 Paul Das
  2. 2. Get Better or Get Beaten <ul><li>Examples of Teams and Companies that got </li></ul><ul><li>BEATEN </li></ul><ul><li>Examples of Teams and Companies that got BETTER </li></ul>
  3. 3. Get Better or Get Beaten <ul><li>What factors played a part in companies that got Beaten? </li></ul>
  4. 4. Getting Beaten is the Last Step Hubris from Success
  5. 5. Getting Beaten is the Last Step Hubris from Success Undisciplined Pursuit of More
  6. 6. Getting Beaten is the Last Step Hubris from Success Undisciplined Pursuit of More Denial of Risk and Excuses
  7. 7. Getting Beaten is the Last Step Hubris from Success Undisciplined Pursuit of More Denial of Risk and Excuses Grasping for salvation
  8. 8. Getting Beaten is the Last Step Hubris from Success Undisciplined Pursuit of More Denial of Risk and Excuses Grasping for salvation Beaten to irrelevance or death
  9. 9. Getting Beaten is the Last Step Hubris from Success Undisciplined Pursuit of More Denial of Risk and Excuses Grasping for salvation Beaten to irrelevance or death
  10. 10. Getting Beaten is the Last Step Hubris from Success Undisciplined Pursuit of More Denial of Risk and Excuses Grasping for salvation Beaten to irrelevance or death “ We lost the ability to ask questions and answer them truthfully” Mark Hurd HP Chairman of the Board, Chief Executive Officer and President Hewlett-Packard Company
  11. 11. Get Better or Get Beaten <ul><li>“… .I know that half my Marketing spend is effective – just don’t know which half….” </li></ul>
  12. 12. Getting Beaten is the Last Step Hubris from Success Undisciplined Pursuit of More Denial of Risk and Excuses Grasping for salvation Beaten to irrelevance or death
  13. 13. Getting Beaten is the Last Step Hubris from Success Undisciplined Pursuit of More Denial of Risk and Excuses Grasping for salvation Beaten to irrelevance or death
  14. 14. Get Better or Get Beaten <ul><li>Most marketing data is based on circumstantial and anecdotal evidence that is NOT immediately available </li></ul><ul><ul><li>Brand recognition </li></ul></ul><ul><ul><li>Website stats </li></ul></ul><ul><ul><li>Google analytics </li></ul></ul><ul><ul><li>Click through to websites </li></ul></ul><ul><ul><li>Increases in sales </li></ul></ul><ul><ul><li>More applicable to Web Brands than Hedge Funds </li></ul></ul>
  15. 15. Evidence that cannot be ignored
  16. 16. Evidence that cannot be ignored <ul><li>Prospects that have suddenly started reading information </li></ul>
  17. 17. Evidence that cannot be ignored <ul><li>Prospects that have suddenly started reading information </li></ul><ul><li>Prospects that continually are reviewing your information </li></ul>
  18. 18. Evidence that cannot be ignored <ul><li>Prospects that have suddenly started reading information </li></ul><ul><li>Prospects that continually are reviewing your information </li></ul><ul><li>Prospects that have stop reading your information </li></ul>
  19. 19. Evidence that cannot be ignored <ul><li>Prospects that have suddenly started reading information </li></ul><ul><li>Prospects that continually are reviewing your information </li></ul><ul><li>Prospects that have stop reading your information </li></ul><ul><li>What message really gets your Prospect’s attention </li></ul>
  20. 20. Evidence that cannot be ignored <ul><li>Circulate to the sales team </li></ul><ul><ul><li>- informed in real-time </li></ul></ul><ul><ul><li>- available within a CRM </li></ul></ul><ul><ul><li>within a daily email </li></ul></ul><ul><li>Sales Activity based on actual interest </li></ul><ul><li>Finely Tune Marketing Activity </li></ul>
  21. 21. Getting Beaten is the Last Step Hubris from Success Undisciplined Pursuit of More Denial of Risk and Excuses Grasping for salvation Beaten to irrelevance or death
  22. 22. Redemption – The “ah-ha&quot; Moment
  23. 23. Get Better … The Transition <ul><li>What is the benefit of the change? </li></ul><ul><li>What is the cost of not doing it? </li></ul><ul><li>Am I motivated to do it? </li></ul><ul><li>Am I in a place that accepts transition? </li></ul>
  24. 24. Thank You <ul><li>Always keep Exploring </li></ul>

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