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A Marketing Plan for Managers<br />Ron Suber <br />Senior Partner, Global Head of Sales & Marketing<br />Merlin Securities...
It is critical that money managers truly understand what their investors want and require – and that they tailor their mar...
Who are the spectrum of investors?<br />What are the four stages of fund development<br />How hedge funds can run more eff...
The Spectrum of Hedge Fund Investors<br />4<br />
The Four Stages of Hedge Fund Development<br />5<br />
In the Zone: Three Types of Hedge Fund Operating Models<br />6<br />
The AUM / Performance Map<br />7<br />
8<br />Marketing, Sales and Communications<br />Marketing, sales and communications are three terms that are often interch...
9<br />Sales and Communications Activities<br />Sales Activities<br /><ul><li> Maintaining dialogue with clients
 Meeting new potential investors
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A Marketing Plan For Managers Ron Suber

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It is critical that money managers truly understand what their investors want and require – and that they tailor their marketing strategy accordingly.

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Transcript of "A Marketing Plan For Managers Ron Suber"

  1. 1. A Marketing Plan for Managers<br />Ron Suber <br />Senior Partner, Global Head of Sales & Marketing<br />Merlin Securities<br />1<br />
  2. 2. It is critical that money managers truly understand what their investors want and require – and that they tailor their marketing strategy accordingly.<br />2<br />Introduction: Know Your Audience<br />
  3. 3. Who are the spectrum of investors?<br />What are the four stages of fund development<br />How hedge funds can run more efficiently<br />How to effectively tailor and sell your story<br />Why are we doing this?<br />3<br />Today’s Discussion<br />
  4. 4. The Spectrum of Hedge Fund Investors<br />4<br />
  5. 5. The Four Stages of Hedge Fund Development<br />5<br />
  6. 6. In the Zone: Three Types of Hedge Fund Operating Models<br />6<br />
  7. 7. The AUM / Performance Map<br />7<br />
  8. 8. 8<br />Marketing, Sales and Communications<br />Marketing, sales and communications are three terms that are often interchanged, but they have distinct definitions:<br />Marketing represents a firm’s collective efforts to reinforce existing relationships and engage new opportunities. Marketing encompasses both sales and communications.<br />Sales is the private introduction of the firm and its relevant product offerings.<br />Communications is the public introduction of the firm’s brand and range of products.<br />
  9. 9. 9<br />Sales and Communications Activities<br />Sales Activities<br /><ul><li> Maintaining dialogue with clients
  10. 10. Meeting new potential investors
  11. 11. Consistent communication with strategic partners
  12. 12. Supporting foundations and charitable organizations
  13. 13. Maintaining connections with university endowment groups and alumni
  14. 14. Developing relationships with portfolio companies</li></ul>Communications Activities<br /><ul><li> Pitch book
  15. 15. Investor letters
  16. 16. Upgrading the website
  17. 17. Investor databases
  18. 18. Investor conferences
  19. 19. Thought leadership
  20. 20. Media relations
  21. 21. Capital development events</li></li></ul><li>10<br />Conclusion<br />The landscape has changed dramatically for managers and investors over the past several years. <br /> <br />To reach the next level of AUM, funds must understand where they are in their lifecycle, which investors they should target and what each of those investors truly requires. <br />
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