A Marketing Plan for Managers<br />Ron Suber <br />Senior Partner, Global Head of Sales & Marketing<br />Merlin Securities<br />1<br />
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 />
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 />
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 />
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<br />Sales and Communications Activities<br />Sales Activities<br /><ul><li> Maintaining dialogue with clients
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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