Strategy Overview
This chapter summarises the steps involved in setting up the infrastructure, and what follows once setup is complete.
Firm research
The process begins with researching and documenting key aspects of the investment manager — products & strategies, target audience, sales team coverage, and languages it communicates in online.
Completing essential groundwork
Next, a number of preparatory tasks are undertaken:
- Collating, setting up download tracking, and creating an internal document library for marketing materials
- Ensuring the corporate website is fit for purpose
- Establishing a structured process for content publishing
Lead generation & management
Once content is being published, website subscriptions are introduced so visitors can opt into receiving relevant content, which allows the marketing database to grow.
Alerts are then configured in the marketing automation system to share behavioural insights — based on the digital activity of tracked contacts — with the appropriate salesperson.
This tracking is made possible by a browser cookie placed when a visitor subscribes, which allows their subsequent interactions with the website and content to be monitored.
Post-implementation focus
With the infrastructure in place, attention can then shift to ongoing operations — writing compelling emails, running campaigns, testing and tweaking, and delivering ad-hoc projects as needed.
Depending on the individual circumstances of each investment manager, a few key areas will arise for additional focus — such as increasing overall website traffic, improving the website-to-subscriber conversion rate, and boosting the volume of digital activity from tracked contacts.