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Asset Management Communications Blog

A Resource for Investment Management Marketing & Communications

The Most Uncomfortable Investment Management Marketing Question

March 21, 2018

"How well do I really know my clients?”

I’ve yet to meet a portfolio manager or sales and marketing executive who says they don’t intimately “know” their clients and client types.

I’m not buying it.

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MMM-Brainstorming Content Ideas: Content Marketing for Investment Managers

May 10, 2017

Today is Part 5  of our series, Developing a Content Marketing Strategy for Investment Managers. Earlier entries in the series include:

In Part 5 today, we explain how managers can easily brainstorm more than a year's worth of content: Read More

5 Ways to Integrate Investment Management Websites into your Marketing Strategy

March 02, 2017


Investment management websites are the undiscovered country of the asset management marketing world.

 The reason, it seems, is because many investment managers are still equating digital marketing in 2017 with “internet marketing,” circa 1995.

There’s nothing sketchy or unethical about it; quite the opposite, in fact.

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Here's the First Monday Morning Marketing Minute... on Friday!

February 10, 2017

In this video series, we will be offering bite-sized nuggets of wisdom, thought leadership, tips, and strategies for getting your digital marketing and messaging strategy pointed in the right direction.

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3 Reasons Why Your Investment Management Pitchbook Must Die

February 06, 2017

About a year and a half ago, I did a post on rethinking your pitchbook.

Ever since then, I’ve though a lot about them. Pitchbooks (or brochures for those working the retail angle) are an industry staple: everyone has one, and everyone sees it as one of the (if not THE) cornerstones of their investment management marketing and sales effort...

...And if that's what everyone thinks, then it's time for your pitchbook to die.

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2017 Content Resolution #2–Show Trust in Your Marketing team

December 14, 2016


I have undergraduate and Master's degrees in History, and there was a time when I was really into memorizing as many quotes from respected historical figures as I could.

It became a problem.

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2017 Content Resolution #1–No Investment Management Market Commentaries

December 07, 2016

I may have mentioned in an earlier post that one of the more common objections I get when broaching the subject of content marketing for investment managers is:

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Different, but the Same: The Investment Management Marketing Conundrum

November 15, 2016

As is often the case, it's what people do, rather than what they say, that's most telling. 

Let’s get this out of the way early.

 If an investment manager

  1. does good work
  2. has responsive client service, and
  3. keeps a decent track record

then there is no reason why they should struggle to grow their assets under management.

If they do, then the problem is the marketing. Full. Stop.

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Why AUM is a Terrible Investment Management Marketing Goal

September 20, 2016

For most investment management firms, the top line goal is to grow their assets under management.

Here’s the problem with using AUM growth as the primary measurement of the ROI of a marketing strategy:

It is a one-dimensional, pass/fail metric that doesn’t reflect the values most firms hold dear.

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6 Content Strategy Considerations: Investment Management Marketing

September 02, 2016

Content. It’s the lifeblood of investment management marketing - only most in the industry don’t fully appreciate it yet.

The reason why content is so important is because it is the best way for managers, particularly emerging managers who are looking to break through, to establish clear differentiation. 

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Use Storytelling to Sell Your Process: Investment Management Marketing

August 04, 2016

When investment managers go before a prospect, be it an investment committee, private client, or anything in between, the instinct is to focus primarily on their investment process.

It’s not surprising. After all, it’s the subject managers feel most comfortable discussing, and is where most believe their core differentiation lies.

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Best Practices for Marketing White Papers for Investment Managers

July 13, 2016

In the old days, marketing white papers for investment managers were a months-long process of deep research, analysis, and composition. The end result was typically a product which would appeal strongly to fellow portfolio managers, investment analysts, and finance professors.

In other words, the perceived marketing value was in demonstrating how learned and professional a particular firm was.

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Investment Management Client Reporting: Spice Up Q2 Communications

July 06, 2016

This was quite a quarter.

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Opportunities & Challenges: Content Marketing for Investment Managers

May 20, 2016

I love industry surveys that offer insight in easily digestible snippets.

Recently, the Mutual Fund Education Alliance & BackBay Communications released one such survey on the perceptions about content marketing by those in the investment management industry who have adopted the practice.

The results of the survey, while not surprising, do offer some insight into where asset management industry peers are having success, as well as the challenges they face.

Here are some of the key findings and our takes on them:

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Keeping Consultants Happy: Investment Management Marketing

April 15, 2016

A couple of weeks ago, I sat in on a webinar hosted by FundFire. The topic was “Consultant Roundtable: How to Get on the Recommended List.”

For a number of my clients and contacts, the entire purpose of their investment management marketing strategy is to get their firms on as many approved lists as possible.

With that in mind, there were a couple of interesting points of emphasis to pass along, as it relates to building a high-quality relationship between investment managers and their consultant buyer personas.

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4 Steps to a Better Quarterly Letter

April 07, 2016

In the never-ending quest for differentiation, one of the best ways investment managers can demonstrate their uniqueness is in the quarterly client letter.

It is a timely issue, as this is one of the four times a year when investment managers are more or less forced to follow up with their clients and explain themselves (better or worse).

For even the most reticent, misanthropic firms, the quarterly client letter can do more to differentiate than any other single business practice.

With that in mind, quarterly investment management client communications can be greatly enhanced by adhering to these four basic strategies.

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The Asset Management Communications Blog is a resource from Daniel Quinn Communications for investment management firms on effective marketing and communications:

   ~ Inbound Marketing / Content Marketing
   ~ Website and other online content
   ~ Content marketing for asset managers
   ~ Style guides
   ~ Presentation materials
   ~ General advice on effective writing.