Whilst hedge fund marketing isn’t known for crippling self-doubt, effectively communicating about a new product requires removal of vagueness, evasion or unreasonableness (as the opposite of logic)
Last week I had an interesting discovery call conversation with an asset manager looking to raise an eight-figure amount in capital for a new fund. I’m no expert in hedge fund marketing so I relied on the manager to have done their investor research, have crafted a credible product and have a proven track record.
So our talk revolved around ideas of solo B2B marketing fundamentals, touching on the manager’s competitive advantages and establishing credibility. We created some valuable ideas to take further.
Later, I thought about the use of storytelling, presentation and creating an environment for attracting investment. I’ve summarised some of those ideas down below.
CREATING CREDIBILITY IN YOUR HEDGE FUND MARKETING
Early days fund marketing balances the founder’s experience with the genius idea. The hierarchy in B2B marketing strategy starts with market orientation and subsequent market position, where your genius idea are unpacked and reassembled so that it makes perfect sense to the market.
Near the end of the marketing process are the 4P’s of marketing: product, price, promotion, place. Many marketers start their campaigns with this stage, hoping a product’s inconsistencies are not noted. For a solo founder raising capital for any industry, a reliance on the 4P’s might descend into fancy slides and personal branding, often reduced to a resume and an attitude.
Build credibility by using a range of channels. Your resume, LinkedIn profile, industry standing, website (see below), pitch book and more. The more others talk about you, reference you or invite your input, the better. This does not mean becoming a LinkedIn influencer.
STORYTELLING WILL ONLY GET YOU SO FAR
Using storytelling as a B2B marketing tool continues to gather apace. There is a lot of value in using a personal story as a framework for organising your thoughts into a coherent whole.
However I would not rely on storytelling to sway an audience with emotion rather than a strong value proposition. I’m often asked to write ‘compelling’ or ‘engaging’ content about products or services that are neither. Perhaps there is no such thing as compelling content. If it were true that marketing or sales could bewitch an audience with compelling words, we would buy random crap all the time without knowing it. Re-tool your offering before you try the flim flam.
Fund managers aren’t known for crippling self-doubt, either. However confidence doesn’t necessarily translate to an ability to effectively communicate their position. Your content strategy should remove vagueness, evasion or unreasonableness (as the opposite of logic) within their pitch, website or LinkedIn profile and replace it with clarity and logic.
A WEBSITE WILL GET YOU A LITTLE FURTHER
Speaking of clear content, I review many B2B service websites. Often, for all their words, they say very little; the result of busywork and a belief that someone will read the company timeline.
However, as a calling card, digital tear sheet and a destination for basic desk research, a focused website allows a fund founder to clarify some elements of their offer on the public side and further their offering within a password-protected side. A platform for deft multimedia like Blackrock’s blink magazine and that cosy sustainable investing video on their home page. Or simply a letter to investors. Either way a fund website represents a prime bit of digital real estate to build on.
Each industry I’m invited into has its own pressures and issues. But the fundamentals of B2B marketing remain. It rather depends on which fundamentals you apply.
