The digital revolution has changed almost every aspect of our lives. A global pandemic accelerated that change: life and business may never be the same. In our industry, asset managers embracing digital approaches to sales and marketing are now winning the competition for investor assets. The rest struggle to gain traction, endure outflows, or wonder why asset growth is not on par with investment performance.

That’s why GK3 is here. We help our clients adapt and succeed in the digital era. We provide a roadmap to growth for asset managers in a digital world. The roadmap is called Inbound.

Inbound Sales and Inbound Marketing capitalizes on the revolutionary changes in how financial professionals and investors seek information and make investment decisions.

Digital Decisions

Not long ago, phone calls and meetings were the currency of investment decision-making and fundraising. No longer.

In the digital era, allocators, financial advisors, and investors pursue their investment research online. The World Wide Web provides a seemingly endless fountain of information and insight. Investment professionals can scan investment alternatives, products, data, and commentary on a smartphone. The democratization of computer power means potent analytics are accessible and executed on virtually any computer screen. Speaking with someone from an asset manager is optional. Millions and billions can be deployed without human interaction. The power resides with the savvy, educated, and connected advisor.

This is the nature of the Content Economy, where buying decisions are based on the online experience. A blog, product page, download, or video are among the steps on the buyer’s journey. Contact with a salesperson is optional.

How can asset managers adapt and thrive in this new reality?

Old vs. New

In a digital era, the traditional asset management distribution methods of cold calls, drop-ins, and old-fashioned display ads are no longer effective.

Naive approaches to internet marketing are little better. Indiscriminate email blasts to thousands and purely promotional “brochure-ware” websites fail to resonate with buyers and don’t meet the demands of successful digital sales and marketing. Learning how to log onto a Zoom or video meeting isn’t sufficient either.

Ultimately, It’s About Trust

Ultimately, asset management sales are about trust. Internal and external wholesalers and national accounts teams were once the front-line ambassadors for asset managers striving to build trust with intermediaries and allocators. Now, asset managers must first earn the trust of allocators, advisors, and investors online.

Earning trust in a digital era is different. Since information is at our fingertips, we no longer rely on others to personally bring information to us. In a digital world, earning trust means educating your audience, anticipating and answering their most important questions, demonstrating your thought leadership, and providing solutions—online.

Earning trust is the guiding principle of Inbound. In practice, Inbound is the active discipline of becoming the digital leader in your buyer’s eyes.

Inbound sales and marketing is the roadmap for asset managers to succeed in a digital world.

“For inflows, you must go Inbound.”

Understanding Conversions

Turning Prospects Into Clients