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Narrowing the CRM Field: Essential Features to Customize Your CRM For Asset Raising

In our last post, we highlighted the critical need for asset managers to maximize the capabilities of their Customer Relationship Management (CRM) platform to effectively engage with prospects and clients by partnering with an agency that has digital and asset management expertise. In this discussion, we look at the functionality and features you need to consider when evaluating which partner can customize your CRM to meet your individual business needs.

The array of CRM capabilities available to you can make customizing it to meet your capital raising needs feel overwhelming. That’s why it's important to find a partner with exclusive experience in financial services, especially one with intimate knowledge of asset management intermediary distribution. The right CRM platform partner can make or break your capital raising efforts depending on the effectiveness of your digital engagement efforts. So, let's dive into the essential features to look for when selecting yours.

1. Tailored for Asset Management:

First and foremost, when evaluating CRM platforms, ensure that the software can be tailored for asset management. This means it should offer industry-specific customizations and integrations that meet the unique needs of asset managers. By partnering with an agency that has experience in serving financial institutions and has a deep understanding of the asset management industry. Finding a partner that speaks your language and understands your business intricacies is essential.

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2. Data Analytics and Reporting:

In today's data-driven world, the ability to analyze and interpret data is paramount. Your CRM should provide robust data analytics and reporting tools. It should allow you to track and measure the effectiveness of your marketing campaigns, sales efforts, and client interactions. Look for a partner who can create customized reports and dashboards, helping you gain actionable insights into your business.

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3. Integration Capabilities:

A high-performing CRM should seamlessly integrate with your existing systems and tools. Look for a partner that can customize your CRM to integrate with your email, calendar, marketing automation, and other software solutions you use. This will ensure a unified and efficient workflow, enabling your team to work cohesively and access critical information without the hassle of switching between different applications.

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4. Automation for Efficiency:

Automation is a game-changer in the asset management industry. Your CRM offers automation features for routine tasks such as lead scoring, follow-ups, and email campaigns. Automation streamlines your processes, freeing up your team to focus on building relationships and strategic initiatives.

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5. Lead Management:

Efficient lead management is at the core of asset management success. Your CRM should offer lead tracking, lead scoring, and lead nurturing capabilities. It should help you identify and prioritize high-potential leads, ensuring you focus your efforts where they will have the most impact.

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6. Personalization and Segmentation:

Clients and prospects expect personalized interactions. Your CRM enables you to segment your audience and tailor your communications accordingly. Personalization fosters stronger client relationships and engagement.

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7. Compliance and Security:

Given the highly regulated nature of the financial services industry, compliance and security features are non-negotiable. Your CRM should have robust compliance tools to help you adhere to industry regulations and ensure the security of sensitive client information.

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8. Mobile Accessibility:

In a world where professionals are constantly on the move, having mobile accessibility is crucial. Your CRM should offer a mobile app or a responsive mobile site so that your team can access vital information and respond to clients from anywhere.

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9. Analytics of Investor Behavior:

Understanding how investors behave can be a game-changer. A CRM with analytics of investor behavior can help you track which content or communication resonates the most with your clients. It enables you to make data-driven decisions to improve your digital engagement strategies.

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10. Workflow Automation:

Workflow automation goes beyond simple task automation. Make sure your CRM allows you to create customized workflows, automating complex processes specific to your firm. This feature can significantly improve the efficiency of your operations and client interactions.

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Selecting a CRM with these essential features will set you on the path to maximizing your capital-raising efforts and enhancing your firm's overall digital engagement platform. But it's not just about having a CRM; it's about having the right one tailored to your industry's needs.


The top asset management firms have partnered with CRM experts who understand asset management to integrate these features for optimal sales and marketing outcomes.  These features ensure that they can effectively engage with clients and prospects, streamline operations, and stay compliant in a highly regulated industry.

Stay tuned for our next post, where we'll introduce a couple of fully integrated CRM platforms that have proven to be extremely effective for asset managers. We'll dive deeper into their capabilities and how they’ve been customized to specifically benefit your firm. In the meantime, we encourage you to schedule a demo with us to explore how the right CRM can transform your asset management business. 

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