A Marketing Plan for Managers

Ron Suber Senior Partner, Global Head of Sales & MarketingMerlin Securities

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It is critical that money managers truly understand what their investors want and require – and that they tailor their marketing strategy accordingly.

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Introduction: Know Your Audience

Who are the spectrum of investors?

What are the four stages of fund development

How hedge funds can run more efficiently

How to effectively tailor and sell your story

Why are we doing this?

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Today’s Discussion

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The Spectrum of Hedge Fund Investors

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The Four Stages of Hedge Fund Development

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In the Zone: Three Types of Hedge Fund Operating Models

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The AUM / Performance Map

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Marketing, sales and communications are three terms that are often interchanged, but they have distinct definitions:

Marketing, Sales and Communications

Marketing represents a firm’s collective efforts to reinforce existing relationships and engage new opportunities. Marketing

encompasses both sales and communications.

Sales is the private introduction of the firm and its relevant

product offerings.

Communications is the public introduction of the firm’s brand and range of products.

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Sales Activities

• Maintaining dialogue with clients

• Meeting new potential investors

• Consistent communication with strategic partners

• Supporting foundations and charitable organizations

• Maintaining connections with university endowment groups and alumni

• Developing relationships with portfolio companies

Sales and Communications Activities

Communications Activities

• Pitch book

• Investor letters

• Upgrading the website

• Investor databases

• Investor conferences

• Thought leadership

• Media relations

• Capital development events

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Conclusion

The landscape has changed dramatically for managers and investors over the past several years. To reach the next level of AUM, funds must understand where they are in their lifecycle, which investors they should target and what each of those investors truly requires.