Today, financial advisors have access to an extensive array of investment products to create precise portfolios for their clients. For asset managers, however, this creates a challenge. 

Breaking through the noise and reaching prospective advisors and investors is harder than ever. In this guide, we’ll help you better connect with financial advisors.

Don’t sacrifice long-term success for short-term wins

Aside from the challenge of standing out in a crowded field, asset managers are contending with product fee compression. Profit margins are being squeezed, and sales and marketing teams are increasingly pressured to prove their value and justify their spend. 

As such, we see marketing teams lean into  lower–funnel tactics at an accelerating rate and drop brand–building programs from their media mix. Why?

Lower-funnel measures can tie more easily and closely to sales, making reporting back to management on the results of marketing spend easier. 

Unfortunately, this can come at an expense over the long term. Marketers are trading success that compounds over time for easy, short-term wins today. Full-funnel approaches are critical to driving long-term success. Every stage of the funnel has a role to play in your media mix, and if designed correctly, they will work together to convert prospects into clients. 

Once you realize the importance of the full funnel, the next step is optimizing your campaigns by leveraging data smartly and finding the right partnerships to continue your growth journey.