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Planning your Marketing Pipeline

Oct 6, 2018

Building your investor pipeline consistently is crucial in the competitive world of fund management, where every day counts towards securing future allocations.

A man planning his marketing pipeline.

The end of the year typically prompts funds to review their investor pipeline and set objectives for the coming year, making this an ideal time to reflect on your current strategies and adapt for better outcomes.


“Don't put off until tomorrow what you can do today” -- Benjamin Franklin



Planning your Marketing Pipeline













Reflecting on Current Pipeline and Setting Goals:

  • Pipeline Evaluation: Assess whether your current pipeline has enough prospective investors to meet your goals. It's vital to not only attract new investors but also to nurture existing relationships to secure allocations.

  • Proactive Actions: Embrace the wisdom of Benjamin Franklin's advice, “Don't put off until tomorrow what you can do today.” In the context of fund management, this means continuously building and refining your investor outreach to avoid missed opportunities.



Understanding the Industry Landscape:

  • Increased Competition: Over the last decade, the competition for assets has intensified, and the time required to raise capital has lengthened. Be aware of these shifts as they necessitate more persistent and sophisticated marketing strategies.

  • Key Statistics for Fundraising:

  • It typically takes 8 to 11 meetings to secure an allocation.

  • The timeline for securing an allocation can range from 8 months to 2 years.

  • On average, 8 hours of effort are needed to secure the first meeting with a prospective investor.



Common Pitfalls to Avoid:

  • Halting Marketing Efforts: Some funds make the mistake of pausing their marketing activities after a poor performance month. It’s crucial to maintain marketing momentum regardless of short-term fluctuations in performance.

  • Neglecting New Prospects: Another common error is ceasing to prospect new investors due to a focus on closing current deals. Balancing new investor outreach with ongoing negotiations is essential for sustained growth.



Evaluating and Enhancing Your Marketing Strategy:

  • Review of Current Methods: Analyze the effectiveness of traditional marketing methods you've employed and consider whether they're still yielding the desired results.

  • Strategic Questions:

  • Do you have the right team and resources to effectively market your fund?

  • Is your current strategy aligned with the evolving landscape of investor expectations and competitive pressures?

  • Adaptive Strategies: Adapt your marketing strategies to be more agile and responsive. Incorporate digital marketing tools, data analytics, and CRM systems to enhance your outreach and tracking capabilities.



Looking Forward:

  • Continuous Improvement: Regularly revisit and revise your marketing strategies based on market feedback and performance outcomes.

  • Invest in Training and Tools: Ensure your team is equipped with the necessary skills and tools to effectively engage with prospective investors and navigate the complexities of fund marketing.



By maintaining a proactive stance and continually refining your approach, you can significantly improve your chances of securing allocations and sustaining growth in the competitive asset management industry.

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