[Masterclass] Institutionalise a category-defining investment brand

I’ve been spending more time working with startups lately but I still love geeking out on the occasional marketing strategy for asset managers.

In a recent 2-hour masterclass with the EUVC community, I shared some of my favourite tips from years of seeing what works (and what definitely doesn’t) when it comes to doing marketing in asset management, hoping it can serve the wider community.

Two key concepts are essential in this industry:

**1. Editor-in-chief. ** Marketing in a company is more of an editorial role than a distribution role. In investment, the product is a combination of the investment team and the investment thesis, but the marketing role is to filter out.

2. Momentum-driven-marketing. One of the most unique features of asset management businesses is that the company will survive at least 10 years. Marketing can't JUST be momentum-driven (by deals, the market), and one needs to withstand this long timeline.

I also shared different timelines and budgets for when marketing is led by:

• Founders/small GP teams
• A solo in-house marketer
• A senior marketer & full marketing team

Check out the full masterclass: