By Darren Lassiter, Senior Partner at Arthur
In today’s crowded and fast-moving world, getting an audience’s attention is harder than ever. Advisers, the key players in recommending funds on platform, are navigating constant noise, competing priorities, and client demands, all while keeping an eye on shifting market conditions. For asset managers, this means one thing: generic marketing will not cut it.
That’s where Account-Based Marketing (ABM) comes in. ABM gives asset managers the ability to focus on the accounts that matter most—targeting specific organisations and decision-makers, rather than broad segments. It’s about depth, not breadth. But ABM on its own isn’t enough. To truly cut through, marketers need to pair ABM with something that makes every message, insight and interaction land with impact: contextual relevance.
When your fund is already on platform at a Global Financial Institution , the momentum—and the decision to recommend—sits firmly with the adviser. The opportunity for marketers is clear: use ABM to focus and contextual relevance to connect. Together, they are the perfect partners for engaging advisers, driving recommendations and ultimately driving AUM.
Why Contextual Relevance Supercharges ABM
ABM allows asset managers to direct effort where it matters—targeting key accounts, buying groups and the advisers who influence end-investor decisions. But to move beyond awareness and towards action, the content and messaging delivered through ABM must be:
Tied to what advisers care about today. A global fund needs a narrative that reflects global trends advisers are already watching. A thematic fund needs a story that makes the theme feel current and urgent. For example, positioning a technology fund through the lens of AI will turn a broad theme into a topical conversation—one that advisers could easily take to clients.
Supportive of adviser conversations. Contextually relevant content arms advisers with timely narratives and tools that help them explain a fund’s value to their clients. It’s about enabling them to have confident, meaningful discussions.
B2B2C at its best. ABM in asset management is a pure B2B2C play. The adviser may be your direct audience, but the end goal is influencing the end investor. Contextual relevance ensures your messaging flows effectively through this chain.
How to Deliver Contextual Relevance in ABM
Phase your activity. Effective ABM isn’t a one-off campaign. It’s phased, allowing you to build awareness, deepen engagement, and adapt as market conditions or client priorities change. This approach also lets you reinforce contextual relevance over time.
Align sales and marketing. ABM succeeds when sales and marketing work as one. Contextual relevance should inform both marketing content and sales conversations—ensuring advisers hear a consistent, timely and compelling story at every touchpoint.
Embed relevance into content creation. Contextual relevance should shape the brief, the creative process and not be added as an afterthought. This means giving content teams clear insights into what’s resonating with advisers right now.
Test and learn through pilots. ABM lends itself to pilot programmes. For example, choose two key accounts where a fund is on platform. Run a phased, contextual ABM pilot with one, measure the impact on adviser engagement and recommendation activity and use the learnings to refine and scale.
Final Thought
ABM and contextual relevance are the perfect partners for asset managers looking to drive real results. ABM provides the focus; contextual relevance delivers the connection. Together, they help marketers create timely, meaningful campaigns that that ultimately help funds move from platform to portfolio.
If you’re ready to move beyond awareness and start delivering ABM that actually shifts adviser behaviour and drives fund flows, let’s talk.
Darren
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