Unlock The Hidden Power of Marketing in Asset Management

By Darren Lassiter, Managing Partner and Head of Client Services at Arthur

As another calendar year draws to a close, we’re often asked for our perspective on marketing and creativity in the Asset Management sector. Our answer tends to centre on three key critiques: it’s too rational, it’s too similar, and it’s too salesy.

This year, however, it’s the “too salesy” critique that has sparked the most change—and real client traction. Here’s why:

The Unavoidable Truths:

1. 95% of professional buyers are not actively in the market at any given time.
   Fund buyers engage only when they have a specific need.
2. Fund buyers prefer self-guided research.
   Over 90% of buyers research funds online before contacting sales teams. In fact, 80% enter the market with their top three Asset Managers already decided—and they usually invest with the first one they contact.
3. Decision-making is complex and emotional.
   On average, seven stakeholders are involved in decisions, each with unique priorities. And let’s not overlook the emotional stakes—these choices shape careers and companies.

So, the big question: Who is influencing the audience during the “dark” phase of the buying funnel? Who is shifting perceptions, raising awareness, and driving preference before buyers even reach out?

The Answer? Marketing.

Most Asset Management marketers already have the tools to create compelling communications, but success lies in organising efforts around a simple, powerful framework that resonates with fund buyers’ needs:

1. ENGAGE: Position the Asset Manager as a trusted strategic partner.
2. EDUCATE: Build trust and consideration through insightful content.
3. ENCOURAGE: Drive the audience towards meaningful conversations with the brand.

Why This Approach Works:

This framework empowers marketing teams to:

• Influence early in the buyer journey, where traditional sales cannot.
• Provide clear KPIs, showcasing effectiveness through precise, targeted campaigns.
• Re-purpose existing content efficiently, allowing for quick iteration and improvement.

By testing and refining campaigns, marketers can deliver messages that resonate deeply with their audience—building awareness, trust, and preference well before sales teams get involved. Crucially, this approach also provides valuable insights for sales and content marketing teams, fostering alignment across the organisation.

Want to Learn More?

For a 30-minute insight-sharing session, including a case study, contact me. Let’s discuss how you can transform your marketing strategy in 2025 to meet today’s challenges and drive lasting impact.

Darren.