Traditional segmentation methods no longer meet the needs of today’s decision-makers to attract and retain investors. Discover the MEHRHOFF Framework — a revolutionary framework to understanding multi-generational investors, adapting to emerging trends, and driving sustainable growth. Learn how to anticipate needs, build deeper connections, and drive sustainable growth alongside the evolution of your clients.
Introduction
Many solutions, products, and services relevant to marketing, sales, product development, and business development often fail to meet expectations. This inability to manage expectations properly isn’t usually due to a lack of creativity or skill among the teams involved but rather a fundamental misunderstanding of the audience they target to reach and engage.In fund management, managing investor expectations becomes especially important.
Asset managers and fund marketers must go beyond basic demographics and generalized audience segmentation to understand the motivations, needs, and behaviors of their investors — both high-net-worth individuals (HNWIs) and institutional clients.
Too often, marketing efforts are anchored to superficial categorizations that create a distorted view of their investor base, leading to missed opportunities, wasted resources, and weaker client relationships.
The reliance on superficial categorizations based on demographics prevents fund managers from achieving essential top line and bottom line goals.
Without deep audience intelligence, campaigns to attract HNWIs and institutional investors does not generate results, limiting growth in key areas like Assets under Management (AuM), capital-raising efficiency, and client base diversification. For fund managers, reaching top line objectives such as AuM growth, fundraising growth, client diversification, and market expansion requires campaigns that resonate with the right investor segments.
Beyond growth, fund managers also need to optimize the bottom line — reducing acquisition costs, retaining investors, maximizing revenue, and strengthening brand equity. Achieving these requires precise segmentation and targeted engagement strategies that lower marketing spend, increase investor loyalty, and enhance brand value through thought leadership and education.
The ultimate goal in marketing and sales is to persuade your target investors to take action.
Persuasive communication with one’s audience is important for all businesses across industries. However, understanding the complexity of the audience's needs, desires, and motivations takes time and effort.