Investment Database Marketing: Best Practices For SuccessGuest Post
In recent years, we have seen a significant shift in how institutional investors and consultants are using investment databases for manager selection and research as open calls for RFPs have become less common. You should consider your database profile to be a comparable resume for your strategy and your firm. While investment database marketing has become so important, very few managers that eVestment works with hire someone who has existing database experience. Often, this function resides within the sales or a marketing team. Ensuring you are able to designate enough resources to investment database marketing and management is one of the first steps to database best practices.
eVestment’s new whitepaper, “How to Succeed with Investment Database Marketing,” answers the most frequently asked questions about investment databases, offers tips for managing your internal data and ways to measure the success of your efforts.
Some of the most common questions about database marketing answered in this whitepaper include:
- What are some of the recent changes among investment databases?
- How soon after quarter-end should you provide data to investment databases?
- What data points are consultants and investors researching?
- What tasks can or cannot be handled through automation?
Managing your internal data is essential in order to succeed with investment database marketing. It’s important to ensure you know who your best internal data sources are and coordinate with them to get the data you need, when you need it. Additionally, 77% of asset managers believe they do a good job differentiating their firm, while 61% of consultants disagree, so using narratives to differentiate your firm matters.
In order to see if managing your internal data and following our database best practices has made a difference, there are several ways to measure the success of your efforts. For example, screening analysis on eVestment can show the percentage of failed screens and the reasons why you failed those screens. A failed screen can occur because of missing data or if the criteria of the screen was not met. If you are failing screens due to missing data, this could be an indication that you need to review your internal data processes.
Intelligence gleaned from public data can also provide a wealth of information to asset managers wanting to measure how they are being perceived by investors and consultants. Viewing this information can give insights into how investors and consultants perceive your competitors and help provide some additional depth of content for you in the future when developing your responses.
Article by by Jill Banaszak, eVestment