Asset managers often ask us: What’s the right marketing formula? Should you send an email once a week? Publish a commentary once a quarter? What’s the right cadence of outreach to Financial Advisors?
After more than 20 years in financial services sales and marketing, we’ve learned there’s no one-size-fits-all approach. What works for one firm may not resonate with Advisors at another. The key is not frequency, but responsiveness. A good marketing strategy is less about broadcasting and more about listening, analyzing, and adjusting.
Start with engagement. If an Advisor opens your commentary and clicks through, that’s a signal to follow up. And not necessarily with another email—pick up the phone. A timely call can turn interest into meaningful dialogue.
Low engagement tells a different story. It’s often a sign to revisit your message, timing, or channel.
The market environment adds another layer. Content that feels timely in January may be irrelevant by March. Nimbleness is critical. The best marketing teams adapt quickly, paying attention to Advisor sentiment, competitive positioning, and market conditions.
At Harborside Group, we guide our clients to focus less on “how many” and more on “what’s working.” Marketing success in asset management comes from a repeatable process of testing, listening, adapting, and tying marketing activity back to sales outcomes.
