Too many firms search for certainty in marketing: a formula of “X” emails plus “Y” commentaries equals “Z” sales. However, asset management requires building a relationship pipeline, and relationships aren’t formulaic.
Success requires nuance. It takes intuition, the ability to read between the lines of Advisor behavior, and the discipline to balance consistency with adaptability. Campaigns must be tested and refined, but they must also be followed up consistently. That’s how trust—and sales pipelines—are built.
Data plays an important role. Metrics including open rates and click-throughs provide useful feedback, but they only tell part of the story. The real insights come when you connect engagement data with sales activity. For example, did a product-focused campaign lead to more Advisor conversations or new opportunities in the pipeline?
This is where human judgment matters. Numbers can reveal patterns, but they don’t replace the experience of knowing when to adjust strategy or when a conversation is ready to move forward.
At Harborside Group, we guide firms to focus less on formulas and more on building a repeatable process: test, listen, adapt, and tie marketing activity back to sales outcomes. Over time, that process creates lasting Advisor relationships—something no fixed cadence can deliver.
