Report

European Marketing and Sales Organizations 2021

Recalibrating for Growth

Sharpen Your Brand Position

  • Review European fund selectors’ brand perception of asset managers in various European countries
  • Analyze the increasing importance of partnerships with local distributors in the main asset management markets in Europe
  • Evaluate the evolution of asset managers' marketing and sales models in light of the increasing sophistication of European investors

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Mark Horan

Mark Horan

Senior Account Manager, Europe

Summary

Evaluate the evolution of European asset managers' marketing and sales teams. This report analyzes how the marketing and sales model of asset managers operating in Europe is evolving in light of the increasing sophistication of European investors. It also features an overview of asset managers’ use of thought leadership, marketing and sales technologies, and social media activities, while distilling marketing and sales priorities for the coming years.

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A Note from the Author

How Much Does Brand Equity Matter to Asset Managers in Europe?

Fabrizio Zumbo

Fabrizio Zumbo

Associate Director

Bio →

Fabrizio Zumbo

Fabrizio Zumbo

Associate Director

Fabrizio leads the European Retail/Wholesale Asset Management research practice, which focuses on analyzing asset management product development trends, investment, operational and marketing strategies, market and distribution dynamics, regulatory changes, and performing market and competitive intelligence in the United Kingdom, Continental Europe, and the Nordics.

Prior to joining Cerulli, Fabrizio served as a Lead Industry Analyst at State Street in London and as a Senior Analyst & Research Editor for the PwC’s Global Market Research Centre in Luxembourg. Previously, he carried out several field-based research projects in emerging and frontier markets for international market research and economic consulting firms, spending almost five years performing economic and industry analyses in several countries in Latin America, Africa, and the Middle East.

Full biography here.

The answer: a lot. The proliferation of products and solutions in Europe has increased the importance of brand equity. Factors—such as the quality of relationship management and client service—are now key differentiators for fund selectors in Europe. To reach various demographics and channels, managers are tailoring their branding to set themselves apart from their competitors.

Cerulli identified five main components of an asset manager’s brand in a bid to quantify the importance fund selectors attach to the more intangible elements of a value proposition. We called them the “five brand Ps”: product and services, people, processes, price, and promotion. Each category has multiple subcomponents. The most important subcomponents of brand for retail investors in Europe include:

  • Quality of relationship—48% of managers believe it is the most important factor for retail investors.
  • Quality of client service—48% of managers believe that quality of client service is the most important factor for retail investors.
  • Innovative product—42% of managers believe that innovative product is the most important factor for retail investors.

Our latest report takes a deep dive into the factors that will help asset managers differentiate their value in different countries across Europe. This report, European Marketing and Sales Organizations 2021: Recalibrating for Growth, provides managers with key takeaways on staffing and headcount, skill specialism to consider for expanding marketing reach, strategies sales teams should pursue to improve sales performance in a post-pandemic environment, and how European fund selectors perceive the region’s largest managers. How does your firm rank? Explore this report to find out!

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