Establishing an Institutional Brand - A Guide to Database Marketing
Cloud-based databases have become so comprehensive that investment consultants and asset owners now conduct manager research on an ongoing basis. Conducting complex screens well before any manager search or replacement is formally announced, these institutional allocators rely on databases to generate short lists of managers that meet their screening criteria.
The industry media has dubbed this process “shadow searching,” and it has important implications for managers seeking to raise assets from pensions, sovereigns, family offices and other large investors: Establishing a database presence and maintaining a comprehensive profile are precursors to the RFP.
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