Many firms in the private capital markets don’t “get” the value of marketing, and it’s understandable why. Most groups send occasional newsletters and deal announcements but are stuck trying to understand marketing’s ROI using tools built to optimize e-commerce sales. More progressive firms, meanwhile, hire marketing teams and buy them third-party tools, only to see data get trapped in a silo and the value generated by their teams go unrealized.
As firms in the capital markets work to grow profits per partner, an integrated marketing strategy can help scale money-making relationships effectively. At DealCloud, we believe the best way to empower a marketing team to make that contribution is to leverage the data and insight it generates alongside that of the rest of the firm. That’s why we built Dispatch.
First and foremost, Dispatch lets a firm email the contacts in its CRM, eliminating the need for multiple sources of record. In other marketing solutions, contact data quickly becomes out of date and list-building filters are limited. When a Dispatch user goes to build a list of recipients, they have all CRM fields available for filtering, meaning they can use any proprietary property or metric tracked by the firm.
Recipient lists contribute greatly to campaign performance, but emails that render poorly will perform poorly, no matter to whom they are sent. That’s why Dispatch’s email template builder offers flexibility, including the ability to code the HTML of emails directly. After clients achieve the template look and feel they seek, they can take the template and apply it across campaigns, updating copy, images, and links to suit each campaign. Before sending, clients can send themselves test emails and use Dispatch’s Inbox Analysis tool to preview the appearance of the message in different email clients on different devices.
Within minutes of sending a campaign through Dispatch, clients begin to see the power of incorporating marketing data alongside the other information they track in DealCloud. Compliance-required data, like bounces and unsubscribes, flows through to dashboards easily surfaced to the proper teams.
Meanwhile, clients begin to see not only which contacts are opening and clicking campaigns, but how many times. When sliced and diced by proprietary values like Contact Type, Contact Owner, Industry, Company, Job Title and more, marketing analytics produce deeper, more actionable insights. The best part? This can all be surfaced on the pages and dashboards your team has already been taught to visit, like Intermediary Coverage dashboards and Company detail pages.
Since all marketing data lives in DealCloud alongside deals, fundraising, and similar data points, its easy to show which contacts who engaged with a campaign went on to generate revenue for the firm. As a result, Dispatch helps firms get more out of their marketing efforts by incorporating marketing data into their existing day-to-day workflows while quantifying the impact that marketing provides on revenue. If your firm still doesn’t “get” the value of marketing, consider using Dispatch to make it clear.