Two Parallel Tracks to Market Leadership
Brand building (experimental, long-term, hard to measure) + Performance marketing (proven, trackable, near-term ROI)
Depending on scope
To see meaningful results
Performance marketing first
Investment Decision Framework
Start with Strategy 2 if budget constrained. Add Strategy 1 once digital engine is running smoothly.
The Dual-Engine Approach
You can have your "always-on brand presence" cake (Strategy 1) AND eat measurable performance marketing too (Strategy 2.A and 2.B).
Brand Building
Strategy 1 represents a differentiated approach that most asset managers don't pursue—regardless of size—because of the investment required and measurement challenges. In the past it's been typically associated with consumer-facing financial brands like insurance companies or retail banks rather than institutional asset managers.
Think of it as a brand-building tax, measured in awareness lift and long-term compounding.
Most mid- to large-cap institutional managers (e.g., Ariel, Dodge & Cox, Artisan, Baron) still lean toward just:
- • Performance storytelling and thought leadership (white papers, LinkedIn posts, videos)
- • Limited brand advertising. Usually confined to digital trade media (e.g., Institutional Investor, Citywire, Pensions & Investments)
- • Minimal CTV or lifestyle targeting. They rarely use CTV or elevator screens because of compliance scrutiny and unclear ROI
Digital Infrastructure
Strategy 2 represents the core digital infrastructure that high-performing asset managers have built over the past 5-7 years. The tactics aren't novel—LinkedIn targeting, thought leadership, lead nurturing—but most firms execute them inconsistently or without proper integration.
This is your engagement machine, measured by activity tracking on digital channels (split by target audience).
Market Evolution
All that being said—the "dual-engine" structure you'll see below—long-term brand compounding + measurable digital funnel—is how the top-tier global firms are evolving (BlackRock, PIMCO, J.P. Morgan AM).
They've already started running:
- • Brand-awareness CTV in metro financial hubs
- • Digital nurture paths segmented for advisors and HNWIs
- • Attribution blending CRM and digital engagement data
Based on our research, this strategy is strategically sound for where the market is headed, even if it's not yet common at Lyrical's peer level.
Strategy 1
Brand Building
Always-on brand presence through CTV, elevator screens, and financial media. Experimental approach that most asset managers don't pursue.
Strategy 2
Performance Marketing
Digital infrastructure targeting financial advisors and HNW individuals. Proven tactics with direct attribution and measurable ROI.
Ready to dive deeper?
Explore detailed implementation plans, funnels, and measurement frameworks for each strategy.