In this second annual examination of asset manager marketing efforts, FRC reveals what advisors are looking for from their business partners and what it working best. Over the past year, much has changed for advisors, asset managers, and clients trying to navigate the rough waters of the marketplace, and marketing efforts have become a key lever for asset managers to pull in developing relationships with their intermediary channels. Here we examine the elements of successful marketing programs and materials, new areas of development, and an in-depth look at advisor-oriented websites.

Some key analyses include:

 • Advisor Ratings of the Best Asset Manager Marketing:

In this report, FRC explores advisors’ evaluations of asset managers marketing they receive. What are the elements that are most important to advisors and how do different firms rate on their delivery of those elements?

 • Advisor-Oriented Web Sites:

In this section, FRC examines advisors’ usage and preferences for the Web sites and their satisfaction with the different tools and information available on them. We also identify the sites that advisors say do the best job and outline the types of improvements that advisors would like to see in the coming year.