CMOx New York: Why context matters more than ever
Reflections from Alpha Agency's CMOx Spring Conference in New York, where marketing leaders explored the intersection of AI,…
04 June 3 mins
Two in Twenty with Insight Investment’s David Chellew – Part 2
In the second part of his conversation with Twink, David Chellew talks about the number of contacts needed to create awareness and how campaigns need to prove their value to release more budget.
13 May < 1 min
Two in Twenty with Insight Investment’s David Chellew
David Chellew talks to Twink about how marketing at institutional asset managers has evolved, and how to align marketing strategies with business goals for improved client engagement.
06 May < 1 min
Institutional vs. wealth content: Where is the line blurring?
As the distinction between institutional and wealth content fades in places, asset managers face new challenges and opportunities.
16 April 2 mins
ETF marketing – simple in theory but hard in practice
ETF marketing may seem straightforward in theory, but delivering a compelling and consistent message across diverse investor audiences is far from simple.
08 April 3 mins
Two in Twenty with Ruffer’s Alex Laurie
Alex Laurie, Head of Marketing and Communications at Ruffer, talks to Twink about joining an investment company that famously 'didn't do marketing' and why the industry's intimidating reputation is stopping talented people from applying for roles.
02 April < 1 min
Marketing in the Age of AI: using AEO to shape the narrative
As AI becomes the first place customers go to look up your firm, marketers must rethink visibility. Answer Engine Optimization (AEO) is about understanding what information AI draws on about your firm, and ensuring those answers are accurate, consistent, and credible.
18 March 2 mins
Two in Twenty with JP Morgan’s Arlene Ingram
Arlene Ingram of JP Morgan Asset Management discusses the complexities of strategic marketing in a global context and the balance between brand and performance marketing. She emphasises the importance of data and AI in modern marketing, defining success in financial services, and the necessity of continuous learning and career development.
18 March < 1 min
Launching a podcast – a quick guide
Podcasts offer marketing teams something different, another dimension in how they engage with an audience. They remove the visual distraction of video and do not require as much active concentration as written content. But they are not easy, and asset and wealth managers have struggled to make them work in a way that is consistent. In this article, we share Alpha Agency's experience and top tips for getting your firm's podcast up and running.
11 March 4 mins
Salesforce Marketing Cloud is finally live – now what?
This article is not for the architects or executives who approved the investment, but the marketing managers, campaign operators, and lifecycle marketers responsible for turning “go-live” into actual marketing work.
04 March 2 mins