Panel session: Confessions of the asset raisers – making the most of marketing

Mon Oct 3, 2011

Marketing is now essential to hedge funds

Steve Foster, Robert Howie, moderator Niki Natarajan, John Novogratz and Alexandre Col
Marketing has always been a dirty word in the hedge fund industry and the proliferation of one-person outfits has not helped the image of the third-party marketing industry. The panellists looked at the private equity model to examine how they raise assets, and also discussed the evolving nature of asset-raising and the role of marketing professionals.

In the past, an investor relations person was 'the marketing team’ and that was deemed enough, but John Novogratz of Millennium Management said that these days, with the advent of institutional investors such as pension funds, the typical set-up in a larger company is to have investor relations as well as client servicing teams. "If you do not have an investor relations team, investors do not know who...

ISSN: 2151-1845 / CDC10004H

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