Filtering the Investor Mandate Database
BHA’s objective was to create a marketing platform that gave clients the tools and functionality that would create immediate results for their marketing campaigns. BHA realized that the most valuable aspect in marketing was the initial searching and qualifying of investors. Therefore, BHA created a filtering technology that automatically screens, filters, and vets investors on a live database of active mandates. One powerful tool on the BHA platform lets clients input up to 15 characteristics of their fund (such as strategy, sector, geographical focus, and so on). After the profile is created, it is immediately matched to active investor mandates on BHA’s system. Clients’ home pages are instantly populated with detailed profiles of investors with mandates that match clients’ funds’ strategies. The profiles include when analysts spoke to them, their contact details, and what type of fund they are seeking.
In addition, BHA’s clients can proactively search the mandate database. Managers can create filters that sort investors using 15 parameters. For example:
- Strategy the investor is seeking (such as long/short equity, buyout fund, or real estate)
- Investor category (such as family offices, endowments, foundations, or consultants)
- Investors’ geographical focus (such as North America, European, or Asia)
- Sector the investor is seeking (such as financials, healthcare, or technology)
- Asset size (such as investors with more than $100 million, less than $100 million, or more than $1 billion)
After the filters are established, the results are refreshed daily as new investor mandates are added to the system. If a particular investor mandate fits a fund’s criteria, the filter automatically catches that profile. The system then notifies the manager and the result is displayed on its home page or dashboard. Another important aspect to the filtering system is the pipeline. Investor mandates are refreshed and updated on a daily basis by the BHA analyst team. New investor mandates are constantly being added to managers’ filtering box on a daily, weekly, and monthly basis. This automatically creates a pipeline of qualified investors for fund managers.
BHA has built a system that does the time-intensive and laborious job of identifying, targeting, and qualifying investors. Instead of taking weeks or months to find qualified investors, BHA has given fund managers a platform that increases their marketing efficiencies by providing them instant access to qualified investor prospects.
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Marketing Your Fund: A Primer
BHA Quarterly Research Report
Q2 2010
