Institutional Pitch Books – 1 Big Thing
In our support of institutional marketing organizations around the industry, we see numerous pitch books used during introductory conversations between the asset manager and the institutional investor.
There’s no single format, length, or organization that works across firms. But there is one recommendation we’d make for most managers regardless of firm size, region, and institutional investor segment.
Begin with the asset manager’s value proposition and the ability to answer potential investment questions relevant to the institutional investor. Many managers begin with multiple slides about the firm’s history, global reach, number of employees, and other impressive figures.
By the time a meeting occurs, the institutional investor knows enough about the asset manager to feel satisfied with their acumen and credibility. So beginning the conversation with solving problems becomes more about the investor and less about the manager. That’s definitely where the investor wants to focus.