18 Oct 2012: Eloqua has announced the release of Eloqua Asset Management, a solution the marketing platform says enables mutual fund wholesalers, institutional asset managers, and marketers within the financial services sector to strengthen relationships while reducing overall marketing costs. The company says Eloqua Asset Management is the first solution designed specifically to meet the needs of asset management marketers.

The solution comes in response to the realisation that today’s asset management marketers and wholesalers are facing increased pressure to communicate and engage more effectively with financial advisors within a highly regulated business environment. A crucial element to success in the asset management market is trust, a result of building relationships between wholesalers and advisors. The Eloqua Asset Management solution has been crafted to allows wholesalers to gain advisor trust by personalising and delivering the most appropriate information at the right time.

Eloqua believes that, along with increased interest in CRM and marketing technologies, financial institutions are looking to improve data quality and automate processes such as client reporting. Approximately 75% of surveyed respondents in a CEB TowerGroup study titled Client Reporting Solutions Technology Analysis believe inaccurate, non-standardised and incomplete data impacts a firm’s ability to provide high quality service to clients. Eloqua Asset Management helps standardise and update data to improve campaign performance and results.

“Asset management firms are facing increased competition for advisor attention and product shelf space," said CEB TowerGroup Research Director Gert Raeves. "Ensuring consistent, personalised and auditable communication between asset management firms and distribution channels is critical to increase trust and reduce costs."

Eloqua Asset Management offers marketers a unique set of features and functions including best practice templates and workflows along with a structured content approach that can be used to send highly personalised communications to advisors. Institutional sales needs to market directly to decision-makers and enhance relationships with fund managers and their consultants. Critically, Eloqua Asset Management also helps customers comply with SEC regulations by providing the necessary tools and infrastructure. For example, a copy of every communication — whether sent by wholesalers, institutional sales, or marketers — is saved and archived for audit purposes and all email communications are sent via branded IPs.

Specific services have been designed to support the implementation and education needs of asset management marketers, including SmartStart Asset Management, an onboarding methodology which helps get asset management marketers up and running with campaigns in one to three days.

“Eloqua has a diverse customer base and we recognise that not all marketers are primarily focused on leads,” said Joe Payne, CEO of Eloqua. “Asset management marketers care about expanding a wholesaler’s business, increasing assets under management, and improving relationships with financial advisors, fund managers, and consultants. We’ve developed a solution that helps asset management marketers tackle these challenges and succeed.