by Kevin Windorf, CEO, FCS; CMO, 2112 Communications

For asset managers who distribute exclusively through intermediaries (advisors, RIAs, broker-dealers), the disconnect between marketing and measurable sales impact is a persistent challenge. Without direct access to the end investor, marketers struggle to quantify the effectiveness of their advertising and content efforts. But that doesn’t mean measurement is out of reach. It just requires a smarter approach.

The key is attribution. Traditional models like first- or last-click attribution offer basic insights, but they oversimplify the path to purchase, especially in the asset and wealth management where the sales cycle can be long, nonlinear, and heavily relationship-driven. More advanced solutions, such as multi-touch attribution (MTA) or data-driven attribution, provide a fuller picture. These models assign value across all touchpoints (e.g., webinars, digital ads, conference engagements, white papers), helping marketers understand how varied efforts combine to influence advisor behavior.

When you pair attribution with sophisticated analytics, the impact multiplies. When CRM and marketing automation platforms are properly integrated, asset managers can monitor intermediary engagement across channels. Did the target advisor open the product commentary article or video? Did they attend the webinar? Did they click through to the campaign landing page? Even without knowing the ultimate investor, marketers can build clear signals of intent and interest.

Some asset management marketers are also deploying predictive analytics, using historical patterns to forecast future behaviors. For instance, if advisors in a certain region who engage with a specific fund commentary tend to allocate within three months, marketers can double down on that content and target “like-minded” segments more effectively.

It’s important to note that marketers must also build feedback loops into their campaigns. This includes equipping wholesalers with real-time insights, linking campaign activity to intermediary follow-up, and capturing anecdotal data from the field. Marketing success in intermediary channels depends on alignment with distribution – plus and a shared understanding of what’s working (and what’s not).

Measurement is hard when you don’t control the last mile. But it’s not impossible. With smarter attribution models, better data integration, and intentional alignment between marketing and sales, asset management marketers can gain the clarity they need to influence growth – and prove it.

In a competitive marketplace where brand preference is increasingly built upstream, the ability to track and optimize marketing’s impact is no longer optional. It’s a strategic advantage that forward-looking marketers are learning to harness.