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| AGENDA |
8:00 a.m. - Registration
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8:45 a.m. - Welcoming Remarks
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9:00 a.m. - Selling & Relationship Building
Selling & Relationship Building: The Workflow, Activities & Tips
The Prioritization Compendium
Ms. Minard shares her time-tested workflow program built over nearly 20-years to source, grow and close new business. Having raised over $9 billion in her career, she will also highlight short-cuts and helpful tips – regardless of the size of your firm or funds – to shorten the sales cycle (notably in new distribution channels) and effectively compete against your most worthy adversaries.
Panelists
Rachel Minard, Partner and Executive Managing Director, Optima Fund Management
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10:00 a.m. - Tales From Sales Channels
Experts from three different sales channels — prime brokerage cap intro, third-party marketing and alternative sales channel marketing — talk about what they see firms do wrong and, for firms that succeed, what do they see them do right.
The panelists will also discuss:
• What prime brokerage cap intro can and can't do for you the reality.
• How to get more from the cap intro department, short of having more AUM.
• Third-party marketers aren't beating down your door, competing to represent you. What can make your fund more salable and therefore more interesting to a TPM.
• Extending your reach using alternative sales channels to find and market to more prospects.
• New sales marketing ways for using the Internet.
Panelists
Don Steinbrugge, Managing Member, Agecroft Partners
Lisa Vioni, President and CEO, Hedge Connection Inc.
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11:00 a.m. - Break
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11:15 a.m. - Is Your Firm's Story Good Enough?
Communications marketing expert Bruce Frumerman shares insights and tips for telling and selling a more compelling story that have helped his clients attract over $7 billion in new assets.
This session will cover:
• Where investors say hedge fund marketers are underperforming and how to make this marketing intelligence work for you
• How to become the most popular Cap Intro presenter by knowing what not to do
• Understanding the two parts to marketing — critical for teaching and telling your story
• Getting the most out of sales people and third-party marketers
• Marketing tools tips for making it through the selling cycle
• An important communications To Do List for management that can improve a firm’s effectiveness in pitching investors.
Panelists
Bruce Frumerman, CEO, Frumerman & Nemeth Inc.
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12:15 p.m. - Lunch
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1:30 p.m. - Compliance
Compliance: From Product Marketing Collateral to Knowing Who You're Working With
How you say it makes a difference. Our expert panelists will guide you on how to make marketing materials appropriately compliant — from pre-launch, pre-selling and presenting back-tested data to once a product is live. They’ll cover compliance in the post-Madoff world, where knowing what one is truly invested in is paramount and proving what you’re invested in is essential. The industry’s top thought leaders will tell you the depth and breadth of due diligence you must now perform to build the conviction necessary for investment today.
Panelists
Victor L. Zimmermann, Managing Partner, Curtis, Mallet-Prevost, Colt & Mosle LLP
Sal Campo, Sales Manager, Conifer Securities
Mike Baker, President/Americas, Co-Founder, Diligence LLC
Gary Watkins, Founding Partner, ACA Compliance Group
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2:30 p.m. - Making The Pitch
Part I – A Role Play Session with Rachel Minard and Bruce Frumerman on making the in-person verbal pitch
Part II - Marketing Materials Design, Layout & Presentation – How To Tell Bad From Good.
Bruce Frumerman shows real life examples of what not to do, what to do and why.
Part III – Media relations marketing: taking the story to the press.
Hedgeworld managing editor Chris Clair and Bruce Frumerman discuss the media’s perspective, professional relationship building with editors and reporters and what not to do when pitching them. Bruce shares some case examples, gives their back stories and the intentions behind the press placements.
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4:00 p.m. - Summary and Close
Rachel Minard and Bruce Frumerman summarize the highlights from the day and give each attendee an action plan to implement these best practices in all facets of one’s firm, fund and approach to closing business against stiff competition.
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