Marketing Strategy
Industry
Financial Services
Client
EQIS Capital Management
Start Date
March 2017
EQIS Capital Management Problem
EQIS Capital Management, a long-standing turnkey asset management platform (TAMP), had a strong product offering but struggled to turn that strength into profitable growth. Their branding and product messaging weren’t clearly communicating why advisors should choose them over their competition. Moreover, their sales and marketing database was not optimized to identify new sales opportunities nor alert the sales team when prospects and clients were signaling they were interested in its products and services. The team reset their branding and database foundation, rebuilt the funnel, and turn a stagnant pipeline into $4 billion in new assets under management in less than two years.
Brand Repositioning
Clarified brand and product positioning so advisors immediately understood EQIS’s competitive advantage and why it was different from other investment platforms.
Data Cleansing
Scrubbed and reactivated the sales and marketing database, uncovering 80,000 new qualified leads that had previously been hidden or underutilized.
Pipeline Revival
Redesigned the Salesforce instance to track sales-qualified leads and tighten the handoff between marketing and sales, shortening the overall sales cycle.
Sales Enablement
Created website gated content, brochures, and conference presentations to position EQIS as a thought leader and convert more advisor interest into revenue.
EQIS Capital Management Approach
The engagement started by diagnosing why a sophisticated TAMP with over 600 model portfolios and 100 providers was still not profitable. The core issues were unclear positioning, inconsistent branding, and a lack of reliable sales and marketing data. The solution focused on three coordinated tracks: cleaning and structuring the sales database, rebranding the company and all sales collateral, and building a modern, SEO-optimized digital presence with gated content that reinforced EQIS as a thought leader. This combination allowed EQIS to capture demand more effectively while engaging advisors with targeted nurture campaigns, sales presentations, and conference materials that aligned with their refreshed story.
EQIS Capital Management Result
With a clean database, a clear brand story, and aligned sales infrastructure, EQIS saw a substantial lift in customer acquisition and revenue growth. Scrubbing and organizing the marketing database alone surfaced 80,000 new sales leads, while the Salesforce redesign ensured those leads were properly tracked and nurtured through a shorter sales cycle. Together with the rebrand and new sales and marketing assets, these changes helped EQIS generate $4 billion in new assets under management in just 22 months.
