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Digital Marketing- Strategy

Highland Wins STAR Award By Leveraging Artificial Intelligence

by Graig Norden
on November 28, 2017

Highland Wins STAR Award By Leveraging Artificial Intelligence

The Mutual Funds Educational Alliance (MFEA) STAR Awards program “was designed to honor the fund industry for its extraordinary efforts to communicate with and market to investors in ways that support shareholders and investment goals.”  The awards cover over 35 categories including retail, advisor, and retirement entries.

Communicating with and educating financial advisors is a critical strategy for all asset management firms. Advisor STARs are presented to those firms who demonstrate excellence in their peer group. We are delighted that our friends at Highland Capital Management were honored for best Educational Communications campaign in the Advisor Category – a campaign that was executed through Harvest no less.

Highland’s campaign involved repurposing its own content to drive reverse-inquiry lead generation. To do so, Highland published three educational pieces on Harvest which were promoted to a targeted audience of financial professionals. Through the first 6 months of 2017, those content pieces were opened 2,248 times, of which 18% were financial advisors and 13% institutional investors. Year-to-date, Highland has generated over 175 qualified leads who they are nurturing through the distribution of additional content and direct engagement.

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With Harvest’s artificial intelligence tools driving Highland’s campaign, the firm achieved significant return on investment with greater levels of efficiency than traditional business development methods. Harvest’s engine was able to maximize effectiveness by curating the content to financial advisors most likely to show interest.

We think this type of tailored dialogue is a reflection of demographic shifts which are necessitating that investment managers utilize big data, automation, and artificial intelligence to strengthen their relationships with investors.

“Highland has proven to be a client-centric and forward-thinking asset manager,” Peter Hans, CEO of Harvest. “We are proud to be part of this award and Highland’s success.”

Other winners of the STAR awards that are also utilizing Harvest’s platform to further their communication objectives include: Columbia Threadneedle Investments, Invesco, Franklin Templeton Investments, Janus Henderson Investors, Legg Mason, OppenheimerFunds, The Royce Funds, Thornburg Investment Management, Wells Fargo Asset Management.

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