Think “manufacturer’s representative” – a person with specialized industry or product experience, with deep roots in a given industry, hired by a manufacturer to sell its goods.

Third party marketing in the investment management industry is no different.

Third party marketers leverage their industry knowledge, contacts, and marketing and sales acumen on behalf of a limited roster of clients.

Third party marketing firms each have their own area of specialization and emphasis. Some the characteristics include: 

• Experience with a given asset class (large cap growth, small cap value, emerging markets, for example) 
• Geographic region (East Coast, Midwest, West Coast, Europe, Far East, for example) 
• Dedicated sales coverage in a particular market segment (sub-advisors, corporate pensions, public funds, for example)