Company: Rydex Investments
Contact: Miyeko Keen, Director of Marketing Operations and Services
Location: Rockville, Maryland
Industry: B2B
Annual revenue: Confidential
Number of employees: Confidential

Quick read:

In an era of increasing federal regulation and greater competition in the mutual fund market, a financial firm found itself needing to modernize its marketing efforts. Rydex Investments, a private company that sells funds and other financial products primarily to institutional investors, decided to try some new techniques to get its sales materials quickly into the hands of prospective customers.

It ultimately invested in new software that disseminated targeted information more efficiently to its sales force, and therefore to its customers. The software helped the firm increase the amount of campaign deliverables by 25%, while relying on fewer staff.

The challenge:

The Sarbanes-Oxley Act of 2002 (also known as the Public Company Accounting Reform and Investor Protection Act) changed the way financial products could be marketed. Additional sales disclosures and supervision are now required, and there are new guidelines for financial partnerships.

Prior to the law's passage, there were no uniform standards in selling mutual funds and other financial products. Salespeople took a personal approach in deciding which funds to sell and how to market them.

"How we market our products to financial advisers has become more challenging because these regulations impact how we partner with other companies," noted Miyeko Keen, director of marketing operations at Rydex. The new laws "really changed the way our products were sold...we've had to become more marketing-focused."

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