As an alternatives investment management firm breaking into the uncharted territory of the institutional marketplace, this five billion dollar fund — specializing in credit strategies — recognized the need for marketing. As is typical for most alternatives managers, the firm was able to win most of its business from referrals in the past. As the market has changed and the need for “stickier” investments has arisen, however, firm leadership decided additional exposure was required to raise brand awareness and get on the radar of consultants. No longer could the firm rely on marketing done at the portfolio management level — things had to change if it wanted to make a serious play in this market. One of those changes, it determined, would be consultant and thir

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