According to Fuse Research, marketing positions at investment managers have experienced a 25 percent year-over-year growth in 2023. The average number of full-time marketing employees, which stood at 33 in the 2018-2022 period, has risen to 41 in 2023, as highlighted in the report titled "Marketing 2023: Optimizing Marketing Strategies."

The growth in marketing personnel across all firm tiers reflects a recognition of the lasting changes that elevated marketing's role during the pandemic. Michael Evans, Director of BenchMark Research at Fuse Research, emphasizes that the expansion of marketing headcount is particularly significant amid broader cost-cutting measures, indicating a commitment to maintaining the influence and impact marketing has gained in recent years on sales efforts.

Even as financial professionals explore digital marketing strategies to navigate industry shifts, smaller advisors face challenges in adapting. Andrew Corn, Head of E5A Integrated Marketing, told InvestmentNews that asset managers tend to have dedicated marketing resources. At the same time, smaller advisors may need to explore partnerships with asset managers to stay innovative and navigate the evolving distribution landscape.

Financial Advisor Transitions consults advisors nationwide to explore employment transition options and to preserve and protect their practice in any transition that they make.