The E-Commerce & Digital Marketing Association (ECDMA) is pleased to announce an upcoming online masterclass, “Digital Marketing in B2B Finance: How to Sell Complex Products to Institutional Investors,” featuring guest lecturer Yernar Zharmagambetov, MBA, CFA, an investment strategist and senior portfolio manager specializing in institutional asset management and financial risk strategy.
This upcoming session offers financial professionals, marketers, fintech founders, and investment specialists an opportunity to explore how digital marketing principles can be applied in the highly analytical and regulated environment of institutional finance. Unlike consumer marketing, institutional investment sales rely on credibility, analytical clarity, and long-term trust building among professional investors and investment committees.
The masterclass will examine how complex financial products, including portfolio strategies, asset management services, and institutional investment solutions, can be effectively positioned and communicated through modern digital channels while maintaining the transparency and rigor expected by professional investors.
Yernar Zharmagambetov, MBA, CFA, is an investment strategist and senior portfolio manager with more than 15 years of experience in institutional finance, portfolio management, and financial risk analysis.
Currently serving as Senior Portfolio Manager at Halyk Finance, a subsidiary of Halyk Bank of Kazakhstan, he manages investment portfolios exceeding USD 1 billion across major insurance institutions including Halyk Life and Halyk Insurance. His work focuses on portfolio optimization, duration immunization strategies, and asset-liability management frameworks designed to strengthen financial stability and manage interest-rate risks.
Yernar is the winner of the Investment Leaders Award 2024 (“Safe Strategy of the Year”) and an active member of the CFA Institute. He also contributes to academic and professional discourse as a peer reviewer for the international scientific journal Actual Research.
In addition to his work in institutional asset management, he is the author of multiple research publications on portfolio optimization, financial risk modeling, and investment strategy. His professional insights have been featured in international media including TechBullion (UK), DNA India, Financial Tech Times (EU/US), Trend News (Azerbaijan), and Forbes Kazakhstan.
What to Expect
This masterclass provides a structured and practical overview of how digital marketing strategies can support the commercialization of sophisticated financial products targeted at institutional investors. Participants will explore how complex investment strategies can be translated into clear professional narratives that resonate with investment committees and institutional decision-makers.
The session combines insights from institutional investment markets with practical marketing frameworks that help financial professionals present analytical ideas clearly, build credibility in regulated environments, and develop long-term relationships with institutional clients.
Key Discussion Topics
The Institutional Investor Mindset Understanding the structure of the institutional investment market, including pension funds, insurers, and asset managers, and how investment committees evaluate and approve financial products.
Positioning Complex Financial Products Learning how to translate technical financial strategies into clear investment narratives and communicate risk, ALM frameworks, and portfolio strategies to decision-makers.
Digital Channels and Marketing Technology Exploring how digital marketing in B2B finance differs from consumer markets and how professional platforms such as LinkedIn, CRM systems, and marketing automation tools support institutional outreach.
Content and Thought Leadership Strategy Understanding how analytical publications, research papers, and professional commentary can build authority and attract attention from institutional investors.
From Interest to Investment Mandate Examining how marketing engagement evolves into institutional relationships, including structuring presentations for investment committees and addressing concerns related to risk, liquidity, and performance.
Measurement and Program Optimization Reviewing key metrics for institutional marketing, including engagement indicators, pipeline contribution, and marketing ROI within long sales cycles.
Case Studies and Discussion Real-world examples of institutional investment marketing combined with an open discussion addressing participants’ questions and practical challenges.
Additional Insights
Participants will gain a deeper understanding of how digital visibility, analytical credibility, and structured communication can strengthen marketing strategies in institutional finance. The masterclass will demonstrate how financial professionals can combine investment expertise with modern digital channels to build professional reputation, attract institutional interest, and support long-term capital allocation relationships.
This session is particularly relevant for investment professionals, financial analysts, asset managers, fintech founders, marketing specialists in financial services, and professionals working with institutional investors.
Event Details
Date: May 20, 2025 Time: 16:00 (UTC+4) Location: Online (access details will be provided to registered participants)
Register Now
Do not miss the opportunity to explore how digital marketing strategies can support the commercialization of sophisticated financial products in institutional markets.
Join us on May 20, 2025, for an expert-led session exploring the intersection of investment strategy, institutional finance, and digital communication.
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