ETF growth is often treated like a market story. The category expands, assets rise, and everyone assumes growth will follow. But Tullio Siragusa’s latest ETF study makes a sharper case: category growth is not the same thing as issuer performance. The real question is whether you captured your fair share of that tailwind.

In this episode of The B.L.I.S.S. ETF Marketing Podcast: Going Beyond the Ticker, Mike Liwski sits down with Tullio Siragusa to unpack a practical framework linking three things ETF leaders can actually use: industry TAM growth, issuer AUM growth, and marketing intensity measured as basis points of AUM.

The conversation goes beyond budget theory. It explores why under-investment can create delayed damage, why AUM is a lagging outcome, how CMOs can make a more credible case for marketing investment internally, and what to do if your organization is still measuring marketing with the wrong scorecard.

In This Episode, You Will Learn:
- Why industry growth is not performance and why share capture is the metric that keeps the story honest.
- How to think about marketing intensity as bps of AUM instead of a discretionary line item.
- Why under-investment can create delayed damage that shows up later as weaker growth and lost share.
- What a baseline band versus a growth band can look like in a disciplined ETF marketing model.
- Which leading indicators matter before AUM moves.
- How CMOs can make the internal case for investment without pretending attribution works like e-commerce.
- What teams should do next if their current marketing system is out of step with the report.

Beyond the Sea of Sameness
In ETF marketing, it is easy to confuse market lift with earned progress. This episode brings the conversation back to discipline, clarity, and trust. The point is not louder promotion. The point is to build belief before you ask for allocation.

BLISS stands for Build Love Into Scalable Systems. This show is purpose-built ETF marketing that drives issuer growth humanly—with clarity, trust, and honest measurement.

Brought to you by Zero Company Performance Marketing.

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