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How to Get to “Yes” When Selling to a Private Equity CFO
The CFO at a private capital firm may not be the one logging in daily, but they’re absolutely the one deciding whether your platform gets...
4 min read
7 Marketing Myths That Are Stalling Your Growth
7 Marketing Myths That Are Costing You Deals
4 min read
How Compound Marketing Helps Win Deals
"We need more leads." It's the refrain you hear at every board meeting, every sales pipeline review, every time growth hits a wall. The problem is, the vast majority of firms that will eventually buy from you aren't looking right now. They're mid-contract with a competitor. They're too busy with a fundraise. Their systems work well enough that change isn't worth the hassle. This is what LinkedIn's B2B Institute calls the 95-5 rule : at any given time, only 5% of your potentia
4 min read
What Managing Money Taught Me About Effective Marketing
Before I became a marketing professional, I spent a large portion of my career as an institutional investor and allocator. On the surface, managing portfolios for pension funds and endowments, and helping invest-tech firms with their go-to-market efforts, might seem worlds apart. But you'd be surprised how much overlap exists between these two disciplines. The principles that guided my investment decisions have become invaluable frameworks for managing my clients' marketing p
4 min read
Report: Powering the Platform - How GPs are Investing in Their Own Infrastructure
new report: The big story is that GPs aren't just buying software anymore - they're investing in and co-building the infrastructure they'll run on as the industry scales past the next $13 trillion in AUM.
1 min read
Turning up the tech in times of uncertainty
Andre discusses the opportunities for technology firms when the markets go sideways.
1 min read
7 Messaging and Content Strategies to Grow your WealthTech Brand
7 Messaging and Content Strategies to Grow your WealthTech Brand
3 min read
Why Domain Experts Make Great Marketers for Fintech firms
Anyone who works in the investment management business, and private capital in particular, knows that the industry can be quite idiosyncratic. It has distinct buying processes, a specialized vocabulary, unique organizational structures, and highly analytical stakeholders. There are a lot of very smart, highly focused people in the business. Across the back office, investment teams to the IT folks, this group is challenging to market to. They’re discerning buyers with littl
3 min read
Crafting a Winning Brand Message: A Guide to Help Your Business Stand Out
Learn how to craft a compelling value proposition and positioning statement to stand out, attract customers, and drive conversions.
4 min read
Connecting with GPs: The Essential Role of Buyer Personas in Marketing
Buyer personas are a critical part of marketing to the private capital industry.
3 min read
Is Content Really King? (hint: it depends....)
good content marketing for invest-tech is of paramount importance
3 min read
Nobody Cares About Your Product
Many years ago, when I was interviewing for a CMO position, the CEO asked me what my philosophy was in terms of an effective content marketing program. I told him that probably the most important thing to keep in mind was that nobody cared about his product. After a few blinks and about 3 seconds of awkward silence, I explained that an optimal marketing messaging hyper-focuses on what the audience's problem is first, and what the ramifications of that problem are on the bus
2 min read
How Fractional CMOs Can Drive Growth for Investment Technology Firms
In today’s fast-paced, tech-driven world, the role of the Chief Marketing Officer (CMO) is like the conductor of a complex orchestra,...
3 min read
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