"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

Buyer personas are a critical part of marketing to the private capital industry.

good content marketing for invest-tech is of paramount importance