"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

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

Learn how to craft a compelling value proposition and positioning statement to stand out, attract customers, and drive conversions.

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

good content marketing for invest-tech is of paramount importance