Private Equity Firm Marketing and PR Case Study: Adopting Digital Tools and Enhancing Media Relations to Drive Deal Flow
The Client
A private equity firm with ~$2 billion in AUM and a track record of more than two decades of investing in and growing lower-middle-market companies.
The Situation
This well-regarded private equity firm felt their competitors were surpassing them in frequency and quality of media mentions and online interactions with relevant stakeholders. The firm had previously worked with MiddleM Creative to produce thought leadership content leveraged in 1:1 outreach by their Business Development team and appreciated our industry focus, so they asked us to help. Together, we developed a strategy to increase their deal flow using a more holistic approach to their business development efforts by increasing their LinkedIn presence and more thoughtfully approaching media outreach campaigns leveraging MiddleM’s middle-market M&A media contacts.
The Strategy
MiddleM Creative developed digital marketing campaigns and facilitated strategic media coverage as effective methods for helping drive deal flow. We focused on thoughtful communication of the firm’s platform investment themes, add-on criteria, team capabilities and value creation resources across LinkedIn, email, website and M&A media platforms to ensure the firm’s differentiation was consistently top-of-mind for investment bankers as they constructed their ever-narrowing buyer lists.
The Execution
MiddleM Creative implemented a roadmap and marketing cadence including creation of LinkedIn posts and videos, press releases and email content that would foster recognition from investment bankers and target companies. We also leveraged our relationships with middle-market M&A media publications for consistently successful PR placements. We work directly with the private equity firm’s investor relations and business development teams as the roadmap is executed to provide continued strategic support and ensure the firm’s business priorities are integrated into its marketing strategies.
“MiddleM Creative developed a roadmap, built out a structural cadence and strategy, and led the charge. They know what they are doing.”
– Private Equity Client’s Head of Business Development
The Results
The private equity firm had a 22% increase in deals received from investment banking and other sources year-over-year, which their team directly correlated and attributed to email content, social posts and media coverage executed with MiddleM Creative.
The MiddleM Creative Benefit
At MiddleM Creative, we dedicate a team of professionals to help you every step of the way in accomplishing your goals. Leveraging our middle-market M&A industry knowledge, we can build marketing plans that will positively impact your firm’s business development efforts and streamline the process for your busy internal stakeholders.
Reach out to our team to learn more about how we can help you build stronger deal flow through differentiated branding, messaging, public relations and digital marketing.