MiddleM Creative Advances Allie Gamble to Director
Marketing with Intention: Creating Strategic Value for Middle Market M&A
MiddleM Creative is pleased to announce the promotion of Allie Gamble to Director. Since joining our team in 2019, Allie has consistently demonstrated exceptional talent in crafting strategic marketing initiatives that deliver measurable results for our middle-market M&A clients.
With significant experience from her prior work at a full-service global marketing agency and a deep understanding of both B2B and B2C strategies, Allie brings a valuable perspective to our investment banking, private credit, and private equity clients. Her expertise in event planning and commitment to intentional marketing have strengthened our service offerings and contributed significantly to our clients' success.
We sat down with Allie to discuss her perspective on M&A marketing, event planning expertise, and her approach to client service:
You've previously shared about MiddleM's philosophy, which is focused on "marketing with intention." How have you seen this type of marketing benefit middle-market M&A firms in today's competitive landscape?
Marketing with intention helps middle-market M&A firms stand out by building credibility and trust with key stakeholders. In today's competitive landscape, firms that align early on clear messaging, produce consistent, thought-provoking content, and invest in strategic PR initiatives—are all more likely to attract the right relationships more efficiently, ultimately improving deal flow.
In an industry reliant on trust and expertise, firms prioritizing purposeful branding and outreach gain a competitive edge, establishing long-term success in a crowded market.
Having managed both B2B and B2C clients in your career, how do you apply your diverse experiences to the specialized needs of M&A clients?
Having spent my entire career on the agency side, I worked with countless clients, developing marketing and PR strategies for various industries and end markets. Understanding the unique differentiation between B2B and B2C marketing strategies and audience groups helps strengthen my consultative approach with our M&A investment banking and private equity clients. It also allows me to see the bigger picture when working with PR clients to announce deals at the firm and portfolio level.
What's the most significant shift you've observed in how middle market firms approach marketing strategy in your five years with MiddleM?
When I joined MiddleM in 2019, firms were just beginning to dive deeper into their marketing, branding, event, and PR initiatives to enhance business development and drive deal flow. Fast forward over five years later, I have seen a gradual notable shift in firms' buy-in and prioritization of these efforts.
With more competitors entering the space, many of which are leading with sector-focused differentiation, compiled with the short-term and lasting effects of the pandemic on the industry, having strong relationships but then going dark to get a deal done just doesn't cut it anymore. Firms that have invested heavily into marketing to establish a workflow that can continue through the busy seasons have seen great results directly impacting deal flow, making the ROI on their marketing spend significant.
You have a real knack for organizing and planning MiddleM clients' events. How do you approach creating meaningful experiences that align with a client's business development goals, and what elements are essential for a successful M&A industry event?
This is one of my true passions that started at a very young age—whether planning my birthday parties, lemonade stands, or even a summer camp for kids in my neighborhood, I always loved taking the lead to create an unforgettable experience.
Fast forward to today, I have been lucky to manage the planning and production of many investment banking and private equity events for our clients. A few main areas of focus to create an exceptional event include:
Ensure buy-in from all stakeholders at the start and throughout each milestone in the planning process.
Align at the outset on event goals—how do you want your attendees to feel before arriving, during the event, and after they leave? What is the main reason for hosting this event? What would need to happen to consider the event a success?
Remember that as the lead planner, it is your job to leave no stone unturned. You may think the client is thinking about everything at this level, too, but chances are, they trust you with this job and expect you to come to them with ideas or concerns along the way.
Always make a plan B for weather, travel, staff, or speaker emergencies. It's better to think through this ahead rather than on the spot.
For the entirety of the event, the attendee experience should be an organizer's primary focus. The more preparation and planning, down to the tiny insignificant (to most people) details, that go into the event ahead of time, the better the event will be.
When you're not working, you love to travel. Can you share your favorite destination so far and what's next on your bucket list?
I'm bending the rules here a bit because I truly can't choose, so my top two vacation spots have been Positano, Italy and Paros, Greece. I selected both for similar reasons—the slower way of life, the ocean steps away from the hotel, the food, the views, the shops, the drinks...should I go on? But really, the highlight of both of these locations has been the private boat day I've booked with my friends. It's a splurge, but as someone who finds so much healing near the water, it's easily two of the best experiences of my life.
There are so many places I still want to see, but high on the list right now are Spain, Hawaii, and Australia. I hope to make it to one of them in the next year or two!
Read more about Allie’s background and explore how MiddleM's team of M&A marketing specialists can help elevate your firm's brand and drive meaningful business development results.