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Private Equity Marketing Benefit: Shorten The Fundraising Cycle


One thing I tell private equity firms is this: shorten your fundraising cycle. Exemplary communication and performance are two ways to do so, and smart marketing is another necessary approach. Take advantage of private equity marketing to build your brand and shorten the fundraising cycle. That way, you can draw investors to you, instead of expending valuable resources tracking them down.

Numbers tell the story of brand importance. A 2014 study by BackBay Communications surveyed nearly 300 people in the private equity field. The results? 98 percent affirmed that branding is a must. Branding helps private equity firms initiate deals, raise funds and recruit the brightest talent, each of which contributes to shortening the fundraising cycle. After all, what tends to be the biggest obstacle to successful fundraising? Uncertainty – whether about trust, if returns will be sufficient or where investments are going.

Private equity marketing is a branding strategy that establishes firms as authoritative and credible. I recommend that private equity firms make their websites accessible and update them often instead of waiting every two to three years to revisit brand identity when leadership changes. The tools are there for digital marketing. Customer relationship management software (CRM) helps private equity firms assess and target specific audiences and use metrics to track which efforts are more successful than others. CRM is also capable of matching investors and potential funding opportunities. Investors really appreciate being able to investigate prospects, many of which they can visit during a business trip.

The ideal website for a private equity firm is clear and concise about the firm’s approaches, its structure and the unique assets it offers in an increasingly crowded private equity market. It’s necessary for the websites to include investor portals that provide investors with immediate access to their data while safeguarding it. A well-designed website, along with CRM, frees up the time of private equity managers to do what they do best. Fewer minutes are needed to cast a net for potential investors and for routine, administrative tasks.

One of the greatest benefits of digital marketing is its global scale. We’re able to easily and efficiently expand our pool of potential investors so that it encompasses the world. Not only that, our websites and branding make it easy for investors who identify with our philosophies to find us. We must earn their business by continuing to be intelligent, creative and informative.


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Vera Fischer

By Vera Fischer

The visionary of 97 Degrees West for more than thirteen years, Vera has served as the CEO and President since 2004. During Vera’s tenure, the agency has achieved steady growth while surviving both economic recessions in Austin, Texas. Vera began her advertising career at GSD&M where she worked on accounts: Krispy Kreme Doughnuts, Houston Rockets, Dollar Rent-A-Car, Pearl Vision, SeaWorld and DoubleTree Hotels. Her next stop was the nationally recognized T3 known as “The Think Tank.” While at T3, Vera spearheaded the Dell Computers launch of the Preferred Accounts Division and lead national projects for the ESL and Enterprise Divisions. Other notable accounts included Quintiles Oncology, Austin Lyric Opera and St. David’s Hospital. In 2001, Vera left the agency world to embark on the client side as Director of Marketing for Forgent Networks, the software spin-off of VTEL video conferencing. Vera managed an annual multi-million dollar marketing budget, developed online lead generation programs, managed the inside sales team and consistently delivered high-quality MQLs to the sales team. In 2004, after a company wide re-org, Vera was laid off while on maternity leave. Within the day, she founded her agency, 97 Degrees West. Vera’s weekly podcast entitled, “System Execution”, launched in mid-2016 with notable guests like Ari Weinzweig, Jeff Smith, Gary Bizzo, Dr. Alan Pitt, and other business and thought leaders. Vera is the first woman to host a podcast devoted to systems and processes of successful companies. She is quickly becoming one of the country’s leading authorities on the topic of execution Vera is a member of the Austin University Area Rotary Club, an advisory board member for the School of Journalism & Mass Communication at Texas State University and a Mentor at Capital Factory in Austin, Texas. Vera is completing her Master’s in Strategic Communications at Texas State University in May 2018.