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How we created a pipeline value of $25.7M for a private equity firm in 90 days.
Through introductions to 120 Accredited Investors actively looking for investment opportunities
Overview of Deliverables
Database
Of Investors
Hands-Off Content & Advertising
Done-For-You Qualification
Introduction to the Client
The Boutique private equity firm focused on acquiring positions in emerging markets.
The private equity firm operated on a model of acquiring positions using a mix of owned capital, and institutional and retail funds from Accredited Investors.
The client is focused on investments in early-stage companies with product-market fit and potential for high growth.
Key Markets: United States, United Kingdom, Dubai, Dublin, and Singapore.
1 new Accredited Investor who invested with the Client presented an Investment LTV of $214,285.
Problem The Client Faced
No Existing Database
The client had no readily available database of Accredited Investors internally and there are no public databases of accredited investors available.
No Proven Approach
There is no proven or systematic approach to reaching Accredited Investors. Despite speaking to multiple marketing agencies, no one was confident in delivering results
Unqualified Prospects
The Client had previously spent upward of $70,000 on sales and marketing efforts but 61% of prospects they spoke to were not qualified
Legal & Compliance Concerns
There were also legal concerns around the solicitation and offering of investment opportunities
Reliance On Network
Almost 80% of investments came from the CEO's network and referrals from current investors but this was unscalable and inconsistent
High Marketing Costs
The cost of bringing the marketing team in-house consisting of strategists, marketers, and a sales rep to qualify prospects exceeded $20,000/month
What They Were Looking For
The Client needed to develop their Accredited Investor network and required a team to build their strategy to reach out to HNWI and UHNWI in an effective manner.
Our Process
Content
In 3 months, we created a content strategy around information that Accredited investors would be interested in and built assets to be used across multiple channels. These were guidebooks, checklists, financial reports, videos, and due diligence reports.
All Content assets were created specific to the client's offerings to ensure that we reached investors who were already keen on specific investment opportunities.
Content strategists, designers, writers, and marketing professionals were involved to ensure a robust team of support to deliver content that would be enticing to the target audience.
Advertising
Instead of soliciting investments, we advertised the content assets we built in-house as educational content.
The team of media buyers first targeted our internal database of 37,000 investors who had previously invested in similar opportunities in the last 10 years.
We then built new audiences to target that shared high affinity with investors in our database or were close followers of investment opportunities (that did not exist in our database)
Qualification
The Marketing team collated the contact information of every lead that expressed interest in our sales assets daily and updated our CRM.
The contact information was passed onto our investment relations team to qualify all prospects and check for interest in investment opportunities as well as their accreditation status
Followed by scheduling a follow-up call with the client’s sales team to discuss investment opportunities.
Process Breakdown
Sales Assets
Developed sales assets in-house revolving around the Alternative Investment space, covering topics of interest to Accredited Investors.
Profiling
Utilization of databases of investors (internal, global property investors, CxOs of MNCs). We also built new audiences of investors to target.
Advertising
We ran various campaigns, driving traffic to the sales asset in exchange for their contact information.
Lead Qualification
The investment-relations team followed up via calls and email to determine Accreditation status in addition to mining for interest in the Client’s projects.
Lead Hand-Over
Leads that met the accreditation criteria and were interested in an introduction to the Client were handed over.
Lead Nurture
Leads that were unresponsive or were not in the market for opportunities were placed in a nurture campaign to be reached out to at a later date.
Sales Asset #1
A sales asset providing a due diligence checklist before investing in a pre-IPO opportunity. We identified that if a prospect were to express interest in this asset, it indicated that they were actively seeking advice in the pre-IPO space and thus were familiar with the Alternative Investment space and as such, would be a good fit for our client.
Sales Asset #2
An expert financial analysis of the Artificial Intelligence industry and underlying investment opportunities. A prospect downloading this sales asset indicated to us that they were interested in the Artificial Intelligence space and allowed our team to continue conversations with them seamlessly after they had received the asset
LinkedIn Connection Requests
In addition to the sales assets that we run as Paid Traffic, we also employed LinkedIn to connect the Client with the profiles we had determined to have a high probability of meeting the Accredited Investor threshold. Successful connections were messaged and called to initiate conversations to determine interest in our projects.
Outreach
Ran LinkedIn campaigns to connect with Business Owners and Senior Executives of large companies.
Enrichment
Enrichment tools to source email and phone numbers.
Lead Qualification
Using accepted connection requests as a reason to speak, our team follows up with them via LinkedIn, emails, and phone calls to introduce the Client’s projects and determine Accreditation status.
Lead Handover
Leads that met the accreditation criteria and were interested in an introduction to the Client were handed over.
Key Deliverables
Systematic Approach
A systematic approach to reaching out to retail investors looking for opportunities
Database
An automated database with full synchronization for full visibility of the pipeline.
Qualified Prospects
Prospects that matched their criteria and removal of time-wasters
Our Impact In 90 Days
470
Leads Captured At Top Of Funnel
120
Leads Matching Client's Criteria
350
Leads Added To Nurture Campaigns
$25.7M
In Total Pipeline Value
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