{"id":3330,"date":"2022-08-11T01:48:07","date_gmt":"2022-08-11T05:48:07","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/08\/11\/private-equity-firms-turning-to-digital-marketing-to-make-portfolio-companies-prosper-faster\/"},"modified":"2022-08-11T01:48:07","modified_gmt":"2022-08-11T05:48:07","slug":"private-equity-firms-turning-to-digital-marketing-to-make-portfolio-companies-prosper-faster","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/private-equity-firms-turning-to-digital-marketing-to-make-portfolio-companies-prosper-faster\/3330\/","title":{"rendered":"Private Equity Firms Turning to Digital Marketing to Make Portfolio Companies Prosper Faster"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Betsy Denson<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Middle-market private equity investors have always been concerned with profitability at their portfolio companies but as the landscape changes &#8211; and competition increases &#8211; these firms are needing to scale up more quickly to grow their portfolio companies. For this, they are turning in greater numbers to digital marketing and demand generation.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cFirms are paying a higher multiple on the deals and want to make sure that there will be a healthy return for investors, within their expected time frame,\u201d said Libby Covington, Partner at <a href=\"https:\/\/craigmarketinggroup.com\/\" aria-label=\"Craig Croup, visit site\">Craig Croup<\/a>, a marketing strategy firm. \u201cThe importance of quick growth and quick revenue enhancement of a company through digital marketing and lead generation is very important in today\u2019s climate.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Covington says that while the makeup of private equity firms\u2019 operating partner team used to include a former CEO with expertise in an industry, now firms are adding chief operating officers and chief information officers, plus maybe a few members with recruiting proficiency. Also, many are now adding a chief revenue operations officer.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThis is the first I\u2019ve heard of in the last year where these middle market private equity firms are hiring sales and marketing professionals in their operating partner teams,\u201d said Covington.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Private equity firms are doing this because digital demand generation has a proven track record of helping the portfolio companies grow more quickly.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">An April 2022 article in the Wall Street Journal cited data from the Interactive Advertising Bureau and PricewaterhouseCoopers LLP that showed digital ad revenue in the U.S. jumped 35 percent to $189 billion in 2021. That topped a 12 percent growth rate in 2020. The article noted that the year-over-year growth in 2021 was the highest the digital ad market had seen since 2006.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cBusiness to consumer has been doing digital well for a long time,\u201d said Covington. \u201cNow business to business is taking note. Probably ninety percent of middle market private equity portfolio companies are business to business. If they thought they could get the revenue growth by hiring 100 salespeople, they would do it. The goal is not to embrace the new world of digital marketing, the goal is what\u2019s going to sell more product or services in the most efficient manner.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While industries like retail, healthcare and automotive are well versed in the digital landscape, there are other industries that have come around in the last five years.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cFor a company selling valves or industrial business services, COVID is what super charged them,\u201d Covington said. \u201cSalespeople can\u2019t just walk into a business anymore because the decision maker may be working from home. With digital advertising, you are growing sales because the leads are coming in. It\u2019s more failproof.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Delivering the Message to the Target Market Until They Convert<\/h2>\n<p class=\"wp-block-paragraph\">A portfolio company might hire a team in-house or an outside consultant to help them achieve their goals or a combination of the two.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Covington said that for some of the more old-school companies, like the industrial industry, who have not traditionally been using digital means to feed sales, the best start is to ensure that they have a website that converts as well as the correct content for the user experience.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThat\u2019s the main thing that business to business can do better,\u201d Covington said. \u201cImproving their company\u2019s website and using the right keywords to grow organic search engine optimization will get them a long way. They need to make it easier for the user to find them and understand how the company can help them.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For many, this means going back to the basics of determining who the target audience is for a company\u2019s product or service, what they look like and where they are located.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt\u2019s really the whole marketing funnel for business to business, finding the market and understanding what their decision factors are,\u201d Covington said. \u201cThen you wrap the web content around that \u2013 whether that\u2019s used in advertising through digital means or organic posting that boosts your SEO. You want to expose your target market to your message, until they convert.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While some companies might resist putting their prices online, Covington said that buyers require more now to convert.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Forbes Magazine notes in an article about consumer shopping trends that millennials or those born between 1983-1998 make up the largest part of the labor force.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Coresight Research Founder and CEO Deborah Weinswig told the magazine that millennials have a \u201cchannel-agnostic view \u2013 online, offline \u2014 the distinctions are irrelevant to these shoppers.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Covington has heard the same from those purchasing for their business.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThey just want to see everything that they need to know online and then decide,\u201d she said. \u201cThe decision makers in private equity are younger too. They understand that the portfolio companies that they invest in need to be putting more information out there. It saves time, saves effort and the buyer feels like the transaction is more honest, despite the fact they are still being sold.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Account Based Marketing Is a Game Changer<\/h2>\n<p class=\"wp-block-paragraph\">A 2006 article in the Harvard Business Review, \u2018Ending the War Between Sales and Marketing,\u2019 talked about how account based marketing \u2013 a focused growth strategy in which marketing and sales collaborate to create targeted ads for an agreed upon set of high-value accounts \u2013 can align the two teams.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWith ABM, companies can super target their advertising and sales dollars,\u201d Covington said. \u201cSay you come up with 1,000 companies you think could buy your product. Ads are created specifically for those companies, based on the usage of the internet that you think is a natural fit for your product or service.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The difference with digital marketing is that it is so scalable and effective in assisting the sales team to grow revenue. A touch of a button can show ads to a target audience in a region or to the whole US.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt just makes it faster which is what private equity firms want,\u201d Covington said. \u201cThey are looking to find new ways to grow their portfolio companies more aggressively and more quickly and more reliably. These companies can reach so many more people than an individual salesperson can ever meet, even if they sent out blast emails, even if they visited everyone that they knew. You\u2019re never going to touch as many people as you would with digital marketing.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And while digital advertising is not brand new, its usefulness is valued because it is so trackable.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt is different from billboards and TV ads because you can literally see if someone came to you from a Facebook ad or a Google ad,\u201d Covington said. \u201cCompanies pay $50 for an ad that lands them a 500K client. That\u2019s what people love about it. \u201cThere\u2019s that attribution.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>While digital advertising is not brand new, its usefulness is valued because it is so trackable.<\/p>\n","protected":false},"author":7,"featured_media":3331,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-3330","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Private Equity Firms Turning to Digital Marketing to Make Portfolio Companies Prosper Faster | AW360<\/title>\n<meta name=\"robots\" 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