Marketing and Business Growth Strategies for Private Equity Firms

Nov 10, 2023 | 8 min

Julia Smeltzer

Your full cycle partner for your portfolio companies

Pyxl is unlike any other agency partner in the private equity space – 16 years of experience, award-winning designs, full-service capabilities, and innovative solutions tailored to private equity.

We are your full transaction cycle partner across four key stages of investment.

Why Private Equity Firms Should Partner with an Agency

Navigating through the investment landscape, private equity (PE) firms are confronting the pressing need to differentiate themselves and their portfolio companies amidst a saturated market.

This is where a collaboration with a specialized marketing agency becomes invaluable. A dedicated agency brings to the table not just strategic marketing proficiency but also the nuance of employing tactics specific to elevating PE firms in a competitive arena.

They effectively communicate the unique value propositions of the firms and their holdings to potential investors and stakeholders. Furthermore, agencies fuel deal flow and support exit strategies by leveraging robust digital strategies, such as SEO, PPC, and comprehensive inbound methodologies.

The synergistic blend of an agency’s marketing acumen with a PE firm’s investment prowess not only accelerates growth trajectories but also meticulously positions portfolio companies for lucrative future endeavors. In a world where every investment decision is heavily scrutinized, having a strategic partner managing the brand’s presence and growth strategy isn’t just prudent—it’s vital for ensuring a prosperous future.

How We Help Private Equity Firms

Unlike other organizations with a linear focus, we bring a revenue mindset into every brand strategy and marketing program we develop and deploy. This means we’re not blindly focused on campaigns or creative – we’re focused on driving tangible revenue growth and business development results.

Our experience with portfolio growth and management has armed us with expertise and understanding of proven strategies to fit the variable goals and timely delivery associated with investment cycle stages.

The Pyxl Difference

Flexibility

We often tune our services to the current state of our client’s business, which means being flexible and nimble in what we’re delivering at any given time. We ingrain ourselves in your organization and strategically identify growth opportunities.

Speed

Our methodology is collaborative and data- driven, yet streamlined and consultative so your time and resources are used efficiently. We’re quick, precise, and have a standard that’s second to none, allowing clients to enjoy not only the results of our work, but the entire process.

Agility

Our solutions span research, strategy, creative, engagement and execution, allowing us to tackle ever- changing initiatives and environments. We ensure all deliverables are highly actionable, aligning market strategy with designated business goals and strategy.

Your Private Equity’s Full Transaction Cycle Partner

Due Diligence Solutions

Unlike most agencies, we balance a business mindset with creativity, innovation, and impact. Our growth-driven marketing in due diligence focuses on top-line revenue growth and operational efficiency to deliver a clear picture of your investment.

eCommerce & UX/UI Audit

Our team will conduct an in-depth analysis of the company’s website, assessing its design, user experience, performance, security, compliance and overall digital presence to identify any potential issues and opportunities to quickly activate growth.

Acquisition Funnel Analysis

Comprehensive analysis of acquisition channels and the marketing funnel, identify low hanging fruit opportunities and priority areas of improvement.

SEO Audit

Evaluation of the target company’s technical and on-page SEO. Identify areas of risk to organic growth and forecasted growth projections.

Automation Analysis

With our thorough understanding of sales and marketing automation, we identify areas for efficiency, integration, and enhancement.

MarTech Analysis

In order to identify any possible risks, vulnerabilities, or gaps in efficiency, we will assess the target asset’s technology stack, data infrastructure, and data privacy compliance.

Scalability of Paid Media

Our team will provide insights into the target asset’s growth potential, including opportunities for scalability, budget optimization and highest ROI.

Social Media & Online Reputation Analysis

We will assess the target asset’s online presence, brand reputation, and customer feedback by reviewing its social media profiles, online reputation, and customer feedback.

Competitive Marketing Analysis

Our team will conduct a thorough analysis of the target asset’s digital competitors, identifying their strengths, weaknesses, and market positioning to identify challenges and opportunities.

CEO & C-Suite Services

Pyxl partners with the C-Suite as consultants to technology, growth strategies and organizational restructuring. Our seasoned technology and marketing executives help reshape traditional businesses with transformative business strategies.

Early-Post Acquisition Solutions

Targeted Content Creation

Develop high-quality content that addresses the specific needs, pain points, and interests of your target audience. This can include blog posts, whitepapers, videos, infographics, and more.

Search Engine Optimization (SEO)

Ensure your website is optimized for search engines to improve organic rankings. This includes keyword research, on-page optimization (like meta descriptions and title tags), and building high-quality backlinks.

Pay-Per-Click (PPC) Advertising

Use platforms like Google Ads or Bing Ads to run targeted advertisements that appear when specific search terms are entered. This can be an effective way to drive immediate traffic to your site.

Social Media Marketing

Engage your target audience on platforms where they are most active. Share valuable content, run ads, and engage in conversations to increase visibility.

Email Marketing

Start building an email list early on and nurture those leads with regular content updates, news, and special offers.

Retargeting Campaigns

Use retargeting ads to reconnect with visitors who didn’t convert on their first visit to your website. Platforms like Facebook and Google offer retargeting options.

Landing Page Optimization

Ensure your landing pages are optimized for conversions. Use A/B testing to test different elements like headlines, calls-to-action, and imagery.

Analytics and Data Collection

Use tools like Google Analytics to track website traffic, user behavior, and conversion rates. The insights gained can be invaluable in refining your strategies.

Community Building

Start building a community around your brand. This can be on social media, through forums, or even with a dedicated platform or app.

Mid-Investment Solutions

Expansion of Content Strategy

Create more diverse and advanced content types, like podcasts, webinars, or even online courses.

Enhanced SEO Efforts

Delve deeper into long-tail keywords, implement structured data, and optimize for voice search.

Segmented Email Marketing

Customize email campaigns based on user behavior, segmenting your list to deliver more personalized content.

Advanced Analytics

Use more sophisticated tools and techniques to derive deeper insights from your data, possibly including predictive analytics.

Multichannel Marketing

Expand to newer platforms and channels, potentially including newer social networks, OTT platforms, or emerging digital spaces.

Conversion Rate Optimization (CRO)

Continuously test and optimize different website elements to improve conversion rates.

Pre-Exit Solutions

Branding and Reputation Management

Ensure that the brand’s online presence is consistent, professional, and free of any potential red flags for investors or acquirers.

Financial Performance Showcase

Highlight financial successes, growth metrics, and other KPIs through content like case studies, whitepapers, or infographics.

Stakeholder Engagement

Engage key stakeholders, including existing customers, partners, and employees, ensuring their support and positive online sentiment.

Optimized Public Relations

Secure high-profile media placements, emphasizing company achievements, unique selling propositions, and industry leadership.

Due Diligence Readiness

Ensure all digital assets, analytics, customer data, and other relevant digital materials are organized, transparent, and readily accessible.

Social Listening

Use advanced tools to keep tabs on the brand sentiment, especially on platforms frequented by potential investors or industry leaders.

Clean up Digital Footprint

Review and clean up any outdated content, correct inaccuracies, and ensure that the company’s digital footprint is polished.

Services to Accelerate Your Portfolio’s Growth

Brand Strategy

Customer Research

Unlock deeper insights into your target audience’s behaviors, needs, and preferences through meticulous data collection and analysis, driving informed strategic decisions.

Brand Architecture

Expertly develop and manage the hierarchical structure of your brand portfolio to optimize visibility, coherence, and strategic investment across all offerings and market segments.

Org Structure Audits

Thoroughly examine and analyze your organization’s structure to identify areas of improvement, ensuring optimal efficiency, clear communication, and a robust framework for sustained growth.

Brand Messaging & Positioning

Sculpt and amplify a resonant brand voice and position in the market that authentically connects with your audience, establishing a strong, distinctive presence amidst competitors.

Executive Leadership Team Strategy & Workshops

Engage your leadership in specialized workshops and strategic sessions, fostering alignment and cultivating the skills necessary to navigate through dynamic business landscapes.

MarTech Audit & Strategy

Evaluate and optimize your marketing technology stack to ensure your tools and platforms are effectively driving engagement, insights, and ROI in your digital marketing endeavors.

Marketing Services

Secret Shopper Services

Harness the power of incognito customer experiences to glean invaluable insights into the functionality and customer service of portfolio companies within the private equity realm.

Interim CMO Services

Secure expert, temporary executive marketing leadership that adeptly navigates the unique challenges and opportunities present in the private equity sector, ensuring a continuity of strategic oversight.

Go-To-Market Services

Strategize and execute impeccable go-to-market plans that meticulously consider the unique needs and opportunities of private equity-backed companies, ensuring a successful product launch or market entry.

Sales Enablement

Elevate your private equity portfolio companies’ sales processes and teams with strategic support, optimizing tools, and resources to ensure they are well-equipped to close deals effectively in their markets.

Demand Generation

Implement laser-focused strategies that spark interest and drive demand for services, ensuring your firm and its holdings remain top-of-mind in a competitive investment environment.

MarTech Implementation

Expertly navigate through the complex landscape of marketing technology, ensuring private equity firms and their portfolio companies implement systems that cohesively align with their unique marketing objectives and operational structures.

Exit Support

Development of messaging & value creation storytelling for CEOs and ELT

Craft compelling narratives and strategic messaging tailored for CEOs and Executive Leadership Teams (ELT) within the private equity sector, underscoring the pivotal role they play in driving value creation and enhancing investor relations.

Experience center design & implementation

Curate and deploy immersive experience centers that spotlight the innovativeness and investment prowess of private equity firms, ensuring a tangible and engaging platform to interact with potential investors, partners, and stakeholders.

Value creation planning for next turn cycle

Strategize and enact forward-thinking value creation plans that cater specifically to private equity firms, ensuring optimal profitability and strategic positioning for portfolio companies through successive investment cycles.

Design Services

Visual Brand Design

Sculpt a compelling visual identity that impeccably reflects the stature and strategic focus of private equity firms, ensuring a resonant and impactful presentation in the investment market.

Product Design (UX/UI)

Engineer intuitive and user-centric product interfaces, catering specifically to the nuanced needs and expectations of stakeholders within the private equity ecosystem, ensuring optimal user engagement and satisfaction.

User Testing

Conduct meticulous user testing within the private equity domain, ensuring that digital platforms and strategies are seamlessly aligned with user expectations and industry standards, thereby enhancing usability and investor engagement.

Digital Conversion Optimization

Implement potent conversion optimization strategies tailored for the private equity audience, ensuring digital platforms not only engage but also successfully convert prospects into valuable investor relationships.

Product Roadmap Development

Craft strategic product roadmaps that synchronize with the ambitions and investment cycles of private equity firms, ensuring a coherent and strategically aligned pathway for product development and investor communication.

Animation & Graphic Design

Develop visually stunning animations and graphics that succinctly communicate the value and strategic positioning of private equity firms, ensuring compelling and memorable brand interactions for potential investors and stakeholders.

eCommerce

Build and optimize robust eCommerce platforms, tailored to the specific demands and expectations, ensuring enhanced online sales performance and an impeccable shopping experience for users.

See How We Helped These Private Equity Companies Accelerate Growth

Discover cutting-edge design, technology and strategy, and an unwavering commitment to client success. Visit our case studies to learn how we have revolutionized operations, optimized processes, and elevated digital presences for diverse industries.

ProviderTrust

In the competitive space of SaaS and data as a product, Pyxl worked with ProviderTrust to establish an updated Brand Architecture that unified their multi-product suite under a single platform, with new brand messaging, positioning and an updated website experience to follow.

Services:

UI / UX Website Design & Development
Brand Positioning & Messaging
Content Strategy & Development
Brand Architecture & Reconciliation

Results:

Unified brand messaging guide
New website with a custom site map
Updated Branded House architecture

Read The Case Study

RazorSync

RazorSync partnered with Pyxl for help with their ongoing marketing, strategy and implementation to increase business during the pandemic. Pyxl also redesigned and launched RazorSync’s new website to improve their digital presence, focus on the company’s unique features, and provide users with the best experience.