B2B Marketing for Scale-up Investment Goals
As scale-ups you already have the foundation of your business but may require additional funding to expand on your current business. Whether it’s a new product release or expanding your horizons in new locations, this is a costly change for your business and therefore may require additional funding to bring your strategy to fruition.
Once you have chosen the best form of investment for your company, the main challenge is convincing investors that you’re a ‘safe bet’. For this, a strong business plan that includes past-performance data, realistic projections and a clearly formulated plan of action is vital. You’re no longer just projecting an idea, you are demonstrating an evidenced plan. The core benefit of scale-up funding compared to your initial investment is now you can provide performance data that will back-up your proposal.
Investment-Worthy Marketing Plan
At the very basis of every marketing plan, you should be looking to produce answers to the core questions investors will be asking such as; who are your customers, what is your USP, how your business provides a solution and what are your long-term growth plans? Having a detailed marketing plan already in place means you will be able to answer these questions in a clear and concise form. For example, marketing teams invest a lot of time understanding the customers’ needs and pain points, all of which are top priorities for investors. At the end of the day, the fundamental questions an investor wants the answer to is, will the customers buy it? Ultimately you need to be providing a solution to customer’s pain points and meeting their needs. Deep brand research conducted by the marketing department, such as persona documentation, can be integrated into your investment proposal.
Media Relations Strategy
A carefully thought through PR strategy can help entice investors and bring them to you. PR, if done correctly, can generate a lot of positive media coverage for your business and even has the potential to make your business appear larger and more established, which is crucial when investors are looking for that ‘safe bet’. It is not only the financial aspects that an investor will delve into, they also will be considering how your company fits into their portfolio. So, it is important to use PR to articulate the less tangible benefits such as value creation, a company’s reputation and culture. The aim of your PR strategy you need positioning yourself as an authority in your field, you can do this by:
· Engaging in speaking opportunities
· Winning Awards
· Exhibiting at or even holding your own events
Business Trajectory Consultancy
Here at Halston Marketing, we can provide expert consultation on your scaling business plan. No matter how innovative your product or niche the industry, we are on hand to offer research that can allow you to make informed decisions on your scalability ambitions. Alongside this, we also offer an Investors Pack, where we consult on all of your investment documentation and provide pitch preparation advice to guarantee you enter negotiations with your strongest foot forward. As part of this service, we can collate your team’s research, consult on your due diligence, highlight key USPs and share our investment tax break knowledge.
If you would like to find out more about our Business Trajectory Consultancy offering or better understand how a shrewd marketing and PR plan can impress investors, then get in touch with one of our team members today.