Technology apart, IPAs have discovered new marketing strategies to engage buyers and build top of the funnel pipeline during this difficult time. One in particular is thought leadership. By investing in sector specific content programmes which involve existing and potential new corporate investors, it is possible to offer value through unbiased insight alongside actionable and objective advice. The publication you are reading now is an example of this. By commissioning this publication our sponsor, the marketing agency Network Sunday, (which also owns the content and events brand TechPros.io) has uncovered insights from dozens of leading IPAs on a common subject of interest - marketing during the pandemic. By sharing their experiences, learning from industry colleagues and raising awareness of their personal brands, contributors to this publication have enjoyed the positive experience and some are launching similar programmes to engage their pipeline of corporate investors.
Many of the participants we spoke to have increased investments in social media, particularly LinkedIn. Utilising the segmentation functionality for targeting, growing connections, sharing content and working with influencers is helping with brand building and direct response.
Since online marketing programmes will continue to grow in strategic importance, the priority for IPAs today is to focus on the customer experience. By launching campaigns which focus on value, IPAs will be well positioned to capture the attention of corporate investors and establish new connections, strengthen and nurture relationships, keep up momentum and secure site visits as soon as they become possible again.