Alinea Growth Advisors (Alinea) provides bespoke Fractional Marketing Services for middle market Private Equity Firms, Family Offices, and Investment Banks. We also assist select private companies, especially those selling to Private Equity Firms. Our services allow our clients to receive Best-in-Class Corporate Marketing at a fraction of the cost of a full-time Analyst or Associate, or even an entry-level Marketing Coordinator. With Alinea, you no longer need to hire a full-time corporate marketing employee (or team)—but if you already have one, we can help them perform better.
Fractional (i.e., Part-Time) Marketing Services have been used for years by Private Equity portfolio companies, but only recently have these services been made available to Private Equity Firms themselves, Family Offices, Investment Banks, and Independent Sponsors.
If you assign your firm’s Marketing tasks to an Analyst, Associate, or Business Development professional whose time is best spent elsewhere; if you assign Marketing activities to an over-worked Office Manager or other administrative resource; if you have a junior Marketing Coordinator who lacks the empathy for your business and target markets, you should talk to Alinea.
What if…You could create a Best-in-Class Marketing function within your firm, resulting in greater brand awareness and image; better target market connection; and, of course, increased lead generation, deal flow, and stakeholder interest?
Today’s increasingly competitive environment for middle market Private Equity Firms, Family Offices, and Investment Banks, has left little time for those entities to focus on their own Marketing strategies, tactics, and execution—not to mention the measurement of the impact of those activities. At best, a Business Development executive is forced to take on an additional Marketing role as a part-time, almost side job taking valuable time away from their critical in-person deal origination responsibilities. At worst, a GP or MD whose primary focus is on deal evaluation and execution, is forced to give up hours of their time trying to use 21st Century Marketing tactics and tools on which they are not trained or knowledgeable—if they use them at all.
Alinea Growth Advisors was created to bring Fractional Marketing Services to Private Equity Firms, Family Offices, Investment Banks, and the other Intermediaries and Counselors who serve them. Private Equity Firms, Family Offices, and Investment Banks are realizing they are far too busy competing to win the next deal or enhancing Portco equity value to be able to focus on a Marketing and Lead Generation ecosystem that is dynamic and ever-changing. Why not leave the execution of your critical Marketing functions to a firm that lives and breathes Private Equity, Family Office, and Investment Bank Marketing full-time—and who enjoys doing so?
Alinea offers Fractional Marketing Services along four service lines, all of which impact the Marketing needs of middle market Private Equity Firms, Family Offices, Investment Banks, and Private Companies. Our services include:
All Part-Time, Fractional Marketing Services related to supporting (or initiating) strategy, planning, tactics, and activity execution in all marketing-related areas of your firm.
To fully craft a going-forward Marketing plan, even if it is your first, middle market firms must assess where they currently stand with their “Full-Funnel” Marketing efforts. In a thorough Marketing Audit, we evaluate all aspects of a client’s Full Funnel marketing arsenal.
Alinea offers a package of services necessary to make the biggest splash with your new fund introduction.
For those special Marketing Projects you have been putting off for months (or years), Alinea can help.
Generate more qualified leads for your Biz Dev executives.
A Full Funnel marketing approach ensures all of your target markets stay connected with your firm.
Focus on your activities that create the most value for your firm and leave the marketing to us.
A marketing function that performs the way you always hoped.
The experience of a 25-year PE veteran for less than the cost of an Analyst.
Your Biz Dev professional should focus on what they are best at and what generates the highest value for your firm—that includes being in the field and on the phone with prospects, contacts, and other potential sources of business for your firm. Assigning your Biz Dev professional corporate Marketing responsibilities takes time away from their high impact activities, and almost ensures that your Marketing will not get the attention it truly deserves. With Fractional Marketing Services by Alinea Growth Advisors, you ensure the best of both worlds—an integrated and fully focused Biz Dev department and Best-in-Class Marketing.
Having hired, trained, and managed Marketing Coordinators in the past, it is our experience that, even the good ones, focus on execution of a few narrow tasks–they do not have the capability to think strategically about your marketing needs; do not have firsthand knowledge of your target markets; and are not considering the next 21st Century marketing tools to improve your firm’s success. In addition, it is rare for a Marketing Coordinator to truly have empathy for the middle market M&A ecosystem and your target markets—the learning curve here can be quite significant. If you are satisfied with your Marketing Coordinator, we can collaborate with them, develop them, even manage them, if you like.
An Analyst or Associate is just starting to learn about your firm and the job for which they were hired. These individuals, although professional, are still young with almost zero Marketing experience. Do you really want to take their valuable time away from helping you on deal/opportunity assessment and execution? With Fractional Marketing Services by Alinea Growth Advisors, you ensure your junior professionals grow in the jobs you hired them for and your Marketing activities are managed, in total, by an experienced firm with decades of Marketing experience in the exact markets in which you compete.
At Alinea Growth Advisors, we have experience with taking an established brand that has been around for decades, but which may have become a bit tired and dated. We can refresh, enhance, or replace entirely the branding of your firm, all the while keeping the market awareness and recognition you have built over the years.
ng to learn about your firm and the job for which they were hired. These individuals, although professional, are still young with almost zero Marketing experience. Do you really want to take their valuable time away from helping you on deal/opportunity assessment and execution? With Fractional Marketing Services by Alinea Growth Advisors, you ensure your junior professionals grow in the jobs you hired them for and your Marketing activities are managed, in total, by an experienced firm with decades of Marketing experience in the exact markets in which you compete.
Our Marketing Audit & Planning Services and our Special Projects are priced and delivered on a per-project basis, so there is no minimum or maximum time involved. Our Monthly Retained Marketing Services do require a minimum standard contract, with discounts provided for longer-term engagements. Due to the nature of the work, our New Fund Launch Services do require longer engagements, especially if you are starting with a blank sheet upon which to establish a new brand.
If you currently use third-party vendors, and you are happy with them, we can continue to work with them and even manage them for you. If you are dissatisfied with their work, we can help you replace them with others (both those we know well or those who require additional vetting).
One of the beautiful things about executing Marketing the right way is the ability to create and track important metrics. These metrics are then evaluated, campaigns or functions corrected or reinforced, and impacts reported on and communicated. Alinea will provide a standard reporting package for you which tracks all our activities. We sit down with you at the beginning of each month and report back both weekly and monthly. You’ll know we are doing an excellent job since we will be delivering the KPIs (Key Performance Indicators) we agreed upon before starting our first day of work.
Review the frequent marketing mistakes oftentimes made by Private Equity Firms–and their quick solutions.