Deal Sourcery

The Marketing Playbook For Private Equity in 2025 with Joanne Verkuilen

May 1, 2025
Joanne Verkuilen, Founder and Managing Partner at MiddleM Creative, shares her insights on transforming marketing in private equity. She discusses the alarming statistic that firms miss 80% of relevant deals due to outdated outreach methods. The conversation highlights the shift towards strategic, multi-channel marketing to enhance visibility and build trust with founders. Joanne emphasizes the importance of tailored messaging and genuine partnerships, arguing that effective brand strategies are essential for navigating today's competitive landscape in private equity.
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INSIGHT

Deal Flow Visibility Crisis

  • Private equity firms see less than 20% of relevant deals annually, highlighting a major visibility problem.
  • Improving market messaging and approach can help reduce missed deal opportunities significantly.
ANECDOTE

Successful PE Growth Story

  • Joanne helped a private equity firm grow through focused brand positioning and strategic PR.
  • Their marketing effort supported significant fund growth and built strong intermediary relationships.
INSIGHT

What Founders Really Want

  • Founders value private equity firms that demonstrate deep sector expertise and genuine partnership.
  • Authentic support and shared ambition are critical to winning deals beyond valuation.
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