The Private Equity Podcast, by Raw Selection
How Private Equity Firms Are Adopting Marketing at the Firm Level with Tracie Kelly
Mar 25, 2025
Tracie Kelly, Director of Marketing at Exellere Partners with over 20 years in private equity, discusses the crucial evolution of marketing in the industry. She highlights how marketing enhances deal origination and sets firms apart in a competitive market. Tracie also explains common tech adoption mistakes by private equity firms and advocates for internal marketing roles to boost brand awareness. Additionally, she shares insights on the current market landscape and its implications for future deal flow.
18:40
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Quick takeaways
- Marketing in private equity is crucial for deal origination and relationship-building, aligning the firm's narrative with business development efforts.
- The reluctance to adopt advanced technology hinders private equity firms' efficiency and competitiveness, limiting their ability to make data-driven decisions.
Deep dives
The Role of Marketing in Private Equity
Marketing within private equity is often misunderstood and undervalued, yet it plays a crucial role in driving deal flow and establishing relationships. The approach integrates the sourcing of deals with marketing initiatives, helping to elevate brand visibility and engage with stakeholders like investors and advisors. Unlike traditional business development roles that might stem from investment banking, marketing in private equity helps articulate the firm's narrative and builds comprehensive strategies for outreach. This collaborative framework positions marketing as an essential component in the deal origination process, ensuring alignment with business development efforts.
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