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Marketing & Business Development

To best understand the value of Fractional Marketing Services, we must first ensure we are speaking the same language. In the middle market Private Equity world, the terms “Marketing” and “Business Development” are often used interchangeably, and incorrectly so. Business Development is part of Marketing, but not all Marketing is Business Development. In its simplest form, Marketing initiates and maintains brand awareness and image, and attracts leads into the company. Business Development works directly with prospects and clients (aka deal sources) to turn those leads into qualified opportunities. The two work together, certainly—to succeed, they must be seamlessly integrated—but they are not the same.

Alinea does not replace your Business Development efforts—we are complimentary to and integrated with them—making this valuable group of Biz Dev professionals better armed in this competitive marketplace with more leads on which to convert.

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 selling into them.

Marketing Audits

To fully craft a going-forward Marketing plan, even if it is your first, middle market companies must assess where they currently stand with their Full-Funnel Marketing efforts.

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Marketing Audits

  • In a thorough Marketing Audit, we evaluate all aspects of a client’s “Full Funnel” Marketing arsenal. We identify what is working, what is not, and what is missing. This is a great first step in a client’s relationship with Alinea, as we will know exactly the shape of the Marketing platform with which you (and we) are working.

  • As an option, Alinea can use the results of this Audit to craft a written Marketing Plan, which can then form the basis of the kick-off of our monthly Retained Fractional Marketing Services.

  • Project-based fees.

  • 30-Day delivery from kick-off meeting.

Retained Fractional Marketing Services

Part-Time, Fractional Marketing Services for less than the cost of a full-time Analyst or Marketing Coordinator.

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Retained Fractional Marketing Services

  • All services related to supporting (or initiating) strategy, planning, tactics, and activity execution in all marketing-related areas for your firm, such as: website; digital (and other) marketing and advertising; collaterals; writing content; email marketing (including drip marketing); press releases; SEO; conference support; corporate identity; etc. We can even manage both your current internal and external marketing resources, if you have any. The complete scope of our work is defined with clients prior to starting.

  • Typically, time spent with a retained client ranges from 15- to 25-hours per month.

  • Monthly retainer fees are dependent on the number and strategies for your various business lines or funds, the current status of your Marketing efforts, and the term of our Alinea partnership.

New Fund Launch Services

For inaugural or follow-on Private Equity funds and Independent Sponsors. A package of services necessary to ensure the biggest splash with your new fund introduction.

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New Fund Launch Services

  • Alinea offers a package of services necessary to ensure the biggest splash with your new fund introduction. We can collaborate with you during the Pre-Marketing phase for your fund, or even after fundraising has commenced. A fresh look married with targeted Marketing campaigns can enable you to be best prepared when you are ready to launch and can assist along the way if you already have.

  • 6- and 12-month project terms.

  • Fees based on new fund size, number, stage, strategy, and target markets.

  • Limited availability.

Business Assessment for Capital Raises or Exit/Sale

For Private Companies considering a future capital raise or exit.

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Business Assessment for Capital Raises or Exit/Sale

  • A high-return evaluation of your business to increase the likelihood of a successful capital raise and/or a maximum exit value. Considers how institutional investors will assess your business for both issuing loans or investing equity. Led by a 25-year Private Equity veteran who has assessed over 6,000 businesses for institutional investment.

  • 2-weeks approximate elapsed time to deliverables after on-site discovery meeting.

  • Flat fee.

Selling to Private Equity

Creating better traction for companies selling into the Private Equity ecosystem.

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Selling to Private Equity

  • Includes both Marketing Audit and GTM strategies and execution plans specifically geared towards making inroads into the Private Equity community.

  • Fees based on sector, traction to-date, and experience with the sector.

Strategic Advisory

Strategy consulting services to accelerate business growth and market share. Can also include representation on a company’s
Board of Directors.
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Strategic Advisory

  • For privately owned businesses, typically without an institutional investor.

  • Fees based on business complexity and contract term.

All services provided are managed and Overseen by Phil Curatilo, Alinea’s Founder, Principal & CMO.

Why choose us?

Benefits of our Marketing Expertise

Leads

Generate more qualified leads for your Biz Dev executives.

Connection

A Full Funnel marketing approach ensures all of your target markets stay connected with your firm.

Focus

Focus on your activities that create the most value for your firm and leave the marketing to us.

Best-in-Class

A marketing function that performs the way you always hoped.

Value

The experience of a 25-year PE veteran for less than the cost of an Analyst.

Need Best-in-Class Marketing? It's Time to Analyze Strategize Plan Execute Measure Grow

For a no-obligation assessment of your Marketing needs, and whether Alinea Growth Advisors can be helpful, Click Below

Info@AlineaGrowth.com

203.349.6274

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Fractional Marketing & Strategic Advisory Services
For Private Companies, Private Equity Firms, Family Offices & Investment Banks

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