Leveraging Data for Effective Marketing in M&A

In a recent Association for Accounting Marketing webinar, Dan Mahoney, CEO of TruSight LLC, alongside Andy Jones, Founder & Managing Director of Private Equity Info, shared valuable insights on how data can be leveraged to enhance marketing efforts in the mergers and acquisitions (M&A) space.

The webinar primarily focused on how data can be used as triggers for marketing material to attract new customers. Mahoney emphasized the importance of understanding the trends and patterns in M&A activities and presented a comprehensive analysis of private equity acquisitions and exits from 2000 to 2024, highlighting key trends and their implications.

One of the significant trends discussed was the impact of economic events and government policies on M&A activities. For instance, the recession in 2003 and the subsequent economic expansion driven by the Federal Reserve’s money printing had a notable effect on M&A transactions. Similarly, the Great Recession of 2008 and the COVID-19 pandemic in 2020 led to significant fluctuations in M&A activities.

Mahoney also pointed out the importance of year-end transactions, particularly in December 2012, when there was a spike in deals due to anticipated changes in capital gains tax rates. This example underscored how external factors, such as tax policies, can drive M&A activities and create opportunities for targeted marketing efforts.

Another critical aspect discussed was the ratio of investments to exits in the private equity space. The data showed that there are consistently more investments than exits, indicating a growing industry. This trend has significant implications for marketing strategies, as it highlights the potential for new investment opportunities.

The webinar also covered the shift in the ratio of platform acquisitions to add-on acquisitions. Historically, there was a four-to-one ratio, but recent data from 2021 to 2024 showed a more balanced ratio. This shift suggests a change in strategy among private equity firms, which can be leveraged in marketing efforts to attract potential clients.

Mahoney summarized the importance of leveraging data in marketing by saying, “the overall goal here for us is really to show you how you can leverage data, like the data we provide, and use it as triggers for marketing material to help you do your job and to ultimately bring in new customers”.

This webinar, which is recorded and available to watch on-demand for AAM Members provided a wealth of information on how data can be effectively used to enhance marketing efforts in the M&A space. By understanding the trends and patterns in M&A activities, firms can create targeted marketing materials that resonate with their audience and drive new business opportunities. TruSight’s expertise and comprehensive data resources, like Private Equity Info, make them valuable partners for any firm looking to navigate the complex world of M&A.

About TruSight:

TruSight, a buy-side M&A practice, has been at the forefront of providing critical data and insights to over 200 customers, helping them navigate the complex world of private equity and corporate acquisitions. TruSight connects private equity firms and family office investors with an extensive network of long-tail investment banks and business owners.

About Private Equity Info:

Private Equity Info’s cutting-edge M&A research database lets you search, identify and connect with key executives across the entire M&A landscape. Private Equity Info’s database features 127,000 key executives across 16,000 firms and 33,000 funds in the M&A industry, and more than 1.3 million private companies.