What We’ve Learned Over the Years- Venture Capitalists Engage in Brand Marketing

In the past VCs stood in the shadows of their successful portfolio companies, hinting about their contribution and using veiled wording in Twitter posts. Today we see VCs stepping up to take more credit for their contribution. There are numerous examples of VCs using successful exits as validation for their investment thesis.

With the explosion of the number of venture capital providers comes the need for VCs to engage in brand marketing. A list of successful portfolio companies burnishes their brand and helps them gain new deal flow as well as limited partner investors.

Just having a fund is no longer a source of attraction for the best deals — there are too many other funds out there. Today, VCs have to position themselves as unique in expertise, deal flow, support, and connections.

As venture capital becomes more abundant, the startup has more choices to consider. VCs will have to more actively promoting their programs and experience.

VCs need to gain market exposure on their unique value proposition to generate deal flow which is the lifeblood of the VC business model. They are now brand managers who in many cases have a business development and marketing team driving the awareness around their fund.

Hall T. Martin

Hall T. Martin is the founder of TEN Capital and a builder of entrepreneur ecosystems by startup funding through angel networks, funding portals, syndicates, and more. Connect with him about fundraising, business growth, and emerging technologies

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