Saturday Series

Don't spend any more on IR until you understand this

Most companies pour their IR budget into awareness while the middle of the funnel leaks like a sieve. A guide to the investor marketing funnel: awareness, intent, and conversion, and how to improve each stage.

Ben Williamson

9 May 2024 · 8 min read

If you've spoken to me directly, you've likely come across me talking about your sales funnel.

And it's because too often, companies only think about the top of the funnel: driving new eyeballs.

"If only this could get in front of new people, more will buy it".

Keep reading for free

Subscribe to the newsletter and Ben Williamson will send every new article to your inbox. This one unlocks instantly.

Keep reading

Saturday Series

When there's no multiple, they're backing you

If you're high-growth, R&D-heavy or an explorer, there is no easy multiple for the market to anchor to. Investors are backing two things instead: a story they can understand, and a team they can see.

Ben Williamson · 9 July 2026

Saturday Series

Stop being such a Jorc!

Most of your investors are not professionals in your field, and if you only speak to the ones who already understand you, you're ignoring 99% of the public. The two answers to closing the gap between where you are and how you're priced: education and trust.

Ben Williamson · 2 July 2026

Saturday Series

Does your share price reflect reality?

Your work today won't turn into reported results for months, so the market often prices where you were, not where you are. A prompt to think about how big that gap is for your company, and how you communicate it.

Ben Williamson · 26 June 2026