What are investor leads?

An investor lead is any ‘prospective’ investor who has the potential and intent to become a shareholder which we can measure and influence through a set of investor touchpoints.

For any company looking to grow their shareholder base, an understanding of investor lead generation is essential to maximise investor lead-to-shareholder conversion.

Defining investor leads.

It can be argued that any investor on the market could technically be considered as an investor lead but this approach to shareholder acquisition isn't effective because it's not actionable. There's no value in an investor lead if you're unable to bring them along the company journey and convert them into a shareholder.

So we think about it like this.

An investor qualifies as an investor lead only when you have the confidence and visibility to deliberately nurture them over time into a shareholder. That's enabled with strategic control over your investor touchpoints and how they interact with the company over time.

Every interaction or action an investor can take with your company is an investor touchpoint you can utilise to build up their buying intent towards critical mass, ultimately converting them from an investor lead into a shareholder.

Investor touchpoints examples.

1. An investor views a company announcement (+ intent).
2. An investor asks a question about the company on a third-party forum (+ intent).
3. An investor visits the company's socials and engages with content (+ intent).
4. An investor sends an email querying a project update (+ intent).
5. An investor signs up for a company’s mailing list (+ intent).

Investor lead generation focuses on control and visibility through digital infrastructure and data to influence your investor leads and optimise your strategy as a whole. Here's how you can kickstart your investor lead generation as part of an investor marketing strategy.

Generating investor leads.

Investor lead generation is part of the investor marketing flywheel. It's integrated throughout the first two stages; 'attract' and 'engage' through the dual investor marketing process of attracting investors to your company and strategically engaging them to build investor intent.

The direct-to-investor (D2I) marketing flywheel.

D2I marketing enables investor lead generation through attraction and engagement strategies that nurture investors leads through strategic company touchpoints.

Investor lead generation enables you to repeatably measure, determine and influence the buying intent of your investor leads until they become shareholders.

Learn more about reaching investors directly

Attraction strategies.

To maximise the amount of investor leads, D2I marketing strategies that focus on attracting and acquiring new investors primarily utilise uplifted company announcements and newsflow. You need to ensure that your company newsflow is high-quality, high-frequency and well-structured with frequent touchpoints to start and nudge investors through their journey to becoming shareholders.

Engagement strategies.

To maximise the likelihood of your investor leads converting into shareholders, your investor marketing strategy will focus on establishing direct channels and personalising your investor communications. You need to understand the investors you’re communicating with because that gives you the information to tailor your engagement and resonate more deeply with each segment.

Bridge the gap with retail and generate investor leads.

An effective investor lead generation strategy integrates smoothly into a broader investor marketing strategy. By attracting new investors and engaging with them throughout, listed companies can focus on converting them into shareholders to grow the registry.

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