Engineered serendipity for VC funds
TLDR: Winning brands know how to "engineer serendipity". A VC firm's GTM strategy is a savant mix between a fantastic product (an investment team with a strong thesis) and a well-oiled inbound machine.
I've tried my best to share some of the learnings over the years, including:
- Why a marketing role in VC is more editorial than sales/brand (inspired by Margit Wennmachers, the first to hire media editors in marketing VC jobs)
- How starting my own podcast early in my career was the most transformative experience, allowing me to build a network and marketing skills
- The power of investing time upfront in developing a narrative to align the firm around key messages (ask for the template, happy to share!)
- Why paying for news is THE starting point for a PR strategy and building a culture of media for the ecosystem and portfolio companies
- How to navigate building a franchise brand vs personal brands
- The irreplaceable value of crafting meaningful physical "experiences" often confused with mere "events" (and in fact, all my learnings from working with Aitana at Northzone, who crafts the most memorable experiences)
_Today, we have Vincent Touati-Tomas with us. Vincent is the Head of Marketing at Northzone, a global VC firm Northzone that has raised more than ten funds to date, with its most recent fundraising in excess of €1 billion, investing in startups from Seed to Growth.
Northzone is investing out of Fund X and more than 80 active portfolio companies and notable investments, including Personio, Klarna, Kahoot, Spotify, and Spring Health. At Northzone, Vincent focuses on all things marketing.
Now, Vincent is one of the great thinkers and practitioners of marketing in European VC, and we're so lucky that he has taken the time to structure his thoughts on the topic for us in this episode. So, you're in for a real master class.
Some might be a bit hard to follow if you're not doing marketing in your day-to-day, but I urge you to stay tuned because there's so much to learn for any VC thinking about how to build and grow their firm and its impact. So strap in and let's hear from Vincent. _
You can check the full episode below:
