Marketing Post-COVID: The New Best Practices

Marketing is an essential and continual activity for private funds. Private equity funds rely on effective marketing to source capital; since private equity funds may only recycle a limited amount of investment proceeds, a sponsor needs continually to attract investor capital to fund deals and maintain a robust investment pipeline. The COVID-19 pandemic poses a host of challenges to both managers and those conducting fund and investment diligence: the associated market volatility, for example, affects the presentation of track records and fund and manager rates of return. The pandemic also poses more pedestrian challenges, such as making in-person diligence and face-to-face management meetings less practical. With these considerations in mind, fund managers cannot afford to play fast and loose with their marketing material; pre-pandemic rules and best practices continue to apply.

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