The strategic role of marketing for mid-tier investment banks 

Posted by | Elaine Pratt

With the start of a new presidential term and expectations of a reinvigorated economy, mid-tier investment banks face a unique opportunity—and challenge—in an increasingly competitive market. While global bulge-bracket firms can rely on their established brands and extensive resources, mid-tier banks must focus on smarter, more strategic marketing to differentiate themselves.

Having worked closely with numerous mid-tier investment banks, I’ve seen how well-executed, targeted marketing strategies can help these firms punch above their weight and secure their share of the market. 

1. Establish a focused brand identity 

Mid-tier investment banks succeed by developing deep expertise in specific sectors or transaction types. One mid-tier firm built a strong reputation in healthcare and technology M&A by consistently highlighting their sector expertise through targeted content and client communications. They moved beyond generic “trusted advisor” messaging to showcase their specialized knowledge through regular industry reports and sector-specific case studies. 

Another success story is a mid-tier bank that has effectively positioned itself as the leader in middle-market M&A and restructuring. Their marketing materials consistently emphasize their league table rankings in these specific areas rather than trying to compete across all categories. 

2. Leverage data for market positioning 

Understanding your competitive landscape requires specific, actionable data. One leading mid-market firm exemplifies this approach by conducting and publishing quarterly middle-market PE deal surveys. This not only provides valuable insights to clients but positions them as market experts. 

Consider tracking metrics such as: 

• Deal win rates against specific competitors in your core sectors 

• Client satisfaction scores compared to industry benchmarks 

• Marketing content engagement rates by industry and topic 

• Event attendance and lead conversion rates from thought leadership 

3. Create distinctive thought leadership 

Generic market commentary won’t differentiate your firm. One mid-tier bank’s Technology & Services Investment Banking group demonstrates effective thought leadership by publishing detailed analyses of emerging subsectors like healthcare IT and fintech. Their reports combine industry expertise with clear implications for M&A activity, making them valuable resources for potential clients. 

Another mid-tier firm has carved out authority in the industrial technology space by producing in-depth white papers that connect industry trends to M&A opportunities. Their content succeeds because it offers unique insights rather than rehashing widely available information. 

4. Develop client-centric communication programs 

Effective client communication in mid-tier investment banking requires a personal touch that larger firms often can’t match. One healthcare-focused banking team creates quarterly “CEO Perspectives” newsletters that feature interviews with healthcare executives discussing industry challenges and opportunities. This approach provides value to clients while showcasing the firm’s relationships and expertise. 

5. Use design to enhance credibility 

While bulge bracket firms can rely on their names alone, mid-tier banks must work harder to establish credibility. A boutique investment bank demonstrates this well through their pitch materials, which use sophisticated data visualization and clean, professional design to convey complex information clearly. Their presentation templates ensure consistency across all client-facing materials while maintaining high design standards. 

6. Implement strategic marketing plans 

Successful mid-tier banks align their marketing efforts with specific business goals. One firm’s expansion into the technology sector provides a good example. They developed a comprehensive marketing strategy that included: 

• Hiring and prominently featuring recognized industry experts 

• Publishing regular sector-specific research 

• Hosting targeted industry events 

• Building relationships with technology-focused media outlets 

• Creating dedicated social media campaigns focusing on tech industry insights 

7. Create a marketing-oriented culture 

Mid-tier banks that succeed in marketing make it a firm-wide priority. One successful firm has effectively implemented this approach by: 

• Training senior bankers in social media best practices 

• Creating easy-to-use templates for client presentations 

• Establishing clear processes for sharing deal announcements and thought leadership 

• Recognizing and rewarding bankers who contribute to marketing efforts 

The path forward for mid-tier investment banks isn’t about matching the marketing budgets of larger competitors. Instead, success comes from focused, strategic efforts that emphasize your firm’s unique strengths and expertise. The examples above show how mid-tier firms can build strong market positions through targeted marketing efforts. 

For mid-tier investment banks looking to enhance their marketing strategies, consider these action items: 

• Conduct a detailed analysis of your current market position in core sectors 

• Develop a content calendar focused on your specific areas of expertise 

• Create a systematic approach to capturing and sharing deal insights 

• Invest in professional design templates that your team can easily use 

• Establish clear metrics to measure marketing effectiveness 

By focusing on these areas over the past four years, Fuld & Company has successfully helped our boutique Investment Banking clients increase transaction volumes and elevate their brand presence. 

Tags: Financial Equity and M&A Research, Financial Services, Investment Banking Research, Private Equity Research