Accelerating sales growth for private equity specialist consultancy, Humatica

Humatica

Creating more enquiries than ever before by increasing fund penetration with astute brand repositioning.

Higher investment prices, higher alphas & audience misconceptions

The challenge

As a leading specialist consultancy to Private Equity Funds, Humatica prides itself on delivering ‘Operational Efficiency’ services to help the Funds achieve ‘Alpha’ – an industry term meaning a higher than market index investment return from the portfolio companies they’re invested in.

 

When Humatica approached us in 2020, they were working with just a few Funds and struggling to increase penetration into the +300 in the UK alone. A situation made more challenging due to increasing prices to invest in companies, and the Funds’ need for higher Alphas. They knew they need to reposition what they could offer but they didn’t know how. That’s where we came in.

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The obstacles preventing desired sales growth

The challenge

When Humatica approached us in 2020, they were working with just a few Funds and struggling to increase penetration into the +300 in the UK alone. A situation made more challenging due to increasing prices to invest in companies, and the Funds’ need for higher Alphas. They knew they need to reposition what they could offer but they didn’t know how. That’s where we came in.

Revealing the key audience perceptions that would need to be addressed

How we helped

Our discovery workshops with the Humatica team revealed a number of key audience stakeholders in the decision to appoint consultants. We interviewed all of them. The Fund Deal Makers and Operating Partners. And the Portfolio Company CEOs and Chairs. We dug deep and found valuable insights about how they perceived Humatica and the Operational Efficiency’ services offered. Principally that ALL had concerns about Operational Efficiency’s ability to deliver their shared goal of maximising the financial value of the deal.  And that they all perceived the other more traditional levers as easier to control, less challenging, less risky. That would be a huge misconception that would need to be addressed.  

A targeting strategy focused on each audience

It was never going to be straightforward with such a complex decision-making process. Our research found that each audience played different roles at different times in the process. We formulated a targeted strategy that embraced that:

To reach all audiences

We needed to drive awareness and interest for ‘Operational Efficiency services’.

To reach Equity Fund Operation Partners and Deal Makers

We needed to demonstrate the financial impact of ‘Operational Efficiency’.

To reach Equity Fund Operating Partners and Portfolio Company CEOs

We need to focus on education and information about Humatica’s different services, and when to use them, to drive conversion.

Showing how to win funds and influence people

 

We augmented this strategy by creating and adding a range of positioning statements that everyone could get behind. Each statement provided guidance on how Humatica should now talk about their services. Tangible and valuable tools to help better promote ‘Operational Efficiency’ as a way of maximising the value of a deal without any more risk or loss of control compared to traditional levers.

Thought-leading content recommendations

We also wondered about the questions different audiences would be asking themselves at the crucial conversion stages, when appointing a consultancy firm. We mapped a range of questions that they might naturally think of through the Awareness, Interest, Desire and Action points. Then we aligned those question with engaging content themes, topics and formats which answered them. This ultimately became our ‘engagement cycle’, driving awareness through to conversion.

An optimised channel mix standing out in a saturated space

 

The final piece of our strategy puzzle was to help Humatica reach the audiences it needed to influence.

Using our digital expertise and knowledge of popular social channels, we created a plan to make sure the company stood out in a crowded space, highlighting their presence in the field and helping their key audiences to find them with ease through owned and paid channels. 

 

More enquiries than ever before

The impact

“Your good work has helped us significantly this year since we launched the new brand and website. We have had more enquiries than ever before, which we’ve converted into real projects during the year. This is very encouraging, that at the right time in the evolution of our target industry, we have collaborated with you to achieve the right platform and messaging is now in place to drive awareness and interest."

 

Andros Payne, Founder and Managing Partner of Humatica

 

We’ve had an overwhelmingly positive response from Humatica on the success of the project.