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Analyzing 1M Impressions & 40 Newsletters | What Gets PE Decision-Makers to Open & Click?
This week we’re breaking down what get’s decision makers in private equity and high-finance to open email.
Good morning, ! We’ve invited you to this publication as a marketer in and around the private markets space.
This week we’ve analyzed 1M impressions and 40 newsletters to share insights on our private equity segment of 30,000 subscribers!
We also cover bold pivots in B2B advertising, creator-led campaigns that are redefining ROI benchmarks, how social and AI are climbing the budget ranks.
Marketers are making every impression count in an era of cautious spend. From Dell’s Reddit play to a 150-ad campaign that nailed pacing and performance, we’re covering the creative strategies and platform bets driving real results in 2025.
Know another marketer who’d love this? Pass it along—they’ll thank you later! Here’s the link.
Audience Analysis From 150 Audience Segments
What Gets PE Decision-Makers to Open?
After analyzing over 1 million impressions across 40+ sent newsletters, one insight stands out:
Private equity audiences engage most with investment content that is specific, capital-backed, and tied to large, real-world markets.
The most successful headlines consistently share three traits:
A clear capital deployment angle — who’s investing, how much, and why now
Exposure to tangible assets or infrastructure — real estate, data centers, furniture, energy
Pairing of sector or macro trends with actionable M&A or investment opportunities
High-Performing Examples
“M&A Sector Trends, $700B NAV Boom, Blackstone’s $4B Deal” — 84.16% open rate
“Private Credit Boom, Space Race Investments, $8B Bet on Subs” — 82.24% open rate
“PE Bets on AI Infrastructure and Data Centers” — 75.68% open rate
“PE Eyes $1T Furniture Market: Steady Growth, Cash Flow, Add-Ons” — 74.03% open rate
“T-Mobile’s $600M Bet, PE Real Estate Reset, and the Co-Investing Surge” — 72.39% open rate
What they all have in common: specificity, scale, and urgency.
What Themes Work Best
1. Private Equity & M&A Trends
7 of the top 10 performing posts fall into this category.
These work best when they highlight named deals, large capital flows, and strategic rationale.
→ “$700B NAV Boom” is a prime example.
2. Sector-Specific Deep Dives
Perform well when tied to macro shifts or cyclical pressure.
→ “Construction: Navigating the 2024 Slowdown” reached a 57.79% open rate.
3. Technology & Innovation in PE
Work best when innovation is operational and asset-backed — not theoretical.
→ “AI Infrastructure and Data Centers” outperformed with 75.68%.
4. Capital & Investment Flows
Content focused on credit, liquidity, or fund movements performs solidly.
→ “Family Offices Surge to $5.5T…” hit 64.96%.
5. Market Outlooks & Thematic Issues
More variable, but can resonate when paired with growth drivers or contrarian views.
→ “Where Energy Capital Stops, PE Starts” drove 45.85%.
The Takeaway
To break through, speak the language of dealmakers:
How much capital is in motion, who’s deploying it, and what kind of asset or market it’s targeting.
From there, theme matters—but only if it’s investable, urgent, and specific.
AD INTEL
Ad Intel: B2B Marketers Shift Investments to Social, AI, Video, and Podcasts in 2025
A recent Harris Poll survey commissioned by Madison Logic reveals that nearly 70% of B2B marketing leaders are seeking new ways to drive revenue and measure campaign impact in 2025. The top investment priorities include social media advertising (60%), AI tools (60%), video advertising (53%), and podcast advertising (50%).
Driven by younger decision-makers—67% of global buyers spending $1M+ are Millennials or Gen Z—B2B marketers are adopting a more B2C-style approach, focusing on consumer platforms like TikTok and Instagram. AI adoption is accelerating, with only 39% concerned about delayed ROI, reflecting growing confidence in generative AI for campaign optimization.
To succeed, brands must prioritize clear messaging, customer stories, and influencer strategies while avoiding vague or irrelevant ads. (More)
BUDGET SHIFTS
Conservative Marketing Budgets Persist in 2025
As market volatility continues into 2025, many businesses are opting for conservative marketing budgets to maintain financial stability. While overall spend remains largely consistent with the previous year, the real story lies in how budgets are being strategically reallocated. According to recent industry data, 42% of companies plan to increase their marketing budgets, 33% expect a decrease, and 25% will keep them the same—highlighting a diverse range of financial strategies in response to ongoing uncertainty.
This prudent budgeting approach underscores a broader trend: companies are shifting funds toward high-impact channels and initiatives that promise measurable returns. Digital channels—especially retail media and performance marketing—are capturing a growing share of budgets, as brands seek efficiency and agility in their campaigns.
THE FUNNEL REPORT
Dell Technologies’ “I.T. Squad” campaign
Dell Technologies faced a significant challenge in building trust with young business decision-makers, nearly half of whom expressed skepticism toward IT providers. To bridge this trust gap and drive meaningful engagement, Dell innovatively leveraged Reddit, a platform frequented by their target audience. The company partnered with Reddit to produce “The I.T. Squad,” an original comedy series featuring relatable IT experts addressing real-world challenges discussed in Reddit forums.
This authentic and humorous approach generated 72 million impressions and a 1,000% increase in followers, while boosting brand credibility by 200 times. Interactive elements such as Reddit Talks and AMA sessions further deepened engagement, resulting in a 35% increase in video through rates compared to standard social media campaigns.
By aligning content with the interests and behaviors of their audience and fostering genuine conversations, Dell successfully navigated multiple stages of the B2B marketing funnel—from awareness and nurturing to strong consideration—demonstrating the power of authentic, platform-specific content in driving trust and advancing leads toward conversion. (More)
BUYER’S ROOM
Social Spend Surge — and the Cuts Behind It
Media buyers are walking a tightrope between growth and efficiency. In Q1 2025, several brands — including major players like Asda and Diageo — reported modest increases in ad spend, a trend that continued into Q2. But not all sectors are keeping pace. Some buyers are pausing or cutting budgets due to soft sales, tariff-related pressure, and shifting corporate priorities.
The result is a survival-mode mindset: make every dollar work harder, and focus on what converts quickly. Across the board, social channels are winning out — with Meta and TikTok seeing ~18% year-over-year growth in media allocations. At the same time, underperforming sectors and channels are being deprioritized, especially those with longer lead times or unclear ROI.
To manage these shifts, buyers are leaning into real-time analytics platforms to constantly track performance and reallocate spend with speed. The common thread? In today’s environment, agility is a competitive advantage, and immediate ROI is non-negotiable. (More)
CREATIVE THAT CONVERTS
The Impact of B2B Creator Marketing on LinkedIn
B2B creator marketing on LinkedIn is driving remarkable results in 2025. Campaigns featuring creator content achieve 252% higher click-through rates (CTR) and 62% lower cost per click (CPC) compared to traditional ads. Additionally, BrandLink video ads with creator involvement see a 130% higher video completion rate and double the conversion rate versus standard video ads.
Thought Leader Ads, which spotlight authentic expert voices, generate 4x more engagement and significantly enhance brand recall. These metrics underscore the power of genuine storytelling and trusted voices in B2B advertising.
To harness this impact, marketers should collaborate with relevant creators, develop compelling narratives, and integrate these assets into Sponsored Content and video formats. As B2B buyers increasingly value authenticity and expertise, creator-driven campaigns on LinkedIn offer a proven strategy to boost engagement and deliver measurable ROI. (More)
CASE STUDY
Campaign Case Study: Strong Performance Across Key Publications
A recent 6-week campaign featuring 150 ads delivered impressive results, reinforcing the impact of well-placed media across trusted publications. The campaign generated 674,000 impressions and 588 clicks, with a CPM of $6 and a CPC of $6.8 — strong performance benchmarks that reflect both reach and efficiency.
The campaign strategy prioritized visibility without oversaturation, resulting in consistent engagement and healthy click-through rates. By spacing out placements thoughtfully, the ads maintained audience interest and avoided fatigue.
This case underscores the value of smart pacing and quality placements in driving meaningful engagement. It serves as a clear example of how targeted campaigns can amplify brand presence and deliver measurable results across a wide audience.
"The only place where success comes before work is in the dictionary."
Vidal Sassoon