On this week’s episode of M&A Masters, we’re joined by special guest, Peter Lyall, Group Director of Strategy at Fifth Ring, a marketing communications, or marcomm, company with locations in the Americas, Europe, and Asia. They promote the ultra-simple message of helping B2B companies sell more stuff and build better brands. Peter’s goal during this episode is to shed some light on the role of marcomms during M&A transactions and to explain why this is often a blind spot during the acquisition process.
“There are quite a few skeptics about the role of marcomms within an M&A transaction, even to the point of saying that the brand isn't important,” says Peter. “So, I did a little experiment: In a room of 50-60 people, I asked everybody to put up their hands if they had chosen their wristwatch because of the brand. They all had. Then I asked them if they’d chosen their car because of the brand. They all had. These people were very brand savvy, but couldn't quite transition this thought, this appeal, this attraction of a brand, from the consumer environment to the B2B environment, which is where they're living on a day to day basis.”
We chat in detail about:
Sunny Vanderbeck | How to Drive Long-Term Success in Mergers and Acquisitions
Brett Story | Unveiling the Secrets to Successful Business Exits
Trever Acers | Planning an Exit Strategy
Sharon Heaton | sbLiftOff: Elevating Businesses to New Heights in the M&A World
Tom Brinegar | The Strategic Buyer Fit: Tom Brinegar's Acquisition Insight
Jason Somerville | Insider Strategies for Consumer Brand Success
David Kimbrell | M&A Mastery in Architecture and Engineering Unveiled
Tom Zucker | Inside EdgePoint Capital
Addison Adams | Insights from an M&A Attorney
Bakari Akil | The Role of an Independent Sponsor
David Tobin | Helping Owners Maximize and Monetize Their Life’s Work
Bill Snow | M&A for Dummies
Lynne Rosenberg | Why Businesses Need These Insurance Products
Patrick McMillan | How Quality of Earnings Reports Affect Transactions
Malcolm Peace | Growing for the Long-Term
Jeff May | Why an Exit Strategy is Crucial
Nate Lind | Achieving a Maximum Exit
Joseph Durnford | The Key to M&A Success
Bob Goldsmith | Making Ambitions Reality
Jonathan Saltzman | M&A in the Auto Industry
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlstrom
B2B Agility™ with Greg Kihlström
eCommerce Fastlane: Shopify Experts Share Strategies for Acquisition, Conversion, Retention | Grow Your Shopify Store with DTC Marketing Tips