Lesmoir-Gordon, Boyle & Co. improves Investment Opportunities to Partners

“In direct marketing, 1 or 2% is a good hit rate for a targeted mailing.Even in regular emails to a firm’s contact base one might achieve only a 10% ‘click through’ rate. We regularly achieve the 25-50% range with ProFundCom. ProFundCom has revolutionised the way in which we market prospective deals and investment opportunities to our partners.”

Andrew Boyle, Director, Lesmoir-Gordon, Boyle & Co.

The Problem

Lesmoir-Gordon, Boyle & Co (LGBCO) is a successful capital-raising firm. But although their partners regularly request information on investment opportunities, those same partners are extremely busy -- a receptive, but not necessarily captive audience for marketing campaigns.

Meanwhile, like many companies LGBCO does not have infinite staffing resources, and it was sometimes a struggle to properly follow-up on each mailing.

Finally, the emails had attachments rather than links – meaning that large files, such as PowerPoint presentations, were clogging up inboxes of clients and prospective investors.

The ProFundCom Solution

Lesmoir-Gordon, Boyle & Co. began creating and sending emails using ProFundCom. The effect was immediate:

• Email attachments are replaced by quick links to documents held on ProFundCom’s server, greatly speeding delivery and increasing recipient satisfaction.
• ProFundCom’s Customer Relations Management (CRM) functionality has dramatically improved contact management.
• Mailing lists are centralised and grouped, allowing the firm to send several targeted emailings at the click of a button.
• Designing email templates using ProFundCom improves the look, feel, and consistency of marketing communications.
• Easily monitored response rates allow staff to see which recipients have clicked on which investment idea. This is a “huge help” with telephone follow-up.
• Staff follow-up those who have not clicked on any links – resulting in better tailored emails and the opportunity to investigate technological issues possibly effecting delivery to the recipients server.

But perhaps the biggest impact ProFundCom has had on Lesmoir-Gordon, Boyle & Co’s business is the ability to scale up, whilst maintaining high standards. If used effectively, ProFundCom can be integrated into the sales and marketing process, introducing scale whilst retaining consistency. Without this sort of structure, the company was potentially hostage to the whims of salespeople or reliant upon expensive above-the-line advertising, which can be hard to target.

Processes are:

• Sales approaches based on good market intelligence
• Continually developing profiles of all prospects and clients
• Time saved by focusing follow-up on the most profitable prospects
• Recognising cross-selling opportunities
• Fewer overall opportunities missed .There are administrative, I.T., and regulatory

“ProFundCom has revolutionised the way in which we market prospective deals and investment opportunities.”

Business Profile

Lesmoir-Gordon, Boyle & Co.  provides a range of capital markets services to UK-based smaller companies and private investors. Corporate clients include early-stage companies and those quoted on the AIM and Plus markets. Their investors include family offices and high net worth individuals.

Services Provided to Companies

• Capital raising
• Company development and strategic advice
• Raising company profiles among private investors

Services Provided to Investors

• Access to selected co-investment opportunities
• Company information and market intelligence
• Introductions to selected fund managers and other financial institutions

Industry

Capital Market Services

Location

London, UK

Website

www.lgbco.com