IROs, ever thought you were a Product Marketer?
“Whether you’re public or about to go public, the role of the IRO is a product marketing role, and your product is the equity product.”
– Catherine Buan, Head of IR, Asana
In today’s investing environment, the role of an Investor Relations Officer (IRO) has evolved to encompass market positioning, much like a product marketer. And the product? Your company’s equity.
We recently tuned into an episode of the Winning IR Podcast featuring Catherine Buan, a seasoned IRO. Her insight that IROs are essentially product marketers truly resonated with us.
Proper positioning is crucial to attract the right investors, whether your company is public or preparing for an IPO. Recognize that your competition includes all public companies, and everyone is vying for the attention of their customers, i.e., investors.
As a marketer, IROs need to be savvy about investor needs and position their company accordingly. You need to clearly communicate the investor value proposition – just like a product marketer conveys their USP. Depending on your investors’ preferences (e.g., value vs. growth, small, mid, or large cap, short vs. long-term, geography), you’ll need to articulate where your equity belongs in the market and make it attractive to your suitors
The entire episode is full of many more valuable nuggets. Check it out
A big thank you to Catherine for sharing her expertise, and to Mark and the team at the Winning IR Podcast for this fantastic episode.
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