Why is Targeting Important?
As a public company, investor targeting is a significant exercise in establishing proactive investor engagement, and tapping into new pools of capital. Well-performed targeting can ensure that you are attracting the right kind of investors, maximizing shareholder value, and aligning company messaging about your equity story.
Effective investor targeting can draw investment. This task often falls in the lap of the IR team. Investor targeting is a process of profiling investors that could be a good fit for your company (and for the investors in question). By knowing the profile of your targets, you can address them directly and thoughtfully. Use available data to assess your IR communications strategy, your differentiation amongst peers, and understand what USP you bring to the table.
The ultimate goal of your IR activities should be to engage the right investors for your company. Take your investor targeting into your own hands to find out which of your existing shareholders you should keep an eye on and where you can find suitable new investors. Investor targeting tools help you access investor data and implement your strategy.