How to Master M&A Marketing
This blog post is written by Kathy Floam-Greenspan and appears on the Forbes Agency Council. You can read the full post here.
The merger and acquisition (M&A) process can be an exciting opportunity to grow a business and expand opportunities. They are also incredibly popular: M&A activity soared in 2021, reaching near-historic highs and surpassing $3.6 trillion in total value exchanged.
Despite inflationary headwinds, rising interest rates and fresh economic uncertainty, this year more than half of business leaders say they are looking to M&A deals to diversify their commercial portfolios, while 60% are considering M&A opportunities to expand access to new products, services and technologies.
While M&As are a common way for companies to expand their reach, capabilities and market share, the process can be challenging, fraught with conflicts and decisions that must be considered to make the process a success.
Marketing is a significant part of that equation, supporting organizations and facilitating communications throughout the process. For leaders looking to maximize the impact of a merger or acquisition, here are five crucial best practices to consolidate brands, unite employees and safeguard customer trust…