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BackBay to Speak at PEI’s Investor Relations, Marketing & Communications Forum 2019

June 17, 2019

Guiding panel discussions at the conference, BackBay CEO Bill Haynes and Vice President & Head of Content Development Ken MacFadyen will highlight best practices for PE firms trying to convey differentiated narrative to investors, business owners and the market

New York – Bill Haynes, President and CEO at BackBay Communications, a leading financial-services public relations and integrated content marketing firm, and Ken MacFadyen, Vice President and Head of Content Development at BackBay, will be speaking at Private Equity International’s Investor Relations, Marketing & Communications Forum 2019. The event will take place in New York on June 19-20, 2019. Mr. MacFadyen will be moderating a panel on the first day titled, “Leveraging content marketing to differentiate your PE brand in a crowded market” and Mr. Haynes will be moderating a panel on the second day titled, “Press relations: Why communications is key to a company’s success.”

Firms in the private equity industry are realizing the growing need for content as they try to stand out across an increasingly competitive landscape. Mr. MacFadyen’s session will delve into topics, such as:

  • The growing adoption of content marketing across the broader industry, with benchmarking statistics
  • Tactics, such as social media, email campaigns, and others, to strategically distribute content.
  • Strategies for PE firms to do more with less, such as leveraging existing investor relations material to support external marketing efforts
  • And case studies, highlighting what works and doesn’t to reach an audience and influence behaviors

On the panel, speakers include Devin Banerjee, Senior Editor, Financial Services, LinkedIn; Kristy DelMuto, Vice President of Strategic Marketing, LLR Partners; Brian Walker, Director of Content Marketing, Scale Venture Partners; and Kristin Williamson, Head of Corporate Marketing & Communications, Hamilton Lane.

Mr. Hayne’s panel will discuss everything from the importance of developing a media strategy, to challenges and opportunities in developing a PE firm’s brand, to the right way to handle crisis communications. Speakers for his session include Gina Bauman, Senior Vice President of Marketing and Investor Relations, IVP; Andrew McGloin, Vice President, Marketing & Communications, Capital Dynamics; Charlotte Morse, Director of Investor Relations & Marketing, Bridge Investment Group; Alexander Samuelson, Global Head of Media Relations, Neuberger Berman; and John Thompson, Global Communications Director, Actis.

“I’m really looking forward to what promises to be a very constructive discussion with practitioners who have already proven out the effectiveness of content marketing,” noted Mr. MacFadyen. “While content is more ubiquitous across the larger asset management industry and even in venture capital, there is still time to gain a first-mover advantage in PE to create a content strategy that conveys a GP’s unique edge and positions the firm as a thought leader within its niche.”

“Since its inception, BackBay has offered in-depth media and marketing expertise to our private equity clients,” said Mr. Haynes. “We’re looking forward to sharing the best practices we’ve learned from working with our extensive roster of high-quality private equity clients.”

In its fourteenth year, the Forum brings together the most active IR, marketing and communications professionals in private equity to focus on best practices in LP relations, brand creation and development, and marketing strategies in the current market. For more information on the event, visit the website here.

About BackBay Communications
BackBay Communications is a public relations and integrated content marketing firm focused on the financial services sector including financial technology companies, private equity and venture capital, wealth management, family offices, and impact investing. BackBay takes a brand-centric approach to developing messaging and building integrated communications programs. BackBay’s services include public relations, thought leadership content creation, branding, digital marketing, marketing strategy, videos, podcasts, advertising, social media and design. BackBay is highly regarded for thought leadership initiatives and relationships with the major business media. For more information, please visit

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