Why your Marketing Strategy is as important as your Tech in an acquisition

September 15, 2025

Why your Marketing Strategy is as important as your Tech in an acquisition

We work alongside high-growth B2B technology companies, delivering proven marketing solutions at every customer touchpoint, enabling organizations to stand out in the market and exceed their business growth expectations.

Investors are looking at way more than just your product

When you prepare your startup for acquisition, it’s easy to put all the attention on the product. Your tech might solve a real problem and deliver value to customers. But when investors or potential buyers evaluate your company, they also look at how you attract, convert, and retain customers. That means your marketing strategy for acquisition can matter as much as the product itself.

If you were an investor, what would give you confidence? A company with solid technology but an unpredictable pipeline? Or one with reliable revenue coming from well-defined marketing channels?

Marketing signals maturity

Investors want to see signs of scale. A clear marketing plan is one of those signals. A company that shows it understands its audience, delivers consistent messaging, and builds repeatable demand generation looks less risky.

Take the example of a SaaS business that only relied on referrals in its early days. When growth slowed, it had little to show in terms of pipeline predictability. That gap raised questions during due diligence. Compare that with a peer that had invested in content, search, and targeted campaigns. The second business demonstrated steady lead flow and stronger valuation, even with similar technology.

Marketing affects multiples

A predictable, measurable marketing engine can lift your valuation. Investors often calculate customer acquisition cost (CAC) and compare it with lifetime value (LTV). If your numbers show efficient acquisition, you reduce uncertainty and make the case for a higher multiple.

This doesn’t mean you need a large team or massive ad spend. Even a lean marketing function, if structured well, can show discipline. Over our careers and particularly at Valsoft and now at Remora, both Zafar and myself have seen and helped early-stage companies use targeted SEO and thought leadership content to drive qualified leads that impressed investors (it was something we both looked for when conducting due diligence in the past). These businesses weren’t spending heavily, but they were boxing clever. They had the systems and proof to show growth potential and thats what gave them the edge.

How to build investor-ready marketing

You don’t need to overhaul your entire go-to-market model to prepare for acquisition. Start with a few practical steps:

Audit your funnel. Can you show where leads come from, how they convert, and what revenue they generate?
Focus on repeatable channels. Investors care about consistency. A viral campaign looks good once but doesn’t show scale.
Track the right KPIs. CAC, LTV, churn, and pipeline velocity are more persuasive than vanity metrics like impressions.
Invest in brand. Buyers want to acquire companies that stand for something in the market. Strong positioning builds trust.
Get your story straight. Make sure your marketing narrative connects to your growth plan and market opportunity.

Each of these steps helps you reduce risk in the eyes of an investor.

The role of AI in scaling marketing

Modern marketing relies on tools that accelerate results. AI can support everything from content generation to customer insights. The challenge is knowing how to use it in a way that drives outcomes investors care about.

At Remora, we combine our experience as veteran marketers with AI to scale campaigns without losing strategic focus. That means you get the efficiency of automation with the judgement of people who know what moves the needle in acquisition scenarios.

Where to learn more

If you’re a CEO preparing your company for acquisition or funding, now is the time to look at your marketing. Ask yourself: does your current approach show investors a reliable growth engine, or just activity without clarity?

You can explore our services to see how we help startups align marketing with long-term value creation. For broader insights into scaling, the Harvard Business Review publishes regular research on investor perspectives and growth strategy.

Final thought

When you think about your company’s value, don’t stop at the product. Your marketing strategy for acquisition can demonstrate maturity, reduce risk, and strengthen your case for a higher valuation. Build the engine now so that when investors ask the hard questions, you already have the answers.