Establishing Eastward Partners as best in class
Eastward Partners is an Executive Search firm based in New York, Miami, and London. They deliver talent acquisition solutions that lead to immediate and sustainable results within PE, PE-backed, and privately held organizations.
The Brief
After impressive growth since their launch, Eastward Partners engaged Birkby Bridge to cement their position as the go-to Executive Search firm within their niche whilst helping them take to market an in-house proprietary tech-stack to provide bespoke human capital data to clients. An industry first.
The Idea
A huge challenge in hiring executive professionals is the lack of available talent on the market, and when found, they can be hard to attract to a business. There is also little transparency on compensation and benefits, particularly across specific industries and regions. Eastward’s insights reports relieve this pain point by sharing the hard data behind compensation, stand out moves, and industry hiring trends.
The crucial piece of the puzzle is presenting Eastward's innovative insight reports to the right audience to grow their brand and win business.
The Solutions
Data-Driven Campaigns Across PR
When launching data-driven campaigns, we’re always looking for as many angles as possible. We broke the reports down into a number of key sections, each highlighting the standout stories we wanted to tell. We leveraged Eastward’s knowledge of the private equity hiring market too, interviewing the Partners and Research Team which gave us a steer on where to find some more angles:
- Funds turn to portfolio understaffing issues as deal activity slows
- Compensation amongst PE talent surges to new high report finds
- Top PE Executive talent caught short by extended hold periods
- Miami taps New York City for Private Equity talent
We used a press release, the reports themselves and honed our pitch, targeting PE journalists, sharing the stories behind the Private Equity Human Capital Market’s metrics.
By taking a great idea, backing it up with data and using an engaging asset, we told a story that journalists at multiple publications wanted to cover.
The Outcome: Eastward Partners received extensive coverage in 30+ relevant media outlets including:
- Reuters
- The Wall Street Journal
- Business Insider
- Yahoo Finance!
- The Drawdown
- Private Equity International
- Private Equity Hub
- Private Funds CFO
Data-Driven Campaigns Across Events & Conferences
Birkby Bridge and Eastward Partners saw an opportunity to increase investment into the events strategy to engage new clients and grow existing accounts. The events had to be fully researched to identify target audiences and tactics were deployed to position Eastward Partners away from other attendees and sponsors. Eastward needed to add value to conversations at the events and showcase their research capabilities.
Birkby Bridge integrated its marketing workflows and events blueprint into the Research team and Partners at Eastward. This was a recipe for success, as it created tailored plans specific to the event that engaged attendees pre, during, and after the event.
Content was themed to add maximum value for the niche event which allowed us to contribute and start conversations that addressed challenges the industry was facing. We also wrapped this marketing plan around the value propositions of Eastward Partners, meaning lead conversion opportunities were consistent on touchpoints and we could effectively track ROI.
The Outcome:
Last year Eastward Partners were able to attribute $515,000 of revenue to specific leads won at events and conferences they invested in.
You have the sales strategy, and we have the marketing function.
So let's put them together.