How investment bankers can source and win new clients

Our data team at Private Equity Info previously offered new ideas for smoothing out the sporadic nature of investment banking cash flow – the swing between deal origination and deal execution.

Today, TruSight is sharing insights on sourcing and finding new clients, which typically becomes the top priority for bankers after a deal is done. With business owners receiving constant inbound interest, it can be difficult for your firm to stand out, at the right moment. 

TruSight has a team of sell-side experts, a Retained Search team that is constantly reaching out to business owners to source proprietary deals, and a data and research team at Private Equity Info that has worked with investment banking firms for more than 20 years. We solicited advice on how to connect with business owners, and curated the best answers below.

Leverage technology to stand out as an industry expert 

When pitching to a business owner, they’re bound to ask about your industry knowledge—who the key players are, how the market operates, and who's buying. If you can’t demonstrate expertise, it will be difficult to earn trust. 

We recommend finding ways to specialize in focused industries where you can extend your deeper knowledge and take advantage of tools to demonstrate your ability in navigating new industries.  

For example, AI tools like ChatGPT can quickly summarize industry reports and generate relevant talking points if you’re embarking in a new market. Bringing  targeted buyer list earlier into the pitch process can also strengthen your credibility. A tool like Private Equity Info allows you to quickly compile lists of private equity firms and strategic buyers that are active in the market, and the M&A database’s Auto-Search feature can save hours on list generation, ensuring you are well-prepared coming into the pitch meeting.

Attend industry conferences 

Many bankers rely on popular M&A networking events to develop relationships, where they primarily meet private equity investors. Of course those relationships are valuable, but these events don’t always put you in front of business owners or top executives at private companies—the people you want to reach to generate new business. 

Industry conferences are a great alternative, as they attract key decision-makers and typically have fewer bankers in attendance. Some platforms provide lists of industry conference attendees, allowing you to identify business owners in advance and schedule meetings accordingly. 

Direct mail is still relevant and more differentiated than ever 

In an era where email inboxes are overloaded, physical mail is reasserting itself as a viable approach. A high-quality mailer that includes industry insights or recent deal activity can establish credibility before a first conversation. 

A handwritten note or well-crafted print piece feels more personal than a mass email. You can also integrate direct mail with digital engagement by including QR codes or personalized URLs that lead recipients to industry reports or case studies, to track who is engaged with your marketing outreach.  

Instead of mass outreach, focus on high-value prospects where a personal touch will have the biggest impact. 

Partner closely with key firms and build a referral network 

Investment banks excel at finding buyers but are often less effective at sourcing sellers. To bridge this gap, partner with experts who already have relationships with business owners, like lawyers, accountants, and buy-side firms. 

Strong referral relationships can be one of the best ways to source new clients. Private Equity Info’s forthcoming M&A Lawyer database (launching in March 2025) makes it easy to identify firms that work in specific industries. Referrals from wealth managers, estate attorneys, and M&A consultants can also be valuable. 

These relationships should be mutually beneficial—offer value in return by sharing industry insights, making introductions, or collaborating on thought leadership. Over time, this positions you as a trusted partner in your network. 

Leverage content marketing and thought leadership 

A strong online presence helps establish credibility and makes business owners more receptive to outreach. Writing industry-specific LinkedIn posts, white papers, or newsletters can position you as an expert in your field. Follow the businesses and founders that you’d love to represent, and learn from their network, as well. 

Another way to increase visibility is by speaking at industry events, podcasts, and webinars. Being featured as a speaker can help build credibility with business owners who may not have otherwise heard of you. By consistently putting out valuable content, you increase the chances that when a business owner considers an M&A transaction, they’ll think of you first.