with Vincent Touati-Tomas, Marketing Advisor
EUVC Academy · 50m · Fund Strategy, Fundraising
VC fund marketing has evolved from a support function into a core driver of differentiation. In a market where capital is commoditised and competition is high, institutionalisation, positioning and brand building now determine access to both founders and LPs.
This session focuses on how to structure marketing as a strategic function within a fund. It covers positioning, narrative development and building scalable systems that drive consistent top-of-funnel sourcing, alongside stakeholder engagement across LPs, media and the broader ecosystem.
Key Learning Points
Marketing as a top-of-funnel sourcing function
Marketing operates at the sourcing layer of the fund, distinct from investment processes
Its role is to generate top-of-funnel pipeline aligned with the fund’s thesis
This requires understanding the fund’s product and differentiation
Strategy and narrative before distribution
Many funds start with PR agencies and events as initial marketing activities
The recommendation is to start with strategy and processes first
PR effectiveness depends on having proper marketing materials in place
Narrative as a structured knowledge base
Narrative is a foundational element guiding communication
It acts as a reusable knowledge base across outputs
Internal documents such as investment memos can be used as source material
Content and LP communication as strategic outputs
Content should not rely on fundraising and deal announcements, as this leads to repetitive output
Content is part of a broader strategic and narrative layer, not just distribution
LP communication requires more than standard reporting, incorporating higher-quality outputs and structured moments such as AGMs
Media relationships as ongoing engagement
Media access is increasingly constrained as editorial teams shrink
Consistent sharing keeps you top of mind with journalists over time
Media engagement focuses on informing rather than pitching, avoiding forced corporate messaging
