Golub Capital | Vested
Golub Capital

Thought Leadership and Reputation Management


Golub Capital, a credit asset manager with $30 billion of capital under management, had strong relationships with private equity deal sponsors, but struggled to stay top of mind between deals. The firm tasked Vested with leveraging two pieces of quarterly thought leadership content (an earnings-focused report and a SaaS-focused report) to raise awareness of the firm among existing sponsors as well as in the industry more broadly.


Vested created strategic media plans around both quarterly content pieces, focused on building selective, targeted media relationships with top-tier reporters and editors. Vested also consulted on the content within the two reports, gave recommendations around email marketing and paid amplification, and then executed on the media strategy.


Golub Capital’s two thought leadership reports receive regular quarterly coverage in platinum-tier broadcast and print outlets, including CNBC Power Lunch, Bloomberg Radio and The Wall Street Journal, as well as target trade publications including PE Hub and Venture Capital Journal. The firm leverages this coverage in relationship-building activities, including email marketing, social media and personal notes from relationship managers to sponsors. Golub Capital maintains its mindshare between deal cycles, strengthening existing relationships with sponsors and raising awareness among prospects.