Marketing Your Capital Raise Right

June 30, 2022

When looking to raise via a Reg A or Reg CF, optimizing your time and money marketing to potential investors is key to hitting your raise goal. Deploying properly programmed marketing integrations is a fundamental differentiator in optimizing these campaigns to drive the biggest bang for your buck. Return on ad spend (ROAS) is a crucial measurement to ensure your tactics are efficient and optimized.

With marketing integrations, issuers raising capital can gain insight into their potential investors' journeys the same way ecommerce stores track buyer experience. For equity crowdfunding, marketing integrations are critical in uncovering opportunities to drive in more investors and effectively manage the investor pipeline.

End-to-End Attribution

Attribution is a key tool - it’s how your analytics understand how you won an investor. Your attribution is the model that unlocks the insights into which channel or campaign is working or driving the most value.

End-to-end attribution tracking provides issuers with the data to develop an in-depth understanding of their full investor journey. Using DealMaker, an investor’s entire investment journey from initial interest to payment is tagged and tracked, allowing for unlimited integration with popular third party tools including Facebook Ads Manager, Google Ads, Hubspot, and more.

Sophisticated brands can leverage this data and optimize retargeting investors through various channels who have dropped or need a nudge to complete their investment. This is incredibly powerful and typically results in issuer’s dollars being more efficiently allocated to ad spend or email campaigns towards those who are most likely to invest.

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Capital Raises for the Digital Age

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Tracking and Targeting are key capabilities that will level-up ROAS

Through tracking, issuers gain insight into the sources of their investor traffic, their conversion rate, cost of acquisition, and average investment amount by acquired channel. Accessing and analyzing the tracking data unlocks untapped marketing potential for community rounds. With this data, you now know which channels to target more heavily and can create much more targeted lookalike audiences, which help to maximize CPC (Cost per Click) and CPL (Cost per Lead). Successful offerings use this data in real time to acquire investors for less spend and thereby extracting the maximum value from their marketing budgets.

Retargeting

Being able to access the data provided through marketing integrations and DealMaker also allows for better retargeting initiatives. You can see exactly what channels your lead came through, where they are in the funnel, and how much they pledged to invest before they ‘abandoned cart’. You can spend your money retargeting the right investors in your funnel rather than retargeting every single visitor to your page.

Sophisticated, yet still simple

DealMaker allows for a simple and robust marketing integration set-up. After setting up your accounts on Google Analytics and retrieving your unique Analytics ID, your DealMaker account manager can integrate your IDs using our existing tracking technology. Now all your marketing data will be tracked and integrated with DealMaker’s analytics for superior investor data - making it easier for you to make better marketing decisions.

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Monogram Case Study - DealMaker (Embed)

When VCs said no, Monogram turned to retail investors. That decision powered their rise from startup to publicly traded company—and even helped them raise an additional $13M privately after their Nasdaq debut.

The Challenge: Raising Capital on Their Terms

The Challenge: Raising on Their Terms

Monogram Technologies was founded with a bold vision: to revolutionize orthopedic surgery with a robotic joint replacement system using custom 3D-printed joints. The market for this technology is massive—approximately $19.6 billion, with over 1 million knee replacements per year. But it's a capital-intensive, regulation-heavy space—and traditional VCs weren't biting.

Instead of compromising, co-founders Dr. Doug Unis and Ben Sexson went all-in on a different path: retail capital. Why?

Control and ownership: Not only were they able to raise the capital they needed to grow the business—they did it on their own terms.
Long-term asset: They wanted to build an army of true believers who wanted to see the company succeed and would continue to reinvest over the years.
A value-add network: Raising from retail allowed Monogram to amass a waiting list of thousands of patients eager to participate in future trials.
Aligned incentives: Their mission to improve patient outcomes and build a better future for those struggling with joint pain resonated with retail investors.

The Power of Retail: Monogram's Capital Journey

Start Date	End Date	Type	Platform	Amount Raised	# Investors
3/13/19	3/31/20	A+	SeedInvest	$14,588,668	6,000
11/16/20	1/16/21	A+	StartEngine	$2,965,501	8,000
1/17/21	2/18/22	A+	StartEngine	$23,647,853	14,082
7/15/22	3/16/23	CF	DealMaker	$4,673,000	2,249
3/1/23	4/8/23	A+	Republic	$232,275	120
3/1/23	5/23/23	A+	DealMaker	$15,958,364	5,198
5/18/23	-	Nasdaq listing
7/24	10/24	Unit Offering	DealMaker	$12,990,103	2,745

Monogram Capital Raise Timeline

Monogram's first direct-to-investor raise was a $14.6M round in 2019. Since then, Monogram has raised retail capital six additional times, using Reg A+ as a springboard to a Nasdaq listing in 2023.

Each raise brought in new believers—and more importantly, kept bringing them back. That's the long-term power of retail capital. It's not just one campaign—it's a compounding asset that grows with the business.

$80M+

Raised across seven campaigns

~40,000

Investors championing Monogram's vision

20%

Of each raise came from previous investors

Marketing Excellence

DealMaker Reach provided strategic investor acquisition services, helping Monogram connect with the right audience through high-impact channels.

Premium Publications

Targeted campaigns in premium publications like Morning Brew captured qualified investors

High-Engagement Webinars

Engaging events that generated over $4.3 million in investments

Community Building

Strategic approaches that fostered a loyal shareholder base

Investment Momentum

Innovative approaches that amplified investment momentum

Monogram's Journey to Success

Monogram's journey has been defined by relentless innovation, strategic fundraising, and breakthrough advancements in robotic-assisted joint replacement. From early-stage research to a Nasdaq listing and beyond, Monogram's milestones reflect its evolution into a pioneering force in orthopedic surgery:

Filed its first patent application in 2017
Conducted clinical studies at UCLA and University of Nebraska
Expanded the team with key hires
Attracted a top-tier advisory board to guide clinical innovations
Signed their first distribution partnerships
Made headlines with cutting-edge live demonstrations
Secured 501(k) FDA clearance for the mBôs surgical system

Nasdaq Debut & Beyond

In May 2023, Monogram Orthopaedics successfully listed on the Nasdaq—a significant milestone offering liquidity and growth opportunities for the company.

For most companies, that would be the end of their story in the private markets. But for Monogram, it was just the beginning of a new chapter.

Public perception says you can't raise privately post-IPO. Monogram proved that wrong.

Defying conventional fundraising norms, Monogram raised an additional $13 million from private investors, powered by DealMaker. This move highlighted the power of a dedicated investor community and provided additional strategic growth capital. Meanwhile, strategic digital marketing for the private offering helped boost the public share price—a win-win for the company and its investors, both public and private.

This was retail capital at its best: strategic, repeatable, and aligned.

One vision. Zero compromises.

This wasn't a one-time raise. It was a multi-year capital strategy.

Retail capital helped Monogram:

Go from concept to commercialization without relying on VCs
Retain ownership and control in a high-burn industry
Build a base of loyal shareholders who invested not once, but over and over again
Uplist to the Nasdaq, and still keep raising post-IPO

This is what makes retail capital different. It doesn't expire—it compounds. And DealMaker is built to maximize that long-term value.

Ready to Raise Capital on Your Terms?

Whether you're pre-revenue or post-IPO, DealMaker gives you the infrastructure, support, and strategy to raise from the people who believe in you most.

Explore Raising Capital with DealMaker