How Investment Banking Works & What GrowthJockey Solves

When you hear "investment banking," your mind probably flashes to Wall Street power suits, ringing bells at IPOs, or high-stakes mergers splashed across Bloomberg.

But here’s the truth bomb: Investment banking isn’t just about billion-dollar headlines.
It’s the invisible engine room behind how capital flows, companies scale, and entire industries transform.

Whether you’re:

• a startup founder prepping for an IPO,

• a PE-backed operator eyeing your next acquisition,

• or just curious about how big money actually moves

You need to understand one thing:

Investment bankers don’t just work in finance - they orchestrate the future.

It’s about visibility, credibility, and digital muscle.

What Is Investment Banking?

Think of investment bankers as the architects of capitalism.

While your neighbourhood bank might help you open a savings account or finance a car, investment banks play a much bigger, high-stakes game, one that fuels IPOs, billion-dollar mergers, global expansions, and even government disinvestments.

At its core, investment banking is about connecting capital with ambition.
It’s the business of helping companies raise money, buy competitors, go public, or structure deals that could redefine entire industries.

In Plain English:

• They’re the dealmakers behind your favourite tech IPO.

• The advisors who help startups exit to unicorns.

• The strategists who guide conglomerates through billion-dollar mergers.

• And sometimes, even the financial engineers behind public infrastructure projects.

If money is the fuel of growth, investment banks are the ones laying the pipelines.

And in today’s digital-first era, these pipelines aren’t just built with spreadsheets and boardrooms, they’re amplified by smart performance marketing that ensures the right deals find the right advisors.

At GrowthJockey, we help investment banks become discoverable, trusted, and top-of-mind, long before the deal is on the table.

Key Functions of Investment Banks

The Big Picture: How Large Is the Investment Banking Industry?

Investment banking is not just a high-stakes boardroom affair, it’s a multi-trillion-dollar global engine that powers everything from startup IPOs to billion-dollar mergers. Understanding its sheer size is crucial if you're trying to unlock its digital potential through performance marketing.

Global Investment Banking Revenue (2023): ~$160 Billion

(Source: Statista, Refinitiv)

In 2023, the global investment banking industry generated an estimated $160 billion in revenue, despite economic headwinds like high interest rates and geopolitical uncertainty. This revenue comes from core services such as:

• Mergers & Acquisitions (M&A) advisory

• Equity Capital Markets (ECM): IPOs, follow-on offerings

• Debt Capital Markets (DCM): Bond issuances, credit instruments

• Restructuring & Special Situations

While there was a temporary dip in IPO activity in some markets, M&A and debt advisory remained resilient, especially in sectors like tech, energy, and infrastructure.

Global M&A Deal Volume (2023): $3.2 Trillion

(Source: PwC Global M&A Industry Trends 2024)

Despite macroeconomic volatility, global M&A activity reached $3.2 trillion in 2023. Key contributing factors:

• Private Equity Dry Powder: Global PE firms were sitting on over $2.5 trillion in unallocated capital.

• Cross-border deals: Particularly strong in energy, AI, and healthcare.

• Corporate spin-offs: Conglomerates are carving out verticals for better valuations and unlocking shareholder value.

This volume represents over 65,000 M&A transactions globally, showing that deal flow remains strong, but increasingly competitive and fragmented.

Top Investment Banks by Revenue (2023)

These giants account for more than 30% of global investment banking revenue, but their dominance doesn’t mean smaller players can’t thrive, it means the long tail of boutique and regional banks needs smarter positioning and visibility.

India’s Investment Banking Outlook: High-Growth Market

India is one of the fastest-growing investment banking markets in the world.

CAGR: 14.6% growth rate forecast (2023–2030)
Source: Research & Markets, 2023

Key drivers fueling this growth include:

1. Startup Fundraising & Tech Boom

• Over $10.8 billion in VC/PE funding was raised in India in 2023 alone.
  (Source: IVCA-Bain India VC Report, 2024)

• Growing demand for Series A to Pre-IPO advisory services

2. Digital IPO Momentum

• Indian stock markets saw 37 IPOs in 2023, raising nearly ₹52,000 crore
  (Source: EY India IPO Report, 2023)

• Sectors: fintech, SaaS, healthtech, and new-age consumer brands

3. Infrastructure & ESG Financing

• India’s infra push (railways, roads, green energy) demands sophisticated project financing

• Surge in green bonds and sustainability-linked deals

4. Cross-Border Inflows

• Global appetite for Indian assets is increasing

• Foreign banks and funds are partnering with local advisory boutiques for deal execution

So, What Does This Mean for You?

Whether you're a boutique M&A shop in Mumbai or a mid-market debt advisor in Delhi, you're in the right place at the right time. But the landscape is noisy. Hundreds of firms are chasing the same founders, funds, and opportunities.

That’s exactly where performance marketing becomes your MOAT.

You don’t need to out-spend JPMorgan, you need to out-target, out-position, and out-convert them in the digital world.

The 3 Big Levers of Investment Banking

Let’s decode each one:

1. Fundraising – From Idea to IPO

Investment bankers specialize in structuring and executing capital raises, whether you're a growth-stage SaaS startup or a traditional manufacturing firm looking to scale.

Types of capital they help raise:

• Equity – Seed to IPO

• Debt – Term loans, mezzanine, bonds

• Hybrid instruments – SAFE, convertible notes

In 2022, global equity issuance reached $621 billion, with Asia contributing over $200 billion of that.
(Source: Refinitiv Global Investment Banking Review, 2022)

Here’s where it gets tactical, positioning the raise with the right metrics and story. That’s often where performance marketing and demand-gen strategy come into play (more on that soon).

2. M&A – Playing the Long Game

M&A is about timing and alignment. You don’t just buy or sell, you negotiate vision, control, and valuation.

Bankers support with:

• Target identification

• Deal modelling

• Valuation negotiation

• Due diligence

• Post-merger integration

India clocked $151 billion in M&A deal value in 2023, despite global slowdown.
(Source: Bain & Company India M&A Report, 2024)

But here’s a twist: Deals aren’t just found in boardrooms, they’re also sourced via intelligent lead funnels and industry visibility, which is where growth strategy can supercharge traditional banking.

3. Advisory – The Hidden Superpower

Great bankers aren’t just dealmakers, they’re advisors who help businesses:

• Reframe their cap table

• Reposition their narrative

• Time their exit

• Avoid premature dilution

• Navigate crises like down rounds or regulatory red tape

It’s chess, not checkers.

"A great investment banker doesn’t just bring capital—they bring clarity."

Who Investment Bankers Work With?

At their core, investment bankers are high-stakes matchmakers, aligning capital with opportunities, deals with timing, and strategy with execution. But their role isn’t limited to just number-crunching or pitch decks. They are trusted strategic advisors, deal architects, and financial storytellers.

Let’s break down the key client segments investment bankers serve and how performance marketing can supercharge visibility, credibility, and deal flow for each group:

1. Corporates – Expansion, M&A, Capital Raising

Corporates form the traditional backbone of an investment banker's clientele. These are established businesses mid-market to large that require help with:

• Mergers & Acquisitions (M&A) – Strategic buyouts, joint ventures, or sell-side mandates

• Debt & Equity Raising – Issuing bonds, private placements, or going public

• Spin-offs & Restructuring – Unlocking value or simplifying conglomerates

• International Expansion – Cross-border advisory for entering new markets

Example: A manufacturing firm in Pune wants to acquire a competitor in Vietnam. They need capital structuring, due diligence, and a deal partner.

The Role of Performance Marketing: That firm may not know your boutique bank exists. Smart use of LinkedIn ABM ads, Google SEM, and founder-focused content can make you their first call.

2. Startups – IPO, M&A, and Advisory for Growth Stages

The startup segment is hyper-competitive and extremely timing-sensitive. Investment banks help startups:

• Raise Pre-IPO Growth Capital – Series C/D/E funding rounds

• Navigate M&A Deals – Especially exits to global tech giants or consolidation plays

• Go Public – Managing DRHP filing, underwriter coordination, and market timing

• Restructure or Pivot – In the face of market pressures or regulatory shifts

Think: A healthtech startup in Bangalore raising $50M Series D wants a banker who understands regulatory nuances and has VC relationships.

Your Differentiator?

Show up in founder newsletters, VC Slack groups, or Twitter threads with thought-leadership content and case studies, all driven by performance marketing.

3. Private Equity & Venture Capitalists – Deal Origination & Exit Strategy

PE and VC firms rely on investment bankers to:

• Source High-Quality Deals – Especially in sectors where bankers have deep networks

• Support Exit Strategy – IPOs, secondaries, strategic sales

• Perform Fair Valuations & Diligence – To reduce deal risk

• Raise Fund-Level Capital or SPVs – For specific transactions

Example: A PE fund wants to exit its investment in a logistics company in India.
You’ve previously closed a similar deal and published a case study.

Performance Marketing Use Case: Target deal-makers via retargeting ads, sponsor sector-specific newsletters (e.g., logistics or infra), or host invite-only webinars on exit prep.

4. Governments & PSUs – Disinvestment, Infra Financing & Sovereign Advisory

Investment bankers play a critical role in helping governments:

• Privatize PSUs – Managing the sale of public sector units (e.g., LIC IPO)

• Raise Capital via Bonds – For state infrastructure or social welfare projects

• Structure Public-Private Partnerships (PPP) – For railways, roads, ports

• Offer Strategic Policy Advisory – Especially for economic reforms

In 2023, India’s National Infrastructure Pipeline (NIP) earmarked ₹111 lakh crore for 7,000+ projects.
(Source: India Budget Documents, 2023)

Banks that position themselves as infra finance specialists have the opportunity to win long-term mandates.

Performance Marketing Opportunity: Showcase impact reports, publish PPP guides, and sponsor infrastructure policy podcasts to reach bureaucrats and think tanks.

Where GrowthJockey Comes In: Making Your Services Discoverable

Most investment banks rely on referrals, closed-door networks, and reputation. But today’s decision-makers , be it startup founders, corporate CFOs, or PE associates — are digital-first.

They search. They compare. They shortlist. Online.

Here’s how GrowthJockey helps investment banks grow visibility and pipeline:

Why Founders & Banks Both Need Visibility

Let’s talk about marketing. Yes, marketing, even for investment banks.

Investment banking, like any other service, runs on trust and top-of-mind recall. And in a world where buyers (and founders) start their research online, performance marketing is no longer optional.

• Do investment banks run paid campaigns? Yes.

• Do they optimize for inbound deal flow? Yes.

• Can a targeted content strategy lead to better lead qualification? Absolutely.

“84% of B2B buyers start the buying process with a referral or online search.”
(Source: HubSpot B2B Buyer Trends Report, 2023)

So why should investment banks treat marketing as a secondary function?

They shouldn't. And that’s where Growth Jockey comes in.

Growth Jockey’s Edge: Performance Marketing for Investment Banks

While most marketing agencies focus on D2C or SaaS, Growth Jockey brings performance marketing to capital-driven sectors like investment banking, venture studios, and PE funds.

Here’s how we support:

We don’t just generate leads. We help you raise the right kind of capital conversations.

Final Word: The Hidden Growth Engine

Investment banking isn’t just about big balance sheets anymore. It’s about relevance, recall, and ROI.

If you're a banker, fund, or capital advisory firm that’s still relying only on offline networks, you’re missing out on deal velocity.

If you’re a founder navigating the capital maze, you need partners who blend capital strategy and digital strategy. That intersection is where Growth Jockey thrives.

Growth Jockey helps investment banks, funds, and founder-led businesses:

Build investor funnels
Run paid campaigns for deal origination
Position themselves as thought leaders in capital markets
Use marketing as a microservice—not an afterthought

Let’s make performance marketing your next capital multiplier.

Investment Banking FAQs

1. What exactly does investment banking do?

Investment banking helps companies and governments raise capital, advises on mergers & acquisitions (M&A), and facilitates complex financial transactions.

They connect investors with business opportunities and provide strategic financial guidance.

2. What is the IB salary?

In India, entry-level investment bankers earn around ₹10–20 LPA, with top firms paying up to ₹25–30 LPA.

In the U.S., analysts start at $100K–$150K/year, excluding bonuses which can double the take-home.

3. What are the top 4 investment banks?

The global top 4 investment banks by revenue and influence are:

• JPMorgan Chase

• Goldman Sachs

• Morgan Stanley

• Bank of America Merrill Lynch

4. Who earns more, CA or investment banker?

At the entry level, Chartered Accountants (CAs) and Investment Bankers may earn similarly (₹10–15 LPA). However, investment bankers outpace in mid-to-senior levels due to bonuses, deal commissions, and global exposure.