Investability ASX Small Caps Playbook: Run an Investor Roadshow That Delivers 

A good roadshow delivers a full dance card of back-to-back meetings. A great roadshow delivers on-market buying.  

Here’s how to run a roadshow that delivers. 

Step 1: Identify and Prioritise the Right Investors 

Don’t start booking meetings until you know who’s worth seeing. 

Use data to pull together a list of high-potential targets: 

• • Registry data: Existing holders who might increase their position 

• • Webinar lists: Attendees who asked questions or downloaded materials 

• • Broker intel: Who’s active in your peer group or sector? 

• • LinkedIn/email engagement: Who’s clicking, liking, or replying? 

Focus on: 

• • High-net-worth (s708) investors who know the sector 

• • Brokers with influence and aligned clients 

• • Institutions showing early interest but not yet on the register 

A packed schedule is great – but it’s not about simply getting bums on seats. You want quality, over quantity.  

Step 2: Create a Multi-Touchpoint Outreach Campaign 

Relying on one email invite won’t cut it. Use a layered approach. 

1. Phone Call: Follow up with a call. Be clear on why it’s worth their time.
2. SMS: Start with a short, personalised text. Flag the date, time and relevance.
3. Email Sequence: Send 2 (max 3 – don’t spam investors) well-spaced emails: 

• • • Email 1: High-level company pitch + roadshow details. Attach latest results or deck. 

• • • Email 3: Reminder with call-to-action (e.g. confirm attendance) 

Step 3: Lock Down Logistics 

Details matter. Poor logistics = poor impression. 

Venue: 

• • Investors boardroom: the usual scenario is for the company to visit the investors office  

• • Oftentimes, a professional but relaxed group lunch works: private dining rooms, boardrooms, co-working lounges 

Reminders: 

• • Reconfirm 48-72 hours before – have someone available to manage RSVPs and changes 

Step 4: Align Internally Before You Hit the Road 

• Ensure management is aligned on messaging, key talking points, and how to handle tough questions. 

• Run through common investor objections and rehearse answers (valuation, dilution, capex overruns, etc.). 

• Keep your messaging tight: 3 key points investors should remember after the meeting. 

Step 5: On the Day 

• Keep it tight: 30 minutes max – 20 for the presentation pitch, ensuring you leave 5-10 minutes for Q&A or an informal chat 

• Provide a physical/digital leave-behind for the investor post-meeting: 

• A one-pager PDF with key metrics and upcoming catalysts 

• Printed flyer/tear sheet for in-person meetings 

• Or even a QR code linking to a short investor video or microsite 

Step 6: Follow Up for Feedback and Track Results 

The work isn’t over once the roadshow ends. What you do next determines whether that investor interest turns into action. 

Request Feedback Fast (within 24 hours): 

1. Send personalised thank-you emails and request meeting feedback. 
2. Respond directly to questions or concerns raised during the meeting and provide the investor deck and any promised materials. 

Track Outcomes: 

1. Log all attendees in a Roadshow Feedback Report.  
2. Note who asked insightful questions, what feedback was given, and any follow-up requests. 

Analyse Responses: 

• • Who showed the most interest? 

• • Who asked for a second meeting? 

• • Who purchased shares post-event? 

Measure Success: 

• • Aim for 90% attendance rate from confirmed RSVPs. 

• • Look for on-market buying within 1–3 weeks. 

• • Use 20–30% open rates and 5–10% CTR on follow-up emails as engagement benchmarks. 

Refine for Next Time: 

• • What messaging resonated? 

• • What objections came up? 

• • What needs updating in the deck, strategy, or structure? 

Step 7: Stay in Touch – Nurture Leads and Build Relationships 

The roadshow is just the start. The real ROI comes from how you follow up, nurture, and convert interest over time. 

Best practice post-roadshow nurturing: 

• • Segment and Prioritise: Sort attendees into tiers and prioritise your follow-up accordingly. 

• • Hot leads: Asked smart questions, expressed interest, or bought post-meeting 

• • Warm leads: Attended and engaged but didn’t act 

• • Cold leads: No-show or minimal interest 

• • Use your CRM to track who you’ve contacted and when and set a monthly or quarterly reminder to reach out. 

• • Don’t wait until your next raise to re-engage: 

• • Pick up the phone and share personalised emails sharing progress on milestones mentioned during the roadshow – e.g. “We’re nearing a key catalyst and thought of you…” 

• • Provide the investor with access to the CEO/MD/Chairman – meeting offers e.g.”let me know if I can set up a meeting with the Chairman”  

• • For institutional investors or major shareholders, invite them to site visits, AGMs, or investor breakfasts to deepen engagement. 

This approach keeps your company top of mind—and builds trust over time. 

Step 8: Track, Measure, Refine 

Use your CRM to log every touchpoint. Measure: 

• • Open/click rates on follow-up emails 

• • Meeting requests or second touchpoints 

• • On-market buying behaviour 

Refine your approach based on what works—and build a repeatable post-roadshow framework. 

Roadshow Checklist 

Here’s our step-by-step guide that will show you how to identify a roadshow audience, structure a layered reach out strategy, organise roadshow logistics and execution, and replicate the approach at scale. 

Step 1: Audience Targeting 

[   ]  Reviewed registry data (existing holders with headroom to buy more) 

[   ]  Analysed webinar and event participation (engaged past attendees) 

[   ]  Gathered broker intel on sector-active funds and investors 

[   ]  Reviewed LinkedIn/email analytics for warm leads 

[   ]  Prioritised high-value targets (s708s, brokers, aligned institutions) 

Step 2: Outreach Campaign 

[   ]  Sent initial SMS to warm leads with key event details 

[   ]  Completed follow-up phone calls to priority investors 

[   ]  Delivered 2–3 stage email sequence: 

[   ]  Email 1: Invite with pitch and event details 

[   ]  Email 2: Supporting content (deck, updates) 

[   ]  Email 3: Final reminder and RSVP request 

[   ]  (Optional) Sent physical invites or branded packs to HNWs 

Step 3: Internal Alignment 

[   ]  Aligned exec team on key talking points and message priorities 

[   ]  Rehearsed Q&A, including common objections (valuation, dilution, etc.) 

[   ]  Defined 3 key messages investors should take away 

Step 4: Logistics & Event Day 

[   ]  Confirmed venue (investor boardroom, private dining, or co-working lounge) 

[   ]  Reconfirmed RSVPs 48–72 hours before the event 

[   ]  Assigned a team member to manage attendance and logistics 

[   ]  Captured content: photos, quotes, or short videos 

[   ]  Delivered tight pitch: 20 minutes + 5–10 minute Q&A 

[   ]  Provided a leave-behind (flyer, one-pager, QR code to video or site) 

Step 5: Follow-Up Within 24 Hours 

[   ]  Sent personalised thank-you emails and investor materials 

[   ]  Responded to all questions raised during meetings 

Step 6: Feedback & Results Tracking 

[   ]  Created a Roadshow Feedback Report (attendees, questions, follow-ups) 

[   ]  Tracked who requested further info or second meetings 

[   ]  Logged who made post-roadshow stock purchases 

Metrics to monitor: 

[   ]  90% attendance rate from confirmed RSVPs 

[   ]  Buying activity within 1–3 weeks post-meeting 

[   ]  20–30% open rates / 5–10% CTR on follow-up emails

Step 7: Lead Nurture & Relationship Building 

[   ]  Segmented attendees into hot, warm, and cold leads 

[   ]  Scheduled future check-ins via CRM (monthly/quarterly) 

[   ]  Sent personalised milestone updates (e.g. “We’re nearing a key catalyst…”) 

[   ]  Offered access to execs (CEO/Chair/MD meetings) 

[   ]  Invited top-tier investors to site visits, AGMs or exclusive briefings 

Step 8: Refine & Systemise 

[   ]  Measured engagement (email, meeting, and stock activity) 

[   ]  Updated CRM records and lead scores 

[   ]  Refined messaging and deck based on objections or feedback 

[   ]  Logged what worked (venue, timing, message, format) 

[   ]  Saved playbook templates for future use (copy decks, invites, SMS scripts, etc.) 

Final Word 

Investor roadshows have long been a pillar of capital markets strategy – but in today’s market, turning up with a deck and a few talking points just doesn’t cut it. Done well, they’re systemised and measured, and generate measurable investor demand, on market buying, and ongoing engagement well after the meeting ends. 

Need help planning your next roadshow? We’d love to help shape the strategy, polish the message, and fill the room. Get in touch with us to say hello!

We’re Sydney-based. Available globally.