For the many companies offering novel datasets, breaking through to the right customers can be daunting. This is where admac (AltData Marketing & Consulting.. It’s a mouthful so let’s go with admac…) comes in. admac is a new kind of marketing partner built specifically for alternative data vendors. In this post, I explain what admac is, who it’s for, and why it exists, and how it helps data providers like you stand out.

What Is admac?

admac is a boutique marketing consultancy focused exclusively on the alternative data sector. It was founded by me, Aidan McDonnell, ex head of product at Eagle Alpha, and with over 8 years experience in the alternative data space. I work with data vendors from startup providers of niche datasets to established companies expanding into alt data and we help them connect with the right buyers. As mentioned, admac combines deep knowledge of the alt data space with sharp marketing expertise. admac’s mission is to bridge the gap between great data products and the clients who need them, by providing tailored marketing strategy, content, and go-to-market support that help alternative data firms clearly articulate their value and gain visibility.

Who admac Serves (and Why)

If you’re an alternative data vendor, you’ve likely noticed that traditional B2B marketing doesn’t always translate for this niche. Your target customers, hedge funds, asset managers, private equity firms, or corporate strategists, are busy professionals who demand clear value and credibility from any data product. Many alt data companies struggle to get on the radar of these buyers. That’s where admac steps in. I serve alternative data providers of all sizes who want to:

• Differentiate their offering: With well over 2,000 data vendors already identified in the market​, it’s vital to communicate what makes your dataset unique.

• Reach the right audience: I pinpoint the decision-makers and analysts who will benefit most from your data, whether it’s quants seeking a trading edge or corporates hunting for market insight.

• Translate data into ROI: I will turn technical features into compelling use cases. In other words, help you explain how your data solves real problems or adds alpha in terms that resonate with buyers.

• Build trust and credibility: For an investment firm to bet on a new data source, they need confidence in the provider. admac guides you in showcasing your expertise, compliance measures, and success stories so prospects feel at ease taking a meeting or starting a trial.

Why admac Exists

The alternative data boom has created incredible opportunities, but also big challenges. Many data vendors are founded by experts in data science, 1-on-1 sales, or technology who don’t have the time or background in marketing. We started admac to fix that problem. After all, even the most innovative data product can fail to gain traction if its story isn’t told well.

By focusing solely on this industry, admac addresses a few critical pain points that alternative data vendors face:

• Complex value propositions: We know how to break down technical offerings into clear value messages tailored for financial and corporate audiences.

• Niche visibility: Alt data marketing requires targeting a narrow set of keywords, platforms, and events where your buyers are present. Admac helps you get discovered where it matters most.

• Long sales cycles: I understand the lengthy due diligence and onboarding process for data buyers. Our strategies include nurturing prospects with educational content and thought leadership, so that when a potential client is ready to buy, your company is top of mind.

What Makes Us Different

What makes admac different from a generic marketing agency? In short: focus and experience in the alt data space. I have lived and breathed alternative data for 8+ years. This means you don’t have to explain concepts like web-scraped data or geolocation foot traffic, I already get it. You’ll get marketing plans and content ideas grounded in real buyer behavior, not one-size-fits-all tactics. And because alt data firms often need flexibility, think of admac as an on-demand extension of your team, whether you need a full go-to-market plan or just a revamped pitch deck, or some other quick wins, beause it can get overwhelming when you dive into all the marketing channels!

The bottom line: alternative data providers finally have a dedicated ally to help crack the marketing puzzle. With the industry growing quickly, there’s no time to lose in getting your offering in front of the right people. We’re here to help you do just that. Book a free discovery call with admac to discuss how we can elevate your marketing and accelerate your growth in the alternative data space. Let’s turn your data expertise into business success.