(10) RF/microwave Mergers and Acquisitions I Enjoyed Playing a Role In, and (5) Marketing Lessons to Share

Looking back on my career as an agency owner and fractional CMO for several B2B high tech companies, I feel very fortunate to have been entrusted by many founders and tech execs to lead their marketing campaigns. Designing and building websites, creating ad campaigns, creating engaging tradeshow experiences… it’s a pretty awesome job. I’ve even been lucky to play a critical role in shaping and managing integrated brand and demand generation campaigns for companies that merged or were acquired. And I often served in transitional roles with the acquiring organizations. Some were even sold again to another client of mine and I got them back again like an old penny! All these experiences taught me invaluable lessons about strategy, creativity, and branding in the high-stakes world of B2B technology—especially within the unique sector of RF/microwave components, systems, and software. (Hint: There’s more to it than EBITDA.)

10 M&A activities that I enjoyed being a part of and learned from tremendously

Here’s a sequential list of mergers and acquisitions where I played a key role in driving marketing and branding success ahead of, and after, a merger or acquisition. See which ones you remember:

• 1. Adams-Russell to M/A-COM ($82.15M) 
  Early in my career, I led the advertising, branding, catalog creation and tradeshow marketing for two divisions within this future acquisition. The semiconductor center was promoting custom design/development services, while the ANZAC division in the same Burlington, MA facility, was engineering some of the industries first and most exciting high performance/high frequency GaAs MMIC chips and devices. M/A-COM scooped up the entire Adams-Russell portfolio, but the semiconductor center and Anzac were prized pieces of their own future growth and ultimate sale to AMP. AMP was then acquired by Tyco for $12.2B. (This is when I learned, the hard way, to include some stock options as part of my compensation.)
• 2. TRAK Microwave to Smiths Group plc (Undisclosed)
  I developed TRAK Microwave's last set of communications under the TRAK brand, helping to position their high performance integrated multifunction microwave assemblies (IMAs or MFAs). I then supported the acquisition with strategies that highlighted TRAK Microwave’s value within Smiths Group's electronic components division.
• 3. ATN Microwave to Agilent Technologies (Undisclosed)
  Managing ATN Microwave’s brand and campaigns, I helped establish its fit within Agilent’s wireless test and measurement equipment portfolio.
• 4. Signal Technology Corp. to Crane Co. ($227M)
  I played a key role in rolling up many of Signal Technology’s 'ST-__' divisions under one branding umbrella and then supporting the integration of their extensive line of products into Crane Co.'s aerospace and electronics group.
• 5. Advanced Electronics Products (AEP) to Amphenol Corporation (Undisclosed)
  My efforts focused on aligning AEP’s marketing with Amphenol’s robust interconnect product offerings.
• Aeroflex to Cobham plc ($1.46B)
  I led demand generation and branding campaigns that showcased Aeroflex’s value in the aerospace and defense markets.
• Tru Corporation to Winchester Electronics (Undisclosed)
  Supporting this acquisition, I worked on aligning Tru Corporation’s brand within Winchester Electronics’ expanded connectivity solutions.
• ARC Technologies to Hexcel Corporation ($160M)
  My marketing campaigns highlighted ARC Technologies’ expertise in RF and EMI absorbing materials, ensuring a smooth transition into Hexcel.
• Custom MMIC to Qorvo Inc. (Undisclosed)
  Collaborating on brand and lead generation, I supported Custom MMIC’s integration into Qorvo’s product portfolio.
• SemiGen to Naprotek (Undisclosed)
  I focused on SemiGen’s website, digital marketing, and trade show strategy showcased its RF and microwave contract manufacturing and product solutions, facilitating its acquisition by Naprotek.

These milestones represent years of collaboration, creativity, and strategic thinking, with a consistent focus on delivering measurable results through traditional and digital marketing.

Balancing Brand Recognition with Lead Generation

Throughout these M&A activities, balancing brand recognition with lead generation was paramount. Companies involved in acquisitions often prioritize immediate ROI through lead generation campaigns, but I’ve found that a well-positioned brand provides long-term benefits.

For example, during Aeroflex’s acquisition by Cobham, I ensured that our campaigns not only drove immediate leads but also reinforced Aeroflex’s reputation as a leader in high-performance RF/microwave microelectronics. This dual approach laid a solid foundation for post-acquisition integration.

The Power of Digital Marketing

Digital marketing became the backbone of many successful campaigns during these transitions. User-driven, content-rich websites acted as central hubs for marketing efforts, combining catalog- and brochure-like functionality to meet the needs of diverse audiences. Key elements included:

• Integrated SEO/SEM Campaigns: These campaigns improved visibility, drove qualified traffic, and enhanced brand positioning.
• Email Marketing: Targeted campaigns nurtured prospects and maintained strong relationships with existing customers.
• Social Media: Platforms like LinkedIn were leveraged to engage with industry-specific groups, creating opportunities for meaningful conversations and lead generation.

Creativity and Aesthetics in High-Tech Marketing

Contrary to the beliefs of many engineering-driven organizations, creativity and aesthetics matter in high-tech B2B marketing. Whether it was designing sleek tradeshow displays for ARC Technologies or crafting engaging digital ads for Signal Technology, I consistently advocated for campaigns that combined technical depth with visual appeal.

Today, this principle is even more critical. In a digital-first world, creativity is often the differentiator that sets companies apart.

The Importance of a Smart Marketing Tech Stack

Efficiency and scalability in marketing hinge on a robust tech stack. During the SemiGen acquisition, for instance, a well-integrated CRM and marketing automation system ensured seamless data sharing between teams, enabling us to execute high-impact campaigns without operational bottlenecks.

Additionally, a focus on site and database architecture played a critical role in driving efficiency and improving customer experiences. A well-structured website not only elevated brand perception but also streamlined the prospect journey.

The Continued Relevance of Tradeshows and Industrial Print Advertising/Publishers

Despite the digital transformation, trade shows and print advertising remain essential. Key industry events provided unparalleled opportunities to engage with customers, not just on the show floor but also through pre-show campaigns and post-show follow-ups.

Publications like Microwave Journal in the RF/microwave industry have also proven invaluable. Their deep industry connection, strong editorial reputation, and programs like VendorView provide advertisers with powerful tools to engage directly with their target audience.

(5) Lessons for Companies Pursuing M&A Activity

Reflecting on these experiences, I offer the following lessons for companies navigating M&A:

1. 1. Balance Immediate ROI with Long-Term Brand Value: Lead generation drives results, but a strong brand sustains growth.
2. 2. Prioritize AI-driven Digital Marketing: User-driven websites, AI influenced SEO and content marketing campaigns, email marketing, and LinkedIn are indispensable.
3. 3. Invest in Creativity: Aesthetics and storytelling elevate technical products, making them desirable and memorable.
4. 4. Build a Strong Tech Stack: A robust CRM, marketing automation, and database architecture are essential for scalable success.
5. 5. Leverage Industry Events and Publications: Tradeshows and respected trade magazines with both a print and digital presence remain crucial for meaningful engagement.

M&A is more than a financial transaction. It’s about aligning people, strategies, and goals. Strong marketing not only sets the stage for a successful acquisition but also ensures a seamless transition afterward. Looking back, I’m proud of the role I played in these journeys and the lessons learned along the way. As digital marketing evolves with the help of AI, its role in shaping the future of high-tech M&A activity will expand exponentially. How are you keeping up?