On this week’s episode of M&A Masters, we speak with Emily Holdman. Emily is the Managing Director of Permanent Equity, a lower middle market private equity firm based in Columbia, Missouri, that focuses on investments for the very long term. Emily is also named as one of Axial’s thought leaders for the lower middle market.We chat about growing organically with lead generation, as well as:
Entering finance from marketing and what her experience brings to acquisitions
Finding differentiation by committing to investment without the intention to sell
The intrinsic desire to be heavily involved with operations
Reaching sellers with a midwestern approach, by offering resources and information 
Evergreen tools and content marketing to educate sellers 
And more