BLACKROCKRethinking risk in a more uncertain world
BlackRock wanted to reinforce its status as a thought-leader within the insurance space through providing authoritative analysis to senior executives on the key factors shaping the industry.
The Economist Intelligence Unit conducted a global survey of 248 senior executives in the insurance and reinsurance sectors with estimated assets under management of US$6.5trn:, with the view of producing a white paper analysing the survey results and outlining the findings from the in-depth interviews and comprehensive desk research.
RESULTS
OBJECTIVESOLUTION
EIU marketing activities generated:
▪ 3,032 page views and 701 report downloads in just 4 weeks▪ 40.43% open rate of email sent to insurance directors globally, generating 1,045 page
views and 398 downloads▪ Amplified across social media channels generating over 98,000 impressions and over 150
likes, shares and comments▪ The white paper was runner up in the ‘Savvy Investor Awards - Best White Papers 2015’
CASE STUDY
TEMENOSFUTURE FACTORS
Temenos, a banking software company, wanted to create content to raise their profile as a forward-looking organisation during the Future of Banking event. The collateral was also be part of a broader marketing campaign.
The Economist Intelligence Unit surveyed 242 global banking executives to investigate the views of retail banks on the challenges and changes they face in the years to 2020 and how they are responding. Respondents were drawn from across the world, of these, 95 are from banks with annual revenue of less than US$500m; 45 from banks with US$500m-1bn; 44 from banks with US$1bn-5bn; and 50 from banks with revenue of US$5bn and more. All were senior, with 100 at C-suite or board level and the remainder senior executives. In addition, in-depth interviews were conducted with 13 senior executives from banks, some global, some regional, some small and tightly focused.
RESULTS
OBJECTIVE
SOLUTION
▪ Visits to Temenos website up by 10,000 month on month for March 2014▪ >900 report downloads, 2,886 pageviews▪ Amplified and inspired via 934,000+ interactions and 50+ report downloads
via social media▪ 4 mins 30 secs average time spent on Temenos page of The EIU Perspectives
website▪ >600 leads, 14 engaged nurturing leads, 1 opportunity so far
CASE STUDY
THE GOOD BANK
To generate a global conversation amongst the biggest stakeholders in the financial services industriesThe Good Bank Initiative was established as a six-month conversation with the aim of developing a new scenario for the banking sector. It culminated around 3 key themes: innovation, efficiency and trust. The model was a culmination of an ongoing public dialogue online which allowed users to interact with online experts who were also responsible for steering the conversation to create insights to highlight issues in the sector and encourage ideas and opinions to surface. An innovative, technical platform was at the heart of the solution and the ideas and opinions were share on the platform and created a foundation for a quantitative and qualitative research report.
● Insight Centre, Digital media, hybrid event and research report ● Real-time communication between the financial services community and experts on
the platform● All content “snackable” and shareable via infographics, slide shows, videos, blogs,
live polls etc ● Extended engagement through distribution of content across The Economist’s
platforms● Deep-dive debates and dialogue via custom thought-provoking events
RESULTS
OBJECTIVESOLUTION
▪ Reached more than 1.5 million Economist readers. 7,084,329 impressions on Economist.com
▪ 4,242,329 impressions on Twitter and 584, 819 impressions on LinkedIn ▪ >100,000 page views on the platform with 5,614 visits on the day of the live
event▪ >1000 registrants to the site, 80% of whom were engaged▪ Average viewing time of the webinar was 43.5minutes▪ >300 comments made on the platform
CASE STUDY
THE BANK OF COMMUNICATIONSSea Turtle Index
To identify and look into issues surrounding high net worth individuals of China that are unique and uncovered by its competitors and position Bank of Communications as a thought leader to help its private banking customers on issues most pressing to them.Economist Intelligence Unit (EIU) developed and produced the Bank of Communications Sea Turtle Index, benchmarking the potential returns on an international undergraduate education in 80 cities worldwide. The Sea Turtle index is unique as it takes various factors into account in ranking the cities potential returns, from academics, financial and social indicators. No other index offers such comprehensive coverage and analysis. The program included:
• The Index with comprehensive data and analysis• Bi-lingual White Paper• Online mini-site with interactive data visualization• Amplification via multiple EIU channels• Media launch event• Multi-platform Advertising
RESULTS
OBJECTIVE
SOLUTION
The Economist has provided a comprehensive program with unique content, enabling BOC to take the lead and engage with its target audience with insights via user-friendly and interactive channels.
The amplification campaign has also aroused extensive interest across a broader range, with over 21 pieces of local, regional and international media coverage. The online mini site has also achieved over 28,000 unique visitors in 4 weeks after launch.
CASE STUDY
Thought Leadership@Capgemini
Karen SchneiderApril 19, 2016
7Copyright © Capgemini 2012. All Rights Reserved
Global Product Marketing and Programs | Financial Services
Targeted to Senior Leaders, Middle Management and IT ProfessionalsOffering: Deep domain expertise and solutioning
Broadly targeted to buyers across all levelsOffering: Perspectives, extensive social media and PR
Targeted to CXO, Senior Line Leaders in payments, retail banking, insurance, wealth.Offering: Executive Interviews and Customer Surveys
Nearly 20 Years of Developing Market Relevant Thought Leadership Successfully Mapping to Client Issues and Buyer Types
OpinionsBlogs, LinkedIN posts, Tweets and byline articles
Points of ViewDomain perspectives and solution approaches
World Reports& TrendsCapgemini proprietary
research and insights
8Copyright © Capgemini 2012. All Rights Reserved
Global Product Marketing and Programs | Financial Services
ASS
ETS
CH
AN
NEL
SEngaging Customers Throughout the Buying JourneyMatching Channels & Assets to Customer Touchpoints
Acct Exec, BDE, Inside Sales
PR & social media: Web eMarketing
Acct Exec, BDE, Delivery Exec
Telesales Events Experts on social media
ABM Customized sales pursuits Analyst & advisor
recommendations
Gather Info & Form Preferences for Brands
Inquire & Engage with Experts
Brand AwarenessEducate on Industry Issues & Challenges
Brand PreferenceProvide Value-Added Info & Interactive Touchpoints
Short List Vendors & Make Buying Decision
Brand EminencePresent Market Credentials
Thought leadership, POVs PR, social posts, blogs,
infographics, videos Websites, apps Email campaigns
Sales & client decks, interactive websites, ROI calculators, demos, benchmarking tools
Scripts, message maps Roundtables, webinars, trade
events Blog posts, tweets, LinkedIn posts
Analyst & advisor rankings Client references Case studies Account-tailored thought
leadership, local data
CUSTOMER BUYING JOURNEY
CAPGEMINI BRAND INFLUENCE
9Copyright © Capgemini 2012. All Rights Reserved
Global Product Marketing and Programs | Financial Services
Develop CampaignsEnable
Sales LaunchCampaigns
Create Brand
Preference
Present Market Credentials
Buying Decision
Relationship Developmen
t
Power Base Principle
Value + Recognition = Influence
Develop Thought Leadership
1
Feedback & Reporting
6
5
4
3
2
7
Capgemini’s Thought Leadership Marketing LifecycleFrom Market Relevancy to Enabling Sales and Driving Brand Eminence
Execute across all channels
48 hour reporting
Respond to calls to action
Inside sales prequalification
Sales calls & presentations
Build proposals Respond to RFIs Create pursuit
marketing Engage referrals Advisor
recommendations
10 & 30 day reporting Client feedback Lessons learned
Identify client issues Perform primary and
secondary research Leverage best practices
& case studies Tie to solutions
Train spokespeople & salesforce
Develop & deliver sales toolkits
Develop marketing strategy
Identify channels Identify buyer personas Create assets
Plan & execute negotiations
Review win/loss
The information contained in this presentation is proprietary.© 2012 Capgemini. All rights reserved.
www.capgemini.com/financialservices
Discussion Points?
Where to find your white space?
What formats and channels work best along the customer journey?
Interaction: making it a two-way street
Engaging the front line: the last mile of content
Measurement and ROI
Your questions?