Performance Marketing for a finance company to create a sustainable sales pipeline in the UK, US and MEA
Email Marketing campaign for a leading Fund administrator for a little over a year resulted in 3x sales enquiries per month and a healthy presence in the targeted market.
Executive Summary
A leading fund administrator was looking at marketing their products and services to the alternative investment community in the UK, US and MEA. A comprehensive database of the target audience was built and product-specific email campaigns were created to build brand awareness.
The Brand
The brand is a leading provider of solutions and services for post-trade processing including reconciliation, data collection and transformation, trade matching and settlement, and client fee billing for the financial services industry. It works with institutional investment managers, hedge funds, insurance companies and other financial services institutions.
Objectives
- •The brand wanted to expand its presence in the UK, US and MEA and build a reliable sales pipeline in a short span of time from a niche segment like hedge funds.
- •The brand wanted to launch its services in multiple geographies simultaneously.
Challenges
The brand’s sales team did not have the bandwidth to build this pipeline at scale, although they had access to various professional data subscriptions.
Solution
A rigorous market research exercise was conducted and the following solution was implemented:
- •Created a comprehensive database comprising key decision makers from the front office, middle office and back office using extensive web research techniques.
- •Designed and executed promotional campaigns to build brand awareness.
- •Crafted product-specific email campaigns in consultation with the client to reach key decision makers.
Outcome
Using a personalized email marketing approach, brand awareness as well as a healthy sales pipeline for the client was created in a short span of time. Key highlights of this engagement:
- •Reached over 5,000 key decision makers across 1,500+ companies (AUM in excess of USD 350 Million) to generate leads from multiple geographies.
- •Generated leads as early as the second week of engagement.
- •Generated a healthy pipeline averaging around 7–8 sales enquiries per month. Some of these enquiries progressed into advanced stages of the sales cycle.
- •Shared market insights with the client to continuously refine and improve the email campaigns.
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