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 UK, US and MEA. A comprehensive database of target audience was built and product specific email campaigns created, to create 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

• Brand wanted to expand their presence in UK, US and MEA and build a reliable sales pipeline in a short span of time from a niche segment like hedge funds
• Brand wanted to launch their services in multiple geographies at the same time

Challenges

Brand’s sales team did not have bandwidth to build this pipeline at a scale although they had access to various professional data subscriptions. 

Solution

A rigorous market research was conducted and the following solution implemented:

• Created a comprehensive database comprising of key decision makers from the front office, the middle office and the back office using extensive web research techniques
• Designed and ran promotional campaigns to create brand awareness
• Crafted product specific email campaigns consultatively with the client to reach out to key decision makers.

Outcome

With 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 5000+ key decision makers in 1500+ companies (AUM in excess of USD 350 Million) to generate leads from multiple geographies
• Generated leads as early as second week of engagement
• Generated a healthy pipeline averaging around 7-8 sales enquiries per month. Some of these enquiries went into advanced stages of sales cycle
• Shared market insights with the client to iterate and refine the email campaigns.