Case Study: Award Winning Demand Generation · • End-end marketing strategy and execution to...

Case Study: Award Winning Demand Generation

Yap Lee YeeMarketing Director, APAC

Marketing Excellence – B2B Marketing

Introduction1

Introduction

• Yap Lee Yee is the marketing director, APAC for Bureau van Dijk, a Moody’s Analytics company

• Over 20 years experience in MNCs like Microsoft, Visa, HP, eBay, PwC

• End-end marketing strategy and execution to create brand awareness and demand generation, using different marketing vehicles in offline, digital, content and social media marketing

• Oversees the smooth operations of the marketing team with technology tools and data-driven campaigns through CRM

• Moody’s Analytics acquired Bureau van Dijk in

August 2017

• This union means we can create the best

products available on the market

• With information on over 300 million companies

we are the resource for company data – to

deliver the richest, most reliable private

company information, corporate structures,

beneficial ownership and deal information

• With considerable investments in data

collection and delivery, we are able to offer

very detailed and accessible solutions

Bureau van Dijk, A Moody’s Analytics Company

Campaign purpose and objective2

Increased regulations

Compliance risks — fraud, financial crime, business risk and cyber risk are amongst the top concerns for both the financial services industry and corporations.

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Research and data

Beneficial ownership is another key issue in corporate transparency in 2017.

End 2016, Singapore's Ministry of Finance and Accounting and Corporate Regulatory Authority proposed changes "to ensure Singapore's transparency levels are in line with international standards".

48% of respondents said fraud and financial crime are at the top of the risk list

89% of executives said the cost for compliance activities will continue to rise in the next 2 years

Source: Accenture’s ‘Dare to be Different’ report 2017

Our existing landscape

Not as well known in the area of compliance

Small existing base of compliance heads and professionals

How do we increase awareness in a short period of time

��Threat Opportunity

Our campaign objectivesWith the continued focus on tackling financial crime, corruption and sanctions breaches globally and in the region, Bureau van Dijk has the data and relevant solution that could be used by compliance professionals

Educate and reach out to relevant audience

Increase our CRM compliance base by 50%

Establish Bureau van Dijk as the compliance thought leader

Marketing initiatives and channels used3

The buyer journey has changed

57% of the purchase decision is already complete before the customer even calls the supplier (CEB Global)

1:1 Targeting Behavioral Continuous

relationshipIntegrated channels

Fact-based decision making

The world of integrated channels

#Execution

Nurturing is key

According to Forrester Research, companies that excel at lead nurturing generate 50% more sales leads at 33% lower cost per lead.

Source: DemandGen Report

Compliance campaigns

http://blog.naver.com/bvdinfo/221089120515

Localization is keyLocalized - Navel blog post Localized - WeChat post

New assets to build thought leadershipPoster and guidebook

These are free and will be sent out upon request through our website.

Corporate ownership and risk poster

This A2 poster helps to visualise and explain some concepts of corporate ownership. It can be easily moved as it sticks to flat surfaces using static energy. No need for blu-tack!

Corporate ownership and risk poster

These posters were sent out to our compliance base as a gift. For strategic clients, the posters were sent along with a customised belly band to go around the poster tube.

A-Z guide

A pocket-sized glossary to help with better understanding of compliance terminologies.

WhitepapersWhitepapers covering different compliance issues are available for download and hardcopies were given out at events.

Global APAC webinar

• Ex Australian Federal Police Agent for 38 years and a former Head of the

Australian Government’s Asset Confiscation Task Force.

• Head of Government solutions

• APAC time zone

• APAC relevant examples

• Post webinar blogs

• On-demand strategy

PromotionsLinkedIn post

Twitter post

Facebook post

Sales & Marketing collaboration

There is constant communication with the sales teams to ensure that leads are followed up on and opportunities were created on the CRM for easy tracking.

Source data for CRM

Source external data for mailings

All relevant data mailed / emailed

Letter mailed – or email sent

Email follow up (x2)

Get leads from mailing

Sales people follow up mailing

Leads and calling = more data in

CRM

Effectiveness and ROI of each channel4

Growth in database

China Japan Korea Australia Singapore

YoY Comparison

FY16 FY17

202%YoY

Campaigns better than B2B benchmarksMarketing channels/ campaigns Results APAC Webinar: “The role of company

financial data in identifying financial

crime”

• 680 registrants (92% are new contacts; not already

in our CRM)

• 282 attendees (53% are new contacts, not already

in our CRM)

• Achieved 42% attendance

(35% was the industry best practice. Source:ON24)

• Over 40 questions were submitted during the live

Q&A session of the webinar; this displays the level

of interest on the webinar discussions and topics

covered.

Compliance content campaign (A-Z

Guide of compliance terms and poster)

Over 4600+ engagements globally (almost 1,800 print requests and over 2,800 digital downloads)

eDM (A-Z Guide of compliance terms) Open rate: 25%

(industry benchmark: 15%)

Good conversion

49%51%

Pipeline

ComplianceOthers

40%

60%

Leads

Qualified LeadsOthers

40% of the events leads were qualified 50% of pipeline was compliance-related

Industry awardSelected as a top 25 Compliance Solution Provider (selected from 750 providers in the Asia-Pacific) for our "innovative solutions and for showing great promise in serving customer needs" by APAC CIOoutlook

SUMMARY

Increase in database 1

Great marketing performance 3

#

Great pipeline contribution2##

Recognition through industry award4#

Learnings5

My learnings

Set SMART campaign objectives

Culture does play a part

Good content

Stay focus and execute to plan

Internal buy-in and collaboration

| bvdinfo.comLeeyee.yap@bvdinfo.com