Using A Data-Driven Approach For Creating Messaging With A Measurable Impact

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Using A Data-Driven Approach For Creating Messaging

With A Measurable Impact

Christine Elliott, Content Strategy & Operations Practice LeaderCrowe Horwath LLP@Im_Christine44 @CroweHorwathUS

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Crowe Horwath LLP is one of the largest public accounting, consulting and technology firms in the United States.

Crowe uses its deep industry expertise to provide audit services to public and private entities while also helping clients reach their goals with tax, advisory, risk and performance services.

Crowe serves clients worldwide as an independent member of Crowe Horwath International, one of the largest global accounting networks in the world. The network consists of more than 200 independent accounting and advisory services firms in more than 130 countries around the world.

Crowe Horwath LLP

2006

2007 2011

2008

20172009

20162010

2015

2012 2014

2013

2018

APRIL 2005 Learned about lead nurture at Marketing Profs B2B demand gen conference.

SEPT 2005Hired Kern Consulting to develop lead nurture strategy for Risk business unit.

SEPT 2008Implemented marketing automation platform (Eloqua.)

APR 2010Initiated first firmwide marketing plan with common objectives, one of which was expert positioning.

JAN 2012Asked to develop a lead nurture program for the Performance Consulting business unit in banking.

DEC 2013Created virtual content team: reps from all groups that develop or touch content.

DEC 2014Recommended formal change to org structure to bring content groups together.

MAY 2015Official launch of Content Strategy & Operations team.

MAR 2016Hired first full-time content strategist.

JAN 2017Recommending re-alignment of team, revamp of processes and expansion of coverage.

The Crowe Horwath LLP Content Marketing Journey

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Why marketers should care about technology The importance of an iterative approach to marketing

campaigns Why an iterative approach is wholly inadequate on its own Getting connected to the market conversation A model for a sustainable content ecosystem

Takeaways

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Technology Accelerates the Pace of Change

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Traditional Iterative Marketing Approach

Develop / Refine Messaging

Execute ProgramsMeasure Results

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D o d d - F r a n k a n d S t r e s s Te s ti n g : B a s e l i n e

JANUARY FEBRUARY MARCH APRIL

Performance Improvement EARLY EARLY MID LATE

Dodd-Frank EARLY EARLY MID MID

AML EARLY EARLY MID LATE

Vendor Selection & Management EARLY EARLY MID MID

Big Data EARLY EARLY EARLY MID

Credit Portfolio Management EARLY MID MID LATE

Open RateClick-to-Open Rate Open Rate

Click-to-Open Rate

Dodd-Frank 61% 19% 54% 15%Anti-Money Laundering 95% 12% 80% 11%Vendor Selection & Management 65% 12% 31% 9%Performance Improvement 79% 11% 58% 12%

Credit Portfolio Management 94% 6% 42% 29%

Big Data 56% 6% 38% 4%Total 76% 13% 48% 12%

April 2013

Track

December 2014

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Dodd-Frank & Stress Testing – Iteration #1 Develop / Refine

Messaging

OVERARCHING BRAND MESSAGE Crowe Credit 360 is a powerful stress-testing system that leverages machine learning – leading to a better, faster way to aggregate data, standardize modeling, provide dashboard reporting, and create submission reports, while providing capabilities to independently perform on-demand stress testing.

SMART DECISIONS LASTING VALUE

Employ machine learning to reduce the costs, time, and effort to support critical stress testing and capital planning needs, and to support extended model value and applications.

Automate and calibrate the stress-testing

process from one year to the next to redirect resources from information modeling toward information analysis.

BRAND PILLARS Results Relationships Values We implement a powerful, proprietary platform that simplifies the complex stress-testing process

Crowe professionals combine banking industry experience and technological expertise to develop a robust solution that simplifies and streamlines the stress-testing process.

We approach every client engagement with a commitment to helping organizations move beyond compliance toward operationalizing data for improved decision-making.

PROOF POINTS

DIFFERENTIATORS

Crowe Credit 360 produces a fully automated stress-testing analysis tool and submission file.

New brand message development process

Creating a sustainable and cost-effective stress-testing program to address Dodd-Frank requires advanced technology designed to improve model development and validation.

Creation of storylines for each campaign

Cascade messaging for business units, industries and even at the solution / product level.

25 message maps created this year.

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Dodd-Frank & Stress Testing – Iteration #1

Execute Programs

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Execute Programs

Trigger emails Offer multiple

content assets per email

CHECKLIST / E-Book Sidebar

CASE STUDY (if downloaded Checklist)

CASE STUDY

E-BOOK

CHECKLIST / CASE STUDY

CHECKLIST (if downloaded Case Study)

E-BOOK / CHECKLIST / CASE STUDY

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CHECKLIST / E-Book Sidebar

CASE STUDY (if downloaded Checklist)

CASE STUDY

E-BOOK

CHECKLIST / CASE STUDY

CHECKLIST (if downloaded Case Study)

E-BOOK / CHECKLIST / CASE STUDY

Open Rate Click-to-Open Rate

18.3% 17.5%Open Rate Click-to-

Open Rate

18.9% 16.1% Open Rate Click-to-Open Rate

18.5% 12.8%


72.3% 63.0%Open Rate Click-to-

Open Rate

83.3% 66.7%


83.3% 80.0%


66.3% 45.6%

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Building a Sustainable Content Ecosystem

2Find white space and develop a unique perspective.

3Align your messaging to the themes and terms being used.

4Continuously innovate and test new platforms, technologies and formats.

5 Publishing content is not a strategy. Aggressively promote your content.

6 Look for non-traditional influencers and up-and-comers.

7Make connections that provide value. Nurture those relationships.

10 Always stay focused on the market conversation.

9 Find ways to measure engagement, not just opens and clicks.

8Make incremental improvements, but also swing for the fences. Spectacular failure is success.

Monitor the Conversation

Develop / Refine

Messaging

Execute Programs

Amplify The Message

Measure Results

1 Identify the conversations you want to be part of (or lead) and monitor them.

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