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?