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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.
Unite
d St
ates
Fore
ign
Corru
pt
Prac
tices
Act
(“FC
PA”)
Tran
spar
ency
Inte
rnat
ional
- Glob
al
Coali
tion
Again
st Co
rrupt
ion
Anti U
nfair
Com
petiti
on L
aw o
f
the
Peop
le's
Repu
blic o
f Chin
aAU
STRA
LIA
- Loc
al
Anti-
Bribe
ry &
Corru
ption
legis
lation
(A
ustra
lia).
OECD A
nti-B
riber
y
Conve
ntio
n (1
997)
Counc
il of E
urop
e
Crimina
l Con
venti
on
(Cor
rupti
on)1
999
Unite
d Nati
ons
Conv
entio
n aga
inst
Anti-
Bribe
ry (2
005)
Unite
d Ki
ngdo
m A
nti-
Bribe
ry A
ct (“U
KBA”
) 20
10
Xi Ji
nping
Anti
-
Corru
ption
Campa
ign
20051997 201720101993 19931977 1999 2018
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