Engaging high-value B2B prospects

USE CASE: DISTRIBUTION OF NARRATIVE TO KEY BUSINESS TARGET ORGANISATIONS AND DECISION MAKERS

TACTIC: DATA ACTIVATION TO SUPPLIED LIST OF ORGANISATIONS WITH ENRICHED DATA FROM DOT NETWORK

CLIENT: PRUDENTIAL ASSET MANAGEMENT

REGION: SOUTH AFRICA, NIGERIA, GHANA, KENYA

Business challenge

Prudential Investments, one of South Africa’s top 10 investment managers, wanted to open doors to strategic accounts and stakeholders to showcase the institutional investment opportunities Prudential offers, particularly around segregated and pooled products.

Audience

Key stakeholders and C-suite executives were identified in 28 institutions, creating a target audience of 890 business leaders.

Solution

The audience was segmented to differentiate the unique needs of the 890 stakeholders. Messaging was aligned to those needs, and a three-tiered approach drove brand awareness and product education. Tailored landing pages guided audiences towards goal completion, which was to download the institutional fund fact sheet.

Result

Over the three-month campaign, of the 890 targets, 93% engaged with the content either through directly clicking the messaging or searching for Prudential. 53% of the target list completed the key goal of downloading the institutional fund fact sheet. Fund fact sheet downloads increased from 1% goal completion before the campaign to an average of 35%.
800
decision makers targeted across 28 companies
1 %
users engaged
Dot Network: Prudential
0 %
downloaded resources
100 %
page view increase