Introduction
At Thomson Reuters, a renowned Fortune 500 company, the quest for innovation and excellence is a never-ending journey. This quest led them to partner with Elsen, a prominent player in the financial software industry, to develop a groundbreaking product – Thomson Reuters QA Point powered by Elsen. This article delves into how this collaboration, alongside the expert assistance of Ideometry, unfolded to drive a successful North American product launch and a surge in lead generation.
The Project Overview
The project's core objective was to launch Thomson Reuters QA Point powered by Elsen with a powerful marketing campaign, setting the stage for its market dominance. A crucial element of this strategy was a high-impact webinar that would captivate the audience. The webinar was carefully designed to elucidate the transformative impact of "quantamental" investing on the financial industry and how QA Point empowers non-technical investors to harness the power of quantitative analytics.
Multifaceted Marketing Approach
1. Optimizing Registration Page
To kickstart the project, Ideometry meticulously optimized Thomson Reuters' registration page. The goal was to enhance the user experience and drive sign-ups for the webinar, acting as the gateway to lead generation.
2. Channel Selection
In a world characterized by niche B2B audiences, channel selection was critical. LinkedIn emerged as the prime platform due to its ability to segment audiences by industry, job titles, skills, and more. This ensured that the message reached the right ears without dilution.
3. Diverse Advertising Campaign
The marketing strategy encompassed diverse advertising platforms. Social and display ad platforms were leveraged for sponsored stories, SEM ads, display ads, and retargeting ads. Rigorous keyword research underpinned the SEM campaign, targeting specific terms and phrases that resonated with the target audience.
4. Creative Variation Testing
To maximize effectiveness, Ideometry adopted a strategy of creative variation testing. Multiple ad sets were created across chosen platforms, each exploring different creative concepts and copy/visual variations. This approach allowed the team to discern which combinations worked best for each audience and platform.
Ongoing Strategy Refinement
With the campaign in motion, continuous data analysis revealed crucial insights. Some LinkedIn ad variations outperformed others, while certain SEM ads shone brighter. In response, Ideometry promptly deactivated underperforming elements and channeled resources towards the top-performing aspects. Similar optimizations were carried out for SEM ads, ensuring that only the most effective messaging reached the target audience.
Remarkable Results
The strategic adjustments bore fruit, with a remarkable 60% increase in webinar leads compared to what would have been achieved through owned channels alone. Furthermore, the cost per lead dropped significantly compared to previous similar product campaigns. This success was exemplified by the robust turnout at the webinar, which marked a milestone for Thomson Reuters' digital marketing strategy for QA Point.
Looking Ahead
Thomson Reuters has harnessed the strategies and creative concepts developed in this campaign for webinars targeting European and Asian markets. This experience is set to serve as a guiding light for future digital campaigns aimed at promoting QA Point.
In conclusion, the collaboration between Thomson Reuters, Elsen, and Ideometry demonstrated the power of a comprehensive and targeted marketing strategy. By optimizing the registration page, strategically selecting channels, running diverse advertising campaigns, and refining the approach based on real-time data, the team achieved impressive results in lead generation. This success story underscores the critical role of a well-executed marketing strategy in propelling a groundbreaking product to the forefront of the financial software industry.
