A panel of financial marketers and content experts share how they bridge the ‘engagement gap’ and turn original thinking into a catalyst for action. You'll learn: - Which media channels and formats are the most effective? - How to generate high value conversations in the front line - The importance of interactivity

2. BLACKROCK
Rethinking 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.
RESULT
S
OBJECTIV
E
SOLUTION
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

3. TEMENOS
FUTURE 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.
RESULT
S
OBJECTIV
E
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

4. THE GOOD BANK
To generate a global conversation amongst the biggest stakeholders in the financial services
industries
The 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
RESULT
S
OBJECTIVE
SOLUTION
▪ 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

5. THE BANK OF COMMUNICATIONS
Sea 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

6. Thought Leadership
@Capgemini
Karen Schneider
April 19, 2016

7. 7Copyright © Capgemini 2012. All Rights Reserved
Global Product Marketing and Programs | Financial Services
Targeted to Senior Leaders, Middle
Management and IT Professionals
Offering: Deep domain expertise and solutioning
Broadly targeted to buyers across all
levels
Offering: 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
Opinions
Blogs, LinkedIN
posts, Tweets and
byline articles
Points of View
Domain
perspectives and
solution approaches
World Reports
& Trends
Capgemini proprietary
research and insights

8. 8Copyright © Capgemini 2012. All Rights Reserved
Global Product Marketing and Programs | Financial Services
ASSETSCHANNELS
Engaging Customers Throughout the Buying Journey
Matching 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 Awareness
Educate on Industry Issues
& Challenges
Brand Preference
Provide Value-Added Info
& Interactive Touchpoints
Short List Vendors &
Make Buying Decision
Brand Eminence
Present 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

9. 9Copyright © Capgemini 2012. All Rights Reserved
Global Product Marketing and Programs | Financial Services
Develop
CampaignsEnable
Sales Launch
Campaigns
Create
Brand
Preference
Present Market
Credentials
Buying
Decision
Relationship
Development
Power Base Principle
Value + Recognition
= Influence
Develop Thought
Leadership
1
Feedback &
Reporting
6
5
4
3
2
7
Capgemini’s Thought Leadership Marketing Lifecycle
From 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

10. The information contained in this presentation is proprietary.
© 2012 Capgemini. All rights reserved.
www.capgemini.com/financialservices

13. 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?