Moody's (KMV) - New York, NY

Project: Demand generation with Marketing Automation

Mission: Implement a new go-to-market strategy

Results:

• 500% increase in qualified target marketing database
• Reduced Cost Per Lead 400%
• Identified and targeted most profitable market segments.
• Segmented demand generation messaging by tier and functional responsibility.
• Defined, developed and implemented new Commercial Banking Resource Center (CBRC)
  • built survey to identify and confirm pain/solution messaging; then refocused content for the site including white papers, webcasts, business briefs and collateral.
• First two demand generation programs drove 10% of newly identified target audience to MKMV’s CBRC.
• Defined lead tracking, scoring and prioritization schema for presales and sales.
• Redefined and built marketing and sales aligned dashboards using a custom marketing automation platform integrated with custom SFA.

Objective:

Redefine and recalibrate the sales engine to enable a capability to predictably drive net new revenue at a dramatically reduced cost per Sales Accepted Lead (SAL)(-400%).

Our work:

With the senior executive team, Renaissance created a Risk Management (Social) networking site, and the relevant customer centric content, for MKMV’s new Commercial Banking Resource Center. The site provides a forum for credit risk professionals to exchange ideas and learn best practices while allowing Moody's to qualify, track, score and prioritize lead and deal flow. Moody's quintupled their identified/qualified target audience, improved their internal processes & methodologies and unburdened sales from nurture and education so that these valuable resources could focus on the most profitable and timely relationships.