Situation - Moody's KMV, a division of one of the premier financial services brands globally, enjoys substantial market share - but they were having difficulty optimizing the harvesting of this equity, and their sales footprint. We discovered that this client had considerably more potential clients and prospect opportunities, in specific market segments and tiers, than the company was tracking.  We also uncovered a product focused positioning that was difficult for customers to discern as solutions to their needs.

Solution - Moody's retains best of class intellectual capital that required translating into a currency that its customers and prospects would find more relevant, at the right time in their buy cycle.

Renaissance spearheaded the embrace of a more customer-centric messaging and positioning approach — moving the communications dialogue from a product to a solutions orientation. Our integrated marketing strategy team then developed a creative messaging and positioning concept, “Moody’s KMV: Know What to Expect ^SM.” We applied the concept to a broad-based pipeline development campaign including a series of targeted outbound direct marketing efforts.

These initiatives were expressly designed to drive prospect interest to a comprehensive new Moody’s KMV commercial banking resource center which we developed specifically for the campaign. The resource center provides a wealth of relevant content specific to what our research uncovered as deeply felt concerns of loan origination officers and credit risk professionals. As clients and prospects complete the registration process and navigate this site, interact with sales and expand their relationship, we are able to track, rank and score areas of specific individual interest, which helps Moody’s sales team and relationship managers more efficiently identify client and prospect needs, evaluate their position along the buy-cycle continuum and craft effective solutions tailored to their objectives.

Elements - Unified Marketing Database, Customer Discovery & Opportunity Analysis, Solutions Focused Messaging and Positioning, Commercial Banking Credit Risk Survey, Commercial Banking Resource Center (moodyskmv.com/cbrc) with landing pages for lead capture and tracking, “MKMVCast” On-demand Webinars, Lead Generation Direct Mail/email, Nurture email (Cross-Sell/Up-Sell); Lead Scoring & Prioritization

Results - Not shared due to client's confidentiality policy. But...the Commercial Banking Resource Center continues to be evolved with the advent of a new creditrisk.net site...

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