How precise audience targeting helped a capital-markets organisation increase relevant enquiries and build a stronger prospective-listings pipeline.
Client confidentiality: The client name is withheld in line with confidentiality and NDA obligations. The challenge, work and reported outcomes are genuine.
The challenge
A capital-markets organisation operating in a highly competitive environment wanted to increase awareness among prospective issuers and create more opportunities for its listings team. It had historically received approximately 13 IPO enquiries a year, so the task was not to generate broad attention: it was to reach a small, relevant audience and encourage credible organisations to begin a conversation.
Daniel’s role
Daniel developed the audience and campaign strategy, connecting awareness activity with demand generation and conversion. The work required commercial judgement as well as channel execution: the quality and relevance of each enquiry mattered more than the volume of traffic generated.
The approach
Segmented prospective audiences around their relevance and likelihood to consider a listing.
Targeted senior decision-makers with focused digital awareness activity
Targeted senior decision-makers with focused digital awareness activity.
Used thought-leadership content to build credibility before asking for an enquiry
Used thought-leadership content to build credibility before asking for an enquiry.
Improved campaign messaging and conversion journeys to reduce friction between interest and contact
Improved campaign messaging and conversion journeys to reduce friction between interest and contact.
Reviewed performance against enquiry quality and commercial potential, rather than reach alone
Reviewed performance against enquiry quality and commercial potential, rather than reach alone.