The high-net-worth leads challenge
ABSA is an established South African financial institution that caters to individuals as well as businesses, offering banking and investment products.
They wanted to find new clients for their Cash Invest Tracker, a product that tracked the top five unit trusts, while also guaranteeing capital. But they didn’t want just any clients. They wanted high-net-worth individuals with more than R2 500 000 to invest.
The account-based marketing solution
You might think it’s difficult to find people with R2.5 million ready to invest, but with our digital account-based marketing strategies, it’s all possible.
An audience of C-suite executives and high-net-worth individuals was created, as well as one of independent financial advisors, so that they could recommend the product to their clients. Wherever these people went online, they saw educational messaging about the advantages of Cash Invest Tracker, highlighting the benefits of this investment product.
The results – high quality, high value leads
Our campaign management strategy ensured that the adverts were seen frequently by wealthy investors and financial advisors to first build awareness and then nurture the leads into the sales funnel and through the decision-making process. The number of high value leads for this financial product submitted increased by 78%.