Data activation for right-audience only product education

When Investec wanted to introduce their new B2B financial product to stockbrokers – and only stockbrokers – they came to us for an account-based advertising campaign.

The B2B sales challenge

Investec had just introduced a new product, IDX Futures, which allows stockbrokers to buy international shares in South African Rand. They needed to educate the right people about its advantages and features, and incite them to use the product. Individual retail investors are not able to use the IDX Futures, and as such it was important that they didn’t see any of this campaign messaging.

The account-based marketing solution

Investec provided Dot Network, Amorphous’s data specialist sister, with a list of 1 200 stockbrokers. Through data activation and account-based marketing, we were able to match 750 unique users. Those 750 people were targeted with educational messaging about IDX Futures.

Our campaign used a walled garden approach, so the messaging was shown only to the relevant audiences. Non-stockbrokers did not see any of the adverts.

The results

Compared against a three-month benchmark period, we achieved phenomenal return on investment (ROI) for our client, with a 60% increase in website visitors and a 40% increase in web page views about this stockbroker-only investment vehicle.