Digital Bank of the Future

                 

Oracle achieves 280% of its lead gen target and a fruitful new channel to market

A multi-channel, insight-led, content marketing programme where results outstripped all expectations: a $28 million pipeline, massively amplified reach and credibility, and a brand new, hugely productive channel.

The Challenge

To create a campaign to bring Oracle closer to digital banking decision-makers in new, emerging and established retail banks. To achieve a target pipeline of $10 million.

The Solution

Know your audience

Two in-depth MOI research pieces revealed a major disconnect between consumer expectations and actual banking practices. In short, High St banks weren’t delivering for today’s demanding, always-on consumer.

Know, and grow, your opportunity

Now was Oracle’s opportunity to address, and help resolve, the customer problem. So MOI produced two industry reports and a benchmarking tool for banks to evaluate their current practices. Distributed via a multichannel communication strategy, the resulting data provided Oracle with rich information about the readiness of their audience for a digital future, meaning prospects could be entered into a highly targeted nurture programme. Nurture was fed by additional content created from offline activities – digital workshops, boot camps and discussions. This way, prospects were guided through the funnel until they were ready to engage with sales.

The New Channel

The high quality of the Oracle content was invaluable for engaging and recruiting top digital banking influencers to the campaign. Their participation brought both credibility and far-ranging reach to the programme and effectively created a whole new and extremely fruitful channel to market.

The Results
350000
New Contacts/Leads
$28m
Pipeline

The Digital Bank of the Future became one of very few initiatives that the US-based Oracle started in Asia-Pacific and subsequently rolled out across EMEA and North America. It brought the client deep penetration into the global banking community and increased their credibility in the new, digital banking space.

Target pipeline was $10 million but it went on to achieve an impressive $28 million, reaching 350,000 new contacts/leads, engaging 18K+ web visitors and leading to 441 report downloads.

Once again MOI exceeded our expectations with the latest phase of the Digital Bank of the Future campaign. Building on the cumulative success and credibility of the campaign, they found new ways of identifying, reaching and engaging our target audiences to convey the art of the possible, all of which resulted in an unprecedented level of lead generation.

Parvez Ahmad, Director, Marketing, Oracle Financial Services
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