ABOUT THE COMPANY
A FORTUNE 500 company, S&P Global Platts, is the leading independent provider of information, benchmark prices, and analytics for the energy and commodities markets. For over 100 years since 1909, S&P Global Platts has brought clarity and transparency to the energy and commodities markets, enabling companies, governments, and individuals to act with conviction. The organization is headquartered in London and employs over 1,200 people in more than 19 offices worldwide located in global business and energy centers on five continents.
THE CHALLENGE
S&P Global Platts regularly organizes and runs many B2B commodities-related events globally across key regions every year. Before working with OC Digital, the client was previously working with other media agencies however many of them could not fully understand the intricacy of the industry that S&P Global Platts is in. OC Digital was approached by the APAC Event Marketing team in 2021 to help better address these 4 fundamental challenges the client was facing:
- A B2B agency partner that offers end-to-end tracking and performance visibility.
- Must have strong industry knowledge and understand the nuances of the commodities and natural gas market.
- Sound and proven digital strategy to drive event sign-ups and conversion for Paid Events.
- With COVID-19 impacting world travel in 2021, the client was forced to move all physical events to the online space so how can digital marketing be used tactically to drive interest and event signups?
THE SOLUTIONS: FULL FUNNEL “ALWAYS ON” APPROACH
As this was going to be a year-long, multi-event digital campaign, we adopted a FULL FUNNEL ALWAYS ON approach to ensure the events we are promoting can receive the highest number of AWARENESS and IMPRESSIONS to the Target Audience of Sugar Millers, Buyers/End users, Oil Traders, Commodities Brokers, Traders, International Bodies, Banks.
In summary, for every event that we are promoting for SP Global Platts, we ran two campaigns at the same time—one catered to INFORMATIONAL INTENT and measured by market awareness and fame metrics; the other campaign catered to TRANSACTIONAL INTENT, measured by leads and sales performances (event sign-ups) metrics. BOTH campaigns must be ALWAYS ON without a gap in your presence.
We adopted a Mobile-focused and high social touchpoint approach (mainly on LinkedIn and Facebook) that has different ad messaging for different events as this helps increase the TARGETED REACH to the client’s intended audience for the various events.
THE RESULTS: TRACKABLE DIGITAL PERFORMANCE ENHANCES VISIBILITY & CONVERSIONS
Soon after engaging with OC Digital, the aggressive always-on multi-channel plan started showing results. S&P Global Platts saw a dramatic jump in its Events Landing Page, an increase in inbound contacts, and a strengthened sales pipeline for the paid virtual conference signups. OC Digital was able to optimize and strengthen our strategy by studying different data points from the SEM/Social/Google leads generated. We used a mixture of INTERACTION TIME, DEMOGRAPHICS, INTERESTS, INBOUND TRAFFIC SOURCE etc to further segment and splice the audience which helped to lower the overall Cost Per Lead (CPL) by 81% Y-O-Y.
From the initial engagement with OC Digital, metrics were tracked and measured according to the given KPIs compared to the same time last year. Overall, the event landing page site traffic jumped from originally hundreds to the thousands generating a highly interested audience into the various landing pages promoting the various conferences and events leading to a Y-O-Y lift of 419% in Leads Generated compared to the previous year.
Positive Words from Our Satisfied Client
“We’ve worked with OC for a few years. They’re always patient and very responsive. The team is easily reachable and this is extremely important for us in our fast-changing industry.
OC’s knowledge of B2B marketing and experience in our sector has helped increase marketing leads across multi-market campaigns for us.
John has been proactive, always suggesting better ways to improve our results as opposed to being instruction takers.”
S&P Global Platts
Marketing Team
