Building Thought Leadership

Building Thought Leadership
Launch the Investment Insights 2021 Report

2019 - 2021

MSCI Inc.

Marketing Project Owner

1 year

agency / digital marketing and design teams

Business Objective

Establish MSCI as a thought leader for a niche client segment.

Main Project Steps

Defined the project's goal, scope, budget and timeframe.
Identified the target audience and survey pool.
Surveyed over 200 asset owner executives (pension funds, defined contributions, insurers, etc.) globally, covering USD 18 trillion assets owned.
Produced 50+ page market report and related collateral.
Launched a 6-months long omni-channel marketing campaign.

Success

Achieved 18+ % conversion rate, 4.8% net new lead rate, with total campaign responses of 25,000+ within 2 months.
Exceeded an all-time-high 38+% download rate (vs similar collaterals).
Delivered a trend-setter market report surfacing a unique, mid-pandemic perspective from key industry players across the globe.

Key takeaway

Don't underestimate the power of a deadline. It keeps you and your team focused, organized, efficient, productive.

2020 - 2021

MSCI Inc.

Marketing Project Owner

3 months

agency / internal multimedia producer

Business Objective

Engage with the global asset owner / institutional investor segment through video conversations on trending industry topics.

Main Project Steps

Identified potential interview guests from all regions.
Organized recording and video production.
Planned, managed and followed up on the launch campaign (web, social media, internal comms, etc.).

Success

Overwhelmingly positive feedback from the relevant business unit and the company's senior management.
Sales organization appreciated a very timely new addition to our marketing collateral pallet for this niche segment.

Key Takeaway

Choose your battles (and projects) wisely. Sometimes a small project can make a big impact, and less effort can result in higher appreciation.