The Challenge
Mastercard had invested heavily in promoting its Advanced Analytics and Business Intelligence platform, yet despite multiple campaigns and partnerships with several marketing providers the business had not secured a single new organic subscription for more than three years. With internal pressure mounting, the marketing team needed to demonstrate measurable commercial impact, or risk losing further investment in the programme.
The objective extended beyond traditional lead generation. Mastercard needed a strategic partner they’re capable of educating prospective customers on the value of its analytics platform, re-engaging existing subscribers who are no longer actively using the service, and ultimately converting both audiences into long-term paying users. Every marketing activity needed to deliver measurable engagement that could be directly linked to business outcomes.
The Solution
GlobalData Marketing Solutions developed a dual-audience content and account-based marketing programme designed to address both customer retention and new business acquisition, simultaneously. For existing subscribers, we delivered personalised campaigns focused on driving platform re-engagement, encouraging dormant users to rediscover the value of Mastercard’s advanced analytics capabilities through targeted content and tailored messaging
At the same time, GlobalData Marketing Solutions launched a separate acquisition programme targeting net-new organisations that matched Mastercard’s ideal customer profile. Using data-driven thought leadership articles, downloadable whitepapers, targeted display advertising, and intelligent audience segmentation, we educated prospects throughout the buying journey while guiding them towards Mastercard’s self-service subscription platform. Every interaction was captured within the Lead Intelligence dashboard, allowing both teams to understand how prospects were progressing from awareness through to purchase.
The Results
300+ high-quality leads
2,000+ total page views
1 confirmed sale
This is just one example of how GlobalData Marketing Solutions helps organisations connect with senior decision-makers through trusted, insight-led content. Discover how we can help your organisation engage the audiences that matter most. Get in touch.