+ Point of view

GDPR – a journey around a data issue

Written by Edward Stevenson

Challenger Banks are not the only worry for the High Street banking juggernauts, who are shedding customers, branches and staff. With more than 40 regulations introduced in the Financial Services industry since the 2008 financial crisis, Compliance and IT teams in larger banks have been competing against time to deliver effective compliance reporting data.

Cutting through and reaching core banking influencers was no easy task. Therefore, a traditional email, PR or social campaign was not going to directly generate leads. Delphix needed content which was exciting to read to gain credibility for its point of view and a customer journey which was easy to measure. For both Positive and Delphix this was uncharted territory, both had to take risks to make it work.

Delphix needed industry specific information to support its sales lead generation efforts in European, Middle East and African banks. To align Delphix’s proposition with the key issues of compliance in the FS industry, Positive Marketing created and executed a modern integrated account-based marketing campaign covering research, email, social content and PR.

This survey focused particularly on the use of legacy technology for compliance reporting and the struggles many have to get those systems fit for reporting. This core pain point was accurate, as it troubled many banks who were using a mix of old and new technology to source, test and submit data to the regulator.
Delphix specified it only wanted to generate leads within EMEA banks with the following job titles; Head of Compliance/Risk, CIO, Line of Business Owner and Head of Quality Assurance / Testing. Combining social listening techniques with lead generation platforms, Positive Marketing identified every incumbent of each job title within Delphix’s target list of banks.

Underpinned with fresh market insight from the survey, Positive Marketing suggested compliance in the FS space was like a ‘car journey’ using the Highway Code theme throughout the resulting 16-page eBook. This Highway Code concept had the benefit of being both easily recognisable throughout EMEA.
Once the core eBook asset was created, it was atomised into three sections; each highlighted a data pain point faced by EMEA banks when it came to compliance. These pain points were; data security, data delivery and data testing. For each section Positive Marketing created hyper-shareable content that was then promoted by Delphix through digital and social channels.

Positive Marketing used its graphic design skills to create advertising banners for the eBook, used across Delphix’ owned media channels. The exercise proved, with real numbers how a very targeted Account-Based approach, with strong content is the way forward. Now the journey continues, albeit this time with valuable lessons learnt and less uncertainty.

For PR, Positive Marketing advised Delphix’s agency of record on the press release created for the launch of the eBook and market survey results. For the content, Positive Marketing worked with Delphix to agree powerful messaging, sharp visuals and engagement with specific influencers. This sector of the Financial Services industry had seen nothing like this before from a technology vendor.

Set a target of generating 150 net new leads within five months, this campaign had to deliver awareness, create a long-lasting sales asset and deliver actual sales pipeline. After just three months, Positive Marketing’s ‘Road to Compliance’ campaign generated over 200 leads including technology and compliance executives at ING, HSBC, Bank of Ireland and Santander.

As importantly, Positive Marketing empowered Delphix to hammer home the importance of Data Masking and Virtualisation, positioning their sales teams to explain how, when applied appropriately, a bank can use their data to supercharge reporting with pinpoint accuracy.