We have worked with LSEG since June 2018. At the time, the client was called Thomson Reuters, globally recognised in the B2b finance space. Soon after our onboarding, Thomson Reuters: Finance & Risk rebranded to Refinitiv, which has subsequently been acquired by the London Stock Exchange Group (LSEG for short). In its current iteration, we advertise in over 74 countries in 7 languages for LSEG, liaising with the global team based in London, as well as country teams for localised campaign support. In the 6 years of management so far, we have become fully integrated with LSEG’s digital team, acting as a true extension of their internal team, built on mutual trust and expertise.
Challenge
The two significant rebranding efforts from Thomson Reuters to Refinitiv, and Refinitiv to London Stock Exchange Group, posed challenges from a media POV; prospective businesses were familiar with the old, so how do we maintain and build upon previous success with all new names, websites and messaging?
Discovery
With the site migration from Thomson Reuters to Refinitiv, we knew that branded search queries for the new brand would be minimal. Additionally, we would need to find a way to continue leveraging the Thomson Reuters name, in order to prevent significant lead drop off within existing markets (primarily the UK & US). Beyond these core markets, we knew we would have to take an aggressive international expansion approach to drive incremental lead growth globally at an acceptable Cost Per Lead to the business.
Hypothesis
Brand search volumes were going to decrease, especially from Thomson Reuters to Refinitiv (the latter being an unknown entity at the time). As such, we would need to educate users of this rebrand by continuing to bid on the older brand name
New paid search specific landing pages for top products were going to be key from a conversion rate POV, and would help offset some of the performance challenges of the rebrands.
With the planned geographic expansion, consistent lead quality feedback will be key to control spam rates at a country level, and we will need to fluidly allocate budget according to lead quality.
Deployment
TMI used the rebranding of Thomson Reuters to Refinitiv as an opportunity to clean up the muddled account structures of the previous agency, as well as work with the client to create custom product landing pages, which were previously not being used. These PPC specific landing pages had a two fold benefit: they educated the prospect on Refinitiv being the successor to Thomson Reuters: Finance and Risk, but also gave us the ability to much more accurately guide users to pages relevant to their needs, based on the search query. Lastly, in order to meet the ambitious lead targets set by the client, we drove a geographical expansion, from 36 to 74 countries, contributing to incremental lead volumes.
Results
- B2B Lead Volume:
Reduced from over $800 (Month 1) to under $300 (Month 6)
→ Target overachievement: +56% - Leads Generated:
Increased from 250 (Month 1) to 1,600+ (Month 6)
→ Cost per lead reduction: -120% - Conversion Rate:
Improved 3x following the launch of new PPC landing pages - Performance Efficiency:
Enhanced overall effectiveness, enabling an 84% budget increase for Paid Search
+56%
Above lead volume targe
-120%
Cost per lead reduction
+84%
Increase in budget
3x
CVR improvement
