CONTINUING EDUCATION IN FINANCIAL SERVICES
With over 200 open enrollment courses about finance and risk and offered in markets around the world, Moodys Analytics had a great opportunity to engage financial industry professionals no matter what their individual level of experience. Using their extensive list of prospects from other parts of the business, prospects were sent an email that offered a choice of two courses considered appropriate to their level of experience and field of work. In clicking through, they arrived on a micro-site that greeted them by name, geo-located them, collected additional information about them and provided the details to the courses.
Once they were in the micro-site every click and the duration between clicks was tracked and recorded, forming the basis of future triggers to continue a relevant relationship with this person.
If they wished they could explore other courses in the syllabus including descriptions of content for all of the courses, the instructors’ backgrounds and the dates they were available. Having decided on a particular seminar, they could send all of the course material along with a request to attend to their supervisor. This allowed us to also capture that individual as another lead, and the process began with this person as well. Clicking through to the registration system, the target could register and pay for their seminar as well.