SNL Financial is the premier multisector-focused information and research firm in the financial information marketplace. Its online tools are timely, sophisticated and comprehensive. But those attributes did not apply to SNL’s own corporate marketing site until Lippincott helped out.
Well known and respected for the financial information it provides on the banking, specialized financial services, insurance, real estate, energy and media/communications industries, SNL Financial wanted to prove that it could offer the same rigorous approach and rich levels of information to other industry sectors. One challenge was figuring out how much proprietary data to give away to prove the point without devaluing its offerings by equating itself with providers of readily available public information.
Working with the marketing principals at SNL Financial, Lippincott devised a tiered online approach for engaging potential subscribers, allowing them to get more of a taste of available data in exchange for more information about themselves and their companies, all with the goal of driving more efficient and customized sales calls and developing more compelling pricing offers.
The Web marketing design combines an editorial structure with a refined interpretation of a typical financial data portal, presenting concentrated, right-to-the-point content to an analyst population accustomed to dense information.
We exploited SNL Financial’s own strengths—distilling value from data and displaying it efficiently—to help the company present its products and promote itself on the Web. The SNL site was named one of STEP Magazine’s “Best of the Web” for 2007.