THOMSON REUTERS Case Study

‘Flexible Solutions for Hedge Funds’ campaign

Andrew Kenward – Client Director

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VIDEO INTRODUCTION

• Our Clients situation & objectives

• The 3 stage solution

• Value delivered

SITUATION – SOLUTION – VALUE DELIVERED

• In 2008 sales to Hedge Fund industry slowed down due to the financial crisis

• Many specialists left the business

• In 2010 Thomson Reuters improved their offering

• Hedge Fund companies have very knowledgeable and demanding buyers

THOMSON REUTERS SITUATION

• Mobilise Sales to call on Hedge Funds again

• Raise buyers awareness of the breadth of solutions

• Develop market segmentation

• Enable sales to clearly articulate how they deliver value through joined up solution propositions with highly targeted messages based on specific challenges

• Creation of marketing and sales support materials

CLIENTS OBJECTIVES

• Market context – the current market themes and events that are driving hedge funds to change and invest.

• Buyer insights – who the target segments and decision makers are for the proposition and their characteristics.

• Business challenges – the business issues that will drive demand for this proposition and how hedge funds see the associated pain or opportunity.

• Our proposition – the TR capabilities that go together to create this proposition.

• Value propositions – how TR delivers value to the different segments and decision makers.

• Differentiation – compelling reasons for customers to choose TR over the competition.

STAGE 1 – PROPOSITION AND MESSAGE DEVELOPMENT

Hedge Fund Brochure – setting out the overall TR proposition for the hedge fund industry, articulated around the key components of workflow.

Investment Approach Factsheets – articulating the TR proposition for hedge funds running a particular investment approach.

Sales Guides – in-depth guides for sales people setting out the alternative investment industry landscape, current market themes and drivers, how the market is segmented (size of firm, number of years in operation, investment approach etc), the key decision makers and the business challenges they face, the available TR solutions, how they deliver value, and reasons to choose TR

Smart Discovery Guides – interactive tools that enable account managers to get up to speed quickly with the decision makers to target, the business challenges they are likely to face, the questions to ask, and the TR solutions to position with them.

To view the marketing materials visit www.thomsonreuters.com - search for ‘hedge funds’.

STAGE 2 – MARKETING AND SALES SUPPORT MATERIALS

STAGE 2 – MARKETING AND SALES SUPPORT MATERIALS

POWERsession® – multimedia driven workshop to equip, motivate, and mobilise sales around the new opportunities they have with hedge funds. POWERsessions® are led by local sales managers who receive a complete multimedia package including an interactive onscreen presentation, supporting presenter-led video, video interviews with key stakeholders, team activities, and a simple yet comprehensive leader guide to run the session.

STAGE 3 – SALES ENGAGEMENT

The objectives of the POWERsession® included:

• Familiarisation with the alternative investment industry landscape plus current market themes and drivers

• Introduction to the way TR is segmenting the market – size of firm, investment approach etc.

• High level understanding of the typical workflow in different types of hedge fund and the business challenges they face

• Overview of the TR solutions

• Hands on experience with the range of supporting sales kit materials

• Initial development of a ‘heat map’ for a real account

STAGE 3 – SALES ENGAGEMENT

• Fast, cost effective engagement with multiple proposition stakeholders

• Messages that truly resonate with customers

• Marketing materials that engage and inform

• Simultaneous roll-out to distributed sales teams

• Strong buy-in and commitment from local sales managers

VALUE DELIVERED

“ This approach enabled us finally to crack the problem of engaging with a huge range of people across the company to develop a consistent and powerful set of messages for hedge funds – and then get real engagement with the sales teams.”

Michael Shires

Global Head of Propositions, Hedge Fund Solutions

CLIENT TESTIMONIAL

In the first quarter of 2011, following the setting up of the new Hedge Funds team and the roll-out of the campaign, more than 10 major sale opportunities were generated with annual revenue potential of over US $2 Million, delivering an initial 800% return on investment.

RESULTS

THOMSON REUTERS Case Study

‘Flexible Solutions for Hedge Funds’ campaign