Following CSC Connect – a global event for business and technology professionals in the financial services industry – CSC required a nurture campaign to target prospects and customers across key accounts within the insurance sector.

Targeting business executives, the nurture activities needed to position CSC as a thought leader and effectively nurture contacts through the delivery of relevant, high quality content appropriate to their stage in the buying cycle.

A nurture program entitled Keep Connected was developed; a microsite was designed to act as campaign hub, featuring content such as articles, resources and event details, while a series of e-newsletters enabled regular communication on key business issues and CSC solutions.To create engaging content that would hold local relevance, in-depth interviews were conducted with CSC industry experts, with the feedback used to identify suitable topics and develop the program content. Relevant information from existing CSC resources (website materials, articles, reports etc.) was also used and repurposed to build the nurture campaign content.

With a focus on encouraging interaction and conversation, customer polling questions on key business challenges were incorporated, and a blog was included to provide insightful views and expert opinions on relevant topics.

While it’s currently too early to report on the results of the nurture campaign, it is hoped the Keep Connected program will successfully engage contacts and position CSC as a thought leader in technology solutions for the insurance industry.