Aims.
What were LSEG looking to achieve?
The (London Stock Exchange Group) LSEG approached the A-Team Group for help with raising the profile of its AI initiatives in its Trading operating business. LSEG wanted to highlight the interoperability and personalisation improvements made possible by adding artificial intelligence to trader work flows, allowing dealers to easily access LSEG market information and electronic trading platforms.
With a dominant position in both data and trading within the global foreign exchange markets, LSEG was keen to educate its current client base on the benefits they could expect from AI while generating commercial interest from decision-makers within the FX segment.
What did they do?
White Paper
Working with key subject matter experts within LSEG’s Trading division, we developed a white paper report that identified the points of weakness within traders’ current work flows due to the large number of data sources and applications they use, and explained how LSEG’s use of AI can help streamline workflows and improve overall service and efficiency levels. In particular, we showed how AI can bring interoperability between multiple trading applications and help discover new sources of intelligence and analysis to give traders an edge in the highly competitive FX markets. Finally, we incorporated a Trader’s Diary section that gave a walkthrough of how LSEG systems can boost productivity and profitability.
Dedicated Webinar
Based on the issues raised and key messages from the white paper, we hosted a dedicated webinar discussion with two of LSEG’s senior SMEs, one of whom had recently joined from a major institutional investment firm. Leveraging the dynamic this afforded, we were able to tease out the pain points facing financial firms with respect to their trading workflows, and offer up solutions based on the capabilities LSEG can provide in front of a sizeable live webinar audience.
Lead Generation
Thanks to A-Team Group’s content marketing capabilities, LSEG was able not only to raise visibility of its new offerings in the foreign exchange markets but also generate lists of potential sales leads from both the white paper and the webinar. As a result, we were able to provide contact details for almost 500 warm prospects for follow-up by LSEG sales teams. LSEG were also able to incorporate content from both activities into their own social media programs to further enhance visibility and boost lead generation.
How did they do?
Client Feedback:
“One of the easiest experiences we have had working with a third-party on content. We are delighted with the quality of the white paper and the team made the whole process seamless.”
