Canaccord Genuity

Business Owners Campaign: We were briefed to develop a cut-through, lead-generating digital campaign aimed at business owners in various stages of their business exit.

As this was a new dedicated audience target for Canaccord, we created a stand-out visual approach to bring the proposition to life and be memorable.

We worked with Canaccord’s media and SEO agencies to ensure we maintained best practice across all digital channels to support the capture of prospect data. An original gated guide supported lead generation mechanics.

We also developed the customer journey, webpage layouts and associated content to sit at each stage of the funnel. As part of this, we built a campaign landing page that prompts visitors to download the guide, with the option of interacting with ungated content to increase interest and tease the overall insight contained within the guide. This includes a short introductory video, and both written and video case studies.

Once lead gen information was supplied, prospects could then opt into an email nurture campaign, serving them campaign content appropriate to Business Owners, eventually moving them into Canaccord Wealth’s always-on comms to nurture their growing relationship.

Our strategy insights showed that 75% of people who sell their business regret doing so within 12 months, demonstrating a distinct emotional feature that transcended the financial, legal, and practical mechanics of a business sale. The sensation of losing purpose, finding themselves not ready to slow down for retirement, or unsure on how to progress their legacy with their family, is precisely what business owners need to keep in mind when they move towards a business exit or sale.

Based on the insight that business owners can potentially lose sight in the prioritisation of their own personal financial goals amidst the busy timelines of a sale, we developed the campaign proposition: DON’T LOSE YOURSELF IN YOUR BUSINESS EXIT.

It also provided Canaccord the opportunity to emphasise that their expertise focuses on the individual and position the idea that personal wealth planning is not an ‘add-on’ or ‘cross-sell’.