Case Study
Unlocking Success: How ASX Transformed Adviser Engagement
Integration with CRM (Salesforce) and Tableau CRM (CRM Analytics)
300%
increase in adviser details
200%
increase in event attendance rates
Overview
Industry: Australian Financial Markets
Specialisation: Securities Exchange
Service: Adviser Data Solution (Nightingale) | Market Education Targeting
Installed: 2017
The Australian Securities Exchange (ASX) is one of the largest financial market operators in the world, playing a critical role in Australia’s economy. ASX hosts over 2,200 listed companies and 300+ Exchange Traded Funds. Its key services span listing, trading, clearing, settlement and information services for the Australian financial market. Given ASX’s broad influence, having clear, efficient communication with the adviser community is paramount for delivering effective market education and fostering understanding of securities and products traded on the exchange.
“Adviser Ratings has revolutionised how we engage with the adviser community. The ability to target specific cohorts for our market education events has doubled our attendance rates and materially improved our communication with advisers. With Adviser Ratings seamlessly integrated into our Salesforce instance, our teams can confidently rely on the data to make strategic decisions and execute marketing plans. Their service levels and adviser data insights are second to none.”
Andy Campion
GM Investment Products and Strategy,
ASX
The Challenge:
ASX found itself struggling with outdated and incomplete adviser data. The lack of accurate data made it difficult to reach a large adviser audience for broad communication, as well as segment and target the right advisers for its face-to-face education programs. The limited insights into adviser behaviour and sentiment meant ASX couldn’t customise its outreach. ASX needed a comprehensive data solution to bridge these gaps efficiently and effectively, enabling larger reach and a more personalised dialogue with the adviser community to enhance the value of its educational activities.
The Solution:
Adviser Ratings’ comprehensive adviser data solution was introduced to provide ASX with detailed insights into an advisers’ profile. This enabled ASX to accurately segment and target advisers for its market education initiatives. Adviser Ratings’ rigorous data collection methods, compliance with industry standards, and deep understanding of the adviser market made it the ideal partner for ASX. The data was seamlessly integrated into ASX’s Salesforce CRM and Tableau CRM (CRM Analytics), ensuring the sales, marketing, and leadership teams have access to actionable insights.
The Result
Since implementing Adviser Ratings’ data solution, ASX has been able to personalise and target adviser cohorts with precision for its market education initiatives. Furthermore, the integration into Salesforce has streamlined internal workflows, allowing ASX to track engagement metrics and event effectiveness. Adviser Ratings’ continual innovation in the data space has materially improved the efficiency and effectiveness of the marketing and sales teams and helped foster deeper engagement with the adviser community.
