The Petronas MPM Story
Petroliam Nasional Berhad, commonly known as Petronas, is a Malaysian oil and gas company established in 1974 and wholly owned by the Government of Malaysia.
Petronas wanted to target oil and gas industry investors, especially for their upstream assets from around the world but were unable to do so due to travel restrictions and numerous other reasons. Hence they decided to make the MPM bid round completely online.
But the challenge was to attract high-net-worth individuals from various O&G organisations to sign up to the bid round via various webinars. We used a multiple set of channels, including LinkedIn, Google, and Bing, to place various types of relevant upstream content in front of these key decision-makers through direct and ABM-related placements.
From atop of the funnel perspective, we saw above-average increases in Reach, Impressions and CTRs but we also saw a record number of participants registering for the webinars, which impacted the bottom of the funnel. Some of the content on Linkedin even got highlighted within the top 10 most viewed and shared on the platform!
Oil and Gas
Persona Targeting/Account-Based Marketing
High-Net-Worth Lead Generation
Key product components
Google, Bing, LinkedIn, Proxy Marketing