How Moody’s Generated 4 million impressions of their KYC content

Moody's executive advocacy

15

Profiles Managed

15x

Improved Reach

63,000

Followers

4 Million

Impressions

INDUSTRY

Software

REGION

North America

COMPANY SIZE

10000+

PITCH121 HELPED WITH

Brand Visibility

Executive Advocacy

Organic Growth

About Moody’s

Moody’s, a global leader in data, intelligence and analytical tools, turned to Pitch121 to elevate the visibility of their compliance and risk management solutions. Through a tailored executive advocacy programme, Moody’s achieved over 4 million LinkedIn impressions over a 2 year period, significantly increasing both brand visibility and audience engagement.

THE PROBLEM

Following key acquisitions in the KYC (Know Your Customer) space, Moody’s needed to expand market perceptions of Moody’s as a credit ratings agency and build awareness of its solutions in compliance and third-party risk management.

With a diverse global portfolio, its corporate LinkedIn pages had to accommodate content from multiple business units aimed at various audiences. The existing audience mix—including candidates, competitors, and financial services —was only partially aligned with its risk and compliance target market. 

Moody’s needed a more focused and effective way to reach the right stakeholders and support its sales teams.

THE SOLUTION

Moody’s partnered with Pitch121 to launch a strategic LinkedIn programme centred on business leaders and Industry Practice Leads (IPLs)—the experts voicing Moody’s opinions and thought leadership in the area of risk and compliance.

By leveraging 15 personal profiles, each aligned with specific areas of expertise, Pitch121 amplified content that highlighted Moody’s compliance and third-party risk capabilities.

Through Pitch121’s “done-for-you” profile management service, each profile was optimised and consistently active on LinkedIn, driving relevant engagement.

The cross-connecting strategy further ensured key accounts were reached, significantly boosting content visibility. 

Over two years, this approach delivered 4 million impressions, putting Moody’s solutions front and centre with their target audience and creating measurable brand awareness.

After two years, posts showcasing Moody’s compliance and third-party risk management content generated over 4 million impressions. 

LinkedIn’s Organic Post Analytics revealed that the majority of viewers were from the key target accounts Pitch121 strategically connected to through the individuals’ profiles.

The campaign also led to:

  • Meetings with event delegates (One event had 20 meetings booked)
  • Increased post engagement by prospects (inc. stakeholders not previously met)
  • 200+ survey completions for research campaigns (3x their warm email responses)
  • 13 Chief Compliance Officers from Fortune 500 companies recruited for research
  • Inbox replies expressing interest in Moody’s solutions 

All these outcomes translated into valuable sales opportunities for Moody’s.

Quotes
"Pitch121 has been a trusted partner for our Executive Advocacy Programme, inspiring the entire organisation to elevate its LinkedIn presence. Their service keeps all profiles in the programme satisfied, delivering quality content and a connecting strategy that reaches our target audience. Their analytics and insights are invaluable so we can report the excellent results back to the rest of the business.  We also rely on the team that supports us to leverage new features, and understand the value of latest LinkedIn trends. I highly recommend Pitch121, their approach, and the ROI it delivers"
Christine Bailey
Christine Bailey
Senior Director & Head of Compliance and third-party risk marketing at Moodys
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Multi-Profile Strategic Approach

We provide you with accordinated approach that harnesses hte collective influence of your senior executives, not just one.
Partnering closely with your team, we leverage peer-to-peer marketing ot establish your brand as hte “obvious choice”
through a strategic LinkedIn campaign.