Introduction

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. This is a multi-billion dollar industry that relies on relationship-building and partnering with high net worth investors.

Projects

Relationships are built through the annual Malaysia Bid Round (MBR), which is held in physical convention and exhibition centres. However, due to the pandemic the event needed to be held online. The biggest challenge was in raising awareness on MBR 2021 in a saturated, online crowd, and drawing big-time oil & gas players to its microsite.

We adopted a novel approach by focusing on niche B2B online marketing, and a micro moments-based account-based marketing tactic which casts a wider net to target more potential investors online while providing an improved engagement experience. By studying their online behaviours and micro moments, we were able to create a hyper personalised content experience that was contextual to the various stages of the user in their oil & gas journey.

We created awareness by focusing on being top of mind recall based brand as well as vertical specific content. We provided education by engaging with personalised technical webinars, country branding and other technical oil & gas content. Conversions were driven through a mix of Google search, Bing together with LinkedIn traffic campaigns. Content was shared across three focused channels where potential investors would engage the most, such as LinkedIn, Bing and Google. Through extensive data analysis, we identified the relevant Oil & Gas accounts on LinkedIn and engaged with them digitally to facilitate conversions.

Results

This attribution model that combined micro moments, hyper personalised content, focused search and LinkedIn channel strategy helped us achieve phenomenal success.