Case Study

Digital marketing contributes to the growth of BNP Paribas

Centric is the BNP Paribas’ digital banking platform that offers all of BNP Paribas’ services to its Corporate and Institutional clients worldwide. In an effort to increase customer engagement and improve the onboarding experience, the Centric marketing team turned to Marketo for solutions.


The main challenge for BNP Paribas has been to understand the needs and interests of their users and to set up and send emails and surveys easily.

It has also been difficult for them to explain all of Centric’s features to new users, while promoting services that might be useful to existing users. These services range from transactional services (cross-selling) to post-trade services (client servicing).


Open Reply supported BNP Paribas to streamline their marketing automation processes and to decommission their custom email send solution. Open Reply helped them transition to Marketo smoothly. As part of the project, Open Reply worked with BNP Paribas to launch an on-boarding series which consisted of an engagement program that served content to multiple streams based on members’ maturity levels. The requirements were quite complex and Open Reply crafted the design carefully taking into consideration any future changes that might impact the implementation later on.

The Centric team at BNP Paribas is focussed on offering existing clients the best personalised user experience when using their digital services. BNP’s Centric team also wants to boost the number of users and the range of products the users use.


By Implementing Marketo, the Centric marketing team is able to create programs and campaigns that have clearly defined KPIs and measurable successes.

They are able to send relevant content to the users and nurture them over time and convert them from Novice to Mature.

BNP Paribas


BNP Paribas is a French international banking group. It is the world's 8th largest bank by total assets, and currently operates with a presence in 77 countries. With strong roots anchored in Europe’s banking history, BNP Paribas supports its clients and employees in today’s changing world and has positioned itself as a leading bank in the Eurozone and a prominent international banking institution.


Open Reply is the Reply Group company specializing in E-commerce and Digital Experience. We work with clients who are looking to incorporate E-commerce solutions, or wanting to migrate from their current platform to something better. As well as our specialist skills in E-commerce and systems integration, we provide the digital transformation wrap that makes your customer journey a delight. Our experience is drawn from consultants working across multiple industries, platforms and cultures. Working closely with our specialist partners Liferay and Shopware, Open Reply are your tailor made solution for cutting edge services that are based on the best of breed across eCommerce, digital, web, apps and flexible platform design.