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Tag: Digital Experiences

FIS case study: Hyper-targeted 1: Few campaign creates “More Than” a feeling

FIS case study:
Hyper-targeted 1:Few campaign creates “More Than” a feeling

With the acquisition of payment processing company Worldpay, FinTech leader FIS had more to offer its customers than ever before. Problem was, the new Worldpay client base didn’t know about all the additional solutions FIS could bring to the table. Here’s how Marketbridge and FIS launched a highly targeted 1:Few ABM campaign that built awareness and drove action with key accounts.

A mission to change perceptions

For B2B retailers across the United States and around the world, 2020 was anything but business as usual. Facing significant and increasing complexity in achieving their goals—under the shadow of a global pandemic, no less—even some of the largest merchants have had to pivot, adapt and reinvent to stay in the game.

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The plan takes shape

Working with Marketbridge, FIS launched a highly targeted 1:Few ABM campaign aimed at raising awareness, changing perceptions and building relationships with senior decision makers at 13 existing top accounts, including many of the biggest companies in the U.S. retail sector. We started by assessing the state of existing company/contact data across key titles and target audiences and mapped value propositions for each of our 13 accounts. Data gaps were identified and filled. Personas added depth and a human lens. 

Account-customized creative connects and inspires

The lead creative was simple, smart and salient—and highly personalized by account. Through catchy, alliterative headlines, account-customized illustrations and brand colors that hailed the account without specifically naming it (at least at first!), the concept spoke to the power of reinvention for accelerated business success.

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Early engagement sends strong signals

After only a few months in-market, this hyper-targeted campaign has delivered over 3.5M impressions and generated 10,000+ clicks—all from key decision makers at top-priority accounts. What’s more, all ad units are outperforming industry benchmarks, a testament to the power of such unique account-based personalization.

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accounts targeted

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“This campaign has set the bar high for future FIS ABM 1:Few programs. 
The “More Than” concept provided a strong creative foundation to engage accounts 
in a highly personalized and scalable way. And that’s what best-in-breed ABM is all about.”

— Christina Handy
| VP, Account-Based Marketing, FIS

Bitrise case study: Buckle up for a really good campaign story

Bitrise case study: Buckle up for a really good campaign story

Following a recent round of Series C funding, Bitrise—the world’s first and only Mobile DevOps company—needed to build mindshare and market share…and fast. To do it, they needed to convince tech leaders and their development teams at big financial institutions that when it comes to creating extraordinary app experiences, the best things in life aren’t free.

Making the case for mobile-first

Mobile has made huge leaps forward in the past couple of years. To stay relevant and competitive, organizations that jockey for consumer attention and membership, like banks and insurance firms, have to go all-in on apps. At the same time, developing for mobile has become infinitely more complex, and legacy approaches simply can’t cut it in a mobile-first world. Free, open-source platforms—the kind traditional web experiences are built on—were never made for mobile. And it shows, manifesting on the back end as sluggish builds, bottlenecks and a ton of manual (read: risk-laden) work.

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We needed to shift
the mental model

Bitrise had a strong product offering and an exciting brand. But to drive awareness and consideration, we needed to shift the mental model and convince tech leaders that investing in a Mobile DevOps platform and retooling their development protocols is better than having a mobile-first competitor snatch your customer base.

Selecting and segmenting for campaign success

Leveraging the predictive intelligence capabilities of ABM platform 6sense, Bitrise identified ~200 accounts in the financial services space that fit their ICP and showed a strong likelihood to purchase a solution like theirs. Marketbridge validated the account selection and acquired contacts to fill coverage gaps across the buying committee through sales intelligence platform SalesIntel. We segmented the audience into two groups—Practitioners (the DevOps doers) and Tech Leaders (the budget-holders), creating unique messaging and mapping content that would resonate with each audience’s motivations, challenges and goals.

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Creative unites agility and security (Yes, really!)

The Bitrise brand is playful, confident and attention-getting. To amplify it for ABM, we needed to inject relevance for a finance audience whose main objective is maximizing app experience while minimizing risk. “Buckle up with Bitrise” became our rally cry, suggesting a sense of security but also an impending takeoff.

Our creative big idea focused on the elements of Bitrise’s platform that resonated strongest with our financial audience: the increased speed of development it offers teams and the comprehensive security features built into the platform.

The GTM play gets personal(ized)

The program kicked off with a “Surround & Nurture” play designed to capture attention and raise awareness. Channels and tactics included account-targeted media (display, native and social) and marketing-led emails that Marketbridge helped implement and deploy across their martech tools and platforms.

The most highly engaged accounts coming out of the “Surround & Nurture” play were funneled to a more highly personalized “Engage & Connect” outbound play focused on generating interest and engagement. Following outbound tactics, contact engagement was evaluated in Marketo using 6sense data and routed to Sales to begin an Outreach email sequence—which was automated on behalf of Sales.

The head-snap moment: account-personalized benchmark experience

Downstream in the “Engage & Connect” play, we directed contacts to a customized digital experience built and hosted in Marketo. Visually, the page was personalized with the account’s logo and name. But that wasn’t the exciting bit. Drawing on data from competitive intelligence platform Apptopia, we benchmarked the account’s mobile app performance against competitors across three key predictors of app store success. For some, the benchmark results were validating; for most, they were a wake-up call.

Buckle up for big results

The program saw wide reach and deep engagement across targeted accounts, and we added hundreds of new contacts into Bitrise’s marketable database for future campaigns. Additionally, we drove impact in buyer journey progression. Using 6sense to benchmark and track pre- and post-campaign buying journey stage movement, we pushed a third of accounts forward 1+ buying stage and grew accounts in Decision and Purchase by 44%. The campaign has gained traction in B2B awards circles as well. “Buckle up with Bitrise” was a finalist in the 2023 B2B Marketing Elevation Awards for Best Account-Based Marketing Program.

The team attributes campaign success to two key factors:

A highly automated campaign

That leveraged a strategic martech stack to deploy and coordinate the cross-channel experience at scale, reducing manual monitoring and management.

Meaningful use of personalization

Across the creative touchpoints, which helped the work stand out and sink in.

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Accounts moved forward 1+ buying stage

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Growth in decision
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Leads acquired vs. Target

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engagement

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New contacts added to database

“The level of personalization and automation [Marketbridge] brought to 
this campaign made all the difference. It up-leveled our execution to get 
our message in front of the right eyeballs.”

– Marketing leader | Bitrise

Graebel case study: An interactive DEI journey inspires next-level outcomes

Graebel case study: An interactive DEI journey inspires next-level outcomes

Diversity, equity and inclusion (DEI) has become an important part of many corporate agendas. Graebel knew that its experts could provide strategic recommendations and support to clients wherever they are on their DEI journey. But first, mobility leaders would need to recognize that they could be a catalyst for transformative DEI in their organizations.

Connecting the dots between global mobility and DEI

Prior to launching Graebel® DEI Consulting Services, a first-to-market solution in this space, Graebel, a leading global relocation management company (RMC), set out to educate key audiences about the potential role of the mobility team in building diversity, equity and inclusion. An interactive digital experience called the “Next-Level DEI Journey” became a key tool to build Graebel’s subject authority and inspire a new league of DEI change makers.

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Crystalizing a strong POV

To create this asset, we started with category and competitive research, as well as interviews with subject matter experts in both mobility and DEI. Observations and insights were synthesized into a point of view report, which led to a Unique Buying Proposition® (UBP) and a set of key messages. We then crafted a tight narrative that would anchor the interactive journey and all supporting marketing materials. Boiled down to its simplest form, the beats of the DEI narrative were:

1. DEI is the right thing to do—from a cultural and business standpoint.

2. Mobility professionals are uniquely suited to unlock the potential of DEI. 

3. Graebel can help you take DEI from baseline activities to something transformative.

A next-level digital experience takes shape

Built on the interactive content platform Ceros, the experience begins by inviting users to jump into a path—Diversity, Equity or Inclusion. The user is then oriented to the journey, a spectrum of maturity in the context of global mobility.

Users explore the three stages of the journey, at each step unpacking what it means from the vantage point of the mobile employee, the mobility team and the organization. Like any great digital experience, it’s most interesting when you try it for yourself.

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Persuasion through resonance and relevance

The strategic use of motion, color, iconography and navigational cues guide the user seamlessly through the journey paths while allowing them to pop in and out fluidly. We built persuasion into the experience in multiple ways: 

Quotations in the voice of the employee establish empathy.

Statistics add evidence and credibility to fuel cross-functional buy-in.

Actionable steps make progress feel within reach.

“What I love most about the DEI experience that we created together is its utility. Our sales teams use it in relationship-building conversations. Our client teams use it to gauge readiness and build roadmaps. And it gives prospective clients another great reason to consider Graebel.” 

– Tasha Johnson, VP Global Marketing | Graebel
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