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.

Keywords:

ABM, Creative, Data Enrichment, Digital Experiences, Direct Mail, Media, Messaging, Social

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.

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.

accounts targeted

0 M

impressions served

5000 +

clicks generated

“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

Graebel case study: Proving "people first" is second to none

Throughout its 70+ year history, Graebel has maintained a reputation for authenticity and high-touch service. Its brand promise, “people-first mobility,” is true through and through. Yet, in early 2023, a key competitor was beginning to look and sound a lot like Graebel. This ABM campaign proved that a brand is more than skin deep and that Graebel’s people-first mobility promise is second to none.

Using ABM to show you’re un-copycat-able

Well beyond a logo or tagline, brand is how a company shows up in the world, how it approaches challenges and how it delivers on its promises. Graebel, a leading global relocation management company (RMC), has been uniquely living its people-first mobility belief—and brand—for decades. But lately, it seemed like everyone (including a large, key competitor) was jumping on the “customer-centric” bandwagon—and Graebel had something to say about it.

Through the ABM program, we needed to make clear that people-first mobility with Graebel is not just a surface-level claim. It’s a promise. Following a thoughtful ramp-up that included a Martech Stack Audit, ABM Readiness Assessment, Martech Roadmap and Sales and Marketing internal alignment and buy-in, we launched a 1:Few program targeting 62 accounts that had existing contracts with or were displaying intent toward this key competitor.

Keywords:

ABM, ABM Readiness Assessment, Content, Creative, Direct Mail, Martech Roadmap, Martech Stack Audit, Media, Messaging, Social, Video, Webinar

Preparing the roadmap

With multiple decision makers in the mix, we needed to fire on all cylinders—channel, content, creative and tech strategy—to differentiate Graebel and plant seeds of doubt against our competitor. Working closely with the Sales team, we identified our target accounts. We assessed the health of account and contact data in Graebel’s database leveraging Demandbase and RampedUp while also acquiring contacts using SalesIntel to ensure we adequately covered the buying syndicate.

To maximize reach and engagement, we planned online and offline touches coming from both Marketing and Sales. Content and creative would need to be clutter-busting, insightful and resonant. And martech would need to undergird everything, helping orchestrate and automate a complex program with ease.

An unwavering creative concept

With competitors evolving toward more customer-centric positioning and messaging, the apparent contrast between them and Graebel was diminishing. But people-first mobility is more than skin deep, and Graebel had a set of values and ways of conducting business that were 100% un-copycat-able. Our creative needed to affirm our strengths and challenge assumptions without slinging mud at competitors—because that would be so un-Graebel.

The resulting concept was undeniably on brand but with a proud and polished swagger. The campaign headline that anchored all creative assets (“Often imitated. Never duplicated.”) made clear that while others may waffle or overpromise, Graebel maintains an unwavering focus on people-first mobility.

A people-first program

We developed an ambitious, multi-channel, multi-touch campaign that spanned three phases over several months.

Aware

The Awareness phase was about getting on the radar and planting seeds of doubt. Through email (deployed via Pardot), content syndication and LinkedIn, educational content on global mobility trends and creating exceptional relocation experiences took center stage.

Engage

The Engage phase was all about nurturing the relationship. Inbound activity through personalized Demandbase display banners and LinkedIn paid social drew audiences into the campaign story, while outbound email linking to Uberflip-hosted landing pages sent key messages out. A Drift custom chatbot encouraged direct Sales outreach.

The nexus of activity was an industry expert-led, Zoom-hosted webinar. Contacts were sent a personalized direct mail gift that invited them to attend an insightful discussion on the criticality of people-first mobility—and how to begin making the switch if they’re dissatisfied with their current RMC. By integrating Zoom with Pardot, we were able to then surround registrants and attendees to the webinar with Sales and Marketing reminder emails and branded follow-up content.

Connect

The Connect phase aimed to secure Sales conversations with highly engaged contacts. Sales took the lead by sending a personalized video via Drift and LinkedIn InMail. Marketing emails supported the program with bottom-of-funnel, credibility-building content.

An ABM victory

Within three months, we achieved 98.4% account engagement and 36% conversion through new contact information acquisition. What’s more, as a direct result of the ABM campaign, active sales opportunities, representing millions in potential revenue, are in motion. By staying true to their brand and following foundational ABM practices like smart targeting, savvy orchestration and strong creative, Graebel proved that “people-first mobility” belonged to them and them alone.

0 %

Accounts reached

0 k

Net-new contacts acquired

0 %

Account engagement

0 %

Account conversion

$MM

In Pipeline

“We’ve been on a journey to experiment with ABM.  
Working on this campaign with the Marketbridge team has validated how powerful account-based can be as a GTM motion, when done right. It was a really big deal for us, and I couldn’t be more thrilled with what we’ve achieved together.”

– VP, Global Marketing | Graebel

Tag: Direct Mail

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

A mission to change perceptions

The plan takes shape

Account-customized creative connects and inspires

Early engagement sends strong signals

Graebel case study: Proving "people first" is second to none

Using ABM to show you’re un-copycat-able

Preparing the roadmap

An unwavering creative concept

A people-first program

We developed an ambitious, multi-channel, multi-touch campaign that spanned three phases over several months.

An ABM victory

Company

Solutions

Industries

Work

Insights

Contact

Locations

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

A mission to change perceptions

The plan takes shape

Account-customized creative connects and inspires

Early engagement sends strong signals

Graebel case study: Proving "people first" is second to none

Using ABM to show you’re un-copycat-able

Preparing the roadmap

An unwavering creative concept

A people-first program

We developed an ambitious, multi-channel, multi-touch campaign that spanned three phases over several months.

An ABM victory

Locations

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