Industry: Financial Services

Whether operating on a global or regional scale, financial services organizations—banks, fintechs, investment firms, retirement and insurance organizations—face intense headwinds. Navigating economic uncertainty driven by geo-political events and government measures, many firms adopt a conservative stance in an effort to mitigate risk and guard against instability.

And yet, customers and members expect fast and seamless omni-channel experiences. Agile and niche market entrants with crisp value props and digital-first strategies threaten mind and market share for incumbents, capitalizing on consumers’ hunger for e-commerce-like experiences. And while many firms have made strides in their digital transformation efforts, financial services continues to lag behind other industries, burdened by siloed operations, cumbersome legacy infrastructures and long-standing vendor contracts.

Marketbridge helps growth leaders in financial services organizations accelerate performance while continuing to build future-ready foundations. We identify and chart new paths to profitable growth, amplify results through Sales and Marketing collaborations, optimize operational performance and develop customer-centric experiences that heighten awareness and drive acquisition, retention and loyalty. All to deliver a growth engine that’s resilient across economic cycles.

Enabling marketing innovation in highly regulated industries

Ideate, develop, test, and analyze significant marketing concepts

Within any large enterprise, there are challenges with constrained budgets, implausible timelines, capacity issues, and misaligned priorities. Marketers in highly regulated industries, like financial services, face additional hurdles due to strict regulatory requirements. Operating under conservative guidance from internal legal and compliance teams, it is often easier to negotiate strategically placed “may’s” than rocking the boat with something new and different. But this safe, historical approach does not easily facilitate experimentation with new ideas that can help accomplish more ambitious growth goals.

This whitepaper explores the concept of an Innovation Lab, a dedicated platform where new, potentially significant marketing concepts and approaches are ideated and evaluated—then quickly developed, tested, analyzed, and quantified for expansion at scale (or killed).

Download now to learn how you can create a lab that facilitates out-of-the-box ideation, and rapid test-and-learn cycles to evolve your company’s portfolio of strategies and advance your marketing maturity.

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Whitepaper

Enabling marketing innovation in highly regulated industries

Organizations struggle with the intricacies of modern marketing technology, notably traditional Customer Data Platforms (CDPs). Despite a solid 67% adoption rate, Gartner's findings reveal a striking reality: only a mere 17% report high utilization. Explore the benefits of developing and maintaining owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based Customer Data Platforms (CDPs).

Growth Strategy, Operational Optimization

Research

The impact of AI on go-to-market strategies, programs, and investments

Engagement Design

Whitepaper

Accelerate growth through test-and-learn marketing culture

Marketing Effectiveneness, Marketing Planning

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.

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

A major rebrand for a consulting giant

In a crowded consulting space dominated by the Big 4, Guidehouse—one of the world’s largest consulting firms—needed branding and messaging that stood out from competitors and demonstrated its ability to help clients take on the toughest challenges at scale.

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A new look,
launch and collateral

Its new tagline, Outwit Complexity, was based on Guidehouse’s unique expertise at problem-solving. The tagline served as inspiration for a brand-new visual treatment that used stylized topographical maps as a metaphor for the way Guidehouse enables its clients to navigate safely through any challenge. The generous use of white space, dramatic imagery, clean typography and distinctive color palette all combined to give Guidehouse a unique look and feel that set it apart from competitors.

Keywords:

Brand Language Creative Digital Media Messaging Visual Identity Web Development

An evolved
web identity

The homepage is the primary venue for telling the Guidehouse story, so we carried the new look and feel to its website by leveraging the new design elements and reinforcing the core message.

A cross-channel rollout

In grand style, we launched static and video-based takeover ads on publications like The Wall Street Journal and Bloomberg, as well as more targeted campaigns to some of Guidehouse’s key verticals and audiences. Presentations, white papers and other collateral were rebranded to tell a consistent and compelling Guidehouse story.

Industry: Financial Services

Enabling marketing innovation in highly regulated industries

Enabling marketing innovation in highly regulated industries

Ideate, develop, test, and analyze significant marketing concepts

Thank you for Downloading

Subscribe to Marketbridge Updates

What’s Next?

Enabling marketing innovation in highly regulated industries

The impact of AI on go-to-market strategies, programs, and investments

Accelerate growth through test-and-learn marketing culture

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

A major rebrand for a consulting giant

A major rebrand for a consulting giant

A new look,
launch and collateral

An evolved
web identity

A cross-channel rollout

Company

Solutions

Industries

Work

Insights

Contact

Locations

Ideate, develop, test, and analyze significant marketing concepts

Thank you for Downloading

Subscribe to Marketbridge Updates

What’s Next?

Enabling marketing innovation in highly regulated industries

The impact of AI on go-to-market strategies, programs, and investments

Accelerate growth through test-and-learn marketing culture

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

A major rebrand for a consulting giant

A new look, launch and collateral

An evolved web identity

A cross-channel rollout

Locations

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

A new look,
launch and collateral

An evolved
web identity