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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.

A new golden age for employee benefits

A new golden age for employee benefits

Will group go-to-market finally enter the modern era?

The $1.5 trillion employee benefits market is entering a new era. Historically defined by complexity, manual processes, and stagnant innovation, the ecosystem is now on the verge of transformation. Data accessibility is improving, digital-native leaders are stepping up, and AI has finally reached a level of maturity that can untangle administrative and go-to-market challenges.

But this shift won’t happen automatically. To win in this new golden age, carriers, financial product companies, and brokers must reimagine how they market, sell, and deliver benefits — breaking down silos, elevating brand trust, and using technology with intention. This paper explores how leaders can seize this once-in-a-decade opportunity and modernize for growth.

In this paper we cover:

  • The forces reshaping the benefits market: Why deeper digital integration, AI, and new leadership mindsets are creating real momentum.
  • Making go-to-market technical and analytical: Why tomorrow’s marketers must blend analysis, data expertise, and systems thinking to thrive in a complex, regulated space.
  • Breaking through the noise with brand trust: How carriers and brokers can differentiate beyond price and product.
  • Using AI with intention: How leaders can drive efficiency without sacrificing clarity, empathy, or compliance.
  • Removing friction across channels: Why streamlining complex, multi-layered distribution models will improve agility and reduce costs.

Access the paper for five bold moves benefits leaders must make to shape the next decade.

View the whitepaper now

What’s next?

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Inside BioCatch’s ABX strategy that targets the world’s largest banks

Posted on by Marketbridge

Challenge: Not enough data

BioCatch is a world-renowned leader in financial crime prevention powered by behavior biometric intelligence, which uses advanced analysis of a user’s physical and cognitive behavior to help banks protect consumers and their assets from fraud and cyberattacks. 

BioCatch’s marketing team faced a familiar challenge: a lack of actionable data. This made it difficult to effectively connect with their ideal audience using personalized, relevant messaging.

“We didn’t want to be on an ad platform where we were wasting even a penny showing ads to people who didn’t care or were not within our ICP,” said Jonathan Daly, CMO of BioCatch.

Past campaigns leaned on more traditional marketing tactics, often generating leads that didn’t align with their ideal customer profile (ICP). Without a way to clearly understand buying signals and real-time intent, resources were being drained without measurable ROI.

Solution: Implementing 6sense

To address this, we helped BioCatch implement 6sense and build out an ABX strategy to use this data.

Our team designed a series of one-to-few and one-to-many campaigns, integrated a multi-touch framework, and established a robust reporting framework for tracking full-funnel performance.

We began by refining their ICPs and deploying 6sense’s Predictive Analytics to continuously optimize messaging based on customer behaviors and buying signals. This AI-driven capability provided visibility into where accounts were in their journey, enabling BioCatch to prioritize high-potential prospects.

6sense’s Intent Scoring added another layer of precision, giving the team the data they needed to focus efforts on the accounts most likely to convert based on prior engagement trends.

Outcome: A wildly successful pilot campaign

We rolled out a pilot initiative with a bold target: engage 553 global banks that had shown little to no previous interest, and move at least 60 into the active sales pipeline—all through an Account-Based Experience (ABX) strategy.

Using 6sense, we developed over 200 unique audience segments and ran personalized one-to-one, one-to-few, and one-to-many campaigns.

Over the course of six months, we launched highly tailored landing pages, ran full-funnel, multi-channel campaigns across 6sense Display Ads, LinkedIn, and Google, and synced our messaging to match where each account was in the buying cycle.

In total, we created over 450 creative assets and built over 10 landing pages. And after six months, the results were:  

  • 5x increase in accounts in active pipeline stage  
  • 6% of the full target account list moved into the pipeline stage since March  
  • 63% increase in accounts in active engagement stage  

This initiative marked a turning point for BioCatch’s marketing strategy—transforming their approach from broad and traditional to data-driven and precision-targeted. By leveraging the power of 6sense and a deeply segmented ABX framework, BioCatch was able to focus its efforts where it mattered most, align closely with buyer intent, and drive measurable pipeline impact at scale. The success of this pilot not only proved the value of intent data and predictive insights but also laid a strong foundation for future growth.

Enabling marketing innovation in highly regulated industries

Enabling marketing innovation in highly regulated industries

enabling marketing innovation

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.

View the whitepaper now

What’s next?

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

FIS: 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.

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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impressions served

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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

Guidehouse: A major rebrand for a consulting giant 

Guidehouse: 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.

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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.