Chevron: Delo makes the choice clear

When the stakes are high—like in the industrial industry where competition is fierce and margins razor thin—there’s no room for error. Every decision impacts not only the operation but also the people it serves, from emergency responders and food haulers to cement trucks and school buses. This brand-meets-demand campaign for Chevron Delo proved to commercial fleet managers that choosing the right engine oil can not only alleviate operational pain points but deliver a business edge.

Not all oils are created equal

Choose Delo serves as a powerful wake-up call to industry professionals, reminding them that every decision counts—especially when it comes to engine protection. The message is clear: Your choice can make or break your ability to compete. With striking, moody lighting and bold imagery of real people and heavy equipment in authentic work environments, the campaign creative struck an emotional and emphatic chord.

Keywords:

Big Idea, Creative, Digital, Insight, Media, Social, Video

“This campaign was thoughtfully designed to educate fleet operators about the crucial role of engine oil while offering proven solutions to their most pressing challenges—all through the lens of their industry.”

Walt M. Collier, Americas Brand Manager for Delo engine oils and ancillary products

Calling all strategic-minded fleet managers

To bring the audience insight and big idea to life, we created a video series built specifically to hit home with the individuals tasked with keeping commercial fleets on the job, featuring a range of real-world companies that have made Delo heavy-duty engine oil part of their success. A strategic blend of cross-industry “anthemic” and vertical-specific versions ensured content would resonate well with targeted industry prospects. Then, we took it a step further.

Straight from the mouths of Delo users

Leveraging the momentum of the initial campaign, we dug even deeper, going straight to businesses who did, in fact, choose Delo. This was a unique opportunity for key decision makers at real companies to share their stories in an authentic, unfiltered way. In their own words, they revealed the challenges they faced and how transitioning to Delo transformed their operations. By adding “I” to the “Choose” Delo concept language, we spoke directly to the individuals making these choices at their own companies, tapping into the powerful emotions and business realities at stake.

Smart campaign choices pay off

Our seven Choose Delo videos outperformed industry benchmarks, achieving a CPM of $3.02 on Facebook (78% below $14 benchmark) and $20.08 on LinkedIn (49% below $40 benchmark).The impact of this success laid the groundwork for expansion with the “I Choose Delo” testimonial campaign, featuring actual industry fleet managers sharing their stories of what the Delo difference means to them.

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video views

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engagements

$ 0.1

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“We harnessed the power of authentic voices—real people who are passionate about their companies and their commitment to deliver. Sharing their unique stories in their own words connected with industry decision makers on a deeper level.”

Walt M. Collier, Americas Brand Manager for Delo engine oils and ancillary products

FLIR: (Re)staking a claim with a powerful call to adventure

FLIR, a leader in marine thermal and enhanced vision cameras, has built a renowned reputation for quality and reliability. But lower-cost alternatives were creeping in, threatening mind and market share and skewing FLIR’s brand perception. Marketbridge developed an integrated campaign blending messaging, creative development and media activation that would re-establish FLIR’s reputation as the supreme choice for serious boaters.

Going high in a race to the bottom

FLIR, a Teledyne company, has been trusted for over 30 years by first responders, commercial mariners and recreational boaters. However, a growing number of lower-cost alternatives are positioning themselves as comparable in quality, creating a race-to-the-bottom dynamic. Primary research targeting FLIR customers confirmed that video quality and reliability drive purchasing decisions, outweighing price concerns. Maintaining FLIR’s leadership meant reinforcing its performance advantages in an increasingly cost-driven market.

At the same time, FLIR faced a unique challenge: a dealer-driven sales model that limits direct consumer engagement. To sustain brand preference and influence purchases, we needed a strategy that reached and resonated with boaters despite the indirect sales approach.

Keywords:

B2B2C, Big Idea Development, Brand Insight, Content Marketing, Creative, Customer Research, Digital, Print, Sales Enablement, SEO, Social, Video

FLIR more. Fear less.

Creatively, our big idea was “Fearless,” a call to adventure that addressed boaters’ caution in low-visibility conditions while reinforcing brand recognition by aiding pronunciation. Rather than avoiding night boating or adverse weather, FLIR customers could embrace every journey with confidence, knowing they had the dependability that cheaper alternatives lack. The campaign showcased real-world use cases, emphasizing FLIR’s trusted, high-quality performance in safe navigation for mariners, law enforcement and commercial operators—reinforcing the brand’s superiority over competitors that cut costs by sacrificing reliability.

“Put that headline on a T-shirt!”

Regional Sales Manager, FLIR

An integrated campaign for a B2B2C world

Unlike direct-to-consumer brands, FLIR relies on dealers, meaning brand awareness and demand generation had to work alongside dealer enablement. The go-to-market plan combined paid and organic media to drive both end-user demand and dealer participation. Paid media included programmatic digital banners, targeted print ads and social campaigns on Facebook and Instagram, while organic efforts leveraged SEO-driven blog articles, branded video content and community engagement. CRM tools and analytics tracked performance, refined targeting and supported both dealer and consumer engagement.

Execution spanned

Digital banners and social media assets targeting high-intent audiences
Print advertising in key industry publications
Geofencing and retail media placements at West Marine and MarineMax to drive awareness and engagement at the point of sale
SEO and content optimizations on FLIR’s website and campaign landing pages to improve organic visibility and reinforce positioning

Have no fear, big results are here!

The campaign reaffirmed FLIR’s market leadership, resonating with commercial and recreational audiences while supporting dealer-driven sales conversations. By focusing on what serious boaters value most—quality, reliability and performance—FLIR reinforced its position as the top choice in marine cameras, proving that with FLIR, no boater has to fear what they can’t see.

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in-store impressions

Chevron: “Ranting” and raving about engine oil

Companies that rely on diesel engines every day have a lot of choices when it comes to the heavy-duty engine oil (HDEO) they trust to protect their equipment. On top of that, many don’t consider it a significant part of their business plan. This “rant-style” influencer campaign helped fleet managers understand the vital role engine oil plays in their operation—and presented it in a style and format that folks could really get behind.

Meeting audiences where they are

There are still misconceptions out there about the importance of engine oil and how it can hurt—or help—the bottom line of a business. With intel provided by on-the-ground sales teams, we knew that changing a maintenance practice isn’t as simple as flipping a switch, with existing contracts, long-standing vendor relationships and “that’s the way we’ve always done it” status-quo mentalities getting in the way. Consumption habit research told us we could most effectively reach our target audience on social, namely Facebook and YouTube. But to really engage with these time-starved fleet managers, we needed to do something…different.

Keywords:

Big Idea, Creative, Digital, Influencer Marketing, Insight, Media, Social, Video

“Our intentionally raw approach captured the genuine tone of real-world conversations, creating an authentic platform for our industry influencer to share actionable insights and practical information that viewers can actually use.”

Walt M. Collier, Americas Brand Manager for Delo engine oils and ancillary products

Finding our HDEO voice

We created a series of gritty, unfiltered videos featuring industry influencer Bryan Furnace, founder of the YouTube channel Diesel & Iron. He also hosts the Equipment World YouTube show The Dirt. With his experience as a heavy-equipment operator and established social presence (over 8.4M YouTube views), Bryan had the ideal combination of on-screen personality and genuine industry cred to connect with our audience.

A video series built with grit

The unpolished “rant-style” format was purpose-built for this video series, allowing Bryan to immediately capture attention with a provocative, relatable opening that cut through the noise. As an industry professional, Bryan’s delivery was both approachable and unapologetically real, like swapping stories over coffee on a job site.

Series strikes a chord on social

The video content exceeded expectations and delivered on all program objectives, dispelling myths about the business impact of equipment lubrication and bolstering Chevron’s position as an industry leader and voice of authority. The video series has consistently been among the top-performing Chevron Lubricants social content since the program’s inception.

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engagements

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National Geographic: Giving the world’s greatest storytellers a B2B platform

Most people know National Geographic. But what about National Geographic Storytellers Collective? National Geographic needed help building buzz around an entirely new (and B2B!) offering. Employing precision targeting and compelling creative, this brand-to-demand campaign drove brand and solution awareness and delivered revenue-generating results—while staying true to the National Geographic brand.

New territory for a tremendous brand

Since 1888, National Geographic Society has been leading the world with the most compelling stories about the planet and those we share it with. Given their top-tier content and unwavering brand promise, National Geographic’s brand awareness has historically been off the charts. Fast forward to 2023, when the brand began to offer storytelling workshops to help businesses and non-profit organizations develop their own storytelling skills—an initiative called National Geographic Storytellers Collective.

Led by National Geographic Explorers—the scientists, journalists, photographers and experts in their fields—these immersive, in-person workshops give teams access to the brilliant minds behind National Geographic’s content to help them develop their own compelling corporate stories. National Geographic needed help generating brand awareness for an entirely new B2B offering.

Keywords:

Big Idea Development, Creative, Digital, Media, Video

Connecting storytelling to business building

Our agenda was to close the awareness gap by showing the value that storytelling brings to businesses and non-profits that want to connect more deeply with their target audiences, drive sales and motivate donations. Our campaign objectives were to:

Increase awareness and consideration

Boost web traffic and
search volume

Drive engagement
and lead gen

“This integrated campaign not only captured the spirit of curiosity that our brand evokes but also helped tell an engaging awareness story about a new line of business that we introduced to the marketplace.”

Lisa Lytton, Vice President, National Geographic Storytellers Collective

Sage advice for corporate storytellers

The brief was clear: We needed to connect the dots between the value of storytelling and business outcomes like donations for non-profits. To do it, we leaned on National Geographic’s brand equity to cultivate a sense of adventure, intrigue and excitement around the Storytellers Collective workshops—even in the most corporate B2B contexts. We treated every touchpoint as an opportunity to tell a compelling story, intentionally crafted to cut through the B2B noise, and infused National Geographic’s storytelling prowess into every headline, caption and soundbite. This concept not only gave audiences a sense of what the Storytellers Collective offers but why storytelling matters.

Our product is our primary tactic (how meta!)

To build resonance with busy HR and C-Suite audiences at corporate and non-profit businesses, we combined the high-quality footage captured by National Geographic’s Explorers with audio and video clips from Explorer interviews.

We scripted, produced and edited four 30-second and 15-second video spots, featuring hero Explorers that teased the storytelling workshop experience. Display banners and LinkedIn paid social complemented the primary video work. To keep content fresh as the campaign progressed, we strategically timed out four additional videos to go live across our paid placements on Google and YouTube.

Tactics included:

Display banners
Paid search (Google, YouTube Video & Reels)
LinkedIn paid campaigns
OTT TV streaming video (leveraging MNTN)
Conversion-focused landing page

Storytelling works. Just ask the internet.

Between the high volume of video views and the increase in website engagements and form fills, this campaign not only made a name for the National Geographic Storytellers Collective, it drove tangible business results—to the tune of hundreds of workshop bookings.

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increase in YoY webpage visits

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vs. baseline

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video views

“We saw a notable increase in MQLs and prospects that can be attributed  to the personalized creative and demand generation marketing tactics.”

Emily Huegel, Director, National Geographic Storytellers Collective

Epiroc: Groundbreaking ABM delivers rock-solid ROI

Mining and construction companies have options when it comes to equipment and service partners. Equipment is viewed as a cost vs. an investment, and there has been little impetus to move from the status quo. Our job was to flip the script and demonstrate that Epiroc is a whole-business partner with deep expertise, innovative technology and trustworthy service that helps businesses achieve their strategic goals.

Laying foundations for success

Epiroc is a leading global manufacturer of mining and infrastructure equipment and technology. After spinning out from a 150-year-old firm and becoming a stand-alone company in 2018, Epiroc has been on a journey to build mindshare as a new brand and increase market share with right-fit, high-potential accounts.

This account-based marketing (ABM) campaign was built to increase receptiveness and understanding of Epiroc beyond high-end equipment and create opportunities within key accounts. Internally, we wanted to foster buy-in and collaboration between Marketing and Sales and establish a scalable ABM blueprint for future campaigns.

Keywords:

ABM, Creative, Digital, Media, Personalization, Sales Enablement, Video

We’d been thinking about Account-Based Marketing for a while, and from our very first campaign, we saw remarkable results. The key was strong alignment—both between our marketing and sales teams and with our agency partner, Marketbridge, who brought invaluable ABM expertise and creativity to the table.

Mila Armer, Head of Strategic Marketing, Epiroc

Heavy-duty industry, meet emotionally resonant creative

The big idea for the campaign—“Eyes on the future. Boots on the ground.”—symbolized Epiroc’s unique, whole-business partnership approach. It asserted that Epiroc is the innovative and ambitious partner companies need in order to thrive while delivering practical, hands-on support that goes beyond the initial purchase of equipment. Art direction put the spotlight on leading-edge Epiroc machinery and technology while amplifying the power of human connection. Copy was forthright and sincere, demonstrating how Epiroc supports its clients’ business objectives and helps bring operations to the next level of performance, safety and efficiency.

Multi-channel campaign surrounds, engages and converts

With a strong ICP and a portfolio of existing relationships, we designed and launched a multi-channel ABM program, including both 1:1 and 1:Few plays.

We surrounded 11 total key accounts with Demandbase banner ads, LinkedIn paid media and marketing-led emails, driving to a HubSpot-powered content hub featuring personalized videos from Epiroc sales leads, thought leadership and solution content.

The capstone was an exclusive invitation to Epiroc’s new Competency Centers that served as innovation hubs and demo facilities.

Rock-solid campaign ROI

So far, the ABM plays have helped drive $25M in pipeline, including a single opportunity worth $16M. And, notably, approximately 60% of pipeline generated related to key accounts showing interest in expanding beyond Epiroc’s core equipment by adding/upgrading one or more of Epiroc’s innovative technology and aftermarket service offerings.

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engagement of 1:1 accounts

$ 0 M

pipeline generated

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pipeline in technology and aftermarket upsell

"This campaign sharpened our messaging for the right audience, significantly increasing awareness among key accounts of our services and expanding our overall reach."

Jared Pratt, VP Sales and Business Development, Epiroc

BioCatch: Fight bank fraud with their best behavior

BioCatch: Using AI to tell a uniquely human story

BioCatch, the leader in behavioral biometric intelligence used to fight financial crime, was in a position that many marketing teams find themselves in: big on ambition and spread thin on budget. Where many teams would opt to simply “keep the lights on” or deprioritize brand building, BioCatch partnered with us to meet the challenge head on. We leaned into generative AI imagery and video to bring BioCatch’s story to life in new and resonant ways—and delivered outsized impact in digital channels.

Meeting a familiar challenge head-on

BioCatch, the leader in behavioral biometric intelligence used to fight financial crime, was in a position that many marketing teams found themselves in: big on brand goals and spread thin on budget. Where many would opt to simply “keep the lights on” or deprioritize brand-building in a tough economic climate, Marketbridge and our BioCatch Marketing team met the challenge head–on, leaning into generative AI imagery and video to bring BioCatch’s story to life in new and resonant ways—and deliver outsized impact in digital channels.

Keywords:

Big Idea Development, Creative, Digital, Media, Video

Building the brand in brand-new ways

This B2B brand campaign targeting financial institutions aimed to position BioCatch as an authoritative figure within the financial services industry, elevate brand visibility and recognition, and foster a strong connection with the audience. Internally, BioCatch was keen to push the creative envelope and explore the use of emerging technologies to do strong, brand-building work in agile and efficient ways.

Increase authority

Amplify recognition

Build connections

Fighting fin crime with consumers’ best behavior

Consumers are a bank’s greatest vulnerability—susceptible to all kinds of headline-making crime that can lead to massive financial losses and ruined brand reputations. But for BioCatch, consumers are the greatest security asset. BioCatch has a unique approach to tracking behavioral biometrics that combines fraud telemetry at scale, continuous behavior sequencing and predictive intelligence. Said another way, the unique and quirky ways humans behave in digital environments are more useful in mitigating fraud than any multi-factor authentication solution. Our opportunity was to creatively tap into these behaviors to show financial services leaders that consumers are the key to fighting fraud.

“When Marketbridge pitched the idea of AI for creative activation, we said hell yeah! I couldn’t wait to see what we could do to bring our brand story to life."

Jonathan Daly, CMO, BioCatch

Spotlighting the consumers behind the keyboard

Quirky, charming and decidedly human-centric, our concept, “Fight fin crime with your customers’ best behavior,” brought the consumers behind the keyboard into focus. Drawing on common, real-life biometric behaviors, we created fictionalized characters, including Long Swipe Sally, who displays distinctive exaggerated swiping motions whether she’s dancing or paying a bill. And Heavy Tapper Ted, a charismatic business leader who is as enthusiastic and intense in his business ideas as he is in firing back emails to his investors.

Bringing custom characters to life with genAI

This relatable and endearing take on fraud technology was a broad departure from the buzzword-laden marketing common across the financial industry. Art direction was approachable and vibrant, and copy forthright and sincere. But, of course, no stock library could effectively convey the nuance and specificity we were hell–bent on, and with speed to market a practical priority, a custom photo shoot was off the table. So, we got creative—again.

Using multiple AI engines—including Midjourney, which gave us maximum creative control—we brought four custom fictionalized characters to life. The Marketbridge creative team iterated extensively (to the tune of 400+ generations!), directing the visual engines to imagine hyper-realistic scenes, paying special attention to contextual details like setting and wardrobe to ensure outputs were inclusive and representative of our target demographics.

We approached the process as if it were a production shoot: every detail mattered, and every iteration was an opportunity to level up the work.

But, we didn’t stop at images. We couldn’t, not when so much of BioCatch’s story is rooted in physical behaviors. Once the portraits were pixel–perfect, we imported them into additional generative AI engines, including Luma AI, to create short moving-portrait videos. Again, nuance and precision were the name of the game, and getting behavioral details right—like the exaggerated swipe of the Long Swiper and the hyper-speed of the Turbo–Texter—drove authenticity and resonance. With portraits and videos in hand, we launched organic social posts on LinkedIn and targeted display ads through 6sense and Influ2. A HubSpot landing page encouraged audiences to learn more about the role of behavioral biometrics in fraud prevention. 

Uniquely human campaign moves the needle

This campaign challenged the status quo of financial services marketing, replacing jargon-heavy messaging with engaging, personality-driven storytelling that resonated with decision makers. And the results speak for themselves: a 37% increase in branded search, a 113% lift in website sessions from target accounts and a 21% boost in organic rankings against competitors. These metrics underscore the campaign’s ability to not only build brand awareness but also drive meaningful engagement with key audiences that fuels future demand.

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lift in organic search engine rankings compared to competitors

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increase in branded search 
compared to pre-campaign performance

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increase in website sessions from target accounts compared to benchmark

The future is people + technology

AI is moving at a spellbinding pace. Blink, and you’ll miss it. Best-in-class B2B marketing will require AI adoption that’s purposeful and operationalized—not just AI for the sake of box-ticking or fiddling around. This campaign represents a mutual commitment from the client and agency to lean into emerging tech with care, curiosity and consideration. We’re proud to be partners who think differently, navigate practical constraints and challenge perceived creative limits to imagine impactful work that moves the needle for the brand.

"This work proved that AI in marketing can and should be more than outlandish imagery. Done well, it can drive big impact while keeping production nimble."

Jonathan Daly, CMO, BioCatch

Raymarine: A new life on a hundred-year story

Raymarine case study: A new life on a hundred-year story

Since 1923, Raymarine has been a trusted, leading name in the marine electronics industry. But, due to stiff competition and product-forward advertising, their brand story was getting lost in a sea of sameness for their boaters and anglers in the United States. The writing was on the wall: They had to do something different. And that’s exactly what we did.

Play video

Leave doubt in your wake

When it comes to marine equipment, there is no room for error and doubt. Boaters and anglers need reliable products they can count on. So, we tapped into that emotional need in order to give Raymarine a new, refined voice that exudes confidence, rugged reliability and trust. We combined influencer partnerships, lifestyle branding and creative storytelling to deliver a brand refresh and 360 campaign that spoke directly to the hearts of those who dare the deep.

Keywords:

Brand Identity, Content, Creative, Influencer Marketing, Media, Messaging, Social, Video

Coast Guard stamp of approval

There’s saying your product is trustworthy, and then there’s actually backing it up. The fact that the U.S. Coast Guard was already relying on Raymarine only reinforced our messaging, and having them as brand ambassadors spoke volumes to our audience.

Not just a new brand.
A campaign with bite to launch it.

From the logo to becoming a lifestyle brand, we made a significant shift, found a compelling new storyline and reinvigorated the brand to be forward-thinking yet in tune with the lifestyle of boaters and anglers. We helped support it on the website, as well as through an integrated digital and social media plan to break through the noise.

Putting the pros at the helm of the story

We also partnered with a wide network of pro ambassadors and influencers to capture their own content and show just how well Raymarine’s equipment holds up, even in the toughest waters.

Play video

HealthEdge: A rebrand with an edge

A HealthEdge case study: A rebrand with an edge

Digital solutions provider HealthEdge has a mission to help health plans transform from traditional organizations limited by siloed, manual solutions into transparent, modern digital payers. But as HealthEdge grew, that narrative became blurred. They needed a new way to unify and communicate that message to their customers and prospects—visually and conceptually, from corner to corner of their brand.

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A new look, launch and collateral

We provided a visual identity refresh, unified messaging and a brand story that elevates their platform. Anchored by the tagline “Become a digital payer,” we paired messaging around the idea of enabling a connective transformation with a strong, distinctly modern and sophisticated visual language.

Keywords:

Creative, Digital, Media, Messaging, Visual Identity, Web Development

A sharper identity to match their vision

The new logo leverages an exponent that we refer to as “The Edge.” It’s suggestive of their evolving line of products and services and their mission to always push the healthcare industry forward. As we’ve been expanding their story and visuals, the one constant is HealthEdge’s desire to lead an industry that has been desperate for a voice. Our approach complements that notion in a way that’s visually impactful without being overpowering.

FIS: 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

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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

Bitrise: 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.

Keywords:

ABM, Creative, Digital Experiences, Managed Technology Operations, Martech Application Implementation, Media, Messaging, Personalization, Social

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.

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
and purchase stages

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Decision maker
Leads acquired vs. Target

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Known account
engagement

0 s

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

Chevron: Delo makes the choice clear

Not all oils are created equal

Calling all strategic-minded fleet managers

Straight from the mouths of Delo users

Smart campaign choices pay off

FLIR: (Re)staking a claim with a powerful call to adventure

Going high in a race to the bottom

FLIR more. Fear less.

An integrated campaign for a B2B2C world

Execution spanned

Have no fear, big results are here!

Chevron: “Ranting” and raving about engine oil

Meeting audiences where they are

Finding our HDEO voice

A video series built with grit

Series strikes a chord on social

National Geographic: Giving the world’s greatest storytellers a B2B platform

New territory for a tremendous brand

Connecting storytelling to business building

Increase awareness and consideration

Boost web traffic and search volume

Drive engagement and lead gen

Sage advice for corporate storytellers

Our product is our primary tactic (how meta!)

Storytelling works. Just ask the internet.

Epiroc: Groundbreaking ABM delivers rock-solid ROI

Laying foundations for success

Heavy-duty industry, meet emotionally resonant creative

Multi-channel campaign surrounds, engages and converts

Rock-solid campaign ROI

BioCatch: Using AI to tell a uniquely human story

Meeting a familiar challenge head-on

Building the brand in brand-new ways

Increase authority

Amplify recognition

Build connections

Fighting fin crime with consumers’ best behavior

Spotlighting the consumers behind the keyboard

Bringing custom characters to life with genAI

Uniquely human campaign moves the needle

The future is people + technology

Raymarine case study: A new life on a hundred-year story

Leave doubt in your wake

Coast Guard stamp of approval

Not just a new brand. A campaign with bite to launch it.

Putting the pros at the helm of the story

A HealthEdge case study: A rebrand with an edge

A new look, launch and collateral

A sharper identity to match their vision

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

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

Making the case for mobile-first

We needed to shift the mental model

Selecting and segmenting for campaign success

Creative unites agility and security (Yes, really!)

The GTM play gets personal(ized)

The head-snap moment: account-personalized benchmark experience

Buckle up for big results

The team attributes campaign success to two key factors:

A highly automated campaign

Meaningful use of personalization

Locations

Boost web traffic and
search volume

Drive engagement
and lead gen

Not just a new brand.
A campaign with bite to launch it.

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

We needed to shift
the mental model