Following the acquisition of Worldpay, global 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 offer them. In fact, some didn’t even know FIS and Worldpay were now the same company.
Working with B2B demand marketing agency Quarry, FIS launched a highly targeted 1:Few account-based marketing (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.
With campaign goals oriented towards building reputation and relationships, the resulting account-based plan relied heavily on account-targeted digital aircover in the form of personalized targeted banners ads, targeted native ads and paid social ads—all pointing back to a personalized Marketo-powered landing page. Automated alerts were set up to notify reps when a contact engaged with a touchpoint, enabling the rep to follow up appropriately.
The campaign employs a smart, scalable creative concept that is adaptable by account—speaking to the account, without necessarily naming the account. As the concept evolved across the campaign experience, we doubled down on personalization, connecting the target’s business imperatives (as identified by account intelligence) to FIS value propositions, creating deeper connections and nurturing the contact’s direct relationship with their assigned FIS rep.
This hyper-targeted campaign has delivered just over 3.5M impressions and generated over 10,000 clicks—all from key decision-makers at top-priority accounts. What’s more, all ad units are outperforming industry benchmarks (some well above!), a testament, we feel, to the power of such unique account-based personalization.
"More Than" won the “Best ABM Campaign” category at the ANA New York’s 2021 Global ACE Awards.