Finario: Driving Growth for a Large Enterprise Fintech

With a solid foundation in place, but lacking a clear position in a nascent category and integrated approach to engaging prospects and customers, it was time to get to work for this purpose-built enterprise SaaS solution for capital planning. Job one: establish brand pillars that would encompass authority, trust, and accessibility. Then begin the task of determining the “tip of the arrow” — the precise combination of messaging, targeting, and calls to action that would drive results — with rigorous testing.

Today, there is a comprehensive digital marketing, content marketing, account-based marketing (ABM), partner/affiliate marketing, and event marketing playbook in place — helping to vastly increase the quantity and quality of MQLs/SQLs in the pipeline, as well as conversions. Customer experience has taken on increased importance. And, perhaps most importantly, the brand has established itself as best-in-class in a category that must withstand the scrutiny of CFOs, as well as senior leaders in FP&A, engineering, IT and operations.

Rigorous multivariate testing is honing in on the precise message that will resonate with target personas and compel engagement

Created the concept of a “finance stack” to embody the narrative around digital transformation in a way that creates white space for our product while helping our target audience recognize a critical gap in their organizations

A robust event calendar, even during a pandemic, has given prospects a high-value means of engaging the brand

Aggressive vertical targeting, and account-based marketing are key components of a newly installed customized outreach strategy

Making a big bet in content marketing to build authority, drive SEO, and give prospects the answers they want to their most pressing questions

An extensive calendar of events, including webinars and “public demos” has helped elevate the company’s authority and build a robust pipeline of leads.

Comprehensive partner marketing strategy includes multiple assets for acquisition CTAs.

Created the company’s first user conference which will double in size in 2022. Also established its first Customer Advisory Board.

This highly effective ad series demonstrates how you don’t have to have a sizable budget to produce hard-hitting creative.