MX sees immediate results with PureABM campaign launch
About MX
MX Technologies is a digital transformation platform for banks, credit unions, fintechs and partners, built on the belief that transformational growth starts with making data easily accessible and actionable for financial institutions. Founded in 2010, MX is one of the fastest growing fintech innovators, powering more than 2,000 financial institutions and 43 of the top 50 digital banking providers to improve the financial lives of more than 30 million people.
Mike Wallgren is the Director of Marketing Operations and Digital Marketing for MX and has been with the company for two years. In his role, Wallgren oversees all forms of paid channels, web optimization, marketing technology, and marketing analytics. He has nearly 15 years of experience in digital marketing, spanning marketing automation roles with Adobe, startups, and as a demand generation consultant.
The Initiative
Targeting the top 1,200 financial institutions in the US and Canada as well as a dozen fintech companies, MX has a very narrow target market. As with many companies focused in a niche market in the B2B technology industry, MX was not seeing the desired outcomes from paid advertising campaigns. Due to a lack of gated content, landing page generated leads were not filling the gap. To increase the scale and velocity of their demand generation pipeline, MX began looking for a lead and demand generation partner who understood their target market and could successfully generate quality leads from within their account-based marketing list.
The Selection
MX struggled to find vendors that would allow them to pay for the leads they needed. What caught the client’s attention was DemandScience’s area of expertise in ABM and mechanisms to promote content in several different places to the right audiences using digital, email, and telephone outreach. Not only could MX reach the leads they needed but partnering with DemandScience would also give them the power to target by specific individual demographic, firmographic, and technographic filters. The combination of DemandScience’s marketing technology integrations, campaign flexibility, strategic optimization, and market penetration capabilities set a high standard for MX’s expectations with other vendors.
“The team at DemandScience has set up a process that allows us to ‘set and forget’ so that we constantly have leads flowing into our marketing automation system. Their team has always been responsive to our questions and quick to get new campaigns set-up and going. They are also willing to segment campaigns with different content and lists so that we can maximize our value.”
Mike Wallgren
Director of Marketing Operations and Digital Marketing, MX
The Solution
Immediate results came from the specific accounts MX wanted once they implemented the PureABM solution. Powered by the largest intent-driven audience in the space, PureABM reached and engaged with the right decision makers within MX’s target ABM list using multi-channel engagement, intent data layering, and tactical account targeting.
Using a consultative approach, the DemandScience Customer Experience team deployed campaigns for the client, targeting three unique audiences. The client was able to scale and be prescriptive on which piece they wanted to target to each group. The team made audience targeting suggestions, stayed on top of the client for needed elements, and accommodated requests in a timely manner throughout the campaign life cycle.
An initiative around the mobile banking application MX offers involved carving out a separate audience of core target accounts from a tough market filled with competitors. This was the most targeted and successful campaign to date that DemandScience ran for MX.
The Results
At the conclusion of each campaign, DemandScience summarized and confirmed which leads were a direct result of the program efforts. In the past, MX felt they had to take initiative and manage its vendors but described the experience with DemandScience as “lead generation while we sleep” and knew the campaigns were working.