Case Study: MX Partners with PureB2B to Generate Demand from Target Accounts

PureSyndication + ABM


About MX

MX 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.


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.


MX struggled to find vendors that would allow them to pay for the leads they needed. What caught the client’s attention was PureB2B’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 PureB2B would also give them the power to target by specific individual demographic, firmographic, and technographic filters. The combination of PureB2B’s marketing technology integrations, campaign flexibility, strategic optimization, and market penetration capabilities set a high standard for MX’s expectations with other vendors.


Immediate results came from the specific accounts MX wanted once they implemented the PureSyndication + ABM solution. Powered by the largest intent-driven audience in the space, PureSyndication + ABM 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 PureB2B 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 PureB2B ran for MX.


The team at PureB2B 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 setup 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 at MX


At the conclusion of each campaign, PureB2B 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 PureB2B as “lead generation while we sleep” and knew the campaigns were working. Over the course of 2019:


In Pipeline Influence

Increased Conversion Rates

From the Increased Quality of Marketing Qualified Leads


New Leads Generated Within Target Accounts

The PureB2B Difference

Rather than being transactional, PureB2B acts as a team player to clients, making their goals and success our own. At PureB2B, the team communicates with you through every step of your campaign lifecycle, providing optimization and flexibility when you need it most. Our online and offline intent generation engines combine to provide intent data that is solely exclusive to PureB2B and our clients.

Accelerate Your Sales & Marketing Pipeline with PureSyndication + ABM