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 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 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.