For B2B retailers across the U.S. and around the world, 2020 was anything but business as usual. Facing significant and increasing complexity in achieving their goals—under the shadow of a global pandemic, no less—even some of the largest merchants have had to pivot, adapt and reinvent to stay in the game.
With the acquisition of payment processing company Worldpay, 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 bring to the table. In fact, some didn’t even know FIS and Worldpay were now the same company.
Working with Quarry, FIS launched a highly targeted 1:Few 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.
Working with Quarry, FIS launched a highly targeted 1:Few ABM campaign aimed at raising awareness, changing perceptions and building relationships
The plan takes shape
We started by assessing the state of existing company/contact data across key titles, target audiences and mapped value propositions for each of our 13 accounts. Data gaps were identified and filled. Personas added depth and a human lens.
The strategic and tactical 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 landing page.
The strategic and tactical plan relied heavily on account-targeted digital aircover
Powered by Marketo, the destination landing page contained information relevant to the account’s business imperative, including primary and secondary content assets, along with a form to connect with their assigned FIS representative. Automated alerts were set up to notify reps when a contact engaged with a touchpoint, enabling the rep to follow up appropriately.
Finally, a personalized direct mail piece with a charitable message and gift was sent during the holiday season to keep FIS top of mind.
Account-customized creative connects and inspires
The lead creative was simple, smart and salient—and highly personalized by account. Through catchy, alliterative headlines, account-customized illustrations and brand colors that hailed the account without specifically naming it (at least at first!), the concept spoke to the power of reinvention for accelerated business success.
“Today’s top retailers are so much more than their flagship product or best-known solution.” says Michael Palmer, Quarry’s Executive Creative Director. “We needed them to see that FIS is, too.”
Today’s top retailers are so much more than their flagship product or best-known solution. We needed them to see that FIS is, too.
Christina Handy, VP, Account-Based Marketing, FIS adds “This campaign has set the bar high for future FIS ABM 1:Few programs. The “More than” concept provided a strong creative foundation to engage accounts in a highly personalized and scalable way. And that’s what best-in-breed ABM is all about.”
Early engagement sends strong signals
After only a few months in market, this hyper-targeted campaign has delivered over 3.5M impressions and generated 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.
This hyper-targeted campaign has delivered over 3.5M impressions and generated 10,000+ clicks—all from key decision-makers at top-priority accounts.
It takes a village to bring best-in-class ABM to life. Some of the Quarry villagers on the FIS campaign include: Becky Miller, Frances Ranger, David Chirakal, Cem Uçan, Dwight Newbold, Mike Palmer, Jeff Anton, Dave Whyte and Natalie Van Der Pas.